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ALICIA

Insurance as a Service -- embedding digital insurance into partner brands within a day

Distribution & Sales Growth Seed (EUR 7M)
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Overview

ALICIA is a Dutch insurtech company specializing in Insurance-as-a-Service (IaaS), enabling digital businesses to seamlessly embed insurance products into their own customer journeys. Founded in 2019 by Marijn Moerman (CEO) and Richard Arnold (CTO), ALICIA was born from the recognition that traditional insurers could not move fast enough to serve the evolving needs of the gig economy and modern digital platforms. The company launched with usage-based insurance for Temper, a Dutch platform for freelance shift workers, and has since expanded to serve 200,000+ insured individuals across 6 European markets.

ALICIA operates through two regulated entities -- Alicia Insurance B.V. and Alicia MGA B.V. -- both supervised by the Dutch Authority for the Financial Markets (AFM). The company holds MGA agreements with 10+ international risk carrier partners including AIG, HDI, Chubb, and MS Amlin, enabling it to develop and distribute tailored digital insurance products through partner platforms. ALICIA describes their philosophy as "Go digital, stay human," emphasizing digital convenience paired with quality customer support.

In late 2023, the company raised EUR 7 million in seed funding from Volta Ventures, Randstad Innovation Fund, and Achmea Innovation Fund to fuel expansion across Europe and grow its product portfolio.

Products & Services

Embedded Insurance Platform

ALICIA's core offering is a modular, end-to-end insurtech platform that partners can adopt in full or deploy as individual modules. The platform enables businesses to go live with branded insurance products within a single day, handling the complete lifecycle from digital purchase through claims settlement.

Key Features

  • Digital policy purchasing and distribution with brand-aligned UX
  • Automated claims processing completed fully digitally (within minutes)
  • International product deployment across multiple European markets
  • Performance monitoring and optimization tools
  • Customer management and support integration

Target Users: Digital banks, fintech platforms, HR service providers, gig economy marketplaces, insurers, and MGAs

Ready-Made Insurance Products

Pre-built insurance solutions covering common use cases, enabling partners to launch quickly without full product development.

Key Features

  • White-label or co-branded product options
  • Adapted to partner brand and user experience
  • Coverage for gig workers, freelancers, and independent professionals
  • Products include professional liability, cyber risk, accident, and disability coverage

Target Users: Digital platforms, freelancer-focused businesses, HR platforms

Tailor-Made Insurance Products

Custom insurance product development for partners with specific requirements, leveraging ALICIA's MGA authority and carrier relationships.

Key Features

  • Co-developed with partner brands based on user needs
  • Data-driven customization (e.g., coverage adjusts based on active assignments)
  • Hourly or usage-based premium models
  • Collective insurance structures for platform workforces

Target Users: Large platforms, HR service providers, staffing companies

Alicia Benefits

A collective insurance solution developed in partnership with HeadFirst Group for white-collar independent professionals. Professionals gain access to a tailored package of six insurance products that adjust dynamically based on their active assignments.

Key Features

  • Six integrated insurance products in one package
  • Assignment-based coverage adjustments
  • Hourly premium contributions aligned to work duration
  • Seamless enrollment within the HR platform

Target Users: Independent professionals working through staffing and HR platforms

At a Glance

Founded
2019
Headquarters
Rotterdam, Netherlands
Employees
11-50
Funding
Seed (EUR 7M)

Category & Focus

Category
Distribution & Sales
Subcategories
Embedded Insurance Insurance-as-a-Service (IaaS) MGA Platform
Insurance Verticals
P&C Commercial P&C Personal Specialty/E&S Group Benefits
Target Customers
Carriers, Brokers, MGAs/MGUs, Employers, Consumers

Customers

  • Knab (Dutch digital bank for freelancers and self-employed)
  • HeadFirst Group (Netherlands largest professional staffing platform, 2,800+ professionals protected, EUR 150M revenue protected)
  • Temper (gig work marketplace connecting professionals with shift-based work)
  • Goboony (motorhome rental platform)
  • SFZ (insurance advisor for freelancers)

Links

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Last updated: 2026-04-02