Zmarta

Zmarta is a Swedish financial comparison and loan-brokerage brand that helps consumers understand their options and make informed decisions about personal finances. Founded in 1999 as Bolåneservice, it has supported households in comparing interest rates and terms for more than two decades. Today, customers can compare personal loans, debt-consolidation loans and car loans, as well as electricity contracts and insurance, in one place. Zmarta works with selected banks, lenders, energy companies and insurers; it does not compare every provider in the market. Its website also features guides and articles explaining personal finance topics.

Using Zmarta’s comparison service is free, and customers decide whether to accept an offer. The company receives payment from partner providers when loans are disbursed or customers arrange electricity contracts or insurance through the service. Zmarta AB has held Swedish Financial Supervisory Authority authorisation for consumer credit intermediation since 2015 and is registered for insurance distribution. Since May 2025, it has been part of Nordic fintech group Axo Group.