What Hera Life does

Hera Life B.V. is a Dutch insurance intermediary (gevolmachtigd agent) founded in 2017 and headquartered in Den Haag, Netherlands, operating under AFM license 12044880. The company develops, underwrites, and administers insurance products under its own brands (Hera Life Superscherp, Hera Life Superscherp Hypotheek, Hera Zelfverzekerd, Woongarant, Secundus) by holding volmacht (underwriting authority) from six European insurance carriers: BNP Paribas Cardif (primary partner for bank guarantees), Squarelife AG, Euroins AD, Maas Lloyd, Slavia pojišťovna, and Monarch Assurance SE.

The product portfolio centers on overlijdensrisicoverzekering (death risk insurance / ORV) for mortgage protection, supplemented by transactional financial products (bank guarantees up to €50K+ and the "Bieden met Zekerheid" bidding certificate for property purchases up to €75,000), and specialty lines including taxi, classic car, commercial van, passenger transport, and disability income (WIA) insurance. Technology consists of an advisor self-service portal (mijn.heralife.nl), an online Garantietool for bank guarantee applications with 2-hour processing, HDN (Hypotheek Data Netwerk) integration for automated advisor submissions, and a partnership with ZZUPER. The company's ORV product received the only 5-star MoneyView rating for product conditions in the Dutch market in both 2022 and 2023.

Revenue is generated through commission on insurance premiums underwritten via the volmacht arrangements and transaction fees on bank guarantees (€175-€275 for the no-commission variant; €300-€400 including €100 advisor commission). Distribution is exclusively B2B2C through independent Dutch financial advisors (assurantietussenpersonen), with a supplementary direct channel via the wholly-owned Hera Advies Centrum advisory office. The company has 11-50 employees, no disclosed funding or PE backing, and operates solely within the Netherlands.

Name

Hera Life

Legal name

Hera Life B.V.

Website

https://heralife.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Hera Life B.V. is a Dutch authorized insurance agent (gevolmachtigd agent) that develops and distributes death risk insurance, bank guarantees, and specialty vehicle insurance through independent financial advisors and its own Hera Advies Centrum, underwriting on behalf of six European insurance carriers under AFM license 12044880.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Life Insurance (6311), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Whole Life Insurance (FSAIABAA)

akta.pro secondary industries

Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

• Death risk insurance
• Bank guarantee services
• Insurance underwriting agency
• Mortgage protection insurance
• Vehicle insurance products

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Hera Life acts as a gevolmachtigd agent (authorized agent) earning commissions from insurance premiums on death risk insurance, motor insurance, taxi insurance, and other insurance products underwritten by their insurer partners.
2. Bank Guarantee Fees: Fees collected for bank guarantees issued through BNP Paribas Cardif. Pricing is tiered based on guarantee amount: €175-275 for Variant 1 (no commission to advisor) or €300-400 for Variant 2 (with €100 commission to advisor).
3. Bieden Met Zekerheid (BMZ) Guarantee: Guarantee certificate fees for 'Bieden met Zekerheid' product enabling buyers to make bids without financing condition. Maximum coverage €75,000, only charged if purchase succeeds.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Hera Life develops and manages insurance products as a gevolmachtigd agent (authorized underwriting agent) for multiple insurance carriers. Its portfolio centers on overlijdensrisicoverzekering (death risk life insurance) for mortgage protection, bank guarantees (Bankgarantie) processed for BNP Paribas Cardif with 2-hour turnaround during business hours, the Bieden met Zekerheid guarantee certificate enabling buyers to bid on Dutch properties without financing contingency, plus vehicle and disability income protection products. Products are sold exclusively through independent financial advisors via the mijn.heralife.nl portal, HDN integration, or the Garantietool, with Hera Advies Centrum providing direct customer service.

Product overview

Hera Life operates as a gevolmachtigd agent (authorized agent) that develops and manages its own insurance products, distributing them through independent financial advisors and its proprietary Hera Advies Centrum advice center. The product portfolio centers on life insurance products including the core Hera Life ORV (Overlijdensrisicoverzekering) line available under multiple brands (Hera Life Superscherp, Hera Life Superscherp Hypotheek, Hera Zelfverzekerd, Woongarant), supplemented by property-related financial guarantees (Bankgarantie, Bieden met Zekerheid with optional purchase cost coverage), and specialty insurance products for vehicles (Hera Autoverzekering, Online Bestelautoverzekering, taxi insurance variants, NAG classic car/caravan/camper products) and income protection (WIA Woonlastenverzekering). The company acts as an authorized agent for multiple insurers including BNP Paribas Cardif, Squarelife AG, Euroins AD, Maas Lloyd, Slavia pojišťovna, and Monarch Assurance SE.

Differentiator

Problem solved

Functional benefit

Brands

• Hera Advies Centrum: Company's own advisory office through which customers can directly purchase Hera Life insurance products.

Products and services

• Hera Life ORV (Overlijdensrisicoverzekering) Death risk life insurance paying a predetermined amount upon the policyholder's death, used to repay mortgages or provide financial security for surviving family members. Distributed through independent financial advisors in the Netherlands.
• Bankgarantie Bank guarantee service for Dutch property purchases, processed under BNP Paribas Cardif authorization with same-day turnaround during business hours. Two pricing variants: with or without €100 advisor commission.
• Bieden met Zekerheid Guarantee certificate that allows Dutch property buyers to make bids without a financing condition, increasing bid competitiveness. Maximum coverage of €75,000, with the fee charged only if the purchase is successful.
• Hera Autoverzekering Car insurance product available in three coverage tiers: WA (liability only), WA en Beperkt Casco (third-party plus limited comprehensive), and WA en Volledig Casco (fully comprehensive).
• Online Bestelautoverzekering WA Digital-first commercial van insurance available for online purchase, with WA (liability) and Casco (comprehensive) coverage options.
• WIA Woonlastenverzekering Disability income protection insurance that covers mortgage and living expenses if the policyholder becomes unable to work under the WIA (Work and Income according to Labour Capacity Act) framework.
• Hera Taxiverzekering Taxi insurance product covering taxi vehicles including Sprinter variants.
• Online Taxiverzekering Digital-first taxi insurance available for online purchase and management.
• TIS Personenvervoerverzekering Passenger transport insurance covering vehicles used for transporting people, including Sprinter variants.
• NAG Klassieker Compleet Classic car insurance product from NAG Assuradeuren providing complete coverage for classic vehicles.
• NAG Caravan en Vouwwagen Compleet Insurance product for caravans and folding trailers distributed under the NAG Assuradeuren label.
• NAG Klassieke Kampeerauto Insurance product for classic camper vehicles from NAG Assuradeuren.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• BNP Paribas Cardif (Cardif-Assurances Risques Divers)coreStrategic or Co-development PartnerBNP Paribas Cardif is the primary insurance provider for Hera Life's bank guarantee products. Hera Life acts as gevolmachtigd agent processing guarantees under Cardif's authorization. When Cardif is the policy provider, customer (medical) data is shared for insurance execution and legal compliance.
• Squarelife AGminorStrategic or Co-development PartnerInsurance company from which Hera Life holds authority (volmacht) to underwrite and administer insurance products.
• Insurance Company Euroins ADminorStrategic or Co-development PartnerInsurance company from which Hera Life holds authority (volmacht) to underwrite and administer insurance products.
• N.V. Schadeverzekeringsmaatschappij Maas LloydminorStrategic or Co-development PartnerInsurance company from which Hera Life holds authority (volmacht) to underwrite and administer insurance products.
• Slavia pojišťovna a. s.minorStrategic or Co-development PartnerInsurance company from which Hera Life holds authority (volmacht) to underwrite and administer insurance products.
• Monarch Assurance SEminorStrategic or Co-development PartnerInsurance company from which Hera Life holds authority (volmacht) to underwrite and administer insurance products.
• HDN (Hypotheek Data Netwerk)coreTechnology or IntegrationHDN is the digital infrastructure enabling automated insurance application submission between advisors using advisory software and Hera Life's processing systems.
• Hera Advies CentrumcoreOthersHera Life's own advisory office operating under the name Hera Advies Centrum (hera-ac.nl), serving as an internal distribution channel for customers seeking direct advice.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TAF: TAF is a Dutch insurance service provider (gevolmachtigd agent) distributing life, mortgage-related, and income protection products through independent financial advisors — the same business model, channel, and customer base as Hera Life.
• Nedasco: Nedasco is a major Dutch gevolmachtigd agent offering life, health, and non-life products to independent advisors. It mirrors Hera Life's volmacht structure, multi-carrier strategy, and advisor-channel distribution.
• VGM (Volmacht Groep Midden / VGM Zorgverzekeringen): VGM operates Dutch volmacht platforms aggregating multiple insurer products for advisor distribution. Structurally and operationally comparable to Hera Life's multi-carrier volmacht model.
• Lifetri: Lifetri is a Dutch life insurance MGA specializing in ORV and mortgage-related life products distributed via advisors. Direct overlap with Hera Life's flagship ORV (Hera Life Superscherp) offering.

Broad incumbents

• Aevitae: Aevitae is a Dutch insurance specialist (formerly part of VGZ) operating as a gevolmachtigd agent with broader health, life, and income-protection lines, distributed through advisors — a larger incumbent in the same channel.
• Klaverblad Verzekeringen: Klaverblad is a Dutch mutual insurer active in ORV and disability (AOV) products, distributed partly through advisors. Comparable in ORV positioning though broader and carrier-owned rather than pure MGA.
• De Goudse Verzekeringen: De Goudse is a Dutch mid-sized insurer with a strong advisor-distributed life and disability book, including ORV and income-protection products that overlap with Hera Life's portfolio.
• ASR Nederland: ASR is one of the largest Dutch insurers offering life, mortgage, and disability products through advisor channels — a broad incumbent whose life business competes directly with Hera Life's ORV offering.
• Nationale-Nederlanden (NN Group): NN is a major Dutch life and pension insurer with strong ORV and mortgage-protection distribution. Operates broadly across retail and advisor channels; competes with Hera Life's core ORV Superscherp product.
• AnsvarIdea: AnsvarIdea is a Dutch mid-market insurer and gevolmachtigd agent offering life and non-life products through independent advisors — comparable distribution, broader product portfolio than Hera Life.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/heralife.nl
• LinkedInlinkedin.com/company/hera-life-overlijdensfisicoverzekering
• Xx.com/hera_life

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Hera Life