The history of Assidu SA, independent Swiss insurance broker since 1979
Almost half a century.
Three generations.
One guiding principle.
The origins of an independent vision (1979–1987)
Assidu’s story began in 1979, when Pierre Dubied established an insurance advisory business in Court, in the canton of Bern.
At the time, the Swiss insurance market was organised around a cartel. Pierre Dubied chose to work with so-called "non-cartel" companies, among them Altstadt, Secura and the life insurer Providentia. This approach allowed him to broaden the range of solutions available to private clients and seek more favourable terms. This choice laid the foundations of a principle that still guides Assidu today: preserving its freedom of advice in order to seek the solutions best suited to each client. The company’s name already reflected this philosophy.
Assidu brings together several facets of the company’s identity. It echoes the French assidu and the Italian assiduo (in English, assiduous), which evoke diligence, constancy and commitment. Its construction also recalls the company's trade and family origins: "assi", which evokes insurance and takes the first letters of the Italian assicurazioni, is combined with "du", the first letters of the name Dubied. The name thus links a way of working, a field of expertise and a family history. The name therefore brings together a way of working, an area of expertise and a family history.
Growth soon took on a family and regional dimension. In 1981, Pierre Dubied's son Cédric opened the Delémont office. The following year, Pierre Dubied opened the Lugano office, extending the business to Italian-speaking Switzerland.
A turning point met with resilience (1988–1991)
The year 1988 marked both a tragic event and a decisive turning point. Following the untimely death of Pierre Dubied in a road accident, his son Régis Dubied took over responsibility for the Lugano office.
He ensured its continuity and gradually developed the business with private clients, particularly in pension provision, health insurance and non-life insurance.
This period helped establish the operational foundations on which Assidu SA would subsequently continue to grow.
The creation of Assidu SA and continued growth (1992–today)
On 1 January 1992, the family business, which until then had operated under the name Bureau d’Assurances Dubied, officially became Assidu SA. The brothers Cédric and Régis Dubied brought the Delémont and Lugano offices together within a single structure.
This merger consolidated the organisation and gradually extended the business to corporate clients, alongside its established private-client business.
Today, Assidu brings together 85 employees including 25 insurance specialists holding Swiss Federal Diploma of Higher Educationand manages an annual premium volume of CHF 200 million.
The company ranks among Switzerland’s twenty leading insurance brokers. Over the years, Assidu has extended its expertise to risk management, occupational pension provision and retirement planning, as well as mortgage financing. We now support companies, public and semi-public entities and self-employed professionals, as well as individuals and families.
The third generation has been active in the company since 2023
A distinctive element, and one fundamental to Assidu's success, is the deep and continuous involvement of the founding family. With 100% of the capital held by the Dubied family and members of management who are actively involved in the company, the ownership structure ensures that strategic decisions remain firmly anchored in the original principles and values. Far more than a historical detail, this is what guarantees, today and tomorrow, the consistency of our values. The third generation of the Dubied family now contributes to the development of the company and to the continuity of the family business.
William Dubied — Holder of a Master of Arts in Business Administration and a Swiss Federal Diploma of Higher Education in Insurance. William Dubied is Director of Back Office in Ticino and leads the company’s digital strategy. He also advises clients.
Loïc Dubied — Holder of a Master of Science in Business Administration, Loïc Dubied is responsible for the company’s external communications.
A family council helps preserve the company’s values and ensure continuity of the entrepreneurial project from one generation to the next.
This governance model maintains a constant focus on the company’s financial strength, reputation and the interests of both clients and employees. It supports progressive development and professional relationships designed to last.
At Assidu, continuity therefore rests on tangible foundations: the ownership structure, the organisation of its governance and the operational involvement of the generations currently working in the company.