Prima Assicurazioni

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.