Prima.it car and motor insurance

Prima.it is a prominent Italian insurtech company that operates as an insurance agency. Founded in Milan in 2014, the brand revolutionized the local market by simplifying the digital purchase and management of car, motorcycle, and van insurance policies. It distinguishes itself by leveraging advanced data analytics and a proprietary technology stack to offer competitive pricing and a streamlined user experience.

While the company originated as a digital-first startup in Italy, its rapid growth attracted significant international investment. It is currently owned by the Great Lakes Insurance SE and various investment funds, maintaining its headquarters in Milan while expanding its operational footprint across Europe, including markets such as Spain and the UK. The brand is a key player in the European insurtech landscape, known for its agile business model and technology-driven approach to traditional insurance brokerage.