The Associacao Portuguesa de Seguradores (APS) is a non-profit association that represents and promotes the interests of insurance and reinsurance companies in Portugal, covering over 99% of the market[2]. APS offers services such as promoting insurance education, providing industry statistics, and supporting regulatory compliance[3]. Their target audience includes insurance companies and the general public. The unique selling proposition of APS is its comprehensive representation and advocacy for the Portuguese insurance sector, providing a unified voice and support for its members[2]. APS does not directly sell insurance but supports the industry's development and regulation.