COMPANY PROFILE

Prima

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Leading provider of online car insurance

Milan, ItalyFounded 2014Fintech

Valuation $1–2.5B Last recorded · 2025

Revenue $1–5B Latest reported FY

Headcount 2–5k Current team size

Total funding $100–500M Disclosed equity funding

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About Prima

Prima.it is an Italian insurtech company that has established a significant presence in the European market. The company operates as a direct-to-consumer online insurance agency, specializing in automotive policies, which include cars, motorbikes, and vans. By leveraging technology, Prima.it has streamlined the process of purchasing and managing insurance, making it more accessible and user-friendly for its customers.

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The company's business model is centered around its online platform, which allows customers to purchase insurance policies directly, cutting out the need for traditional intermediaries. This direct model, combined with a strong focus on technology, has enabled Prima.it to attract a large customer base, which currently stands at over 4.2 million. The company's financial performance is strong, with gross written premiums reaching €1.3 billion across Europe.

Prima.it's target market consists of individuals seeking straightforward and convenient insurance solutions for their vehicles. The company's growth has been supported by a team of over 1,000 employees, and it has become one of the most successful insurtech players in the world. The company's use of technology extends to its internal operations, with a heavy reliance on business intelligence, software frameworks, and software development tools to maintain its competitive edge.

Source: Dealroom company data