Ams Osiguranje

What Ams Osiguranje does

AMS Osiguranje a.d.o. is a Serbian joint-stock insurance company headquartered in Belgrade that underwrites a full general-insurance book for consumers and small businesses across Serbia. Its product portfolio spans mandatory auto liability (autoodgovornost), comprehensive Kasko including a budget Kasko Light variant, property coverage (fire, theft, glass breakage, machine breakdown), personal accident insurance, travel health insurance for international trips, and professional and general liability policies for sectors including real estate, law, medicine, and transport. The company operates under a hybrid distribution model, combining a digital-first platform (webshop at webshop.ams.co.rs, online damage-status tracking portal, Viber-based claims reporting, 24/7 toll-free call center) with a physical network of more than 250 sales points across Serbia, event-driven acquisition at the Belgrade Auto Fair, and embedded distribution through Air Serbia boarding-pass QR codes for travel insurance.

The business model is recurring-premium across annual policies for auto liability, Kasko, and property, with monthly payment options for personal accident and per-trip pricing for travel health insurance tiered by geographic risk zones. Product mechanics include a bonus-malus premium system with up to 12 levels for autoodgovornost, standardized European Accident Report processing for cross-border claims, and bundled value-adds such as complimentary AMSS Super membership (towing and roadside assistance) attached to Kasko policies. The mandatory auto liability book is the largest line by regulatory volume in Serbia, and the company participates in the Green Card Bureau to provide cross-border motor coverage recognition.

Corporate governance is evident in 70+ documented shareholder meetings and consistent dividend distributions across fiscal years 2020, 2022, 2023, and 2024, indicating sustained underwriting profitability. Distribution partnerships with AMSS (Auto-Moto Savez Srbije) and Air Serbia are the principal commercial differentiators visible in the input data.

Name

Ams Osiguranje

Legal name

"AMS OSIGURANJE" A.D.O.

Website

https://ams.co.rs

Company type

Public

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

AMS Osiguranje is a Serbian joint-stock insurance company offering motor, property, travel, personal accident, and liability coverage to consumers and small businesses through 250+ sales points and digital channels across Serbia.

Ownership category

akta.pro rank

Product category

Non-life Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Health and Medical Insurance Carriers (524114)

SIC

Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

akta.pro secondary industries

Travel & Accident (Non-Life) Insurance (FSAJAMAN), Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD), Professional Liability (E&O) (FSAJAGAC)

Keywords

• Motor vehicle insurance
• Property insurance
• Travel health insurance
• Personal accident insurance
• Liability insurance

Headquarters

HQ city

Belgrade

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mandatory Motor Vehicle Liability Insurance (Autoodgovornost): Legally required third-party liability insurance for motor vehicle owners in Serbia, mandatory upon vehicle registration. Premiums are calculated using a bonus-malus system based on claims history. Policy duration is one year and is tied to the vehicle, not the owner.
2. Voluntary Motor Vehicle Insurance (Kasko): Comprehensive vehicle insurance covering damage from traffic accidents, falling objects, natural disasters, fire, floods, explosions, and theft. Available in Full, Supplementary, and Partial coverage options. Premiums can be paid annually or in 12 monthly installments.
3. Property Insurance: Voluntary property insurance covering buildings, possessions, and assets from fire, theft, glass breakage, machine breakdown, and other risks. Includes specialized packages for homeowners, entrepreneurs, and residential communities.
4. Travel Health Insurance: Insurance for medical expenses during temporary stays abroad, covering hospitalization, dental treatments up to €200, medical evacuation up to €7,000, and repatriation. Sold individually, family, or tourist packages.
5. Personal Accident Insurance: Voluntary accident insurance covering death, permanent disability, temporary incapacity for work, and medical treatment costs. Available for employees, students, household members, and public transport passengers.
6. Liability Insurance: Professional liability insurance for various professions including real estate agents, building managers, lawyers, doctors, and carriers. Covers damages to third parties arising from professional activities.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

AMS Osiguranje is a Serbian joint-stock insurance company that sells non-life insurance products including mandatory and voluntary motor vehicle insurance (Autoodgovornost and Kasko), travel health insurance, household and building property insurance, personal accident insurance, and liability insurance for professionals. It distributes these policies through more than 250 sales points across Serbia and via digital channels including an online webshop, a call center, Viber-based claims reporting, and an online damage status tracker.

Product overview

AMS Osiguranje a.d.o. is a Serbian insurance company offering a comprehensive portfolio of insurance products and services through a network of over 250 sales locations across Serbia. The product portfolio includes mandatory auto liability insurance (Osiguranje od autoodgovornosti), comprehensive vehicle insurance (Kasko and Kasko Light), travel health insurance (Putno zdravstveno), property insurance (Imovina) covering fire, burglary, glass breakage and business risks, personal accident insurance (Osiguranje lica), and liability insurance (Odgovornost) for general, professional, medical, and transport sectors. The company provides digital services including an online webshop for policy purchases and a damage status checking portal. The offering is distributed through physical branch offices, call center (0800 009 009), email, Viber, and online channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Autoodgovornost (Mandatory Third-Party Motor Liability Insurance)

Quantifiable outcome

• 30% discount on Kasko insurance available at Belgrade Auto Fair events
• +2 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AMSS (Auto-moto Savez Srbije)coreStrategic or Co-development PartnerAMS Osiguranje maintains a strategic partnership with AMSS (Auto-moto Savez Srbije). With Kasko insurance policies, customers receive the AMSS Super membership card as a gift, providing free towing and roadside assistance services throughout Serbia and Europe for one year. This partnership enhances the value proposition of motor insurance products.
• Air SerbiaminorGTM or Marketing PartnerAMS Osiguranje partnered with Air Serbia to offer travel insurance to airline passengers. QR codes on Air Serbia boarding passes link to AMS Osiguranje's website where customers can purchase travel health insurance at a 30% discount. This provides convenient access to travel insurance at the point of travel planning.
• Green Card Bureau (Biro Zelene Karte)coreOthersAMS Osiguranje operates within the Green Card system for international motor insurance, providing coverage for policyholders traveling to countries requiring Green Card documentation including Russia, Belarus, Ukraine, Moldova, Turkey, Israel, Iran, Macedonia, Albania, BiH, Tunisia, and Morocco.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Triglav Osiguranje: Serbian operation of Triglav Group, a leading Slovenian insurer. Offers motor, property, and personal insurance products in Serbia, competing for the same customer segments as AMS Osiguranje.
• Dunav Osiguranje: The largest Serbian insurance company, offering similar motor liability, Kasko, property, and personal accident insurance. Direct competitor to AMS Osiguranje in the same Serbian market with overlapping product portfolio and distribution approach.
• DDOR Novi Sad: Major Serbian insurance company offering motor, property, and personal insurance products. Historic competitor in the Serbian market with similar product mix and mandatory auto liability focus.
• Generali Osiguranje Srbija: Serbian subsidiary of Generali Group, offering motor liability, Kasko, property, and personal insurance. Competes directly with AMS Osiguranje in Serbian market with the backing of a major European insurance group.
• Milenijum Osiguranje: Serbian insurance company offering motor, property, travel, and personal accident insurance. Competes directly with AMS Osiguranje in the Serbian market with similar product portfolio.
• UNIQA Osiguranje: Serbian subsidiary of UNIQA Insurance Group, offering motor, property, travel, and personal accident insurance. Direct competitor in the Serbian market with similar product portfolio.
• Sava Osiguranje: Serbian insurance company (formerly Sava Tabak) offering motor liability, Kasko, property, and personal insurance products. Direct competitor in the Serbian market with similar target customers.

Broad incumbents

• Vienna Insurance Group (VIG): Austrian-headquartered insurance group with significant presence across CEE including Serbia. Operates through multiple subsidiaries (e.g., Wiener Städtische) competing with AMS Osiguranje in motor and property insurance.
• Allianz Serbia: Serbian subsidiary of global insurance giant Allianz, offering motor, property, and personal insurance. Competes with AMS Osiguranje with broader portfolio and brand recognition backed by global parent.

Regional players

• Wüstenrot osiguranje: Serbian operation of Austrian Wüstenrot Group, focused on property, life, and motor insurance. Comparable to AMS Osiguranje in product mix but with stronger European parent backing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ams-osiguranje-a-d-o-

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 Ams Osiguranje