Antingen uppskattar du priset själv eller så hjälper försäkringsbolaget dig.

Yes. Antingen ... eller (så) ... is the standard Swedish way to say either ... or ....

• antingen = either
• eller = or
• så is often added before the second alternative

The core pattern is really antingen ... eller ..., but så is very common because it makes the second clause sound smoother and more clearly introduces the alternative.

Because Swedish main clauses normally follow the V2 rule: the finite verb comes in the second position.

Here, antingen is placed first in the clause, so the verb uppskattar has to come next:

• Antingen uppskattar du ...

If you started directly with the subject, you could say:

• Du uppskattar antingen ...

But in your sentence, antingen is fronted, so inversion happens and the verb comes before the subject.

Here så helps introduce the second full alternative. It is very common after eller in this kind of sentence.

Because så takes the first position in the second clause, the verb comes next:

• eller så hjälper försäkringsbolaget dig

So the order is:

• så = first position
• hjälper = finite verb in second position
• försäkringsbolaget = subject

Without så, the word order would normally be:

• eller försäkringsbolaget hjälper dig

Both patterns exist, but eller så ... is especially common in spoken and natural written Swedish.

Not here. This is a useful false-friend point.

The verb uppskatta can mean:

• appreciate
• estimate

In this sentence, with priset, it means estimate. So context tells you which meaning is intended.

Because priset is the definite singular form of pris.

• ett pris = a price
• priset = the price

Swedish often uses the definite form when talking about a specific thing already understood from the situation. Here it is the specific price/value being discussed, so priset is natural.

Here själv means yourself or on your own.

So uppskattar du priset själv means that you do the estimating yourself, rather than someone else doing it for you.

It adds the idea of personal responsibility or independence.

It refers to du.

So the sense is:

• you yourself estimate the price

It does not mean the price itself. If Swedish wanted to stress the price itself, it would more naturally use själva priset.

That is a very common distinction:

• själv = self / oneself
• själva = the very / itself

Yes, Swedish allows some movement, though the emphasis can change a little.

For example:

• Antingen uppskattar du priset själv ...
• Antingen uppskattar du själv priset ...

Both are possible, but they can feel slightly different:

• priset själv placement often emphasizes doing it on your own
• du själv placement emphasizes you personally

The original sentence sounds very natural.

Because dig is the object form of du.

• du = subject form = you
• dig = object form = you

In the second clause, försäkringsbolaget is the subject, and dig is the person receiving the action:

• försäkringsbolaget hjälper dig
• the insurance company helps you

So du would be wrong there.

It is a typical Swedish compound noun.

It can be broken down like this:

• försäkring = insurance
• bolag = company
• linking -s-: försäkrings-
• -et = definite ending

So:

• försäkringsbolag = insurance company
• försäkringsbolaget = the insurance company

This is very normal in Swedish. Instead of writing several separate words, Swedish often combines them into one compound.

No. If you remove så, the second clause normally changes word order.

With så:

• eller så hjälper försäkringsbolaget dig

Without så:

• eller försäkringsbolaget hjälper dig

That is because så occupies the first position and triggers the normal V2 pattern, where the verb comes second. If så is gone, the subject försäkringsbolaget usually comes before the verb.

So you should not normally remove så and keep hjälper försäkringsbolaget unchanged.