Danish insurance sector’s reputation at a moderate level — yet LB Forsikring reaches one of the highest scores in the Nordics

The insurance sector in Denmark reaches an aggregate overall score of 3.22 in the Nordic Financial Sector Reputation&Trust 2025 study. In the Reputation&Trust research model’s five-point scale, reputation scores from 3.00 to 3.49 are considered moderate.

“Behind this overall moderate reputation lies a clear challenge: stakeholder support reveals some weaknesses, signalling that the general public’s willingness to actively support the sector is fragile. Ultimately, the Danish insurance sector has clear comparative limitations in its ability to secure both capital and crisis support”, says Fredric Hammarström, Senior Advisor at Reputation and Trust Analytics.

Strongest scores in Financial Performance and Workplace

The Danish insurance sector performs strongest in the reputation dimensions Financial Performance and Workplace, where it is viewed as a sector with solid economic sustainability as well as a good employer.

The most pronounced weaknesses in the Danish insurance sector, however, are found within the Governance and Responsibility dimensions. This indicates a more critical stance toward transparency and governance, as well as a perception that the insurance sector does not fully meet expectations regarding societal responsibility.

“Stakeholder support rarely declines because of products; it is far more often undermined by concerns about accountability, transparency, and governance — perceptions that directly shape organizational preference and advocacy”, says Fredric Hammarström.               

The top companies still reach good scores

Against this backdrop, however, the top companies studied in Denmark reach good reputation scores. LB Forsikring takes the top position and is closely followed by Sygeforsikringen Danmark.

Both these Danish companies enjoy a good overall reputation; in the Reputation&Trust research model, a reputation score from 3.50 to 3.99 is considered good. They performed well even in the Nordic context: only KLP in Norway scored higher than the Danish top two companies, LB Forsikring with a score of 3.76 and Sygeforsikringen Danmark at 3.70.

Reputation scores of the companies in the Danish insurance sector

How we conducted the research

The goal of the Financial Sector Reputation&Trust 2025 research was to examine the reputation of companies operating in the Nordic countries and the general reputation of the sector among citizens. Data collection was carried out through an electronic survey in Finland, Sweden, Norway, and Denmark from 21. November to 31. December 2025.

Organizations were evaluated using Reputation and Trust Analytics' Reputation&Trust research model, where an organization's reputation score is formed as an average of eight different areas. The areas are corporate governance, finance, management, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).

A total of 12,305 people from Finland, Sweden, Norway, and Denmark participated in the study. The target group in each country consisted of citizens aged 15–65 nationwide (in Finland, excluding Åland). The sample was weighted to represent each country’s population by gender, age, and region of residence.