What procontra does

procontra is a B2B media platform serving the German insurance and independent financial advisor (Makler) industry, operated under Alsterspree GmbH and based in Berlin. The core product is a digital news portal (procontra-online.de) complemented by the print and digital procontra magazine, with a portfolio of sub-brands including LV-Check (balance-sheet analysis of German life insurers since 2017), im Gespräch (executive round-table discussions), procontra informiert (topic special editions), and recurring dossiers such as KI-Check, Maklers Lieblinge, Nachfolgeplanung and Zielgruppen-Konzepte. Coverage spans insurance, health insurance, life insurance, retirement planning, property and casualty (SHUK), investments and real estate, and broker office management, with content distributed through the website, social channels, email newsletter, and physical expert events (Gipfeltreffen).

The underlying technology is a digital content platform augmented by an AI-powered tool called 'Finn' — a generative assistant that converts procontra editorial articles into customer-facing letters and social media posts for brokers. The business operates on a dual revenue model combining advertising and sponsored content (advertorial partnerships, sponsored special editions with named partners such as AGILA, GEV and HFK1676/Provinzial, and display advertising) with print and digital magazine subscriptions covering procontra, LV-Check, im Gespräch and procontra informiert. The audience is two-sided: independent insurance brokers and financial advisors use the platform for industry intelligence, regulatory updates, product comparisons and professional development, while insurance companies and financial service providers use it as a channel to reach and advertise to the independent broker market. The company has been operating continuously since founding in 2007 with a lean team of 8 employees, no external funding identified, and DACH geographic scope.

Name

procontra

Legal name

Alsterspree GmbH (procontra)

Website

https://procontra-online.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

procontra is a B2B media platform and digital news portal serving independent insurance brokers and financial advisors in Germany, offering editorial coverage, specialist publications, advertorial partnerships, and an AI-powered content tool.

Ownership category

akta.pro rank

Product category

Insurance Industry Trade Media

NAICS

Media Buying Agencies (54183), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Technology & B2B PR (MPAAADAC)

akta.pro secondary industry

Technology & B2B PR (BPAFADAI)

Keywords

• Insurance industry media
• Broker news portal
• Financial advisor content
• Trade publishing platform
• B2B insurance journalism

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising and Sponsored Content: Advertorial partnerships with insurance companies and industry suppliers. Sponsored special editions (Sonderveröffentlichungen) featuring partner companies like AGILA, GEV, HFK1676, and others. Display advertising on digital platform.
2. Magazine Subscriptions: Print and digital magazine subscriptions including procontra (main publication), LV-Check (life insurance analysis), im Gespräch (round-table discussions), and procontra informiert (special topic publications)

Distribution channels1 record

Marketing channels5 records

Core offering

procontra operates a B2B digital news portal and magazine portfolio serving independent insurance brokers and financial advisors in Germany, covering life insurance, health insurance, property/casualty, retirement planning, investments and broker practice management. Revenue is generated through magazine subscriptions, sponsored special editions and display advertising sold to insurance carriers and industry suppliers. A proprietary AI tool called "Finn" enables brokers to convert procontra articles into client-facing customer letters and social-media posts.

Product overview

procontra is a B2B news portal for the German insurance and independent financial advisor (Makler) industry, providing editorial content across multiple channels including insurance, health insurance, retirement planning, life insurance, property & casualty (SHUK), investments & real estate, and broker office management. The core product is the procontra magazine, supplemented by specialized publications (LV-Check, im Gespräch, procontra informiert) and topic-specific dossiers (KI-Check, Maklers Lieblinge, Altersvorsorge-Reform, Nachfolgeplanung, Zielgruppen-Konzepte). A digital assistant feature called 'Finn' uses AI to generate customer communication from articles. The platform also organizes industry events including Gipfeltreffen expert discussions.

Differentiator

Problem solved

Functional benefit

Brands

• procontra: Deutschlands Top-Magazin für unabhängige Finanzdienstleister (Germany's top magazine for independent financial service providers)
• LV-Check
• im Gespräch
• procontra informiert
• procontra KI-Check
• Maklers Lieblinge
• Nachfolgeplanung
• Zielgruppen-Konzepte

Products and services

• procontra (main magazine) Germany's leading industry magazine (print and digital) covering insurance, broker, investment and retirement planning news for independent financial advisors and insurance brokers. Distributed via procontra-online.de and subscription channels.
• LV-Check Magazin Specialised procontra sub-brand publication delivering annual balance-sheet analysis of all German life insurers for independent financial advisors and brokers.
• im Gespräch Procontra sub-brand publication featuring executive round-table discussions with top leadership of the German insurance industry, for the broker and advisor audience.
• procontra informiert Procontra sub-brand publishing special editions on trending topics and products for insurance brokers and advisors in Germany.
• Digitaler Helfer Finn Proprietary AI-powered digital assistant that lets insurance brokers convert procontra editorial articles into customer letters and social-media posts, supporting their client communications and marketing activities.
• KI-Check Procontra dossier series that tests and reviews AI tools and software solutions used by insurance brokers, covering phone assistants, WhatsApp integration and social-media optimisation tools.
• Maklers Lieblinge Annual broker-preference survey and award identifying the insurance providers with the best support for independent brokers, across categories such as life insurance, commercial insurance and broker services.

Quantifiable outcome

• Digital AI assistant (Finn) helps brokers create customer communications from articles

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

Four partnerships are on record, tiered minor.

• AGILA HaustierversicherungminorGTM or Marketing Partner · 8 July 2026Advertorial partnership for pet insurance (Tierversicherung) special edition. AGILA is a pet insurance provider specializing in dogs and cats since 1994. The cooperation includes sponsored content about pet health insurance and the AGILA online advisor portal.
• GEV (Gesellschaft für Einbruchschutz und Sicherheitstechnik)minorGTM or Marketing Partner · 12 May 2026Sponsored special edition on property insurance (Wohngebäudeschutz). GEV is a property insurance specialist. Partnership includes advertorials about building protection and downloadable information materials for brokers.
• HFK1676 (Hamburger Feuerkasse)minorGTM or Marketing Partner · 8 January 2026Multi-part advertorial partnership about digital processes for insurance brokers. HFK1676 is the broker brand of Provinzial Konzern. Partnership includes content about service orientation, digital processes, and damage reporting.
• 1. Versicherungsberater (HFK1676)minorGTM or Marketing PartnerCooperation for 'Makleralltag einfach gemacht' (Making broker everyday life easier) special edition. Focus on digital processes, clear procedures, and practical exchange for insurance brokers.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Emerging players

• Fondstipps: German advisor-focused media platform covering investment products, with partial overlap to procontra's investment/retirement content verticals.
• Blau Direkt: German insurance broker pool and technology platform (including its Ameise Copilot AI assistant) that serves the same independent broker audience procontra covers, both as a subject of coverage and as a potential substitute information channel.

Direct peers

• Versicherungsbote: Digital-first German insurance industry news portal targeting brokers and advisors, directly comparable to procontra's editorial, advertorial, and newsletter business model.
• Cash. (Cash.Medien): German B2B financial advisor trade media with magazines, online news, and special editions targeting financial brokers and insurance intermediaries, very similar in audience and product mix to procontra.
• VersicherungsJournal: Online insurance industry news and analysis portal for the German-speaking market, competing with procontra for broker readership and insurer advertising budgets.
• Versicherungswirtschaft (VW Verlag): Established German insurance industry trade publisher offering print magazine, digital portal, and events for insurance professionals, overlapping with procontra's content and event offerings.
• AssCompact: German B2B trade publication focused on insurance and financial advisors, with magazines, online content, events, and awards covering the same independent broker audience that procontra serves.

Regional players

• Börse Express: Austrian/DACH financial industry publication serving financial advisors with news and product information, comparable in audience and B2B advertising model but with a different primary geography.

Broad incumbents

• GDV (Gesamtverband der Deutschen Versicherungswirtschaft): German insurance industry association publishing market data, regulatory updates, and industry statistics that compete with procontra's market intelligence and LV-Check style products for the attention of brokers and insurers.
• dfv (Deutscher Fachverlag): Large German B2B trade media group with insurance and financial services titles in its portfolio, competing for the same advertiser and audience spend as procontra at greater scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/procontraonline
• Facebookfacebook.com/procontra
• LinkedInlinkedin.com/company/procontra-online

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 procontra