Innovation intelligence brief

Youse

BrazilPure InsurTechCar Insurance, Home Insurance, Life Insurance

Start-up

First collaborative insurance in Brazil through a mobile app allowing customisation of policies in the area of car, home and life insurance

What became of it

2026 evolution

Completed · Medium confidence · Last verified 2026-10-17

Status: Corporate initiative
Current brand: Youse ↗
Owner: Caixa Seguradora S.A. (CNP Seguros Holding Brasil, CNP Assurances group); Youse Seguradora S.A. is a separate licensed entity

As catalogued

Brazilian mobile-first digital insurance brand launched by Caixa Seguradora (CNP Assurances group), letting customers customise and buy auto, home and life cover online with monthly payment, bypassing traditional broker-led distribution.

2026 reality

Youse is active, selling auto, home and life insurance online with monthly billing. According to CNP Seguros Holding Brasil's 2025 sustainability report, Youse is a digital platform through which Caixa Seguradora distributes the products it carries, with more than 1.8 million contracts issued; sales run omnichannel (app, website and service team as B2C, plus partner brokers, B2B2C embedded-insurance partnerships and bancassurance). Youse Seguradora S.A. is Susep-authorised but had issued no policies as of the 2025 report.

What changed

The core direct digital offer in auto, home and life remains on Caixa Seguradora's balance sheet; partner brokers, B2B2C embedded-insurance partnerships and bancassurance have been added alongside direct online sales. A separate insurer, Youse Seguradora S.A., was licensed but had not written policies by the end of 2025.

What remains distinctiveAnalysis

one of Brazil's best-known incumbent-backed digital insurance brands; the added partner programme indicates a hybrid direct and intermediated model.

Key milestones

2025-12-31 CNP Seguros Holding Brasil's 2025 sustainability report states that Youse Seguradora S.A. is Susep-authorised but has issued no policies; Youse products are operated by Caixa Seguradora.[4]

Third taxonomy

InsurTech Evolution (2026)

Company status: Corporate initiative
Strategic evolutionchange: Expanded
Business model (2026): B2C direct
Business model shiftchange: Toward embedded / partner distribution
Insurance value chain: Product development Distribution & sales Customer engagement
Technology evolution: Digital channel
Market positioning: Insurer / carrier
Innovation maturity: Established
Current relevance: Moderate

Explore the 2026 taxonomy →

Open questions

Whether Youse Seguradora S.A. began writing its own policies in 2026 is not confirmed.
Launch dates of the partner, embedded and bancassurance channels are not established; 'toward-embedded' rests on the 2025 report and the current website.
Launch year (widely given as 2016) was not confirmed from a fetched source.

REVIEW · Verified the 2025 CNP sustainability report text: Caixa Seguradora operates the products, 1.8m+ contracts, an omnichannel model including B2B2C embedded partnerships and bancassurance, and Youse Seguradora with no policies issued. Corrected the wording 'management report / not begun marketing' to 'no policies issued' and added evidence for 'toward-embedded'.

Research sources (5)

[1] Youse homepage · Youse · official
[2] Relatório de sustentabilidade 2024 (CNP Seguros Holding Brasil) · CNP Seguros Holding Brasil · 2025 · official
[3] Be a Youser · Coverager · press
[4] Relatório de sustentabilidade 2025 (CNP Seguros Holding Brasil) · CNP Seguros Holding Brasil · 2026 · official
[5] CNP Assurances announces the launch of its CNP Seguradora brand in Brazil (Caixa partnership includes Youse) · CNP Assurances · 2023-03-28 · official

Documented evidence

Evidence gallery

5 ASSETS

100% online
Customize
Online
Info
Mobile app add car insurance

Research interpretation

Taxonomy position

Classification paths, as catalogued, connect this example to the original insurance digitalization research models.

Value Chain (2016)

Customer Relationship › Having digital conversations › Recording and tracing conversations
Product Development › Fulfilling new customer needs › Individualized products
Sales & Distribution › Acting as novel digital broker › Online brokers
Sales & Distribution › Distributing insurances directly › Mobile distribution
Sales & Distribution › Distributing insurances directly › Online distribution

Value Network (2017)

Customer Network Promotion › TC11 Distributing insurance digitally › Mobile distribution
Customer Network Promotion › TC11 Distributing insurance digitally › Online distribution
Digital Infrastructure Operations › TC1 Establishing digital service provisioning and distribution infrastructure › Mobile app portal
Digital Infrastructure Operations › TC1 Establishing digital service provisioning and distribution infrastructure › Web portal
Digital Service Provisioning › TC4 Offering services digitally › Digital claim submission and notification
Digital Service Provisioning › TC4 Offering services digitally › Digital conversations
Digital Service Provisioning › TC4 Offering services digitally › Digital policy administration and adjustments
Insurance Service Development › TC7 Developing services that fulfil customer needs › Simple convenient product

Explore the complete taxonomy →