The insurance company Kovr officially changes its name to KEV this Thursday, August 6th, marking the beginning of a new phase for the company. The rebranding , planned internally for months, coincides with the completion of the sale of the company to PicPay, approved by the Central Bank in July, after approval from Cade and Susep.
According to Thiago Moura, CEO of the KEV Group, the name change is part of a strategy already designed by management. "We wanted a name that reflected simplicity, energy, and technology. PicPay strengthens this movement, but we would have rebranded anyway," he states.
The name KEV, inspired by the energy unit "kiloelectron-volt," symbolizes three pillars of the new phase: energy to transform the market, technology to scale, and intelligence to protect people. For Moura, the new brand also brings more clarity and ease of pronunciation, reinforcing the proposition of being an agile and accessible business.
KEV will continue as an independent operation. The entire structure of the insurance company will be maintained — leadership, office, and executive team. PicPay is the insurer's main individual distribution channel, responsible for R$ 400 million of its R$ 2.7 billion revenue in 2025. But the company will strengthen partnerships with other companies, such as Sem Parar, Disney+, Telefônica, XP, and Ticket, among others.
These partnerships are a central part of KEV's strategy, which focuses on an "invisible" presence for the consumer. Kovr operates in the insurance, private pension, and capitalization segments and has already issued more than 30 million policies through its platform. Its portfolio includes products such as life insurance, personal accident insurance, surety bonds, travel insurance, and financial lines of credit.
The idea is to offer insurance embedded in everyday services, such as R$ 500 coverage in the PicPay digital wallet or R$ 2.90 per day of use via the Sem Parar tag for vehicle insurance. "We want to be the kind of insurance you use without realizing it, but that makes a difference when you need it," says Moura.
In this new phase, KEV intends to invest in artificial intelligence to improve pricing and customer experience, without relying on external funding. "Our challenge is to create something new and better for the consumer. That's worth more than any investment check," says the CEO.
Moura, along with two other executives from the company itself, was part of the group of minority shareholders who took control of Kovr in July 2025, buying the stake then owned by Banco Master. Shortly after, the new management began searching for a buyer for the insurance company.
The deal between Kovr and PicPay was valued at R$ 657.6 million, according to documents from PicPay's listing prospectus on Nasdaq , filed in January of this year.
