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Prima
What Does Prima Do?
Prima Assicurazioni is an Italian insurtech company that operates as a tech agency, distributing car, motorbike, van, and home insurance policies online. Launched in 2015, Prima leverages technology to simplify the insurance experience, offering competitive pricing and a fully digital customer journey. They aim to become Europe's leading direct online insurer by focusing on data analytics, user experience, and efficient operational processes. The company acts as an underwriting agency, working with prominent international insurance partners like Great Lakes Insurance SE (Munich Re Group) and iptiQ (Swiss Re Group).
Where Is Prima's Headquarters?
HQ Function
Serves as the central hub for operations, technology development, marketing, customer service strategy, and corporate management for its Italian and expanding European operations.
Notable Features:
Located in a prominent and accessible area of Milan, the office likely features modern, open-plan designs fostering collaboration, typical of tech-focused companies. It is equipped with advanced technological infrastructure to support its digital-first operations.
Work Culture:
The work culture at Prima Assicurazioni's HQ is characterized by innovation, dynamism, and a data-driven approach. As an insurtech, it fosters a collaborative environment with a strong emphasis on technological advancement, agility, and customer-centric solutions, attracting talent that is passionate about disrupting traditional industries.
HQ Significance:
The Milan headquarters is significant as it anchors Prima's operations in Italy, its primary market, and serves as the command center for its European expansion. Its location in Milan provides access to a rich talent pool in tech, finance, insurance, and design.
Values Reflected in HQ: The headquarters likely reflects Prima's core values of innovation, transparency, efficiency, and customer focus through its contemporary design, integration of technology in the workspace, and environments that encourage teamwork and creative problem-solving.
Location:
While founded and headquartered in Italy, Prima Assicurazioni has embarked on a strategic international expansion into other key European markets. Currently, its global functions are primarily focused on replicating its successful direct online insurance model in Spain and the United Kingdom. This involves localizing its robust technology platform, marketing strategies, customer service operations, and product offerings for each new country, while leveraging centralized expertise in technology and data analytics from its Italian hubs.
Street Address:
Piazzale Loreto, 17
City:
Milan
State/Province:
Lombardy
Country:
Italy
Where Else Does Prima Operate Around the World?
Madrid, Spain
Address: Calle de Manzanares, 4, 28005 Madrid
To establish and grow Prima Assicurazioni's presence in Spain, adapting its successful Italian insurtech model to the local regulatory environment and consumer preferences.
London, United Kingdom
Address: Uncommon, Borough, 1 Long Lane, London, SE1 4PG
To expand Prima's innovative insurance offerings to the UK, leveraging its tech platform to gain market share and provide accessible online insurance solutions.
Rome, Italy
Address: Via Ostiense, 92, 00154 Roma RM
To attract specialized tech talent from another major Italian city, fostering R&D and strengthening Prima's capabilities in creating cutting-edge insurtech solutions for all its markets.
Buying Intent Signals for Prima
Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.
Who's Leading Prima? Meet the Executive Team
As of April 2025, Prima' leadership includes:
Who's Investing in Prima?
Prima has been backed by several prominent investors over the years, including:
What Leadership Changes Has Prima Seen Recently?
In the last 12 months, there have been no major, publicly announced changes (hires or exits) at the C-suite executive level for Prima Assicurazioni. The company appears to have maintained stability in its top leadership while focusing on strategic growth and expansion of its broader management and operational teams.
What Technology (Tech Stack) Is Used byPrima?
Discover the tools Prima uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Prima Email Formats and Examples
Prima Assicurazioni commonly uses the 'firstname.lastname@prima.it' email format for its employees. This standardized structure facilitates professional communication both internally and externally.
firstname.lastname@prima.it
Format
mario.rossi@prima.it
Example
90%
Success rate
What's the Latest News About Prima?
Sifted • February 5, 2024
Prima Assicurazioni highlighted as a potential future unicorn from Southern Europe
Sifted, an FT-backed media outlet, identified Prima Assicurazioni as one of Southern Europe's 'soonicorns' – startups with strong potential to reach a $1 billion valuation. The article highlighted its significant growth in the Italian insurtech market and its ongoing European expansion as key indicators of its unicorn potential....more
BeBeez • October 17, 2023
Prima Assicurazioni targets 500 million euros in premiums for 2023 and considers IPO
According to BeBeez, citing sources, Prima Assicurazioni was on track to achieve 500 million euros in gross written premiums by the end of 2023. The report also mentioned that the insurtech company is contemplating a potential Initial Public Offering (IPO) in the foreseeable future, reflecting its strong performance and market ambitions....more
Corriere Comunicazioni • September 27, 2023
Prima Assicurazioni: hiring plan for the new tech hub in Rome
Prima Assicurazioni announced the opening of a new technology hub in Rome, located at Via Ostiense 92. The company plans to hire 100 tech professionals, including software engineers and data scientists, for this hub over the next two years. This initiative aims to attract top talent and further boost innovation, particularly in AI and data science, supporting the company's growth....more
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