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Prima Assicurazioni

“Can a data-driven Italian insurtech scale motor-first direct distribution across Europe — and is it worth more inside a global insurer than independent?”

Founded2014
HQMilan, Italy
FoundersAlberto Genovese, George Ottathycal Kuruvilla
Total raised€100M+ (2018 capital increase)
Latest roundAcquired by AXA (November 2025)
IndustryFintech / Insurtech
The story

Founded 2014 in Milan as a data-driven insurtech agency selling motor policies underwritten by international reinsurers (Great Lakes/Munich Re, iptiQ/Swiss Re, later Triglav and Arch). Scaled online-direct in Italy then expanded to UK and Spain. Acquired by AXA Group in November 2025, ending its independent chapter and folding its tech DNA into a global insurance parent.

Last 12 months
2025-11
2026-05
Product timeline
2014
Founded in Milan by Alberto Genovese and George Ottathycal Kuruvilla.· founding
2015
Launched motor insurance product online.· product
2018
Closed €100M capital increase to fund growth.· funding
2020
Reached 1.1M customers, becoming a top direct motor insurer in Italy.· milestone
2023
Expanded internationally to UK and Spain.· expansion
2025
Acquired by AXA Group (51%) in November 2025.· acquisition
Regulated entities
1
regulatory licence held by Prima Assicurazioni
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
3 layers disclosed in Prima Assicurazioni’s embedded-finance stack
Payments / PSP
AdyenPayPal
Lending
in the full report
Insurance
in the full report
Accounting gap: none
5 more providers across 2 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.