Idun Liv has appointed Linnea Moberg as its new Chief Executive Officer. The appointment comes as the company scales up its operations. Linnea will assume her role once the regulatory fit-and-proper assessment by the Swedish Financial Supervisory Authority (Finansinspektionen) has been completed. Until then, Peter Appelgren remains in place as Acting CEO.
Linnea brings extensive leadership experience from the insurance industry. She most recently served as CEO of Gar-Bo Försäkring for seven years and has held senior positions at Ikano Försäkring and Länsförsäkringar, as well as Business Area Manager at Frontit. Linnea also has several board assignments and currently serves as a board member of Anticimex Försäkringar.
“Linnea combines strategic insight with strong operational experience and a clear business focus. She has worked close to the core of the business, led organisations through change and has a proven ability to translate strategy into execution. That positions her well to lead Idun Liv in its next phase of development,” says Hans Bennedorf, Chairman of the Board of Idun Liv.
As part of the Primrose Partners group, Idun Liv has built its business around modern, digital insurance solutions. A key feature of its offering is net-traded insurance with a pricing model free from third-party commissions, a distinction in the insurance market. The company’s ambition is to combine transparency and efficiency in a model designed for sustainable growth.
“I am excited about the opportunity to work with the organisation to accelerate execution and translate our strategic direction into tangible results,” says Linnea Moberg. “Idun Liv has a clear vision for how modern insurance solutions can deliver greater value, and I look forward to contributing to that mission.”
Linnea Moberg will take up her position as CEO of Idun Liv following approval of the regulatory process, which is expected in February 2026.
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