Denmark has a population of 5.5 million and is a member of the European Union. Its currency is the Danish Krone.

The Danish life insurance segment is dominated by a few key competitors. The main distribution channels comprise direct sales, bancassurance and intermediaries.

The Danish life and pension insurance companies have developed more transparent products, where the insured bears more of the investment risk. One of these new generations of products is the so-called “life-cycle” product, which has a predetermined investment strategy: at inception of the contract, investments are largely in equities but as time passes, the amount of fixed interest investment goes up until, close to maturity, bonds make up the total.

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