Instinct
Instinct is a Bulgarian-licensed insurance carrier (founded 2023) underwriting individual, business, and group insurance across five European markets (Bulgaria, Germany, Spain, Romania, Croatia) via its eINS online platform and a 20+ partner distribution network spanning telecoms, lenders, and brokers. It operates as a subsidiary of Management Financial Group (МФГ).
- Company typePrivate
- Founded2023
- HeadquartersSofia, Bulgaria
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Instinct does
Instinct (legal name ЗД Инстинкт АД / Insurance Company Instinct AD) is a Bulgarian-licensed insurance carrier founded in 2023 and headquartered in Sofia, operating as a subsidiary of Management Financial Group (МФГ) АДСИК. The company holds a full insurance license from the Bulgarian Financial Supervision Commission (КФН), granted through three sequential decisions (180-OZ in February 2023, 1013-OZ in November 2023, and 28-OZ in January 2024), permitting it to underwrite across all insurance lines.
Its product portfolio spans three segments: individual insurance (Protection 24/7 personal accident, Travel Assistance Abroad, Home Protection, Trip Cancellation), business insurance (Business Protection, Office Protection, All Risks), and group insurance (Employee Accident/Security and Group Travel — the latter two flagged as 'coming soon'). Distribution is dual-track: direct online purchase via the eINS web portal for select individual products, and a partner-led channel covering 20+ named intermediaries including Bulgarian telecoms (Yettel, Vivacom), consumer lenders (Easy Credit, Viva Credit, Profi Credit, Boleron), cross-border lenders (Mi Prestamo in Spain, Kredis Solutions in Croatia, IUVO Group, Access Finance), and licensed insurance brokers (Courtier, BenchMark Broker, Legion Broker, Ins Center). The company also maintains membership in the Association of Bulgarian Insurers (ABZ).
Instinct operates across five European markets — Bulgaria (home), Germany (entered July 2024), Spain (entered July 2025), Romania, and Croatia — using a localized web presence in Bulgarian, German, Spanish, Romanian, Croatian, and English. The platform is built around the eINS portal for policy management and claims submission, supplemented by Cookiebot for GDPR consent management. The business runs on a subscription/recurring premium model, with monthly billing for individual products and annual billing for business lines, and pricing that is not publicly disclosed (quote-based for most products). Headcount is reported at 9 employees, indicating a deliberately lean operating model that relies on partner distribution and the MFG parent for shared services rather than internal scale.
Instinct firmographics
Firmographics- Name
- Instinct
- Legal name
- ЗД Инстинкт АД
- Website
- https://instinct-insurance.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Instinct is a Bulgarian-licensed insurance carrier (founded 2023) underwriting individual, business, and group insurance across five European markets (Bulgaria, Germany, Spain, Romania, Croatia) via its eINS online platform and a 20+ partner distribution network spanning telecoms, lenders, and brokers. It operates as a subsidiary of Management Financial Group (МФГ).
- Ownership category
- akta.pro rank
Instinct industry classification
Industry- Product category
- Insurance Services
- NAICS
- Insurance Carriers (5241), Insurance Carriers and Related Activities (524), Direct Property and Casualty Insurance Carriers (524126)
- SIC
- Insurance Carriers, Nec (6399)
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
- akta.pro secondary industries
- Worksite AD&D Insurance (FSAIAMAE), Individual AD&D Insurance (Direct-to-Consumer) (FSAIALAC), Travel AD&D / Common Carrier Accidental Death Insurance (FSAIALAD)
Keywords
Where Instinct is headquartered
LocationHeadquarters
- HQ city
- Sofia
- HQ country
- Bulgaria
- HQ region
- Europe
Offices1 record
Markets served
Instinct business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Insurance Premiums: Collection of insurance premiums from policyholders in exchange for coverage across multiple insurance lines including personal accident, travel, home, business, office, and all-risks insurance products
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual insurance products (Protection 24/7, Travel Insurance, Home Insurance, Trip Cancellation) |
| Subscription | Annual | Business insurance products (Business Protection, Office Protection, All Risks) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Instinct product offering
Product offeringCore offering
Insurance Company Instinct AD is a Bulgarian-licensed insurer (founded 2023) offering personal accident (Protection 24/7), travel, home, and trip cancellation policies for individuals, alongside business, office, and all-risks commercial coverage for businesses. Products are distributed online and through an extensive partner and broker network, with a digital policy management portal (eINS) and multi-country operations across Bulgaria, Germany, Spain, Romania, and Croatia.
Product overview
Instinct Insurance offers a comprehensive insurance portfolio consisting of individual insurance products (Protection 24/7, Travel Assistance Abroad, Home Protection, Trip Cancellation), business insurance products (Business Protection, Office Protection, All Risks coverage), and group insurance solutions (Employee Accident/Security, Group Travel Insurance). The company operates across multiple European markets including Bulgaria, Germany, Spain, Romania, and Croatia. The products are sold through online channels, partner offices, and insurance intermediaries, with a client portal for policy management and claims submission.
Differentiator
Problem solved
Functional benefit
Products and services
- Protection 24/7 (Защита 24/7) Individual personal accident insurance providing 24-hour protection, 7 days a week with continuous coverage and peace of mind for personal policyholders. Available for online purchase.
- Travel Assistance Abroad (Помощ при пътуване в чужбина) Individual insurance providing assistance services while traveling abroad, including 24/7 support for emergencies during international trips. Available for online purchase.
- Home Protection (Закрила на дома) Residential property insurance providing security for homes and peace of mind for families, covering residential property and related risks. Available for online purchase.
- Trip Cancellation (Отмяна на пътуване) Insurance protecting travel plans and investments against trip cancellations, providing financial protection when travel plans change unexpectedly.
- Business Protection (Закрила на бизнеса) Commercial insurance providing security for business premises and assets, offering peace of mind for business owners and operators. Sold through contact-based quotes.
- Office Protection (Закрила на офиса) Commercial insurance providing a safe working environment and team peace of mind, covering office spaces and related business operations. Sold through contact-based quotes.
- All Risks (Всички рискове) Corporate insurance covering all risks to protect the success businesses have built, providing comprehensive coverage for various business exposures. Sold through contact-based quotes.
Companies that use Instinct
Customer profileSegments2 records
Ideal customer profiles2 records
Instinct technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Instinct partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and minor.
- YettelcoreTelecommunications partner for insurance product distribution. Yettel is a major telecom operator in Bulgaria.
- VivacomcoreTelecommunications partner for insurance product distribution in Bulgaria. Vivacom is a leading telecom provider.
- Easy CreditminorFinancial services partner for consumer credit products that offers Instinct insurance to customers.
- Viva CreditminorConsumer lending partner with insurance distribution capabilities.
- Mi PrestamominorSpanish consumer credit partner for insurance product distribution in Spain.
- IUVO GroupminorFinancial services group with lending and credit products, operating across multiple markets.
- Kredis SolutionsminorCroatian financial services partner for insurance distribution.
- Access FinanceminorFinancial services partner for insurance product distribution across operating markets.
- Association of Bulgarian Insurers (ABZ)minorMembership in the Association of Bulgarian Insurers, the industry body for insurance companies in Bulgaria.
- BoleronminorBulgarian financial services partner for insurance distribution.
- Star InsminorInsurance broker partner for insurance product distribution.
- CourtierminorBulgarian insurance broker partner.
- BenchMark BrokerminorBulgarian insurance broker partner.
- CrediTourminorCredit and tourism services partner.
- Ins CenterminorInsurance center partner for product distribution.
- Profi CreditminorConsumer credit partner for insurance distribution.
- TrustiminorFinancial services partner.
- Partners Group BGminorBulgarian partner group for insurance distribution.
- Legion BrokerminorBulgarian insurance broker partner.
- Сомони Брокер ИнсminorBulgarian insurance broker partner.
- Winners GroupminorBulgarian partner group for insurance distribution.
- Management Financial Group (МФГ)coreParent company group providing strategic oversight and shared services. Instinct Insurance is part of the MFG corporate structure which includes multiple financial services companies.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Instinct competitors and assessment
Company assessmentEmerging players
- Lemonade: Digital-first insurance carrier using mobile app and AI underwriting to deliver simple, transparent products. Highly comparable to Instinct's digital-first, simplicity-focused positioning, though Lemonade focuses on US/Europe markets and is much larger.
- Zego: European insurtech focused on embedded insurance distribution and usage-based products, particularly in mobility and gig economy. Highly comparable to Instinct's embedded insurance go-to-market via non-insurance partners (telecoms, credit firms).
- BIMA: Embedded microinsurance provider distributing through telecom operators in emerging markets. Closely comparable to Instinct's affinity distribution model via Yettel/Vivacom, but BIMA focuses on life and health in developing markets.
Broad incumbents
- AXA: Global multi-line insurer with strong European footprint in Germany, Spain, and CEE. Both offer overlapping personal and commercial P&C and accident lines, representing a major competitive force in Instinct's expansion markets.
- UNIQA Insurance Group: Major Austrian-headquartered multi-line insurer with strong presence in Central and Eastern Europe (CEE), including Bulgaria. Both Instinct and UNIQA offer personal and commercial lines across the CEE region, though UNIQA has vastly more scale and capital.
- Allianz: Global insurance giant with extensive multi-line offerings across all five countries where Instinct operates (Bulgaria, Germany, Spain, Romania, Croatia). Both sell P&C, accident, and commercial lines, but Allianz's scale and brand present formidable competitive gravity for any new entrant.
- Generali: Major European multi-line insurer with strong presence in Germany, Spain, and CEE. Highly comparable product overlap (P&C, accident, family/commercial), and Generali is a direct competitor in Instinct's newer markets.
Regional players
- Euroins Insurance Group: Bulgarian-rooted insurance carrier operating across CEE with motor and non-life lines. Both Instinct and Euroins are headquartered in Bulgaria and compete in regional markets, though Euroins has significantly larger scale and capital base.
- Wiener Städtische (Vienna Insurance Group): Central European insurance group with strong presence in CEE (including Bulgaria, Romania, Croatia) and Austria. Both companies target the same regional markets with multi-line personal and commercial products.
Direct peers
- Hiscox: Specialist insurer focused on small business and specialty personal lines (accident, travel, home) via digital channels. Comparable to Instinct's SMB and individual insurance product mix and digital-first go-to-market approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Instinct social profiles
Digital presenceInstinct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Instinct leadership team
Management profileNumber of profiles
Profiles1 record
Instinct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Instinct M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Instinct
What does Instinct do?
Insurance Company Instinct AD is a Bulgarian-licensed insurer (founded 2023) offering personal accident (Protection 24/7), travel, home, and trip cancellation policies for individuals, alongside business, office, and all-risks commercial coverage for businesses. Products are distributed online and through an extensive partner and broker network, with a digital policy management portal (eINS) and multi-country operations across Bulgaria, Germany, Spain, Romania, and Croatia.
Is Instinct a public or private company?
Instinct is a private company. It is classified as corporate owned and is currently operating.
When was Instinct founded?
Instinct was founded in 2023. It employs 1 to 10 people.
Where is Instinct based?
Instinct is headquartered in Sofia, Bulgaria, in the Europe region.
How does Instinct make money?
One revenue line is on record: insurance Premiums.
Who are Instinct's main competitors?
Emerging players on record are Lemonade, Zego and BIMA. Broad incumbents are AXA, UNIQA Insurance Group, Allianz and Generali. Regional players are Euroins Insurance Group and Wiener Städtische (Vienna Insurance Group). Hiscox is listed as a direct peer.
Does Instinct have an API?
No public API is recorded for Instinct.
What industry is Instinct in?
Instinct's product category is Insurance Services. Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms, with a secondary code of FSAIAMAE, Worksite AD&D Insurance. Its NAICS code is 5241 and its SIC code is 6399.