About us

At If, we have a very clear promise to our customers – we help a lot. That help involves providing the right compensation and support when something happens, but also being there as a resource in our customers' everyday lives.

We have advisors and experts in a wide range of areas, and we continuously develop our services to help prevent harm related to our customers' health, belongings, businesses, or homes. The most sustainable damage is the one that never happens.

In our industry, we talk a lot about risk. Insurance was originally created so that communities could dare to invest in building and expanding without the fear of major financial losses due to fire or accidents. This remains one of the main reasons for our existence. We've become experts in predicting and assessing when risks may occur and how much our customers need to contribute financially through premiums to cover those risks. Thanks to our expertise, leading position, and financial stability, we can handle the risks we know will happen and are therefore prepared to help our customers extensively. We are proud to offer reliable insurance.

Our journey

If is currently the largest insurance company in the Nordic region, also operating in the Baltics. In the beginning, we were something of a challenger and newcomer in the insurance market, and our journey has been shaped by a number of mergers and acquisitions. It all started in 1999 with the merger of Norway’s Storebrand and Sweden’s Skandia. We continued growing in 2001, when we merged with Finnish Sampo. (Three years later, Sampo bought out Skandia and Storebrand and became the sole owner.)

In 2002, we established ourselves in the Baltic markets. Then followed several years of organic growth with a focus on developing and refining our way of working. After that, several acquisitions took place: first the Norwegian company Vertikal and the assistance company Viking. In 2024, If acquired the Danish company Topdanmark. On July 1, 2025, Topdanmark and If will become one company.

Morten Thorsrud has been CEO of If since 2019.

In 2024, If celebrated 25 years as an insurance company.

Today, If has just over 10,000 employees helping nearly 4.5 million customers in the Nordics and Baltics. If is owned by Finnish Sampo, now a dedicated insurance group.

Ifs legal structure