What HUK24 does

HUK24 AG is a German direct-to-consumer online insurance provider founded in 2000 and headquartered in Coburg, operating exclusively as a wholly-owned subsidiary of HUK-COBURG Versicherungsgruppe, one of Germany's largest insurance groups. The company sells a comprehensive personal-lines insurance portfolio — Kfz-Versicherung including a specialized E-Auto-Versicherung, Privathaftpflichtversicherung, Hausratversicherung, Unfallversicherung, Zahnzusatzversicherung, Risikolebensversicherung, Wohngebäudeversicherung, and Fahrradversicherung — plus a savings product (Premium Sparen 24) and the HUK-Autowelt used-car marketplace. All products are distributed through the company's own website (huk24.de) with no brokers, agents, or comparison portals involved, and the entire lifecycle from quote to claims (Schadenmeldung) is conducted digitally without physical branches.

The underlying technology is a fully digital insurance platform designed for self-service: customers obtain quotes, purchase policies, manage coverage, and submit claims online 24/7. Marketing and customer acquisition run through the owned website, organic SEO targeting high-intent insurance keywords (e.g., eVB-Nummer, E-Auto versichern, Elementarschaden), and a "Kunden werben Kunden" referral program, supported by promotional incentives such as 25% off household and liability cover, 15% off accident cover, and EUR 15 Amazon.de vouchers on dental and life products, with discount sizes capped at EUR 15 per condition. The company emphasizes its digital-only distribution as the source of its pricing advantage, passing back the saved intermediary commissions to customers.

HUK24 is regulated as a German Aktiengesellschaft and reports no public listing, no external investors, and no disclosed funding rounds. The business model is a recurring subscription-equivalent in the form of annual insurance premiums collected across multiple product lines, with monetization occurring entirely through underwriting margin on the direct channel. Its go-to-market is exclusively B2C, targeting individual German consumers who value cost, transparency, and 24/7 digital service over advisory or multi-channel access, and who would otherwise overpay via brokers or price-comparison platforms. In 2025 the company received a Focus Money "Bester Kfz-Versicherer unter den Direktversicherern (Standardtarife)" award (Ausgabe 36/2025).

Name

HUK24

Legal name

HUK24 AG

Website

https://huk24.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

HUK24 AG is a German direct-to-consumer online insurer and wholly-owned subsidiary of HUK-COBURG Versicherungsgruppe, selling auto, household, liability, accident, dental supplementary, life, building, and bicycle insurance exclusively through its own digital platform with no brokers or comparison portals. It serves individual German consumers seeking low-cost, fully digital personal-lines insurance.

Ownership category

akta.pro rank

Headquarters

HQ city

Coburg

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: HUK24 generates revenue through insurance premiums paid by customers for various insurance products including auto, household, liability, accident, dental supplementary, term life, bicycle, and building insurance. As a direct insurer, premiums are collected without intermediary commissions, allowing for competitive pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

HUK24 is a direct online insurer selling personal lines insurance products — auto, e-auto, personal liability, household contents, accident, supplementary dental, term life, building, and bicycle coverage — plus a savings product (Premium Sparen 24) and an online used-car resale service (HUK-Autowelt). All products are sold exclusively through the HUK24 website, with end-to-end digital workflows for quoting, purchase, policy management, and claims submission, eliminating intermediary commissions to offer lower premiums.

Product overview

HUK24 is a direct insurance company offering a comprehensive portfolio of personal insurance products. The core offering includes vehicle insurance (Kfz and E-Auto), personal liability, home contents, accident, dental supplementary, term life, building, and bicycle insurance. Premium Sparen 24 provides savings products. HUK-Autowelt is an additional service for selling used vehicles. All products are sold directly online, eliminating intermediary commissions to pass savings to customers. The company also provides educational resources through its insurance guide.

Differentiator

Problem solved

Functional benefit

Brands

• HUK-Autowelt: A used car marketplace service offered by HUK24, enabling customers to sell their vehicles at fair conditions with online price estimation and payment within 3 days.

Products and services

• Kfz-Versicherung (Auto Insurance) Vehicle insurance covering cars (standard and electric options), purchased and managed entirely online. Awarded 'Bester Kfz-Versicherer' among direct insurers for standard tariffs by Focus Money (Ausgabe 36/2025).
• E-Auto-Versicherung (Electric Vehicle Insurance) Specialized electric vehicle insurance with a digital-first experience for EV owners, available exclusively through the HUK24 website.
• Privathaftpflichtversicherung (Personal Liability Insurance) Personal liability insurance providing protection against third-party claims for bodily injury, property damage, and financial loss, sold directly online with a 25% promotional discount available.
• Hausratversicherung (Home Contents Insurance) Home contents insurance covering damage to or theft of household belongings and personal possessions, purchased and managed online with a 25% promotional discount available.
• Unfallversicherung (Accident Insurance) Accident insurance providing financial protection in the event of accidental injury, disability, or death, offered online with a 15% promotional discount.
• Zahnzusatzversicherung (Supplementary Dental Insurance) Supplementary dental insurance covering treatment costs not paid by statutory German health insurance, sold directly online with a 15 EUR Amazon.de voucher incentive for new sign-ups.
• Risikolebensversicherung (Term Life Insurance) Term life insurance providing a tax-free lump-sum payout to beneficiaries upon the insured's death during the policy term, purchased online with a 15 EUR Amazon.de voucher incentive for new sign-ups.
• Wohngebäudeversicherung (Residential Building Insurance) Building insurance covering damage to residential buildings, including structural elements and permanently installed fixtures, offered directly through the HUK24 website.
• Fahrradversicherung (Bicycle Insurance) Bicycle insurance covering theft, damage, and loss of bicycles, purchased and managed entirely online.
• Premium Sparen 24 (Savings Product) Savings and investment product offered by HUK24 for long-term financial planning, with a 15 EUR Amazon.de voucher incentive for new sign-ups.
• HUK-Autowelt (Used Car Resale Service) Online automotive marketplace enabling HUK24 customers to sell used cars at fair prices with online price estimation and payment within 3 days.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• DA Direkt: German direct insurer focused on auto and selected personal lines, owned by Vienna Insurance Group, with the same price-led direct-to-consumer model as HUK24.
• CosmosDirekt: German direct-to-consumer insurer offering personal lines including Kfz, Hausrat, and life online, with comparable commission-free pricing model and single-brand digital focus.
• Allianz Direct: Allianz-owned direct insurer selling auto and personal insurance exclusively online in Germany, competing head-to-head with HUK24 in standard-tariff direct auto and adjacent personal lines.
• BavariaDirekt: Direct personal-lines insurer operating in Germany via online sales, serving the same digitally-native, price-sensitive customer segment that HUK24 targets.
• R+V24: Direct insurance brand of R+V Versicherung (a cooperative-bank-affiliated group) offering personal insurance digitally, structurally analogous to HUK24 as a captive digital arm of a large German insurer.
• ERGO Direkt: Direct insurance arm of the Munich Re/ERGO Group offering personal insurance products online, mirroring HUK24's digital-only distribution across auto, household and life lines.
• BarmeniaDirekt: Barmenia's online direct channel offering personal insurance products with comparable digital self-service and competitive pricing positioning against HUK24.

Broad incumbents

• HUK-COBURG Versicherungsgruppe: Parent mutual insurance group with a broad multi-channel product portfolio and ten-million-plus customer base; HUK24 operates as its dedicated digital channel alongside traditional field-sales distribution.

Others

• Check24 Versicherungen: Germany's leading insurance comparison portal acting as a key aggregator in the price-comparison channel that HUK24 deliberately bypasses; influences price discovery and customer acquisition across the same personal-lines category.
• Verivox Versicherungsvergleich: Major German insurance and financial product comparison platform competing for the same value-oriented insurance customers and shaping price benchmarks in the German personal-lines market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/huk24
• LinkedInlinkedin.com/company/huk24

Revenue estimate

Valuation estimate

Number of profiles

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 HUK24