TRYG Wins Court Case Over Controversial Price Increases

Steven Højlund

Writer

February 5, 2026
3:19 pm
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Denmark’s largest insurance company, TRYG, has been cleared by the Supreme Court in a landmark case over unannounced price increases that affected around 400,000 customers between 2016 and 2020. The ruling overturns a previous court decision and ends a years-long legal battle with the Consumer Ombudsman over whether TRYG violated consumer protection laws by raising prices without proper notification.

Supreme Court Overturns Previous Ruling

The Supreme Court has determined that TRYG’s practice of raising insurance premiums without explicit customer warnings was not illegal. This decision reverses a 2024 ruling from the Maritime and Commercial Court that had sided with the Consumer Ombudsman.

The case began after an anonymous tip from a TRYG employee revealed the company’s pricing practices during the 2016 to 2020 period. During these years, TRYG raised prices on various policies beyond the standard annual index adjustments that typically follow wage development in the private sector.

The average increases ranged between 3.1 and 3.8 percent per year. While insurance companies normally notify customers about price hikes exceeding standard indexing, TRYG chose not to do so in certain situations. The company considered only increases above 5 percent as substantial enough to warrant customer notification.

What the Legal Dispute against TRYG Centered On

The Consumer Ombudsman filed a lawsuit against Tryg in 2022, arguing that the unannounced price increases violated consumer protection laws. The central question in the dispute was determining what constitutes a substantial change requiring customer notification.

According to Tryg’s insurance terms and conditions, the company stated it would notify customers about substantial changes. However, Tryg did not consider price increases under 5 percent to meet this threshold.

The Supreme Court weighed several factors in reaching its decision. Notably, the court found that Tryg did not have a systematic policy of implementing price increases. The increases varied from under 1 percent and never exceeded 4 percent in the cases examined.

Additionally, most affected insurance policies only experienced one unannounced price increase. According to the Supreme Court’s ruling, only 4.9 percent of the affected policies were subject to two consecutive price hikes.

Impact on the Insurance Industry after TRYG case

This ruling could have significant implications for the entire insurance industry in Denmark. Insurance companies regularly adjust their prices based on various factors, and the question of when and how to notify customers has been a point of contention.

The decision essentially validates Tryg’s approach to pricing adjustments, at least for increases within the parameters examined by the court. Other insurance companies may view this as guidance for their own pricing practices.

Broader Context of Insurance Pricing

The Tryg case reflects wider concerns about insurance pricing practices in Denmark. Industry trends in 2026 show price increases of 6 to 10 percent on new policies, exceeding normal indexing despite waning inflation.

Tryg reported a substantial 23 percent profit surge in 2024, largely attributed to premium hikes that the company justified as necessary due to inflation-driven repair costs. This financial performance came amid growing criticism from various stakeholders.

In a notable development, SMVdanmark, representing 18,000 small and medium-sized enterprises, ended a decade-long partnership with Tryg at the end of 2024. The organization cited uncompetitive pricing as the reason and launched SMVforsikring to offer better deals to its members.

Critics have accused Tryg of exploiting customer inertia and low switching rates in the Danish insurance market. Consumer advocates argue that the company prioritizes profits over the interests of loyal customers.

Alternative Approaches in the Market

Not all insurance companies follow the same pricing strategies as Tryg. GF Forsikring, a member-owned firm serving 400,000 customers, announced no extraordinary price increases for 2026, marking the fourth consecutive year without such hikes.

This approach contrasts sharply with industry norms. GF Forsikring has offered over 185 million kroner in profit-sharing to its members while focusing on claims prevention to maintain financial sustainability.

Consumer Protection and Market Competition

The Supreme Court decision raises questions about consumer protection in Denmark’s insurance market. While the court found Tryg’s practices legal, consumer advocates continue to express concerns about transparency and fair treatment.

The case highlights the importance of customers understanding their insurance policies and monitoring price changes. Even though Tryg did not send explicit notifications, customers could theoretically see price changes through their PBS payment statements.

However, many consumers may not closely review these statements or may not realize that price increases exceed standard indexing. This information asymmetry can put customers at a disadvantage, particularly when increases are implemented gradually over time.

Regulatory Oversight and Future Developments

Denmark’s Competition Council launched a market investigation in 2025 into wage-tied insurance price increases. Despite this scrutiny, limited regulatory changes are expected without specific political action.

The investigation reflects growing concerns about whether insurance pricing practices serve consumers’ best interests. The fact that multiple stakeholders have raised similar complaints suggests systemic issues within the industry.

As the insurance market continues to evolve, companies face pressure to balance profitability with customer satisfaction and retention. The Tryg case demonstrates the legal boundaries of pricing practices, but it may not settle the broader debate about what constitutes fair treatment of customers.

What This Means for Insurance Customers at TRYG

For Danish consumers, this ruling underscores the importance of actively managing their insurance policies. Regularly reviewing coverage and comparing prices across providers can help identify when increases exceed reasonable levels.

Customers should pay attention to all communications from their insurance companies, including payment statements, and should not hesitate to contact their provider with questions about price changes. Shopping around for insurance, particularly when facing significant price increases, can lead to substantial savings.

The case also highlights the value of choosing insurance companies with transparent pricing policies and strong customer service reputations. While Tryg has been cleared of legal wrongdoing, the controversy surrounding its pricing practices serves as a reminder that not all insurance companies operate the same way.