What Pillow pojišťovna does

Pillow pojišťovna, a.s. is a digital-first Czech insurance company headquartered in Prague that sells vehicle, property, and personal accident/health insurance to Czech retail consumers through its website, mobile application, and phone sales channel. The company was founded in November 2019 and operates without physical branches, agents, or intermediaries, allowing customers to obtain a price quote and bind coverage online in roughly 5–8 minutes. As of November 2025 it serves more than 301,242 customers and has crossed 300,000 mandatory third-party liability contracts, a base it more than doubled from the 150,000 contracts reported in 2023.

The product portfolio is built on a modular architecture: customers select a base policy and then add or remove individual 'polštáře' (cushions) covering specific risks such as natural disasters, glass, animal collision, theft, vandalism, luggage, and assistance. Vehicle pricing is usage-based, with annual reconciliation that refunds unused premiums for low-mileage drivers (up to 35% savings for those driving under 5,000 km/year), and policy documents are condensed to roughly 10 pages versus the 50+ typical at traditional Czech insurers. The technology stack includes a mobile application (rated 4.7 on iOS and 4.5 on Google Play) supporting photo-based vehicle inspection, odometer reading submission, claims reporting, digital green card storage, and a centralized 'Klientská peněženka' (Client Wallet) for payment management, alongside a web portal at portal.pillow.cz.

Pillow is a joint-stock company whose sole shareholder is Simply Fair Insurance a.s., itself majority-owned by RSJ, one of the largest Czech financial groups, which became the primary institutional investor in June 2020, replacing earlier backers Pale Fire Capital. Revenue is generated through recurring insurance premiums (annual, semi-annual, quarterly, or monthly) on a subscription basis across vehicle, property, and accident/health lines, with dynamic risk-based pricing and no disclosed fixed rates. Distribution remains purely domestic to the Czech Republic, supplemented by a small-fleet (5–25 vehicles) channel launched in February 2026 and a referral partnership with the proPoradce.cz financial advisor portal. The company has won multiple industry awards, including two Finparáda 2026 categories for vehicle insurance and a triple win in the Czech insurance innovation competition.

Name

Pillow pojišťovna

Legal name

Pillow pojišťovna, a. s.

Website

https://pillow.cz

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Pillow pojišťovna is a Czech digital-first insurer selling modular vehicle, property, and personal accident/health policies online to Czech retail consumers, with usage-based mileage pricing and no physical branches, backed by RSJ financial group.

Ownership category

akta.pro rank

Product category

Personal Lines Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Health and Medical Insurance Carriers (524114)

SIC

Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321)

akta.pro primary industry

Pay-Per-Mile Personal Auto Insurance (FSAJAAAC)

akta.pro secondary industry

Accident Medical Expense Insurance (Supplemental Accident) (FSAIALAE)

Keywords

• Digital auto insurance
• Property insurance
• Accident insurance
• Usage-based insurance
• Modular insurance coverage

Headquarters

HQ city

Prague

HQ country

Czechia

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. Vehicle Insurance Premiums: Recurring insurance premiums for vehicle coverage including mandatory liability and comprehensive (havarijní) insurance. Pricing is usage-based, factoring in annual kilometers driven. Customers pay annually, semi-annually, quarterly, or monthly.
2. Property Insurance Premiums: Recurring premiums for residential property (apartment, house) and household insurance, as well as liability coverage for property owners and renters.
3. Personal Accident and Health Insurance Premiums: Recurring premiums for personal accident coverage, critical illness, and health-related insurance products.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Pillow pojišťovna is a Czech digital-first insurance company that sells vehicle insurance, property insurance, and personal accident and illness insurance to individual consumers through a fully online, self-service model. Customers obtain quotes via an online calculator, complete purchases in 5–8 minutes, and manage their policies through a mobile app and web portal without visiting any physical branch. Coverage is offered in modular "polštáře" (pillow) add-ons, with usage-based mileage pricing on auto insurance and profit-sharing surplus refunds to clients.

Product overview

Pillow pojišťovna is a digital insurance company offering a comprehensive modular insurance platform with three core product lines: Pojištění vozidel (Vehicle Insurance), Pojištění majetku (Property Insurance), and Pojištění úrazu a nemoci (Accident and Health Insurance). The company uses a unique 'polštáře' (pillow/cushion) system where customers can customize their coverage by selecting individual modular add-ons. All insurance products are managed through a unified digital ecosystem consisting of the Pillow Mobile Application (iOS/Android), Web Portal, and Online Calculator. The company is backed by RSJ financial group and is known for its kilometer-based pricing model, transparent short policy documents (7-12 pages), and full digital service without physical branches.

Differentiator

Problem solved

Functional benefit

Products and services

• Pojištění vozidel (Vehicle Insurance) Digital vehicle insurance combining mandatory third-party liability (povinné ručení) and optional comprehensive (havarijní) coverage in a single policy. Customers can select modular 'polštáře' (pillow) add-ons such as natural disaster, glass, animal collision, traffic accident, theft, vandalism, driver accident, luggage, and vehicle assistance coverage. Pricing is usage-based on annual kilometers driven with annual reconciliation and refund of unused kilometers.
• Pojištění majetku (Property Insurance) Digital property insurance for apartments, houses, and households covering buildings, home contents, and personal/property liability. Customers select modular polštáře add-ons including basic and plumbing damage, flood, theft and vandalism, electrical damage, glass and sanitary, machine insurance, property assistance, garden items, items outside home, and lost rental income. Includes automatic inflation adjustment on sums insured and guaranteed no underinsurance penalty with recommended sums insured.
• Pojištění úrazu a nemoci (Accident and Health Insurance)
• Malá flotila (Small Fleet Insurance) Insurance product for small vehicle fleets of 5 to 25 vehicles, providing quick online quotes in minutes with no waiting time, distributed via the proPoradce.cz financial advisor portal.

Quantifiable outcome

• Up to 35% lower insurance cost for drivers with lowest annual mileage (up to 5,000 km/year) compared to average-mileage drivers
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• Kaspen/Jung von MattminorGTM or Marketing PartnerAdvertising agency responsible for Pillow's brand campaign. Created the 'pillow as hero' advertising concept with television spots on Prima group and online placements.
• BypassminorOthersProduction company responsible for Pillow's advertising campaign production.
• MagnasminorGTM or Marketing PartnerMedia planning agency responsible for Pillow's advertising media planning.
• proPoradce.czminorChannel Partner/ Reseller/ DistributorFinancial advisor portal that offers Pillow insurance products and provides a cancellation letter service for switching insurance providers.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Root Insurance: US insurtech that pioneered telematics/mileage-based personal auto underwriting. The most directly comparable peer for Pillow's pay-per-kilometer pricing logic and usage-based premium reconciliation.
• Lemonade: US-listed digital-native insurance carrier using mobile-first UX, AI-driven claims, and Giveback/surplus-sharing mechanisms. Closest global benchmark for Pillow's digital-only model, profit-sharing ethos, and modular coverage approach.
• Getsafe: Germany-based digital insurance provider offering property, liability, and personal accident cover via a mobile app with simplified policy documents — a near-mirror of Pillow's product mix and plain-language philosophy in a different European market.
• Luko: France-origin digital home and energy insurance carrier (now part of BNP Paribas) that disrupted European incumbents with app-first UX and surplus refunds — directly analogous to Pillow's value proposition and category creation.
• Direct pojišťovna: Slovak-headquartered, CEE-focused digital-first insurance company selling motor, property, and travel insurance online with no branches. It is the closest regional analogue to Pillow's digital-direct, calculator-led model in the same geography.

Broad incumbents

• Kooperativa pojišťovna: Largest Czech insurer by GWP (part of Vienna Insurance Group), offering the full P&C, life, and health product suite via traditional agent-led distribution. Pillow's principal incumbent competitor in vehicle and property insurance in Czech Republic.
• Slavia pojišťovna: Mid-sized Czech insurer with broad P&C and life offerings and a growing digital focus. A relevant scale competitor in the same product categories Pillow addresses, especially in motor insurance.
• Generali Česká pojišťovna: Top-3 Czech insurer (Generali Group subsidiary) with dominant auto and property market share. Represents the legacy scale competitor Pillow is directly disrupting through its mileage-based and digital-first proposition.
• Allianz pojišťovna: Czech arm of Allianz Group offering motor, property, life, and health insurance through multi-channel distribution. Comparable incumbent that Pillow must win customers from in the same Czech retail insurance market.

Emerging players

• wefox: Berlin-based insurance platform combining a digital broker with carrier capabilities in European P&C. Comparable to Pillow's branchless digital distribution and product modularity, though wefox is more of a platform than a direct carrier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pillowpojistovna
• LinkedInlinkedin.com/company/mypillow
• Instagraminstagram.com/pillowpojistovna

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Pillow pojišťovna