Adam Riese

What Adam Riese does

Adam Riese GmbH is a German digital direct-to-consumer insurance brand headquartered at the W&W-Platz in Kornwestheim and registered in Stuttgart. It is a 100% subsidiary of Württembergische Versicherung AG, part of the Wüstenrot & Württembergische (W&W) Group, which acts as the underwriting risk carrier for all Adam Riese products. Launched in 2017 and formally introduced as a digital brand in 2018, the company serves private individuals and families in Germany, offering seven core personal-lines insurance products: personal liability (Privathaftpflicht), legal protection (Rechtsschutz), household contents (Hausrat), dog owner liability (Hundehalterhaftpflicht), accident (Unfall), residential building (Wohngebäude), and e-bike insurance, plus dental supplement (Zahnzusatz).

The company operates on a fully digital platform enabling online quoting, purchase, policy management via a customer portal (Kundenportal), and claims handling, with a stated emphasis on individually risk-priced tariffs, simplified coverage tiers (L/XL/XXL), and daily cancellation flexibility. Distribution runs across three channels: direct online sales via adam-riese.de, independent brokers through a dedicated broker portal (Maklerwelt) with integrated Profino continuing-education content, and third-party insurance comparison platforms. The platform integrates third-party tools such as Brevo (email), SurveyMonkey, OpenStreetMap, Flockler, and emergency damage-control service providers (Polygon, Sprint, BELFOR).

The business model is subscription-recurring insurance premiums priced individually by customer risk profile, with advertised starting prices ranging from €1.98/month (personal liability) to €20.28/month (legal protection), billed monthly and inclusive of insurance tax. The company reports over 400,000 customers and holds certifications including WCAG 2.2 AA accessibility, GDPR/DSGVO compliance, and TÜV certification, alongside recognition as NTV/DISQ "Versicherer des Jahres 2025." Management is led by Managing Directors Julian Grauer and Sven Tippelt; Christian Heß serves as Chief Marketing Officer. Revenue figures are not publicly disclosed.

Name

Adam Riese

Legal name

Adam Riese GmbH

Website

https://adam-riese.de

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Adam Riese is a German digital direct-to-consumer insurance brand and wholly-owned subsidiary of Württembergische Versicherung AG, offering online-purchased personal-lines products—liability, legal, household, accident, building, and e-bike insurance—to individual consumers and families.

Ownership category

akta.pro rank

Product category

Digital Personal Insurance

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industries

Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD), Individual AD&D Insurance (Direct-to-Consumer) (FSAIALAC)

Keywords

• Digital insurance services
• Personal liability insurance
• Household contents insurance
• Legal protection insurance
• Direct-to-consumer insurance

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Revenue generated from recurring insurance premiums paid by customers for coverage across property, liability, legal protection, accident, and specialty insurance products. Premiums are priced individually based on customer risk profile and coverage needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Adam Riese is a digital direct-to-consumer insurance provider offering seven personal insurance products: Privathaftpflicht (personal liability), Rechtsschutz (legal protection), Hausrat (household contents), Hundehalterhaftpflicht (dog owner liability), Unfall (accident), Wohngebäude (residential building), and E-Bike insurance. Products are sold fully online with individually risk-based pricing, daily cancellation flexibility, and digital policy management, underwritten by Württembergische Versicherung AG. Distribution occurs through the company website, a dedicated broker portal (Maklerwelt), and third-party insurance comparison platforms.

Product overview

Adam Riese is a digital direct insurance brand of the W&W Group (Wüstenrot & Württembergische), launched in 2017/2018, offering seven core personal insurance products: Privathaftpflicht (personal liability), Rechtsschutz (legal protection), Hausrat (household contents), Hundehalterhaftpflicht (dog owner liability), Unfall (accident), Wohngebäude (residential building), and E-Bike insurance. The company operates exclusively online with daily cancellation flexibility and pricing based on individual risk profiles. Access is provided through a customer portal for policy management and a dedicated broker portal (Maklerwelt) for sales partners. All products are underwritten by Württembergische Versicherung AG.

Differentiator

Problem solved

Functional benefit

Products and services

• Privathaftpflichtversicherung (Personal Liability Insurance) Personal liability insurance covering damages caused to third parties in everyday life, including drone liability and damages from internet usage, available in three tariff lines (L, XL, XXL) with coverage up to 50 million euros. Targeted at German private individuals and families seeking daily-cancellable liability protection priced by individual risk.
• Rechtsschutzversicherung (Legal Protection Insurance) Legal protection insurance covering legal costs for disputes, including free legal advice, free choice of lawyer, and mediation up to 3,000 euros, with coverage up to unlimited sum in the XXL tier. Available as combination insurance (Private + Traffic). Targeted at German consumers and families seeking legal expense coverage with modular configuration.
• Hausratversicherung (Household Contents Insurance) Household contents insurance covering possessions and valuables in the home against fire, burglary, water damage, and storm, including phishing, pharming, and skimming coverage, with optional add-ons for bicycle theft, glass damage, and natural disasters. Available in two tariff lines (XL, XXL). Targeted at German households and tenants needing flexible contents protection.
• Hundehalterhaftpflichtversicherung (Dog Owner Liability Insurance) Liability insurance for dog owners covering damages caused by the insured dog to third parties' property, rental property damage, walking without leash, and dog school visits. Required by law in 6 German states. Targeted at German dog owners needing legally compliant liability coverage.
• Unfallversicherung (Accident Insurance) Accident insurance providing worldwide protection 24/7 for accidents at work and leisure, with coverage sum from 25,000 to 175,000 euros and progression options of 100–500%, including special benefits for children in the XXL tier. Targeted at German consumers and families seeking daily-cancellable worldwide accident coverage.
• Wohngebäudeversicherung (Residential Building Insurance) Insurance for residential buildings covering damage from fire, smoke, lightning, and natural disasters, including photovoltaic coverage, drainage pipes, all-risk coverage, glass, home technology, and Smart-Home device protection. Targeted at German homeowners of single-family and multi-family residential buildings.
• E-Bike-Versicherung (E-Bike Insurance) Insurance for e-bikes covering theft (including theft of the battery and individual parts), expensive repair damages, electronic damage, and breakdown assistance, available with two tariffs and up to three add-on modules. Targeted at German e-bike owners seeking comprehensive theft and damage protection.
• Maklerwelt (Broker Portal) Dedicated broker portal providing independent insurance brokers and sales partners centralized access to Adam Riese product information, onboarding resources, claims handling, and customer portal services, with integrated Profino continuing education platform delivering webinars and podcasts for broker training. Targeted at independent German insurance intermediaries and broker partners.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Insurance Brokers (Makler)coreChannel Partner/ Reseller/ DistributorIndependent insurance brokers and intermediaries who sell Adam Riese products through the dedicated broker portal. The portal provides centralized access to product information, onboarding resources, claims handling, and customer portal services.
• ClimatePartnerminorStrategic or Co-development PartnerClimatePartner partnership for carbon offset/climate contribution program. Adam Riese contributes to climate projects through ClimatePartner certified initiatives.
• betterplace.orgminorStrategic or Co-development PartnerOnline donation platform partnership where Adam Riese contributes to charitable causes with each insurance contract concluded, supporting humanitarian and environmental projects.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Getsafe: German digital insurance platform offering personal lines through a fully online experience, closely comparable to Adam Riese's DTC digital model and target customer (German consumers). Operates in similar personal insurance categories with embedded/affinity distribution.
• Friday (DE): Digital-first auto insurer in Germany (now part of Baloise). Competes with Adam Riese on the same digital-first, transparent-pricing thesis targeting German consumers; together they define the German direct/digital insurer category.
• CosmosDirekt: One of Germany's largest direct insurers (Generali Deutschland group), selling personal insurance online without agents. Directly comparable to Adam Riese in distribution model and target customer, though at substantially greater scale and broader product set.
• Verti Versicherung: German direct insurer (part of MAPFRE group) selling personal lines online. Competes head-to-head with Adam Riese in digital personal insurance and uses comparison platforms for distribution.
• DA Direkt: Direct insurance brand of Zurich in Germany, selling personal lines online. Comparable model targeting price-sensitive German consumers on comparison platforms.

Broad incumbents

• Allianz Direct: Digital arm of Allianz in Germany offering personal lines direct-to-consumer. Comparable as a digital personal-lines competitor, with the additional resources and brand of the Allianz group behind it.
• HUK24: Digital direct channel of HUK-COBURG, Germany's largest mutual insurer. Comparable digital-first personal-lines offering in the same German market with broader heritage backing.
• Lemonade: AI-driven digital insurer expanding into European markets. Comparable as a digital-native, mobile-first insurance brand, though operates in different geographies and not yet a direct head-to-head in Germany at scale.

Emerging players

• Coya: Berlin-based insurtech that pioneered embedded insurance in Germany. Historically a peer in the German digital insurance space though now operating in a narrower niche; comparable as a German insurtech targeting the same digital-first consumer.

Others

• Check24 Versicherungen: Germany's largest insurance comparison platform. Listed as a distribution channel for Adam Riese products and therefore a direct ecosystem participant; competitive because the platform concentrates consumer purchasing power and drives price transparency.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@adamriese_versicherung
• Facebookfacebook.com/adamrieseDE
• LinkedInlinkedin.com/company/adam-riese-gmbh
• Instagraminstagram.com/adamriese_versicherung/?hl=de

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Adam Riese