Generali Osiguranje Srbija

What Generali Osiguranje Srbija does

Generali Osiguranje Srbija a.d.o. is a Serbian multi-line insurance company founded in 2006 and operating as a wholly-owned subsidiary of Italy-based Generali Group. The company is headquartered at Španskih Boraca 3, New Belgrade, is regulated by the National Bank of Serbia, and employs between 101 and 250 people. It serves two primary customer segments — individual consumers (Fizička lica) and legal-entity business clients (Pravna lica) — plus a secondary agricultural segment, with a 20-year operating history in the Serbian market and a wholly-owned reinsurance subsidiary (Generali Reosiguranje Srbija).

The company offers a broad insurance portfolio organized into life, property, auto and travel, health and accident, and agriculture and animal lines. Life products include savings (Complete, Providenca, Premium Profit, DinProtekt), senior (Horizont), children's (Junior 5 plus, Stipendija), serious illness (Complete Pro), and credit protection (Credit Life, Multilav) coverages. Non-life products span mandatory motor third-party liability (Osiguranje od autoodgovornosti), voluntary auto (Kasko, Moj auto plus), roadside assistance, travel insurance (Putno osiguranje, Putno plus ski putno, Europ Assistance), home insurance, watercraft and aviation coverage, individual health (Total Medic) and international medical treatment, accident insurance, foreign-national health coverage, and agricultural crop and livestock insurance. The technology stack centers on a Salesforce CRM platform implemented across internal sales in February 2024, an online purchase portal, and iOS/Android mobile applications.

The business model is built on recurring insurance premiums across both life and non-life lines, with quote-based pricing and undisclosed rates. Distribution is multi-channel: a nationwide network of insurance agents, physical branch offices, an internal Salesforce-enabled sales team targeting enterprise accounts, an online self-serve portal and mobile apps for consumer self-service, and a contact center. Marketing extends to TikTok organic content, partner co-marketing with A1 Srbija (bundled travel insurance with telecom roaming) and Visa (cardholder discounts), and The Human Safety Net corporate social responsibility program. The entity is a private, license-gated insurer with no public revenue or premium figures disclosed; the parent Generali Group reported €98.1 billion in consolidated gross written premiums in 2025.

Name

Generali Osiguranje Srbija

Legal name

Generali Osiguranje Srbija a.d.o.

Website

https://generali.rs

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Generali Osiguranje Srbija is a multi-line Serbian insurance company and wholly-owned subsidiary of Italy's Generali Group, serving individual consumers, businesses, and the agricultural sector through agents, branch offices, online portal, and mobile apps across life and non-life insurance lines.

Ownership category

akta.pro rank

Headquarters

HQ city

New Belgrade, Central Serbia

HQ country

Serbia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Life Insurance Premiums: Collection of insurance premiums from life insurance products including savings, protection, senior, and children's insurance policies. Products include Complete, Providenca, Premium Profit, DinProtekt, Horizont, Junior 5 plus, Stipendija, and Credit Life.
2. Non-Life Insurance Premiums: Property, health, auto, and travel insurance premiums. Covers home insurance, travel insurance, auto liability, casco, health insurance, accident insurance, agriculture insurance, aviation insurance, and watercraft insurance.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Generali Osiguranje Srbija is a multi-line insurance company offering life insurance (savings, protection, senior, and children's products) and non-life insurance (home, auto liability, casco, travel, health, accident, agricultural, aviation, and watercraft) to both individual consumers and business clients across Serbia. The company distributes these products through its own agents, physical branch offices, an online web portal, mobile applications, and a contact center.

Product overview

Generali Osiguranje Srbija operates as a multi-line insurance company offering a broad portfolio of life and non-life insurance products organized into five main categories: Life Insurance (Život), Property Insurance (Imovina), Auto and Travel Insurance (Auto i putovanja), Health and Accident Insurance (Zdravlje i nezgoda), and Agriculture and Animals (Poljoprivreda i životinje). The product portfolio spans from mandatory motor liability (Osiguranje od autoodgovornosti) and voluntary auto (Kasko, Moj auto plus) to travel insurance (Putno osiguranje, Putno plus ski putno, Europ Assistance), property coverage (Osiguranje kuće i stana, Osiguranje plovnih objekata, Osiguranje avijacije), health plans (Total Medic, Lečenje u inostranstvu), and agricultural insurance (Osiguranje useva i plodova, Osiguranje životinja). Life insurance products include savings products (Complete, Providenca, Premium Profit, DinProtekt), senior plans (Horizont), children's insurance (Junior 5 plus, Stipendija), serious illness coverage (Complete Pro), and credit protection (Credit Life, Multilav). The company distributes products through online portals, a mobile app, agents, and physical branch locations.

Differentiator

Problem solved

Functional benefit

Brands

• Complete Pro: Insurance product for serious illnesses
• Credit Life
• Multilav
• Complete
• Providenca
• Premium Profit
• DinProtekt
• Horizont
• Junior 5 plus
• Stipendija
• Total Medic
• Moj auto plus

Products and services

• Life Insurance Portfolio Comprehensive life insurance offerings including savings products (Complete, Providenca, Premium Profit, DinProtekt), senior products (Horizont), children's products (Junior 5 plus, Stipendija), serious illness coverage (Complete Pro), and credit protection products (Credit Life, Multilav). Designed for individuals seeking long-term financial protection, retirement planning, and family security.
• Home Insurance (Osiguranje kuće i stana) Coverage for residential property (houses and apartments) against risks such as fire, water damage, and theft. Targeted at individual homeowners and tenants.
• Motor Third-Party Liability Insurance (Osiguranje od autoodgovornosti) Mandatory motor third-party liability (MTPL) coverage for vehicle owners in Serbia. Required by law for all registered vehicles.
• Casco Insurance (Kasko osiguranje) Voluntary vehicle insurance covering damage to the insured vehicle itself, separate from mandatory third-party liability. For vehicle owners seeking comprehensive coverage.
• Moj auto plus Enhanced vehicle insurance package combining motor third-party liability and casco coverage with additional benefits for vehicle owners.
• Travel Insurance (Putno osiguranje) Travel insurance covering medical assistance abroad, trip cancellations, and related coverage, with bundled home insurance during the policy period. Includes variants Putno plus ski putno (with ski risk) and Europ Assistance partnership product.
• Total Medic Individual Health Insurance Individual private health insurance covering medical treatment within Serbia, offering faster access than public healthcare. Targeted at individuals seeking private healthcare access.
• International Medical Treatment (Lečenje u inostranstvu) Health insurance covering medical expenses when the insured receives treatment outside Serbia. For individuals seeking cross-border healthcare coverage.
• Accident Insurance (Osiguranje od nezgode) Coverage for injuries and disability resulting from accidents. Targeted at individuals and groups seeking protection against accidental injury.
• Health Insurance for Foreigners (Zdravstveno osiguranje stranaca) Health insurance product designed specifically for foreign nationals residing or traveling in Serbia.
• Crop Insurance (Osiguranje useva i plodova) Agricultural crop insurance covering losses from natural disasters, weather events, and other perils affecting crops and harvests. Targeted at farmers and agricultural businesses.
• Livestock Insurance (Osiguranje životinja) Livestock insurance covering mortality and other risks to animals in the agricultural sector. Targeted at farmers and livestock owners.
• Watercraft Insurance (Osiguranje plovnih objekata) Coverage for boats and other maritime vessels. Targeted at owners of watercraft.
• Aviation Insurance (Osiguranje avijacije) Insurance covering aircraft and related aviation risks. Targeted at aircraft owners and aviation operators.
• Roadside Assistance (Pomoć na putu) Emergency roadside services including towing, flat tire assistance, battery jump-start, and fuel delivery. Targeted at motorists.
• Emergency Home Interventions (Hitne intervencije u domaćinstvu) Urgent household repairs covering plumbing, electrical, and locksmith services while the policyholder is traveling. Targeted at homeowners and travelers.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• A1 SrbijaminorGTM or Marketing PartnerGenerali Osiguranje Srbija partnered with A1 Srbija to offer free travel insurance to customers who purchase the Roming Plus package. The insurance includes standard coverage up to €15,000 with ski risk included, valid for up to 30 days annually worldwide.
• Visa (Serbia)minorGTM or Marketing PartnerSpecial benefits for Visa Business card holders in Serbia, including 15% discount on health insurance and up to 20% discount on property insurance and small business insurance.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• UNIQA Osiguranje Srbija: Austrian-owned multi-line insurer operating in Serbia through UNIQA Insurance Group. Competes directly with Generali Srbija across life, motor, property, and health lines via a comparable branch-and-agent distribution model.
• NN Životno osiguranje: Dutch-owned (NN Group, formerly ING) life insurer in Serbia. A focused direct competitor in the life insurance and pension/savings segment, which is one of Generali Srbija's core product lines.
• Triglav Osiguranje Srbija: Slovenian-owned multi-line insurer active in Serbia through Triglav Group. Overlaps with Generali Srbija across motor, property, and life insurance, particularly relevant given the regional CEE cross-border ownership pattern shared by both groups.
• DDOR Novi Sad: A major Serbian multi-line insurer (historically Italian-affiliated via Unipol) offering overlapping life and non-life products. DDOR is one of Generali's principal direct competitors in the Serbian corporate and retail segments.
• Dunav Osiguranje: The largest insurance company in Serbia and historically state-affiliated. Dunav competes head-to-head with Generali Osiguranje Srbija across all major lines (life, non-life, auto, property) and is the closest like-for-like competitor in scale and breadth within the Serbian market.
• Wiener Städtische Osiguranje (VIG Srbija): Serbian subsidiary of Vienna Insurance Group (Wiener Städtische). Offers a similar multi-line portfolio to Generali Srbija and competes for the same foreign-owned premium share in Serbia, including via bancassurance partnerships.
• Sava Osiguranje: Slovenian-owned multi-line insurer serving the Serbian market. Overlaps with Generali Srbija across motor, property, and life lines and competes within the regional CEE insurance ecosystem.
• Grawe Osiguranje Srbija: Austrian-owned (Grawe Group) multi-line insurer operating in Serbia, with a strong life and savings focus similar to Generali Srbija's štednja (savings) product line. Direct competitor particularly in the life/savings segment.
• Allianz Srbija: Serbian arm of global insurer Allianz Group. Competes across life, motor, property, and health lines with similar international brand backing, and is one of Generali's main foreign-affiliated competitors in the Serbian market.

Regional players

• Generali Osiguranje Crna Gora: Sister subsidiary of Generali Group operating in Montenegro. Not a direct in-market competitor to Generali Srbija, but offers the closest cross-reference on how the Generali regional template (multi-line product set, agent + digital channels) is executed in a similar small CEE market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@generalisrbija
• LinkedInlinkedin.com/company/generali-osiguranje-srbija

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Generali Osiguranje Srbija