Idun Liv launches first tool for ongoing portfolio management in unit-linked insurance

Addressing a major industry pain point

Many financial intermediaries today report that administrative tasks and manual repositioning of clients’ portfolios consume significant working hours. Such tasks distract from value-adding customer engagement and strategic asset management. At the same time, demands for transparency and regulatory compliance continue to rise.

A seamless, automated solution

With Idun Liv’s new platform, intermediaries can define portfolios based on mandate frameworks, much like in traditional portfolio management. Once configured, the system automatically executes fund switches, rebalancing, and client reporting. While the intermediary maintains full decision control over fund selection, Idun Liv provides the technical infrastructure and handles administrative operations.

The offering comprises five portfolios structured around two risk-based modules — Courage (“Modig”) and Safety (“Trygg”) — offering both flexibility and client customization.

“This is genuinely a game changer for life insurance intermediaries. Our tool liberates time, reduces administrative burdens, and allows advisors to focus wholly on clients and investment strategy. It strengthens both business and client experience,” says Peter Appelgren, CEO of Idun Liv.

How it works in practice

Rather than manually adjusting each client’s fund holdings one by one, the intermediary sets up the portfolios once — and the system applies changes simultaneously across all affected clients. The result: significant efficiency gains and improved scalability. All capabilities are integrated into Idun Liv’s Intermediary Portal, giving advisors a unified interface for oversight and control.

Consistent with Idun Liv’s service model, the pricing structure is flexible and future-proof, with no third-party commissions. Intermediaries may charge both one-time and ongoing fees, fostering sustainable business models, stronger incentives, and a resilient brand. Regulatory compliance is built in from the start, creating a solid foundation for long-term development of the insurance business.

“We aim to equip our intermediaries with the best possible conditions to build competitive, sustainable businesses. By automating what consumes time, we free up capacity for what truly matters — serving the clients,” adds Peter Appelgren.