Facile.it S.p.A. is an Italian company that operates an online price comparison platform and acts as an insurance broker and credit intermediary. Based in Milan, it compares and distributes motor insurance and other insurance products, mortgages and consumer loans, and household contracts for electricity, gas, broadband and mobile telephony, as well as long-term car rental.
The company was founded in 2008 as Assicurazione.it by Alberto Genovese and took its present name in 2011. Control has changed three times: Oakley Capital bought a majority holding in 2014, EQT in 2018 and the American technology investment firm Silver Lake in 2022. Bloomberg News reported a valuation of about €1 billion for the 2022 sale and Il Sole 24 Ore wrote of more than a billion, while Milano Finanza later put the price at €1.1 billion, around twenty times an EBITDA of €55 million. Silver Lake described the transaction as one that made Facile.it Italy's second unicorn.
Group revenue reached €248 million in 2025 and the group employed about 1,600 people. Facile.it places roughly €1 billion of insurance premiums a year and covers some two million vehicles, selling through its websites and call centre alongside a network of branded shops and self-employed agents.
History
Origins and early growth (2008–2014)
The business began in 2008 as Assicurazione.it, a website comparing motor and motorcycle third-party liability quotes, founded by the entrepreneur Alberto Genovese, together with Andrea Piccioni and Silvio Pagliani. In 2011 it was renamed Facile.it and extended its activity to financial products and household tariffs; in the same year Holding Italiana Quattordicesima (H14), the investment vehicle of the Berlusconi family, took a stake that BeBeez later reported at 20.39 per cent.
Revenue rose from €19.3 million in 2012 to €28.6 million in 2013, with EBITDA of €4.7 million and about 1.5 million monthly users. In a 2014 thematic survey of the Italian market, the insurance supervisor IVASS examined six comparison websites, Facile.it among them.
Oakley Capital (2014–2018)
In September 2014 the British investment firm Oakley Capital acquired a 75 per cent holding through its second fund; BeBeez reported the price at €27 million, while Italian trade press valued the whole company at about €100 million. Mauro Giacobbe became chief executive in place of Genovese. The company acquired the mortgage comparison site Mutui.it in 2015 and opened a network of franchised high-street shops in 2017.
By 2017 revenue had reached €66 million, with EBITDA of €12.6 million, a net profit of €1.2 million and about three million monthly users.
EQT (2018–2022)
In May 2018 the Swedish private equity firm EQT acquired a majority stake through its EQT VIII fund, with Oakley reinvesting €80 million for a minority holding through a later fund; the trade publication Unquote reported that Oakley had realised a gross return of 3.8 times its investment and an internal rate of return of 51 per cent. The price was not disclosed; the Il Sole 24 Ore journalist Carlo Festa put it at €400–450 million. Facile.it also acquired a 60 per cent stake in the credit intermediary Nexus for €7 million. Alberto Genovese, who had founded Facile.it and in 2014 had also founded the insurance agency Prima Assicurazioni, sat on the advisory board of the EQT VIII fund in Luxembourg, a body with a consultative role chaired by Gianandrea de Bernardis, at the time chairman of Cerved. He left it in 2020.
The company opened a customer service centre in Cagliari in 2020, and in December of that year announced a change of leadership, with Giacobbe moving to the chairmanship and Tobias Stuber taking over as chief executive from April 2021. In 2021 Facile.it entered the automotive market by acquiring MiaCar, a platform for car sales and leasing, and it also bought TCS Group, a business active in insurance distribution and advice.
Silver Lake (2022–present)
In June 2022 the American investment firm Silver Lake agreed to acquire a majority stake from EQT and Oakley Capital, which reinvested alongside it. Bloomberg News reported a valuation of about €1 billion, and Silver Lake described the transaction as making Facile.it "Italy's second unicorn". At the time of the sale the sellers reported revenue of about €140 million for 2021, more than four million unique monthly visitors, 39 physical shops and over 3,000 agents. The analyst James Carthew estimated proceeds of about £53 million for Oakley Capital Investments, some 23 per cent above the carrying value of its holding.
Financial statements filed for individual group companies show smaller figures than the aggregate reported at the time of the sale: for 2022 Facile.it S.p.A. reported revenue of €44.1 million and a net loss of €11.1 million, while the holding company Tangerine Holdco reported revenue of €91 million and a net loss of €19.5 million.
In July 2023 the company announced the appointment of Maurizio Pescarini, previously chief executive of Genertel, as chief executive with effect from 1 October 2023, succeeding Stuber. Under Pescarini the company made a series of acquisitions: Gruppo Finital, an insurance intermediary founded in 1958, in March 2024; Gruppo Italfinance, a corporate credit broker, in February 2025; Horizon Automotive, a car mobility platform founded in 2020, in September 2025; and the automotive services company Infodrive Service together with the insurance agency Fideas in June 2026.
Pescarini set out a plan named Fast Forward running to 2027. It rests on four lines of work: getting more out of the existing product verticals, strengthening the capabilities that cut across them, reviving the physical channel, and growing by acquisition and by moving into new segments, small and medium-sized businesses above all. He told Milano Finanza in March 2024 that revenue had been growing at about 20 per cent a year and that the company intended to keep that pace through a mix of digital and physical distribution.
BeBeez reported group revenue of €248 million for 2025, up 24 per cent, with EBITDA of €86 million and about 1,600 employees, and a €410 million bond listed on the Vienna Stock Exchange maturing in December 2029.
Corporate affairs
Ownership and valuation
Facile.it has been in the hands of financial investors for most of its life. In 2011 Holding Italiana Quattordicesima, the investment vehicle of the Berlusconi family, took a holding that BeBeez later reported at 20.39 per cent. Oakley Capital bought 75 per cent in September 2014, at a price BeBeez gave as €27 million and the Italian trade press as about €100 million for the whole company. The price EQT paid in May 2018 was never disclosed, and Carlo Festa of Il Sole 24 Ore estimated it at €400–450 million.
The 2022 sale to Silver Lake was the first to be reported above a billion euro. Bloomberg News gave a valuation of about €1 billion and Festa wrote of more than a billion, while Anna Messia of Milano Finanza reported €1.1 billion, or roughly twenty times an EBITDA of €55 million, and put the gain for the outgoing investors at between €650 million and €700 million. Silver Lake, which invests in technology companies, said the deal made Facile.it Italy's second unicorn. Morgan Stanley acted as sole financial adviser, and Simpson Thacher & Bartlett and BonelliErede advised Silver Lake.
Silver Lake holds the majority and Oakley Capital a minority stake, and the direct parent of Facile.it S.p.A. is a holding company, Tangerine Holdco. Pescarini said in March 2024 that a stock market listing lay outside the horizon of the plan running to 2027, and in July 2025 that a listing was not under discussion. By 2026 the group had a €410 million bond listed on the Vienna Stock Exchange and maturing in December 2029.
Financial results
Published figures cover different perimeters, and the consolidated group total is larger than the accounts of Facile.it S.p.A. taken on their own.
Revenue and EBITDA as reported
Year
Revenue
EBITDA
Source
2012
€19.3 million
BeBeez
2013
€28.6 million
€4.7 million
BeBeez
2017
€66 million
€12.6 million
BeBeez, Unquote
2021
about €140 million
EQT
2025
€248 million (group)
€86 million
BeBeez
In the first half of 2025 revenue passed €100 million, a rise of 20 per cent, with EBITDA up 30 per cent.
Operations
Facile.it S.p.A. operates the comparison service for household contracts, covering electricity, gas, broadband, mobile telephony, current accounts and payment cards, and long-term car rental, and it runs the group's marketing activities. Two regulated subsidiaries carry out the intermediation: Facile.it Broker di Assicurazioni S.p.A., an insurance broker operating on the facile.it and assicurazione.it websites, and Facile.it Mediazione Creditizia S.p.A., a credit intermediary operating on facile.it, prestiti.it and mutui.it. The company is headquartered in Milan and has further offices in Cagliari, Catania and Turin.
The company is remunerated by commissions paid by the providers with which it has distribution agreements, and compares the offers of those partners rather than the whole market; a 2016 investigation by the Italian magazine Altreconomia reported commissions of between 2.5 and 14 per cent for each policy sold. Alongside the website, distribution runs through a call centre, a network of agents and franchised shops.
By the end of 2025 the group offered about ninety products under agreements with more than thirty insurers. The range covered motor policies, other non-life lines, life cover placed with Athora Italia and GamaLife, and insurance against natural catastrophes.
The network of branded shops grew from 52 outlets at the start of 2024 to more than seventy by the end of 2025, with a target of about one hundred by 2027. Over the same period the Facile Partner network of self-employed intermediaries was reduced from about 3,300 to some 1,500, and roughly a hundred of them came to work almost exclusively for the company. The physical channel accounted for about a quarter of revenue in 2025, and the company said it wanted that share to reach 40 per cent by the end of its plan.
Milano Finanza reported that Facile.it was spending more than €20 million a year on technology and that it was the leading broker and adviser for motor insurance in Italy. EQT, on selling the company, called it the largest online price comparison platform in Italy.
Regulatory and legal proceedings
In its 2014 survey of comparison websites, IVASS identified shortcomings common to the sector, including the fact that the sites compared mainly insurers from which they received commissions, that the number of insurers said to be compared was higher than the actual number, and that comparison was based on price without regard to the content of the policy.
In April 2015 the Italian Competition Authority (AGCM) closed proceedings PS9212 by making binding a set of commitments offered by Facile.it. The company undertook to explain its savings claims, to publish the list of partner insurers and the commissions received from each, and to offer optional cover only on an opt-in basis, ending the automatic pre-selection of add-ons. A parallel case concerned the competing site 6Sicuro; both decisions were later cited in academic work on the effects of comparison websites on competition.
In May 2021 the AGCM opened investigation I856 into four comparison websites, including Facile.it Broker di Assicurazioni, and thirteen insurers, over an alleged exchange of sensitive information on the terms of direct motor insurance sales dating back to 2012. The proceedings were closed on 10 May 2022 with commitments and without any finding of infringement; the parties undertook to aggregate and anonymise the data exchanged, to reduce the frequency of reporting and to make the reports available to all insurers on fair and non-discriminatory terms.
In December 2020 the consumer association Konsumer complained to the AGCM about the relationship between Facile.it and Prima Assicurazioni, both founded by Genovese, arguing that the comparison site favoured Prima's products over those of other insurance intermediaries. Milano Finanza reported the complaint, and in February 2021 reported that the authority was examining that allegation alongside the information given to consumers on loans and motor policies.
In October 2021 the AGCM fined two group companies a total of €7 million for unfair commercial practices: €5.95 million for Facile.it Broker di Assicurazioni and €1.05 million for Facile.it Mediazione Creditizia. The authority found that loan comparisons had been presented without making clear that the quotes were provisional, that the status of Prima Assicurazioni as an intermediary rather than an insurer had not been adequately disclosed, and that automatic pop-ups and unsolicited telephone calls amounted to aggressive practices. The company appealed. The regional administrative court of Lazio upheld the fine in 2023, but in June 2025 the Council of State annulled it in judgment no. 4843/2025, holding that consumers had been clearly informed and that the call centre activity did not constitute an aggressive practice.
12Messia, Anna (18 December 2020). "Prima Assicurazioni all'Antitrust" [Prima Assicurazioni reported to the antitrust authority]. Milano Finanza (in Italian). No.250. p.17.
12Trezzano, Claudio (17 November 2023). "Come vanno i conti di Facile.it?"[How are Facile.it's accounts doing?]. Startmag (in Italian). Retrieved 15 August 2026.
