Innovation intelligence brief
Innovation intelligence brief
Dein Start in eine bessere Versicherung. Digital und papierlos. Monatlich kündbar. In 90 Sekunden zu unserem besten Angebot für deine Autoversicherung.
What became of it
Completed · High confidence · Last verified 2026-10-17
As catalogued
Baloise's fully digital direct insurer in Germany: paperless car insurance, monthly cancellable, quote in about 90 seconds, with pay-per-kilometre pricing.
2026 reality
friday.de redirects to allianzdirect.de. Baloise sold the FRIDAY portfolios in Germany and France (about CHF 50 million premium, about 250,000 customers) to Allianz Direct; FRIDAY's business is being migrated onto Allianz Direct's platform and, according to Baloise, the FRIDAY brand name is no longer used.
Sold by Baloise to Allianz Direct in 2024 with a one-off loss of about CHF 75 million for Baloise; FRIDAY's operations are wound down and its customers absorbed into Allianz Direct.
Baloise exited a sub-scale, loss-making digital direct insurer; Allianz Direct consolidated it to gain scale in European direct motor and home insurance.
one of the most visible incumbent-backed digital insurers in Germany; its exit shows how hard it is for sub-scale digital direct carriers to reach profitability.
Third taxonomy
REVIEW · Verified the sale against Baloise's own release (29 Oct 2024: CHF 50m premium, CHF 75m one-off loss, brand retired, closing expected mid-2025) and added it as primary source; reworded the Nov 2024 'migration begins' milestone (typed 'merger') to the reported plan of gradual migration, typed 'other'.
Documented evidence
Startpage
Value Propositions
Part of Baloise
Products
Pricing
Pricing
Research interpretation
Classification paths, as catalogued, connect this example to the original insurance digitalization research models.