Afm

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.

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

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

• Independent insurance brokerage
• Financial advisory services
• Corporate risk management
• Retirement planning consulting
• Employee benefits brokerage

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• MRH TrowecoreStrategic or Co-development Partnerafm 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 DIREKTminorImplementation/ SI/ Consulting PartnerExclusive 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

Broad 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

• Facebookfacebook.com/afmassekuranzfinanzmakler
• LinkedInlinkedin.com/company/afm-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 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 Afm