alicia

Alicia Insure B.V. operates as an insurtech company from Rotterdam, the Netherlands, focused on closing the global 'protection gap' through embedded insurance. The company was established in 2019 by CEO Marijn Moerman and CTO Richard Arnold. Moerman, an insurance industry veteran of 20 years, was inspired by embedded insurance models and the burgeoning platform economy in the Netherlands. The catalyst for the company's formation was a request from Temper, a work platform for hospitality freelancers, to create an accessible and user-friendly insurance product integrated directly into their platform. Realizing the limitations of legacy IT systems and traditional industry processes, Moerman partnered with Arnold to build a solution from the ground up.

Alicia operates on a B2B SaaS model, providing its technology platform to other businesses. The company enables digital brands—including banks, brokers, e-commerce platforms, and insurers—to offer tailored insurance products directly to their end-users. This is achieved through an API-enabled, modular tech platform that handles the entire insurance lifecycle, from digital product creation and distribution to policy administration and claims management. Clients can utilize the complete end-to-end stack or select specific modules to fit their needs. Revenue is generated through this Insurance-as-a-Service platform, creating a sustainable earning model by optimizing insurance uptake for its partners. Alicia initially proved its concept by focusing on the freelance market, a segment often underinsured. Having insured over 100,000 freelancers, the company has expanded its focus to serve a broader range of industries.

The core of Alicia's offering is its end-to-end technology platform, designed for seamless integration and digital delivery. Key features include a product and distribution studio for configuring digital insurance products, an underwriting and admin studio, a claims management studio, and a data insights studio for monitoring and optimization. The platform is cloud-native, built on AWS, and emphasizes security and compliance. By partnering with over 10 risk carriers, such as AIG, HDI, and Chubb, Alicia can craft customized, pay-per-use insurance products like liability and disability coverage. This allows businesses to embed relevant insurance offerings at the point of need, enhancing their value proposition and opening new revenue streams without requiring in-house insurance expertise. The company has successfully raised approximately €7 million in seed funding from investors including Volta Ventures, Randstad Innovation Fund, and Achmea Innovation Fund to fuel its European expansion and platform development. Keywords: embedded insurance, insurtech, B2B, SaaS, insurance as a service, freelance insurance, digital insurance, API platform, policy administration, claims management, underwriting technology, protection gap, pay-per-use insurance, digital distribution, Knab, Temper, HeadFirst Group, Marijn Moerman, Richard Arnold, Rotterdam, Netherlands