“Can a data-driven Italian insurtech scale motor-first direct distribution across Europe — and is it worth more inside a global insurer than independent?”
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.
Prima Assicurazioni processes payments through Adyen and PayPal.
Prima Assicurazioni's embedded insurance is provided by Great Lakes Insurance SE (Munich Re), iptiQ EMEA P&C / Allianz Direct Versicherungs-AG, Zavarovalnica Triglav and Alwyn (Arch Capital Group).
The Embedded Finance Index 2026 maps 3 layers in Prima Assicurazioni's stack: Payments / PSP (Adyen and PayPal); Lending (Monthly installment payment plan for insurance premiums); Insurance (Great Lakes Insurance SE (Munich Re), iptiQ EMEA P&C / Allianz Direct Versicherungs-AG, Zavarovalnica Triglav and Alwyn (Arch Capital Group)).
Prima Assicurazioni was founded by Alberto Genovese and George Ottathycal Kuruvilla and is founded in 2014, headquartered in Milan, Italy.
Prima Assicurazioni has raised €100M+ (2018 capital increase) in total (latest round: Acquired by AXA (November 2025)).
Get a read on where your own stack stands against Prima Assicurazioni and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.