Pier
Pier is a Brazil-based, fully digital licensed insurer offering cell phone theft and auto coverage through a self-serve website and mobile app, serving approximately 200,000 individual consumers and 5,000+ broker partners, with proprietary AI agents handling claims (Pier Bolt) and vehicle inspections (Pier Scan).
- Company typePrivate
- Founded2018
- HeadquartersSão Paulo, Brazil
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Pier does
Pier, operating as PIER SEGURADORA S.A. (CNPJ 39.380.513/0001-00), is a Brazil-licensed, fully digital insurance carrier headquartered on Alameda Santos in São Paulo. Founded in 2018, it was the first company to participate in SUSEP's Regulatory Sandbox and the first to obtain a permanent S3 license, and currently sells two principal product lines — Seguro Celular (cell phone theft-and-robbery coverage, including simple theft, which most Brazilian insurers do not cover) and Seguro Auto (comprehensive vehicle coverage including theft, total loss, partial damage, third-party liability, and 24-hour assistance) — across 19 states plus the Federal District. Both products are distributed exclusively through the pier.digital website and iOS/Android apps on a self-serve, monthly-recurring subscription billed to credit card, with no waiting period, no loyalty requirement, and no deductible on cellular claims.
Pier's technology stack is built on AWS and centers on three proprietary systems: Pier Bolt, an AI agent that processes and pays eligible cellular claims in seconds; Pier Scan, a computer-vision vehicle inspection that approves coverage in approximately one minute from photos and documents; and Tabela PIPE, a proprietary used-cellphone valuation reference analogous to FIPE for autos. Underwriting and fraud detection are driven by big-data and ML models trained on behavioral, vehicle, regional, and claims data.
The business model generates revenue through recurring monthly or annual insurance premiums, with two cellular tiers (Premium at 100% and Economic at 80% of PIPE-table reimbursement value) and modular Auto add-ons (partial damage, third-party liability). Distribution combines a direct digital funnel with a broker (corretor) network of 5,000+ partners earning commissions on Pier policies. 2024 net premiums issued reached R$134M (establishing Pier as the leader among Brazilian insurtechs), with 2025 projected at R$250M, supported by approximately 200,000 members and a cumulative R$211M in paid claims across 31,916 reimbursed customers.
Pier firmographics
Firmographics- Name
- Pier
- Legal name
- PIER SEGURADORA S.A.
- Website
- https://pier.digital
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Pier is a Brazil-based, fully digital licensed insurer offering cell phone theft and auto coverage through a self-serve website and mobile app, serving approximately 200,000 individual consumers and 5,000+ broker partners, with proprietary AI agents handling claims (Pier Bolt) and vehicle inspections (Pier Scan).
- Ownership category
- akta.pro rank
Pier industry classification
Industry- Product category
- Digital Insurance
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- SIC
- Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Commercial Auto & Fleet Insurance (FSAJAKAB)
Keywords
Where Pier is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Pier business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Cell Phone Insurance Premiums: Monthly or annual subscription premiums charged to customers for cell phone protection against theft and robbery. Two plan tiers available: Premium (100% of PIPE table value) and Economic (80% of PIPE table value). Premium is recurring and charged via credit card with no franchise for cell phone insurance.
- Auto Insurance Premiums: Monthly subscription premiums for auto insurance covering robbery/theft, total loss, partial damages, third-party liability, natural disasters, and 24h assistance. Charged via credit card with optional franchise model for partial damages coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Premium Cell Phone Plan - 100% coverage |
| Subscription | Monthly | Economic Cell Phone Plan - 80% coverage |
| Subscription | Monthly | Auto Insurance Base Plan |
| Subscription | Monthly | Auto Insurance with Partial Damages |
| Subscription | Monthly | Third-Party Liability Coverage |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Pier product offering
Product offeringCore offering
Pier is Brazil's first 100% digital insurance company that issues and manages cell phone and auto insurance policies directly through a mobile and web platform. The company uses proprietary AI and machine learning for risk pricing, instant claims processing, and vehicle inspection, eliminating paperwork, waiting periods, and franchise requirements while pricing policies roughly 20% below traditional market rates.
Product overview
Pier is Brazil's first digital insurance company, operating as a fully licensed insurance company (Seguradora) under SUSEP with permanent S3 license. The company offers a portfolio of digital insurance products centered on two core offerings: Seguro Celular (cellular insurance against theft and robbery) and Seguro Auto (comprehensive auto insurance with 24-hour assistance). Both products are delivered through a 100% digital platform featuring proprietary AI technology including Pier Bolt for instant claim processing and Pier Scan for automated vehicle inspections. The subscription-based model offers monthly or annual payment options via credit card with no waiting periods, no deductibles (for cellular), and no loyalty requirements. The company operates exclusively through its mobile application and website, with approximately 200,000 members and over R$250 million in premiums in 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- Seguro Celular Cell phone theft and robbery insurance for individual Brazilian consumers, with coverage against theft, robbery, and accidental damage. Policies are quoted in seconds and issued fully digitally with no paperwork or waiting period.
- Seguro Auto Auto insurance for individual Brazilian vehicle owners featuring AI-powered inspection, dynamic risk pricing, and rapid claims processing.
Quantifiable outcome
- 9 in 10 customers receive reimbursement within 5 business days
- +5 more outcomes
Companies that use Pier
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Pier technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability9 records
Feature6 records
Pier partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, supporting and infrastructure.
- Mondial AssistancecoreMondial provides 24-hour roadside assistance services including towing, mechanical/electrical breakdown support, flat tire changes, keysmith, and vehicle parking. One of the largest assistance providers in Brazil.
- Microsoft Clarity and Microsoft AdvertisingsupportingMicrosoft tools used for behavioral analytics, heatmaps, session recordings, and marketing optimization on Pier's website and app.
- Insurance Broker Partners (Corretores)coreOver 5,000 independent insurance brokers and brokerage firms distribute Pier products. Partners include V37 Corretora, Global Banks Corretora, Keppler Corretora, and FBW Corretora. Pier offers advance commissions, agile policy issuance, and dedicated support.
- Amazon Web ServicesinfrastructureCloud infrastructure provider for Pier's platform hosting, data storage, and operations.
Scale indicators15 records
Recent moves6 records
Expansion highlights5 records
Pier competitors and assessment
Company assessmentBroad incumbents
- Porto Seguro: Brazil's largest multi-line insurer (auto, home, life, health). Direct competitor in Brazilian auto insurance with vastly larger scale, brand, and broker network; threat Pier must scale against.
- Assurant: Global provider of device protection (cell phone, electronics) insurance and extended warranties. Direct competitor in the device/cell phone insurance category Pier pioneered in Brazil, with global scale and carrier/device-maker relationships.
- Asurion: Global device protection and tech-care company covering smartphones, tablets, and electronics. Closest global analogue to Pier's cell phone insurance + claims-fulfillment flywheel, though B2B-carrier-led rather than direct-to-consumer.
Direct peers
- Justos: Brazilian auto insurance insurtech using AI/telematics for risk pricing. Direct competitor in the Brazilian digital auto insurance market that Pier targets with Seguro Auto.
- 180 Seguros: Brazilian digital insurer offering simplified, app-based auto and other personal lines. Closely comparable business model and target customer (Brazilian consumers seeking digital-first insurance).
- Lemonade: NYSE-listed digital-native insurance company using AI for claims and underwriting. Comparable AI-driven, mobile-first, consumer-direct insurance model, though operating in US/Europe and broader lines (home, renters, pet, auto).
- Root Insurance: US auto insurtech using telematics and behavioral data for risk-based pricing. Comparable AI-driven underwriting thesis applied specifically to auto insurance, Pier's largest line.
- MetroMile: US pay-per-mile auto insurance digital carrier. Comparable AI-based auto insurance underwriting and digital-first distribution model targeting consumer auto.
Emerging players
- Acko: India-based digital insurer offering motor, health, and device protection. Highly comparable D2C, mobile-first model with embedded and direct distribution; one of the few markets where cell phone/device insurance has scaled digitally.
Regional players
- Bidu Corretora: Brazilian online insurance broker/comparison platform distributing policies from multiple insurers. Comparable in digital Brazilian insurance distribution, though Pier is a carrier while Bidu is an aggregator/broker channel.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Pier social profiles
Digital presencePier compliance and trust
Trust signalCompliance3 records
Pier financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pier leadership team
Management profileNumber of profiles
Profiles4 records
Pier funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pier M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pier
What does Pier do?
Pier is Brazil's first 100% digital insurance company that issues and manages cell phone and auto insurance policies directly through a mobile and web platform. The company uses proprietary AI and machine learning for risk pricing, instant claims processing, and vehicle inspection, eliminating paperwork, waiting periods, and franchise requirements while pricing policies roughly 20% below traditional market rates.
Is Pier a public or private company?
Pier is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pier founded?
Pier was founded in 2018. It employs 101 to 250 people.
Where is Pier based?
Pier is headquartered in São Paulo, Brazil, in the Latin America region.
How does Pier make money?
Two revenue lines are on record. Cell Phone Insurance Premiums are the primary driver. The others are auto Insurance Premiums.
Who are Pier's main competitors?
Broad incumbents on record are Porto Seguro, Assurant and Asurion. Direct peers are Justos, 180 Seguros, Lemonade, Root Insurance and MetroMile. Acko is listed as an emerging player. Bidu Corretora is listed as a regional player.
Does Pier have an API?
No public API is recorded for Pier.
What industry is Pier in?
Pier's product category is Digital Insurance. Its primary akta.pro industry code is FSAJAKAB, Commercial Auto & Fleet Insurance. Its NAICS code is 52412 and its SIC code is 6331.