Magnolia

What Magnolia does

Magnolia.fr is a privately held French online insurance broker founded around 2005 (some sources reference 2002) and headquartered in Mont-Saint-Aignan near Rouen. Its core offering is a mortgage insurance comparator (assurance prêt immobilier) that aggregates 28+ contracts from leading insurers including AXA, Allianz, Generali, SwissLife, MetLife, BNP Paribas Cardif, April, and Harmonie Mutuelle. A proprietary matching algorithm evaluates borrower profile inputs (age, profession, smoker status, health risks, loan type, lending bank) to surface individual delegation contracts that meet or exceed bank-group requirements, with potential savings of up to €15,000 per borrower and up to 60% versus bank group contracts. The platform is 100% digital and the service is free for consumers; revenue is generated through commissions from partner insurers on subscribed contracts.

The company has expanded from mortgage insurance into adjacent insurance verticals: mutuelle santé (health insurance, including a senior variant), placement/épargne (savings and retirement products via partner Mon Petit Placement), assurance habitation, obsèques, animaux, and prêt immobilier referral. Sub-brands include SpeedOne, the first e-contract for borrower insurance without a health questionnaire launched following the Lemoine Law, and Simulassur, a B2B platform for insurance brokers acquired in 2018. Distribution is digital-first and direct-to-consumer, supplemented by television advertising across TMC, BFM TV, M6, CNEWS, Canal+, and iTELE, plus national press and organic SEO/content. The company acquired Fluo in 2020, received a funding round led by Qualium Investissement in 2019, and entered a strategic partnership with mortgage broker CAFPI in 2023. Leadership was professionalized in 2022 with the appointment of a new Director General, Operations Director, and CFO. Magnolia operates within France only and reports 200,000 insureds to date with approximately 17,000 new insureds per year.

Name

Magnolia

Legal name

Magnolia.fr

Website

https://magnolia.fr

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Magnolia.fr is a French online insurance broker specializing in mortgage insurance comparison for individual borrowers, aggregating 28+ insurer partners via a proprietary matching algorithm. It has expanded into health, savings, home, pet, and funeral insurance, earning commissions on free digital subscription.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

akta.pro secondary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Mortgage insurance
• Insurance brokerage
• Insurance comparison
• Online insurance broker
• Credit insurance

Headquarters

HQ city

Mont-saint-aignan

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Provider Commissions: Magnolia generates revenue by earning commissions from insurance partners when customers subscribe to contracts through their platform. The service is free for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Magnolia.fr operates an online insurance comparison and brokerage platform specializing in mortgage insurance (assurance prêt immobilier) for French borrowers. The platform aggregates contracts from 28+ leading insurance providers and uses a proprietary algorithm to match borrower profiles with optimal individual insurance offers, enabling customers to switch from costly bank group contracts to delegation contracts. Customers access comparison, expert consultation, and 100% digital subscription free of charge, while Magnolia earns commissions from partner insurers.

Product overview

Magnolia.fr is an online insurance broker operating as a multi-product aggregation platform. The core offering is the mortgage insurance (assurance prêt immobilier) comparison service, which aggregates 28+ insurance contracts from partner providers (including AXA, Swiss Life, Generali, April, Allianz, MetLife, and others) and offers personalized recommendations based on borrower profiles. The platform extends to health insurance (Mutuelle Santé, including a Senior variant), savings and retirement products (Plan Épargne Retraite, Assurance Vie), home insurance, funeral insurance, and pet insurance. The business model centers on commission-based sales through its comparison engine, positioning itself as the #1 online mortgage insurance broker in France. Key differentiators include 100% digital subscription, expert advisor access (50 experts), and guaranteed equivalence with bank requirements. The company expanded into health insurance following its success in mortgage insurance, leveraging its comparison technology across multiple insurance verticals.

Differentiator

Problem solved

Functional benefit

Brands

• SpeedOne: First e-contract for borrower insurance without health questionnaire launched following the Lemoine Law
• Simulassur

Products and services

• Assurance Prêt Immobilier (Mortgage Insurance Comparator) The flagship online comparison platform for mortgage insurance (assurance emprunteur), allowing users to compare 28+ insurance contracts from leading providers and switch annually to save up to 60% on their credit insurance. Designed for French property buyers and homeowners with mortgage loans.
• Mutuelle Santé (Health Insurance) Online health insurance comparison service including specialized offerings for seniors, providing access to comprehensive 100% santé coverage options for individuals and families in France.
• Mutuelle Santé Senior Specialized health insurance product designed for seniors, offering tailored coverage options and reimbursement optimization for elderly French consumers.
• Placement & Épargne (Savings & Investments) Savings and investment products including retirement savings plans (Plan Épargne Retraite), life insurance (Assurance Vie), and general investment solutions via partner Mon Petit Placement.
• Plan Épargne Retraite (Retirement Savings Plan) Retirement savings plan allowing individuals to build pension savings with tax advantages for French residents.
• Assurance Vie (Life Insurance) Life insurance product for wealth accumulation and estate planning purposes offered through Magnolia's comparison service.
• Assurance Habitation (Home Insurance) Home insurance product for property owners and tenants covering dwelling protection in France.
• Assurance Obsèques (Funeral Insurance) Pre-funded funeral insurance product that relieves family members from the financial burden of funeral arrangements.
• Assurance Animaux (Pet Insurance) Pet insurance coverage for veterinary expenses and animal healthcare costs offered to French pet owners.
• Prêt Immobilier (Real Estate Loan Referral) Real estate loan referral and comparison service, directing users to mortgage solutions in partnership with mortgage brokers such as CAFPI.
• SpeedOne First e-contract for borrower insurance in France without health questionnaire, launched following the Lemoine Law to enable fully digital and frictionless mortgage insurance subscription.

Quantifiable outcome

• Save up to 15,000 EUR on mortgage insurance through delegation
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

14 partnerships are on record, tiered core and minor.

• AllianzcoreOthersMajor insurance partner providing mortgage insurance products through Magnolia's comparison platform.
• AprilcoreOthersInsurance partner offering mortgage insurance products featured in Magnolia's comparator.
• AlptisminorOthersInsurance partner providing supplementary health and mortgage insurance products.
• AxacoreOthersMajor insurance partner providing mortgage insurance products through the Magnolia platform.
• BNP Paribas CardifcoreOthersBanking insurance subsidiary partner offering credit insurance products.
• GeneralicoreOthersLeading insurance partner providing mortgage insurance through Magnolia's comparison service.
• MetLifecoreOthersGlobal insurance partner offering mortgage and credit insurance products.
• Oradea VieminorOthersLife insurance partner providing products through Magnolia's platform.
• Harmonie Mutuelle (Spheria Vie)coreOthersMutual insurance partner offering health and mortgage insurance products.
• SuravenirminorOthersInsurance partner offering savings and insurance products.
• SwissLifecoreOthersMajor insurance partner providing mortgage and life insurance products.
• Afi EscaminorOthersInsurance partner offering specialized insurance products.
• UtwinminorOthersInsurance partner providing niche insurance products.
• CAFPIcoreStrategic or Co-development PartnerStrategic partnership between Magnolia and CAFPI, a major mortgage broker. The partnership was announced as strategic, combining Magnolia's insurance comparison expertise with CAFPI's mortgage brokerage services.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Assurland: Assurland is a long-standing French insurance comparison website covering auto, home, health, life and borrower insurance. It is comparable to Magnolia as a multi-line aggregator competing for the same French consumer demand.
• Lesfurets: Lesfurets is one of France's largest online insurance comparison platforms covering auto, home, health and borrower insurance. It competes directly with Magnolia in the French insurance-aggregator space and shares the same commission-based distribution model.
• Hyperassur: Hyperassur is a French insurance comparison platform aggregating multiple carriers across personal and borrower insurance lines. It competes head-to-head with Magnolia on mortgage insurance delegation and digital subscription.
• MeilleurTaux: MeilleurTaux is a French price-comparison platform for mortgages, insurance and consumer credit. Its mortgage-loan origination funnel overlaps with Magnolia's mortgage-insurance switching business, making it a direct comparator in the borrower journey.
• LeLynx: LeLynx is a French online insurance comparator focused on auto, home, health and borrower insurance. It directly competes with Magnolia in mortgage insurance comparison and serves the same French consumer switching use case.

Others

• CAFPI: CAFPI is one of France's largest mortgage brokerages and is a strategic partner of Magnolia. It is comparable as a distribution channel feeding borrower-insurance demand into Magnolia's comparator, and as a potential competitor in mortgage-related financial services.
• Vousfinancer: Vousfinancer is a French mortgage broker network with a complementary borrower-services offering. It is comparable to Magnolia as an adjacent player in the French mortgage origination ecosystem and a potential partner or competitor in insurance cross-sell.

Broad incumbents

• Selectra: Selectra is a broader French comparison platform spanning energy, telecom, banking and insurance. It overlaps with Magnolia on insurance comparison and customer-acquisition channels but is a multi-vertical incumbent rather than a specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• Xtwitter.com/magnolia_fr
• Facebookfacebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.magnolia.fr%2Fmedias
• LinkedInlinkedin.com/company/magnolia-web-assurances

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magnolia