# Prima Assicurazioni

> Digital\-first motor insurance carrier powered by AI and machine learning

## At a glance

| Field | Value |
| --- | --- |
| Type | Carrier |
| Region | EMEA |
| Headquarters | Milan, Italy |
| Founded | 2015 |
| Employees | 1000+ |

## Overview

Prima Assicurazioni is a direct-to-consumer and agent-distributed motor insurance carrier founded in Milan in 2015, operating across Italy, the United Kingdom, and Spain. The company writes personal lines insurance -- primarily car insurance, with extensions to motorcycle, van, and home coverage -- through a fully proprietary technology platform built by an internal team of over 400 engineers, developers, and data scientists.

The carrier distinguishes itself from incumbents through an AI-driven underwriting and pricing engine that analyzes thousands of variables in real time to generate competitive rates. Claims processing is handled via machine learning workflow automation, and the platform supports a 70% digital customer interaction rate. The underlying data infrastructure uses a data mesh architecture that supports personalization and real-time decision-making at scale.

As of November 2025, Prima operates as part of AXA Group following a strategic acquisition in which AXA purchased a 51% majority stake for USD 571.6M. The company reached EUR 1.8 billion in gross written premiums in 2025 and holds approximately 10% of Italy's retail motor insurance market, serving over 4 million customers across its three markets.

## Links

- Website: <https://www.prima.it>
- Directory profile: <https://insurtechlist.com/companies/prima-assicurazioni/>
- Linkedin: <https://www.linkedin.com/company/prima-assicurazioni>
- Press room: <https://press.prima.it>
- Uk website: <https://www.helloprima.com/>

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