What vfm-Gruppe does

vfm-Gruppe is a privately held German insurance broker network (Maklerverbund) headquartered in Pegnitz, Bavaria, founded in 1995. The group supports independent insurance brokers — particularly those transitioning from exclusive (captive) agency arrangements — by providing a comprehensive service stack including proprietary broker management software, legal support, portfolio transfer consulting, IT services, and access to insurer pooling benefits. The group operates through five wholly-owned GmbH entities (vfm Konzept GmbH, vfm Versicherungs- & Finanzmanagement GmbH, vfm Versicherung + Finanz Makler GmbH, ADMINOVA GmbH, and vfm Service GmbH) holding broker and financial intermediation licenses under §34c, §34d, §34f, and §34i of the German Trade Regulation Act (GewO).

The company's core technology is Keasy, a proprietary broker management software (Maklerverwaltungsprogramm) available as a Windows desktop application (Keasy Win) and as cloud-based SaaS components (Keasy Online-Komponenten) with 99.5% annual availability, supporting customer management, policy administration, email marketing (via CleverReach integration), and online tariff comparison. In 2026 the group introduced AOplus as a new platform initiative contributing to growth, and integrated an AI-powered WhatsApp solution through a partnership with InsurMagic. The 8-step captive-agent transition program, an in-house Umstiegs-Analyse quick-check tool, two in-house syndicate lawyers, and 77+ support services constitute the operational backbone of the network offering.

vfm's business model combines (1) recurring software licensing and SaaS subscription revenue from Keasy (perpetual license plus mandatory Pflege maintenance contract, or monthly/annual SaaS rental), (2) recurring broker network membership fees, (3) transaction-based insurance commissions from policies placed through the broker channel, and (4) ancillary services including portfolio transfer consulting, digital marketing, and event-driven lead generation. The go-to-market is channel-led, combining direct broker recruitment, authorized Keasy software resellers (Vertriebspartner), and the annual KHB conference in Würzburg (1,500 visitors and ~100 exhibitors in 2026). The group reported revenue of €89.6 million in FY2026, up 42% year-over-year, and holds multiple industry recognitions including MaklerChampion 2026 PLATIN, Assekurata 2025, Crefozert 2025, BiPRO Top Anwender, and Top-Innovator 2023.

Name

vfm-Gruppe

Legal name

vfm Konzept GmbH

Website

https://vfm.de

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

vfm-Gruppe is a German insurance broker network founded in 1995, headquartered in Pegnitz, providing 77+ support services and proprietary Keasy broker management software to independent insurance brokers transitioning from exclusive agency arrangements. The group reported €89.6M revenue in 2026 (42% growth).

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH)

Keywords

• Insurance broker network
• Broker management software
• Independent broker support
• Portfolio transition consulting
• Insurance intermediary services

Headquarters

HQ city

Pegnitz

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Software Licensing and Subscription (Keasy): Keasy broker management software is sold as both a one-time perpetual license and a monthly/annual SaaS rental. Rental includes software updates, bug fixes, and new versions during the contract term. A mandatory software maintenance contract (Pflege) is required with each purchase. Additional modules, additional workplace licenses, and support services are charged separately.
2. Broker Network Membership Fees: Insurance brokers join the vfm network (Maklerverbund) and receive support services, software, marketing tools, and access to pooling benefits in exchange for network participation, generating recurring membership-type revenue.
3. Insurance Product Commissions: As a licensed insurance broker network (Versicherungsmakler) registered with German trade authorities (§34d GewO), vfm earns commissions on insurance products placed through its broker network, representing a transaction-based revenue stream from insurers.
4. E-Mail Marketing Services: vfm provides CleverReach-based newsletter and email marketing services to member brokers at no direct cost (included in network membership), generating value through broker retention and network cohesion rather than direct revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

vfm-Gruppe operates an independent insurance broker network (Maklerverbund) providing German insurance brokers with Keasy broker management software (perpetual license and SaaS), 77+ support services, legal and IT consulting for transitioning from exclusive agency to independent brokerage, portfolio transfer concepts, marketing tools, and pooling benefits. The group is licensed under §34d GewO and earns commissions on placed insurance products alongside software and membership revenue.

Product overview

vfm-Gruppe operates as an independent insurance broker network offering a platform-plus-services model. The core offering consists of Keasy, a comprehensive broker management software available as desktop application (Keasy Win) and cloud-based SaaS components (Keasy Online-Komponenten), combined with the vfm-Maklerverbund network providing 77-fold support to independent brokers. Additional products include AOplus for growth enablement, integrated E-Mail-Marketing via CleverReach, Bestandsumdeckungskonzepte (BUK) for portfolio restructuring, and Onlineberatung for digital customer consultations. The ecosystem integrates an AI-powered WhatsApp solution through InsurMagic partnership and provides access to insurance products, sales concepts, pool services, IT support, and marketing resources for brokers transitioning from exclusivity to independence.

Differentiator

Problem solved

Functional benefit

Brands

• Keasy: Broker management software developed by vfm Konzept GmbH for insurance brokers.
• AOplus

Products and services

• Keasy Win Desktop broker management software (Maklerverwaltungsprogramm) for Windows providing comprehensive policy administration, customer management, and business process support for independent insurance brokers. Sold as perpetual license with mandatory software maintenance contract.
• Keasy Online-Komponenten Cloud-based SaaS components integrated with Keasy Win, providing web-based access to software functionality on a 12-month subscription with 99.5% uptime SLA, SEPA direct debit billing, and external backup servers.
• vfm-Maklerverbund (Broker Network) Independent insurance broker network (Verbund) providing member brokers with 77+ support services including sales concepts, pool services, portfolio restructuring concepts, IT support, online consulting, and marketing services in exchange for membership participation.
• AOplus Platform component providing new business momentum for the broker network, contributing to the 42% revenue growth in 2026 by offering new impulses alongside the network's independence and reliability benefits.
• Bestandsumdeckungskonzepte (BUK) Portfolio restructuring concepts service that helps brokers efficiently migrate existing insurance policies from exclusivity (Ausschließlichkeit) agency arrangements to independent broker portfolios with liability protection, supported by in-house syndicate lawyers.
• Onlineberatung (Online Consulting) Online consulting services enabling digital customer consultations for member insurance brokers to conduct client meetings and sales remotely.
• E-Mail-Marketing (CleverReach) Newsletter and email marketing service integrated with Keasy, providing pre-built templates, recipient list management, drag-and-drop content builder, and campaign analytics for member broker customer engagement. Provided free of charge to vfm network members.

Quantifiable outcome

• 42% revenue growth to EUR 89.6 million in 2026
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PC-Gruppe (IT-Support Partner)coreImplementation/ SI/ Consulting Partner · 26 May 2026PC-Gruppe provides IT support services to vfm member brokers. The managing directors of PC-Gruppe report on how vfm supports brokers with IT solutions in their daily operations. This is a strategic partnership ensuring reliable IT support infrastructure for the broker network.
• InsurMagiccoreTechnology or Integration · 24 April 2026InsurMagic partnered with vfm-Gruppe to integrate an AI-powered WhatsApp solution into Keasy. This enables brokers using Keasy to leverage AI-supported WhatsApp communication for customer engagement. This is a product integration partnership bringing AI capabilities directly into the Keasy broker management platform.
• CleverReachcoreTechnology or IntegrationCleverReach is the newsletter email marketing platform used by vfm for its own marketing and provided to member brokers. The platform offers visually appealing design (desktop and mobile), individually selected recipient lists from Keasy, custom branding import, drag-and-drop builder for adding individual content, and comprehensive analytics. vfm provides free CleverReach accounts to member brokers.
• Keasy Authorized Vertriebspartner (Resellers)minorChannel Partner/ Reseller/ Distributorvfm Konzept GmbH distributes Keasy software through authorized resellers (Vertriebspartner). Resellers purchase from vfm and resell/distribute to end-user brokers under their own terms. Resellers cannot independently provide software maintenance or support services — those must come from vfm directly.
• Facebook, Instagram, LinkedIn, Xing, YouTube, Kununu (Social Media)minorGTM or Marketing Partnervfm maintains publicly accessible social media profiles on Facebook, Instagram, LinkedIn, Xing, YouTube, and Kununu. These are joint controller arrangements with the respective platform operators. Profiles serve marketing, employer branding, and community engagement purposes.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BCA AG: BCA is one of Germany's largest independent broker pools (Maklerpool), aggregating independent insurance brokers under a Verbund model with pooling commissions, software, and support services — directly comparable to vfm-Gruppe's core business model.
• Fonds Finanz Maklerservice GmbH: Fonds Finanz is a leading German insurance and financial broker pool offering software, marketing, and pooling benefits to independent brokers — directly competitive with vfm's Maklerverbund proposition.
• Jung, DMS & Cie. AG: Jung, DMS & Cie. operates a major German broker pool with pooled product access, software tools, and back-office services for independent financial advisors and insurance brokers — directly comparable in business model and target customer.
• Blau Direkt GmbH: Blau Direkt is a German insurance broker pool focused on digital broker enablement, offering pooling, software, and product access to independent insurance brokers — competing directly with vfm in the German Verbund space.
• Qualitypool GmbH: Qualitypool is a German Maklerpool providing independent brokers with software, product access, and pooling benefits, closely overlapping with vfm-Gruppe's offering to independent insurance brokers.
• Netfonds AG: Netfonds is a German financial services platform serving independent brokers and financial advisors with software, product platforms, and pooling services — comparable to vfm's integrated broker support and software model.
• Assfinet GmbH: Assfinet provides Maklerverwaltungsprogramm (broker management software) and related services to German insurance brokers — competing directly with vfm's Keasy product line in the broker software category.
• Softfolio GmbH: Softfolio is a German provider of Maklerverwaltungsprogramm software for insurance and financial brokers — a direct competitor to Keasy in the broker management software category.
• VEMA Versicherungsmakler Genossenschaft eG: VEMA is a German cooperative Maklerpool and broker service provider offering pooling, software, and back-office support to independent insurance brokers — directly comparable to vfm-Gruppe's Verbund model.

Emerging players

• InsurMagic: InsurMagic is an AI-powered customer engagement technology provider that recently integrated with Keasy via vfm partnership. While not a competing broker pool, it represents the emerging AI-native tooling layer that vfm and its broker peers are increasingly adopting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/vfm_gruppe
• Facebookfacebook.com/vfmGruppe
• LinkedInlinkedin.com/company/vfm-gruppe

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries4 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 vfm-Gruppe