INSENIO
INSENIO is a Berlin-based, founder-managed D2C e-commerce retailer founded in 2015 that specializes in incontinence and senior-care products from multiple leading manufacturers, serving consumers in Germany and nine European countries via online shop, subscriptions, and discreet shipping.
- Company typePrivate
- Founded2015
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What INSENIO does
INSENIO GmbH is a Berlin-based online retailer, founded in 2015 and managed by Jonas Schmieder, that specializes in incontinence products, care supplies, and adjacent senior-care goods. The company operates the insenio.de e-commerce storefront as a category-specialist aggregator carrying multi-brand assortments from Hartmann/MoliCare, TENA (Essity), Seni (TZMO), Attends, Abena, suprima, and iD (Ontex), organized by user persona (women, men, children, caregivers) and severity level. Beyond transactional retail, INSENIO runs the Windeln im Abo and INSENIO Pflegebox subscription services, the INSENIO Taler loyalty program, and the INSENIO Ratgeber educational content platform covering incontinence, nursing care, and senior-health topics. The business targets individual consumers in Germany and nine additional European countries (Austria, Denmark, Netherlands, Luxembourg, Poland, Italy, Spain, Portugal, Romania), with discreet neutral-packaging shipping and phone consultation support as core differentiators.
The underlying technology stack is a conventional SaaS-assembled e-commerce platform: Klaviyo for email marketing, Zendesk for support ticketing, Superchat for WhatsApp communication, Google Analytics for web analytics, and a locally operated open-source LLM (Magistral Small 2506, Unsloth-pretrained) plus a voice-to-text transcription system for customer-service automation. Fulfillment is outsourced to ANCLA Logistik (Wetzlar) with last-mile delivery via DHL and Österreichische Post. The company is PCI DSS certified and Trusted Shops accredited.
INSENIO's revenue model combines one-time product sales, recurring subscription deliveries (5% discount incentive), and a points-based loyalty program (2% redemption threshold at 2,500 Taler). The company is privately held, founder-managed, with no external funding rounds, M&A activity, or institutional ownership disclosed in the source data.
INSENIO firmographics
Firmographics- Name
- INSENIO
- Legal name
- INSENIO GmbH
- Website
- https://insenio.de
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- INSENIO is a Berlin-based, founder-managed D2C e-commerce retailer founded in 2015 that specializes in incontinence and senior-care products from multiple leading manufacturers, serving consumers in Germany and nine European countries via online shop, subscriptions, and discreet shipping.
- Ownership category
- akta.pro rank
INSENIO industry classification
Industry- Product category
- Incontinence Products E-commerce
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Retail-Drug Stores And Proprietary Stores (5912)
- akta.pro primary industry
- Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH)
- akta.pro secondary industry
- Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH)
Keywords
Where INSENIO is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
INSENIO business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product sales (e-commerce): Direct retail of incontinence products, continence aids, and care supplies through the insenio.de online shop. Products include incontinence pads, diapers, care clothing, bed protection, and hygiene products from various manufacturers.
- Subscription service (Windeln im Abo): Recurring delivery service offering 5% discount on regular orders of diapers/incontinence products, providing predictable recurring revenue and customer lock-in.
- Loyalty program (INSENIO Taler): Points-based loyalty program where customers earn Taler on purchases. 250 Taler sign-up bonus, and 2% discount on purchases from 2,500 Talers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard unit pricing for individual products |
| Subscription | Monthly | Subscription service (Windeln im Abo) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
INSENIO product offering
Product offeringCore offering
INSENIO operates an online retail platform (insenio.de) selling incontinence products, care supplies, hygiene items, and related medical/mobility aids from multiple manufacturers including Hartmann (MoliCare), TENA, Seni, Attends, Abena, suprima, and iD (Ontex). The platform serves individual consumers with incontinence needs as well as professional caregivers and care facilities, with discreet shipping in neutral packaging, phone-based consultation, subscription delivery services, and a loyalty program.
Product overview
INSENIO operates as an online retail platform for incontinence products and care supplies, established in Berlin since 2015. The core offering is an e-commerce marketplace featuring a comprehensive range of incontinence products organized into main categories: Inkontinenzeinlagen (incontinence pads), Inkontinenzvorlagen (incontinence templates), Inkontinenz-Windeln (adult diapers), Pants & Windelhosen (pull-on pants), Bettschutz (bed protection), Hautpflege (skin care), Pflegeoveralls & Pflegebodys (care onesies), Desinfektion & Hygiene (hygiene supplies), and Sanitätshaus-Artikel (medical supplies). The platform sells multiple branded product lines including Hartmann/MoliCare, TENA, Seni, ActivePro, Abena, suprima, Attends, and iD (Ontex). Beyond core retail, INSENIO offers value-added services including the INSENIO Taler loyalty program, Windeln im Abo subscription service, INSENIO Pflegebox curated care packages, and the Seni Sparplan savings plan. The company also maintains an educational Ratgeber (guide) section covering incontinence, care, and health topics. All products are shipped discreetly in neutral packaging.
Differentiator
Problem solved
Functional benefit
Brands
- INSENIO Taler-Programm: A loyalty points program where customers collect Taler (coins) with each purchase. 250 Taler are given as a starting bonus, and from 2,500 Taler customers receive a 2% discount on purchases.
- INSENIO Pflegebox
- Windeln im Abo
- INSENIO Ratgeber
Products and services
- INSENIO Online Shop Primary e-commerce storefront at insenio.de selling incontinence products, care supplies, and hygiene items from multiple manufacturers (Hartmann/MoliCare, TENA, Seni, Attends, Abena, suprima, iD/Ontex), with discreet shipping in neutral packaging and 24/7 ordering.
- Windeln im Abo (Diaper Subscription) Subscription service offering regular recurring delivery of diapers and incontinence products at 5% discount, with customer-selected delivery frequency, providing predictable recurring revenue and customer lock-in.
- INSENIO Pflegebox (Care Box) Curated care package subscription service providing incontinence and care supplies to customers on a regular delivery basis, often aligned with German care insurance (Pflegekasse) reimbursement.
- INSENIO Taler Loyalty Program Points-based loyalty program where customers collect Taler with each purchase; starting bonus of 250 Taler, and 2% discount on purchases starting at 2,500 Talers.
- Seni Sparplan (Seni Savings Plan) Brand-specific cost-saving subscription plan dedicated to Seni (TZMO) incontinence products, offering savings on recurring deliveries.
- INSENIO Ratgeber (Educational Guide) Comprehensive educational guide/magazine covering incontinence, care, health, life in old age, aids and equipment — supporting content marketing and SEO for incontinence and senior care audiences.
Quantifiable outcome
- 30-day return policy
- +2 more outcomes
Companies that use INSENIO
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
INSENIO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature2 records
INSENIO partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered minor and core.
- SeniovominorCooperation partner for barrier-free bathroom solutions. INSENIO embeds an iFrame from Seniovo on their website, allowing customers to access Seniovo's bathroom adaptation services. Customer data (contact details, address) is transmitted to Seniovo via opt-in consent for service provision.
- Pflege ABCminorCooperation partner for free nursing care courses (PflegeABC - Kostenfreier Pflegekurs). INSENIO provides Jotform-based forms from Pflege ABC on their website, processed by Pflege ABC with data stored in Germany.
- DHL Express Germany GmbHcorePrimary shipping partner for deliveries within Germany and internationally (except Austria). DHL handles package delivery to customers.
- Österreichische Post AGcoreShipping partner for deliveries to Austria.
- Klaviyo Ltd.coreEmail marketing automation platform used for newsletter distribution and marketing communications. Data processed on EU servers.
- Zendesk Inc.coreCustomer service ticketing system used for managing and processing customer inquiries via email. Data transferred to USA with Standard Contractual Clauses for GDPR compliance.
- PayPal (Europe) S.à.r.l. & Cie, S.C.A.corePayment processing partner offering PayPal as a payment option with buyer protection.
- Creditreform Boniversum GmbHcoreCredit checking service used for customers selecting invoice or SEPA direct debit payment methods to assess creditworthiness.
- SuperX GmbH (Superchat)coreOmnichannel communication platform used for WhatsApp customer support and marketing, with data processed on servers in Germany.
- Hertha BSCminorSports club partnership for brand visibility and marketing, as indicated by 'INSENIO & Hertha BSC' page reference.
- HartmanncoreKey brand partnership - INSENIO is an authorized reseller of Hartmann/MoliCare incontinence products, one of the leading manufacturers in the segment.
- TENAcoreKey brand partnership - INSENIO is an authorized reseller of TENA incontinence products.
- SenicoreKey brand partnership with Seni (TZMO) incontinence products, featuring promotional 'Seni Sparplan' subscription plan.
- Attends GmbHcoreAuthorized reseller of Attends incontinence products with over 35 years of experience in hygiene products.
- AbenacoreAuthorized reseller of Abena incontinence products - a family-owned Danish company since 1980.
- suprimacoreAuthorized reseller of suprima care textiles and incontinence products, featuring care overalls, bodies, and protective clothing.
- Ontex Healthcare (iD)coreAuthorized reseller of iD (Ontex) incontinence products, serving over 2.5 million people worldwide.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
INSENIO competitors and assessment
Company assessmentDirect peers
- Sanicare: German mail-order pharmacy selling health, care, and incontinence products to end consumers. Same D2C e-commerce model targeting incontinence and home health buyers in Germany.
- Medpex: German online pharmacy with a strong incontinence and home care product category. Competes directly with INSENIO for the same D2C consumer in Germany via mail-order pharmacy model.
- Eurapon: German online pharmacy with strong assortment in incontinence, care products, and medical supplies. Targets the same consumer segment (D2C home delivery of incontinence and health products).
- DocMorris: Leading German online pharmacy selling incontinence products, OTC medications, and health supplies direct to consumers. Direct competitor in the same German D2C e-commerce channel for incontinence and care products.
- Shop Apotheke: Major European online pharmacy operating in Germany with broad OTC, prescription, and home health product assortment including incontinence. Direct competitor for the same consumer base via D2C e-commerce.
Broad incumbents
- Hartmann (MoliCare): German medical products manufacturer and one of INSENIO's key brand partners (MoliCare). Operates B2B and DTC channels, and competes as a producer-direct supply source against INSENIO's resale model.
- Ontex (iD): Global incontinence and hygiene products manufacturer behind the iD brand stocked by INSENIO. Operates its own DTC sites in Europe and competes as both supplier and channel competitor.
- Essity (TENA): Global manufacturer of TENA incontinence products and one of INSENIO's core brand partners. Operates its own direct DTC site in Germany, competing head-to-head with INSENIO for the same end consumer.
Emerging players
- Windeln.de: German e-commerce retailer of baby and child products including diapers and swim diapers. Comparable subscription model and German D2C focus, overlapping in the children's incontinence category.
Others
- ZURU (Crinklz): Manufacturer of Crinklz adult novelty diapers stocked by INSENIO. Adjacent supplier relationship rather than direct competitor, but illustrative of the broader incontinence products supplier ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
INSENIO social profiles
Digital presenceINSENIO compliance and trust
Trust signalCompliance1 record
INSENIO financial estimates
Financial estimateRevenue estimate
Valuation estimate
INSENIO leadership team
Management profileNumber of profiles
Profiles2 records
INSENIO funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
INSENIO 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 INSENIO
What does INSENIO do?
INSENIO operates an online retail platform (insenio.de) selling incontinence products, care supplies, hygiene items, and related medical/mobility aids from multiple manufacturers including Hartmann (MoliCare), TENA, Seni, Attends, Abena, suprima, and iD (Ontex). The platform serves individual consumers with incontinence needs as well as professional caregivers and care facilities, with discreet shipping in neutral packaging, phone-based consultation, subscription delivery services, and a loyalty program.
Is INSENIO a public or private company?
INSENIO is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was INSENIO founded?
INSENIO was founded in 2015. It employs 11 to 50 people.
Where is INSENIO based?
INSENIO is headquartered in Berlin, Germany, in the Europe region.
How does INSENIO make money?
Three revenue lines are on record. Product sales (e-commerce) is the primary driver. The others are subscription service (Windeln im Abo) and loyalty program (INSENIO Taler).
Who are INSENIO's main competitors?
Direct peers on record are Sanicare, Medpex, Eurapon, DocMorris and Shop Apotheke. Broad incumbents are Hartmann (MoliCare), Ontex (iD) and Essity (TENA). Windeln.de is listed as an emerging player. ZURU (Crinklz) is listed as an others.
Does INSENIO have an API?
No public API is recorded for INSENIO.
What industry is INSENIO in?
INSENIO's product category is Incontinence Products E-commerce. Its primary akta.pro industry code is HSABAKAH, Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies), with a secondary code of HLAHALAH, Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors). Its NAICS code is 456 and its SIC code is 5912.