4Life International Group Limited (“4Life International Group”), a Malta-based insurance distribution holding group and one of Europe’s largest direct-to-consumer groups specializing in the marketing, distribution and servicing of life and personal accident insurance products, announced on December 22, 2023, the sale of 100% of the shares of 4Life Direct Sp. z o.o. (“4Life Direct Poland”) to Generali CEE Holding B.V. (“Generali CEE Holding”), subsidiary of Assicurazioni Generali SpA (“Generali”). This acquisition reaffirms the existing partnership between the firms since 2020, after 4Life Direct Poland became the distributor of Generali CEE life insurance in Poland.
The target, 4Life Direct Poland, is a leading Polish-based insurance agency that provides convenient, affordable, and easy-to-understand non-advised, simplified life insurance products such as whole of life, accidental death, accidental disability and term life. Their deep understanding of the direct market is evident in their products and culture, enabled by comprehensive data, and driven by a systematic approach. This is empowered through a scalable system with a world-class turnkey solution.
Alexander Weiterer, Managing Director at Kroll, commented: “We are delighted to have advised 4Life International Group and its shareholders on the sale of 4Life Direct Poland to Generali CEE Holding. This transaction marks an important milestone in the ongoing consolidation of the European insurance brokerage market. Generali are the right long-term owner, and we wish them the very best as they support the business on its next phase of development.”
The terms of the deal were undisclosed. The transaction is subject to customary conditions, including appropriate regulatory and antitrust approvals.
Kroll served as the exclusive financial advisor to 4Life International Group in connection with the sale, providing M&A advisory services and supporting the negotiation of the transaction.
About 4Life Direct Poland
Incorporated in 2008, 4Life Direct is a key provider of life and personal accident insurance policies in Warsaw, Poland, known for the simplicity, convenience, and affordability of their products. 4Life Direct forms part of a portfolio of companies owned by 4Life International Group. The group is present in the Polish, Czech, Slovakian, and Hungarian markets.
About Generali
Generali CEE Holding B.V., ultimately owned by Assicurazioni Generali SpA, is a leading provider of insurance products in Central and Eastern Europe. Generali CEE Holding was founded in 1993 and is based in Prague, Czech Republic. Generali offers a wide range of products aimed at retail customers (life, property, and health insurances), and corporations (industrial risk management solutions). It has operations in Austria, Bulgaria, Croatia, Czech Republic, Hungary, Montenegro, Poland, Romania, Serbia, Slovakia, and Slovenia. The company strategy is clear, building its strength by focusing on a diversified business model based on three key areas: protection of assets and lives of individual clients, management of retirement savings and corporate insurance.
