What simplesurance does

simplesurance GmbH is a Berlin-headquartered Insurtech company founded in 2012 by Robin von Hein and Joachim von Bonin that builds an embedded insurance platform enabling business partners to distribute insurance products without operating their own insurance infrastructure. Since becoming a wholly-owned subsidiary of Allianz Group in 2022, the company has scaled to 250+ technology professionals across offices in Berlin, Munich, Paris, Lisbon, Tokyo, and Mumbai, serving verticals including bancassurance, automotive/OEM, e-commerce, travel, and cyber. Named enterprise customers include ANA (All Nippon Airways), for whom simplesurance powers the cancellation insurance product そらもよう (Soramoyou) in Japan.

The company's core technology asset is a Central Integration Layer that exposes a single RestAPI V3 endpoint (in production since 2019) harmonizing insurance products across multiple insurance providers and backends. Around this layer, simplesurance offers an integration product suite: a Plugin Solution for shop systems, a Whitelabel Shop, a Retail Portal for point-of-sale, Claim Portals with multi-language FNOL and tracking, a Service Portal with SSO, a Claims Widget Service for white-label claims submission, and the Allyz consumer platform (web and Android/iOS apps) covering travel management, VPN-secured connectivity, travel-delay notifications, and compensation journeys. The architecture is designed for both synchronous and asynchronous processing and supports consolidated customer views across multiple frontend touchpoints.

Commercially, simplesurance operates as a B2B embedded-insurance platform monetizing through transaction fees on distributed insurance products, with go-to-market spanning API integrations, plugins, whitelabel deployments, and physical point-of-sale channels. The company also runs direct-to-consumer distribution through the Allyz platform. Pricing is not publicly disclosed; commercial engagements are initiated via partnership inquiry forms and direct outreach. The business is registered as an insurance agent under §34d GewO in Germany (registration D-KE16-N09NS-41) and operates a regulated Japanese subsidiary (simplesurance G.K. / シンプルシュランス合同会社) established in 2019.

Name

simplesurance

Legal name

simplesurance GmbH

Website

https://simplesurance.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

simplesurance is a Berlin-headquartered Insurtech that builds an embedded insurance platform, distributing insurer products via a single RestAPI to business partners across bancassurance, automotive, e-commerce, travel, and cyber. Wholly owned by Allianz Group since 2022.

Ownership category

akta.pro rank

Product category

Embedded Insurance Platform

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industries

Embedded Travel Insurance Distribution & APIs (THALALAA), Partner/Channel Enablement Portals for Insurers & Distributors (White-Label, Affiliate) (THALALAN), Trip Cancellation/Interruption & Refund Protection Platforms (THALALAB)

Keywords

• Embedded insurance
• Insurtech platform
• Insurance API integration
• Digital insurance distribution
• Insurance point-of-sale

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Embedded Insurance Distribution: B2B and B2C embedded insurance solutions distributed through business partner integrations. Revenue generated from insurance products integrated into partner ecosystems across bancassurance, automotive, e-commerce, travel, and cyber sectors.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

simplesurance provides an embedded insurance platform that harmonizes insurance products from multiple providers and backends through a single REST API V3 endpoint, allowing business partners to integrate insurance offerings into their own digital ecosystems. The company serves partners across bancassurance, automotive, e-commerce, travel, and cyber verticals via API, plugin, whitelabel shop, retail portal, and service portal solutions, and also operates the direct-to-consumer Allyz platform for travel, home, and cyber protection.

Product overview

simplesurance is an Insurtech platform offering embedded insurance and service solutions. The portfolio consists of a Central Integration Layer (core infrastructure connecting business partners and insurers via REST API), complemented by multiple customer-facing products including Plugin Solution (shop integration), Whitelabel Shop (marketing solution), Retail Portal (point of sale), Claim Portals (claims management), Service Portal (self-service), and the Allyz consumer platform (for travel, home, and cybercare with Android/iOS apps). The company also offers specific insurance products like the ANA cancellation insurance 'そらもよう' in Japan. simplesurance operates across verticals including bancassurance, automotive, e-commerce, travel, and cyber sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Allyz: Peace of mind beyond insurance - platforms for managing trips, VPN security, travel delay notifications, and compensation journeys via dedicated websites and mobile apps

Products and services

• Central Integration Layer A central integration layer that harmonizes complex insurance products across multiple insurance providers and backends via a single API endpoint, enabling flexible product selection and reducing effort for business partners integrating insurance into their platforms.
• Plugin Solution Plug-and-play shop integration solution for seamless integration with existing shop systems, maintaining the shop's look-and-feel while providing a great customer experience for e-commerce partners.
• Whitelabel Shop 360-degree marketing solution enabling creation in individual look and feel/CI for after-sales, retargeting campaigns, and customer self-service, optimized for mobile and desktop.
• Retail Portal Point of Sale Portal enabling extension of the sales journey with incentivizing insurance offerings for local shops, call centers, dealerships, or physical PoS locations.
• Claim Portals Convenient claims management portal for end-users including first notification of loss, claim status tracking, and responsive design available in multiple local languages. Easily white labeled and customizable.
• Service Portal Dedicated service portals providing single sign-on via existing business partner login methods, empowering customers through self-service functions and transparent flows with personalized service addition.
• Allyz Peace of mind platform beyond insurance enabling users to manage upcoming trips, secure connections via VPNs, receive travel delay notifications, and access compensation journeys. Available via dedicated websites for Home, Travel, and Cybercare, and via mobile apps for Android and iOS.
• Claims Widget Service Enabling end customers to create claims for individual policies with digital first notification of loss, claim submission, and claim number retrieval. Supports multibrand management, co-branding, and white label capability.
• Soramoyou (そらもよう) ANA flight cancellation insurance product offered in Japan through simplesurance G.K., part of the company's travel and cancellation insurance portfolio.

Named customers1 record

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• AllianzcoreStrategic or Co-development PartnerAllianz acquired simplesurance in 2022, making it part of the Allianz Group. simplesurance operates as a pioneering Insurtech leader within the Allianz ecosystem, developing transparent and efficient insurance services that connect people and businesses regardless of time and place.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Cover Genius: Cover Genius is a global embedded insurance platform providing API-based distribution of insurance products across e-commerce, travel, and retail. It is the closest direct competitor to simplesurance's Central Integration Layer model.
• Boost Insurance: Boost Insurance provides embedded insurance infrastructure (APIs and white-label) for digital platforms to offer insurance products under their own brand. Directly comparable to simplesurance's API-first and whitelabel shop offerings.
• Zego: Zego offers embedded insurance products, primarily in mobility and gig-economy use cases, via API integrations with platforms. Comparable to simplesurance's automotive/OEM vertical and its broader embedded distribution model.
• Wrisk: Wrisk is an embedded insurance platform enabling brands to bundle insurance into their products via APIs. Closely comparable to simplesurance's whitelabel and API-led approach targeting non-insurance brands.

Emerging players

• Slice Labs: Slice Labs provides on-demand, cloud-based insurance solutions via APIs, with emphasis on digital and gig-economy risks. Comparable technology stack and go-to-market but narrower product scope than simplesurance.
• Pie Insurance: Pie Insurance uses a digital-first, embedded-friendly model to distribute small commercial insurance through partner platforms. Comparable distribution and API orientation but focused on US workers' comp and SMB, narrower than simplesurance's vertical spread.

Broad incumbents

• Lemonade: Lemonade is a public AI-driven insurance carrier using a mobile-first, embedded-friendly model (e.g., Lemonade Car) with growing platform plays. It is a broader incumbent in digital insurance rather than a pure embedded distributor, but increasingly overlaps with simplesurance's value proposition.
• Allianz Partners: Allianz Partners is the global assistance and insurance arm of simplesurance's parent Allianz Group, offering travel, mobility, and embedded protection products. It is the internal counterpart with overlapping capabilities that shape simplesurance's strategic role inside the group.
• Aon: Aon is a global insurance brokerage and advisory firm that has been building digital distribution and embedded insurance capabilities. Comparable as a broad incumbent shaping the embedded insurance distribution landscape that simplesurance competes within.
• Marsh McLennan: Marsh is a global insurance brokerage and risk advisory firm investing in digital and embedded distribution platforms. Relevant as a broad incumbent and ecosystem participant in the embedded insurance space where simplesurance operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/simplesurance
• LinkedInlinkedin.com/company/simplesurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds8 records

Investors16 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 simplesurance