assona

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.

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

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad 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

• LinkedInlinkedin.com/company/assona-gmbh
• Instagraminstagram.com/assona_company
• Xx.com/assona_GmbH
• Facebookfacebook.com/assonaGmbH

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 assona