A benchmark in insurtech evolution, blending proprietary technology, international expansion, and reputation management.
In the dynamic landscape of European insurtech, Italy’s Prima Assicurazioni has emerged as a prominent and ambitious player. Founded in 2015 by entrepreneur Alberto Genovese, the company quickly gained traction in its domestic market through a fully digital business model centered on dynamic pricing, proprietary platforms, and a seamless customer journey.
With strategic expansions into the UK and Spanish markets, Prima has rebranded internationally as HelloPrima. This change is not merely linguistic but strategic, aligning the brand’s tone and user interface with the expectations of a digitally mature audience in the British insurance sector.
A value proposition built on simplicity, speed, and technology
Launched in the UK through helloprima.co.uk, the service offers competitive car insurance policies starting from around £200 per year. It provides 24/7 customer support, fully digital claims management, and personalized policy options, all presented in a clean, mobile-first user experience with the promise of delivering “Great experience, great price.”
Behind this user-friendly interface lies a robust technological infrastructure. The company employs in-house developed algorithms for pricing and risk assessment, which have enabled Prima to scale to over 4 million customers and generate more than €1.3 billion in gross written premiums annually. These performance levels position the company for potential mergers and acquisitions on a continental scale.
A founding story marked by transformation
Prima’s early success is closely linked to the reputation and network of Alberto Genovese, known in Italy for launching Facile.it. Alongside co-founders George Ottathycal and Teodoro D’Ambrosio, the former entrepreneur established the foundation for a rapidly scaling insurtech platform. However, following legal issues in 2020, he exited the company, selling his remaining shares in 2022.
The leadership team’s ability to navigate the brand through this reputational challenge without losing investor confidence or market momentum is noteworthy: it marked a period of accelerated growth, supported by major international investors, including Goldman Sachs and Blackstone.
Why HelloPrima deserves attention
HelloPrima serves as a compelling case study in scaling a digital-native business across borders without compromising identity or operational integrity. Its expansions into the UK and Spain were the result of thorough analyses of digital readiness, consumer habits, and infrastructural support for fully online models.
Notably, the company’s decision to develop its systems internally, rather than relying on white-label technology, grants it full control over pricing, underwriting, and user experience.
Perhaps most instructive is the company’s handling of reputational challenges. Successfully distancing the brand from a high-profile and controversial founder like Alberto Genovese, while maintaining strategic clarity and governance discipline, offers valuable lessons for any scale-up aiming for global reach. HelloPrima’s journey demonstrates that robust leadership, a consistent customer promise, and a technology-first approach can overcome significant reputational hurdles.
