What LAQO does

LAQO is a 100% digital insurance brand launched in 2020 in Croatia, operating as the digital-first subsidiary brand of Croatia Osiguranje d.d., the country's largest and oldest insurer. LAQO offers four core insurance lines through fully paperless, self-serve channels: vehicle insurance (compulsory third-party and Kasko comprehensive for cars, motorcycles, and vans), property insurance (houses, apartments, holiday homes, rental properties), travel insurance (single and multi-trip), and pet insurance (dogs and cats under the Vau/Mijau branding). Distribution is direct-to-consumer via the laqo.hr website, iOS/Android mobile application, and conversational channels (WhatsApp, Viber, Facebook Messenger). Payment rails include cards, KEKS Pay, Aircash, bank transfer, and notably cryptocurrency via PayCek.

The technology layer is mobile-first, with an AI agent named Pavle Pauq (LAQO GPT) deployed in July 2023 as what the company describes as the first ChatGPT-powered customer service deployment by a European financial services or insurance brand. The agent handles policy inquiries, coverage explanations, and claims guidance 24/7, with seamless handoff to human agents. Supporting features include an online insurance calculator, instant digital claims processing (with the company reporting a fastest purchase of 58 seconds and fastest payout of 17 hours), the LAQOsfera tiered loyalty program with Q points, the Moj Majstor bundled emergency home repair service, the LaqoPrevent road safety rewards program, and a pay-per-kilometer usage-based pricing model. The platform integrates with WSPay for PCI DSS-compliant payment processing and supports partner discounts at Bolt, Pet Centar, Croatia Poliklinika, and Maistra.

The business model is subscription-based recurring premiums on annual policies with monthly payment options. Customer acquisition is product-led growth: consumers calculate prices online, complete purchase without an agent, and manage everything via app or messaging. Pricing is publicly transparent through the online calculator, with a 50% new-customer bonus on compulsory auto insurance, a 20% Kasko discount when bundled, and tiered loyalty rewards. The customer base is long-tail individual consumers across Croatia, with no physical branches and no named enterprise or SMB anchor accounts. Average policy sizes are modest, with LAQOsfera tiers topping out at the 800+ EUR Elite threshold, indicating typical policies in the low hundreds of euros. Customer satisfaction is self-reported at 4.7/5.

Name

LAQO

Legal name

CROATIA OSIGURANJE d.d.

Website

https://laqo.hr

Company type

Public

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

LAQO is a 100% digital insurance brand in Croatia offering vehicle, property, travel, and pet insurance through a self-serve website, mobile app, and AI-enabled messaging channels, operating under the regulatory and capital backing of Croatia Osiguranje.

Ownership category

akta.pro rank

Product category

Digital Personal Lines Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industry

Travel & Accident (Non-Life) Insurance (FSAJAMAN)

Keywords

• Digital insurance
• Vehicle insurance
• Property insurance
• Pet insurance
• Travel insurance

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Insurance: Compulsory auto insurance (obvezno) and Kasko (comprehensive) insurance for cars, motorcycles, and vans up to 3.5 tonnes. Includes additional options: towing and assistance, driver and passengers coverage, bonus protection, hail, glass breakage, and Kasko Basic+. Revenue generated through annual or monthly premium payments.
2. Property Insurance: Insurance for residential properties including houses, apartments, holiday homes, and rental properties. Covers building structure and/or household contents. Optional add-ons: earthquake, flood, water leakage, glass breakage, equipment and appliances, burglary. Revenue from annual policies with monthly payment option available after first year.
3. Travel Insurance: Travel insurance for trips outside Croatia, available as single trip or multi-trip annual coverage. Includes 24/7 assistance.
4. Pet Insurance: Insurance for dogs and cats (Vau/Mijau packages) covering veterinary expenses. Additional options include prevention and treatment coverage.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

LAQO sells fully digital personal lines insurance products directly to Croatian consumers through its website and mobile app. Core offerings include vehicle insurance (compulsory third-party and Kasko comprehensive), property insurance for homes and apartments, travel insurance, and pet insurance for dogs and cats. The entire process from quote to claims is paperless, with the fastest recorded purchase completed in 58 seconds and fastest claim payout in 17 hours.

Product overview

LAQO is a 100% digital insurance company and the first in Croatia, operating as part of Croatia Osiguranje. The product portfolio includes four core insurance lines: vehicle insurance (mandatory third-party and Kasko comprehensive), property insurance (for houses, apartments, holiday homes, and rental apartments), travel insurance, and pet insurance (dogs and cats). These are delivered through the LAQO mobile app and WhatsApp channel. The ecosystem includes loyalty program LAQOsfera with Q points, LAQO Butik for point redemption, Moj Majstor emergency home repair service, LaqoPrevent road safety program, and the LAQO GPT AI assistant. All products are fully digital with no paperwork, instant policy delivery, and fast claims processing.

Differentiator

Problem solved

Functional benefit

Products and services

• Osiguranje vozila (Vehicle Insurance) Digital vehicle insurance providing compulsory third-party coverage (Obvezno) and comprehensive Kasko coverage for cars, motorcycles, and vans up to 3.5 tonnes. Optional add-ons include roadside assistance, driver/passenger coverage, bonus protection, hail, glass breakage, and Kasko Basic+. Customers can purchase instantly online with 50% bonus for new customers and 20% Kasko bundle discount.
• Osiguranje imovine (Property Insurance) Digital property insurance covering houses, apartments, holiday homes (vikendice), and rental properties. Covers building structure and/or household contents with optional add-ons for earthquake, flood, water leakage, glass breakage, equipment/appliances, and burglary. Annual policies with monthly payment option after the first year. Includes the Moj Majstor 24/7 emergency home repair service.
• Putno osiguranje (Travel Insurance)

Quantifiable outcome

• Fastest recorded purchase: 58 seconds
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability3 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• BoltminorGTM or Marketing PartnerBolt is a partner in LAQOsfera loyalty program. LAQO customers in Start tier get 10% discount, Pro tier gets 15% discount, and Elite tier gets 20% discount on Bolt rides.
• Pet CentarminorGTM or Marketing PartnerPet Centar is a partner in LAQOsfera loyalty program. LAQO customers in Start tier get 15% discount and Elite tier gets 15% discount at Pet Centar pet stores.
• Croatia PoliklinikaminorGTM or Marketing PartnerCroatia Poliklinika is a partner in LAQOsfera loyalty program. LAQO customers receive healthcare discounts: 15% for Pro tier and 20% for Elite tier.
• MaistraminorGTM or Marketing PartnerMaistra is a partner in LAQOsfera loyalty program. LAQO Elite tier customers receive 15% discount at Maistra hotels and resorts.
• WSPaycoreTechnology or IntegrationWSPay provides secure online payment processing for LAQO insurance purchases. Supports credit and debit card payments with PCI DSS L1 certification and 256-bit SSL encryption.
• Croatia OsiguranjecoreOthersCroatia Osiguranje d.d. is the parent company of LAQO. LAQO operates as the first 100% digital insurance brand within the Croatia Osiguranje group, leveraging the parent company's regulatory license, financial backing, and operational infrastructure. Croatia Osiguranje is the largest and oldest insurance company in Croatia, a market leader focused on digitization.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lemonade: US-listed digital-first insurance carrier selling renters, homeowners, pet, and auto insurance entirely through mobile app and AI chatbot (Maya/Jim). Closest global analogue to LAQO's mobile-first, AI-augmented, multi-line digital insurance model.
• Clark: German digital insurance broker app aggregating multiple carriers for property, vehicle, and life insurance. Comparable to LAQO as a digital intermediary simplifying insurance purchase and ongoing policy management for consumers.
• ByMiles: UK pay-per-mile auto insurance carrier offering app-based usage-based pricing for low-mileage drivers. Closest functional peer to LAQO's pay-per-kilometer vehicle insurance product.
• Wefox: Europe-based digital insurance platform connecting customers with carriers via app, with embedded AI-driven policy management. Comparable to LAQO's role as a digital distribution layer for its parent's underwriting capacity.
• Zego: UK digital-first insurer specializing in motor and gig-economy vehicle insurance with usage-based pricing. Directly comparable to LAQO's vehicle insurance focus and its 'Manje voziš, manje plaćaš' pay-per-km pricing innovation.
• Getsafe: German digital insurer offering liability, home, and pet coverage via app with self-serve onboarding. Shares LAQO's fully digital onboarding, multi-line personal lines portfolio, and European/EEA target customer.

Broad incumbents

• Allianz Direct: Direct-to-consumer digital arm of Allianz operating across multiple European markets for motor and home insurance. Represents the incumbent digital-channel response that LAQO faces from established global carriers.
• Generali Osiguranje Hrvatska: Croatian subsidiary of global insurer Generali offering motor, property, and life insurance domestically. Directly competes with LAQO across all four of LAQO's product lines within the same Croatian market.

Regional players

• Triglav Group: Slovenia-based insurance group with strong Adriatic/Croatian presence and multi-line products. Relevant regional peer competing for the same Croatian consumer wallet as LAQO.
• UNIQA Insurance Group: Austria-headquartered CEE insurance group with significant operations in Croatia and neighboring markets. Comparable to LAQO as a regional multi-line insurer operating in the same CEE geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/laqohr
• Instagraminstagram.com/laqohr
• TikToktiktok.com/@pavle_pauq
• LinkedInlinkedin.com/company/laqohr

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 LAQO