blau direkt

What blau direkt does

blau direkt GmbH, founded in 1999 and headquartered in Lübeck, Germany, is a B2B technology company and broker pool operator serving independent insurance and financial intermediaries in Germany. The company provides an integrated cloud-based "all-in-one system world" (Systemwelt) built around its flagship AMEISE broker management program (MVP), with adjacent modules including OCTI for direct agreement management, AMEISE COPILOT for AI assistance, deeplico for document processing, the simplr customer-facing app, Vertragspilot for contract management, Investifant for investment portfolios, and a Marketplace of 30+ third-party integrations. The platform is ISO 27001:2022 certified, leverages BiPRO industry standards (BiPRO-Norm 440 for portal integration, BiPRO data standards for direct agreements) for interoperability with 80+ insurers, and serves more than 10,000 independent brokers with access to 240+ product partners.

Revenue is generated through tiered SaaS subscriptions (Starter, X-Partner, and Enterprise tiers priced on broker annual revenue thresholds), broker pool commissions (courtage) on insurance and investment policies intermediated through the pool, marketplace and integration fees, professional services, and a succession-planning program (Ruhestandsplanung) executed through the Tjara network of regional competence centers that takes majority stakes in broker businesses approaching retirement. The GTM motion combines consultative direct enterprise sales, event-driven broker recruitment (annual Network Convention, regional seminars), and an Academy e-learning platform that serves both as a training tool and acquisition funnel.

The company employs over 250 people across 5 European locations, is privately held and management-owned (six Geschäftsführer led by CEO Ait Voncke), and is executing an active expansion strategy that combines organic product development with a regional broker roll-up. The June 2026 appointment of a Chief Product & Technology Officer and the production deployment of AI agents reflect a stated strategic pivot toward an "Agentic-Operating-Platform" model, in which autonomous AI workflows orchestrate processes between brokers, the pool, and insurers.

Name

blau direkt

Legal name

blau direkt GmbH

Website

https://blaudirekt.de

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

blau direkt is a German B2B technology and broker pool operator, providing an integrated cloud-based system world (AMEISE MVP plus AI, OCTI, customer app, and 30+ marketplace integrations) to over 10,000 independent insurance and financial brokers with access to 240+ product partners.

Ownership category

akta.pro rank

Product category

Insurance Broker Pool Software

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

B2B Channel Partners & Referral Agencies (Cross-Industry Referral) (FSAEAMAN)

Keywords

• Insurance broker pool
• Broker management software
• Insurance intermediary platform
• Direct agreement management
• Broker succession planning

Headquarters

HQ city

Lübeck

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Licensing (Subscription): Core revenue from tiered cloud-based software licensing. blau direkt offers three license tiers (Starter, X-Partner, Enterprise) with features tailored to broker size and revenue. The Starter tier targets brokers with up to ~100,000 EUR annual revenue, X-Partner targets mid-market brokers with ~100,000-200,000 EUR annual revenue, and Enterprise targets larger broker enterprises with ~200,000+ EUR annual revenue and 5+ employees. Pricing is based on subscription tiers with annual billing implied by annual revenue thresholds used as tier criteria.
2. Broker Pool Services & Commission: blau direkt operates as a technology broker pool, providing brokers access to over 240 product partners (insurance and investment companies). Revenue is generated through commission (Courtage) on insurance and financial product policies intermediated through the pool. The company also earns service fees for brokerage support, direct agreements management, and portfolio administration.
3. Marketplace & Integration Fees: Revenue from over 30 third-party integrations available in the Marketplace. Partners include tools for analytics, CRM, document management, and specialist insurance services, which extend the AMEISE platform capabilities.
4. Professional Services: Services including personal support via video call, online training, expert communities, administrative support for succession planning clients, and HR/accounting/IT support for broker businesses integrated via the Ruhestandsplanung (succession planning) program.
5. Ruhestandsplanung (Succession Planning): blau direkt's succession planning program integrates broker businesses into its network through long-term partnership models. This includes M&A-style acquisition of majority stakes (e.g., M&W Finanzoptimierung GmbH), operational support, and administrative outsourcing. Revenue arises from the scaled pool operations of acquired/partnered broker businesses.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels15 records

Core offering

blau direkt operates a cloud-based broker pool and software platform for independent insurance and financial intermediaries in Germany. The core offering is the AMEISE broker management program (MVP) supported by AI agents, a customer app (simplr), a marketplace of 30+ integrations, and tiered SaaS licensing, complemented by a succession planning (Ruhestandsplanung) network for broker businesses.

Product overview

blau direkt offers an all-in-one cloud-based system world (Plattform) for independent insurance and financial advisors, combining a core broker management program (AMEISE MVP) with integrated AI capabilities (AMEISE COPILOT and AI agents), customer-facing apps (simplr), and a marketplace of 30+ integrations including CRM, analytics, document processing, investment management, and communication tools. The platform is structured around a broker pool model with three licensing tiers (Starter, X-Partner, Enterprise) and supports direct agreements with insurers via OCTI. Services extend to retirement/succession planning through a network of 10 regional Tjara competency centers. The platform is evolving toward an Agentic-Operating-Platform where AI agents autonomously orchestrate processes between brokers, pools, and insurers.

Differentiator

Problem solved

Functional benefit

Brands

• AMEISE: Cloud-based broker management program (MVP) for digital broker companies
• simplr
• AMEISE COPILOT
• OCTI
• Academy
• Marketplace
• simplr
• Panda
• Investifant
• deeplico
• Qonekto
• Vertragspilot
• Analytics
• Community
• QuickJump
• Tjara

Products and services

• AMEISE (MVP) Cloud-based broker management program (Maklerverwaltungsprogramm, MVP) providing centralized management of contract and customer data for independent insurance brokers, financial advisors, multi-agents, and banks. Includes comparison calculators across 36+ insurance lines, Best-Courtage-Versprechen, contract management, commission billing, and data import/bulk transfer.
• AMEISE COPILOT AI-powered assistant system consolidating multiple AI agents for broker daily operations within the AMEISE platform. Handles email processing (approximately 20,000 emails per month), document analysis, insurance response handling, application follow-ups, and portfolio transfers.
• simplr Customer App Customer-facing mobile app providing digital access for end customers of broker partners to view insurance policies, investment data from Investifant, and documents managed through the blau direkt system.
• OCTI Direct Agreement Management Software component enabling brokers to manage direct agreements (Direktvereinbarungen) with insurers within the AMEISE system. Connects to over 80 insurers via BiPRO data standards (including Allianz, AXA, Gothaer, Hannoversche, R&V) and supports automated data maintenance, upload functions, and document imports.
• blau direkt Marketplace Platform ecosystem with over 30 third-party integrations and services extending the AMEISE system world, including tools for analytics, CRM, document management, insurance comparison, and investment management.
• Maklerpool (Broker Pool) Core service providing access to over 240 product partners (insurers and investment companies), a software platform, and comprehensive service and support. Enables independent brokers to manage their business with pool advantages while retaining their independence.
• Direktvereinbarungen (Direct Agreements) Service enabling brokers to manage direct agreements with insurers within the blau direkt pool structure, combining the security of direct connections with pool benefits such as uncomplicated access to products and additional insurers.
• Ruhestandsplanung (Retirement/Sequence Planning) Succession planning service for brokers including broker pension solutions, portfolio sales, and business sales. Part of a network of 10 regional competency centers (Tjara GmbH network) for sustainable business succession.
• Service & Support Comprehensive service and support offerings including personal support via video call, online training, and expert community for broker partners. Helps brokers focus on customer consultation and business growth.
• Bancassurance Solutions for banks and savings banks (Sparkassen) combining modern Bancassurance, digital processes, a broad product spectrum, and collaborative partnerships for insurance distribution.
• Kooperations- und Ventilgeschäft (Cooperation & Valve Business) Solutions for insurance companies (Versicherungsgesellschaften) and exclusive sales forces (Ausschließlichkeitsvertriebe) to expand their product portfolio and access selected cooperation partners through the blau direkt broker network.
• QuickJump BiPRO-Norm 440 powered feature enabling direct navigation from AMEISE into insurer portals without additional login. Provides access to policy documents, surrender values, fund developments, premium data, and claims information. Built in partnership with zeitsprung GmbH.

Quantifiable outcome

• 8.6% average annual growth rate for brokers using blau direkt pool (2017-2023), double the 4.2% industry average
• +4 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability6 records

Feature15 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• AXA (AXA Konzern AG)coreChannel Partner/ Reseller/ Distributor · 1 June 2026AXA offers insurance products through blau direkt's broker network. In June 2026, AXA launched four new dental insurance products (Zahn Premium, Zahn Komfort, Zahn Klassik, Zahn easy) marketed through the blau direkt platform. Products are available for quick online calculation and completion via link generator.
• Oberösterreichische Versicherung AGminorChannel Partner/ Reseller/ Distributor · 1 June 2026Oberösterreichische offers specialized leisure and second-home insurance products (mobile homes, tiny houses, fixed caravans) through blau direkt's broker network. Their modular 4-pillar concept (object insurance, content insurance, glass insurance, property liability) is marketed as an emotional door-opener for brokers.
• zeitsprung GmbHcoreTechnology or Integration · 23 April 2026zeitsprung GmbH is a partner in the development and expansion of QuickJump. The company works with blau direkt to continuously expand the number of insurers connected via QuickJump's BiPRO-Norm 440 integration. At launch, 9 insurers were connected, with more in active planning.
• Capitex GmbHminorChannel Partner/ Reseller/ Distributor · 6 March 2025Capitex, a broker business in Baden-Württemberg, was acquired and integrated into the blau direkt group, expanding the company's presence in the Baden-Württemberg region through the succession planning model.
• Green Planet EnergyminorOthers · 30 July 2019Green Planet Energy supplies blau direkt with 100% green electricity (Ökostrom) meeting strict criteria of the environmental organization Greenpeace e.V. This partnership began on 30 July 2019 and supports the company's sustainability strategy, contributing to CO2 emission reduction, avoidance of nuclear waste, and the energy transition.
• Hetzner Online GmbHcoreTechnology or IntegrationHetzner is the primary cloud infrastructure provider for blau direkt's hosting needs. The company was selected because Hetzner already operates on 100% renewable energy, supporting blau direkt's sustainability commitments. A significant portion of blau direkt's cloud infrastructure is hosted with Hetzner.
• HubSpotcoreTechnology or IntegrationHubSpot provides integrated marketing automation for blau direkt's website. The platform covers email marketing, social media publishing and reporting, landing pages, contact forms, reporting, and CRM. Web tracking via HubSpot cookies captures visitor data (IP, geographic location, browser type, visit duration, pages visited) with user consent.
• Over 240 Insurance and Investment Product Partners (insurers)coreChannel Partner/ Reseller/ Distributorblau direkt's broker pool provides access to 240+ product partners — insurance companies and investment firms — enabling broker customers to offer products from across the market. Partners include major German insurers such as Allianz, AXA, Gothaer, Hannoversche, R&V, Alte Leipziger, HDI, Nürnberger, Volkswohl Bund, WWK, and many more. Via OCTI, 80+ insurers offer BiPRO data connections for direct agreement management.
• supersonic Digitalagentur GmbH & Co. KGminorImplementation/ SI/ Consulting Partnersupersonic Digitalagentur is credited as the agency responsible for concept, design, and development of blau direkt's website (impressum credit).
• LV 1871 (Lebensversicherung von 1871)coreChannel Partner/ Reseller/ DistributorLV 1871 is featured on blau direkt's podcast 'Rückenwind' discussing BU (occupational disability) insurance, conditions updates, and flexible insurance concepts. LV 1871 products are distributed through blau direkt's broker network.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Funk Gruppe: Funk is one of the largest independent insurance brokers in Germany, offering risk management, broking, and consulting across commercial lines. As a broad incumbent broker it competes for large commercial clients and partnership relationships with insurers, overlapping with blau direkt's Bancassurance and Kooperations- und Ventilgeschäft offerings.
• CHECK24 Versicherungen: CHECK24 is Germany's leading price-comparison marketplace with a large insurance vertical that distributes insurance and financial products directly to consumers. It is a broad incumbent on the demand-side, competing for the end-customer relationship that brokers using blau direkt's tools also serve.
• Marsh GmbH (Marsh & McLennan): Marsh is a global insurance broker and risk advisor with a substantial German presence serving large commercial and corporate clients. It is a broader incumbent that competes for the upper end of the German insurance intermediation market and partner relationships with insurers.
• Aon Germany (Aon Versicherungsmakler Deutschland): Aon is a global insurance and reinsurance broker operating in Germany across commercial lines, risk, and human capital. It overlaps with blau direkt at the insurer-distribution and Bancassurance partnership layer and is a broad incumbent against which platform models compete.

Emerging players

• Verivox: Verivox is a German comparison portal for insurance, energy, and financial products, distributing insurance products online. It overlaps with blau direkt at the insurance distribution/comparison layer in Germany and is an emerging digital competitor.
• Clark Germany: Clark is a digital insurance broker (Insurtech) operating in Germany that offers a customer-facing app and broker services. It competes with blau direkt's customer-app and digital advisory value proposition for the end-customer and emerging broker segments.
• Getsafe: Getsafe is a German Insurtech providing digital insurance distribution and embedded insurance products. As a tech-native challenger it intersects with blau direkt's digital intermediation thesis and is a partial competitor for digital broker services.

Others

• Appway: Appway (now part of FNZ Group) is a financial-services client lifecycle and onboarding platform. blau direkt's newly appointed CPTO previously founded and led Appway, making it a thematically relevant technology peer in client-facing financial-services software.

Direct peers

• Netfonds: Netfonds is a German financial services platform/broker pool offering software, product access, and services to independent financial advisors and insurance brokers. It is the closest direct competitor to blau direkt's combined broker pool + SaaS model in the German market.
• VEMA Versicherungs-Makler-Genossenschaft eG: VEMA is a German cooperative network of insurance brokers (Versicherungsmakler) providing product access, software, and services. As a long-standing broker pool/cooperative, it directly competes with blau direkt's pool offering for German independent brokers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@blaudirekt
• Facebookfacebook.com/blaudirekt
• LinkedInlinkedin.com/company/blaudirekt
• Instagraminstagram.com/blaudirekt
• Xx.com/blaudirekt

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries5 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 blau direkt