2026 rank
Mullvad, rank 47
- Rival 50 Score
- 3.5
- Differentiation
- 4.33
- Relevance
- 4.0
- Talkability
- 4.27
About Mullvad
Mullvad is a VPN service founded in Sweden in 2009. It offers anonymous accounts identified by a random number, with no email or name required, at a single flat monthly price.
Why it’s a challenger
The VPN category tends to build trust through data collection: accounts, emails, identity checks and tiered pricing. Mullvad refuses all of it, offering anonymous account numbers and one flat €5 monthly price with no upsells. It frames privacy as a civil-rights fight rather than a product feature. As of July 2026, its employee count had grown 32 percent over the previous year.
This brand is in the Rival 50 2026 list. The report’s deep dives cover 14 of the top 20.
Reviewers’ view
Reviewers credited Mullvad with critiquing mass surveillance in a way no other VPN does, notably through its “And then?” campaign, paired with playful visuals that are atypical for the category.