Lion Insurance

What Lion Insurance does

Lion Insurance (operating as Assurance du Lion) is a French private insurance company headquartered in Mulhouse that specializes in underwriting non-standard and high-risk personal and commercial lines. Its core offering is auto insurance for drivers rejected by mainstream insurers — including those with malus penalty points, alcohol- or drug-related offenses, license suspensions or revocations, multiple at-fault claims, and policy cancellations for non-payment. The product portfolio extends into motorcycle insurance for penalized riders, taxi and VTC professional liability, home insurance for non-standard profiles, and commercial insurance for small businesses.

The company runs a phone-led inside-sales distribution model supported by an online quote-request funnel, operating from a France-based team with advertised 20 years of domain experience. Its revenue model is recurring subscription premiums on auto, moto, taxi/VTC, home, and commercial policies, with quote-based pricing that varies by driver profile, vehicle, and annual kilometers. Marketing is anchored by content (blog 'Les conseils du Lion'), organic social (Facebook, YouTube), and earned-media positioning on French broadcast channels (TF1, M6, W9, BFM TV).

The company is privately held with no disclosed institutional investors, parent company, subsidiaries, or funding rounds. Headcount sits in the 11–50 range, geographic footprint is France-only, and no AI/ML capabilities, patents, partnerships, or management-team disclosures are present in the source data. Revenue is not publicly disclosed.

Name

Lion Insurance

Legal name

Assurance du Lion

Website

https://assurancedulion.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Assurance du Lion is a France-based private insurer specializing in non-standard auto coverage for high-risk drivers (malus, DUI, license revocations, cancellations), with additional moto, taxi/VTC, home, and small-business lines.

Ownership category

akta.pro rank

Product category

Specialty / Non-Standard Auto 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

Commercial Auto & Fleet Insurance (FSAJAMAB)

Keywords

• Non-standard auto insurance
• High-risk driver coverage
• Malus motor insurance
• Taxi VTC insurance
• Specialty insurance France

Headquarters

HQ city

Mulhouse

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Recurring insurance premiums collected from policyholders for auto, moto, taxi/VTC, home, and commercial coverage. Subscription-based model with ongoing premium payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Assurance du Lion underwrites and distributes specialty insurance in France for drivers considered uninsurable by mainstream carriers, including auto insurance for penalized (malus) drivers and for specific risk profiles such as DUI (alcoolémie), drug-related offenses (stupéfiants), license cancellation (résiliation/conducteur résilié), and non-payment cases. The portfolio is rounded out with motorcycle insurance for penalized riders, taxi and VTC professional driver coverage, home insurance, and small commercial insurance for shopkeepers, with quotes and policy placement handled primarily through inbound phone and web requests.

Product overview

Assurance du Lion is a specialized insurance provider offering a portfolio of products designed for high-risk drivers and professional transport operators. The core offering consists of auto insurance (Assurance Auto Malus) and motorcycle insurance (Assurance Moto pour Malussé) for drivers with penalty points, alcohol/drug offenses, license suspensions, or multiple claims. Additional offerings include Taxi/VTC professional liability insurance and supplementary home and business insurance products. The company positions itself as an alternative to traditional insurers for clients rejected by standard insurance markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Assurance Auto Malus Specialty auto insurance policy for drivers who have been penalized under the French Bonus-Malus system, including coverage scenarios for alcohol-related offenses, drug-related offenses, license cancellation/rescission, and prior non-payment of premiums. Intended for individual French drivers who cannot obtain standard coverage from mainstream insurers.
• Assurance Moto pour Malussé Specialty motorcycle insurance for riders with a degraded Bonus-Malus coefficient or prior cancellation/non-payment history, addressing profile types that mainstream motorcycle insurers typically decline or surcharge. Targeted at individual French motorcyclists.
• Assurance Taxi / VTC Professional liability and vehicle insurance designed for French taxi and VTC (private hire / ride-hailing) drivers, combining the regulatory cover required for passenger transport activity with vehicle protection. Intended for self-employed professional drivers and small fleet operators.
• Assurance Habitation Homeowners and tenants insurance (assurance habitation) covering the dwelling and contents for French residents. Sited within the company's portfolio as an additional line to its specialty auto and moto products.
• Assurance Commerce Pro Small-business insurance for shopkeepers (commerçants), covering professional liability and premises-related risks. Targets French small commercial operators rather than individual consumers.

Quantifiable outcome

• 95% of customers satisfied with claims processing
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Otherwise (autrement): French digital auto insurer created by Allianz targeting non-standard and price-sensitive drivers. Comparable as a specialty French auto insurer expanding access for profiles traditional carriers decline.
• Solly Azar: French insurance broker specializing in atypical and high-risk auto profiles. Operates as a distribution partner for carriers and directly competes for the résilié/malus customer.
• April Moto: French specialty motorcycle and two-wheeler insurer with a strong niche focus on riders with penalty points or atypical profiles. Directly comparable to Assurance du Lion's malussé moto line on target segment and underwriting approach.
• Mutuelle des Motards: French mutual insurer specializing in motorcycle and high-risk two-wheeler coverage. Comparable as a French specialty vehicle insurer serving drivers that mainstream carriers decline.
• L'Olivier Assurance: French online insurer focused on atypical and high-risk auto profiles (malus, résiliés). Directly competes with Assurance du Lion for the same rejected-driver segment using a digital quote-and-bind model.

Broad incumbents

• Allianz France: Large French P&C insurer with broad auto coverage; relevant as a standard-market incumbent that rejects many of the profiles Assurance du Lion serves.
• AXA France: One of France's largest P&C insurers with broad auto and home coverage. Represents the standard-market incumbent against which Assurance du Lion positions itself as the alternative for rejected drivers.
• Covéa (MAAF, MMA, GMF): Major French mutual insurance group offering auto, home, and commercial lines through MAAF, MMA, and GMF. Broad incumbent competing with Assurance du Lion across personal auto, with specific non-standard offerings in some segments.
• Groupama: Major French mutual insurer with deep auto, home, and commercial offerings, including regional mutuals serving high-risk profiles. Broad incumbent comparison for Assurance du Lion's specialty positioning.

Emerging players

• Luko (acquired by Crédit Mutuel): French insurtech that built a digital-first home and auto insurer. Represents the emerging digital-native model that could disrupt specialty auto distribution and pricing going forward.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCN2zWIBMS3SK6Z2qosZjozA
• Facebookfacebook.com/lassurancedulion
• LinkedInlinkedin.com/company/assurance-du-lion

Revenue estimate

Valuation estimate

Number of profiles

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 Lion Insurance