What Direct Pojistovna does

Direct Pojišťovna, a.s. is a Czech digital-first non-life insurer headquartered in Brno, founded in 2015 when VIGO Group (led by Pavel Řehák) acquired Triglav pojišťovna. The company underwrites motor (auto, motorcycle, scooter, quadricycle, and electric vehicle), property, travel, pet, personal liability, and small-business insurance products across the Czech Republic, with expansion into Poland from 2024 targeting 400,000 Polish clients. Distribution is anchored on direct digital channels — the direct.cz website, the Direct mobile app for iOS/Android (managing policies, digital green cards, STK/vignette/service reminders, and claims), and a developer portal (developers.direct.cz) for API access — augmented by channel partnerships with MONETA Money Bank and NN, and a broker portal for commercial lines.

The core technology platform is a digital-first, automated self-service stack supporting online quote-to-bind, contract management, claims reporting, and a virtual assistant ("Tonda") for roadside assistance, paired with AI-assisted computer vision used in the mobile app for rapid vehicle image capture during auto quotation. The company also operates Direct Auto service centers (including the acquisition of one of the largest auto centers in Prague in 2021), enabling a vertically integrated claims and repair experience for comprehensive auto policyholders.

Revenue is generated via recurring premium subscriptions across multiple product lines, with disclosed gross written premium equivalent (portfolio value) of 3.8 billion CZK at end of 2024 — an 8.0x increase since the 2015 Triglav takeover — plus a 150 million PLN Polish book. Pricing emphasizes online purchase discounts (15% for auto liability, 50% for property) and differentiated features such as unlimited pet accident payouts, no-coverage-limit property insurance, and anytime cancellation. As of 2024/2025, Direct serves more than 580,000 clients across motor, property, pet, and travel lines, and is positioned as the fastest-growing non-life insurer in the Czech Republic, with growth funded through three debt issuance rounds (2022, 2023, 2025) by Direct Financing s.r.o.

Name

Direct Pojistovna

Legal name

Direct pojišťovna, a.s.

Website

https://direct.cz

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Direct Pojišťovna is a Czech digital-first non-life insurance company offering motor, property, travel, pet, liability, and small-business insurance to over 580,000 individual and SME customers in the Czech Republic and Poland, distributed primarily through its website and mobile app.

Ownership category

akta.pro rank

Product category

Non-life Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Claims Management & Digital FNOL Platforms (FSAGAGAC)

akta.pro secondary industry

Mid-Market Commercial Package (Package Policies) (FSAJAFAB)

Keywords

• Non-life insurance
• Digital auto insurance
• Personal property insurance
• Pet insurance policies
• Small business insurance

Headquarters

HQ city

Brno

HQ country

Czechia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Auto Insurance: Comprehensive auto insurance products including mandatory liability (povinné ručení), comprehensive coverage (havarijní pojištění), motorcycle insurance, scooter and ATV coverage. Core revenue driver representing majority of portfolio. Customers can add equipment coverage (helmets, jackets, gloves, etc.) to vehicle policies.
2. Property Insurance: Homeowners and renters insurance covering houses, apartments, chalets. Includes coverage for natural disasters, storms, flooding, and tornado damage. Premium tier offerings with broadest market coverage.
3. Travel Insurance: Travel insurance products including family coverage, mountain/ski coverage, ticket insurance, and cancellation coverage. Won Zlatá Koruna awards for best travel insurance in 2023 and 2024.
4. Pet Insurance: Insurance for dogs and cats covering accidents and illness. Unique offering with unlimited accident coverage (no cap on payouts for accidents), preventive care contributions, and online vet consultations. Coverage valid worldwide.
5. Liability Insurance: Personal liability insurance ('pojištění odpovědnosti') covering damages to others, commonly referred to as 'pojištění na blbost' (stupidity insurance). Covers accidental property damage, neighbor flooding, and ski slope accidents.
6. Business Insurance: Insurance products for entrepreneurs, self-employed, and businesses including business interruption, machinery, fleet insurance, and real estate agent coverage. Targets small businesses and self-employed professionals.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Direct Pojišťovna is a digital-first non-life insurance carrier that sells personal and small-business insurance policies (auto, motorcycle, electric vehicle, travel, property, pet, liability, and business insurance) online and via mobile app. Customers can purchase, modify, and cancel policies entirely through the Direct website or app, with AI-assisted quoting (vehicle photography), digital green-card storage, and 24/7 assistance coordination via the virtual assistant 'Tonda'. The company distributes primarily directly to Czech consumers, supplemented by bank and broker partnerships for business lines.

Product overview

Direct Pojistovna is a Czech digital insurance company offering online and mobile-based insurance services with the unique proposition of being able to cancel contracts at any time. The product portfolio spans vehicle insurance (auto, motorcycle, electric vehicles, scooters, quadricycles), travel insurance, pet insurance (dogs and cats), property insurance (apartments, houses, renters), liability insurance, and business insurance for entrepreneurs and commercial entities. Services are delivered through the Direct mobile application (appka) for policy management and claims processing, with API access available through the developer portal. The company positions itself as a fast, online-first insurer with AI-powered features including vehicle photography and virtual operator assistance.

Differentiator

Problem solved

Functional benefit

Brands

• Direct Auto: Auto sales and service centers
• Direct Fidoo
• Direct Technologies
• Direct Fondee
• Direct Nadace

Products and services

• Auto Insurance Vehicle insurance for cars combining Czech mandatory third-party liability (povinné ručení) and voluntary comprehensive cover (havarijní pojištění), with online purchase discount, digital green card, and coverage limits up to 250 million CZK; intended for individual car owners.
• Motorcycle Insurance Insurance for motorcycle owners covering mandatory liability and voluntary comprehensive cover, with seasonal policy flexibility (cancel anytime) and available add-on gear cover for helmets, jackets, gloves, boots, airbags, and intercoms.
• Electric Vehicle Insurance Specialized motor insurance for electric vehicles with dedicated EV battery-fire-damage cover; targeted at electric-vehicle owners.
• Travel Insurance Travel insurance covering family trips, mountain/ski activities, ticket insurance, and trip cancellation, including medical coverage abroad; available for individual travelers and families with no age limit, single-trip or annual.
• Property Insurance Homeowners, renters, and holiday-home insurance covering houses, apartments, chalets, and tenanted properties against natural disasters, storms, flooding, and tornado damage, with no coverage limits and a 50% online-purchase discount.
• Pet Insurance Insurance for dogs and cats covering accidents (unlimited accident payouts with no cap) and illness, with optional Standard or Premium tiers including preventive care contributions and 24/7 online veterinary consultations; coverage is valid worldwide with pets insured from 50 days of age (dog from 299 CZK/month, cat from 199 CZK/month).
• Personal Liability Insurance Personal liability insurance (pojištění odpovědnosti, colloquially 'pojištění na blbost') covering accidental damage to others, neighbor flooding, and ski-slope incidents for individuals and households.
• Business Insurance Insurance package for Czech entrepreneurs, self-employed professionals, and small businesses covering business interruption, machinery and equipment, real-estate-agent professional liability, and related commercial risks.
• Fleet Insurance Vehicle fleet insurance for businesses providing comprehensive cover across multiple vehicles with flexible combinations, targeted at commercial fleet operators.

Quantifiable outcome

• Every 10th car, apartment, or house in Czech Republic is insured with Direct
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability3 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, strategic and minor.

• Direct AutocoreStrategic or Co-development PartnerPart of Direct Group ecosystem. Auto service centers offering normal and honest car service, tire changes within 300 seconds, and mobility guarantee. Multiple autocenters acquired including one of largest in Prague.
• Direct FondeecoreStrategic or Co-development PartnerPart of Direct Group ecosystem providing investment services. Direct family company.
• Direct FidoocoreStrategic or Co-development PartnerPart of Direct Group ecosystem providing business financial management services.
• Direct TechnologiescoreTechnology or IntegrationPart of Direct Group operating developer portal (developers.direct.cz) providing API services and technical integrations.
• Direct FoundationcoreOthersPart of Direct Group focused on helping disadvantaged children and their development. Corporate social responsibility and ESG initiatives.
• MONETA Money BankstrategicChannel Partner/ Reseller/ DistributorStrategic partnership offering auto insurance with highest limits on Czech market. Distribution through MONETA banking network.
• NN (Nationale-Nederlanden)strategicChannel Partner/ Reseller/ DistributorStrategic partnership for selling non-life insurance products through NN distribution network. Launched in 2015.
• Digital AssistanceminorImplementation/ SI/ Consulting PartnerVehicle towing service provider. Odtah vozidla (vehicle towing) ordered through Direct platform. Provides 24/7 roadside assistance coordination via virtual assistant Tonda.

Scale indicators9 records

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• UNIQA pojišťovna: Austrian-rooted insurer with strong CEE presence (Czech Republic, Slovakia, Poland, Hungary). Competes in motor and property; relevant peer given Direct's regional expansion strategy and shared CEE focus.
• Allianz pojišťovna: Global insurance giant's Czech subsidiary offering full P&C, life, and health products. Competes in auto, property, and travel insurance with strong brand and agent network; Direct's online offering directly challenges Allianz's traditional model.
• Kooperativa pojišťovna: Second-largest Czech non-life insurer and part of Vienna Insurance Group. Offers full P&C and life portfolio; primary head-to-head competitor for Direct's motor and property lines in the Czech market.
• Česká pojišťovna: Largest Czech insurance carrier with broad P&C, life, and health portfolio. Serves as the dominant incumbent against which Direct competes; notably, multiple Direct executives (CEO, board members) are ex-Česká pojišťovna, indicating direct talent and competitive overlap.
• Generali Česká pojišťovna: Czech arm of Generali Group offering comprehensive P&C and life products. Specifically cited in Direct customer reviews as a slower, more bureaucratic alternative, making Generali a key incumbent Direct disrupts on digital experience.

Emerging players

• Wefox: European insurtech operating a digital insurance platform with broker enablement and direct-to-consumer offerings across DACH and other European markets. Comparable scale and digital ambition to Direct within continental Europe.
• Getsafe: German digital-first insurtech offering mobile-managed P&C products (home, liability, pet, legal). Closest European direct peer by digital model, providing benchmarking for Direct's digital-first unit economics and CAC.

Regional players

• PZU: Poland's dominant insurance carrier with ~30%+ market share, state-tied legacy. Primary incumbent Direct must displace or coexist with in its newly entered Polish market; comparison critical for assessing Direct's Poland expansion trajectory.

Direct peers

• Lemonade: US-listed AI-native digital insurance carrier using mobile-first platform, zero-paperwork claims, and behavioral economics. Closest analog to Direct's digital-first, self-service insurance model applied to property, pet, and lifestyle lines.

Others

• NN (Nationale-Nederlanden): Dutch insurance group's Czech subsidiary and existing Direct distribution partner. Acts as both partner (for non-life distribution) and competitor (life and P&C overlap), making NN a uniquely entangled strategic counterparty in the Czech market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC88y85vPPeA6N0JqIwMG3lA
• Xx.com/direct_poj

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 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 Direct Pojistovna