What Advocard does

ADVOCARD Rechtsschutzversicherung AG is a Hamburg-based German legal expense insurance carrier (Rechtsschutzversicherung) operating as a wholly-owned subsidiary of Generali Deutschland AG, which is part of the global Generali Group. Founded circa 1974, the company has operated for approximately 50 years and sells modular legal protection insurance products to two principal segments: private individuals (Privatkunden) and commercial customers (Gewerbekunden) including freelancers and businesses. The product architecture centers on two bundled packages — ADVOCARD-360°-PRIVAT for private consumers (combining mandatory Privat-Rechtsschutz with optional Berufs-, Verkehrs-, and Wohnungs-Rechtsschutz modules) and ADVOCARD-360°-GEWERBE for commercial customers (covering employer, traffic, commercial premises, special criminal legal protection, and debt collection management). Both packages offer unlimited insurance sums, worldwide coverage without temporal limits, criminal bail coverage, and access to mediation and lawyer/advisor search services.

The technology stack is a conventional digital insurance platform featuring an online premium calculator (Beitragsrechner) for self-service quoting, the SERVICE-NAVI navigation tool, the FlexService partnership with LegalBird for on-demand legal Q&A, and 24/7 phone and online legal advice. The platform supports digital contract management and SSL 128-bit encrypted data transmission, with compliance to GDPR, the German Code of Conduct for insurance data processing (since January 2014), and the BFSG accessibility framework (monitored by MLBF, last updated June 2025).

Revenue is generated through recurring monthly insurance premiums (e.g., €37.23/month for a family 360°-PRIVAT package including 19% statutory insurance tax) across a subscription model. Distribution is multi-channel: Deutsche Vermögensberatung AG (DVAG) is the largest partner and provides nationwide face-to-face advisory reach; additional channels include direct phone (24/7) and online sales via advocard.de, plus reselling through Cosmos Direkt and Dialog Versicherung. Marketing combines the Streitlotse educational magazine, a monthly newsletter, social media presence, and Generali Group cross-promotion. Customer segments are horizontally diversified across private, business, and freelance personas, with no individual customer concentration disclosed.

Name

Advocard

Legal name

ADVOCARD Rechtsschutzversicherung AG

Website

https://advocard.de

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

ADVOCARD is a Hamburg-based German legal expense insurance carrier and Generali Deutschland AG subsidiary that sells modular Rechtsschutzversicherung products — 360°-PRIVAT for private individuals and 360°-GEWERBE for businesses — distributed via DVAG, direct online/phone, and Generali partner channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: ADVOCARD generates revenue through recurring insurance premiums charged to policyholders for legal expense insurance coverage. The company offers various modular insurance products (private, occupational, traffic, residential legal protection) that can be combined into comprehensive packages. Premiums are collected monthly as indicated by the contribution calculator showing monthly payment amounts including 19% statutory insurance tax.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

ADVOCARD Rechtsschutzversicherung AG sells legal expense insurance (Rechtsschutzversicherung) products in Germany for both private individuals and commercial customers. Its two main packaged offerings are ADVOCARD-360°-PRIVAT for private customers (covering private, occupational, traffic, and residential legal matters) and ADVOCARD-360°-GEWERBE for entrepreneurs, freelancers, and businesses (covering employer, commercial traffic, commercial premises, criminal, and debt collection matters). The company supplements these packages with digital services such as online and telephone legal consultation, mediation, a premium calculator, and the SERVICE-NAVI digital service navigation tool.

Product overview

ADVOCARD is a German legal expenses insurance provider (Rechtsschutzversicherung) offering comprehensive legal protection products for both private individuals and commercial customers. The product portfolio centers on two main insurance packages: ADVOCARD-360°-PRIVAT and ADVOCARD-360°-GEWERBE. ADVOCARD-360°-PRIVAT provides private customers with basic Privat-Rechtsschutz as foundational coverage, expandable with optional modules for Berufs-Rechtsschutz (employment), Verkehrs-Rechtsschutz (traffic), and Wohnungs-Rechtsschutz (residential). The commercial ADVOCARD-360°-GEWERBE package includes employer legal protection, traffic legal protection for companies, commercial premises protection, special criminal legal protection, and debt collection management (Forderungsmanagement). Both packages feature unlimited insurance sums and bail coverage with worldwide protection. The company also offers supplementary services including an online premium calculator (Beitragsrechner), the ADVOCARD-SERVICE-NAVI for service navigation, a FlexService partnership with LegalBird for legal question answering, lawyer and advisor search tools, and the Streitlotse educational magazine covering various legal topics. ADVOCARD has operated for approximately 50 years and is a subsidiary of Generali Deutschland AG.

Differentiator

Problem solved

Functional benefit

Brands

• ADVOCARD-360°-PRIVAT: Comprehensive private legal insurance package covering private, traffic, housing, and professional legal protection
• ADVOCARD-360°-GEWERBE
• Streitlotse

Products and services

• ADVOCARD-360°-PRIVAT

Quantifiable outcome

• One legal dispute starts in Germany every 4 seconds

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Generali Deutschland AGcoreOthersADVOCARD is a subsidiary of Generali Deutschland AG, the second-largest primary insurance group in Germany. Generali Group is a multinational insurance company present in nearly 200 countries with more than 400 companies and 71,000 employees. ADVOCARD operates as part of the Generali Group's strategy to provide simple and smart solutions with customer focus.
• Deutsche Vermögensberatung AG (DVAG)coreChannel Partner/ Reseller/ DistributorDVAG is Germany's largest independent financial advisory company, operating since 1975. It serves millions of customers through a comprehensive allfinanz consulting approach, placing customers' financial goals and wishes at the center. ADVOCARD products are distributed through DVAG's nationwide advisor network.
• Cosmos DirektminorChannel Partner/ Reseller/ DistributorCosmos Direkt is an online direct insurer through which ADVOCARD products are also available to consumers.
• Dialog VersicherungminorChannel Partner/ Reseller/ DistributorDialog Versicherung is an insurance company offering ADVOCARD products through their distribution channels.

Scale indicators1 record

Recent moves2 records

Expansion highlights5 records

Direct peers

• ARAG SE: Germany's largest dedicated legal expense insurance group and the segment leader. Closest direct competitor with overlapping private and commercial Rechtsschutz products, comparable modular architecture, and similar nationwide distribution.
• DEURAG Deutsche Rechtsschutz-Versicherung AG: German legal expense insurance carrier offering comparable private and commercial Rechtsschutz products. Direct peer on core product category and customer segments.
• Roland Rechtsschutz-Versicherungs-AG: Specialist German legal expense insurer with private and commercial coverage. Direct rival on product structure (modular tariffs), target customer (privat/Gewerbe), and go-to-market.
• Concordia Rechtsschutz-Versicherungs-AG: Part of the Concordia Group, providing legal expense insurance alongside other personal lines in Germany. Competes in the same private and SME Rechtsschutz category.

Emerging players

• LegalBird: Digital legal-services platform currently partnering with Advocard on FlexService. Represents the emerging digital legal advice / on-demand lawyer category that could expand into full-stack legal expense insurance.

Broad incumbents

• HUK-COBURG: Large German mutual insurer offering legal expense insurance within its broad personal lines portfolio. Competes for the same private customer base with a similar bundled proposition.
• Zurich Versicherung Deutschland: German arm of Zurich Insurance Group offering legal expense cover alongside commercial and personal lines. Competes for SME and private customers in the same addressable market.
• R+V Versicherung: Cooperative insurer offering legal expense coverage as part of a multi-line personal and commercial book. Indirect competitor reaching similar customer segments via cooperative banking channels.
• ERGO Group: Munich Re subsidiary offering legal expense insurance as part of a broad multi-line insurance portfolio. Competes via bundling within its larger product suite rather than as a specialist.
• Allianz Deutschland: Germany's largest insurer with legal protection bundled inside its broader personal and commercial product portfolio. Competes on convenience and cross-sell rather than on Rechtsschutz specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/advocard
• YouTubeyoutube.com/DVAGfilme
• Facebookfacebook.com/advocard.rechtsschutzversicherung
• LinkedInlinkedin.com/company/advocard-rechtsschutzversicherung
• Instagraminstagram.com/dvag.de

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Advocard