Concept & Marketing

What Concept & Marketing does

Konzept und Marketing GmbH, branded as k+m, is a German insurance Assekuradeur founded in 2001 and headquartered in Hannover. The company operates as an underwriting agent and concept developer, designing insurance products under the allsafe brand and distributing them exclusively through independent German insurance brokers (Makler). It does not directly sell to consumers and does not carry insurance risk itself; instead, k+m develops product concepts, pricing, wording, and distribution infrastructure, and places the underlying risk with one of nine established carriers, including Allianz, Baloise, ERGO, Gothaer, Rhion, VHV, VOLKSWOHL BUND, Württembergische, and Zurich.

The product suite spans residential and commercial property, liability, and personal accident lines, marketed as allsafe casa (residential property), allsafe gewerbe (commercial property), and allsafe unfall (accident). Recent product development has extended coverage into energy-transition-adjacent risks, including theft coverage for heat pumps (October 2023) and a dedicated allsafe solar tariff generation (April 2026). Supporting infrastructure includes a refreshed tariff calculator engine for allsafe casa (June 2024) and a Bestandsoptimierungsservice portfolio-optimization service for broker partners. Underlying technology is conventional insurance IT (product configurator, broker-facing portal, standard web security layers such as Cloudflare Turnstile and Google reCAPTCHA); no AI/ML-driven pricing or underwriting automation is advertised.

The business model is commission-based: k+m earns brokerage and administration fees on gross written premium placed with its carrier partners, supplemented by fees for portfolio management services. The company is PE-backed by Oakley Capital since November 2024, underwent a brand modernization to the k+m identity in 2025, and expanded senior sales leadership in late 2025, indicating an active investment-led growth phase.

Name

Concept & Marketing

Legal name

Konzept und Marketing – ihr unabhängiger Konzeptentwickler GmbH

Website

https://k-m.info

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

Konzept und Marketing GmbH (k+m) is a Hannover-based German Assekuradeur developing allsafe-branded residential, commercial, and accident insurance concepts, distributed exclusively through independent brokers with risk placed across nine carriers including Allianz and Zurich.

Ownership category

akta.pro rank

Product category

Property and Casualty Insurance Underwriting

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

akta.pro secondary industry

Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)

Keywords

• Insurance underwriting agency
• Property casualty insurance
• Liability insurance products
• Broker distribution platform
• Photovoltaik insurance products

Headquarters

HQ city

Hannoversch Münden

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: k+m as an Assekuradeur (insurance concept developer and administrator) earns revenue through insurance premiums collected on policies underwritten by partner insurance companies (risikoträger) including Allianz, Baloise, ERGO, Gothaer, Rhion, VHV, VOLKSWOHL BUND, Württembergische, and Zurich. The company designs, prices, and administers the insurance products while risk carriers provide the capital and regulatory backing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Concept & Marketing (k+m) operates as an Assekuradeur (independent insurance concept developer and administrator), designing, pricing, and administering property, liability, and personal accident insurance products under the allsafe brand. Products are distributed exclusively through independent insurance brokers (Versicherungsmakler) across Germany, with risk carried by partner insurance companies (Risikotr\u00e4ger) such as Allianz, Baloise, ERGO, Gothaer, VHV, and Zurich. The company provides brokers with digital tools including tariff calculators, a broker portal, a customer portal, and a dynamic online claims form.

Product overview

Konzept & Marketing (k+m) is a German insurance underwriting agent (Assekuradeur) headquartered in Hannover, founded in 2001, offering a portfolio of allsafe-branded property, casualty, and personal insurance products distributed exclusively through independent insurance brokers. The product range is organized across three core lines: (1) Liability insurance (Haftpflichtversicherungen) — including personal liability (allsafe fortuna), dog owner liability (allsafe amigo), horse owner liability (allsafe cavallo), and property owner liability (allsafe terra); (2) Property insurance (Sachversicherungen) — including homeowners insurance combining building and contents (allsafe casa), three residential building variants (allsafe domo, allsafe domo easy, allsafe select), household contents insurance (allsafe home), and specialist photovoltaic insurance (allsafe solar); and (3) Personal insurance (Personenversicherungen) — accident insurance (allsafe bodyguard) and functional disability insurance (allsafe lavida). The allsafe solar product notably provides standalone all-risk (Allgefahrendeckung) protection for solar installations and heat pumps. Beyond insurance products, k+m provides supplementary services including a portfolio optimization service (Bestandsoptimierungsservice) and portfolio/company acquisition services (Bestands- und Firmenkäufe) to support broker business succession. All products are marketed exclusively through independent insurance intermediaries (Versicherungsmakler), and k+m provides online tools including tariff calculators and a dynamic online claims reporting form.

Differentiator

Problem solved

Functional benefit

Products and services

• allsafe fortuna – Personal Liability Insurance (Privathaftpflichtversicherung)

Quantifiable outcome

• Awarded Höchste Weiterempfehlung (Highest Recommendation) in AssCompact Award 2025 for Private Property/Casualty Business
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core.

• Allianz Versicherungs-AGcoreOthersAllianz is one of the partner insurance companies (Risikoträger) that co-underwrites k+m insurance products. Listed as a data-sharing partner in k+m's service provider list under GDPR compliance.
• Baloise Sachversicherung AG DeutschlandcoreOthersBaloise is a partner insurance company co-underwriting k+m insurance products. Listed as a data-sharing partner in k+m's service provider list under GDPR compliance.
• ERGO Direkt AGcoreOthersERGO Direkt is a partner insurance company co-underwriting k+m insurance products. Listed as a data-sharing partner in k+m's service provider list under GDPR compliance.
• Gothaer Allgemeine Versicherung AGcoreOthersGothaer is a partner insurance company co-underwriting k+m insurance products. Listed as a data-sharing partner in k+m's service provider list under GDPR compliance.
• Rhion Versicherung AGcoreOthersRhion is a partner insurance company co-underwriting k+m insurance products. Listed as a data-sharing partner in k+m's service provider list under GDPR compliance.
• VHV Allgemeine Versicherung AGcoreOthersVHV is a partner insurance company co-underwriting k+m insurance products. Listed as a data-sharing partner in k+m's service provider list under GDPR compliance.
• VOLKSWOHL BUND VersicherungencoreOthersVOLKSWOHL BUND is a partner insurance company co-underwriting k+m insurance products. Listed as a data-sharing partner in k+m's service provider list under GDPR compliance.
• Württembergische Versicherung AGcoreOthersWürttembergische is a partner insurance company co-underwriting k+m insurance products. Listed as a data-sharing partner in k+m's service provider list under GDPR compliance.
• Zurich Gruppe DeutschlandcoreOthersZurich is a partner insurance company co-underwriting k+m insurance products. Listed with a dedicated service provider list in k+m's GDPR documentation.
• informa HIS GmbHcoreTechnology or Integrationk+m participates in the insurance industry's Hinweis- und Informationssystem (HIS) operated by informa HIS GmbH. HIS is a warning and information system supporting risk assessment during policy applications, claims investigation, and insurance fraud prevention.
• FTAPI Software GmbHcoreTechnology or IntegrationFTAPI SecuMails is a BSI-C5 certified encrypted email service used by k+m for secure email communication with customers and partners. This ensures GDPR-compliant and secure transmission of sensitive insurance data.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Baloise Sachversicherung AG Deutschland: German operations of Swiss Baloise Group; a k+m risk carrier offering property/casualty products through German brokers. Comparable product mix and broker-distribution model with full-scale carrier resources.
• VHV Versicherungen: One of k+m's risk carriers and a major German P&C insurer with broad broker distribution. Overlaps with k+m in product categories and broker channel; benchmark for compensation terms and product design among Assekuradeure.
• Gothaer Versicherungen: German mutual insurer with broad P&C portfolio and one of k+m's risk carriers. Comparable property and liability offerings distributed through brokers; deeper balance sheet enables broader product breadth than an Assekuradeur.
• Zurich Gruppe Deutschland: German operations of Zurich Insurance Group; one of k+m's named risk carriers. Comparable P&C product portfolio distributed through brokers with significantly greater capital base and product breadth.
• Generali Deutschland Versicherung AG: Major multi-line German insurer operating in property and casualty through agents and brokers. Sets competitive benchmarks in the German P&C market where k+m competes for broker mindshare.
• Württembergische Versicherung AG: Established German property/casualty insurer and one of k+m's co-underwriting risk carriers. Comparable P&C product lines distributed through brokers; serves as both supplier and partial competitor in the same niche.
• Mannheimer Versicherung AG: German specialty insurer historically focused on niche P&C, accident, and craft-trade coverages distributed via intermediaries. Similar niche-emphasis strategy comparable to k+m's specialist liability and personal accident lines.
• Helvetia Versicherungen Deutschland: German subsidiary of Swiss Helvetia Group offering broker-distributed P&C and specialty lines. Comparable niche lines including homeowner, contents, and liability products distributed via Versicherungsmakler.

Direct peers

• SCHUNCK Group: German insurance broker and Assekuradeur group operating a comparable concept-developer/broker distribution model across property, casualty, and specialty lines. Closest direct analogue to k+m's hybrid product-development-plus-broker-distribution approach in the German market.
• Janitos Versicherung AG: German specialty insurer with niche property and liability products distributed primarily through brokers. Comparable product-scope focus on broker-distributed specialty P&C and similar mid-market positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/konzeptundmarketing

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Concept & Marketing