The New Getsafe – For a New Generation of Insurance Customers

The New Getsafe – For a New Generation of Insurance Customers

May 5th, 2020

Since its foundation in 2015, Getsafe has grown up a lot. Now the company has renewed its brand image and sharpened its vision. With a new logo, a new design and a new voice, Getsafe is positioning itself as a digital insurance provider for a new generation of insurance customers throughout Europe. 

"Our new brand stands out, catches the eye and perhaps even polarises. This is something completely new for the insurance world, which usually acts conservatively or plays on fear," explains Christian Wiens, CEO and founder of Getsafe. At the core of the new brand are freedom and self-determination, new perspectives on familiar problems and a positive attitude towards life for Getsafe's customers – in a world that is full of surprises right now. "Life happens. Misfortunes and accidents happen. Something breaks. Life will still be all about taking risks, but we help our customers to take the right ones and make better choices. We have a very clear vision: We empower people to live life to the fullest by covering them and their universe, no matter who and where they are.

Embracing life with all its risks – that is the underlying concept of the new brand. Even the logo itself includes an accident, with a “dent” in the letter G. A specially created, irregular font is used to place particular emphasis. The imagery changes perspective and shows the events from the perspective of the claim. The colour palette also represents the before and after of the accident; each colour is available in a positive, light variant and an enriched contrasting colour.

Getsafe wants to encourage people to get involved with insurance again. Insurance companies tend to have a bad reputation, often being perceived as as a necessary evil. The insurance companies themselves contribute to this bad image with lengthy, paper-based processes and incomprehensible products. But on the other hand, insurance companies offer a safety net that helps individuals balance opportunities and risks. 

The new brand reflects this concept of being forward-looking and positive, but it does not stop at words and images. It symbolises the complete reorientation of insurance. Since its foundation, the Heidelberg-based company has been combining technology and insurance. Smart applications and sensors, real-time data analysis and more precise risk profiles will all help protect people and the things close to their hearts from potential risks. "Insurance in this sense is not there to regulate claims, but to allow people to do things that they might not otherwise do. It's about weighing up risks and living in the knowledge that you’ve got it covered in case anything happens" says Christian Wiens.

It was only at the beginning of this year that Getsafe applied for its own insurance licence and launched its digital contents insurance in the UK. The new brand embodies freedom – not only for customers. It is designed to grow and change, just as the company has since its foundation. In the long term, Getsafe wants to offer a holistic insurance solution in the lines of home, mobility, health and life and operate throughout Europe. "The past year was a year of growing up for Getsafe. We have become the best-selling German insurance brand among millennials and I am proud of the entire team," says CEO and founder Christian Wiens. 


Getsafe is a fully digital insurance company that helps people cover themselves and their universe simply from their smartphone. Using technology and machine learning, the company offers digital insurance products in all lines of business – property, health and life. The Getsafe app is available to customers 24/7 and 365 days a year, allowing them to file claims or change their coverage in real time.

Learn more about Getsafe on our website or on LinkedIn and Twitter

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