Private health insurance in the Nordic countries
In all Nordic countries, rates of private health insurance have increased significantly since the beginning of the 2000s. Private insurance is most common in Denmark, where 2.9 million people, nearly half the population, have private health insurance (F&P, 2024). However, a distinction should be made between complementary and supplementary insurance: complementary insurance covers provisions that are not included in the public commitment (e.g. chiropractic and dental care), whereas supplementary insurance provides faster care for policyholders than for publicly funded patients. In Denmark, there is considerable overlap between supplementary and complementary insurance, meaning that many Danes are covered by both types of insurance. This paper focuses solely on supplementary insurance, which is also the most common type in the Nordic countries. Looking exclusively at supplementary insurance, 1.7 million Danes, just under 30 per cent of the population, are covered (Tikkanen et al., 2020).
In Norway, the same dramatic increase in private, supplementary health insurance can be seen as in the other Nordic countries, from 50,000 policyholders in 2003 to over 800,000 today, nearly 15 per cent of the population (Kellner Lysne et al., 2024). Likewise in Sweden, the figure has risen to over 800,000 policyholders (Grant Thornton, 2024), a similar number to Norway in absolute terms but fewer relative to the population. In Finland, 1.3 million people, or 23 per cent of the population, currently have private health insurance (Löytömäki, 2024). One exception to these rising figures is Iceland, where private health insurance does not yet exist on the same scale (Alexandersen et al., 2016).
As can be seen, there are significant similarities between most of the Nordic countries, but there are also distinctive features that are worth examining more closely. One of these is, as mentioned, the prevalence of supplementary insurance in Denmark, and another is the high proportion of children covered by private insurance in Finland. As many as 40 per cent of all Finnish children under the age of seven are covered by private health insurance (Lehtonen, 2017), and children under the age of three are the largest user group of private healthcare (Sointu et al., 2021). This means that almost half of all Finnish children can be seen by a specialist directly, while the other half must first see a nurse and then a general practitioner before potentially being able to access specialist care. For these privately insured children, it is therefore parents and not medical professionals who determine how, when and for which symptoms to seek a specialist consultation, which can drive up healthcare costs and be counterproductive in many other ways, known as low-value care.
One of the purposes of effective primary care is precisely to be a first line of healthcare, from where a determination is made over whether to refer the patient to specialist care. However, private health insurance creates some confusion when it comes to this so-called gatekeeping. This is particularly true of insurance policies that include so-called referral requirements, i.e. insurance that requires a referral from the publicly funded healthcare system to access specialised care provisions. In a large Norwegian study (Breivold et al., 2024), 42 per cent of all general practitioners surveyed said that they often or always feel pressured to refer patients with private health insurance to specialist care even if there are no medical grounds to do so. Furthermore, 18 per cent of doctors stated that they often or always encounter unpleasant reactions such as aggression, threats or reprisals if, for professional reasons, they refuse to comply with a referral requirement made by a patient with private insurance.
Of the 1,309 Norwegian doctors, 93 per cent stated that private health insurance increases the risk of wasting resources through over-treatment, while 90 per cent stated that such insurance contributes to inequality in healthcare (Breivold et al., 2024). Similar percentages were reported in a large Danish study (Andersen et al., 2017), and according to a survey I initiated myself there does not appear to be any significant difference in Sweden. Several of the doctors I interviewed said that it is difficult to resist demanding policyholders and that health centres seek to avoid financial loss resulting from the risk of patients leaving their register.
Policyholders’ demands risk driving up costs and increasingly turning healthcare into a consumer product, with many believing they deserve the best and most expensive care even for the most minor ailments. At the same time, healthcare is becoming a kind of prestige product, with policyholders striving to keep up with those around them: my neighbour has bought gold insurance, and I only have silver! Nordic insurance companies know how to exploit this kind of anxiety and competition. That is why they are constantly developing new products, while stratifying their insurance policies into bronze, silver and gold levels, depending on customer status and ability to pay (Euro Accident, 2025).
Driving forces behind private health insurance
It is not only insurance companies that have driven the rapid growth of private health insurance: it has also been encouraged by the governments of the Nordic countries through generous tax deductions. In both Denmark and Norway, the trend gained momentum thanks to deductions introduced by liberal-conservative governments in 2002 and 2003 (Tynkkynen et al., 2018). Likewise in Sweden, tax deductions have been an important factor behind the growth of private insurance. In Finland, private health insurance policies taken out through employers are tax-free benefits for employees (Vero.fi, 2024), contributing to the trend towards a divided healthcare system.
In Sweden, however, a Social Democratic government took the initiative to introduce a law on the taxation of private health insurance benefits, which came into force in 2019. The purpose of the law was to end public sponsorship of insurance policies, but after private meetings with the Swedish Tax Agency, the industry organisation Insurance Sweden (Svensk Försäkring) and the insurance company Skandia succeeded in getting the benefit taxation reduced to only 60 per cent (Lapidus, 2025). This tells us something about the influence that the private healthcare industry has gained over the healthcare systems of the Nordic countries, influence that also came into play when a Swedish government inquiry deviated from a government directive to propose a ban on private health insurance (Lapidus, 2025).
At a deeper level, the emergence of private health insurance in the Nordic countries would not have been possible without the preceding privatisation of provision. Only when there is a nationwide network of private healthcare providers do insurance companies have somewhere to send their customers, as publicly run healthcare providers do not give priority based on private health insurance coverage. Policyholders cannot go to Karolinska University Hospital in Stockholm or Oslo University Hospital and demand priority treatment but must instead contact a private healthcare provider.
In this way, privatisation of provision was a prerequisite for the insurance market. At the same time, private health insurance is a trigger for further privatisation of provision in various ways (Lapidus, 2025). While there is sometimes careless talk about privatisation in general terms, it is important to study different types of privatisation and their mutual interaction in the Nordic countries.
Private health insurance is not for everyone
So who takes out private health insurance? Unsurprisingly, there are clear class and gender differences, with high-income earners greatly outnumbering low-income earners and men greatly outnumbering women. In terms of gender, Sweden is a typical example, with two-thirds of policyholders being male and one-third female (Palme, 2017). In terms of class, Finland is a good example, where 30 per cent of high-income households have private health insurance, compared to only 8 per cent of low-income households (SOU 2021:80). The large class differences in the purchase of private health insurance are not surprising, given that insurance companies prefer to attract individuals who are as young, healthy, able-bodied and high-earning as possible. Those with increased risk of illness have to pay higher premiums or, in many cases, are refused insurance. One example of this is that insurance companies often want to know the ratio between manual and white-collar workers when a company purchases insurance for its employees, as manual workers are at higher risk of both workplace illness and injury. A high proportion of manual workers means more expensive premiums for the contracting company. It is therefore on not only ideological but also purely material grounds that the trade unions within the Swedish Trade Union Confederation (LO) criticise these insurance policies, which disadvantage the working class, while white-collar unions are increasingly offering such policies to their members.
Insurance companies’ business model is based on contrasting the excellence of their own products with public healthcare to create doubt and concern among those who choose not to take out insurance. Typical examples include the Danish company Gjensidige’s slogan ‘Your shortcut to fast treatment’ (Gjensidige, 2025), Norwegian Storebrand’s comparisons between its own waiting times and those of public healthcare (Storebrand, 2025) and Danish DSS’s focus on the security that insurance provides policyholders (DSS, 2025). Emphasising the peace of mind that private health insurance provides is common practice. The other side of the coin is that public healthcare is unable to provide this peace of mind to citizens, and the consequence of persistent advertising and propaganda may be a gradual decline in trust in public healthcare.
Insurance companies justify private health insurance by saying that it creates healthy and peaceful policyholders, at the same time denying the inequality and injustice on which the entire insurance system is based. One example is the Swedish trade association Insurance Sweden, which tries to promote the notion that all social classes have the same access to insurance (Erlandsson, 2019) and persistently denies that private healthcare providers discriminate between those who have insurance and those who do not – despite the fact that the main purpose of insurance is precisely to offer priority over publicly funded patients (Svensk Försäkring, 2024).
Simultaneously justifying and denying the function of private health insurance is an effective way of establishing dominance (Van Dijk, 1993), legitimacy and general confusion over what insurance actually means. Legitimacy is central to the private healthcare industry’s ability to push through its agenda. The creation of legitimacy is partly aimed at the large majority of the population who uphold the principles of equal treatment established in healthcare legislation and therefore view the emergence of parallel healthcare systems with some scepticism. But even more importantly, it is about fostering legitimacy among individuals, companies and organisations that take out insurance policies, because even among these groups there is often a sense of unease about receiving unlawful, priority access to care over other citizens. This applies not least to white-collar unions that offer private health insurance to their members, while at the same time claiming to support universal healthcare systems. It is particularly important to address these and like-minded actors with legitimising, neoliberal arguments that they are not undermining the common good at all but rather doing public and universal healthcare a great service by leaving it to its own devices.