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Expanding into digital insurance in Portugal – strategic assessment and business model development: assessing market readiness and consumer adoption for the digital expansion of an insurance broker in Portugal
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This dissertation assesses the strategic and operational feasibility of launching a digital insurance brand in Portugal, through a project with Concentra. Adopting a mixed-method approach combining market analysis, expert interviews, consumer surveys, benchmarking, and
financial modelling, the study evaluates whether a Spanish-style digital brokerage model can be effectively transferred to the Portuguese context. The findings indicate that full replication is constrained by regulatory, technological, and behavioural factors. A phased hybrid digital
model is therefore recommended, integrating automated processes with human advisory support. Financial analysis suggests this approach can achieve sustainable growth while aligning with local market dynamics.
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Business model innovation Digital insurance Financial analysis Market feasibility Strategic assessment