Afm
afm assekuranz-finanz-makler GmbH is a Hamburg-based independent German insurance and financial broker (founded 1993) that delivers 360-degree advisory services to over 70,000 private customers, businesses, and employee-benefit clients, operating as part of the MRH Trowe top-10 German broker group.
- Company typePrivate
- Founded1993
- HeadquartersHamburg, Germany
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Afm does
Afm (legal entity: afm assekuranz-finanz-makler GmbH) is a Hamburg-based independent insurance and financial broker founded in 1993, operating as part of the MRH Trowe group — ranked among the top 10 German broker and consulting houses. The firm serves approximately 70,000 customers across three primary segments: private customers (retirement planning, risk protection, health, property, liability, vehicle, leisure, fine art, asset management, real estate financing), business customers (risk and insurance management, industry-specific concepts, specialty lines such as D&O, cyber risk, fleet, and real estate, plus credit and finance solutions like credit insurance, factoring, surety, and leasing), and employee-benefit clients (corporate health management, company-funded health insurance, company pension management). Its core differentiator is a 360-degree cross-topic advisory model in which a single advisor delivers holistic, interconnected recommendations across all financial and insurance needs rather than transactional product sales.
The business model is commission-based: as a licensed Versicherungsmakler the firm receives Courtage (broker fees) from insurers as part of placed premiums, with separate fee agreements for net products and ancillary services such as the JURA DIREKT legal-document offering (259 EUR one-time and 44 EUR annual). Afm holds regulated broker permits under §34d, §34f, and §34i of the German Trade Code (GewO), registered with Handelskammer Hamburg. Distribution combines direct advisory at the Hamburg headquarters, an inside sales team reachable via phone, email, and video conferencing, and a searchable Beraternetzwerk (advisor network) accessed through the website; marketing relies on owned content (blog, CleverReach newsletter), organic social (Facebook, Instagram, LinkedIn, Xing), and analytics tools (Google Analytics, Matomo).
The firm's underlying technology is intentionally limited: rather than building proprietary AI or platform IP, Afm serves as an advisory intermediary whose value is human expertise and product breadth. The multi-entity holding structure — afm Holding AG with operating subsidiaries afm assekuranz-finanz-makler GmbH, afm Pensionsmanagement GmbH, and afm Versicherungsmakler für Gewerbe und Industrie GmbH — separates private-customer, pensions, and industrial brokerage activities. There is no public app, no disclosed API, and no AI/ML capability; data assets (web analytics, customer base of 70,000+) are operational rather than monetized.
Afm firmographics
Firmographics- Name
- Afm
- Legal name
- afm assekuranz-finanz-makler GmbH
- Website
- https://afm-gruppe.de
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- afm assekuranz-finanz-makler GmbH is a Hamburg-based independent German insurance and financial broker (founded 1993) that delivers 360-degree advisory services to over 70,000 private customers, businesses, and employee-benefit clients, operating as part of the MRH Trowe top-10 German broker group.
- Ownership category
- akta.pro rank
Afm industry classification
Industry- Product category
- Insurance Brokerage and Financial Advisory
- NAICS
- Insurance Agencies and Brokerages (524210), Portfolio Management and Investment Advice (523940), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Investment Advice (6282)
- akta.pro primary industry
- Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)
- akta.pro secondary industry
- Enterprise Risk Management (ERM) Advisory (BPAHAFAA)
Keywords
Where Afm is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Afm business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Commission/Courtage (Versicherungsprovision): The primary revenue model is commission-based. As a Versicherungsmakler (insurance broker), the company receives commissions (Courtage/Zuwendungen Dritter) from insurance companies for placing insurance business. This is customary practice where the insurance company pays the broker's fee as part of the insurance premium. For 'Netto products' (products where the broker fee is not included in the premium), separate fee agreements with clients are made.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | JURA DIREKT power of attorney service for private individuals: 259 EUR one-time |
| Subscription | Annual | JURA DIREKT emergency management subscription: 44 EUR per year |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Afm product offering
Product offeringCore offering
Afm is an independent insurance broker (Versicherungsmakler) and financial advisor delivering holistic 360-degree consulting on risk management, insurance, retirement provision, and finance. It places insurance and financial products from multiple providers on behalf of private customers, companies, and employees, earning commission (Courtage) from insurers and offering separate fee-based services such as real estate financing brokerage, asset management, factoring, and legal documentation.
Product overview
Afm (afm assekuranz-finanz-makler GmbH) is an independent insurance and financial broker headquartered in Hamburg, Germany, operating as part of the MRH Trowe Group. The company offers a comprehensive 360° advisory approach covering private customers, business customers, and employees. The core product portfolio includes: retirement planning products (Fondspolice fund-linked insurance, Basisrente base pension, Riester-Rente, company pension schemes), risk protection (occupational disability insurance, basic abilities protection, critical illness, accident insurance, term life insurance), health insurance (private health insurance, supplementary insurance, long-term care insurance), property and liability insurance (personal liability, household contents, building insurance, natural disaster coverage), specialty insurance (photovoltaic/heat pump/wallbox all-risk insurance, D&O, cyber risks, fleet insurance), credit and finance services (surety/bond insurance, credit insurance, factoring, leasing), and employee benefits (company health insurance, pension management). The company also provides legal document services (powers of attorney, wills), generation consulting, asset management, and real estate financing. All services are offered through a network of advisors with a focus on holistic, interconnected consulting.
Differentiator
Problem solved
Functional benefit
Companies that use Afm
Customer profileSegments3 records
Ideal customer profiles3 records
Afm technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Afm partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- MRH Trowecoreafm is part of the MRH Trowe group, one of Germany's top 10 insurance broker and consulting firms. MRH Trowe offers comprehensive expertise across all insurance, benefits, and finance matters for industrial and commercial customers, institutions, and high-net-worth private clients. The owner-managed company pursues a consistent growth strategy with a holistic 360-degree consulting approach, specialized teams, and high digitalization. Approximately 2,000 employees manage ~1 billion EUR in non-life premium volume.
- JURA DIREKTminorExclusive cooperation partner providing software-based solutions for legal documents including power of attorney (Vollmachten), care and patient directives (Betreuungs- und Patientenverfügungen), custody provisions (Sorgevollmachten), and testaments. Associated law firms handle document creation and provide liability certificates. Service includes 18 TÜV-certified support services.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Afm competitors and assessment
Company assessmentBroad incumbents
- HUK-Coburg: Large German mutual insurer and direct distributor of P&C, life, and health insurance. Competes for the same private-customer wallet as afm by selling direct, putting pressure on broker placements in standard lines.
- MRH Trowe: Parent/strategic group of which afm is a member — a Top 10 German insurance and benefits broker serving industrial, commercial, and high-net-worth clients. Directly comparable operating model and customer segments at a larger group scale.
- Aon Germany: German arm of Aon, the global insurance and reinsurance broker. Competes with afm's commercial (Firmenkunde) segment on large-corporate risk management, insurance placement, and benefits advisory in Germany.
- Marsh Germany: German operations of Marsh, the global insurance broker and risk adviser. Direct overlap with afm's industrial/commercial insurance placement and risk-management advisory offerings.
- Willis Towers Watson Germany: German arm of WTW, a global insurance, risk-management, and advisory firm. Competes with afm on corporate insurance brokerage, risk consulting, and benefits advisory for mid-market and enterprise German clients.
Direct peers
- Ecclesia Gruppe: Large independent German insurance broker, particularly strong in institutional, welfare, and corporate segments. Competes with afm on independent broker positioning and broad cross-line advisory for German risk-management buyers.
- MLP SE: German financial advisory and brokerage group serving private clients, professionals, and corporate clients with insurance, old-age provision, and wealth management — an almost identical integrated advisory value proposition to afm's 360° model.
- Funk Gruppe: Largest family-owned independent German insurance broker, offering similar independent, multi-carrier advisory to corporate and private clients. Operates with a comparable holistic advisory philosophy and competes head-to-head for German commercial and high-net-worth mandates.
Emerging players
- CHECK24 Vergleichsportal: Germany's leading online comparison platform distributing insurance and financial products directly to consumers. Represents the digital-native competitive threat to traditional brokers like afm in standard P&C and life/health lines.
- Verivox: Major German online price-comparison portal for insurance, energy, and financial products. Competes on the same end customers as afm for standardized insurance placements, increasingly offering advisory-style services.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Afm social profiles
Digital presenceAfm financial estimates
Financial estimateRevenue estimate
Valuation estimate
Afm leadership team
Management profileNumber of profiles
Profiles5 records
Afm subsidiaries and ownership
Company hierarchySubsidiaries3 records
Afm funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Afm M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Afm
What does Afm do?
Afm is an independent insurance broker (Versicherungsmakler) and financial advisor delivering holistic 360-degree consulting on risk management, insurance, retirement provision, and finance. It places insurance and financial products from multiple providers on behalf of private customers, companies, and employees, earning commission (Courtage) from insurers and offering separate fee-based services such as real estate financing brokerage, asset management, factoring, and legal documentation.
Is Afm a public or private company?
Afm is a private company. It is classified as corporate owned and is currently operating.
When was Afm founded?
Afm was founded in 1993. It employs 101 to 250 people.
Where is Afm based?
Afm is headquartered in Hamburg, Germany, in the Europe region.
How does Afm make money?
One revenue line is on record: commission/Courtage (Versicherungsprovision).
Who are Afm's main competitors?
Broad incumbents on record are HUK-Coburg, MRH Trowe, Aon Germany, Marsh Germany and Willis Towers Watson Germany. Direct peers are Ecclesia Gruppe, MLP SE and Funk Gruppe. Emerging players are CHECK24 Vergleichsportal and Verivox.
Does Afm have an API?
No public API is recorded for Afm.
What industry is Afm in?
Afm's product category is Insurance Brokerage and Financial Advisory. Its primary akta.pro industry code is FSAAACAI, Insurance-Integrated Wealth Managers (RIA + Insurance Solutions), with a secondary code of BPAHAFAA, Enterprise Risk Management (ERM) Advisory. Its NAICS code is 524210 and its SIC code is 6411.