Habit
Habit is a B2B2C embedded insurance distribution platform enabling retailers, telecoms, banks, mobility providers, and healthcare brands across Portugal to embed contextual protection products via API or white-label journeys, serving distributors and insurers through a single modular platform.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Habit does
Habit Analytics, Inc. is a B2B2C embedded insurance distribution platform that enables non-insurance brands and insurance carriers to embed contextual protection products directly into customer digital journeys and physical touchpoints. Founded in 2019 and headquartered in Lisbon, Portugal (with legal incorporation in Delaware, USA), the company operates an API-first platform with eight modular components — Product Configurator, Sales, Policy Management, Claims Management (with optional Third-Party Administrator capability), Customer Portal, Billing and Payments, Data and Reporting, and Compliance — supporting multi-country, multi-product, and multi-language deployment. The product portfolio spans mobility (auto, motorcycle, bicycle/scooter, breakdown, tire protection), everyday essentials (sports equipment, audiology, mobile devices), financial protection (bill protection, SME cyber), and health/lifestyle categories.
The company serves two customer types on its platform: distributors (retailers, telecoms, banks, mobility providers, health platforms) that embed insurance under their own brand via API or white-label journeys, and insurers that gain new distribution channels without building proprietary technology. Named distribution partners include Auchan, NOS, Luz Saúde, Banco Primus, Matrizauto, Pisca Pisca, Instituto Óptico, Europ Assistance, Doutor Finanças, Norauto, Deporvillage, Oney, Credibom, MyForce, and Wells. The platform supports both consumer and B2B insurance distribution (e.g., NOS B2B equipment protection launched in 2025).
Habit generates revenue through platform technology fees and B2B2C economics negotiated on a per-partnership basis under multi-year contracts. The company raised €5.2 million in November 2023 to accelerate global growth and operates with a team of approximately 15-20 employees led by co-founders Domingos Bruges (CEO) and Cristina Lopes (CTO). AI is deployed specifically for claims-processing automation rather than as a platform-wide differentiator.
Habit firmographics
Firmographics- Name
- Habit
- Legal name
- Habit Analytics, Inc.
- Website
- https://habit.io
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Habit is a B2B2C embedded insurance distribution platform enabling retailers, telecoms, banks, mobility providers, and healthcare brands across Portugal to embed contextual protection products via API or white-label journeys, serving distributors and insurers through a single modular platform.
- Ownership category
- akta.pro rank
Habit industry classification
Industry- Product category
- Embedded Insurance Platform
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Carriers and Related Activities (524)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Embedded Travel Insurance Distribution & APIs (THALALAA)
Keywords
Where Habit is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Habit business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Platform Technology Fees: Habit provides embedded insurance infrastructure to distributors and insurers, charging for platform access, API usage, and white-label configuration. The B2B2C model enables partners to offer insurance products under their own brand, with Habit handling backend operations including policy management, claims, and billing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based / Not publicly disclosed |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
Habit product offering
Product offeringCore offering
Habit operates an API-first embedded insurance distribution platform that enables insurers and non-insurance brands (banks, telcos, retailers, mobility providers, healthcare platforms) to embed contextual protection products into their digital and physical customer journeys. The platform handles the full insurance lifecycle including product configuration, sales via API or white-label journeys, policy lifecycle management, claims (with optional Third-Party Administrator services), billing, and real-time analytics. Insurance product categories distributed include mobility (auto, motorcycle, bicycle/scooter, breakdown, tire), everyday essentials (sports equipment, audiology, mobile devices), financial protection (bill protection, SME cyber), and health and lifestyle coverage.
Product overview
Habit offers a modular embedded insurance distribution platform launched in 2019, designed to distribute contextual protection products through partner channels. The core platform (Habit Platform) provides a single API with eight integrated modules: Product Configurator for designing insurance products, Sales for distribution through API or white-label journeys, Policy Management for policy lifecycle, Claims Management with optional TPA services, Customer Portal for self-service, Billing and Payments, Data and Reports for analytics, and Compliance management. The product portfolio spans four categories: Mobility (Auto, Motorcycle, Bicycles/Scooters, Breakdown, Tire Protection), Everyday Essentials (Sports Equipment, Audiology, Mobile Devices), Financial Protection (Bill Protection, SME Cyber), and Health and Lifestyle (Health Services, Health Plans). Habit operates on a B2B2C model, enabling distributors (retailers, telcos, banks, mobility companies) and insurers to offer insurance at the moment of purchase or service, with full operational support including claims handling.
Differentiator
Problem solved
Functional benefit
Brands
- CharClub: Habit Burger's loyalty program membership scheme, offering exclusive pre-opening VIP events and Free Charburger Day access to members.
- Dodgers x Habit Home Base
Products and services
- Habit Platform Core embedded insurance distribution platform providing a single API and comprehensive tools for insurers, distributors, and partners to distribute insurance products contextually within customer journeys across financial services, telecom, retail, mobility, and healthcare.
- White-Label Journeys Turnkey white-label insurance distribution solution for partners wanting quick, frictionless configuration without technical integration complexity, branded in the partner's identity.
- TPA Services (Third Party Administrator) Third-Party Administrator services for claims management, allowing Habit to handle the complete claims process — including AI-driven automation — on behalf of insurance partners.
- Health Assessor Digital health assessment tool for preventive care delivered through healthcare partners as part of the embedded insurance platform.
- NOS B2B Equipment Protection Embedded B2B equipment protection insurance covering smartphones, laptops, tablets, smartwatches, consoles, and televisions, distributed through the NOS App ecosystem.
- Auto Insurance Vehicle insurance products distributed through embedded channels for car purchases, leasing, or subscription, enabling fully digital policy purchase and management.
Quantifiable outcome
- Product launch in weeks rather than months
- +2 more outcomes
Companies that use Habit
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles6 records
Habit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature6 records
Habit partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and flagship.
- NOScoreNOS, a leading telecommunications provider in Portugal, partnered with Habit to bring insurance products into its digital ecosystem. The partnership integrates protection products directly into the NOS App, creating a seamless customer experience and unlocking new revenue streams while reinforcing NOS's role as a trusted everyday brand. Habit continued to expand the partnership with new B2B equipment protection offerings for business customers.
- Doutor FinançascoreDoutor Finanças partnered with Habit to strengthen financial protection for Portuguese consumers, offering protection against payment disruptions and expanding the Habit ecosystem into the financial advisory space.
- Banco PrimuscoreBanco Primus partnered with Habit to launch a 100% digital car insurance offering. The partnership enables customers to request, select, and purchase protection in minutes through a simplified online experience, increasing conversion rates and modernizing the bank's digital customer journey while strengthening its digital value proposition.
- Europ AssistancecoreEurop Assistance partnered with Habit to expand distribution channels through a B2B2C model. The partnership enables direct insurance embedding in digital experiences, making subscription simpler and more accessible while reaching new customer bases in travel and mobility segments.
- Luz SaúdecoreLuz Saúde partnered with Habit to launch digital services including a Health Assessor and Luz On Prime. The partnership creates a more data-driven and engaging approach to preventive healthcare integrated into patients' daily lives, strengthening Luz Saúde's preventive care strategy.
- Pisca PiscaflagshipPisca Pisca, Portugal's leading used car marketplace, partnered with Habit to simplify mobility insurance for car buyers. The integration provides a fully digital insurance journey directly on the platform, enabling customers to compare protection options and purchase coverage instantly, increasing buyer confidence and optimizing the purchase experience.
- Matrizauto (Grupo JAP)flagshipMatrizauto, Portugal's leading used car retailer and part of Grupo JAP, partnered with Habit to embed protection in the car buying journey. The partnership covers digital car insurance, tire protection, and invoice protection, providing customers peace of mind from day one while strengthening Matrizauto's tech-driven mobility experience.
- SABSEGcoreSABSEG partnered with Habit to drive digital affinity innovation, adopting embedded insurance solutions to modernize their digital distribution capabilities.
- Oney InsurancecoreOney Insurance partnered with Habit and Deporvillage in an innovative three-way partnership to provide sports equipment insurance solutions.
- DeporvillagecoreDeporvillage partnered with Habit and Oney Insurance to offer sports equipment insurance, creating a comprehensive protection solution for sporting goods customers.
- IcarecoreIcare partnered with Habit to provide car insurance solutions in Portugal, launching a partnership with Volvo Car Portugal to offer automotive coverage.
- EdenredcoreEdenred partnered with Habit to make protection simpler for Edenred users in Portugal, integrating insurance solutions into the employee benefits ecosystem.
- Real Vida SeguroscoreReal Vida Seguros partnered with Habit to explore new ways of developing and distributing life insurance products in Portugal, combining Habit's platform capabilities with Real Vida's insurance expertise.
- AuchanflagshipAuchan, a major retail group, partnered with Habit to provide bicycle and scooter insurance at point of sale. This simple, embedded protection gives customers confidence in their new mobility purchases while strengthening Auchan's value proposition as a trusted retailer for urban mobility solutions.
- Instituto ÓpticocoreA leading optical retail group partnered with Habit to offer eyeglass insurance at point of sale, both online and in-store. The protection product improves customer confidence, extends product value, and aligns with the brand's premium positioning and post-sale service strategy.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Habit competitors and assessment
Company assessmentEmerging players
- Anansi: Embedded insurance technology provider focused on retail e-commerce checkout integrations. Directly comparable to Habit's retail vertical (Auchan, Instituto Óptico) with similar API-driven distribution approach.
- Loadsure: UK-based embedded freight insurance platform for logistics marketplaces and shippers. Adjacent to Habit's embedded insurance model, demonstrating the same B2B2C playbook applied to the logistics vertical.
Direct peers
- Zego: UK-headquartered mobility-focused insurtech offering usage-based and embedded vehicle insurance through fleet operators and mobility platforms. Overlaps with Habit's mobility partner portfolio (Matrizauto, Pisca Pisca, Norauto) but operates more directly as an insurer/MGA rather than a pure distribution platform.
- Qover: Belgian embedded insurance orchestration platform offering API-based insurance distribution across mobility, health, and consumer lines in Europe. Direct competitor to Habit with overlapping verticals (mobility, health) and similar SaaS-style revenue model targeting brands and insurers.
- INSHUR: UK-based on-demand commercial auto insurance platform with embedded distribution via mobility partners. Comparable to Habit's mobility vertical and its embedded API approach, though narrower in product scope.
- bolttech: Singapore-headquartered global embedded insurance platform connecting insurers with distribution partners across multiple geographies. Closest direct competitor to Habit, operating at significantly larger scale with hundreds of millions in funding and a similar B2B2C API-first model.
- Covercube: Embedded insurance platform enabling brands to offer insurance products through digital experiences, with focus on distribution-as-a-service for non-insurance brands. Closely aligned with Habit's B2B2C model and target verticals.
Broad incumbents
- wefox: European digital insurance platform with broker enablement and embedded distribution capabilities. Operates broader than Habit in scope but shares the European market focus and digital insurance technology positioning.
Others
- Shift Technology: AI-native insurance fraud detection and claims automation provider serving global insurers. Comparable to Habit's AI-powered claims automation feature and serves the same insurer partner base that Habit works with.
- Akur8: AI-powered insurance pricing and underwriting platform serving insurers globally. Adjacent to Habit's technology stack, particularly relevant as Habit expands TPA capabilities and AI-driven claims automation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Habit social profiles
Digital presenceHabit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Habit leadership team
Management profileNumber of profiles
Profiles4 records
Habit funding detail
Funding detailFunding overview
Funding rounds5 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Habit M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Habit
What does Habit do?
Habit operates an API-first embedded insurance distribution platform that enables insurers and non-insurance brands (banks, telcos, retailers, mobility providers, healthcare platforms) to embed contextual protection products into their digital and physical customer journeys. The platform handles the full insurance lifecycle including product configuration, sales via API or white-label journeys, policy lifecycle management, claims (with optional Third-Party Administrator services), billing, and real-time analytics. Insurance product categories distributed include mobility (auto, motorcycle, bicycle/scooter, breakdown, tire), everyday essentials (sports equipment, audiology, mobile devices), financial protection (bill protection, SME cyber), and health and lifestyle coverage.
Is Habit a public or private company?
Habit is a private company. It is classified as venture growth investor backed and is currently operating.
When was Habit founded?
Habit was founded in 2019. It employs 11 to 50 people.
Where is Habit based?
Habit is headquartered in New York, United States, in the North America region.
How does Habit make money?
One revenue line is on record: platform Technology Fees.
Who are Habit's main competitors?
Emerging players on record are Anansi and Loadsure. Direct peers are Zego, Qover, INSHUR, bolttech and Covercube. wefox is listed as a broad incumbent. Others are Shift Technology and Akur8.
Does Habit have an API?
Yes. Habit provides a single API for insurance distribution integration. The platform offers API integrations, white-label journeys, and in-store portals for insurance sales. Partners can integrate protection into existing digital journeys through APIs or choose white-label solutions for quick setup. The API supports modular integration with banking systems, CRMs, and digital channels. Documentation is available at developers.habit.io/distributors/. Developer documentation is at developers.habit.io/distributors.
What industry is Habit in?
Habit's product category is Embedded Insurance Platform. Its primary akta.pro industry code is THALALAA, Embedded Travel Insurance Distribution & APIs. Its NAICS code is 5242 and its SIC code is 6411.