assona
assona is a Berlin-based embedded insurance service provider (founded 2003) offering point-of-sale coverage for bicycles, e-bikes, electronics, photovoltaic systems, and boats to 2.2 million customers across Germany and Austria via 1,000+ retail and B2B partners; wholly owned by Ecclesia Gruppe since 2024.
- Company typePrivate
- Founded2003
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What assona does
assona GmbH is a Berlin-based insurance service provider founded in 2003, operating as both a registered insurance agent (Versicherungsvertreter under § 34d Abs. 1 GewO) and an Assekuradeur (insurance undertaker) supervised by BaFin. The company designs and distributes embedded insurance products primarily at the point of sale, covering bicycles and e-bikes, electronic devices (smartphones, tablets, laptops), photovoltaic systems, and boats via the meineBootsversicherung sub-brand. Its technology platform is a digital insurance stack that includes a KI-Sprachassistent (AI voice assistant) for telephone-based customer service, open-source web analytics (Matomo), and B2B visitor intelligence tooling (SalesViewer), assembled largely from third-party components rather than proprietary AI models.
assona operates a hybrid B2B2C and B2C model. The B2B2C channel is the primary distribution engine: insurance products are integrated directly into the sales processes of 1,000+ trading partners, including electronics retailers, bicycle and e-bike dealers, manufacturers, and online platforms across Germany and Austria. The B2B segment also includes customized insurance solutions for enterprises with individual requirements and outsourced customer service for insurance carriers (partial or full portfolio process takeover). Direct B2C sales are supported through the assona.com website for individual consumers purchasing personal electronics and bicycle protection. The company serves 2.2 million active customers in Germany and Austria with ~100 employees and processes 230,000+ regulated damage cases per year.
Revenue is generated via commissions embedded within recurring insurance premiums, with monthly billing. Pricing is quote-based rather than publicly listed, and customers can report damage, change data, and conclude contracts online. Since 2024, assona has been wholly owned by Ecclesia Gruppe, one of Germany's largest insurance brokers for businesses and institutions, headquartered in Detmold with approximately EUR 3 billion in annual premium volume. Leadership comprises Managing Directors Uwe Hüsch (Sales and Marketing) and Christopher Kampshoff (Finance, IT and Service), plus a COO, CTO, and functional heads spanning product, operations, legal, sales, and claims. The company has stated intent to expand into additional European markets beyond Germany and Austria.
assona firmographics
Firmographics- Name
- assona
- Legal name
- assona GmbH
- Website
- https://assona.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- assona is a Berlin-based embedded insurance service provider (founded 2003) offering point-of-sale coverage for bicycles, e-bikes, electronics, photovoltaic systems, and boats to 2.2 million customers across Germany and Austria via 1,000+ retail and B2B partners; wholly owned by Ecclesia Gruppe since 2024.
- Ownership category
- akta.pro rank
Where assona is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
assona business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Insurance Premiums: Commission-based compensation included within insurance premiums. The company acts as an insurance representative (Versicherungsvertreter) according to § 34d Abs. 1 GewO.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Insurance products - specific pricing not publicly available |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
assona product offering
Product offeringCore offering
assona is a German insurance service provider (Versicherungsdienstleister) that develops and distributes embedded insurance products for bicycles/E-bikes, electronic devices (smartphones, tablets, laptops), photovoltaic systems, and boats. It operates a B2B2C model distributing through 1,000+ retail partners at point-of-sale, while also serving direct B2C customers online and offering outsourced insurance services to insurance carriers and corporations.
Product overview
assona operates as an insurance service provider (Versicherungsdienstleister) offering a portfolio of embedded insurance products. The core offerings include bicycle/E-bike insurance, electronic device insurance (smartphones, tablets), and photovoltaic insurance. Additionally, the boat insurance brand 'meineBootsversicherung' is part of the portfolio. The company serves both private consumers (B2C) and business partners including retailers, insurance companies, and corporations (B2B). Services include damage/theft reporting, data change requests, and contract management. The company functions as an insurance agent and undertaker (Assekuradeur), developing tailored insurance solutions for partners along the entire value chain.
Differentiator
Problem solved
Functional benefit
Brands
- meineBootsversicherung: A brand in the assona portfolio offering boat insurance solutions.
Products and services
- Fahrrad (Bicycle Insurance) Insurance protection for bicycles and E-bikes against damage, theft, and other covered risks. Available for both private customers and retail partners (B2B).
- Elektronische Geräte (Electronic Devices Insurance) Insurance coverage for smartphones, tablets, laptops, and other electronic devices against damage, theft, and mechanical failure.
- Photovoltaik (Photovoltaic Insurance) Specialized insurance solutions for solar panel installations and photovoltaic systems offered to retail partners.
- meineBootsversicherung (Boat Insurance) Boat insurance brand within the assona portfolio, providing coverage for watercraft as part of the company's lifestyle insurance offerings.
- Unternehmen (B2B Insurance Solutions)
- Versicherer (Insurance Carrier Services)
Quantifiable outcome
- 230,000+ regulated damage cases per year
- +1 more outcomes
Companies that use assona
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
assona technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
assona partnerships and signals
Strategic signalScale indicators5 records
Recent moves7 records
Expansion highlights5 records
assona competitors and assessment
Company assessmentBroad incumbents
- Barmenia: Barmenia is a major German mutual insurer offering personal lines including household contents, mobility, and electronics coverage. It operates at incumbent scale with overlapping product categories, providing competitive context in DACH personal insurance.
- Allianz: Allianz is one of the world's largest insurance carriers and a dominant player in German consumer insurance including electronics, mobility, and household products. It provides broad incumbent competitive context across assona's product categories.
Direct peers
- Wertgarantie: Wertgarantie is a German insurance specialist offering protection plans for electronics, household appliances, and bicycles/e-bikes. It operates across both B2B dealer and B2C channels with the same niche product categories as assona.
- Hepster: Hepster is a German embedded insurance platform offering white-label B2B2C protection for bicycles, e-bikes, and electronics. It is the closest digital-native competitor to assona's core embedded insurance model.
- Simplesurance: Simplesurance is a Berlin-based embedded insurance platform that integrates protection products into retailer checkout flows across Europe. It shares assona's B2B2C embedded distribution model and electronics/product protection focus.
Regional players
- Bikmo: Bikmo is a UK and Ireland-based specialist bicycle and e-bike insurer serving cycling retailers and consumers. It offers a directly comparable product line to assona but operates in a different geography.
Emerging players
- Laka: Laka is a UK-based bicycle insurance provider using a collective/peer-to-pool model for cyclists. It overlaps with assona's bicycle insurance focus but uses a different structural model and operates primarily in the UK market.
- Getsafe: Getsafe is a German digital insurance platform offering multiple personal lines through embedded and direct distribution. It is comparable to assona as a DACH-focused insurtech but spans a broader product scope beyond assona's device and mobility niches.
- Clark: Clark is a German insurance technology company operating as a digital broker platform. It overlaps with assona in digital insurance intermediation and DACH customer focus but with a broader multi-line product set.
- Coya: Coya is a German insurtech providing digital insurance products with embedded distribution capabilities. It is an adjacent DACH insurtech peer to assona with comparable technology orientation but different product specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
assona social profiles
Digital presenceassona financial estimates
Financial estimateRevenue estimate
Valuation estimate
assona leadership team
Management profileNumber of profiles
Profiles16 records
assona funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
assona 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 assona
What does assona do?
assona is a German insurance service provider (Versicherungsdienstleister) that develops and distributes embedded insurance products for bicycles/E-bikes, electronic devices (smartphones, tablets, laptops), photovoltaic systems, and boats. It operates a B2B2C model distributing through 1,000+ retail partners at point-of-sale, while also serving direct B2C customers online and offering outsourced insurance services to insurance carriers and corporations.
Is assona a public or private company?
assona is a private company. It is classified as corporate owned and is currently operating.
When was assona founded?
assona was founded in 2003. It employs 11 to 50 people.
Where is assona based?
assona is headquartered in Berlin, Germany, in the Europe region.
How does assona make money?
One revenue line is on record: insurance Premiums.
Who are assona's main competitors?
Broad incumbents on record are Barmenia and Allianz. Direct peers are Wertgarantie, Hepster and Simplesurance. Bikmo is listed as a regional player. Emerging players are Laka, Getsafe, Clark and Coya.
Does assona have an API?
No public API is recorded for assona.