Bonnfinanz
- Company typePrivate
- Founded1970
- HeadquartersBonn, Germany
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Bonnfinanz firmographics
Firmographics- Name
- Bonnfinanz
- Legal name
- Bonnfinanz GmbH
- Website
- https://bonnfinanz.de
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Bonnfinanz industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Financial Planning–Led RIAs (FSAAACAB)
- akta.pro secondary industry
- Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)
Keywords
Where Bonnfinanz is headquartered
LocationHeadquarters
- HQ city
- Bonn
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Bonnfinanz business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Financial Advisory and Product Distribution Fees/Commissions: Bonnfinanz generates revenue by providing holistic financial advisory services and distributing insurance and financial products (life insurance, pension products, property insurance, investment products, real estate financing) through its network of independent advisors. Advisors are typically self-employed commercial agents. Revenue is derived from commissions on distributed products, consistent with German Allfinanz advisory models.
- Service Fees from Financial Analysis and Consultations: The company offers a DIN 77230-compliant financial analysis as a diagnostic tool, followed by financial planning and ongoing advisory services. The revenue model for the analysis and planning services is integrated into the broader advisory relationship, likely fee-based or embedded in product distribution commissions.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Bonnfinanz product offering
Product offeringCore offering
Bonnfinanz is a German Allfinanz (holistic financial advisory) firm that delivers in-person advisory across insurance, retirement, real estate financing, and wealth building through a nationwide network of approximately 400 self-employed independent financial advisors. The advisory engagement follows the proprietary PlusPrinzip methodology, anchored by a DIN 77230-compliant financial analysis, and culminates in ongoing annual check-ups and product distribution across partner providers.
Product overview
Bonnfinanz operates as a comprehensive Allfinanz (full financial services) advisory company with a platform-plus-services model. The core offering centers on the PlusPrinzip advisory methodology, which incorporates DIN 77230 standardized financial analysis to deliver personalized financial plans. The product portfolio spans four main service pillars: Existenzschutz (protection insurance), Altersvorsorge (retirement planning including Riester-Rente, Rürup-Rente/Basisrente, and the new Altersvorsorgedepot), Immobilienwerte (real estate financing), and Vermögensaufbau (wealth building). The Förderkompass calculator tool supports prospects in comparing retirement options. The Generationenberatung service addresses generational wealth planning. The asano brand (acquired July 2025) extends capabilities in supplementary insurance. The Bonnfinanz Campus platform supports financial advisor training and certification.
Differentiator
Problem solved
Functional benefit
Products and services
- PlusPrinzip Holistic Financial Advisory Proprietary four-phase advisory methodology for private households covering goals identification, DIN 77230 financial analysis, financial planning, and annual financial check-up; the core advisory engagement offered to all customers.
- DIN 77230 Financial Analysis Objective, reproducible, transparent financial analysis of a private household's situation, compliant with the first German standard for financial services (DIN 77230), yielding a financial score and product quality index.
- Existenzschutz (Existence Protection) Advisory Advisory and distribution of insurance products covering occupational disability, private liability, health, and supplementary insurance for comprehensive risk protection of private households.
- Altersvorsorge (Retirement Planning) Advisory Advisory on retirement solutions including statutory pension optimization, company pension schemes, Riester-Rente, Rürup-Rente/Basisrente, and the forthcoming Altersvorsorgedepot for comprehensive retirement planning.
- Immobilienwerte (Real Estate Values) Advisory Advisory and financing services for residential real estate including Bausparen (building savings), real estate investment, and financing solutions for property acquisition.
- Vermögensaufbau (Wealth Building) Advisory Strategic wealth accumulation advisory covering savings plans, fund investments, stocks, bonds, and other capital-market products for long-term financial growth.
- Generationenberatung (Generational Advisory) Family wealth management advisory addressing protection, inheritance, long-term care, and disability planning with legal, tax, and financial coordination across generations.
- Rürup-Rente (Basisrente) Advisory Advisory on Rürup-Rente private pension insurance with tax-deductible contributions, particularly recommended for self-employed and high-income individuals, with Hartz-IV and garnishment protection.
- Riester-Rente Advisory Advisory on state-subsidized Riester private retirement insurance with government allowances and tax advantages, including transition guidance to the new Altersvorsorgedepot system in 2027.
- Altersvorsorgedepot Advisory Advisory on the new state-subsidized retirement savings depot launching in 2027, replacing Riester-Rente, with broader investment options in stocks and funds and government support, including for self-employed individuals.
Quantifiable outcome
- Approximately 450,000 customers served nationwide
- +3 more outcomes
Companies that use Bonnfinanz
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Bonnfinanz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
Bonnfinanz partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- asano GmbHcoreBonnfinanz acquired asano GmbH, a specialized Assekuradeur (managing general agent) focused on supplementary insurance (Zusatzversicherungsgeschäft), as part of its strategic platform expansion. The acquisition strengthens Bonnfinanz's product offering in the supplementary health and property insurance segments.
- Deutsche Industrie- und Handelskammer (DIHK)minorDIHK serves as the central register authority for insurance and financial intermediaries under German trade law (§§34c, 34d, 34f, 34i GewO). Bonnfinanz and its advisors are registered with DIHK's Vermittlerregister.
- IHK Bonn/Rhein-SiegminorIHK Bonn/Rhein-Sieg is the local Chamber of Industry and Commerce that issued Bonnfinanz's regulatory licenses for insurance mediation (§34d), financial investment broking (§34f), and real estate financing (§34i), and serves as the permit authority.
- Microsoft Ireland Operations LimitedcoreBonnfinanz uses Microsoft Azure (Static Web Apps) for hosting its landing pages, Microsoft Office 365 (including Microsoft Bookings for appointment scheduling), and Microsoft Clarity for web analytics. A data processing agreement (Auftragsverarbeitungsvertrag) per Art. 28 GDPR is in place. Data is processed in EU data centers.
- ActiveCampaign, LLCcoreBonnfinanz uses ActiveCampaign for lead management and email newsletter campaigns. Customer and prospect data from contact forms is processed in ActiveCampaign's system. A data processing agreement per Art. 28 GDPR is in place. Data transfer to the US is covered by EU Standard Contractual Clauses and the EU-US Data Privacy Framework.
- Multiple Insurance and Financial Product PartnerscoreBonnfinanz works with multiple insurance companies and financial product providers for the distribution of insurance (life, property, health) and investment products. The company's product management team maintains relationships with these product partners. The Key Account Manager for life insurance is specifically tasked with building and managing relationships with life insurance product partners. Specific partner names are not individually disclosed on the consumer-facing website.
- Various Ombudsmen and Dispute Resolution BodiesminorBonnfinanz participates in multiple ombudsman schemes for dispute resolution: Versicherungsombudsmann e.V., Ombudsmann für die Private Kranken- und Pflegeversicherung, Schlichtungsstelle für gewerbliche Versicherungs-, Anlage- und Kreditvermittlung, Ombudsstelle für Investmentfonds des BVI, Ombudsstelle Geschlossene Fonds, and Ombudsstelle Immobilien im IVD.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Bonnfinanz competitors and assessment
Company assessmentEmerging players
- Scalable Capital: Scalable Capital is a leading German digital wealth management platform offering robo-advisory and self-directed brokerage to retail investors. An emerging player competing for the same German retail customers as Bonnfinanz but via a low-cost digital model rather than human advisors — illustrates the structural threat Bonnfinanz faces.
Direct peers
- OVB Holding AG: OVB is a European cross-border financial advisory group with a strong German footprint, distributing insurance, pensions, and investment products through independent advisors. Comparable in advisory-led Allfinanz model and target customer base, though OVB operates across multiple European countries.
- tecis Finanzdienstleistungen AG: tecis is a German financial advisory network serving retail clients with insurance, investment, and retirement products through independent advisors. Closely aligned with Bonnfinanz on advisor-led distribution, retail customer focus, and product breadth.
- Deutsche Vermögensberatung (DVAG): DVAG is Germany's largest independent financial advisory network, distributing insurance, banking, and investment products through self-employed agents. Closely mirrors Bonnfinanz's commission-based, advisor-led Allfinanz model and competes directly for the same private household customer segment.
- Swiss Life Select: Swiss Life Select is the German financial advisory arm of Swiss Life Group, operating a nationwide network of independent financial advisors offering holistic financial planning, insurance, and wealth products. Directly comparable in business model, customer segment, and product breadth to Bonnfinanz.
- MLP SE: MLP is a German financial advisory and old-age provision specialist serving private and corporate clients through a nationwide consultant network. Highly comparable Allfinanz-style business model with multiple regulatory permits, PE-style ownership history, and a comparable mix of insurance, retirement, and wealth advisory products.
- Horbach Wirtschaftsberatung: Horbach is a German independent financial advisory firm providing holistic Allfinanz consulting through a network of self-employed advisors. Directly comparable in methodology (holistic, life-stage-based advisory) and product mix (insurance, retirement, wealth building) to Bonnfinanz.
Others
- Verivox: Verivox is a major German price comparison and lead generation portal for insurance and financial products. Not a direct competitor but an adjacent ecosystem player that captures comparison-driven insurance shoppers who might otherwise reach Bonnfinanz through digital lead generation channels.
Broad incumbents
- Generali Deutschland (including CosmosDirekt): Generali Deutschland is a major German insurance group operating across life, health, and P&C insurance, including direct-to-consumer brands like CosmosDirekt. A broad incumbent with overlapping retail financial product capabilities that competes indirectly with Bonnfinanz's holistic advisory offering.
- Allianz Beratungs- und Vertriebs-AG: Allianz is Germany's largest insurance and financial services group, offering insurance, retirement, and investment products through a captive agent network as well as independent advisors. A broad incumbent competing in the same retail financial advisory space but with vastly greater scale, captive product manufacturing, and brand reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bonnfinanz social profiles
Digital presenceBonnfinanz compliance and trust
Trust signalCompliance5 records
Bonnfinanz financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bonnfinanz leadership team
Management profileNumber of profiles
Profiles4 records
Bonnfinanz subsidiaries and ownership
Company hierarchySubsidiaries1 record
Bonnfinanz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bonnfinanz 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 Bonnfinanz
What does Bonnfinanz do?
Bonnfinanz is a German Allfinanz (holistic financial advisory) firm that delivers in-person advisory across insurance, retirement, real estate financing, and wealth building through a nationwide network of approximately 400 self-employed independent financial advisors. The advisory engagement follows the proprietary PlusPrinzip methodology, anchored by a DIN 77230-compliant financial analysis, and culminates in ongoing annual check-ups and product distribution across partner providers.
Is Bonnfinanz a public or private company?
Bonnfinanz is a private company. It is classified as private equity controlled and is currently operating.
When was Bonnfinanz founded?
Bonnfinanz was founded in 1970. It employs 501 to 1,000 people.
Where is Bonnfinanz based?
Bonnfinanz is headquartered in Bonn, Germany, in the Europe region.
How does Bonnfinanz make money?
Two revenue lines are on record. Financial Advisory and Product Distribution Fees/Commissions are the primary driver. The others are service Fees from Financial Analysis and Consultations.
Who are Bonnfinanz's main competitors?
Scalable Capital is listed as an emerging player. Direct peers are OVB Holding AG, tecis Finanzdienstleistungen AG, Deutsche Vermögensberatung (DVAG), Swiss Life Select, MLP SE and Horbach Wirtschaftsberatung. Verivox is listed as an others. Broad incumbents are Generali Deutschland (including CosmosDirekt) and Allianz Beratungs- und Vertriebs-AG.
Does Bonnfinanz have an API?
No public API is recorded for Bonnfinanz.
What industry is Bonnfinanz in?
Bonnfinanz's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAACAB, Financial Planning–Led RIAs, with a secondary code of FSAAAAAE, Hybrid Advice (Advisor + Digital) Platforms. Its NAICS code is 523940 and its SIC code is 6282.