Mobile insurer 'Friday' launched

Basel/Berlin, February 1, 2017. Baloise has launched 'Friday', an insurance start-up, in Berlin. The company, which operates with a high level of autonomy, will enter the German market in the first quarter of 2017 with a motor vehicle insurance policy that is focused squarely on the benefits for customers. Christoph Samwer has been appointed CEO.

At its Investor Day at the end of October 2016, Baloise revealed that it was creating a new kind of insurance company with the working title 'Mobile Insurer'. Named 'Friday', the Berlin-based insurance start-up operates with a high level of autonomy and will enter the market in the first quarter of 2017 with a motor vehicle insurance policy.

Friday is geared to customers' desire for informality, simplicity and enjoyment of life and creates an excellent digital experience. "Thanks to simple processes and various product innovations, Friday ushers in a new era compared to the user experience offered by existing insurance services. Baloise hopes that Friday will enable it to become Germany's most popular mobile insurer by 2021," says Gert De Winter, CEO of the Baloise Group.

Management team from the start-up scene

The company's new CEO will be Christoph Samwer. In his most recent role, he was managing director and a co-founder of Lendico, an international online lending marketplace for consumer and business loans. At the same time, he was chairman of the board of directors of Lendico Schweiz AG, a joint venture with PostFinance. Samwer studied business administration at the University of Mannheim, Germany, and Queensland University of Technology in Brisbane, Australia. In 2013, he graduated with a doctorate (Dr. rer. pol.) from the Technical University of Munich. From 2009 to 2013, he worked for McKinsey in Munich, where the companies that he looked after included banks and insurers. For the past four years, he has also been advising and supporting fledgling start-ups. He will take up his post at Friday on 1 March 2017. Samwer will be supported by the CMO, Florian Eismann (30), who most recently was responsible for the marketing and product departments at the digital broker FinanceFox, of which he was also a co-founder. The management team is complemented by Silvan Saxer (40), CTO, an insurance specialist from Baloise and by Mathias Nestler (27), COO, also a digital expert from the start-up scene.


Portrait Roberto Brunazzi

Roberto Brunazzi

Head of Media Relations


+41 58 285 82 14

Portrait Marc Kaiser

Marc Kaiser

Head of Corporate Communications & Investor Relations


+41 58 285 81 81

About us

The Baloise Group is more than just a traditional insurance company. The changing security, safety and service needs of society in the digital age lie at the heart of its business activities. The 7,900 or so employees of Baloise therefore focus on the wishes of their customers. The best possible customer service, combined with innovative products and services, makes Baloise the first choice for people who want to feel ‘simply safe’. Located at the heart of Europe, with its head office in Basel, the Baloise Group is a provider of prevention, pension, assistance and insurance solutions. Its core markets are Switzerland, Germany, Belgium and Luxembourg. In Switzerland, the Group also operates as a specialised financial services provider, offering a combination of insurance and banking services. The Group offers innovative pension products to retail customers throughout Europe from its competence centre in Luxembourg. Bâloise Holding Ltd shares are listed in the main segment of the SIX Swiss Exchange.

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