Why functional experience wins the Swedish car insurance market

In Sweden’s highly competitive car insurance market, you might expect price to be the top decision driver.

It’s not.

According to our latest Digital Market Tracker, where we followed 400 real Swedish consumers across their online car insurance journeys, the #1 reason people chose a provider was the functional experience — how fast, easy, and intuitive it was to get what they needed.

A full 41% of consumers based their choice on ease and efficiency. Here’s what that looks like — in their words, and in practice.

01. Comparison made easy = decision made easy

Consumers repeatedly praised the ability to quickly compare providers, especially via tools like Compricer.

“Compare prices between different companies.”

“I prefer the help of comparison sites that make it easier for me.”

They want to spend less time searching, and more time feeling confident in their choice.

The smoother the comparison, the faster the conversion.

02. Clear terms build confidence

Consumers are turned off by ambiguity. They reward brands that give them access to terms, conditions, and coverage details up front — no hidden clicks, no fine print.

“Easy to find the terms and conditions compiled.”

“Good clear website without small fine print — feels like they are honest about what matters.”

Clarity = credibility. Consumers want to feel like they’re in control, not being sold to.

03. Safety & Trust Through Experience

Some consumers associate ease of use with a sense of safety and trust, often reinforced by previous positive experiences or brand reputation.

“I trust Folksam and feel safe.”

“They had a professional website that seemed very trustworthy.”

“I have had a great experience with them, never any hassle.”

In this journey, functionality and trust go hand in hand.

04. Price only matters when it’s easy

Price does play a role — but usually alongside ease of sign-up and clarity of offer.

“Cheap, fast help and easy to sign up.”

“Best price, deductible clearly stated, 24/7 rescue included.”

People don’t just want “cheap.” They want clear value with no guesswork and no effort.

05. Tools that reduce friction win loyalty

Consumers want to compare offers — but they don’t want to repeat the same personal information on every insurer’s website.

Comparison tools like Compricer solve this by streamlining the process: consumers enter their details just once and instantly see multiple offers side by side.

“Every company’s site requires personal info… I prefer Compricer so I only have to enter it once.”

For individual providers, this highlights the importance of reducing friction in the quote journey.

Other (secondary) drivers worth noting:

While functional experience dominates, trust and brand familiarity also influence decisions.

Some consumers stay loyal simply because of past experience or bundled products.

“All my insurances are in one place.”

“Never had a problem — I trust them.”

Barriers still breaking journeys:

Despite good offers, many journeys failed due to:

• 🚫 Unclear offers: “Didn’t get the info I needed fast enough.”
• 🚫 Too many steps: “Had to fill in too much before seeing a price.”
• 🚫 Unfamiliar brands: “Never heard of them — feels risky.”

Final thoughts:

Car insurance buyers in Sweden don’t just want a good deal — they want speed, transparency and control.

If your journey creates friction, hides information, or feels outdated, consumers won’t wait.

They’ll click away — to the provider that makes their life easier.