# Hakuna

> Embedded product protection for European e\-commerce merchants

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | Solutions Provider |
| Region | EMEA |
| Headquarters | Berlin, Germany |
| Founded | 2021 |
| Stage | Startup |
| Employees | 11-50 |
| Funding | Seed |

## Overview

Hakuna is an embedded insurance platform for e-commerce and retail merchants operating across Europe. The company enables businesses to offer product protection plans and extended warranties at the point of sale, integrating the full insurance workflow -- policy issuance, underwriting, and claims -- into existing sales channels without requiring merchants to build insurance infrastructure themselves.

The platform operates on an API-first model, with native connectors for major e-commerce systems including Shopify, Magento, Shopware, and BigCommerce. Merchants can deploy protection plans across online storefronts, physical point-of-sale terminals, mobile apps, telesales, and email channels. Hakuna manages multi-country compliance, supporting operations in 30+ European countries with multi-language and multi-currency capabilities. Merchants earn commissions on each policy sold through the platform.

Founded in 2021 by Sebastian Jost (former Chief Commercial Officer at SumUp), Orhan Koroglu, and Rupert Mayer -- all previously executives at Abracar -- the company has raised EUR 5.5M across a pre-seed and seed round. Investors include Earlybird Venture Capital, Visionaries Club, Discovery Ventures, and angel investors including Victor Jacobsson (Klarna founder) and Marc Christ (SumUp founder). Customers include Peloton, Netto, Globetrotter, Mister Spex, and Chronext.

## Products & services

### Product Protection Platform

A white-label embedded insurance solution allowing merchants to configure, brand, and sell product protection plans through their existing sales channels. Hakuna handles policy issuance, underwriting, and claims management on the backend.

**Key features:**

- Customizable plan terms, pricing, and merchant branding
- Multi\-channel distribution: online, POS, mobile, telesales, email
- Digital claims processing with resolution typically within days
- Support for 30\+ European countries with multi\-currency and multi\-language compliance

*Target users:* E\-commerce retailers and brick\-and\-mortar merchants seeking to add product protection programs

### E\-Commerce Platform Integrations

Pre-built connectors and plug-ins for major e-commerce platforms, reducing integration complexity for merchants.

**Key features:**

- Native integrations for Shopify, Magento, Shopware, BigCommerce
- REST API for custom and headless commerce implementations
- Web\-based merchant dashboard for program management

*Target users:* E\-commerce merchants with existing platform deployments

## Category & focus

- Subcategories: Embedded Insurance, Extended Warranty, Product Protection
- Insurance verticals: P&C Personal, Specialty/E&S
- Target customers: Retailers

## Notable customers

- Peloton
- Netto
- Globetrotter
- Mister Spex
- Chronext
- Watchmaster
- Springlane
- Clevertronic
- Happybrush
- Burnhard
- Tink
- Anioinline

## Links

- Website: <https://www.hellohakuna.com>
- Directory profile: <https://insurtechlist.com/companies/hakuna/>
- Blog: <https://blog.hellohakuna.com>
- Careers: <https://hakuna.jobs.personio.de>
- Linkedin: <https://www.linkedin.com/company/hellohakuna/>
- Documentation: <https://docs.hellohakuna.com>

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*Last updated: 2026\-06\-29*