Overview

Prima.it is an Italian insurtech that sells automotive insurance (cars, motorbikes, vans) directly to consumers through an online platform across Europe. Its product works by letting customers purchase and manage policies entirely online, cutting out traditional intermediaries. The company relies on a tech-heavy approach—business intelligence, software frameworks, and development tools—to run everything from pricing to policy management, offering a streamlined, user-friendly experience. What sets Prima apart is its direct-to-consumer model scaled to a large user base (over 4.2 million customers) and a substantial European footprint, supported by €1.3 billion in gross written premiums, all built on a robust internal tech stack. The goal is to provide easy, accessible vehicle insurance to a broad European audience and to grow as a leading insurtech player in the online automotive insurance space.