# Firstance

> European wealthtech platform for private and wealth\-linked life insurance distribution

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | Broker |
| Region | EMEA |
| Headquarters | Milan, Italy |
| Founded | 2010 |
| Stage | Established |
| Employees | 51-200 |
| Funding | PE-Backed / Acquired (Harvest Group, 2026) |

## Overview

Firstance is a private and wealth-linked life insurance brokerage serving banks, private bankers, asset managers, institutional intermediaries, and family offices across Europe, alongside direct distribution to individual policyholders.

The company operates as an independent insurance intermediary with no underwriting authority of its own, distributing private insurance and universal life products from more than 27 international insurance companies. It is active in Italy, Luxembourg, Liechtenstein, Monaco, Spain, and Finland, and grew through a co-intermediation distribution model introduced in 2012 alongside a series of acquisitions: Life & Wealth (2020), Farad Insurance Broker (2022), and Gatsby & White (2024).

Firstance was founded in Milan in 2010 as First Advisory, an advisory boutique, before rebranding to Firstance. Its distribution runs through a proprietary technology platform of three integrated web and mobile applications, built in-house on AWS starting in 2019, rather than through licensed third-party agency-management software. In January 2026, French wealthtech group Harvest announced its acquisition of Firstance, extending Harvest's coverage across more than 30 European jurisdictions.

## Products & services

### FA WILL

Intermediary-layer platform connecting insurance companies and banks, streamlining the exchange of data and documents between distribution partners.

**Key features:**

- Data and document exchange between insurers and distribution partners
- Regulatory compliance enforcement and protection of sensitive information

### FA SUITE

Data-driven platform for distributors and private bankers, built in-house on AWS starting in 2019 and launched as a standalone proprietary platform in 2021.

**Key features:**

- Policy underwriting and digital subscription workflow support
- Commercial dashboard for post\-sale processing and portfolio oversight
- Built on AWS since 2019, launched as a standalone platform in 2021

### FA LOUNGE

Direct policyholder-facing portal and mobile app, also distributed via Google Play, giving individual clients visibility into their private insurance policies and investments.

**Key features:**

- Policy and investment visibility and management for individual clients
- ESG and MiFID regulatory transparency reporting
- Available as a mobile app via Google Play

## Category & focus

- Insurance verticals: Life & Annuity
- Target customers: Consumers, Agents/Agencies

## Notable customers

- Distributes products from more than 27 international insurance companies

*60\+ private banking, wealth management, and family office relationships*

## Links

- Website: <https://firstance.com>
- Directory profile: <https://insurtechlist.com/companies/firstance/>
- Linkedin: <https://www.linkedin.com/company/firstance>
- Press/news: <https://firstance.com/index.php/en/2026/01/08/harvest-strengthens-its-pan-european-footprint-with-the-acquisition-of-firstance-3/>
- Client portal: <https://firstance.com/index.php/en/fa-lounge/>

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*Last updated: 2026\-08\-05*