L'AMIE AG

What L'AMIE AG does

L'AMIE AG is an Austrian digital insurance intermediary headquartered in Kirchschlag bei Linz that operates as Austria's first pure online direct insurance provider, acting as a Coverholder at Lloyd's with binding authority underwritten by Lloyd's Brussels, ERGO Versicherung AG, Atlas Insurance PCC Limited (via L'AMIE Cell), and Tokio Marine Europe S.A. Its product portfolio spans household and homeowners insurance, parametric wedding and event weather insurance, wedding cancellation insurance, cyber insurance, automatic roaming-activated travel insurance, and smartphone handset insurance — sold through three distinct go-to-market channels: a proprietary direct-to-consumer website (lamie-direkt.at), embedded white-label distribution inside A1 and Drei mobile tariffs, and a broker/wedding-vendor referral network with commission tracking.

Name

L'AMIE AG

Legal name

L'AMIE AG

Website

https://www.lamie-direkt.at

Company type

Private

Operating status

Operating

Short description

L'AMIE AG is Austria's first pure online direct insurance intermediary, operating as a Lloyd's Coverholder to distribute household, wedding, event, travel, cyber, and handset insurance to consumers via its website and embedded telecom partnerships with A1 and Drei.

Ownership category

akta.pro rank

Product category

Digital Insurance Intermediation

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industries

Embedded Travel Insurance Distribution & APIs (THALALAA), Underwriting, Pricing & Policy Administration (PAS) for Travel Insurance (THALALAK)

Keywords

• Insurtech distribution
• Digital insurance broker
• Online insurance platform
• Wedding weather insurance
• Embedded telecom insurance

Headquarters

HQ city

Kirchschlag Bei Linz

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: LAMIE acts as a Coverholder (insurance agent with authority to bind) earning commissions from insurers (Lloyd's, ERGO, Atlas) for policies sold through its digital platform. Customers pay premiums (one-time for event/wedding products; recurring for travel/handset/cyber products) and LAMIE earns a share of each premium.
2. Broker/Voucher Referral Fees: Insurance brokers and wedding service providers earn commission per brokered contract and advertising subsidies for referring customers via personal voucher codes. LAMIE earns revenue from each successfully tracked and converted referral.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

L'AMIE AG operates as Austria's first pure online direct insurance intermediary, distributing personal and small-event insurance products through its own website (lamie-direkt.at) and embedded partnerships with telecom operators A1 and Drei. The product portfolio includes household and homeowners insurance (via ERGO), wedding weather and cancellation insurance, event weather insurance, cyber insurance, automatic travel insurance activated by smartphone roaming, and handset insurance. As a Coverholder at Lloyd's, L'AMIE underwrites and services policies on behalf of Lloyd's, ERGO, Atlas Insurance, and Tokio Marine, earning commissions on premiums and referral fees from broker/affiliate networks.

Product overview

LAMIE direkt is Austria's first pure online direct insurance broker, operating as a Coverholder at Lloyd's. The company distributes a portfolio of digital-first insurance products through its website, including household/home insurance (via ERGO), wedding insurance (weather and cancellation), event weather insurance, cyber insurance products (A1 Cyberschutz, Three Online Shopping Protection Pro), and automatic travel insurance integrated with telecom partners (A1 and Drei). All products are underwritten by established insurers including ERGO Versicherung AG, Atlas Insurance PCC Limited (via LAMIE Cell), Lloyd's Brussels, and Tokio Marine. The company emphasizes commission-free online distribution with transparent coverage and annual cancellation flexibility.

Differentiator

Problem solved

Functional benefit

Products and services

• Haushaltsversicherung (Household Insurance) A combination product bundling home contents and personal liability coverage for individuals in Austria and Germany, underwritten through ERGO Versicherung AG with optional deductibles and annual cancellation flexibility.
• Eigenheimversicherung (Homeowners Insurance) Property insurance covering the building structure and contents for owner-occupied homes, distributed online in cooperation with ERGO Versicherung AG.
• Hochzeitswetterversicherung (Wedding Weather Insurance) Parametric wedding-day rain insurance for couples in Austria and Germany that triggers automatic payout when rainfall exceeds a defined threshold at the insured venue, eliminating the need for damage documentation.
• Hochzeitsstornoversicherung (Wedding Cancellation Insurance) Cancellation insurance covering irrecoverable wedding costs for couples in Austria and Germany, available in Basic and Premium tiers up to €40,000 sum insured.
• Fest-Wetterversicherung (Event Weather Insurance) Parametric weather insurance for organizers of outdoor corporate, cultural, sporting, market, political, and music events in Austria and Germany, paying lump sums up to €10,000 when rainfall thresholds are exceeded.
• A1 Cyberschutz (A1 Cyber Protection) Cyber insurance bundled with A1 mobile contracts covering online banking/shopping fraud, identity theft, and data recovery for individuals and families.
• Drei Online-Shopping-Schutz Pro (Three Online Shopping Protection Pro) Online shopping fraud and identity protection insurance distributed through Drei mobile internet tariff packages for Drei customers in Austria.
• Drei Reiseschutz (Drei Travel Protection) Roaming-activated travel insurance bundled with Drei mobile tariffs that provides international health, accident, baggage, and liability coverage billed per travel day.
• A1 Reiseschutz (A1 Travel Protection) Roaming-activated travel insurance bundled with A1 mobile contracts covering international health, accident, baggage, liability, and roadside assistance, billed per travel day.
• A1 Handygarantie (A1 Handset Insurance) Mobile handset insurance bundled with A1 contracts covering damage, breakage, water, and theft for devices of varying price tiers, with deductibles from €20 to €129.

Quantifiable outcome

• 22,000+ insurance claims processed per year across A1 Handygarantie alone
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Lloyd's (Lloyd's Brussels)coreStrategic or Co-development PartnerLAMIE holds 'Coverholder at Lloyd's' status, granting it authority to underwrite risks, calculate premiums, issue policies, and handle claims on behalf of Lloyd's underwriters. Every LAMIE customer enjoys the financial backing and security ratings of Lloyd's Brussels, one of the world's largest specialty insurance markets.
• ERGO Versicherung AGcoreStrategic or Co-development PartnerERGO Versicherung AG is the insurer behind LAMIE's household/home insurance products. LAMIE acts as managing agent (Coverholder with claims authority) arranging the Ergo household insurance on behalf of the insurer. LAMIE offers only this Ergo household insurance product and does not offer competing products.
• Atlas Insurance PCC LimitedcoreStrategic or Co-development PartnerAtlas Insurance PCC Limited, a Protected Cell Company regulated by the Malta Financial Services Authority, is the insurer for LAMIE's A1 Handygarantie (handset insurance) and other cell-based products. L'AMIE Cell within Atlas provides the insurance structure for LAMIE's mobile device coverage.
• A1coreGTM or Marketing PartnerA1 bundles LAMIE's travel protection, cyber protection, and Handygarantie (handset insurance) within its mobile tariff packages. LAMIE's insurance products are distributed as embedded add-ons through A1's retail and digital channels, with coverage activated via A1 customer accounts and roaming detection.
• Drei (H3G)coreGTM or Marketing PartnerDrei integrates LAMIE's Online Shopping Protection Pro and travel protection into Drei mobile internet tariff packages. LAMIE provides the insurance product while Drei distributes it as a value-add bundled service to its mobile customer base in Austria.
• UBIMET GmbHcoreTechnology or IntegrationUBIMET GmbH provides the RACE (Refined Atmospheric Condition Evolution) weather model that measures rainfall at LAMIE-insured wedding and event venues. The model uses precipitation radar, weather stations, and satellite data to determine whether the 7.5mm rain threshold has been met for automatic insurance payouts, eliminating the need for policyholders to provide damage documentation.
• hochzeitskiste.infominorGTM or Marketing PartnerWedding planning portal partner that displays LAMIE's wedding insurance offerings, driving referrals for wedding weather and cancellation insurance products.
• hochzeit-selber-planen.comminorGTM or Marketing PartnerWedding planning resource partner displaying LAMIE's insurance offerings to drive referrals for wedding insurance products.
• Heysharing (heysharing.com)minorGTM or Marketing PartnerSharing economy partner displaying LAMIE wedding insurance offerings to its users, generating referrals for wedding weather and cancellation insurance.
• Tokio Marine Europe S.A.minorStrategic or Co-development PartnerListed as one of LAMIE's insurer partners in the FAQ section alongside Lloyd's, ERGO, and Atlas. Specific product relationship not detailed.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Getsafe: German digital insurance platform offering commission-free, app-based household, liability, and lifestyle insurance products directly to consumers. Highly comparable to L'AMIE's digital-first, transparent-value-prop positioning in the DACH region.
• wefox: Swiss-headquartered European insurtech operating as a digital insurance broker with embedded distribution partnerships and a focus on simplifying insurance through technology. Comparable in its insurtech platform model and European footprint.
• Friday Insurance (Baloise): Berlin-based digital-first car insurer acquired by Baloise that pioneered a fully digital, app-based direct insurance model. Comparable as a direct-to-consumer digital insurer operating in the DACH region with white-label/backing from an established carrier.
• CLARK: German digital insurance manager/broker offering an app-based platform to manage and purchase insurance across multiple lines. Comparable as a digital insurance intermediary focused on transparency and customer-friendly digital experience in the DACH market.
• Lemonade: US-listed digital-first insurer using AI-driven underwriting and embedded distribution partnerships. Comparable as a mobile-first, transparent-value-prop insurer with embedded channel partnerships and lifestyle/niche product focus (renters, pet).
• ManyPets: UK-based digital insurer (formerly Bought By Many) specializing in niche lifestyle insurance products (pet, travel) with a direct-to-consumer model. Comparable in its niche lifestyle product focus and digital-first approach to underserved insurance categories.

Broad incumbents

• Allianz Direct: The direct-to-consumer digital channel of Allianz, one of Europe's largest insurers. Comparable as a digital-first insurance distribution channel competing for the same customer base, but backed by a global incumbent with broader product portfolio and balance sheet.
• UNIQA Insurance Group: One of Austria's leading insurance groups offering household, motor, life, and health insurance through digital and broker channels. Comparable as a broad Austrian insurance incumbent operating in L'AMIE's primary market with overlapping product categories.
• Vienna Insurance Group (Wiener Städtische): Major Central and Eastern European insurance group headquartered in Vienna, offering a full suite of property, casualty, and life insurance. Comparable as a large Austrian-headquartered incumbent with overlapping coverage of L'AMIE's primary geographic market.
• ERGO: Major European insurance group (Munich Re subsidiary) that is both L'AMIE's household insurance partner and a broad-line competitor in the Austrian/German market. Comparable as a multi-line insurance carrier operating across L'AMIE's core product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 L'AMIE AG