About us

PriceRunner's ambition is to offer consumers a fantastic service. You can rest assured that we are always on your side as a consumer in the online jungle of retailers and products. We love what we do and are incredibly proud to help people make wise decisions and save a lot of money – every day of the year.

  • UK's independent price comparison service with over 2.6 million products.
  • Great offers every day – compare prices and offers from over 6,100 retailers.
  • 126,000,000 prices updated daily on all our sites.
  • Compare prices, including shipping, from foreign countries – we only feature retailers that deliver to the UK.
  • 18,2 million visits every month in all countries.
  • Free to use.
  • PriceRunner Buyer Protection covers your purchases up to £5,000 – free of charge!
  • Professional testing of 1,300 products in 150 categories – everything from treadmills to prams.
  • Over 150,000 recent user reviews of products and retailers.

PriceRunner was founded in 1999 and is active in the UK, Sweden, Denmark and Norway. PriceRunner is owned by Klarna.

We are a team of 175 ambitious PriceRunners who work to develop the best service for comparison shopping. PriceRunner is completely independent; we are not owned by or dependent on any manufacturer, retailer or other organisation that might have an interest in providing biased information.

PriceRunner's mission is to help consumers find better products and better prices. Every month we help hundreds of thousands of consumers to find better, cheaper products and save money by comparing prices for a particular product.

Our vision is to be an independent, credible source the consumer can always rely on when they compare products online. We think what we do is really exciting – E-commerce is seeing a strong growth and we want to help shoppers make smarter decisions!

History

PriceRunner was founded in 1999 and is active primarily in Sweden and Denmark with other smaller sites in a further two countries. We work to develop the best comparison shopping service. PriceRunner is completely independent; we are not owned by or dependent on any manufacturer, retailer or other organisation that might have an interest in providing biased information.

PriceRunner's mission is to help consumers find better products and better prices. Every month we help hundreds of thousands of consumers to find better, cheaper products and save money by comparing prices for a particular product. Our vision is to be an independent, credible source the consumer can always rely on when they compare products online.

We think what we do is really exciting – E-commerce is seeing a strong growth and we want to help shoppers make smarter decisions!

A brief history

1999

PriceRunner was founded in Sweden by Kristofer Arwin, Martin Alexandersson and Magnus Wiberg. The investment was financed by Cell Ventures. PriceRunner was established as one of the first websites for comparison shopping in Europe.

2000

PriceRunner expands to Denmark and the United Kingdom.

2004

PriceRunner’s expansion continued to France and Germany. During this year PriceRunner was acquired by the American media concern “Conversant” (previously ValueClick). PriceRunner launched “Merchant of the Year” to highlight the most loved shops.

2005

PriceRunner launches in the US.

2006

PriceRunner launches in Austria.

2008

PriceRunner launches its first apps for iOS and Android. The company starts migrating [the technical platform] to Shanghai in October of 2008.

2009

PriceRunner launches the first mobile-friendly website. The US platform was shut down in the same year in conjunction with the efforts to migrate to the technical Shanghai-platform.

2013

The American media concern IAC acquires PriceRunner.

2016

PriceRunner once again gets Swedish owners when the investment company Nordstjernan, Karl-Johan Persson, Nicklas Storåkers and Mikael Lindahl acquire the company. In July PriceRunner acquires “EDB Priser” and in September PriceRunner acquires “Bäst-i-Test.”

2017

PriceRunner launches a new design for the platform. In December the company closes its office in Shanghai.

2018

PriceRunner launches a new upgraded platform in the UK. PriceRunner launches the e-commerce index, which measures patterns among e-merchants in Denmark and Sweden. In June the company shuts down its platforms in France and Austria.

2019

PriceRunner launches its first data & analysis service.

2020

Investment company eEquity, Nicklas Storåkers and other existing shareholders acquire Nordstjernans share of PriceRunner. Magnus Wiberg, partner at eEquity, was one of the original founders of PriceRunner in 1999. He returns the same year as board member. In June the company shuts down their platform in Germany.

2021

PriceRunner launches several updates such as comparison of delivery options and costs, buying guides to help consumers find the right product and managing of versions on more than a third of all products. PriceRunner acquired Prisguiden in October and thereby expanded operations to Norway.

In November, Mikael Lindahl replaces Nicklas Storåkers as CEO. Klarna announces their acquisition of PriceRunner.

2022

The Swedish financial supervisory authority Finansinspektionen approves the deal with Klarna on the 17th of March 2022. PriceRunner is officially part of Klarna since April 1st, 2022.

Sustainability and guidelines

Activities for sustainable social development

PriceRunner's mission is to help consumers find better products and better prices. This means that we help consumers save money, but also to find better quality products that last longer.

PriceRunner contributes to sustainable social development through:

  • Helping millions of consumers compare prices for over 2.2 million products. This allows consumers to save billions. This contributes to price pressure and to reducing the concentration of profits in a small number of large companies. Instead, this surplus is distributed to millions of consumers, resulting in increased prosperity.
  • We aim to have environmental filters on all product categories. In this way, we can help consumers reduce the climate impact of their purchases.
  • We carry out professional long-term testing of products. This allows us to identify the most sustainable products. We prioritise serious companies and quality products, which reduces climate impact.
  • We have a Code of Conduct that maintains a high standard regarding conflicts of interest, equality, compliance with rules and respectful communication. By doing so, we contribute to building a democratic society.
  • We actively discourage non-objective differences in salary, compensation and career opportunities between women and men. This helps contribute to increased equality in society.
  • Our CEO speaks about many important issues relating to e-commerce and takes part in the public debate on online shopping. By doing so, we contribute to an open conversation about problems concerning e-commerce, and how e-commerce can become safer and better.

Code of Conduct

PriceRunner has a Code of Conduct that all employees and board members are required to follow. The Code of Conduct refers to how we at PriceRunner require our employees and board members to treat colleagues, customers, users, suppliers, authorities, other internal and external parties and society as a whole.

The Code of Conduct covers all companies within the PriceRunner Group and includes, among other things, guidelines regarding:

  • The workplace
  • Communication and collaboration
  • Compliance with laws and regulations
  • Equality
  • Leadership and delegation
  • The environment
  • Relations with customers, suppliers and other external parties
  • Relations with other colleagues
  • Confidentiality
  • Conflicts of interest
  • Benefits at work
  • Use of alcohol and drugs

Whistle-blower policy

PriceRunner has a whistle-blower policy that all employees and board members are required to follow. Our whistle-blower policy refers to how employees and board members should report abuses and significant deviations from PriceRunner's Code of Conduct, laws and regulations. All reporting can be done via an external company to ensure objective and correct handling of each case and the opportunity to remain anonymous.

The whistle-blower policy covers all companies within the PriceRunner Group and includes, among other things, guidelines regarding:

  • How to report
  • What should be reported
  • Opportunity to be anonymous
  • Protection against reprisals
  • Process for managing reports

Contact us

Members and visitors

Want to contact PriceRunner? The easiest way is to email us or write a question on our Facebook page, Twitter or Instagram.

Personal data management

For questions regarding PriceRunner's management of personal data, please contact our data compliance officer, Mikael Lindahl, via email privacy@pricerunner.com.

Retailers and manufacturers

Are you interested in displaying your products on PriceRunner? If so please email us on listnings@pricerunner.com.

Advertisers

Are you interested in advertising on PriceRunner? If so please email us on listnings@pricerunner.com.

Media

Are you a journalist with questions about PriceRunner or product and price information? Please feel free to contact one of us in the list below!

Christine Gouldthorp

Press & Media Manager (+46 73-673 81 81)

Press enquiries regarding e-commerce analysis and consumer trends.

Contact

Mikael Lindahl

CEO & E-commerce Expert

Contact for enquiries regarding PriceRunner.

Contact

Philip Johannessen
Head of Branding & Social

Contact for enquiries regarding branding and collaborations.

Contact

Management

Mikael Lindahl, CEO

What’s your background?

Born in 1987. Uppsala University and the Royal Institute of Technology, Sweden. After that I spent 10 years in tech-related business development at Avanza, film2home, NS Intressenter and I've now been at PriceRunner since 2016.

Why did you choose to work at PriceRunner?

Because we really create value both for the users and the merchants in a growing market. I also like the growing need for someone to hold the consumer's hand as they navigate in the jungle of online stores and products, because there are more and more online shops popping up and the nearest competitor is only a click away. This means that we always have to be best and to continue improving every day.

What are your favourite gadgets?

I love the boat accessory category on PriceRunner! It's always fun when one of the "big four" – Simrad, Garmin, Lowrance or Raymarine – releases a new series of plotters or GPSs. But this year's "must have" is the Deeper Smart Sonar Pro+ sonar. It's a neat little ball that you drop into the water and then you can see the fish on your mobile phone!

LinkedIn: https://www.linkedin.com/in/mikael-lindahl-a008a533

Martin Andersen, Head of Merchants

What’s your background?

Born in 1976. Business & Economics, School of Economics. Martin Andersen founded PriceRunner in Denmark in 2000, and has been part of the management team ever since.

Why did you choose to work at PriceRunner?

Price comparison has always been a part of my life – so my hobby became my job. PriceRunner is involved in changing how we shop – I'm very proud to work with a business that's making a difference. We are a company full of entrepreneurs, all of whom are passionate about creating the best possible service, and it's a great feeling.

What are your favourite gadgets?

My family has just moved house, so we are spending a lot of time on finding exciting things for our home. Our latest purchase was two lamps and a great table from the Danish design brand HAY. My favourite gadget is without doubt my wireless Sonos Play 1 speaker, and for my home it's a pressure washer.

LinkedIn: https://www.linkedin.com/in/martindandersen

Sofia Berglind, Head of People

What’s your background?

Born in 1971. Personnel Management, Stockholm University, Sweden. I've worked to develop companies within service, telecoms and financial technology, among others Rebtel and Trustly.

Why did you choose to work at PriceRunner?

This is a service that brings true benefits and value to many people, in combination with a really strong brand. And of course for the chance to be involved in building a successful company with high ambitions – there's nothing I enjoy more! I'm addicted to seeing companies grow!

What are your favourite gadgets?

Anything to do with food! From mandolines and salad spinners to a really good mortar or a pepper mill. My top tip – buy a reliable and accurate thermometer for when you're cooking, and ideally one that is controlled via an app, such as the Gastromax 6696!

LinkedIn: https://www.linkedin.com/in/sofiaberglind

Roger Forsberg, Head of Tech

What’s your background?

Born in 1972. Computer Science, Uppsala University, Sweden. Built the technology behind the internet bank Avanza since 1998. CTO at Avanza 2014-2016.

Why did you choose to work at PriceRunner?

Firstly, because of the product itself. Price comparison is the best thing that's happened since sliced bread. And secondly, it's a new business with strong owners. Together with a well-known brand that's going well... I think it's an irresistible combination. For me this is the best of two worlds: a new business with the feel of a start-up and the security of an established company.

What are your favourite gadgets?

Quality items for a good price. I feel strongly about good kitchen knives, and the Global GS-91 is a clear winner. Otherwise I have lots of favourites in the garage, such as a Husqvarna 435 chainsaw with a 15" blade. It's incredibly tough.

LinkedIn: https://www.linkedin.com/in/rogerforsberg

Tobias Jacobsson, Head of Content

What’s your background?

Born in 1977. Industrial Economics, Luleå University of Technology, Sweden. In 2010, I founded the Swedish consumer guidance site Bäst-i-test.se, which was acquired by PriceRunner in 2016.

Why did you choose to work at PriceRunner?

I have the privilege to work with some of the foremost product experts and gadget nerds in Europe. Together we carry out tough product tests so that we can give sound and practical buying advice to consumers. It's both great fun and provides true social benefit.

What are your favourite gadgets?

I like all types of vacuum cleaner. I actually like them so much that I applied for a patent for a vacuum gate for wet vacuum cleaners. Apart from my own invention, the Neato Botvac D5 robotic vacuum cleaner and the Dyson V8 stick vacuum cleaner are amongst the coolest innovations in recent years.

Hannes Lindroos, Head of Finance

What’s your background?

Born in 1979. IT at KTH and Business & Economics at Stockholm University, Sweden. I previously worked digitally with both economics and technology, most recently at SAS. Started at PriceRunner in 2014.

Why did you choose to work at PriceRunner?

I love the product and the obvious user value it provides. As a user, it will always be relevant for me to be able to find exactly the right product for my needs and to simultaneously find the best deal for that product in terms of price, availability and delivery. PriceRunner is extremely well-positioned at the heart of e-commerce and there's lots of fun things we can do both with and at PriceRunner.

What are your favourite gadgets?

I'm nerdy about everything, but perhaps primarily toys, sports and leisure, garden, tools and home electronics. Just now I'm doing renovation work and I'm mainly concentrating on finding tools that make it easier and more fun to work. I'm really happy with my Bosch GCM 8 SJL mitre saw, together with the Bosch GTA 3800 work bench and Bosch GAS 20L vacuum cleaner, but now I'm eyeing up the Festools table saw.

The Board

Paul Fischbein, Chairman

What’s your background?

Born in 1973. Business & Economics, Lund University, Sweden. Started Tretti.se and was then CEO of the Nordic e-commerce group Qliro Group. In addition to working with PriceRunner, I'm currently on the board of several growth companies.

Why did you choose to work at PriceRunner?

For 20 years I've worked with e-commerce and with delivering great products at competitive prices. PriceRunner has been an important collaboration partner in my earlier assignments and to now be able to work with PriceRunner feels very stimulating.

What are your favourite gadgets?

The product I use most is my smartphone, so my answer has to be simply "Apple iPhone". I'm now thinking about upgrading to a brand new iPhone 13 Pro.

LinkedIn: https://www.linkedin.com/in/paul-fischbein-92790a4/

Birgitta Hagenfeldt, Member of the Board

What is your background?

Born in 1961. Master of Business and Economics, University of Örebro. Worked as an authorised accountant at KPMG from 1980 to 2002. From 2002 to 2008 I was Head of Administration at RAM Rational Asset Management and then CFO and Deputy CEO of the online bank Avanza from 2008 to 2021.

Why have you chosen to sit on the PriceRunner board?

E-commerce is growing at an incredible pace and many people have learned to shop this way. PriceRunner has an important role to play, not only in terms of price but also in providing advice on which products to choose. It feels great to be part of PriceRunner's growth journey.

What are your favourite gadgets?

I'm very fond of technical gadgets, especially Apple's products, ranging from computers, iPads and mobiles to headphones and watches.

LinkedIn: https://www.linkedin.com/in/birgitta-hagenfeldt-78884717/

Magnus Wiberg, Board Member

What is your background?

Born in 1970. Civil Engineer in Industrial Economics. Co-founded PriceRunner in 1999, which was sold to Value Click in 2004 and remained with the company until the end of 2005.

Why have you chosen to sit on the board of PriceRunner?

I’ve done investments in e-commerce for the past 10 years at eEquity, which is a sector fund focusing on digital growth oriented businesses and price comparison is a natural part of the online buying process. Additionally, I was one of the founders of PriceRunner, so it feels super exciting to come back to “my” company.

What are your favourite gadgets?

I always have a pair of portable speakers when I’m out and about or traveling so I can have great music in my hotel room.

Read more: https://www.eequity.se

LinkedIn: https://www.linkedin.com/in/magnus-wiberg-ba10306/

Pernilla Nyrensten, Board member

What is your background?

I grew up in an entrepreneurial family and have worked in customer communications since childhood. I am the CEO and co-founder of RevolutionRace, which is now a public company on the Stockholm Stock Exchange.

Why have you chosen to sit on the PriceRunner board?

PriceRunner is a very exciting comparison service with a unique positioning. PriceRunner has an infinitely scalable platform, where customer benefit is the focus. I am positive about PriceRunner's ability to continue to expand and grab market shares in both existing and new markets. I hope to contribute with my expertise in e-commerce and marketing.

What are your favourite gadgets?

Exercise equipment such as dumbbells, rubber bands, yoga mats, nail mats and technology gadgets. But also, products like speakers and airpods.

LinkedIn: https://www.linkedin.com/in/pernilla-nyrensten-163829151/

John Hedberg, Board member

What is your background?

Born in 1972, Master of Business and Economics at the Stockholm School of Economics, then McKinsey, Bonnier, Relacom, Nordic Capital and since 2016 CEO of Creades.

Why have you chosen to sit on the PriceRunner board?

Creades, where I work, became an owner of Pricerunner in the spring of 2021 and we like to work closely with our holdings. It's a really good board!

What are your favourite gadgets?

My Korean table grill, a Big Green Egg and a Mapp gas burner.

LinkedIn: https://www.linkedin.com/in/john-hedberg-72852233/

Aleksander Lyckow, Chief Auditor

Born in 1980. Authorised Public Accountant, PWC.

Nicklas Storåkers, Member of the Board

What’s your background?

Born in 1974. Business & Economics, School of Economics, Sweden. Started the internet bank Avanza and was CEO for the period 1999-2011.

Nicklas-Storåkers

Why did you choose to work at PriceRunner?

I love doing good things for my fellow human beings. A service I can be proud of when I talk to my friends and family. At PriceRunner, we help consumers to find better products at lower prices. It's by far the most enjoyable job I've ever had.

What are your favourite gadgets?

I'm a bit of a gadget geek, so it's hard to say. Various kitchen and garden appliances are probably closest to my heart. So things like blenders, secateurs and robotic lawnmowers. My very favourite product right now is the ARS VS-8Z, a pair of Japanese secateurs in forged steel. They're incredibly sharp!

LinkedIn: https://www.linkedin.com/in/nicklas-storåkers-4ba79133

Owners

PriceRunner is owned by Swedish global payments and shopping service Klarna. Klarna was founded in 2005 and is now one of Europe's largest banks with 147 million active customers and 400,000 stores.

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