
Launched in 2015, Prima became the market leader in the online motor sector in Italy in 2020, redesigning and digitalising the entire insurance value chain by building its own technology platforms from scratch, based on a cutting-edge tech stack and advanced data analytics capabilities.
Prima was backed by some of the world’s most prestigious financial institutions. Goldman Sachs and The Blackstone Group invested in 2018, in what was at the time the largest venture capital round ever raised in Italy. The Carlyle Group joined the shareholder base in 2022. All these investors exited in November 2025, when Prima became part of the AXA Group.
In 2021, Prima launched its Home and Family product and embarked on a journey to become a one-stop shop for customers looking to purchase insurance products.
In 2022, Prima began its international expansion: we now have a team of more than 100 professionals in London and over 90 in Madrid, driving growth in both the UK and Spanish markets.
💻 https://www.prima.it
💻 https://www.helloprima.co.uk
💻 https://www.helloprima.es/