Bonnfinanz

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

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

• Financial advisory services
• Retirement planning
• Insurance distribution
• Wealth management advisory
• Holistic financial planning

Headquarters

HQ city

Bonn

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• asano GmbHcoreStrategic or Co-development Partner · 10 July 2025Bonnfinanz 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)minorOthersDIHK 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-SiegminorOthersIHK 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 LimitedcoreTechnology or IntegrationBonnfinanz 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, LLCcoreTechnology or IntegrationBonnfinanz 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 PartnerscoreChannel Partner/ Reseller/ DistributorBonnfinanz 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 BodiesminorOthersBonnfinanz 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

Emerging 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

• Xxing.com/pages/bonnfinanz
• Facebookfacebook.com/BonnfinanzGmbH
• LinkedInlinkedin.com/company/bonnfinanz-ag
• Instagraminstagram.com/bonnfinanz.gmbh/?hl=de

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Bonnfinanz