Insurance has a trust problem. Policies are complex, claims processes are opaque, and the suspicion that the insurer will find a reason not to pay out is a feature of how most people experience the industry. Coya was founded in Berlin in 2016 as a digital-first insurance company targeting the German market, with a product designed to be simple enough to understand and a claims process fast enough to actually feel useful. Its initial focus was personal liability and household contents insurance — unglamorous products, but ones that a significant portion of the population needs and most people find difficult to buy with confidence online. Coya built on a digital insurance licence, managing the full policy lifecycle through its app, without the legacy systems and broker networks that complicate the product experience at traditional insurers. The German insurtech market has proven to be genuinely competitive, with multiple well-funded players competing for a population that is both highly insured and deeply sceptical of change. Coya's position in that market reflects the broader challenge of digital insurance: the product is rarely the hard part — distribution, trust, and the slow work of building a brand in a category defined by infrequent customer contact are where the real battles are fought.