Exali
Exali AG is a German digital insurance broker founded in 2008 that sells modular professional liability, D&O, and cyber insurance online to freelancers, self-employed professionals, and small companies across 28 European countries, underwritten primarily by strategic investor Markel.
- Company typePrivate
- Founded2008
- HeadquartersAugsburg, Germany
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Exali does
Exali AG is a Germany-based digital insurance broker (Versicherungsmakler) founded in 2008 and headquartered in Augsburg, specializing in professional liability insurance (Berufshaftpflicht) for freelancers, self-employed professionals, and small companies. The company serves more than 20,000 customers across 28 European countries with worldwide coverage, organized around vertical-specific liability products for IT and engineering, media and creative, consulting, eCommerce, architecture, and general service providers. The company is structured as an Aktiengesellschaft (AG), led by founder and CEO Ralph Günther alongside CTO Alexander Schmid and COO Tino Wiedemann, with Dirk Czaya as Chairman of the Supervisory Board. Markel Holdings GmbH (Munich) holds a strategic equity stake exceeding 10% and serves as the primary underwriting carrier, while the wholly-owned subsidiary assecunet GmbH handles licensed insurance broker distribution.
The core technology is a digital insurance platform with a 5-minute online application and instant policy issuance, complemented by the "Mein exali" customer portal for self-service contract management and claims reporting. The product architecture is modular and vertical-specific, with open profession-coverage provisions and optional add-on modules (four to six per product line), enabling customization for IT, media, consulting, eCommerce, architecture, D&O, cyber, and general service-provider risks. The product portfolio spans professional liability, business liability, financial loss liability (Vermögensschadenhaftpflicht, noted as 88% of claim cases), D&O (corporate, startup, and personal variants), and dedicated cyber insurance with integrated IT emergency response.
Exali operates a product-led growth model, distributing through a self-serve online platform, phone and callback support, partner portals with member discounts (BITMi, VGSD, freelancermap, GULP/Randstad, Uplink, AGD, FALC), and embedded integrations with business software providers (Lexware, sevdesk). Revenue is generated through recurring annual commissions on subscription-based insurance premiums, with an average net premium of approximately EUR 450 across the insured base. The go-to-market combines content marketing, SEO, email, social, video, webinars, and a customer referral program, with no public funding events disclosed and lean headcount of approximately 40 employees.
Exali firmographics
Firmographics- Name
- Exali
- Legal name
- exali AG
- Website
- https://exali.de
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Exali AG is a German digital insurance broker founded in 2008 that sells modular professional liability, D&O, and cyber insurance online to freelancers, self-employed professionals, and small companies across 28 European countries, underwritten primarily by strategic investor Markel.
- Ownership category
- akta.pro rank
Exali industry classification
Industry- Product category
- Professional Liability Insurance
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
- akta.pro secondary industries
- Professional Liability (Errors & Omissions) (FSAJADAB), Directors & Officers (D&O) Liability (FSAJADAF), Technology Errors & Omissions (Tech E&O) / Professional Liability (FSAJAOAC)
Keywords
Where Exali is headquartered
LocationHeadquarters
- HQ city
- Augsburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Exali business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Professional Liability Insurance (Berufshaftpflicht): Annual premiums for professional liability insurance covering freelancers, self-employed, and companies across IT, media, consulting, eCommerce, architecture, and other service sectors
- Business Liability Insurance (Betriebshaftpflicht): Annual premiums for business liability coverage protecting against property damage and bodily injury claims
- D&O Insurance (Managerhaftpflicht): Annual premiums for directors and officers liability insurance covering personal liability of executives and supervisors
- Cyber Insurance: Annual premiums for cyber risk coverage including data breaches, cyber attacks, and related damages
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Starting price for professional liability insurance |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Exali product offering
Product offeringCore offering
Exali sells modular professional liability insurance (Berufshaftpflicht) and adjacent liability products (D&O, cyber, business liability, financial loss liability) through a digital insurance platform tailored to freelancers, self-employed professionals, and small-to-medium companies. Coverage is organized by professional vertical (IT, media, consulting, eCommerce, architecture/engineering, service providers, managers) with optional add-on modules, and can be applied for and issued fully online in approximately 5 minutes.
Product overview
Exali operates as a digital insurance portal offering a comprehensive portfolio of professional liability insurance products for freelancers, self-employed professionals, and companies. The core offering consists of industry-specific professional liability insurance (Berufshaftpflicht) products organized by professional sector: IT-Haftpflicht for IT and engineering professionals, Media-Haftpflicht for creative professionals and agencies, Consulting-Haftpflicht for consultants and advisors, eCommerce-Versicherung for online businesses, Berufshaftpflicht für Architekten und Ingenieure for architects and engineers, and Berufshaftpflicht für Dienstleister for general service providers. Additional products include D&O-Versicherung for directors and officers (with corporate, startup, and personal variants), Cyber-Versicherung for cyber risks, and general liability products (Betriebshaftpflicht and Vermögensschadenhaftpflicht). All products feature modular architecture with optional add-on modules, are available through an online application process with policy issuance in approximately 5 minutes, and provide worldwide coverage across 28 European countries.
Differentiator
Problem solved
Functional benefit
Products and services
- IT-Haftpflicht (IT Liability Insurance)
- Media-Haftpflicht (Media Liability Insurance)
- Consulting-Haftpflicht (Consulting Liability Insurance)
- eCommerce-Versicherung (eCommerce Insurance)
- Webshop-Versicherung (Webshop Insurance)
- Portal-Versicherung (Portal Insurance)
- D&O-Versicherung (Directors & Officers Insurance)
- Firmen D&O-Versicherung (Corporate D&O Insurance)
- Startup D&O-Versicherung (Startup D&O Insurance)
- Persönliche D&O-Versicherung (Personal D&O Insurance)
- Berufshaftpflicht für Architekten und Ingenieure (Professional Liability for Architects and Engineers)
- Cyber-Versicherung (Cyber Insurance)
- Berufshaftpflicht für Dienstleister (Professional Liability for Service Providers)
- Berufshaftpflichtversicherung (Professional Liability Insurance)
- Betriebshaftpflichtversicherung (Business Liability Insurance)
- Vermögensschadenhaftpflicht (Financial Loss Liability Insurance)
Quantifiable outcome
- Policy issuance in 5 minutes with immediate coverage confirmation
- +3 more outcomes
Companies that use Exali
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles7 records
Exali technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Exali partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major and minor.
- Randstad professional (formerly GULP)coreIT project portal offering exclusive insurance conditions for registered IT experts and companies since 2004. GULP members receive special rates on IT liability insurance.
- BITMi (Bundesverband IT-Mittelstand e.V.)coreGerman IT industry association representing 1,200+ IT companies. Members receive 10% discount on IT liability insurance through exclusive partner portal.
- LexwaremajorBusiness software provider. Lexware users receive 15% discount on cyber and professional liability insurance in the first year with policy confirmation within 10 minutes.
- sevdeskmajorCloud-based accounting software for freelancers. exali customers receive 60% discount on sevdesk after a free trial period using code EXALI60.
- freelancermapcoreLeading freelance project platform with 300+ daily project postings. Premium members receive exclusive insurance conditions for IT and consulting liability since 2010.
- VGSD (Verband der Gründer und Selbstständigen Deutschland)coreAssociation representing founders and self-employed in Germany with up to 10 employees. Members receive 10% discount on professional liability insurance.
- FALC ImmobilienmajorReal estate franchise company. Licensed real estate brokers receive 5% ongoing discount on professional liability coverage.
- AGD (Allianz Deutscher Designer)majorEurope's largest creative network for freelance designers. Members benefit from comprehensive insurance coverage created in partnership with exali.
- UplinkmajorNetwork of experienced IT freelancers in the DACH region. Members receive 10% discount on IT liability insurance in the first year.
- K2MatchminorB2B startup ecosystem connecting founders with investors and partners. Joint content sharing and exclusive insurance conditions for startup members.
- Zeit.iominorProject time tracking and invoicing platform for freelancers. Promo code 'exali' provides 10% discount on paid Zeit.io services for one year.
- MarkelcorePrimary insurance carrier providing the underlying insurance products for exali customers. Markel Holdings GmbH holds a significant stake in exali AG.
- assecunet GmbHmajorWholly-owned subsidiary of exali AG for active insurance broker partnerships. Handles broker partner relationships requiring regulatory licensing under German law.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Exali competitors and assessment
Company assessmentEmerging players
- Coya: German InsurTech providing digital insurance including liability cover for freelancers and small businesses. Comparable in target customer and digital distribution model, though smaller product breadth than exali.
- Wefox Group: Berlin-headquartered InsurTech aggregator working with brokers and carriers to distribute personal and commercial lines digitally. Less direct overlap but competes for the same InsurTech talent and partnership mindshare, and represents a potential acquirer or channel partner.
Regional players
- DEURAG Deutsche Rechtsschutz-Versicherung: German specialty insurer historically focused on legal protection, with adjacent professional liability offerings for self-employed professionals. Comparable niche-specialty positioning but regional Germany-only footprint and traditional distribution.
Broad incumbents
- Allianz Versicherung: Germany's largest insurer offering Berufshaftpflicht and Betriebshaftpflicht products for self-employed professionals. Overlaps in core product but distributed via agents rather than digital PLG; significant competitive threat from below via price and from above via brand trust.
- VHV Versicherungen: German insurer with significant market share in professional liability (Berufshaftpflicht) for architects, engineers, and consultants. Directly comparable specialty coverage but with traditional distribution; the most entrenched incumbent in exali's A&E and consulting verticals.
- AXA Konzern AG: Major German insurer with established professional liability offerings for freelancers and SMEs. Competes on breadth of coverage and broker relationships rather than digital experience; key incumbent benchmark in exali's core market.
- Hiscox: Global specialty insurer with a strong German professional liability book targeting freelancers, IT/creative professionals, and small businesses. Highly comparable product overlap with exali but distributed via traditional broker channels and serving a broader geographic footprint.
- Barmenia Versicherungen: German mutual insurer offering professional liability and business liability products for freelancers and self-employed. Comparable customer profile and product lines, distributed through traditional broker and direct channels.
Direct peers
- Getsafe: German InsurTech offering digital liability, professional indemnity, and content insurance directly to freelancers and SMBs via a mobile-first app. Most directly comparable peer given shared focus on German-speaking freelancers, digital PLG distribution, and professional liability as core product.
- Friday Insurance: Berlin-based digital insurer offering fully online liability and contents insurance to consumers and small businesses in Germany. Competes directly with exali for the digital-first freelancer buyer and operates a similar self-serve application flow.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Exali social profiles
Digital presenceExali financial estimates
Financial estimateRevenue estimate
Valuation estimate
Exali leadership team
Management profileNumber of profiles
Profiles11 records
Exali subsidiaries and ownership
Company hierarchySubsidiaries1 record
Exali funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Exali 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 Exali
What does Exali do?
Exali sells modular professional liability insurance (Berufshaftpflicht) and adjacent liability products (D&O, cyber, business liability, financial loss liability) through a digital insurance platform tailored to freelancers, self-employed professionals, and small-to-medium companies. Coverage is organized by professional vertical (IT, media, consulting, eCommerce, architecture/engineering, service providers, managers) with optional add-on modules, and can be applied for and issued fully online in approximately 5 minutes.
Is Exali a public or private company?
Exali is a private company. It is classified as corporate owned and is currently operating.
When was Exali founded?
Exali was founded in 2008. It employs 11 to 50 people.
Where is Exali based?
Exali is headquartered in Augsburg, Germany, in the Europe region.
How does Exali make money?
Four revenue lines are on record. Professional Liability Insurance (Berufshaftpflicht) is the primary driver. The others are business Liability Insurance (Betriebshaftpflicht), D&O Insurance (Managerhaftpflicht) and cyber Insurance.
Who are Exali's main competitors?
Emerging players on record are Coya and Wefox Group. DEURAG Deutsche Rechtsschutz-Versicherung is listed as a regional player. Broad incumbents are Allianz Versicherung, VHV Versicherungen, AXA Konzern AG, Hiscox and Barmenia Versicherungen. Direct peers are Getsafe and Friday Insurance.
Does Exali have an API?
No public API is recorded for Exali.
What industry is Exali in?
Exali's product category is Professional Liability Insurance. Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms, with a secondary code of FSAJADAB, Professional Liability (Errors & Omissions). Its NAICS code is 5242 and its SIC code is 6411.