AXA Acquires 51% Stake in Italian Company Prima for €500 Million
AXA has announced the acquisition of a 51% stake in Italian company Prima for €500 million. This strategic operation, officially confirmed on August 1, 2025, enables the French group to strengthen its presence in the European automotive insurance market and accelerate its digital transformation.
Founded in Milan, Prima has established itself as a major player in online automotive insurance, with an estimated 10% market share in Italy. In 2024, it generated between €1.2 and €1.25 billion in premiums, thanks to a data-driven model and direct distribution. The company employs over 1,100 people, including nearly 400 technology and data analysis specialists.
AXA expects this acquisition to double its automotive insurance business in Italy and capture the entirety of Prima's premiums, particularly in Italy and Spain. Although the initial stake is 51%, the group will have the option to acquire the remaining 49% between 2029 and 2030.
The operation, valued at around 11 times Prima's earnings, will have a temporary impact of 6 points on AXA's Solvency II ratio, with 4 points effective immediately upon completion of the transaction.
This acquisition marks a key step in AXA's strategy to strengthen its digital distribution in Europe, a channel that already represented €3.5 billion in premiums across eight countries on the continent in 2024.
