Primus Finanzdienst GmbH

What Primus Finanzdienst GmbH does

Primus Finanzdienst GmbH is an independent insurance broker (Versicherungsmakler) and financial advisor founded in 2000 and headquartered in Hennef, North Rhine-Westphalia, Germany. The firm serves private individuals, families, self-employed professionals, and small businesses across the Rhein-Sieg-Kreis region — including Hennef, Siegburg, Bonn, and Cologne — through personal advisory delivered at offices in Hennef, Asbach, and Vettelschoß as well as home visits. Core offerings span insurance brokerage (Versicherungen), financial planning (Finanzplanung), retirement planning (Altersvorsorge), and real estate financing (Immobilienfinanzierung), supplemented by expert witness services for insurance damage settlement and a vehicle registration service.

The operating model is relationship-led and complimentary to the customer: commission income is earned from over 100 insurance companies and 300+ banks and financing partners with no direct advisory fees, while the firm has introduced tiered subscription service packages (Basis €0, Komfort €19.99, Premium €39.99, Business €89.99 per month) that add recurring contract management, claims handling, document safes, and customer/business apps. Technology is largely WordPress-based with Microsoft Bookings, HeyFlow, Mateo AI for chat, WhatsApp Business, and social media as the digital layer, and the firm holds regulated permissions under §34c, §34d, and §34i of the German Trade Act (GewO) with €2.5M of professional liability coverage at Allianz, while a §34f investment intermediary permit is being pursued. The team is small — approximately six people including two apprentices — and the firm is privately held with no external investors or parent company.

Name

Primus Finanzdienst GmbH

Legal name

Primus Finanzdienst GmbH

Website

https://finanzprimus.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Primus Finanzdienst GmbH is an independent insurance broker and financial advisor founded in 2000 in Hennef, Germany, serving private households, self-employed clients, and small businesses across the Rhein-Sieg-Kreis region via commission-based brokerage and optional subscription service packages.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Financial Advisory

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242), Portfolio Management and Investment Advice (523940)

SIC

Insurance Agents, Brokers & Service (6411), Loan Brokers (6163)

akta.pro primary industry

Comprehensive/Full-Service RIAs & Independent Wealth Managers (FSAAACAA)

akta.pro secondary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Insurance brokerage
• Financial advisory
• Retirement planning
• Real estate financing
• Independent financial advice

Headquarters

HQ city

Hennef

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: As an insurance broker (Versicherungsmakler) under §34d GewO, the company receives commissions (Courtagen/Provisionen) from insurance providers for placing business. These commissions are the primary revenue stream and do not result in additional fees for customers.
2. Mortgage Intermediation Commissions: As an Immobiliardarlehensvermittler under §34i GewO, commissions are earned from banks, building societies, and financing partners for mortgage and real estate financing products.
3. Service Package Fees: Monthly subscription fees for premium service packages ranging from €0 to €89.99 per month, providing enhanced services including contract management, damage service, and business consulting.
4. Financial Planning Advisory Fees: Revenue from holistic financial planning services, though primary compensation comes from product provider commissions rather than direct advisory fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Primus Finanzdienst GmbH operates as an independent insurance broker (Versicherungsmakler) and financial advisor registered under §§34c, 34d, 34i GewO, providing insurance brokerage, holistic financial planning, retirement planning, and real estate loan intermediation services to private individuals and businesses. The firm compares products across more than 100 insurance companies and over 300 banks and financing partners, supported by DIN 77230 certified financial analysis and tiered monthly service packages that add ongoing contract administration and claims support.

Product overview

Primus Finanzdienst GmbH operates as an independent insurance broker and financial services provider offering a portfolio of integrated service packages alongside core consulting services. The core offerings include insurance brokerage (Versicherungen), financial planning (Finanzplanung), retirement planning (Altersvorsorge), and real estate financing (Immobilienfinanzierung), supplemented by expert witness services for insurance damage settlement and a vehicle registration service. The company differentiates through tiered service packages (Basis, Komfort, Premium, Business) that build upon each other, with the Basis-Paket providing foundational services like contract management and damage service, while higher tiers add features such as a customer app, credit services, document management, and dedicated business solutions for commercial clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Versicherungen (Insurance Brokerage) Independent and holistic insurance consulting as a Versicherungsmakler under §34d GewO, representing client interests rather than insurer interests. The service analyzes personal or business insurance needs, compares suitable tariffs across more than 100 insurance providers, develops individual insurance solutions, and includes ongoing contract administration and claims support. Targeted at private households, self-employed, and commercial clients in the Rhein-Sieg-Kreis region.
• Finanzplanung (Financial Planning) Structured and holistic financial planning oriented to personal goals and life situations, including transparent DIN 77230 based analysis, wealth building, security and liquidity planning. Aimed at private individuals and families who need an integrated view of their financial situation beyond single insurance products.
• Altersvorsorge (Retirement Planning) Retirement planning that analyzes existing solutions and develops balanced concepts combining state, company (bAV), and private provision. Designed for individuals and employees seeking to close pension gaps and structure long-term financial security, including access to state subsidies and tax benefits up to 63%.
• Immobilienfinanzierung (Real Estate Financing) Independent and transparent real estate financing intermediation under §34i GewO, comparing over 300 banks, insurance companies, and financing partners for purchase, construction, follow-up financing, or modernization. Targeted at property buyers, owners, and investors in the region seeking optimal mortgage terms and combined financing + insurance structuring.
• Sachverständiger für Versicherungen & Schadenabwicklung (Expert Witness for Insurance and Claims) Professional expert witness services for insurance and damage settlement, providing assessment and support in insurance damage cases. Supports clients during claims processes, complementing the firm's Top Schadenhilfe recognition, and is available to both private and commercial policyholders.
• Zulassungsdienst (Vehicle Registration Service) Vehicle registration service for the Rhein-Sieg district, offered to private and commercial clients either as an add-on within the Komfort, Premium, and Business service packages (with free registration slots and a pickup-and-delivery option for business clients) or on a standalone basis.

Quantifiable outcome

• Up to €2,000 in annual savings on insurance and financial products
• +4 more outcomes

Named customers3 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

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• 300+ Banks, Insurance Companies, and Financing PartnerscoreChannel Partner/ Reseller/ DistributorExtensive network of over 300 banks, insurance companies, and financing partners enables the company to offer independent comparisons and optimal product recommendations for mortgage intermediation services under §34i GewO.
• 100+ Insurance CompaniescoreChannel Partner/ Reseller/ DistributorMarket comparison network across more than 100 insurance providers enables independent broker services and optimal coverage/pricing recommendations for clients.
• Allianz Versicherung AGminorOthersProfessional liability insurance (Vermögensschaden-Haftpflichtversicherung) with coverage sum of €2.5 million is maintained with Allianz Versicherung AG as required by German regulatory framework.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HORBACH Wirtschaftsberatung: German independent financial advisory firm offering integrated insurance, investment, and financial planning services. Closely comparable in scope (holistic advisory across insurance and financial planning) and target market (private individuals and professionals), though operating at larger national scale.
• A.S.I. Wirtschaftsberatung: German financial advisory firm focused on academics and professionals, providing insurance, investment, and financial planning services. Comparable as an independent financial advisory firm with a similar holistic-service value proposition targeting defined customer segments.
• BCA AG: Germany's largest independent broker pool serving thousands of insurance brokers (Versicherungsmakler). Comparable as the operating backbone for independent German insurance brokers like Primus, providing product access and back-office infrastructure.
• tecis Finanzdienstleistungen: German financial advisory network within the Generali group providing insurance, investment, and building society products. Comparable as a German holistic financial advisor with insurance-led distribution, though Generali-affiliated rather than fully independent.
• VEMA Versicherungs-Makler-Genossenschaft eG: German cooperative for independent insurance brokers providing product comparison, regulatory support, and back-office services. Directly comparable as a peer/competitor ecosystem for independent Versicherungsmakler like Primus.

Broad incumbents

• MLP SE: German publicly listed financial advisory and wealth management group serving private and corporate clients with multi-product advisory. Comparable to Primus as a comprehensive financial advisor but operating at significantly larger national scale with a branch model.
• Deutsche Vermögensberatung (DVAG): Germany's largest independent financial advisory network with tens of thousands of tied advisors. Comparable as a comprehensive financial services and insurance distribution platform, though structured as a large tied-agent network versus Primus's independent broker model.

Emerging players

• Verivox: German online comparison portal for insurance, energy, and financial products with millions of users. Comparable as a digital intermediary competing for the same insurance and mortgage customers, posing a competitive threat to traditional broker advisory models.
• Smava GmbH: German digital loan and mortgage broker offering comparison across banks and financing partners. Comparable as a digital competitor specifically to Primus's Immobiliardarlehensvermittlung (§34i GewO) mortgage intermediation business, though operating at much larger scale online.
• CHECK24 Vergleichsportal: Germany's leading digital comparison platform for insurance, banking, and consumer finance products. Comparable as a price-comparison channel that competes for the same insurance and mortgage customers Primus serves, but operates at massive scale via a digital-only model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/primus-finanzdienst-gmbh

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Primus Finanzdienst GmbH