Idun Liv joins minPension
Customers of Idun Liv can now view their occupational pensions on minPension—an important step toward making pensions more accessible.
An active owner of great businesses
Latest from us
Idun Liv launches Idun Liv Academy – simplifying the world of insurance
As part of the mission to simplify the insurance industry, Idun Liv proudly launches Idun Liv Academy – a digital platform offering tools and knowledge to empower informed financial decisions about insurance, pensions, and savings.
Strivo pays 16,7 million SEK to account holders
For the third quarter of the year, Strivo's account holders received a rebate of fund commissions totaling 16.7 million SEK.
Primrose Partners is a privately held investment company focusing on financial and insurance tech companies in the Nordic countries
Fast facts
EUR 4+ billion
In assets under influence (of which EUR 2 billion in own custody accounts)
150+
Registered financial advisors as tied agents
>15 % CAGR
Historical revenue growth
75+
Full time employees (FTE)
About us
We are an “intelligent” long-term investor within the financial and insurance sectors, meaning that we invest all of our expertise and know-how into our portfolio companies with a dedicated and long-term view. Our investment scope is fast growing financial and insurance companies in the Nordic countries with profitable and cash generative financial profiles, dynamic management teams and digital and scalable platforms. And a great business idea of course. Together we create customer value, corporate value, and shareholder value combined. We are Primrose Partners.
Investments
Our investments are focused on fast growing financial and insurance companies serving complementary areas in the Nordic savings and insurance markets. We strongly believe in the success of companies with business models that are able to combine a strong physical distribution setup with superior digital and tech solutions (“digiphysics”). Through our current portfolio of investments we’ve managed to create a scalable and digitally native platform within savings, insurance and wealth management, supported by powerful proprietary software solutions that are 100 per cent owned and self-developed.