A warm company in a cold category.
Insurance is full of jargon, waiting and distrust. Goodly exists to make the connection between people and insurance partners clear, quick and fair.
What Goodly is
Goodly ApS is the corporate platform behind specialist insurance brands. We build the brands people find, the journeys that qualify them, and the partnerships that give them a better choice.
We do not underwrite insurance. Our partners are insurance companies; our customers are the people who use our brands. Goodly sits in between, and is paid by partners when a customer chooses their product.
Consumer-facing brands are specific and built to convert. Goodly itself is broader, calmer and built to last: it signals the quality of our relationships, the quality of the decisions people make through us, and long-term value for everyone involved.
How we work
Four principles we return to in every decision.
- Clarity over noise
- Every brand answers one question for one audience. If a page does not help someone decide, it goes.
- Partners, not channels
- We treat insurers as partners with shared goals, shared data and shared responsibility for the customer.
- Compliance is design
- Consent, transparency and documentation are built into the journey, not added at the end.
- Long-term value
- We would rather grow steadily with the right partners than quickly with the wrong ones.
The people
Goodly is run by its partners, who share responsibility for strategy, brands and partnerships.
Mads Hannibal
Partner
More than ten years in paid media and performance marketing across search, social, affiliate and e-mail. Builds digital brands and customer journeys, and measures everything against acquisition cost and customer value.
LinkedIn — Mads Hannibal (opens in a new tab)Jacob Hartmann
Partner
Builds and scales digital businesses that deliver customers to financial partners across several markets. Specialised in media buying, affiliate marketing and turning data into growth.
LinkedIn — Jacob Hartmann (opens in a new tab)Peder Hostrup-Pedersen
Partner
IT consultant specialised in the insurance industry, with eight years of project work at Codan spanning solution architecture and project management. The link between business, systems and compliance.
LinkedIn — Peder Hostrup-Pedersen (opens in a new tab)
Build better connections with us.
Whether you are an insurer, an investor or someone who wants to work with us, we would like to hear from you.