Kelly
About the company
Kelly Group AB operates in the insurance technology (Insurtech) sector, addressing the structural inefficiencies and complexity of the private insurance market. The company develops AI-driven platforms that provide consumers and insuranceadvisors with clarity, transparency, and optimized decision support across insurance products.
Through Kelly B2C, we offer a digital insurance overview and advisory platform that aggregates policies across providers, continuously compares price and terms, and guides users in real time through coverage questions and claims situations. Thisreduces information asymmetry, increases switching efficiency, and ensures customers maintain optimal coverage over time.
Through Kelly B2B, we provide a SaaS-based comparison and advisory engine for insurance brokers, enabling structured market analysis, faster client recommendations, and improved regulatory compliance.
We operate in the Nordic and Baltic insurance markets, representing over 11 million multi-policy households and a fragmented advisory ecosystem with strong digitalization potential.
Founded in Sweden, Kelly combines deep insurance distribution expertise with advanced AI and system architecture capabilities. The company is currently focused on launching B2C in Sweden, scaling its B2B SaaS offering, and establishing aleading position as the standard platform for insurance overview and advisory in the nordic region.
Contact:
Name: Carl Hellström
Role: CEO / Founder / Co-founder
Email: carl@kelly.cool
Phone: +46 73 555 80 03
Capital need and valuation:
Capital Sought: € 500 000
Round Type: Pre-Seed
Pre-Money Valuation: To be discussed with lead investor
Use of Funds
Product & technology development
Customer acquisition
Team & key hires
Financial forecast
Project Revenue:
2026: 5 500 000 MSEK
2027: 50 000 000
Revenue modell:
Commision from sales
Licensing & subscriptions
Primary value drivers:
Volume Growth & Scalability
Traction and previous funding
Founder Investment: 260 000 SEK
External Capital Raised: 300 000 SEK (innovationloan ALMI)
Key Traction indicators:
We’re currently negotiading strategic parnerships with large scale insurance brokers
Vision and impact
Kelly’s vision is to become the standard platform for insurance overview and advisory in Europe, fundamentally reshaping how individuals and advisors interact with insurance. We aim to eliminate information asymmetry in the insurance market bymaking coverage, pricing, and policy terms fully transparent, comparable, and understandable in real time.
Our long-term ambition is to transition insurance from a passive, reactive product into a continuously optimized financial service, where households always maintain the right coverage at the right price. By embedding AI-driven advisory into everydaydecision-making, we reduce underinsurance, overinsurance, and costly misinterpretations of policy terms.
For consumers, Kelly increases financial security, improves claims outcomes, and reduces unnecessary premium costs. For brokers and insurers, we enable more data-driven advisory, operational efficiency, and higher-quality customer interactions.
At scale, Kelly contributes to a more competitive and efficient insurance market, where informed decision-making strengthens consumer protection and drives structural improvement across the industry.
Risk and governance
Kelly operates in a regulated environment and applies a structured approach to risk management, compliance, and governance. The company is built on deep insurance distribution expertise, including certified competence under theSwedish Insurance Distribution Act (IDD 2018:1219), ensuring regulatory alignment from inception.
Key regulatory risks relate to insurance mediation, data protection (GDPR), and the use of AI in advisory contexts. To mitigate these, Kelly maintains clear role separation between comparison, advisory support, and formal mediation,implements transparent documentation of recommendations, and applies strict data governance and user consent protocols.
Operational risks—such as platform reliability, data integrity, and system security—are addressed through robust cloud infrastructure, secure API architecture, redundancy, and continuous monitoring. The technical leadership team hasextensive experience building high-performance systems within financial services environments with stringent security requirements.
Commercial risks, including slower-than-expected adoption or dependency on insurance partners, are mitigated through a dual revenue model (B2C commission + B2B SaaS), diversified distribution strategy, and phased geographicexpansion.
Governance is structured through a clear ownership model under Kelly Group AB, defined board oversight, KPI-driven management reporting, and disciplined capital allocation. As the company scales, governance structures will bestrengthened further through external board representation, compliance advisory functions, and formalized risk management frameworks aligned with financial sector best practices.