Allsecur was founded as the online-only, direct insurance arm of the global financial services company Allianz. It primarily focused on offering car, home, and liability insurance directly to consumers through its website, aiming for lower premiums by eliminating the need for physical branches and intermediaries. Starting in 2019, as part of a broader strategy to unify its European direct-to-consumer brands, Allianz began rebranding Allsecur in various countries (including Germany, the Netherlands, Italy, and Spain) to "Allianz Direct". Today, Allianz Direct continues this mission, leveraging technology to provide straightforward, digitally-managed insurance products across Europe.