helden.de

What helden.de does

helden.de GmbH is a Hamburg-based digital insurance platform founded in 2015 that designs and distributes All-in-One personal and small-commercial insurance products to German consumers. The product portfolio comprises eight core lines: Privathaftpflicht (private liability), Hausratschutz (home contents), Hundehaftpflicht and Pferdehaftpflicht (pet liability), E-Bike- & Fahrradschutz (bicycle/e-bike), and three drone insurance products (private liability, private comprehensive, and commercial liability). The company operates as an Assekuradeur, meaning it designs products and owns the customer relationship while its partner NV-Versicherungen VVaG underwrites the insurance risk and handles claims management, allowing helden.de to focus on product experience rather than balance sheet risk.

The platform is delivered entirely digitally: customers complete onboarding in approximately three minutes through the helden.de website, with policy management handled through the integrated Getsafe mobile application on iOS and Android. Pricing is subscription-based, monthly or annual, with a flat €150 deductible per claim and standardized coverage tiers (e.g., €50 million liability, €500,000 household contents). Customer acquisition blends product-led growth with a community-referral layer (Helden Code) that grants both referrer and referee a 1/12 discount on annual premium, alongside content marketing via the helden.de Magazine and third-party review platforms (ProvenExpert 5.00/5 from 1,542 reviews; Google 4.5/5 verified by Trustindex as Top Rated Service 2026). Multi-product bundling is incentivized through cross-sell discounts, and a free Wechselservice handles cancellation of prior insurers to reduce switching friction.

helden.de is a private company with 51-100 employees, headquartered at Ballindamm 3, Hamburg. It received an early-stage funding round from WENVEST Capital in April 2016, acquired TIERdirekt in April 2022 to broaden its product tiers, and in 2025 was itself acquired by Getsafe, a parallel 2015-founded digital insurance platform, consolidating two insurtechs with overlapping missions under one parent company. Distribution is Germany-only for the core consumer book, though private drone products include worldwide coverage including the USA and Canada.

Name

helden.de

Legal name

helden.de GmbH

Website

https://helden.de

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

helden.de is a Hamburg-based digital insurance platform offering eight All-in-One personal and small-commercial insurance products — liability, household, pet, bicycle, and drone — to German consumers via self-serve onboarding, operating under the Assekuradeur model with NV-Versicherungen VVaG.

Ownership category

akta.pro rank

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Collection of recurring insurance premiums from policyholders across multiple insurance product lines including liability, household, pet, bicycle, and drone insurance. Premiums are billed monthly or annually depending on customer preference. Revenue is generated through the difference between collected premiums and insurance claims paid out to partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

helden.de is a digital direct-to-consumer insurance provider that sells eight all-in-one insurance products — private liability, home contents, dog liability, horse liability, e-bike/bicycle, private drone liability, private drone comprehensive, and commercial drone liability — through a self-serve website with prices starting from €3.52/month. The company operates on the Assekuradeur model, co-developing customer-facing products with NV-Versicherungen VVaG, which underwrites the insurance risk and processes claims while helden.de serves as the customer contact point. Since 2025, helden.de has been part of the Getsafe digital insurance platform.

Product overview

helden.de is a digital insurance platform offering All-in-One insurance products for lifestyle protection. The portfolio consists of eight core insurance products: Privathaftpflicht (private liability), Hausratschutz (home contents), Hundehaftpflicht (dog liability), Pferdehaftpflicht (horse liability), E-Bike- & Fahrradschutz (bicycle/e-bike insurance), Private Drohnenhaftpflicht (private drone liability), Private Drohnenkasko (private drone comprehensive), and Gewerbliche Drohnenhaftpflicht (commercial drone liability). The company operates on an Assekuradeur model, developing products in partnership with NV-Versicherungen VVaG while serving as the direct customer interface. helden.de is now part of Getsafe, a digital insurance platform, and offers a community-driven approach with referral codes (Helden Code) for customer savings.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 5.00 out of 5 stars customer rating on ProvenExpert from 1,542 verified reviews
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• NV-Versicherungen VVaGcoreStrategic or Co-development PartnerInsurance partner cooperating with helden.de for product development and claims processing. NV-Versicherungen bears the insurance risk and handles claims management, while helden.de develops customer-oriented products and serves as the primary customer contact point. Known for best-in-class claims management service.
• GetsafecoreOthershelden.de is now part of Getsafe, a next-generation digital insurance platform. Both companies have pursued the same mission since 2015 to make insurance simple, fair, and digital. The acquisition provides customers with better service and more products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Wefox: Wefox is a Berlin-based digital insurance platform serving German and European consumers with simplified P&C and life products distributed through a network of brokers. Directly comparable as a German digital insurance challenger sharing the same age cohort (founded 2015) and product categories.
• Lemonade: Lemonade is a US/global digital insurance company using an AI-driven, mobile-first, all-in-one product approach with strong customer-experience branding. Strong analog on product design philosophy, refer-a-friend programs, and NPS-driven growth, though operating in different geographies and lines.
• Friday: Friday is a German digital-first insurer offering motor and selected P&C products through a fully digital purchase experience. Closest direct competitor to helden.de on the PLG motion in German consumer insurance, though the product line (motor-led) differs.
• Adam Riese: Adam Riese is a digital insurance brand owned by DEURAG/WGV selling simplified household, liability, and legal-expense insurance to German consumers. Similar product bundle, similar simplified all-in-one positioning, and competing head-on in German consumer P&C.
• Nexible: Nexible is the digital insurance brand of the ERGO Group offering simplified P&C and liability products to German consumers online. Directly comparable German digital brand with similar product scope and target customer.
• Coya: Coya is a German digital insurance company offering liability, household, and pet insurance through a simplified mobile app. Directly comparable product line, target customer, and digital distribution model in the German market.
• Getsafe: Getsafe is helden.de's parent company and operates a near-identical digital insurance platform in Germany (P&C, liability, household, pet). Same Assekuradeur/Distributor model, same mobile-first PLG motion, same target customer base — directly comparable chassis and customer overlap.

Broad incumbents

• HUK-COBURG: HUK-COBURG is one of Germany's largest traditional insurance groups with a growing digital retail presence across liability, household, and pet lines. Broad-based incumbent competing in nearly every category helden.de offers, with scale advantages on distribution and capital.
• Allianz Direct: Allianz Direct is the digital direct-to-consumer arm of Allianz, offering simplified P&C and liability products in Germany. Represents the incumbent-pushed digital challenger competing with helden.de on simplicity and bundling, with significantly broader balance sheet and brand.
• Barmenia Versicherungen: Barmenia is a mid-sized German mutual insurer with a strong digital direct channel covering liability, household, and health. Broad incumbent with comparable product categories and a parallel digital-first retail strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/heldende_
• Facebookfacebook.com/helden.de
• LinkedInlinkedin.com/company/helden-de

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about helden.de