SAS is expanding the reach of its EuroBonus loyalty programme beyond travel through a new partnership with the Tryg Group, allowing members across Scandinavia to earn points on selected insurance products.
The collaboration will be rolled out in Sweden, Denmark and Norway, where customers purchasing qualifying insurance policies from Tryg or its Swedish subsidiary Trygg-Hansa will be able to collect EuroBonus points alongside their everyday spending.
The initiative represents another step in SAS’s strategy to position EuroBonus as a broader lifestyle programme rather than solely a frequent flyer scheme.
Bringing loyalty rewards into everyday life
Under the agreement, EuroBonus members will earn points when purchasing selected insurance products from Tryg in Denmark and Norway and from Trygg-Hansa in Sweden.
The partnership is designed to strengthen the connection between everyday financial decisions and travel rewards, giving members additional opportunities to accumulate points outside of flights, hotels and travel-related purchases.
Madeleine Svantesson, Head of EuroBonus Partners at SAS, said the collaboration reflects the airline’s ambition to make the loyalty programme relevant throughout the year.
“EuroBonus should deliver value in everyday life, not only when people travel. Our partnership with Tryg makes the programme more relevant to more members and gives them points on products they already need. It is a natural extension of the EuroBonus universe and a strong Scandinavian match between companies built on trust, reliability and great customer experiences,” she said.
Targeting new customers across Scandinavia
For Tryg Group, the partnership provides access to one of the region’s largest and most established loyalty programmes.
The insurer expects the collaboration to help attract approximately 40,000 new customers across Scandinavia over the next five years by linking insurance purchases to travel-related rewards.
Niklas Idén, Head of Private at Trygg-Hansa in Sweden, said the programme creates a direct connection between insurance products and benefits that customers already value.
“We see significant potential in combining Tryg’s reliability with a strong and well-known loyalty programme like SAS EuroBonus, and the EuroBonus points create a clear link between insurance and the travel benefits members already use,” he said.
Expanding the EuroBonus ecosystem
The agreement is part of a broader trend among airline loyalty programmes to expand beyond aviation and become integrated into customers’ daily spending habits.
By partnering with companies across sectors such as finance, retail, hospitality and now insurance, SAS aims to increase engagement with EuroBonus members while providing more opportunities to earn points between trips.
The move comes as SAS continues to strengthen its customer proposition following major changes to its business and loyalty strategy in recent years.
A partnership built on Scandinavian heritage
The two companies also highlighted their long histories within the region. SAS is celebrating its 80th anniversary in 2026, while the Tryg name has been associated with insurance services in Scandinavia for nearly 130 years and traces its roots back almost 300 years.
According to both partners, the collaboration is founded on shared Scandinavian values including trust, reliability, quality and long-term customer relationships.
As loyalty programmes continue to evolve into broader lifestyle ecosystems, the SAS-Tryg partnership demonstrates how airlines are increasingly seeking relevance in customers’ everyday lives, not just when they travel.
