Our history · since 1979
Three generations
of independence
Since its beginnings in Court, in the canton of Bern, Assidu has developed around one core conviction: high-quality advice rests on independence, expertise and relationships of trust built over time.
Almost half a century.
Three generations.
One guiding principle.
From the individual insurance advisory business founded by Pierre Dubied to the company now operating through nine locations, our development reflects the continuity of a family-owned model that has remained in control of its strategic direction.
This history explains the way we work today: preserving our independence, developing our expertise and building relationships for the long term.
Pierre Dubied, founderThe origins of an independent vision
In 1979, 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. This approach allowed him to broaden the range of solutions available to private clients and seek more favourable terms.
The companies Pierre Dubied started with
- Altstadt
- Secura
- Providentia (life insurer)
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 name Assidu
A philosophy, a trade, a family
It echoes the French assidu and the Italian assiduo (in English, assiduous), which evoke diligence, constancy and commitment.
Evokes insurance and takes the first letters of the Italian assicurazioni.
The first letters of the name Dubied, recalling the company's family origins.
Pierre Dubied's son Cédric opens the Delémont office. The following year, Pierre Dubied opens the Lugano office, extending the business to Italian-speaking Switzerland.
A turning point met with resilience
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.
1 January 1992
The creation of Assidu SA and growth
The family business, which until then had operated under the name Bureau d'Assurances Dubied, officially becomes Assidu SA. The brothers Cédric and Régis Dubied bring the Delémont and Lugano offices together within a single structure.
This merger consolidates the organisation and gradually extends the business to corporate clients, alongside its established private-client business. Over the years, Assidu has extended its expertise to risk management, occupational pension provision and retirement planning, as well as mortgage financing.
The third generation steps in
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. Since 2023, the third generation of the Dubied family has contributed to the development of the company and to the continuity of the family business.
Holder of a Master of Arts in Business Administration and a Swiss Federal Diploma of Higher Education in Insurance. He leads the company's digital strategy and also advises clients.
Holder of a Master of Science in Business Administration, 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.
Looking to the future
Three generations, one way of working: a short film about what links Assidu's history to the decades ahead.
At Assidu, continuity rests on tangible foundations: the ownership structure, the organisation of its governance and the operational involvement of the generations currently working in the company.
At a glance