FinEasy recruits from Fidelidade but keeps insurance outside its remit

FinEasy is recruiting its franchisees exclusively from Fidelidade’s insurance intermediaries, while keeping its business focused on credit broking. According to a report published by ECO on 14 October, the Fidelidade Group company rules out selling insurance policies, drawing a distinction between where its partners come from and the services its network provides.

Recruiting insurance intermediaries, focusing on credit

FinEasy’s link to Fidelidade’s insurance intermediary network underpins its franchise recruitment. This does not, however, mean that the credit broking brand will sell insurance. A company spokesperson told ECO that FinEasy “focuses exclusively on credit broking” and has “no commercial objective” relating to insurance intermediation.

This distinction is central to the model: partners are recruited from a network of insurance professionals, while FinEasy’s operations remain dedicated to credit. The company is therefore making clear that its connection to the insurer does not mean it is extending its activities to selling policies.

For the franchising community, this illustrates a recruitment model restricted to candidates connected to an existing network. Joining FinEasy is not presented as an opportunity open to all applicants: the company is recruiting exclusively from Fidelidade’s insurance intermediaries.

Two models for bringing partners into the network

According to the company’s explanation to ECO, partners have been joining through two routes. The first involves setting up a company dedicated exclusively to credit broking, with an insurance intermediary participating as a shareholder.

The second allows credit broking to be added to an existing insurance intermediary business. In other words, joining the network does not require a single corporate structure: partners can either establish a new company or use an existing business.

It is important to distinguish these arrangements from FinEasy’s own remit. The option of adding credit broking to an existing insurance intermediary business does not change FinEasy’s stated position on its activities. The brand continues to say that it focuses exclusively on credit and has no commercial objective relating to insurance intermediation.

For a prospective partner, the choice between setting up a company and adding an activity to an existing business is therefore one of the practical points to clarify when assessing the franchise proposition.

Regulatory oversight and separation from insurance

FinEasy’s credit broking activities are regulated and supervised by Banco de Portugal, Portugal’s central bank. According to the information reported by ECO, these activities remain separate from the insurance business, despite the company’s connection to Fidelidade Group and the background of its franchisees.

This clarification distinguishes three elements within the model: group membership, recruitment from the insurer’s intermediary network and the services FinEasy actually provides. The first two explain its connection to Fidelidade; the third defines the brand’s scope of activity.

Anyone assessing this franchise opportunity should consider that separation alongside the two models for joining the network. Partners’ experience in insurance intermediation is the starting point for recruitment, but it does not make FinEasy’s offering an insurance proposition.

Next phase envisages a broader financing offer

From 2027, FinEasy plans to complement its current model with multi-brand branches and move into consumer credit. This is a plan for the next phase, rather than an offering already available throughout the network.

João Raposo, FinEasy’s chief executive, identifies geographical expansion and a broader range of financing solutions as priorities. The announced development therefore remains focused on finance and does not conflict with the separation from insurance sales that the company is reaffirming.

In practice: interested insurance intermediaries should clarify which of the two models applies to their circumstances and distinguish the current business activities from the developments planned for 2027.