Valuation Result

Final Brand Value

Trygg-hansa — Insurance

Valuation date: 10/29/2026

Total Brand Value

SEK 5.5B

This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.

Brand Strength

76/100

Royalty Rate

2.7%

Discount Rate

9.7%

Benchmark recommendation not unlocked for this result

Sensitivity snapshot

Quick decision check for discount rate, royalty rate and long-term growth.

Variable

Lower input

Current

Higher input

WACC (Discount Rate)

9.7%

-1.0%

SEK 6.2B

9.7%

SEK 5.5B

+1.0%

SEK 4.9B

Royalty Rate

2.7%

-0.5%

SEK 4.5B

2.7%

SEK 5.5B

+0.5%

SEK 6.5B

Terminal Growth

1.5%

-0.5%

SEK 5.3B

1.5%

SEK 5.5B

+0.5%

SEK 5.7B

Brand Strength changes can also be explored to show their potential effect on brand value. Contact info@brandvaluator.se if you want to explore this for strategy, planning and budgeting.

Revenue Base

SEK 18.7B

Legal Protection

72/100

Long-term Growth

1.5%

Recommendation basis

Brand-strength range • Pro

This reference case derives its royalty rate by applying the brand-strength score to a documented industry royalty ceiling.

This valuation uses benchmark support informed by external market references and curated internal calibration.

Use this section to confirm whether the result reflects unlocked benchmark guidance or a non-benchmark method.

Forecast profile

5 years explicit forecast

High growth: 4.0%

Base growth: 2.0%

Long-term growth: 1.5%

Value build

Value for planning period: SEK 1.7B

Terminal value: SEK 3.7B

How the valuation is built

Valuation Build

Royalty Relief DCF

Year	Revenue	Royalty	After Tax	PV
Y1	SEK 19,448,000,000	SEK 517,316,800	SEK 410,749,539	SEK 392,080,154
Y2	SEK 20,225,920,000	SEK 538,009,472	SEK 427,179,521	SEK 371,538,437
Y3	SEK 21,034,956,800	SEK 559,529,851	SEK 444,266,702	SEK 352,072,934
Y4	SEK 21,455,655,936	SEK 570,720,448	SEK 453,152,036	SEK 327,211,351
Y5	SEK 21,884,769,055	SEK 582,134,857	SEK 462,215,076	SEK 304,105,366
Explicit PV (Y1–Y5)				SEK 1,747,008,241
Terminal Value (undiscounted)				SEK 5,686,659,877
Terminal PV (discounted)				SEK 3,741,426,600
Total Brand Value				SEK 5,488,434,841

Supporting context

This section explains the evidence and judgment used to support the recommendation and the legal, brand and financial assumptions used in the valuation.

Reference case

Trygg-Hansa

Prepared reference case

Indicative outside-in valuation of the customer-facing Trygg-Hansa Swedish non-life insurance franchise. It excludes insurance liabilities, reinsurance recoveries, investment assets, claims reserves, claims-management systems, distribution contracts, other Swedish brands within Tryg and the equity value of Tryg Forsikring A/S.

Informed by numerous sources including company reporting, investor materials, analyst research, market data and selected benchmark references where relevant.

Key inputs

Reported = directly sourced • Estimated = selected judgment • Inferred = derived from broader evidence • Assumed = inclusion choice

Revenue base

SEK 18.7bnreported

Planning growth

4.00% for 3 years, then 2.00%estimated

Long-term growth

1.50%estimated

Royalty rate selected

2.66%estimated

Discount rate

9.75%estimated

Brand Strength

76/100 (B+)estimated

Legal analysis

72/100estimated

Company disclosures

These links lead to company-issued materials. BrandValuator cross-checks indicative estimates against multiple sources; the final assumptions and judgments are our own. Each input is labeled by evidence status above.

Tryg Annual Report 2025 Tryg Annual Report 2022, acquisition accounting Tryg RSA acquisition and demerger information

Legal Protection

trademark Status86

scope Of Rights84

risk Profile62

litigation65

contractual Rights65

goodwill Evidence80

regulatory Compliance62

Brand Strength

marketing Investment73

quality75

availability84

distinctive Brand Codes81

mental Availability78

consideration74

trust77

choice Share75

penetration80

price Elasticity66

revenue Premium76

margin Premium78

stability72