Alicia
Founded 2019 · 23 employees on LinkedIn · 1 known investors
Alicia builds embedded, digital insurance products and an in-house insurtech platform that partners can integrate into their customer journeys. It serves brokers and advisors, insurers and MGAs, and other businesses seeking tailor-made or ready-to-go insurance solutions.
Also known as Alicia Insurance
Investors · 1
Company profile
researched Aug 2026Alicia is a Netherlands-oriented embedded insurance company that supplies insurance products, technology and operations to partners that want to offer cover inside their own customer journeys without building an insurance business themselves. Its proposition rests on three combined pillars: a digital MGA (volmachtbedrijf) with an international network of risk carriers covering product design, underwriting rules, claims and policy administration; a modular, API-first technology platform; and end-to-end operational execution including compliance, customer service, claims handling, billing and reporting.
The platform is organised into modules that can be used individually or as a complete chain: Product & Distribution (question sets, pricing, documents, terms, branding, white-label funnels, self-service), Underwriting & Admin (configurable acceptance rules, exception signalling, KYC, policy lifecycle, connections to external systems such as CIS, KvK and Solera TIME), Claims Management (per-product claim forms, changelog, four-eyes principle, used by Alicia's own claims team), Data Insights (portfolio, conversion and claims dashboards), an API layer with RESTful APIs and webhooks, Billing & Payments including bordereaux and redundant payment service provider integrations, a compliance engine, and branded customer portals.
The company serves three main partner types: digital platforms embedding insurance via APIs and usage-based product models; intermediaries and advisors digitising their practice through onboarding tools, a policy administration studio and automated compliance workflows; and insurers seeking to enter new markets or digitise niche products using Alicia's MGA capabilities and multi-carrier distribution.
Founding story
The company was founded in 2019 by Marijn Moerman (CEO) and Richard Arnold (CTO), beginning in the world of work by addressing freelancers and professionals who are often underinsured and need flexible, activatable cover, and later broadening to other digital sectors.
Business model
Alicia acts as a single counterparty combining three elements: a digital managing general agent (MGA) with underwriting authority from international risk carriers, a proprietary modular technology platform, and end-to-end operational execution. Partners embed coverage into their own branded customer journeys white-label or co-branded, while Alicia handles product design, underwriting rules, policy administration, claims, billing, customer service, reporting and compliance in the background. The platform can be consumed as a full stack or as individual modules.
The sources describe the delivery model — insurance products via MGA agreements with international risk carriers, plus platform modules and operational services provided to partners — without stating pricing or fee structures.
Traction
Alicia reports more than 30 international risk carrier partners, MGA agreements with 10+ international risk carriers, presence in six European markets, over one million insured end customers and CSAT above 90%. Named partners and cases include Temper (its first case, usage-based cover for shift workers), Knab (insurance for freelancers within a digital bank), HeadFirst Group, SFZ and Goboony (camper day insurance), with Knab, KPN, Allianz, Randstad and Goboony shown as trusted brands.
Latest developments
Alicia's site describes scaling its embedded insurance approach beyond its original freelancer and professional segment into banking, mobility, advice and other digital sectors, with published cases including Goboony camper day insurance, Knab insurance for freelancers, HeadFirst Group and advisor SFZ. The platform is documented at version 2.4 with weekly release cycles.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Alicia describes itself as an all-in-one partner for embedded insurance, combining an established insurance operator's capabilities with modern technology infrastructure. It reports 30+ international risk carrier partners, activity in six European markets, more than one million insured end customers and CSAT above 90%, and names companies including Knab, KPN, Allianz, Randstad and Goboony among the brands that work with or trust it.
Alicia positions itself as a single partner combining insurance expertise, technology and operations rather than supplying only software or only underwriting capacity. It cites founders and staff with 20+ years of insurance experience, an in-house insurtech platform recognised with the NVGA/AM Innovation Award, MGA authority from an international network of risk carriers, a European licence for digital insurance distribution, and an API-first modular architecture that it says enables integrations to go live in days rather than months.
Technology
The Alicia platform is an in-house, cloud-native insurtech stack built on AWS with a modular, API-first architecture, RESTful APIs and webhooks, developer documentation, weekly releases, GDPR-compliant design, bank-grade access control and logging, and redundant payment service provider integrations. Modules cover product configuration and distribution, underwriting and policy administration, claims management, data insights, billing and payments, a compliance engine (AFM, GDPR), customer portals and an integration API; the architecture is documented as version 2.4. The platform connects to external systems and sources such as CIS, KvK and Solera TIME.
Go-to-market
Alicia sells business-to-business through partner brands that already have customer relationships, offering white-label or co-branded propositions. Engagement starts from the partner's goal and product/journey design, followed by integration of plug-and-play modules or custom solutions and post-launch optimisation of conversion, service and compliance. The website's calls to action are contact requests and demo bookings, and published partner cases across mobility, work platforms, banking, HR services and advice serve as references.
Digital platforms and marketplaces wanting insurance in their customer journeys; insurance intermediaries and advisors modernising their practice; and insurers seeking faster digital distribution or entry into new markets. End customers have centred on freelancers and professionals, with expansion into banking, mobility and advice.
Geography
Alicia states it operates across six European markets and holds a European licence set up for digital insurance distribution in multiple European markets; its compliance engine and operations are described as AFM-licensed and GDPR-compliant. Its public site and named partner cases (Knab, KPN, Randstad, Temper, HeadFirst Group, SFZ, Goboony) are Dutch, and the main site is published in Dutch.
History
Alicia was founded in 2019 by Marijn Moerman (CEO) and Richard Arnold (CTO), starting with insurance for freelancers and professionals, a segment described as often underinsured and in need of flexible cover. Its first case was usage-based insurance embedded in the platform of shift-work marketplace Temper. Partnerships with the digital bank Knab and HR services group HeadFirst Group followed, and the company has since extended the approach into banking, mobility, advice and other digital sectors, adding partners such as camper-rental platform Goboony and freelancer-focused advisor SFZ.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
▸Research sources · 8
primary sources listed
- Aliciaalicia.insure · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Alicia do?
- Dutch embedded insurance provider combining a digital MGA, a modular API-first insurtech platform and end-to-end operations.
- Who are Alicia's investors?
- Alicia's investors include Volta Ventures.