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Italy

Prima and Prima Pramac Racing reveal special Pininfarina livery at Mugello

Strong turn out for Prima’s 2026 intermediaries convention: "Same DNA, new ambitions"

José Mourinho stars in Prima's new "Tu, Prima" campaign

The new series of interconnected ads show the secret to Prima’s success: putting its customers first, even before “The Special One”. The insurtech company closed 2025 with €1.8 billion in premiums and over 5 million customers at a Group level

Prima Spain doubles its business volume and reaches almost €40 million in premiums in 2025

The insurtech company has grown by 95.9% year-on-year.

It plans to expand its Spanish team by approximately 30% in 2026.

Backing from AXA Group and sports sponsorship continue to drive Prima’s growth and brand awareness in the Spanish insurance market.

Prima Assicurazioni joins the AXA Group: transaction closing finalized

Prima Assicurazioni appoints Nicolò Robba as its Chief Product Officer

With his strong tech background, Robba is set to further strengthen the insurtech’s product offering and user experience.

Prima kicks off its 2025 Intermediary Network Roadshow across Italy

Today marks the first of seven events held by Prima, the tech-driven insurance company, for the agents and brokers within its network. The roadshow will travel across Italy, from north to south, starting in Mestre, Venice.

Spain

Prima Spain refreshes the car insurance world, with a new ad starring Matías Prats Jr.

Prima, the insurtech company, has strengthened its commitment to the Spanish car insurance market, with a strategic campaign created by Ogilvy Barcelona.



"Yes, your Prima" aims to work the brand into Spanish drivers' daily lives, using humor to highlight Prima's perks compared to traditional insurers.



The campaign features Matías Prats Jr., whose father holds a longstanding connection with insurance advertising, marking a generational shift that promises to be talked about.

Prima Assicurazioni joins the Axa Group: further strengthening its growth and development  trajectory

Axa will acquire 51% of Prima’s share capital for a consideration of 0.5 billion euros.

George Ottathycal (CEO of Prima): “We are delighted to become part of the Axa Group. Axa strongly believes in our strategic plan and will provide assets and expertise which will enable Prima to further unlock its potential.”

Prima celebrates 10 years of growth together with its agents and brokers

The insurtech company transformed its annual intermediaries convention into a special anniversary party. The guest list included Italian TV personality Veronica Ruggeri and football star Fabio Cannavaro.

Prima takes the next step in its global expansion and launches a direct sales channel in Spain

The Italian-founded insurtech company, which only used to sell car insurance in Spain through price comparison websites, has just launched a direct online sales channel.

Spanish customers can now complete the entire insurance buying process directly on Prima’s website.

The launch strengthens Prima's expansion beyond Italy, with the company now boasting over 4 million customers globally and generating €1.3 billion in premiums.

Prima invites Milan to celebrate its 10th anniversary

The tech-driven insurance company is inviting everyone in the city to come together and celebrate a decade of innovation, with motorsports, live music and more.

The UK

Prima exceeds forecasted growth and profitability for 2024

The preliminary results for last year confirm Prima's success in the insurance market, as the company prepares to celebrate its tenth anniversary. Group premium income hit €1.3 billion, up 47% from the previous year. EBITDA is reported as €104 million, a 257% increase compared to 2023. The company aims to double UK premium income by the end of 2025







Prima supports Casa Arcobaleno, helping LGBTQ+ young people rejected by their families 

The collaboration confirms Prima’s commitment to promoting inclusion and acceptance, through a series of initiatives organised by its ‘True Colours’ network.










CHECK24 partners with Prima to expand its offering in the Spanish car insurance market

The price comparison website now features third-party, extended third-party and all-risk car insurance from Prima, which can be bought 100% online.

It reinforces both companies’ commitment to the Spanish insurance sector, focusing on innovation and the digitalisation of car insurance.

According to the latest Prima survey, most Spanish customers (31.4%) now prefer online comparison websites for choosing car insurance.

Francesca Renzulli appointed as General Counsel at Prima 

The former Head of Group Corporate Governance at Nexi, the payments provider, will now oversee all legal matters for the insurance provider.







A talk with Manuel Paìs: Prima to host bestselling Team Topologies author at its next public tech event 

The author and software development expert will join the Prima Tech Community event later this month, to discuss the secrets of successful technology teams in growing businesses.




Prima and Red Bull team up for the European debut of the Red Bull Cerro Abajo

Aftering forming a partnership earlier this year, the brands will come back together for the iconic urban downhill mountain bike racing event. It will be the first time ever that the event is held in Europe.

Prima Assicurazioni partner with Red Bull for the MotoGP in Misano

With events planned on and off the track, the new partners will liven up the Red Bull Grand Prix of San Marino and the Riviera di Rimini this September.

Prima Assicurazioni closes the first half of 2024 with strong growth results

The positive performance recorded in the half-year confirms the solidity of the Group's growth strategy. The insurance provider has now revised its targets upwards and aims to collect €1.1-1.2 billion in premiums by the end of the year.

Prima is named an official partner of Milan Pride

The car insurance provider joins the list of sponsors for this year’s event in Milan.

The company has planned initiatives throughout this year, not just during Pride Month, to promote diversity and inclusion in the workplace.

Prima Assicurazioni and Pramac Racing: partnership to continue for a further three years  

Renewal of the Title Sponsorship agreement signed in Barcelona, following the Team World Championship victory in the MotoGP® class in 2023.

To celebrate the announcement, the contemporary artist Miguel Caravaca has illustrated this adventure by creating special fairings, as well as an art gallery in the box featuring paintings dedicated to the team members.

Patrick Dempsey stars in new ad for Prima insurance, created by TBWA\Italia

The campaign is now being rolled out across Italian TV, digital press, social media and radio

Prima Seguros appoints Antonella Conti as new Head of Online Sales and Marketing in Spain

Conti's appointment is one of the keys to achieving the company's 2024 growth targets.

With more than 8 years of experience in business strategy and operations management, Antonella Conti will be in charge of leading and managing Prima Seguros' marketing and growth strategies, as well as the relationship with external channels and the customer service team in Spain.

Prima Pramac Racing unveils the new motorbike in Bahrain: the 2024 season gests underway, with ambitious objectives

Prima Pramac Racing presents the new Ducati Desmosedici GP24 bike, along with its riders Jorge Martín and Franco Morbidelli, at the F1 GP in Bahrain. The team is on the starting blocks for the twenty-third year running, in the third year of the partnership with the tech company Prima Assicurazioni, which has become the title sponsor of the Team. After becoming the first Independent Team in history to top the world rankings as Best Team in 2023, Prima Pramac Racing is now looking to repeat that result by defending its world title in 2024. Bikes will be lining up for the first GP in Qatar on 10 March. 

Ignacio Gámez, appointed as new Head of Claims of Prima Seguros in Spain 

The new Head of Claims, a former McKinsey consultant, will be responsible for redesigning and digitalizing the entire claims value chain, ensuring efficient management and excellent service levels in Spain.

Gámez's appointment is an integral part of Prima's expansion strategy for 2024.

The Italian insurtech Prima aims to reach 100,000 active clients by 2024   

After the first year of operating in Spain, Prima is already transforming the insurance landscape with its customer-centric approach and disruptive model.

When looking at plans for 2024, Prima's Spain Country Manager, Ignacio Castilla has said: "We face the upcoming year with a strong team to meet our objectives, to satisfy the needs of our customers and improve the user experience when choosing their insurance, while continuing to strengthen our capabilities".

Insurance Group Prima Appoints Anuj Pradhan as Global Chief Product Officer

Prima Group, one of the fastest growing insurance brands in the UK and globally, continues to grow its global team with the appointment of Anuj Pradhan as Global Chief Product Officer. The appointment reflects the overall vision of Prima to consolidate its development in the UK and abroad, to position itself as one of Europe’s most successful insurtech company.

European Insurance Group Prima Appoints Matthew Donaldson As Its Chairman

Prima Group, one of the fastest growing insurance brands globally, has appointed Matthew Donaldson, founder of Comparethemarket.com, as its Chairman. The appointment reflects the overall framework of Prima Group’s new organizational model, announced last February, aimed at supporting the international growth of the insurtech company.

Prima Assicurazioni presents its ambitions and developments for its broker network at the  "Prima Black Evolution" Convention

Giulio Apostolo made his first appearance on the stage as the new Commercial Director, explaining the news on the indirect channel that dominated 2022 and will mark 2023. 

The sports journalist Guido Meda presented the event accompanied by the drivers of the MotoGP Prima Pramac Racing team, Jorge Martín and Johann Zarco, and the rally driver Rachele Somaschini.

Prima Seguros appoints Nichole Viviani as new Chief People & Culture Officer

The new Chief People & Culture Officer will be in charge of leading and implementing the internal corporate strategy in the three markets in which the insurtech operates.

Nicole Viviani comes from the position of Chief People & Marketing Officer at Xplor Technologies.

Peter Caron, appointed as new Chief Technology Officer of Prima 

The insurtech renews its organizational structure and appoints Peter Caron as Chief Technology Officer of the company at a global level, with a focus on Spain and the UK.

The new CTO of the insurtech, who has 25 years of experience, will lead Prima's research center and its development in international markets.

Prima Seguros reached 660 million euros in premiums in its last fiscal year

The insurtech increased its premium volume by 32% compared to 2021, adopting an international group structure to support its growth.

Prima Seguros expects to reach 30 million in premiums between its Spanish and UK operations by 2023.

Prima Assicurazioni and Rachele Somaschini are racing together for the third consecutive year in the European Championship ‘23 in the Citroën C3 Rally 2

The sponsorship between the tech company and the Milanese pilot has been renewed, with the pilot serving as a spokesperson for the Cystic Fibrosis Research Foundation - Non-profit Organization.

Prima Assicurazioni: new organisational structure to support international growth

The Italian insurtech company is now an international group, following the recent opening of new offices in the UK and Spain

Prima signs a partnership deal with Rastreator

Through this collaboration, Prima begins to set up its partner network to strengthen its presence in Spain, where it landed last October.

This alliance highlights the potential of both projects and the ability to join forces to benefit the end user and drive mutual growth.

Prima Pramac Racing: kicking off the 2023 season with new and challenging goals

Prima Pramac Racing presents the new Ducati Desmosedici GP23 bike with riders Johann Zarco and Jorge Martín

The Italian insurtech, Prima, lands in Spain with an investment plan of 50 million

Prima Assicurazioni honoured as Customer Experience leader at the first Digital Revolution Awards

Prima Assicurazioni has been chosen for its ability to put technology at the service of the Customer Experience

Prima Assicurazioni: Massimo Della Ragione appointed new Chairman of the Board of Directors

Nicola Falcinelli and Emanuele Solidoro also join the Board of the insurtech company

Over 450 of Prima Assicurazioni’s intermediaries joined its first in-person convention in Milan

The Great Challenge convention was a chance for Prima to showcase its achievements, made possible by synergy with agents and brokers, and share what’s new for 2022

TBWA\Italia wins Prima Assicurazioni tender to bring ‘Travel Safely’ ad campaign to TV screens

Three exciting ads air on TV and online from 30 April, each of them showcases a different Prima Assicurazioni insurance policy

Education, sport and entrepreneurship: 3 new prizes to inspire young talents

Prima Assicurazioni is Lead Sponsor of the new three-year scholarship for Politecnico di Milano

Prima Assicurazioni and Rachele Somaschini together again for the Citroën C3 Rally 2 European Championship 2022

The sponsorship between the tech company and the Milanese driver is renewed for the Fondazione Ricerca Fibrosi Cistica - Onlus

Prima Assicurazioni: a race towards the future

The tech company's first convention for its network was extraordinarily well attended by more than 500 intermediaries with whom it shared its results, ideas and future plans

Prima Assicurazioni: George Ottathycal Kuruvilla appointed Chairman and interim CEO

The decision is ensuring full business continuity

Prima Assicurazioni: immediate measures adopted by the company

Prima Assicurazioni: on air the new “Play it safe” campaign promoting responsible driving

The commercial features Alessandro Borghi and Giacomo Ferrara as ambassadors of excellence

Prima Assicurazioni: premiums more than doubled in 9 months: +107% to 195.2 mln

The tech company reaches 900,000 active clients in September. Ottathycal: “Results beyond expectations, we’ll exceed the 2020 target”

Prima Assicurazioni: strategic agreement with iptiQ (Swiss RE)

The tech company enhances its platform with a new and innovative insurance partner

Prima Assicurazioni: boom in agents and brokers, volumes +382% in the first half of the year

Prima Assicurazioni: premiums doubled in 6 months, +94% to 115.1 Mln

The tech company exceeds 700,000 active clients in June. Ottathycal: “Results in line with goals despite lockdown”

Prima Assicurazioni: over 200 employees working from home

The tech company hires 20 new talents despite the COVID emergency. Policies in the first quarter rise by +70%

Prima Assicurazioni chooses Rome to increase its team of talents

The company seeks to recruit 100 new professionals