Exali

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.

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

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

• Professional liability insurance
• IT liability insurance
• Media liability insurance
• D&O insurance
• Cyber liability insurance

Headquarters

HQ city

Augsburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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
2. Business Liability Insurance (Betriebshaftpflicht): Annual premiums for business liability coverage protecting against property damage and bodily injury claims
3. D&O Insurance (Managerhaftpflicht): Annual premiums for directors and officers liability insurance covering personal liability of executives and supervisors
4. Cyber Insurance: Annual premiums for cyber risk coverage including data breaches, cyber attacks, and related damages

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers7 records

Segments7 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core, major and minor.

• Randstad professional (formerly GULP)coreGTM or Marketing PartnerIT 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.)coreGTM or Marketing PartnerGerman IT industry association representing 1,200+ IT companies. Members receive 10% discount on IT liability insurance through exclusive partner portal.
• LexwaremajorGTM or Marketing PartnerBusiness software provider. Lexware users receive 15% discount on cyber and professional liability insurance in the first year with policy confirmation within 10 minutes.
• sevdeskmajorGTM or Marketing PartnerCloud-based accounting software for freelancers. exali customers receive 60% discount on sevdesk after a free trial period using code EXALI60.
• freelancermapcoreGTM or Marketing PartnerLeading 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)coreGTM or Marketing PartnerAssociation representing founders and self-employed in Germany with up to 10 employees. Members receive 10% discount on professional liability insurance.
• FALC ImmobilienmajorGTM or Marketing PartnerReal estate franchise company. Licensed real estate brokers receive 5% ongoing discount on professional liability coverage.
• AGD (Allianz Deutscher Designer)majorGTM or Marketing PartnerEurope's largest creative network for freelance designers. Members benefit from comprehensive insurance coverage created in partnership with exali.
• UplinkmajorGTM or Marketing PartnerNetwork of experienced IT freelancers in the DACH region. Members receive 10% discount on IT liability insurance in the first year.
• K2MatchminorGTM or Marketing PartnerB2B startup ecosystem connecting founders with investors and partners. Joint content sharing and exclusive insurance conditions for startup members.
• Zeit.iominorGTM or Marketing PartnerProject time tracking and invoicing platform for freelancers. Promo code 'exali' provides 10% discount on paid Zeit.io services for one year.
• MarkelcoreOthersPrimary insurance carrier providing the underlying insurance products for exali customers. Markel Holdings GmbH holds a significant stake in exali AG.
• assecunet GmbHmajorChannel Partner/ Reseller/ DistributorWholly-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

Emerging 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

• YouTubeyoutube.com/channel/UCpKHxdnkcWqvaPrIp091NSQ
• Facebookfacebook.com/exali.de
• Instagraminstagram.com/exali_de
• LinkedInlinkedin.com/company/exali-gmbh
• Xx.com/exali

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Exali