Safe Choice
Safe Choice is a Greek insurance brokerage founded in 2002 by Sotiris Mendrinos, intermediating between individual and small-business customers and 11+ carriers across nine product lines including auto, home, health, business, boat/yacht, and liability coverage in the Attica region.
- Company typePrivate
- Founded2002
- HeadquartersPiraeus, Greece
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Safe Choice does
Safe Choice is an insurance brokerage (ασφαλιστικό πρακτορείο) based in Perama, Piraeus-Attica, Greece, founded in 2002 by Sotiris Mendrinos as a sole proprietorship. It operates as an intermediary between individual and small-business customers and a panel of 11+ insurance carriers including AIG, Allianz, Ergo, Generali, Interasco, Atlantic Union, and New Poseidon. The brokerage distributes nine product lines: private auto, household contents, mortgage-linked home, business, boat/yacht, civil liability, hospitalization, outpatient health, and a general fire-and-theft offering. Customers reach the agency via walk-in, phone, digital channels (blog, Facebook, newsletter), and direct contact with the founder; the agency advertises 24-hour personal advisor availability, including same-day and out-of-hours response. Pricing is set per carrier and per product, with disclosed examples ranging from 35 EUR per year for boat third-party liability to 65 EUR per month for family hospitalization coverage.
The business model is commission-based: Safe Choice earns placement and renewal commissions on every policy it sells through its carrier panel, with no disclosed premium-bearing or risk-carrying activity of its own. Distribution is advisor-led rather than digital self-service, differentiating on personal service and carrier breadth rather than on price or technology. The stated tech surface is a content marketing blog (educational articles dated at least December 2020), a Facebook page, and a newsletter — there is no mobile app, no online quoting engine, and no AI or automation disclosed. Marketing is bilingual (Greek and English), and the agency positions itself for both Greek residents and English-speaking customers needing coverage in Greece.
Operationally, the firm is structured as a sole proprietorship serving a regional Attica customer base, with the input reporting a headcount range of 101-250 (which for a Greek sole-proprietorship broker likely reflects aggregated panel/affiliated advisor counts rather than true W-2 employees). Customer evidence is limited to individual testimonials and named case scenarios such as mortgage-linked household policies and boat/yacht cover, with no disclosed enterprise logos or B2B anchor accounts. The agency does not report revenue, ARR, or commission volume, and there is no evidence of external funding, M&A activity, or technology investment.
Safe Choice firmographics
Firmographics- Name
- Safe Choice
- Legal name
- Σωτήρης Μενδρινός - Πρακτορείο Ασφαλειών
- Website
- https://safechoice.gr
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Safe Choice is a Greek insurance brokerage founded in 2002 by Sotiris Mendrinos, intermediating between individual and small-business customers and 11+ carriers across nine product lines including auto, home, health, business, boat/yacht, and liability coverage in the Attica region.
- Ownership category
- akta.pro rank
Where Safe Choice is headquartered
LocationHeadquarters
- HQ city
- Piraeus
- HQ country
- Greece
- HQ region
- Europe
Offices1 record
Markets served
Safe Choice business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Insurance Policy Commissions: Safe Choice generates revenue through commissions earned on insurance policies sold through their agency, representing multiple insurance companies to provide comparative options to customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Hospitalization insurance for family - up to 65 EUR monthly |
| Subscription | Annual | Home insurance construction - from 100 EUR annually |
| Subscription | Monthly | Outpatient care insurance - coverage up to 100% |
| Subscription | Annual | Boat liability insurance - from 35 EUR annually |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Safe Choice product offering
Product offeringCore offering
Safe Choice is an independent insurance brokerage agency (Πρακτορείο Ασφαλειών) based in Perama, Piraeus-Attica, Greece. The company acts as an intermediary between customers and 11+ insurance providers, offering comparative policy selection, advisory services, and claims assistance across personal and commercial insurance lines including health, auto, home, business, boat/yacht, and civil liability coverage. Founded in 2002 by Sotiris Mendrinos, the agency emphasizes personalized face-to-face advisory over internet-based insurance purchasing.
Product overview
Safe Choice is an insurance agency/brokerage (Πρακτορείο Ασφαλειών) operated by Σωτήρης Μενδρινός, providing a comprehensive portfolio of insurance products and services since 2002. The company offers nine core insurance products covering health, auto, home/property, business, boat/yacht, civil liability, hospital care, outpatient care, and mortgage-linked home insurance. As an independent insurance broker, Safe Choice acts as an intermediary between customers and multiple insurance companies, offering personalized advice, policy comparison, and claims assistance services rather than a technology-based product platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Health Insurance (Ασφάλεια Υγείας) Health insurance coverage that covers expenses from doctor visits to hospitalization in private medical institutions, providing high-quality healthcare services without waiting queues. Targeted at individuals and families in Greece.
- Car Insurance (Ασφάλεια Αυτοκινήτου) Vehicle insurance protecting property and the social community, covering material damages and bodily injuries caused to third parties in the event of accidents. Targeted at individual vehicle owners in Greece.
- Home Insurance (Ασφάλεια Κατοικίας) Property insurance covering damages from events such as flooding, fire, or earthquakes, protecting homeowners' most important asset. Targeted at Greek homeowners and property owners.
- Business Insurance (Ασφάλεια Επιχείρησης/Καταστήματος) Commercial insurance protecting businesses from damages caused by fire, natural phenomena, malicious attacks, or other events that could cause financial destruction. Targeted at Greek small and medium business owners, shops, and income-generating enterprises.
- Boat/Yacht Insurance (Ασφάλεια Σκαφών Αναψυχής) Mandatory pleasure boat civil liability insurance under Greek law, covering bodily injury or death of passengers and third parties, with optional coverages for weather phenomena, stranding, theft, and fire. Targeted at Greek pleasure boat owners. Pricing starts from 35 EUR annually.
- Civil Liability Insurance (Ασφάλεια Αστικής Ευθύνης) Insurance covering economic claims for damages (bodily injury, death, moral damage, property damage, environmental pollution) caused to third parties due to negligence, omissions, or mistakes. Targeted at businesses, professionals, and individuals in Greece.
- Hospital Care Insurance (Ασφάλιση Νοσοκομειακής Περίθαλψης) Hospitalization insurance for families covering costs up to 65 EUR monthly for a four-member family, including coverage in private or public hospitals, emergency visits, preventive examinations, and maternity benefits. Targeted at Greek families.
- Out-of-Hospital Care Insurance (Εξωνοσοκομειακή Περίθαλψη) Low-cost outpatient insurance with up to 100% coverage for doctor visits, medical examinations, and tests at contracted private hospitals, including discounted rates for procedures such as gastroscopy and colonoscopy. Targeted at Greek individuals and families seeking affordable outpatient coverage.
- Mortgage-Linked Home Insurance (Ασφάλιση Κατοικίας λόγω Δανεισμού) Mandatory insurance for mortgaged properties that homeowners can purchase from any insurance company, not just through the bank. Home construction insurance for 100,000 EUR properties starts from 100 EUR annually through Safe Choice versus approximately 250 EUR when purchased through a bank. Targeted at Greek homeowners with mortgages.
- Claims Assistance Service Guidance and support service provided by Safe Choice's personal insurance advisors to help clients navigate complex claims procedures with their insurance providers, available on a 24-hour basis. Targeted at all Safe Choice policyholders in Greece.
Quantifiable outcome
- Home insurance cost savings of 150 EUR annually (100 EUR vs 250 EUR) when purchased through agency rather than bank
Companies that use Safe Choice
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles2 records
Safe Choice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Safe Choice partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor.
- AIGminorAIG is one of the insurance companies whose accident declaration forms are available on Safe Choice's website for customer convenience.
- AllianzminorAllianz is one of the insurance companies whose accident declaration forms are available on Safe Choice's website for customer convenience.
- ErgominorErgo is one of the insurance companies whose accident declaration forms are available on Safe Choice's website for customer convenience. Ergo cancellation form also available.
- GeneraliminorGenerali is one of the insurance companies whose accident declaration forms are available on Safe Choice's website for customer convenience.
- InterascominorInterasco is one of the insurance companies whose accident declaration forms are available on Safe Choice's website for customer convenience.
- Atlantic Union (Ατλαντική Ένωση)minorAtlantic Union is one of the insurance companies whose accident declaration forms are available on Safe Choice's website for customer convenience.
- New Poseidon (Νέος Ποσειδών)minorNew Poseidon is one of the insurance companies whose accident declaration forms are available on Safe Choice's website for customer convenience.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Safe Choice competitors and assessment
Company assessmentDirect peers
- Aon Greece: Global insurance and reinsurance broker with Greek operations. Functions as a direct competitor to Safe Choice in intermediating insurance for Greek individuals and businesses, with broader product breadth and international carrier access.
- Howden Hellas: International insurance brokerage with a Greek presence, brokering personal and commercial lines on behalf of multiple carriers. Closest direct functional peer to Safe Choice in terms of multi-carrier intermediation model, though at significantly larger scale.
- Marsh Greece: Global insurance broker and risk advisor with Greek operations, placing commercial and personal lines with carriers on behalf of clients. Comparable to Safe Choice as a broker, but focused primarily on commercial/SME risk while Safe Choice skews retail.
Broad incumbents
- NN Hellas: Large life and health insurance carrier in Greece, originally part of ING. Operates an agency distribution model and competes directly with Safe Choice's health and life insurance offerings through tied agents in the same Greek retail market.
- ERGO Hellas: Greek insurance carrier offering personal accident, health, and property products via agency and direct distribution. Listed as one of Safe Choice's carrier partners, so it competes with Safe Choice in the agency channel while also selling direct.
- Generali Hellas: Greek subsidiary of Generali Group, distributing life and P&C products through tied and independent agents. Overlaps with Safe Choice on auto, home, and health lines and competes for the same personal-lines customer pool in Greece.
- Interamerican: Major Greek insurance company distributing personal and commercial lines through both direct channels and an agency network. Competes with Safe Choice for the same Greek household-insurance customers, but at much larger scale and with proprietary direct-to-consumer channels.
- Allianz Hellas: Greek arm of global insurer Allianz, offering personal and commercial lines via agents and direct channels. Also a partner-carrier of Safe Choice, making it a partial competitor on direct distribution while still flowing commission through the agency.
- Ethniki Asfalistiki (National Insurance): One of the largest Greek insurance groups offering personal lines (auto, home, health) through a broad agency network. Competes head-to-head with Safe Choice across multiple product categories and benefits from bank-distribution scale.
Emerging players
- Anytime: Greek digital-first insurance platform (backed by Interamerican) that sells auto, home, and health insurance directly to consumers online. Represents the most direct digital threat to Safe Choice's traditional advisor-led model in the Greek retail market.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Safe Choice social profiles
Digital presenceSafe Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Safe Choice leadership team
Management profileNumber of profiles
Profiles1 record
Safe Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Safe Choice 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 Safe Choice
What does Safe Choice do?
Safe Choice is an independent insurance brokerage agency (Πρακτορείο Ασφαλειών) based in Perama, Piraeus-Attica, Greece. The company acts as an intermediary between customers and 11+ insurance providers, offering comparative policy selection, advisory services, and claims assistance across personal and commercial insurance lines including health, auto, home, business, boat/yacht, and civil liability coverage. Founded in 2002 by Sotiris Mendrinos, the agency emphasizes personalized face-to-face advisory over internet-based insurance purchasing.
Is Safe Choice a public or private company?
Safe Choice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Safe Choice founded?
Safe Choice was founded in 2002. It employs 101 to 250 people.
Where is Safe Choice based?
Safe Choice is headquartered in Piraeus, Greece, in the Europe region.
How does Safe Choice make money?
One revenue line is on record: insurance Policy Commissions.
Who are Safe Choice's main competitors?
Direct peers on record are Aon Greece, Howden Hellas and Marsh Greece. Broad incumbents are NN Hellas, ERGO Hellas, Generali Hellas, Interamerican, Allianz Hellas and Ethniki Asfalistiki (National Insurance). Anytime is listed as an emerging player.
Does Safe Choice have an API?
No public API is recorded for Safe Choice.