Prima
Prima is a digital motor insurance company serving 5 million+ individual motorists across Italy, the UK, and Spain, combining proprietary AI-driven pricing, claims, and underwriting platforms with omnichannel distribution through direct online sales and a 1,600+ agent and broker network.
- Company typePrivate
- Founded2015
- HeadquartersMilan, Italy
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Prima does
Prima is a digital motor insurance company headquartered in Milan, Italy, founded in 2015 and operating across Italy, the United Kingdom, and Spain. The company serves individual motorists with car insurance, reaching over 5 million customers as of 2025 with a 12% share of the Italian motor insurance market. Prima's core offering is digital motor insurance, sold through a proprietary end-to-end technology platform that spans product design, pricing, distribution, and claims management. The platform incorporates machine learning for pricing, underwriting, fraud detection, and claims processing, along with generative AI integrations used in both customer-facing chatbot support and intermediary platform workflows.
Prima employs an omnichannel go-to-market strategy combining direct-to-consumer online sales through proprietary websites (helloprima.com, prima.it, helloprima.es, helloprima.co.uk) with an extensive offline network of over 1,600 agent and broker partners in Italy. The intermediaries channel, which grew 65% in 2025, has become the primary growth driver in the domestic market, while brand visibility is reinforced through major sponsorships including Prima Pramac Racing MotoGP, Real Betis Balompié, and celebrity-led advertising campaigns featuring José Mourinho. Great Lakes Insurance SE provides underwriting capacity for Italy and Spain, with Prima operating as a registered insurance distributor with IVASS (Italy, code A-000511660), FCA (UK, reference 1031191), and DGSFP (Spain).
In November 2025, AXA Group acquired a 51% stake in Prima for €538 million, implying an enterprise value of approximately €1.05 billion and granting Prima unicorn status. The company reported €1.8 billion in gross written premiums in 2025, representing approximately 40% year-over-year growth, with the Spanish market expanding 95.9% YoY to €39 million. Prior to the AXA transaction, Prima had raised capital from Goldman Sachs and The Blackstone Group (€100M in 2018) and The Carlyle Group (2022) to fund international expansion into the UK and Spain.
Prima firmographics
Firmographics- Name
- Prima
- Legal name
- Prima Assicurazioni S.p.A.
- Website
- https://helloprima.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Prima is a digital motor insurance company serving 5 million+ individual motorists across Italy, the UK, and Spain, combining proprietary AI-driven pricing, claims, and underwriting platforms with omnichannel distribution through direct online sales and a 1,600+ agent and broker network.
- Ownership category
- akta.pro rank
Prima industry classification
Industry- Product category
- Motor Insurance
- NAICS
- Insurance Carriers and Related Activities (524), Direct Property and Casualty Insurance Carriers (524126), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Insurance Carriers, Nec (6399)
- akta.pro primary industry
- Personal Auto Insurance (FSAJAMAA)
- akta.pro secondary industry
- Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)
Keywords
Where Prima is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices5 records
Markets served
Prima business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Motor Insurance Premiums: Collection of insurance premiums from motor/car insurance policies sold to consumers in Italy, UK, and Spain through multiple distribution channels including direct online sales and intermediary network
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Prima product offering
Product offeringCore offering
Prima is a digital motor insurance company that designs, prices, distributes, and services car insurance products through a proprietary end-to-end technology platform built in-house. It sells motor insurance policies directly to consumers online via proprietary websites and through a network of over 1,600 agents and brokers, with operations in Italy, the UK, and Spain. The platform covers the entire insurance value chain from product innovation and AI-driven underwriting to claims management and fraud detection.
Product overview
Prima is a digital motor insurance company offering a unified product portfolio centered on AI-powered car insurance across Italy, UK, and Spain. The core offering combines the Motor Insurance product with a digital platform enabling one quick online journey for customers. The Intermediaries Platform supports over 1,600 agent and broker partners with AI-integrated tools for policy management and claims handling. The Pricing & Underwriting Platform uses machine learning and advanced analytics for competitive risk-based pricing. The Claims Management Platform handles end-to-end claims processing with AI-powered verification and automation. Operating as an omnichannel insurer, Prima reaches customers through online sales (own website, price comparison websites) and offline sales (intermediary network), all supported by proprietary technology built from scratch on advanced tech stack and data.
Differentiator
Problem solved
Functional benefit
Products and services
- Motor Insurance (Car Insurance) Digital motor insurance product providing car insurance coverage with competitive pricing, AI-driven risk assessment, and streamlined claims management for individual motorists across Italy, UK, and Spain markets.
- Intermediaries Platform AI-powered online platform for insurance agents and brokers to manage customers, policies, and claims. Includes AI integrations for intermediaries' online platform and claims management tools for daily operations.
- Prima Mobile App Mobile application enabling customers to manage motor insurance policies, file claims, and access support services as part of the digital-first insurance experience.
- Spain Direct Sales Channel Direct-to-consumer online motor insurance sales channel for the Spanish market through helloprima.es, allowing Spanish drivers to obtain quotes and purchase car insurance directly online.
Companies that use Prima
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Prima technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability10 records
Feature5 records
Prima partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor, core and flagship.
- PininfarinaminorPininfarina designed a special celebratory livery for Prima Pramac Yamaha MotoGP team for the 2026 Italian Grand Prix at Mugello. First ever livery created for MotoGP by Pininfarina, uniting three internationally-recognized Italian names.
- Zavarovalnica Triglav d.d.minorPartnership with Zavarovalnica Triglav d.d. in Italy as one of Prima's insurance distribution partners.
- AlwynminorPartnership with Alwyn in the UK market as one of Prima's distribution partners.
- Real Betis BalompiécoreThree-year agreement with Real Betis Balompié effective from 2025/26 season. The partnership aims to increase brand awareness in the Spanish market, connect with new audiences and support growth of direct distribution through website and advertising campaigns.
- Prima Ghinzani MotorsportminorPrima participates in Porsche Carrera Cup Italia alongside Prima Ghinzani Motorsport team and driver Simone Iaquinta, with Prima Assicurazioni on track with Porsche 911 GT3 Cup.
- Prima Pramac RacingflagshipPrima has been main sponsor of Prima Pramac Racing MotoGP team since 2022. The partnership has driven international visibility and brand awareness. The team won Best Independent Team multiple times, team title in 2023, and riders' World Championship in 2024.
- Great Lakes Insurance SEcoreUnderwriting partnership established in 2015 when Prima launched. Great Lakes Insurance SE provides the insurance underwriting capacity for Prima's policies in Italy and Spain, enabling Prima to focus on distribution, technology and customer experience while Great Lakes handles the risk carriers.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
Prima competitors and assessment
Company assessmentDirect peers
- Direct Line Group: One of the UK's leading direct motor insurers operating without intermediaries — comparable to Prima's UK direct channel. Both target the same consumer with digital-first motor insurance propositions and brand-led marketing.
- GenialMore: Italian digital motor insurance brand backed by Crédit Agricole Assicurazioni. Competes with Prima in the Italian online motor segment on price, digital experience, and brand-led acquisition.
- Verti: Verti is the digital motor insurance brand of MAPFRE, operating direct-to-consumer in Italy and Spain — the same two markets where Prima is strongest. Verti is Prima's closest direct competitor in both geographies and competes on price, digital UX, and online distribution.
- Admiral Group: UK-headquartered motor insurance specialist combining direct online sales with price comparison sites (Confused.com, Compare.com). Spain Country Manager Ignacio Castilla previously worked at Admiral, and Prima's UK entry explicitly mirrors Admiral's omnichannel model.
- Linea Directa Aseguradora: Spain's leading direct motor insurer (formerly Bankinter subsidiary, now independent). Directly comparable to Prima's Spanish operation in product, distribution (direct + phone), and target customer (price-sensitive drivers).
Broad incumbents
- Generali: Italy's largest insurer and one of Europe's largest incumbents. Generali's auto business competes with Prima in Italy and Spain across multiple channels; Prima's General Counsel previously spent 5+ years at Generali, and Generali represents the kind of incumbent Prima is taking share from.
- Allianz: Global insurance leader with substantial motor insurance operations across Europe including Italy, UK, and Spain. Offers overlapping capabilities as part of a much wider P&C and life portfolio, competing with Prima in direct and intermediated channels.
- UnipolSai: Italy's largest domestic motor insurance group with ~20%+ market share and a strong agency network. Represents the entrenched incumbent that Prima is taking share from in Italy and is a key benchmark for Italian motor insurance economics.
Emerging players
- Facile.it: Italy's leading insurance price comparison site and a key distribution channel for Prima. Facile.it is also a direct competitor via its insurance distribution business, and Prima's CTO Davide Fedrigo was previously Facile.it's Tech Lead who built their agent network platform.
Regional players
- Mutua Madrileña: Spain's leading mutual motor insurer with deep direct distribution capabilities. While it does not operate in Italy or UK, Mutua is a major Spanish motor competitor and a natural regional benchmark for Prima's Spanish ambitions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Prima social profiles
Digital presencePrima compliance and trust
Trust signalCompliance4 records
Prima financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prima leadership team
Management profileNumber of profiles
Profiles12 records
Prima subsidiaries and ownership
Company hierarchySubsidiaries2 records
Prima funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prima 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 Prima
What does Prima do?
Prima is a digital motor insurance company that designs, prices, distributes, and services car insurance products through a proprietary end-to-end technology platform built in-house. It sells motor insurance policies directly to consumers online via proprietary websites and through a network of over 1,600 agents and brokers, with operations in Italy, the UK, and Spain. The platform covers the entire insurance value chain from product innovation and AI-driven underwriting to claims management and fraud detection.
Is Prima a public or private company?
Prima is a private company. It is classified as corporate owned and is currently operating.
When was Prima founded?
Prima was founded in 2015. It employs 1,001 to 5,000 people.
Where is Prima based?
Prima is headquartered in Milan, Italy, in the Europe region.
How does Prima make money?
One revenue line is on record: motor Insurance Premiums.
Who are Prima's main competitors?
Direct peers on record are Direct Line Group, GenialMore, Verti, Admiral Group and Linea Directa Aseguradora. Broad incumbents are Generali, Allianz and UnipolSai. Facile.it is listed as an emerging player. Mutua Madrileña is listed as a regional player.
Does Prima have an API?
No public API is recorded for Prima.
What industry is Prima in?
Prima's product category is Motor Insurance. Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance, with a secondary code of FSAJAAAA, Standard Personal Auto Insurance (Liability, Collision & Comprehensive). Its NAICS code is 524 and its SIC code is 6411.