Ferreira, Miguel LinoFontoura, Rodrigo2026-04-202026-04-202026-01-192025-12-17http://hdl.handle.net/10362/202376This 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.engBusiness model innovationDigital insuranceFinancial analysisMarket feasibilityStrategic assessmentmaster thesis204238021