Alicia Insurance

What Alicia Insurance does

Alicia Insurance is a Rotterdam-based Managing General Agent (MGA) and embedded insurance provider that builds and distributes digital, usage-based insurance products targeted at freelancers, self-employed professionals, and gig workers across six European markets. Founded in 2019 by Marijn Moerman (CEO) and Richard Arnold (CTO/COO), both with 20 years of insurance-industry experience, the company operates through two AFM-regulated entities — Alicia Insurance B.V. (broker/advisor, AFM 12046794) and Alicia MGA B.V. (authorized agent, AFM 12009343) — and runs a direct-to-consumer portal (your.alicia.insure) alongside embedded distribution with digital banks, HR platforms, and work platforms such as Knab, HeadFirst Group, and Temper.

The company's core asset is a modular, end-to-end insurance technology platform built from scratch on cloud-native AWS infrastructure and organized into four studios: Product & Distribution Studio (digital product configuration and white-label sales funnels), Underwriting & Admin Studio (policy administration with configurable underwriting flows), Claims Management Studio (fully digital claims filing with four-eye-principle controls and auto-fill of policy data), and Data Insights Studio (Metabase-powered dashboards). The platform is API-enabled with Stripe billing integration and can be deployed plug-and-play or fully tailor-made. Supporting tools include Insurance Check-In (digital compliance self-declaration, 700+ declarations processed) and a Digital Advisor Portal for broker distribution. The platform insures 200,000+ people across 400+ occupations.

Commercially, Alicia generates revenue through four streams: ongoing commission from insurers as a broker for indemnity insurance (subscription/recurring), fixed and monthly advisory fees for complex or high-impact products (professional services), MGA premium administration economics on policies underwritten with 10+ international risk carriers (AIG, Chubb, HDI, MSIG, Allianz, Ansvar, DAS, Quantum Leben), and technology licensing of modular platform components (user portals, policy admin, claims, funnels) to insurers, MGAs, and brokers. Distribution is primarily B2B2C via embedded white-label integration into partner platforms, complemented by an advisor channel and a direct consumer portal. Pricing is quote-based and not publicly disclosed. The company secured €7 million in seed funding in January 2023 from investors including Achmea Innovation Fund, Randstad Innovation Fund, and Volta Ventures (lead), and is held under Lockhart Holding B.V.

Name

Alicia Insurance

Legal name

Alicia Insurance B.V.

Website

https://alicia.insure

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Alicia Insurance is a Dutch embedded insurance MGA that builds and distributes digital, usage-based insurance products for freelancers and self-employed professionals via bank, HR, and gig-work platform partners across six European markets.

Ownership category

akta.pro rank

Product category

Embedded Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

akta.pro secondary industries

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL), Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB)

Keywords

• Embedded insurance platform
• Freelancer insurance products
• Managing general agent
• Insurance technology solutions
• Digital insurance distribution

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Intermediation/ Brokerage Commission: Alicia receives ongoing commission from insurance providers for services related to indemnity insurance. Also receives commission from insurers for authorized agent (MGA) activities.
2. Advisory Services Fees: Fixed rate fees for services related to complex and impactful products. Monthly service fees for ongoing service and support, with amount and scope agreed with customers in advance.
3. MGA (Managing General Agent) Premium Administration: As a licensed MGA, Alicia administers insurance policies with risk carried by partner insurers. Generates revenue through MGA agreements with 10+ international risk carriers.
4. Technology Licensing/ White-label: Licensing modular tech platform components (user portals, policy admin, claims, funnels) to partners. Plug-and-play or tailor-made configurations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Alicia Insurance operates as a Managing General Agent (MGA) and broker providing a modular end-to-end insurance technology platform that enables partners such as digital banks, HR platforms, gig work platforms, and insurance advisors to embed digital insurance products into their customer journeys. The company designs, underwrites, distributes, and administers insurance products (notably for freelancers and self-employed professionals) covering liability, disability, accident, life, legal assistance, and usage-based/collective insurance, with white-label and plug-and-play deployment options.

Product overview

Alicia Insurance operates as a Managing General Agent (MGA) with three business units: Alicia Insurance B.V. (broker), Alicia MGA B.V. (MGA), and Alicia Benefits B.V. (affiliated institution). The core offering is a modular end-to-end insurance technology platform comprising five integrated modules: the Product Studio for digital product configuration and distribution, the Underwriting & Admin Studio for policy administration, the Claims Management Studio for claims handling, and the Data Insights Studio for analytics. Additional modules include the Insurance Check-In (compliance verification tool), Digital Advisor Portal, Digital Insurance Funnel, and Niche Product Solution. These modules can be delivered individually or as a complete stack, enabling embedded insurance for banks, insurers, MGAs, brokers, advisors, and platforms. For direct-to-consumer insurance, Alicia offers freelancer-specific products including business liability, occupational disability (AOV), professional liability, accident, term life, legal assistance, business equipment, and workation insurance, along with specialized products like sick pay and collective insurance for gig workers. The platform operates in 6 European markets and insures over 200,000 people.

Differentiator

Problem solved

Functional benefit

Products and services

• Alicia Tech Platform Modular end-to-end insurance technology platform enabling fully digital product configuration, distribution, underwriting, policy administration, claims management, and analytics. Components can be delivered individually or as a complete stack; designed for insurers, MGAs, banks, brokers, and digital platforms.
• Product Studio Digital product and distribution studio for configuring and selling fully digital insurance products with white-label branding, configurable questions, pricing, FAQs, terms, and IPIDs; supports self-service purchasing in minutes.
• Underwriting & Admin Studio Policy administration and underwriting module that consolidates customer information in a single overview, designed for and by insurance professionals.
• Claims Management Studio Claims management module enabling fully digital claims filing in minutes with auto-filled customer and policy data, change logs, and built-in security features including four-eye principle for payment approvals.
• Data Insights Studio Analytics module using Metabase to build dashboards for data-driven decisions, actionable insights, and real-time product performance monitoring.
• Insurance Check-In Digital tool for confirming insurance coverage compliance via self-declarations; over 700 declarations processed with average 30-hour time savings per client.
• Digital Advisor Portal All-in-one portal for insurance advisors to manage clients digitally, with product overview, quotation creation, activity tracking, customer management, and transparency on commissions, insurance tax, VAT, and brokerage fees.
• Embedded Insurance for Banking Embedded insurance solution enabling banks and digital banking platforms to offer insurance products integrated into their existing apps as a one-stop-shop financial hub for customers.
• Digital Insurance for Insurers & MGAs Digital distribution solution enabling insurers and MGAs to offer niche insurance products online with seamless onboarding, bypassing internal tech queues and legacy systems.
• Tailor-Made Insurance Solutions Customized insurance solutions for any business, embedded seamlessly into user experiences with live deployment within a day; suitable for platforms, brands, and businesses seeking embedded insurance.
• Freelancer Insurance Products Individual insurance products for freelancers covering business liability, occupational disability (AOV), professional liability, accident, term life, legal assistance, business equipment, and workation insurance; tailored to profession, purchasable in 2 minutes, and daily cancellable.
• Sick Pay Insurance World-first sick pay insurance for gig workers providing financial support during illness, accidents, parental leave, or bereavement.
• Collective Insurance Collective insurance products for platforms and businesses offering group coverage for freelancers and gig workers with hourly premiums covered by clients.

Quantifiable outcome

• Digital insurance purchasing in under 4 minutes
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

16 partnerships are on record, tiered minor and core.

• ApertureminorStrategic or Co-development Partner · 28 February 2025FinTech investment and services company. Co-created Bancassurance whitepaper with Alicia. Aperture provides value-added embedded services to portfolio companies.
• KnabcoreChannel Partner/ Reseller/ Distributor · 3 January 2023Digital bank for freelancers serving as distribution channel for Alicia insurance products. Insurance embedded into Knab App with 7 tailored products. Over 20,000 active policies, >93% STP onboarding. Flagship bancassurance partnership.
• AIGcoreTechnology or Integration · 3 January 2023Risk carrier partner through MGA agreements. AIG Europe S.A., Netherlands Branch provides insurance risk capacity for Alicia's embedded insurance products.
• HDI Global Specialty SEcoreTechnology or Integration · 3 January 2023International risk carrier partner providing insurance risk capacity through MGA agreements for Alicia's embedded insurance solutions.
• ChubbcoreTechnology or Integration · 3 January 2023Chubb European Group SE is a risk carrier partner providing insurance capacity through Alicia's MGA structure for various insurance products.
• MS Amlin / MSIG Europe SEcoreTechnology or Integration · 3 January 2023MSIG Europe SE (formerly MS Amlin) provides risk carrier capacity for Alicia's MGA insurance products underwritten through MGA agreements.
• SFZ (Sociaal Fonds Zelfstandigen)coreChannel Partner/ Reseller/ Distributor · 1 January 2023Insurance advisor focused on freelancers. Digital purchasing funnel enabling self-service insurance buying. 1.27 policy density of Alicia products.
• HeadFirst GroupcoreChannel Partner/ Reseller/ Distributor · 1 January 2021International HR service provider, largest platform for professionals in Netherlands. 6 tailored collective insurance products protecting €150M revenue for 2,800+ professionals. Data-driven approach to coverage.
• TempercoreChannel Partner/ Reseller/ Distributor · 1 January 2019Hospitality gig platform for shift-based work. Alicia's first major partner, creating world-first usage-based and collective insurance for gig workers. 50,000+ products, 3 countries, €300k+ claims payouts.
• Allianz Benelux N.V.coreTechnology or IntegrationMajor insurance company providing risk carrier capacity through MGA agreements with Alicia for embedded insurance distribution.
• Ansvar Verzekeringsmaatschappij N.V.coreTechnology or IntegrationRisk carrier partner in Alicia's MGA network providing insurance capacity for niche insurance products.
• DAS Nederlandse Rechtsbijstand Verzekeringmaatschappij N.V.coreTechnology or IntegrationLegal insurance specialist providing risk carrier capacity for Alicia's legal assistance insurance products.
• Quantum Leben AGcoreTechnology or IntegrationInternational risk carrier providing life insurance capacity for Alicia's term life and other life-related insurance products.
• GoboonyminorChannel Partner/ Reseller/ DistributorMotorhome rental platform. Flexible rental insurance with seamless claims handling, roadside assistance integration.
• HienfeldminorChannel Partner/ Reseller/ DistributorDrone insurance provider. Fully digital application process with direct link to Hienfeld's back office.
• Acture & SharepeopleminorChannel Partner/ Reseller/ DistributorHR/staffing company offering disability insurance for freelancers. Optimized digital application process.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Qover: Belgian embedded insurance orchestrator providing API-based insurance infrastructure to platforms across Europe. Directly comparable to Alicia in the embedded-insurance / insurtech-orchestration space, with similar focus on B2B2C distribution and modular tech.
• Wefox: European digital insurance platform connecting customers, brokers and carriers via technology. Comparable to Alicia in digital insurance distribution and insurtech positioning, though larger and broader in geography and product.
• Hepster: German embedded insurance platform offering white-label insurance products via APIs. Directly comparable to Alicia's modular tech platform and embedded-distribution model, with similar focus on usage-based and on-demand products.
• Getsafe (Getsurance): German digital insurance provider focused on simple, mobile-first insurance for individuals and freelancers. Comparable to Alicia in target customer (self-employed / digital-first consumers) and product breadth, with overlapping European footprint.
• INZMO: European embedded insurance provider for mobility, sharing economy, and on-demand products. Directly comparable in the embedded / on-demand insurance model and modular tech-platform approach to Alicia.

Emerging players

• Luko: French insurtech offering mission-driven, digital-first home insurance. Comparable as a European insurtech but with different product focus (home rather than freelancer) and consumer-direct rather than embedded distribution.
• Bought By Many (Many Pets): UK insurtech with digital-first insurance products for niche customer segments. Comparable as a digital insurance specialist targeting underserved customer segments, with similar data-driven product customisation approach.

Broad incumbents

• Lemonade: Large US-listed insurtech with AI-driven digital insurance across multiple product lines. Comparable as a tech-native insurer targeting digital consumers, but broader in scale, geography, and product scope than Alicia.
• Allianz Direct: Digital direct-to-consumer arm of Allianz. Comparable in offering digital-first insurance distribution, but as a much larger established incumbent with broader product portfolio and regulatory footprint.

Others

• Aperture: Fintech investment and value-added services firm focused on embedded finance. Comparable as an ecosystem partner (Aperture co-created a Bancassurance whitepaper with Alicia) and as a strategic investor in embedded-finance infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aliciainsurance

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alicia Insurance