ALLIA

What ALLIA does

AlliA is a privately held insurance brokerage firm headquartered in Roeselare, Belgium, operating across Belgium, Luxembourg, and Switzerland through 23 local offices and approximately 520 employees. The company serves two primary customer segments: business/commercial clients across 16 industry verticals (including waste & recycling, construction, energy, financial institutions, logistics, maritime, media, production, retail, technology, property, and self-employed), and personal/home clients requiring individual insurance coverage. AlliA brokers commercial lines (liability, workers' compensation, fleet, employee benefits, pension planning, cyber & fraud, transactional risks, investments), specialty lines (exclusive assets such as art, jewellery, vintage vehicles, and aviation), and personal lines (fire, vehicle, family liability, hospitalisation, travel).

The company's technology stack consists of a customer-facing E-Platform portal that enables existing clients to manage policies, file claims, and access account information 24/7, supported by standard web analytics tooling (Google Analytics, Google Tag Manager). AlliA operates a relationship-based, advisor-led sales model through sector-specialized Client Managers and Client Advisors, complemented by referral channels through international partner networks including Assurex Global, Funk Alliance, Gallagher, and Verspieren for cross-border placements. The revenue model is primarily commission-based: AlliA receives brokerage commissions from insurance carriers as a percentage of premiums, with potential additional fees for portfolio management services, in line with MiFID/AssurMiFID disclosure rules.

Since its founding in 1979 as Assero and subsequent rebranding to AlliA in 2002, the company has pursued an aggressive growth-by-acquisition strategy, completing roughly 20 acquisitions across Belgium, Luxembourg (2008), and Switzerland (2023). Recent acquisition waves in 2022–2025 have accelerated both domestic consolidation and international expansion. The firm is privately held with no disclosed private equity, venture capital, or public investment.

Name

ALLIA

Legal name

AlliA Insurance Brokers NV

Website

https://allia.be

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

AlliA is a privately held Belgian insurance brokerage operating 23 offices across Belgium, Luxembourg, and Switzerland with 520 employees. It brokers commercial and personal insurance across 16 industry verticals via sector-specialized advisors and an E-Platform portal, generating revenue primarily through carrier commissions.

Ownership category

akta.pro rank

Headquarters

HQ city

Roeselare

HQ country

Belgium

HQ region

Europe

Offices24 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Mediation Commission: AlliA receives commissions from insurance companies for mediation services. According to MiFID disclosures, the firm receives fees from insurance companies as part of the premium paid by customers. Additionally, fees may be charged directly to customers for insurance mediation services or related to portfolio management at specific insurance companies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

ALLIA is a premium insurance broker intermediating commercial and personal insurance policies from multiple carriers on behalf of clients. Commercial offerings span 16 industry sectors with solutions including liability, workers' compensation, fleet, employee benefits, pension, cyber, credit, transactional risk, and investments. Personal offerings include fire, vehicle, family liability, legal assistance, hospitalisation, travel, and exclusive assets (art, jewellery, vintage cars, aviation). An in-house E-Platform enables existing clients to manage policies and file claims online.

Product overview

ALLIA is a premium insurance broker operating as a platform-plus-services model. The core offering comprises Business Insurance Solutions and Personal Insurance Solutions, supported by an E-Platform digital portal. The business insurance portfolio covers 16 industry sectors (waste & recycling, construction, services, energy, financial institutions, interim & cleaning, logistics & transport, maritime, media & entertainment, non-profit, production, retail, technology, property, nutrition, self-employed) with specialized solutions including liability, workers' compensation, patrimony, fleet, employee benefits, pension planning, cyber & fraud, environment, guarantees, legal assistance, credit insurance, medical expenses, guaranteed income & disability, transactional risks, and investments. Personal insurance encompasses fire, vehicle, family liability, legal assistance, pension & decease, hospitalisation, and travel insurance. The Exclusive Assets division provides specialized coverage for art, vintage cars, jewellery, sports, property, pleasure crafts, and aviation. The E-Platform enables clients to file claims and manage accounts online.

Differentiator

Problem solved

Functional benefit

Brands

• ALLIA | MATERNÉ: Insurance office in Antwerp, Straatsburgdok
• ALLIA | PALMERS
• AlliA | Vellut & Namèche
• AlliA | HD Assurances
• AlliA | Ledieu
• Swiss Prime International
• ARISCO Versicherungen AG
• Prévenir

Products and services

• Business Insurance Solutions Comprehensive commercial insurance brokerage services for businesses, covering liability, workers' compensation, patrimony, fleet management, employee benefits, pension planning, cyber & fraud, environment, guarantees, legal assistance, credit insurance, medical expenses, guaranteed income & disability, transactional risks, and investments. Targets companies across 16 specialized industry verticals.
• Personal Insurance Solutions Individual insurance brokerage services for consumers and families, including fire insurance, vehicle insurance, family liability, legal assistance, pension & decease, hospitalisation, and travel insurance & assistance.
• Exclusive Assets Insurance Specialised insurance coverage for high-value personal possessions including art collections, vintage and exclusive vehicles, jewellery and watches, sports equipment, property developments, pleasure crafts, and private/recreational aviation. Targets high-net-worth individuals.
• AlliA E-Platform Online customer portal (eallia.allia.be) allowing existing clients to manage their insurance policies, file claims directly, and access account information 24/7.
• Transactional Risk Insurance Insurance solutions for mergers and acquisitions including Warranty & Indemnity insurance, Tax Liability insurance, Contingent Liability insurance, and Liquidation insurance. Targets corporate buyers engaged in M&A transactions.
• Investment Insurance Investment and wealth accumulation insurance products including guaranteed capital investment insurance, life insurance as investment, and non-fiscal investment solutions for supplementary pension and succession planning.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core.

• Assurex GlobalcoreChannel Partner/ Reseller/ DistributorInternational partnership network providing AlliA with global reach to serve clients operating internationally. Assurex Global is a worldwide partnership of independent insurance brokers.
• Funk AlliancecoreChannel Partner/ Reseller/ DistributorInternational insurance broker network partner based in Germany, providing cross-border insurance solutions and expertise for AlliA's international client operations.
• GallaghercoreChannel Partner/ Reseller/ DistributorGlobal insurance brokerage firm (Arthur J. Gallagher) operating as an international partner network member, enabling AlliA to provide comprehensive insurance solutions worldwide.
• VerspierencoreChannel Partner/ Reseller/ DistributorInternational insurance broker network partner (Verspieren) providing coverage solutions across borders for AlliA's business clients with international operations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• BRS Brokers: Belgian independent insurance brokerage group with comparable mid-market commercial focus and sector specialisation, competing for SME and corporate accounts across Belgium.
• Vanbreda Risk & Benefits: Belgium-domiciled insurance broker specialising in employee benefits, pensions, and commercial lines; one of ALLIA's most direct Belgian competitors.
• Aon Belgium / Marsh Belgium: Local Belgian branches of global brokers competing head-to-head with ALLIA for the same business, personal, and international client segments in the home market.

Broad incumbents

• Aon: World's largest insurance broker with significant operations in Belgium, Luxembourg, and Switzerland; directly overlaps ALLIA's commercial, employee benefits, and transactional risk offerings.
• Willis Towers Watson: Major international insurance and reinsurance broker active across ALLIA's three operating geographies, with comparable large-commercial and specialty capabilities.
• Arthur J. Gallagher: Global broker and risk management firm that is both an ALLIA international partner (via Assurex Global) and a direct competitor for mid-market and specialty accounts across Europe.
• Marsh (Marsh & McLennan): Global insurance brokerage and risk advisory giant with deep Belgian presence; competes for the same large commercial and specialty accounts that ALLIA serves through its sector teams.

Direct peers

• Verspieren: French-headquartered insurance broker and ALLIA international partner; operates in similar mid-market and specialty commercial segments across France and Belgium.
• Howden Group: London-headquartered specialty and mid-market insurance broker with a European roll-up strategy closely mirroring ALLIA's acquisitive approach across Benelux and Switzerland.
• Funk Gruppe: Germany-based corporate insurance broker and ALLIA international partner via Funk Alliance; competes directly for German cross-border clients and adjacent Benelux accounts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries19 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 ALLIA