American insurance company Interamerican expands into Romania's insurance sector through digital brand Anytime
Interamerican, a subsidiary of the Dutch insurance group Achmea, has embarked on an expansion journey across Central and Eastern Europe (CEE) with its digital-first brand, Anytime. This move marks a significant step in Achmea's strategy to bolster its digital presence, particularly in the CEE region where digital maturity and market potential align for scalable innovation.
Anytime, already a success in Greece and Cyprus with over 45% market share, is set to make its mark in Romania. This strategic entry is part of Interamerican's broader vision to grow as a regional leader in digital insurance. Yiannis Kantoros, CEO of Interamerican Group, emphasised this ambition, stating, "Our entry into Romania is a key part of our broader vision to grow as a regional leader in digital insurance."
The digital-first approach of Anytime is at the heart of its strategy. The company aims to provide an entirely digital experience to consumers, streamlining insurance purchase and management processes. Anytime's Romanian branch operates under the Freedom of Establishment framework, ensuring consistent service delivery while leveraging operational efficiencies from Achmea’s pan-European network.
The initial product offering in Romania focuses on RCA (compulsory motor third-party liability) insurance. With plans to gradually introduce additional products like CASCO and other insurance lines, Anytime aims to meet broader customer needs. The brand stresses competitive pricing through a lean digital model, prioritising customer needs, transparency, and accessible support.
Anytime's expansion strategy targets markets with favorable digital maturity levels and customer expectations for digital services. Alongside Romania, markets such as Slovakia, Türkiye, and others where Achmea already has a presence are on the radar. The company operates under a local team and strategic partnerships, ensuring market adaptation and consistent service delivery.
Interamerican benefits from Achmea's group-wide innovation and sustainable development strategies. This includes a focus on digital transformation, smart mobility, healthcare access, and financial wellbeing, supporting Anytime’s market positioning as a modern insurance provider. As one of the largest Dutch insurers with €24.8 billion in gross written premiums, Achmea's expertise provides a solid foundation for Anytime's growth.
In summary, Anytime's expansion in CEE markets leverages Interamerican's and Achmea's digital capabilities and market experience to introduce innovative, accessible, and scalable insurance solutions. With a vision to become a regional leader in digital insurance, Anytime's entry into Romania is a strategic step forward in Interamerican's expansion plans.
Anytime's strategic entry into Romania signifies a development in Interamerican's digital-first expansion across Central and Eastern Europe, aiming to position themselves as a regional leader in the digital insurance business. This expansion strategy is driven by technology, as Anytime focuses on providing a digital experience to consumers for efficient insurance purchase and management processes.
