Generali Tranquilidade
Generali Tranquilidade is the Portuguese multi-line insurance brand of Generali Seguros, S.A., offering auto, health, home, life, accident, liability, cyber, and savings products to individual consumers, SMEs, corporates, and multinationals across Portugal via agents, stores, and digital channels.
- Company typePrivate
- Founded1871
- HeadquartersLisbon, Portugal
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What Generali Tranquilidade does
Generali Tranquilidade is a Portuguese multi-line insurance provider operating as the commercial brand of Generali Seguros, S.A., a regulated insurer registered with ASF under number 1197 and a subsidiary of Italian insurance conglomerate Assicurazioni Generali S.p.A. The company was created in 2025 when Generali Group acquired the Portuguese operations of Liberty Seguros and rebranded the business under the Generali Tranquilidade identity, retaining all existing policy terms and customer relationships.
The company offers a full-stack insurance portfolio for individuals and businesses, including auto, home, health (including a senior +55 plan and a partnership with Fundação Champalimaud), life, personal accidents, civil liability, pet, leisure/travel, savings and investment products, and corporate lines spanning work accidents, multi-risk business, cyber risks, and multinational programs. Distribution is hybrid and Portugal-wide: an extensive agent/broker (mediador) network, company-owned physical stores, a website, the App Generali Tranquilidade with biometric login, WhatsApp support, an AI virtual assistant, and proprietary service infrastructure such as Centro Auto repair centers and vídeo-peritagem (video claims inspection). Bundling is driven by the Pacotes T package line for both individuals and corporates.
Revenue is generated through recurring subscription insurance premiums (annual billing cadence across product tiers), with cross-sell into savings/investment products such as PPR pension plans and Tranquilidade Investimento Verde. The commercial model combines traditional intermediated sales with digital self-service and brand-led marketing—including Taça de Portugal naming rights and a multi-year campaign featuring Bruno Fernandes—while the integration of Generali and the former Liberty Seguros entity into a single Portuguese insurer is ongoing.
Generali Tranquilidade firmographics
Firmographics- Name
- Generali Tranquilidade
- Legal name
- Generali Seguros, S.A.
- Website
- https://generalitranquilidade.pt
- Company type
- Private
- Founded year
- 1871
- Operating status
- Operating
- Short description
- Generali Tranquilidade is the Portuguese multi-line insurance brand of Generali Seguros, S.A., offering auto, health, home, life, accident, liability, cyber, and savings products to individual consumers, SMEs, corporates, and multinationals across Portugal via agents, stores, and digital channels.
- Ownership category
- akta.pro rank
Generali Tranquilidade industry classification
Industry- Product category
- Multi-line Insurance
- NAICS
- Direct Health and Medical Insurance Carriers (524114), Direct Life, Health, and Medical Insurance Carriers (52411), Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- SIC
- Accident & Health Insurance (6321), Fire, Marine & Casualty Insurance (6331), Life Insurance (6311)
- akta.pro primary industry
- Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)
- akta.pro secondary industries
- Commercial Auto & Fleet Insurance (FSAJAMAB), Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ), General Liability Insurance (FSAJAMAE)
Keywords
Where Generali Tranquilidade is headquartered
LocationHeadquarters
- HQ city
- Lisbon
- HQ country
- Portugal
- HQ region
- Europe
Offices5 records
Markets served
Generali Tranquilidade business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D
Revenue model
- Insurance Premiums: Revenue generated from annual and monthly insurance premium payments across multiple product lines including auto, health, home, life, and personal accident insurance. Premiums are subscription-based with recurring revenue from policy renewals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Acidentes Pessoais Empresas - Base tier |
| Subscription | Annual | Acidentes Pessoais Empresas - Mais tier |
| Subscription | Annual | Acidentes Pessoais Empresas - Top tier |
| Subscription | Annual | Desporto e Eventos - Ginásios |
| Subscription | Annual | Animação Turística - Plano Atividades |
| Subscription | Annual | Vida Sem Fronteiras - Opção 1 |
| Subscription | Annual | Vida Sem Fronteiras - Opção 2 |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Generali Tranquilidade product offering
Product offeringCore offering
Generali Tranquilidade is a Portuguese insurance company offering a comprehensive portfolio of personal and business insurance products including auto, health, home, life, personal accident, civil liability, pet, leisure, and savings/investment products, plus corporate lines such as work accident, multi-risk, cyber, and multinational programs. Distribution is delivered through an agent/broker network, physical stores, and a digital platform (website and mobile app) with video inspection claims and Centro Auto repair centers.
Product overview
Generali Tranquilidade offers a comprehensive insurance portfolio organized as a multi-product platform covering both personal and business segments. For individuals: automobile, health, home (habitação), life, personal accidents, civil liability, pet insurance, leisure/travel, and savings/investment products. For businesses: work accidents, automobile, multi-risk, health, civil liability, life, personal accidents, corporate packages, cyber risks, and multinational coverage. The product ecosystem is supported by digital services including a mobile app, online claims filing, video assessment (vídeo-peritagem), provider network, and customer portal. Bundle packages (Pacotes T) allow customers to combine multiple products for discounts.
Differentiator
Problem solved
Functional benefit
Products and services
- Seguro Automóvel (Auto Insurance)
Companies that use Generali Tranquilidade
Customer profileSegments3 records
Ideal customer profiles3 records
Generali Tranquilidade technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Generali Tranquilidade partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Federação Portuguesa de Futebol (FPF)flagshipNaming sponsor partnership covering both men's and women's Taça de Portugal (Portugal Cup), the most prestigious football competition in the country. Also includes support for National Teams A (men's and women's), futsal, beach football, and U21 teams since March 2024.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Generali Tranquilidade competitors and assessment
Company assessmentDirect peers
- Allianz Portugal: Local entity of global insurer Allianz, operating multi-line personal and commercial insurance in Portugal through agents and digital channels — directly comparable to Generali Tranquilidade's portfolio breadth.
- Fidelidade: Largest Portuguese insurer with the same full multi-line product set (auto, home, health, life) sold through similar agent/broker networks in Portugal. Most direct head-to-head competitor to Generali Tranquilidade.
- Ageas Portugal (Ocidental / Médis): Operates Ocidental (multi-line P&C, life) and Médis (health) brands in Portugal — directly comparable retail multi-line competitor with strong positions in personal accident/health segments.
- Zurich Portugal: Portuguese arm of Zurich Insurance Group offering auto, home, life, and SME products with comparable agent distribution and claims infrastructure.
- UNA Seguros: Portuguese mutual insurer offering multi-line personal and business coverages via a mutual/cooperative model; competes for similar retail and SME customers in Portugal.
- Vitória Seguros: Portuguese insurer specializing in health and personal accident lines (alongside auto and home), historically strong among professional classes — overlapping with Tranquilidade's Accident and Health segment focus.
- MAPFRE Portugal: Subsidiary of MAPFRE, the Spanish mutual-led insurance group. Operates the same multi-line retail and SME insurance model through agents in Portugal, including auto, home, and health lines.
Emerging players
- Multicare: Health-focused Portuguese insurer from CGD group; competes specifically with Tranquilidade's Saúde Individual and Saúde +55 lines and partner-network health model.
Broad incumbents
- Assicurazioni Generali: Italian parent of Generali Tranquilidade and one of the world's largest multi-line insurers; parent context — same group, broader portfolio across Europe, Asia, and Latin America.
Others
- AdvanceCare: Health-services provider listed as a subsidiary/partner of Generali Tranquilidade, also serving as third-party administrator (TPA) for other Portuguese health insurers — adjacent ecosystem participant rather than direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Generali Tranquilidade social profiles
Digital presenceGenerali Tranquilidade compliance and trust
Trust signalCompliance4 records
Generali Tranquilidade financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generali Tranquilidade leadership team
Management profileNumber of profiles
Profiles3 records
Generali Tranquilidade subsidiaries and ownership
Company hierarchySubsidiaries3 records
Generali Tranquilidade funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generali Tranquilidade 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 Generali Tranquilidade
What does Generali Tranquilidade do?
Generali Tranquilidade is a Portuguese insurance company offering a comprehensive portfolio of personal and business insurance products including auto, health, home, life, personal accident, civil liability, pet, leisure, and savings/investment products, plus corporate lines such as work accident, multi-risk, cyber, and multinational programs. Distribution is delivered through an agent/broker network, physical stores, and a digital platform (website and mobile app) with video inspection claims and Centro Auto repair centers.
Is Generali Tranquilidade a public or private company?
Generali Tranquilidade is a private company. It is classified as corporate owned and is currently operating.
When was Generali Tranquilidade founded?
Generali Tranquilidade was founded in 1871.
Where is Generali Tranquilidade based?
Generali Tranquilidade is headquartered in Lisbon, Portugal, in the Europe region.
How does Generali Tranquilidade make money?
One revenue line is on record: insurance Premiums.
Who are Generali Tranquilidade's main competitors?
Direct peers on record are Allianz Portugal, Fidelidade, Ageas Portugal (Ocidental / Médis), Zurich Portugal, UNA Seguros, Vitória Seguros and MAPFRE Portugal. Multicare is listed as an emerging player. Assicurazioni Generali is listed as a broad incumbent. AdvanceCare is listed as an others.
Does Generali Tranquilidade have an API?
No public API is recorded for Generali Tranquilidade.
What industry is Generali Tranquilidade in?
Generali Tranquilidade's product category is Multi-line Insurance. Its primary akta.pro industry code is FSAIAEAD, Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident), with a secondary code of FSAJAMAB, Commercial Auto & Fleet Insurance. Its NAICS code is 524114 and its SIC code is 6321.