What Proflora Service does

Proflora Service S.n.c. is a privately held Italian partnership (tax ID P.I. 08439180152) founded in 1977 and headquartered at Via Agostino Bertani 10 in Milan. The company operates proflora.it, a WordPress-based online directory covering the Italian ortoflorovivaismo sector - the combined horticulture, floriculture, and (since February 2018) protected greenhouse vegetable cultivation industries. It is the digital successor to the printed Annuario Proflora, which mapped the sector from 1977 until the online portal launched in 2013 and was rebuilt as smartphone-optimized Rubrica 2.0 in February 2018.

The core commercial offering is a self-service B2B directory in which Italian growers, nurseries, florists, materials suppliers, and equipment vendors purchase annual company listings, sold in two tiers: Scheda Azienda at €49/year (basic contact listing) and Scheda Azienda con Logo at €99/year (with logo, geolocated map, and image gallery). Company profiles can be published in Italian, English, or German. Paid add-on modules include homepage banner placement, DEM email marketing campaigns distributed to a proprietary database of approximately 6,500 email addresses, and physical postal mailings sent to approximately 8,000 addresses of Italian horticultural operators. A separate insurance agency line distributes Hortisecur greenhouse insurance policies through a long-standing partnership with German underwriter Gartenbau Versicherung VVaG (in place since 1997, relaunched in 2017 as a pan-European product), with a government subsidy covering roughly 50% of premiums for policyholders.

Proflora's go-to-market is essentially self-service online, supplemented by participation in Italian trade shows such as Myplant in Milan. The company has 11-50 employees, no outside investors, and no disclosed parent. Customers are exclusively SMBs in the Italian horticulture value chain, served through annual auto-renewing subscriptions. Beyond its domestic directory core, Proflora's principal adjacent revenue stream is the insurance distribution partnership, which leverages the same operator database built up over four and a half decades of operation.

Name

Proflora Service

Legal name

Proflora Service S.n.c.

Website

https://proflora.it

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Proflora Service operates proflora.it, an online B2B directory covering the Italian horticulture, floriculture, and greenhouse vegetable sector. Founded in 1977 in Milan as the printed Annuario Proflora, it sells annual SMB company listings (€49-€99/year) and distributes greenhouse insurance via partner Gartenbau Versicherung VVaG.

Ownership category

akta.pro rank

Product category

Horticulture Business Directory Services

NAICS

Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Horticulture business directory
• Floriculture sector advertising
• Online company listings
• Email marketing services
• Greenhouse insurance distribution

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Annual Company Profile Subscriptions: Annual subscription fees for company directory listings with varying feature tiers (with or without logo). Listings renew automatically each year unless cancelled.
2. Digital Advertising: Banner advertising on the website homepage and prominent placement for subscriber companies. Email marketing services (DEM) sent to approximately 6,500 email addresses in their database.
3. Postal Mailing Services: Physical postal mailing campaigns to approximately 8,000 addresses in their database of horticultural sector operators.
4. Insurance Services: Connection to Hortisecur insurance products for greenhouse cultivation, originally developed as 'Polizza Proflora'. Proflora connects operators to insurance solutions through their network.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Proflora Service operates proflora.it, an online business directory and advertising platform covering the Italian ortoflorovivaismo (horticulture, floriculture and greenhouse vegetable cultivation) sector. The company sells annual company-profile listing subscriptions, banner and homepage-screen advertising, email and postal marketing campaign services against a proprietary operator database, and distributes the Hortisecur greenhouse insurance product through its partnership with Gartenbau Versicherung VVaG.

Product overview

Proflora Service operates the Proflora.it online directory — the digital successor to the printed Annuario Proflora (published since 1977) — covering the entire professional Ortoflorovivaismo Italiano (Italian horticulture and greenhouse vegetable sector). The core offering is company listing subscriptions in two tiers: Scheda Azienda (€49/year, basic listing) and Scheda Azienda con Logo (€99/year, with logo, map, and image slider). Additional paid modules include Banner advertising, homepage Schermi display spots, DEM email marketing (~6,500 addresses), and Mailing Postale (~8,000 postal addresses). A related partner service, Hortisecur, provides greenhouse insurance via Gartenbau Versicherung VVaG with government premium subsidies.

Differentiator

Problem solved

Functional benefit

Products and services

• Scheda Azienda con Logo (Company Profile with Logo)

Named customers5 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Gartenbau Versicherung VVaGcoreStrategic or Co-development Partner · 1 January 2017European leader in horticulture insurance, Gartenbau Versicherung VVaG partnered with Proflora in 1997 to provide greenhouse insurance products. In 2017, they launched the Hortisecur pan-European insurance product in Italy through Proflora's network. Proflora's agency network has promoted these insurance products for over 30 years, and Proflora secured government subsidies covering approximately 50% of insurance premiums for policyholders.
• HortisecurcoreOthersHortisecur is a universal insurance product launched in 2017 for greenhouse cultivation across Europe, distributed in Italy through Proflora Service's network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Myplant & Garden: Major Italian horticulture trade show held in Milan, in which Proflora actively participates to acquire subscribers. Both serve the same Italian ortoflorovivaismo sector and have overlapping customer bases among Italian growers, nursery operators, and suppliers.
• Garden Center Magazine: US trade publication and digital platform for the horticulture and garden retail industry. Comparable trade media model targeting horticulture businesses, with a similar mix of news, directory listings, and industry intelligence, though focused on the North American market.

Broad incumbents

• Europages: European B2B marketplace/directory with multi-language listings. Operates a similar self-serve model for company profiles and product listings, with a pan-European scope that exceeds Proflora's Italy-only market but uses the same SMB subscription directory mechanics.
• Royal FloraHolland: Dutch cooperative flower auction and marketplace, the world's largest marketplace for floriculture products. Operates as a reference platform connecting nursery/floriculture producers with buyers, though at much larger scale and broader geographic scope than Proflora's directory.
• Kompass International: Global B2B directory with a strong European presence including Italy, offering paid company listings across all industries. Comparable business model (subscription directory listings, advertising) but not specialized in horticulture. Represents the broader category of horizontal B2B directory competitors.
• Pagine Gialle (Italiaonline): Italian business directory (Yellow Pages) for SMB listings across all industries. Uses a similar paid subscription model for enhanced business profiles and operates in Italy only — the closest horizontal SMB directory comparable to Proflora's vertical model.
• Coldiretti: Italy's largest agricultural association representing farmers and horticultural operators. Acts as a central directory and information hub for the Italian agricultural sector, with services that overlap with Proflora's directory function but at a much broader agricultural scale including lobbying and member services.

Direct peers

• Horticulture Week: UK-based trade publication for horticulture businesses, covering ornamental production, nursery stock, and landscape sectors. Similar mix of news, listings, and industry intelligence targeting commercial horticulture operators. Closest functional peer outside Italy.
• ANVE (Associazione Nazionale Vivaisti Esportatori): Italian National Association of Nursery Exporters, a trade association serving the same Italian floriculture and nursery sector that Proflora covers. Both serve as central reference points for the Italian ortoflorovivaismo industry, connecting growers, suppliers, and buyers across vertical horticulture.
• FloraCulture International (FCI): Global trade publication and digital platform for the floriculture industry. Serves a similar audience of growers, breeders, and suppliers with editorial content, directory listings, and industry news — a near-direct functional peer to Proflora outside Italy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Proflora Service