# Habit

> Embedded and contextual insurance distribution platform for non\-insurance brands

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | Solutions Provider |
| Region | EMEA |
| Headquarters | Lisbon, Portugal |
| Founded | 2012 |
| Stage | Growth |
| Employees | 11-50 |
| Funding | Series A |

## Overview

Habit is an embedded insurance distribution platform for non-insurance brands, financial institutions, and insurers in Europe and Latin America. The company operates in the P&C space, enabling retailers, telecoms, banks, and mobility providers to integrate and offer insurance products through their existing customer journeys.

The platform delivers modular, end-to-end distribution capabilities as a SaaS and API-first solution. Partners can configure products, set pricing and underwriting rules, manage policy lifecycles, automate claims, and access real-time analytics without requiring deep insurance expertise. Habit operates independently of specific insurers or products, giving distribution partners flexibility in carrier relationships.

Founded in 2012 and headquartered in Lisbon, Habit has built a customer base of 15+ partners across retail, financial services, telecommunications, and healthcare sectors, including NOS (Portugal telecom), Auchan (retail), and Claro Pay (Brazil). The company raised USD 5.39M in a Series A round in November 2022 from Bright Pixel Capital, SixThirty, and BiG Start Ventures, and was recognized as a top 25 startup in Portugal in the 2023 Scaleup Portugal Report.

## Products & services

### Embedded Insurance Distribution Platform

An end-to-end platform enabling non-insurance brands to design, distribute, and manage insurance products as part of their core customer experience. The platform uses real-time data to drive contextual decisions about which products to present at which points in the customer journey.

**Key features:**

- Product and pricing configuration with underwriting rule management
- Multi\-channel sales and distribution including white\-label portals and API integrations
- Policy lifecycle management with digital issuance, renewals, updates, and cancellations
- Claims processing with AI\-assisted automation and financial flow management
- Real\-time dashboards, analytics, and reporting across sales, operations, and finance

*Target users:* Non\-insurance brands \(retail, telecom, banking, mobility, healthcare\), Insurers seeking new distribution channels

### Bill Protection Insurance

A specific insurance product distributed through Habit's platform, providing financial protection for end customers.

*Target users:* End consumers via partner brands

## Category & focus

- Subcategories: Embedded Insurance, White\-Label Distribution, Contextual Insurance
- Insurance verticals: P&C Personal, P&C Commercial, Specialty/E&S
- Target customers: Carriers, Brokers

## Notable customers

- NOS \(Portugal telecom\)
- Auchan \(retail, Portugal and France\)
- Claro Pay \(Brazil payment platform\)
- Credibom \(Portugal financial services\)
- Norauto \(European automotive retail\)
- Luz Saude \(Portugal health services\)
- Deporvillage \(European sports retail\)

## Links

- Website: <https://habit.io>
- Directory profile: <https://insurtechlist.com/companies/habit/>
- Careers: <https://habit.io/careers>
- Linkedin: <https://www.linkedin.com/company/habit-analytics>
- Press/news: <https://habit.io/press-media>

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*Last updated: 2026\-07\-02*