What softfair does

softfair GmbH is a Germany-based B2B software vendor specializing in IT solutions for the German insurance distribution market. Founded in 1988/1989 and headquartered in Hamburg with a secondary office in Bavaria, the company serves insurance intermediaries (Makler), broker pools (Maklerpools), financial sales organizations (Finanzvertriebe), and — through platform integrations — more than 80 insurance carriers across 25+ product lines. The company reports 110 employees and operates under the brand softfair.ONE.

The company's core product is the softfair.ONE platform, a modular, cloud-based distribution platform that combines customer and contract management, product comparison engines, and digital application processing, plus an end-customer mobile app. Specialized modules include Vergleichslösungen (comparison solutions across carriers), Digitaler Antrag (digital application workflows built in cooperation with carriers), the newly launched Kranken Modul (health insurance calculation module with near real-time performance), and the integrated inSign electronic signature capability. The platform is designed to span the entire sales process from initial customer contact through completed insurance application, with deep integration into brokers' daily workflows and carrier back-office systems.

softfair monetizes the platform via subscription-based licensing sold direct to insurance intermediaries, broker pools (often as white-label or full-platform deployments to their member brokers), and financial sales organizations. Pricing is quote-based and not publicly disclosed. The company reports 40,000+ active intermediaries using its solutions and processes approximately 15,000 product calculations per day. It is ISO 27001:2022 certified for information security management, supporting enterprise and regulated customer procurement. No external funding rounds, parent company, or public financial disclosures are present in the input data.

Name

softfair

Legal name

softfair GmbH

Website

https://softfair.de

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

softfair GmbH is a Hamburg-based B2B SaaS provider of the softfair.ONE platform, serving German insurance brokers, broker pools, and financial sales organizations with modular comparison, digital application, and customer/contract management tools across 25+ insurance lines.

Ownership category

akta.pro rank

Product category

Insurance Distribution Software

NAICS

Software Publishers (5132), Software Publishers (513210), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Hybrid Cloud Platforms & Orchestration (HDABAMAA)

akta.pro secondary industries

Hybrid Cloud Migration, Modernization & Integration (HDABAMAH), Managed Application Platforms (App PaaS & Runtime Services) (HDABAAAD), Cloud-Native Enablement (Containers, Kubernetes, Service Mesh) (BPAEAKAE)

Keywords

• Insurance distribution software
• Broker platform solutions
• Insurance comparison tools
• Digital application processing
• Insurance contract management

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Licensing/Subscription: Subscription-based licensing of the softfair.ONE platform to insurance intermediaries, broker pools, and financial sales organizations. Platform provides comparison, application processing, and management tools.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

softfair develops and operates the softfair.ONE platform, a modular cloud-based insurance distribution system that combines customer and contract management, multi-line product comparison, and digital application processing for insurance brokers, broker pools (Maklerpools), and financial sales organizations. The platform integrates with 80+ insurance companies across more than 25 lines of business and is offered primarily under an enterprise SaaS subscription model to the German insurance intermediary market.

Product overview

softfair offers a unified modular platform called softfair.ONE for the insurance distribution industry. The platform combines customer and contract management with comparison solutions, digital application processing, and an end-customer app. The core offering includes the softfair.ONE platform, supported by specialized modules such as Vergleichslösungen (comparison solutions), Digitaler Antrag (digital application), and the Kranken Modul (health insurance module). Additional features like inSign (electronic signature) are integrated into specific modules. The solution serves insurance brokers, broker pools (Maklerpools), and financial sales organizations (Finanzvertriebe), supporting over 40,000 active insurance intermediaries across more than 80 insurance companies in over 25 product lines.

Differentiator

Problem solved

Functional benefit

Products and services

• softfair.ONE Platform An all-in-one modular cloud-based platform providing customer and contract management, comparison and quoting across all major insurance lines, digital application processing, and an end-customer app. Targeted at insurance brokers, broker pools, and financial sales organizations in Germany.
• Vergleichslösungen (Comparison Solutions) Market transparency tools that enable insurance intermediaries to compare insurance products across multiple insurance companies and tariff areas and identify the optimal product for each customer. Used by brokers, broker pools, and financial sales organizations for daily comparison work.
• Digitaler Antrag (Digital Application) Digital application workflow that streamlines insurance product submission in cooperation with insurance companies, removing administrative burden from the broker after initial product selection and supporting digital signing through integrated inSign.
• Kranken Modul (Health Insurance Module) Specialized health insurance calculation module offering near real-time computations, enhanced usability, a multifunctional results page, integrated electronic signature (inSign), and workflow management for open cases and applications. Built for insurance intermediaries, broker pools, and financial sales organizations serving the German health insurance market.
• Endkundenapp (End Customer App) End-customer mobile application that allows insurance customers to interact with their policies, view coverage details, and engage with their broker, extending the broker platform into a self-service channel for policyholders.

Quantifiable outcome

• 15,000 calculations per day processed on platform
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• 80+ Insurance CompaniescoreTechnology or IntegrationOver 80 insurance companies provide products through the softfair comparison platform, enabling insurance intermediaries to access and compare products across more than 25 insurance lines and tariff areas. These partnerships enable digital application processing through the platform.
• inSign (Electronic Signature)coreTechnology or IntegrationIntegrated electronic signature solution (inSign) for digital insurance applications. The inSign technology is embedded directly within the platform modules for seamless digital application processing.

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• msg systems AG: German-based IT solutions and consulting firm with a dedicated insurance vertical (msg life, msg insur:it) offering software platforms and core systems for insurers and brokers. Directly comparable to softfair as both target the German insurance distribution and administration technology market with integrated software suites.
• b+m Informatik AG: German software company specializing in IT solutions for insurance brokers and Maklerpools, including contract management and product comparison tools. Highly comparable to softfair in serving the same broker-distribution customer base with similar product categories in the German market.
• GGW Software GmbH: German software vendor focused on IT solutions for insurance brokers and financial advisors, including comparison tools and contract management. Highly comparable as a direct competitor serving the same German broker-intermediary customer base with similar product categories.

Broad incumbents

• adesso SE: German IT services provider with a strong insurance line of business offering custom software development, consulting, and platforms for insurers and intermediaries. Comparable as a much larger incumbent that competes for insurance IT spend in the German market, though broader in scope than softfair's broker-focused platform.
• T-Systems International: Deutsche Telekom subsidiary providing large-scale IT services and digital solutions including dedicated insurance industry offerings. Comparable as a broad incumbent in German insurance IT with overlapping capabilities in cloud, application management, and digital transformation for insurers and distribution partners.
• SAP SE: Global enterprise software leader with SAP for Insurance solutions targeting insurers, brokers, and distribution partners. Comparable as a broad incumbent whose platform capabilities could overlap with softfair's modular offering, particularly for large insurers and pool customers seeking enterprise-wide platforms.
• Atruvia AG: German IT cooperative owned by cooperative banks (including DZ BANK group) providing banking and insurance IT solutions, including platform services for Volksbanken Raiffeisenbanken and affiliated insurance distribution. Comparable as a broad incumbent in the German financial services IT space serving distribution and intermediary channels.
• Salesforce: Global CRM and platform provider with Financial Services Cloud offering tailored workflows for insurance agents, brokers, and customer management. Comparable as a broad incumbent whose CRM and customer/contract management features overlap with softfair's platform modules, particularly for larger pool and distribution customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/softfairgmbh
• LinkedInlinkedin.com/company/softfair-gmbh
• Instagraminstagram.com/softfair.gmbh
• Xx.com/softfair_gmbh

Compliance1 record

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 softfair