Finance First Makler GmbH

What Finance First Makler GmbH does

Finance First Makler GmbH is an independent Versicherungsmakler (insurance broker) and financial advisor headquartered in Northeim, Lower Saxony, serving both Privatkunden (private customers) and Unternehmenskunden (business customers) across Germany. The firm operates as a licensed broker under § 34d Abs. 1 GewO, with IHK certification, and is legally obligated to represent only customer interests. Its offering spans six core lines: Versicherungen (liability, disability, health, household, building, accident), Altersvorsorge (Riester, Rürup, private pension, bAV), Vermögensaufbau (ETF savings plans, fund savings), Finanzierung & Kredite (real estate financing, consumer credit, debt restructuring), Immobilienberatung (delivered through the Real Estate First sub-brand), and Kostenoptimierung for commercial clients in energy, insurance, and financing. Brokerage depth is anchored by access to over 600 insurers and banks, comparison across 150+ tariffs, and 400+ partner banks for financing.

The underlying technology is a modern web-based advisory platform rather than a proprietary product. The website is hosted on Netlify with SSL/TLS encryption; Calendly integration handles online appointment booking; Google reCAPTCHA and Google Kundenrezensionen support security and review collection; and the maklerinfo.biz portal provides customer login for contract and document access. All product placements go through human advisory consultation — there is no self-service online sales flow and no mobile application. The revenue model is purely commission-based (Courtage), received from insurance companies, banks, and partner providers upon successful contract placement; financing commissions are embedded in the interest rate offered by the bank. Pricing is freemium: the initial consultation is free and non-binding, with revenue accruing only on closed business.

Go-to-market is a hybrid sales-led model. Personal Beratung is delivered in the Northeim office — and historically across the Südniedersachsen region (Göttingen, Einbeck, Goslar) — while digital Beratung via Google Meet and phone enables nationwide SMB and consumer reach without geographic constraint. Marketing is digital-first, combining SEO-optimized service pages, a blog covering financial topics (published October 2023 to January 2024), a strong Google Business Profile (5.0/5.0 stars, 200+ certified reviews), and a regional referral network through local sports clubs and SMB partnerships. The company is owner-managed, led by Geschäftsführender Gesellschafter Luca Henniges, with 7 total employees and no disclosed external funding or institutional ownership.

Name

Finance First Makler GmbH

Legal name

Finance First Makler GmbH

Website

https://financefirst-makler.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Finance First Makler GmbH is an independent, IHK-certified insurance broker and financial advisor based in Northeim, Germany, offering Versicherungen, Altersvorsorge, Vermögensaufbau, and Finanzierung services to private and SMB customers nationwide via a hybrid personal-and-digital Beratung model.

Ownership category

akta.pro rank

Product category

Insurance Brokerage & Financial Advisory

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Mid-Market Commercial Package (Package Policies) (FSAJAFAB)

akta.pro secondary industries

Small Business BOP (Main Street) (FSAJAFAA), Small Business Debt Consolidation & Refinance (Owner/SME) (FSAKAIAI)

Keywords

• Insurance brokerage
• Financial advisory services
• Retirement planning
• Real estate financing
• Wealth management

Headquarters

HQ city

Northeim

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commission: Commission (Courtage) received from insurance providers for placing policies. As an independent insurance broker (Versicherungsmakler), the company receives commissions from over 600 insurance companies and banks when customers purchase insurance, retirement, financing, or other financial products through their mediation.
2. Financial Services Mediation: Commissions from financial product mediation including real estate financing, investment products (ETFs, funds), and debt restructuring services mediated through their network of 400+ partner banks.
3. Cost Optimization Consulting: Revenue from identifying cost optimization opportunities in business energy costs, commercial insurance, and financing. Commission-based model where they receive fees from new providers when successful cost reductions are achieved.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Finance First Makler GmbH is an independent insurance broker (Versicherungsmakler) and financial advisor that mediates insurance, retirement, wealth building, and financing products from over 600 insurers and banks for private and business customers across Germany. The firm also provides dedicated cost optimization services for businesses (energy, commercial insurance, financing) and real estate consulting through its partner brand Real Estate First. Revenue is earned through commissions paid by product providers upon successful placement, with a free, non-binding initial consultation preceding every engagement.

Product overview

Finance First Makler GmbH ist ein unabhängiger finanz- und versicherungsmakler mit sitz in northeim, der unternehmens- und privatkunden eine ganzheitliche beratung deutschlandweit anbietet. Das portfolio gliedert sich in sechs kernbereiche: versicherungen (haftpflicht, berufsunfähigkeit, kranken-, hausrat-, wohngebäude-, unfallversicherung), altersvorsorge (riester, rürup, private rentenversicherung, betriebliche altersvorsorge), vermögensaufbau (etf-sparpläne, fondssparen), finanzierung & kredite (immobilienfinanzierung, konsumentenkredite, umschuldung), immobilienberatung (über das partnerunternehmen real estate first) sowie kostenoptimierung für unternehmen (energie, gewerbeversicherungen, nebenkosten). das unternehmen arbeitet als makler ohne produktbindung und vergleicht über 150 versicherungstarife sowie über 400 bankpartner, um für jeden kunden die optimale lösung zu finden.

Differentiator

Problem solved

Functional benefit

Brands

• Real Estate First: A partner brand specializing in real estate consulting, including property purchase, sale, and investment advisory services.

Products and services

• Versicherungen (Insurance Brokerage) Independent analysis and mediation of insurance products for private and business customers, covering liability, disability (BU), health, residential contents, residential building, and accident insurance, drawn from over 150 tariffs across 600+ insurers.
• Altersvorsorge (Retirement Planning) Retirement planning services that close the pension gap via occupational (bAV), private, Riester, and Rürup pensions, structuring a financial plan for private and business customers.
• Vermögensaufbau (Wealth Building) Portfolio design tailored to risk, goal, and horizon using ETF savings plans and fund-based savings for sustainable wealth accumulation.
• Finanzierung & Kredite (Financing & Loans) Support for real estate financing, consumer loans, and debt restructuring mediated through a network of over 400 partner banks.
• Immobilienberatung (Real Estate Consulting via Real Estate First) Real estate consulting for purchase, sale, or investment, including market analysis, marketing, and financing support, offered through partner brand Real Estate First.
• Kostenoptimierung (Business Cost Optimization) Identification of hidden costs in energy contracts, commercial insurance, and financing for businesses, with an average 33% documented savings.
• Berufsunfähigkeitsversicherung (BU) Disability insurance that secures income via a monthly pension if the insured can no longer work in their profession due to illness or accident, considered the most important protection for working individuals.
• Privathaftpflichtversicherung (Personal Liability Insurance) Personal liability insurance protecting against the financial consequences of accidentally causing damage to third parties, with a recommended coverage sum of at least €50 million.
• Krankenversicherung (Health Insurance) Advisory on private (PKV) and statutory (GKV) health insurance and supplementary insurance for dental, outpatient, and inpatient care.
• Rürup-Rente (Basisrente) Tax-optimized retirement product for self-employed, freelancers, and higher earners, with contributions up to €26,528 deductible as special expenses.
• Riester-Rente State-subsidized retirement product with basic allowance (€175), child allowance (up to €300), and tax advantages, particularly attractive for families and low-to-middle income earners.
• Betriebliche Altersvorsorge (bAV) Occupational pension via salary conversion with at least 15% employer subsidy and tax/social security savings, leveraging a triple effect from tax, social contributions, and employer subsidy.
• ETF-Sparpläne (ETF Savings Plans) Broadly diversified investment in whole markets (e.g., MSCI World) via exchange-traded funds, cost-efficient and transparent, often available from €25 per month.
• Immobilienfinanzierung (Real Estate Financing) Brokerage for purchase, construction, or follow-on financing with over 400 bank partners, including KfW subsidies and forward loans.
• Umschuldung (Debt Restructuring) Consolidation of multiple loans into a cheaper one, replacement of overdraft facilities, and reduction of monthly installments for greater financial freedom.

Quantifiable outcome

• Average 30% savings on insurance, financing, and personnel costs
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CHECK24: Germany's dominant digital comparison platform across insurance, banking, energy, and travel — sets the customer-acquisition benchmark and price-comparison expectations against which independent brokers must differentiate.
• Verivox: One of Germany's largest comparison portals for insurance, energy, telecommunications, and finance — represents the commoditization pressure on traditional brokers by offering self-service tariff comparison at scale.
• Deutsche Vermögensberatung (DVAG): Germany's largest independent financial advisor network with a tied-agent structure covering insurance, retirement, financing, and wealth — comparable breadth of services but operates at vastly greater scale with a different distribution model.

Direct peers

• Honorarfinanz AG: Network of independent financial advisors in Germany focused on fee-based, product-neutral advice — comparable independent advisory positioning against captive bank and insurer distribution.
• Finanzchef24: Digital broker focused on business insurance and financing for German SMBs — closely aligned with Finance First's Unternehmenskunden segment and cost-optimization value proposition for SMEs.
• Interhyp: Germany's leading independent real estate financing broker with a multi-bank platform model, directly comparable to Finance First's Baufinanzierung offering across 400+ bank partners.
• MLP SE: German publicly-listed independent financial advisory and Versicherungsmakler serving retail and professional clients with insurance, retirement, financing, and wealth products — the closest scaled analogue to Finance First's broad-vertical advisory model.
• Dr. Klein: Independent German broker for real estate financing, insurance, and investment products, serving retail and SME customers — directly comparable hybrid personal-and-digital mediation model with multi-bank/multi-insurer access.

Emerging players

• Clark: Frankfurt-based digital-first insurance broker offering a mobile app to manage and optimize insurance portfolios — represents the digital-native model that Finance First must compete with for next-generation German consumers.
• Baufi24: Digital real-estate financing comparison and brokerage platform in Germany — partial overlap with Finance First's 400+ bank-partner financing mediation, representing the digital channel competing for the same customer journey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/finance-first-makler-gmbh

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 Finance First Makler GmbH