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Habit.io: The Invisible Insurance Engine
Why 60 people are building the infrastructure for embedded insurance in Brazil
In a market obsessed with direct-to-consumer apps, Habit.io is betting its $7.8M revenue on the invisible layer behind the scenes. They aren't selling insurance to consumers; they're selling the infrastructure to the distributors who already have them.
"They aren't selling insurance to consumers; they're selling the infrastructure to the distributors who already have them."
The B2B2C Playbook
Habit.io targets a specific pain point in the Brazilian insurance market: distribution. Traditional insurance sales are high-friction and low-conversion. By offering a 'plug & play' API for embedded protection, they allow banks, fintechs, and e-commerce platforms to offer contextual insurance at the exact moment of need. It’s a classic infrastructure play—own the pipes, not the water.
The Traffic Paradox
With only 1,403 monthly visits, Habit.io’s web presence is shockingly quiet for a company generating nearly $8M in revenue. This isn't a bug; it's a feature. Their growth is driven by enterprise sales and API integrations, not SEO or direct traffic. The 'undefined' country traffic share suggests they are likely testing markets or have a highly localized, private client base. They don't need consumers to find their website—they need partners to integrate their code.
The tech stack reveals a modern, frontend-focused approach. Using Tailwind CSS, Radix UI, and shadcn/ui suggests a team that values speed and developer experience. They aren't building legacy monoliths; they are building modular, composable UI components that can be dropped into any partner platform seamlessly.
- Revenue concentration: $7.8M generated by just 60 employees implies high revenue per employee (~$130k).
- Brand ambiguity: High search volume for 'habit' (40k/mo) is likely cannibalized by unrelated entities, making 'Habit Insurance' the only viable branded keyword.
- Leadership mix: A blend of technical heads (Raquel, Cristina) and strategic operators (Domingos, Sasha) indicates a balanced execution strategy.
The Silent Giant of Embedded Finance
Habit.io proves that in B2B infrastructure, you don't need to be loud online to be loud in the ledger.
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Meta Tags
Habit - Embedded & Contextual is our policy
A Habit enriquece os nossos parceiros de distribuição com produtos de proteção e seguros através de uma tecnologia de distribuição simples, plug & play e contextual.
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About habit.io
A Habit enriquece os nossos parceiros de distribuição com produtos de proteção e seguros através de uma tecnologia de distribuição simples, plug & play e contextual.
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Technology Stack
habit.io uses 9 technologies across their website including Google Fonts, HSTS, Cloudflare, and more.
Fonts
Google Fonts
Security
HSTS
Cloud & Hosting
Cloudflare
Performance
Lazy Loading, Priority Hints
UI Libraries
shadcn/ui, Radix UI
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
habit.io receives approximately 1.4K monthly visitors and ranks #10,660,833 globally. The website has a bounce rate of 32% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 0:42 on the site.
The majority of habit.io's traffic comes from .
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This page provides publicly available information about habit.io. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit habit.io directly at https://habit.io.