LEGAL STUFF

Why:

Having a strong brand provides a way for your customers to identify your business, and to refer your products or services to others. A strong brand is valuable. Like any valuable asset, a brand should be protected. Failure to protect your brand may reduce its value, and could damage your business’ reputation.

Approach / Next steps:

• Confirm brand name
• Purchase .com domain name
• Define the logo (simple and suitable for app stores)
• Engage with a lawyer specialised in trademark and brands
• Register the brand and logo internationally (Europe, USA, China, etc)

« PJF Holding B.V. » or « Concorde Holding B.V. »:

• « Concorde Holding B.V. » company registered in The Netherlands
• Legal entity owning the brand
• Tax optimisation

« PJF Insurance N.V. » or « Concorde Insurance N.V. »:

• « PJF Insurance N.V. » or « Concorde Insurance N.V. » (tradename: Concorde Insurance) is an insurance corporation organized under Dutch law and registered with the Dutch Chamber of Commerce
• This company issues your policy and pays your claims. It is licensed by De Nederlandsche Bank (DNB) as an insurance company in The Netherlands.
• This company is approved to sell in other European countries where Concorde Insurance is available.

Approach / Next steps:

• Reverse enginneer the « Lemonade » company structure
• Get extract from the KVK 
• Engage with a company lawyer specialised in The Netherlands to draft and submit the new company statuses