Fidamy
Fidamy is an Amsterdam-based embedded insurance infrastructure platform, backed by NN Group, that enables digital businesses across Europe to launch device, purchase, cancellation, cyber, and pet insurance products inside their own customer journeys via APIs, plugins, or no-code tools.
- Company typePrivate
- Founded2023
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Fidamy does
Fidamy B.V. is a Netherlands-based embedded insurance infrastructure provider founded in 2023 in Amsterdam and operationally backed by NN Group (Nationale-Nederlanden Schadeverzekering Maatschappij N.V.). The company operates a cloud-native, API-first platform that enables B2B partners — across retail and e-commerce, telecommunications and utilities, travel and events, financial services, and digital platforms — to embed insurance products (device protection, purchase protection, cancellation cover, cyber protection, and pet care) directly into their own customer journeys. Integration options range from full REST APIs with sandbox environments and webhooks to hosted forms, prebuilt CMS/ecommerce plugins, embeddable UI components, and no-code payment-link activations, enabling partners to launch insurance products in days rather than months.
The platform is modular, combining configuration (product design and dynamic pricing), policy administration, claims processing (with AI-powered fraud detection and automated workflows), and analytics dashboards, all hosted in EU datacenters with GDPR compliance and 24/7 monitoring. Fidamy operates the Hello Fidamy sub-brand as a direct-to-consumer smartphone insurance portal in the Netherlands, and additionally serves insurers/MGAs and brokers as infrastructure customers. The business model is multi-stream: recurring commissions or revenue shares from B2B-embedded distribution, B2C subscription fees (monthly or annual) from Hello Fidamy, and managed-service/administration fees from carriers and MGAs. The company holds AFM license 12049619 and is registered with Kifid, KVK, and the RGA, with Nationale-Nederlanden Schadeverzekering Maatschappij N.V. acting as the licensed underwriter for its insurance products.
Fidamy firmographics
Firmographics- Name
- Fidamy
- Legal name
- Fidamy B.V.
- Website
- https://fidamy.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fidamy is an Amsterdam-based embedded insurance infrastructure platform, backed by NN Group, that enables digital businesses across Europe to launch device, purchase, cancellation, cyber, and pet insurance products inside their own customer journeys via APIs, plugins, or no-code tools.
- Ownership category
- akta.pro rank
Fidamy industry classification
Industry- Product category
- Embedded Insurance Platform
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA)
- akta.pro secondary industries
- Claims Management & Digital FNOL Platforms (FSAGAGAC), Data, Analytics & AI for Insurance (Risk, Pricing, Personalization) (FSAGAGAE), Billing, Payments & Premium Finance Platforms (FSAGAGAI)
Keywords
Where Fidamy is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Fidamy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Embedded Insurance Distribution (B2B): Fidamy earns commissions or revenue shares by enabling B2B partners (retailers, telecoms, travel platforms, financial services, digital platforms) to embed and sell insurance products within their own customer journeys. Fidamy handles claims administration, compliance, product design, licensing, and carrier partnerships, while partners monetise protection as an add-on revenue stream.
- Direct-to-Consumer Device Insurance (B2C): Fidamy sells smartphone insurance directly to consumers through hello.fidamy.com via monthly subscription (monthly gemoedsrust) or annual plan. Monthly plan is flexibly cancellable; annual plan auto-renews for continuous coverage.
- Insurance Administration and Management Fees: Fidamy generates revenue by providing the underlying insurance infrastructure, policy management, claims processing, and regulatory compliance as a managed service to insurance carriers and MGAs, taking a fee or commission on each policy issued.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly Subscription (Basisdekking / Uitgebreide dekking) |
| Subscription | Annual | Annual Subscription (Basisdekking / Uitgebreide dekking) |
| Transaction based/ take rate | Pay-as-you-go | B2B Embedded Insurance (Partner Pricing) |
Go-to-market motion5 records
Distribution channels7 records
Marketing channels6 records
Fidamy product offering
Product offeringCore offering
Fidamy is an embedded insurance infrastructure platform that enables B2B partners (retailers, telecoms, travel platforms, financial services, digital platforms) to create, configure, deliver, and manage insurance products integrated into their own digital customer journeys via APIs, plugins, hosted forms, and no-code payment links. Fidamy handles the full insurance stack — claims administration, compliance, product design, licensing, and carrier partnerships — while partners monetise protection as an add-on revenue stream. The company also sells direct-to-consumer smartphone insurance through its Hello Fidamy sub-brand (hello.fidamy.com).
Product overview
Fidamy is an embedded insurance infrastructure platform enabling digital businesses to offer insurance as part of their product. The platform follows a modular architecture combining a core platform with distinct delivery modules: Fidamy API Integration provides enterprise-grade APIs for custom builds; Fidamy Flow offers prebuilt hosted forms; Fidamy Plugin enables pre-integrated CMS/e-commerce platform connections; Fidamy Elements provides embeddable UI components; and Fidamy Payment Link handles no-code premium collection. Supporting modules include Fidamy Configuration (product design and pricing), Fidamy Administration (policy management), Fidamy Claims (claims processing with AI-powered fraud detection), and Fidamy Data (analytics). Fidamy also operates Hello Fidamy as a consumer-facing sub-brand for direct device/smartphone insurance sales. The platform targets industries including retail/e-commerce, telco/utilities, travel/events, financial services, and digital platforms with use cases spanning purchase protection, device protection, cancellation protection, cyber protection, and pet care insurance.
Differentiator
Problem solved
Functional benefit
Products and services
- Fidamy Platform (Core) One unified cloud-native platform for B2B partners to create, deliver, configure, integrate, and manage any insurance add-on for their products. Includes configuration, integration via prebuilt tools or APIs, and administration of policies, claims, and analytics from a single dashboard. For enterprise digital businesses across retail, telecom, travel, financial services, and digital platforms.
- Fidamy API Integration Enterprise-grade RESTful API suite enabling full control over the insurance journey. Allows partners to build insurance logic into their own frontend, CRM, mobile app, or internal tools with versioning, sandbox environments, webhooks, policy launch and binding, mid-term changes, cancellations, claims triggering and tracking, data synchronisation, and compliance management. For fast-moving product teams and highly regulated partners.
- Fidamy Flow (Hosted Insurance Forms) Prebuilt, hosted insurance forms fully managed by Fidamy. Brand-customisable, embeddable in iframes or partner sites, and ideal for lead generators referring customers via links or QR codes. Requires no development work.
- Fidamy Plugin (Pre-integrated Platforms) Pre-integrated plugin for distributing insurance through existing CMS, e-commerce, or booking platforms. Embeds insurance into existing purchase flows without requiring developer involvement.
- Fidamy Elements (UI Components)
Quantifiable outcome
- Time-to-market reduced from months to days for insurance product launches
- +4 more outcomes
Companies that use Fidamy
Customer profileNamed customers6 records
Segments8 records
Ideal customer profiles8 records
Fidamy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature10 records
Fidamy partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- ComplyCubecoreFidamy partnered with ComplyCube to embed AML (Anti-Money Laundering) and sanctions compliance into insurance products in Europe. The collaboration streamlines regulatory compliance in digital insurance journeys amid rising enforcement activity and compliance costs, supporting the rapid growth of embedded insurance across European markets.
- Repair Partners (Third-Party)coreFidamy works with third-party repair partners who provide smartphone repair and replacement services. When a claim is filed, customers can either mail their device to the repair partner or schedule a walk-in repair at a nearby location. Repaired devices are returned; unrepairable devices are replaced with equivalent smartphones, with old devices sustainably recycled.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Fidamy competitors and assessment
Company assessmentBroad incumbents
- AXA: Global insurance leader with embedded insurance partnerships and parametric product offerings across European markets. Incumbent competitor pursuing embedded distribution through strategic partnerships and digital platforms.
- Lemonade: Public AI-native insurance carrier offering renters, homeowners, pet, and life insurance direct-to-consumer. Comparable in AI-driven claims automation and digital-first customer experience, but operates as a carrier with own balance sheet rather than as embedded infrastructure.
- Allianz: Global insurance incumbent with embedded insurance initiatives and partner distribution programs across Europe. Represents the established carrier-side competitor with embedded offerings bundled into Allianz's broader product portfolio.
Emerging players
- Cytora: AI-powered insurance workflow platform applying machine learning to commercial insurance underwriting and claims. Adjacent competitor with overlap in AI-driven insurance automation, though focused on commercial underwriting workflows rather than embedded consumer insurance.
- Many Pets: UK-headquartered pet insurance technology company offering embedded pet insurance through partner platforms. Overlaps with Fidamy's pet care insurance use case through digital-first product design and partner distribution.
Direct peers
- bolt: Singapore-headquartered insurtech providing embedded insurance distribution through partners across Asia, Europe, and the Americas. Competes directly in the embedded insurance infrastructure category with multi-carrier and multi-product capabilities backed by Pacific Century Group.
- Qover: Belgian-headquartered embedded insurance orchestration platform enabling digital businesses to launch and distribute insurance products across Europe. Closest direct competitor given similar B2B embedded insurance focus, multi-vertical coverage, and European footprint.
- Slice Labs: Cloud-native insurance platform powering on-demand, embedded, and digital insurance products. Direct competitor in the digital-first insurance enablement space with similar API-first approach and B2B partner distribution model.
- CoverGenius: Global embedded insurance platform offering API-based protection products (device, shipping, ticketing, warranty) to digital businesses. Comparable in product architecture (API-first) and embedded distribution model, though with a US-first footprint and broader product breadth.
Regional players
- Trov: On-demand device and personal property insurance platform with embedded distribution capabilities. Comparable in device protection focus and on-demand UX, though historically focused on Australia/US markets with similar B2B2C partner model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Fidamy compliance and trust
Trust signalCompliance3 records
Fidamy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fidamy leadership team
Management profileNumber of profiles
Profiles4 records
Fidamy funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fidamy 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 Fidamy
What does Fidamy do?
Fidamy is an embedded insurance infrastructure platform that enables B2B partners (retailers, telecoms, travel platforms, financial services, digital platforms) to create, configure, deliver, and manage insurance products integrated into their own digital customer journeys via APIs, plugins, hosted forms, and no-code payment links. Fidamy handles the full insurance stack — claims administration, compliance, product design, licensing, and carrier partnerships — while partners monetise protection as an add-on revenue stream. The company also sells direct-to-consumer smartphone insurance through its Hello Fidamy sub-brand (hello.fidamy.com).
Is Fidamy a public or private company?
Fidamy is a private company. It is classified as corporate owned and is currently operating.
When was Fidamy founded?
Fidamy was founded in 2023. It employs 11 to 50 people.
Where is Fidamy based?
Fidamy is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Fidamy make money?
Three revenue lines are on record. Embedded Insurance Distribution (B2B) is the primary driver. The others are direct-to-Consumer Device Insurance (B2C) and insurance Administration and Management Fees.
Who are Fidamy's main competitors?
Broad incumbents on record are AXA, Lemonade and Allianz. Emerging players are Cytora and Many Pets. Direct peers are bolt, Qover, Slice Labs and CoverGenius. Trov is listed as a regional player.
Does Fidamy have an API?
Yes. Fidamy offers a robust API-first platform enabling partners to build insurance logic into their own frontend, CRM, mobile app, or internal tools. Capabilities include: launching and binding policies, handling mid-term changes and cancellations, triggering and tracking claims, syncing data across systems, and managing compliance requirements. The API is designed with clear versioning, sandbox environments, and powerful webhooks for full control of the user experience. Supports high-volume quote and bind flows, modern authentication, role-based access, EU insurance and data privacy compliance, and full auditability. Designed for both fast-moving product teams and highly regulated partners. Developer documentation is at www.fidamy.com/resources/documentation.
What industry is Fidamy in?
Fidamy's product category is Embedded Insurance Platform. Its primary akta.pro industry code is FSAGAGAA, Digital Distribution & Comparison Platforms (Aggregators/Marketplaces), with a secondary code of FSAGAGAC, Claims Management & Digital FNOL Platforms. Its NAICS code is 5242 and its SIC code is 6411.