How Aiana is building Switzerland’s first AI-powered broker

Aiana wants nothing less than to turn the Swiss insurance world on its head: a fully AI-supported, independent broker, FINMA-compliant, radically transparent and with the promise of returning a large part of the commission to customers.

CEO & Co-Founder Bejan Choschnau explains how technology, ethics and a top-class team come together to change a market that has been crying out for innovation for years.

Mr. Choschnau, Aiana speaks of a “new era of insurance consulting”. What personal insight or experience led you to co-found this company?

Brokers are supposed to protect people. But they often only protect their commission models. We see every day how consumers have to make decisions without knowing whether the advice is really in their best interests. This system creates mistrust.

The realization was clear: we need a model that puts customers back at the center. Together with my co-founder Dr. Peter Kauf , we came to the decision: With today’s technology, the time is ripe and we will do exactly what insurance is meant to do. Protecting people, not enriching intermediaries.

You write: “People are not a product, they are our focus.” What does that mean in concrete terms in an industry where commissions traditionally drive decisions?

This means: no decision based on commission. Our AI evaluates objectively according to need, risk and life situation, not profit. And: customers receive at least 50 percent of the brokerage commission back. That’s not just a financial benefit, it’s a sign of respect. Our approach is clear: radically transparent.

Aiana relies on an AI developed in-house to analyze tariffs, conditions and services in real time. How does this system work and where does it still need human expertise?

Our AI analyzes tariffs, contract terms and benefit details in real time. It is currently being trained by insurance experts and learns from simulated consultation cases, not from predefined question trees. And yet: the final decision is always checked by a qualified expert. The technology ensures objectivity and people ensure security.

You emphasize “Explainable AI” and Swiss data sovereignty (hosting in the Nottwil military bunker). How important is this topic for customer trust?

Insurance is a product of trust. When our AI makes decisions, customers need to understand why. That’s why we explain every proposal in a comprehensible way. Transparent logic instead of a black box. All data remains in Switzerland. Hosted in a former military bunker in Nottwil. So it’s clear: no data export, no dependencies, maximum security.

What can your AI do that existing systems such as decision trees or pure comparison portals like Comparis cannot?

Aiana advises. Individual advice is Aiana’s greatest strength. This is particularly important for more complex insurance products such as life insurance. In short: Comparis compares – Aiana advises.

You are building one of the first FINMA-compliant AI brokers in Switzerland. Where do you see the biggest regulatory hurdles?

FINMA requires that advice remains customer-centric and comprehensible. This is precisely why we rely on explainable AI and human final checks. We don’t see regulation as a hurdle, but as quality assurance.

The new statutory caps on commissions are changing the industry massively. Is this more of an opportunity or a challenge for Aiana?

A huge opportunity. The less commission can be paid out, the less commission optimization is worthwhile and the more real advice is needed. This plays directly into the hands of a transparent AI model like ours.

The plan is to return at least 50 percent of the commission to customers. How can such a model be financed sustainably?

The big leverage lies in the efficient operation of the AI compared to advice providers run entirely by humans. At the same time, the staggered payment of commission to Aiana customers will increase their loyalty to their chosen insurance, which in turn makes Aiana very interesting for insurance providers. The staggered repayment is not a marketing trick, but is due to the cancellation conditions that the insurance providers apply to the commissions.

There is enormous scaling potential, depending on market share and commission. Where do you realistically see Aiana in five years’ time?

Following a successful proof of concept in Switzerland, we want to be one of the top three digital brokers in the private client segment, expand into at least two European markets and have our own AI platform as a B2B license model.

Our goal is clear: to become a major European player in the InsurTech sector.

Your platform is multilingual. How important is this advantage, especially in a country like Switzerland with great cultural diversity and many expats?

Over 40 percent of expats live in Switzerland. Those who do not fully understand insurance companies make poorer decisions. Our platform speaks almost every language so that everyone feels understood and creates inclusion and trust.

You have a team with impressive profiles, such as the former General Counsel of Google Switzerland and an ex-auditor from Ernst & Young. How does this interdisciplinary setup shape the development of Aiana?

Our experts bring experience from Google, HP, Ernst & Young, international authorities and insurance groups. This mix ensures that Aiana is developed in a legally sound, technically leading, market-oriented and economically scalable manner.

Your development team works around the globe, from Bolivia to Belgium and Australia. How do you ensure quality, safety and speed at the same time?

We have been working with the same core team for over ten years in Bolivia, Belgium and Australia and have already implemented several projects. Every developer is hand-picked and clearly bound by contract. Our global structure allows us to develop 24/7, with security audits, code reviews and clear AI governance ensuring the highest standards. Quality assurance is also guaranteed by an independent body of experts in Switzerland.

Many people feel overwhelmed by rising premiums and complex products. How do you want to win back this trust with an AI-supported solution?

Aiana addresses precisely this excessive demand. We provide an understandable explanation of the proposals, present costs and commission refunds transparently with three principles: Independence, Transparency and Fairness. We explain clearly why something is recommended and we openly show how much commission is generated and how much the customer receives back. Trust is created when you have nothing to hide.

You are currently looking for partners and investors. What kind of support is most valuable for Aiana right now: capital, network or strategic expertise?

Our team is developing rapidly. I have never seen a venture that has generated so much interest in such a short space of time. The most valuable thing for us is partnerships with insurers who understand that the future will be digital, fair and AI-supported. We have already secured some soft commitments with insurers. And investors who not only give money, but also bring vision and a network.

When and with which product or products are you planning to launch?

We will be able to offer the first property value insurance policies at the beginning/mid-2026.

The questions were asked by Binci Heeb.

Bejan Choschnau is a Swiss entrepreneur and AI expert with over a decade of experience in developing and scaling digital technologies. As a former CIO of an insurance company, he knows the challenges of the insurance industry first-hand. He founded one of the first commercial AI companies in Switzerland, Infona AG, successfully built it up and led it to a successful exit. Today, he advises international authorities and institutions, including projects in cooperation with the United Nations, on the use of artificial intelligence to digitalize public services. With Aiana, he is pursuing a clear mission: insurance should serve people again, not intermediaries.

Read also: Innovation, AI and customer experience at the Swiss InsurTech Hub Summit & Awards 2025