What Cosmosdirekt does

CosmosDirekt is a German direct insurance company headquartered in Saarbrücken and wholly owned by Generali Deutschland, part of the Assicurazioni Generali S.p.A. group. Founded in 1950, the company operates exclusively as a Direktversicherer, selling insurance and financial products directly to consumers through its website, mobile app, and phone/email service channels without intermediaries or agents. With approximately 1.7 million customers and 1,001-5,000 employees, CosmosDirekt is positioned among Germany's leading direct insurers.

The product portfolio spans core insurance lines (term life, occupational disability, auto, motorcycle, e-scooter, private liability, household contents, residential building, accident, children's accident, pet owner liability, legal protection, travel health, trip cancellation, burial, and trailer insurance) and a growing Vorsorgen (provision) segment that includes FlexInvest fund-based savings plans, Tagesgeld Plus daily savings, private pension products, junior savings plans, and a planned 2027 launch of a Standarddepot securities depot. The underlying technology is a digital insurance platform with online quoting, policy purchase, the meinCosmosDirekt customer portal and app, a digital revocation button, and an online damage reporting workflow. Multi-product customers receive 5-10% bundling discounts on auto, liability, household, building, and accident coverage, supporting cross-sell and retention.

The business model is recurring premium revenue from a long-tail retail customer base, with no enterprise contracts or intermediary commissions. GTM is digital-first: self-serve online purchase, content marketing via the CosmosDirekt magazine and SEO-rich ratgeber content, email newsletters, a referral program ('Cosmic Connection') offering up to 150 EUR per recommendation, and the celebrity-driven 'Immer schön direkt' campaign across TikTok, web series, and streaming platforms (including a first-mover pause-ad placement on Joyn via Seven.One Media). The company emphasizes transparent pricing, with sample auto premiums starting at approximately 174 EUR/year for liability on a VW Polo and 5-10% multi-product bonuses, and reports sustained award recognition from Stiftung Warentest, Focus Money, WirtschaftsWoche, and other independent testing bodies.

Name

Cosmosdirekt

Legal name

CosmosDirekt

Website

https://cosmosdirekt.de

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

CosmosDirekt is a Saarbrücken-based German direct insurer and Generali Deutschland subsidiary serving approximately 1.7 million retail customers with auto, life, liability, property, accident, and investment products sold exclusively through digital channels without intermediaries.

Ownership category

akta.pro rank

Product category

Direct Personal Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)

akta.pro primary industry

Travel & Accident (Non-Life) Insurance (FSAJAMAN)

Keywords

• Direct insurance
• Life insurance products
• Motor vehicle insurance
• Private liability coverage
• Digital insurance platform

Headquarters

HQ city

Saarbrücken

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: CosmosDirekt generates revenue through insurance premiums from various insurance products including auto, liability, household, accident, life, occupational disability, travel, and vehicle insurance. As a direct insurer, they sell directly to consumers without intermediaries, passing cost savings to customers.
2. Financial Products: Revenue from financial products including Tagesgeld (savings accounts) and FlexInvest investment plans (fund-based retirement insurance)

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

CosmosDirekt is a German direct insurer that sells personal-lines insurance and savings/investment products directly to consumers via digital channels, without intermediaries. Its core offerings include term life, occupational disability, motor (car, motorcycle, e-car, e-scooter, trailer), private liability, accident, household contents, residential building, travel, legal protection, pet owner liability and burial insurance, as well as savings plans such as FlexInvest and Tagesgeld Plus.

Product overview

CosmosDirekt is a German direct insurance company and subsidiary of Generali Deutschland, operating as a multi-product insurance and financial services provider. The portfolio includes core insurance products (life, liability, property, accident, vehicle) organized under the Versichern section, and savings/investment products (FlexInvest, Tagesgeld, private pensions) under the Vorsorgen section. The company positions itself as a direct insurer offering digital-first services through its meinCosmosDirekt customer portal and mobile app, eliminating intermediaries to provide transparent pricing. With approximately 1.7 million customers, it is among Germany's leading direct insurers, emphasizing competitive pricing, awards from independent testing organizations, and streamlined online purchasing processes.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance (Risikolebensversicherung) Term life insurance that pays out a lump sum to named beneficiaries if the policyholder dies during the agreed term, for German consumers seeking straightforward, low-cost death-benefit cover without a savings component.
• Occupational Disability Insurance (Berufsunfähigkeitsversicherung) Insurance that provides a monthly pension if the policyholder becomes unable to work in their current profession due to disability, for German earners seeking income protection.
• Car Insurance (Autoversicherung) Motor insurance for private vehicles available in liability (Kfz-Haftpflicht), partial cover (Teilkasko) and comprehensive (Vollkasko) tiers, for German car owners.
• Private Liability Insurance (Privat-Haftpflichtversicherung) Personal liability cover that protects the policyholder against third-party claims for damages caused in everyday life, for German private individuals and families.
• Accident Insurance (Unfallversicherung) Insurance that pays a lump sum or ongoing benefit in case of injury, disability or death resulting from an accident, for German individuals and families.
• Household Contents Insurance (Hausratversicherung) Insurance covering household contents against risks such as fire, water damage, theft and natural hazards, for German tenants and homeowners.
• Residential Building Insurance (Wohngebäudeversicherung) Insurance for the building itself against fire, storm, water and other insured perils, for German homeowners and landlords of residential property.
• Motorcycle Insurance (Motorradversicherung) Motor insurance for motorcycles and scooters, available in liability and partial/comprehensive cover tiers, for German motorcycle owners.
• Burial Insurance (Sterbegeldversicherung) Insurance that pays a lump sum on the policyholder's death to cover funeral and related costs, for German individuals planning end-of-life expenses.
• Foreign Health Insurance (Auslandskrankenversicherung) Travel health insurance that covers medical treatment and hospital costs during temporary stays abroad, for German travellers and holidaymakers.
• Trip Cancellation Insurance (Reiserücktrittsversicherung) Insurance that reimburses non-refundable travel costs if the trip has to be cancelled or interrupted due to insured reasons, for German travellers.
• Legal Protection Insurance (Rechtsschutzversicherung) Insurance that covers the cost of legal disputes including lawyer, court and expert fees across personal legal matters, for German private individuals.
• Pet Owner Liability Insurance (Tierhalter-Haftpflichtversicherung) Liability insurance for damage caused by pets (e.g., dogs, horses), for German pet owners where such cover is required or recommended.
• Electric Car Insurance (E-Auto Versicherung) Motor insurance tailored for electric vehicles, with cover components relevant to EVs, for German owners of electric cars.
• Children's Accident Insurance (Kinderunfallversicherung)
• E-Scooter Insurance (E-Scooter Versicherung) Liability and, where applicable, comprehensive cover for e-scooters, for German owners of e-scooters used in road traffic.
• Trailer Insurance (Anhänger-versicherung)

Quantifiable outcome

• 12x 'Beliebtester Kfz-Versicherer' (Most Popular Car Insurer) winner
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Seven.One MediaminorGTM or Marketing Partner · 18 May 2026CosmosDirekt was the first advertiser to use Seven.One Media's new 'pause ad' format on the Joyn streaming service. The partnership involved running the 'Immer schön direkt' campaign from May 18 to June 5, 2026, in cooperation with media agency dentsu X. The format displays full-screen ads when viewers pause video-on-demand content, providing brand visibility during moments of high viewer attention.
• dentsu XminorGTM or Marketing Partner · 18 May 2026Media agency dentsu X cooperated with CosmosDirekt on the 'Immer schön direkt' campaign on Joyn streaming platform, managing media planning and placement for the pause ad format.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HUK-Coburg: Germany's largest mutual/cooperative insurer with a strong direct and digital channel presence. HUK-Coburg competes head-to-head with CosmosDirekt in auto, household, liability, and life insurance, and is widely cited as the leading price-disruptor in the German direct insurance market.
• DA Direkt: Direct insurance brand owned by Zurich Insurance Group in Germany. Like CosmosDirekt, DA Direkt sells exclusively through digital channels covering auto, household, liability, and accident insurance, and competes directly on price-driven customer acquisition in the German Direktversicherung segment.
• Allianz Direct: Direct-to-consumer digital insurance arm of Allianz SE in Germany. Offers motor, household, and liability insurance online with similar cost structure to CosmosDirekt, leveraging Allianz's brand and capital base to compete in the same Direktversicherung niche.
• ERGO Direkt: Direct insurance brand of ERGO Group (part of Munich Re). Sells life, health, accident, and property insurance through digital and phone channels in Germany, matching CosmosDirekt's sales model and product breadth across protection lines.
• Verti: Direct insurer brand owned by MAPFRE specializing in motor and household insurance in Germany. Competes with CosmosDirekt specifically in auto and household online insurance, with a similar digital-first distribution strategy and competitive pricing.

Broad incumbents

• Allianz: Global insurance leader and largest insurer in the German market. Operates across all P&C and life lines via agency, broker, and direct channels (including Allianz Direct). Competes with CosmosDirekt particularly through Allianz Direct and on multi-product household insurance, but serves a much broader and more diversified customer base.
• AXA Germany: Major German insurer offering motor, property, life, and health insurance primarily through agents and brokers. Overlaps with CosmosDirekt's product portfolio across auto and household insurance, but distributes through intermediated rather than direct channels.
• R+V Versicherung: Large German cooperative insurer affiliated with the Volksbanken/Raiffeisenbanken banking group. Competes across motor, household, life, and liability insurance with a hybrid agent/direct model, and is one of the largest insurers by premium volume in Germany.
• Generali Deutschland: CosmosDirekt's parent company and major German insurer operating broader P&C, life, and health lines. Provides capital and reinsurance support to CosmosDirekt and shares product development resources, while also competing for overlapping German insurance customers through other channels.

Others

• Check24: Germany's leading price-comparison platform for insurance, banking, and travel. While not an insurer, Check24 aggregates Kfz, household, and life insurance products including competing offerings, channeling price-sensitive shoppers away from direct insurer brands like CosmosDirekt toward whichever insurer offers the lowest premium in any given year.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@cosmosdirekt
• Xx.com/cosmosdirekt

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cosmosdirekt