In a world where digital convenience is paramount, embedded insurance is quickly becoming a must-have feature for businesses looking to enhance value and customer satisfaction. But what exactly is embedded insurance, and why is partnering with an insurtech like Briisk the most effective way to implement it? Let’s explore.

What is embedded insurance?

Embedded insurance refers to the seamless integration of insurance into a product or service at the point of sale – making it immediately available when and where it’s most convenient. Consider the following examples:

✅ Purchasing a plane ticket and being offered travel insurance during the booking process.

✅ Adding gadget protection when buying a mobile phone online.

✅ Ride-hailing platforms automatically insuring drivers and passengers for every trip.

There is no need for separate applications or additional research. According to Chubb, this approach modernises insurance distribution by meeting customers in digital environments they already engage with, improving accessibility and relevance.

What role does an insurtech play in embedded insurance?

To deliver embedded insurance effectively, businesses require robust technology infrastructure, automation, regulatory compliance, and real-time data insights. This is where insurtech companies come into play.

Insurtechs contribute in several key ways:

✅ Symbiotic partnerships
Platforms such as Amazon or Uber work with insurtechs to embed flexible coverage options directly into their customer journeys. This streamlines the process and builds customer trust.

✅ Tailored insurance products
By leveraging behavioural and real-time data, insurtechs design bespoke policies that reflect the specific needs of each user. For example, freelance workers can be offered pay-per-use coverage that aligns with their way of working.

✅ Cost-efficiency and flexibility
Insurtechs enable usage-based pricing models, which lowers costs and make insurance more accessible for sectors like e-commerce, travel, and the freelance economy.

Like Briisk who delivers online insurance platforms enabling businesses to distribute tailored insurance products through their own digital channels. Briisk’s solutions make it easy for companies to offer relevant cover to customers without needing to become insurance experts themselves.

The value for insurers and their end customers

Embedded insurance delivers clear benefits:

✅ For end customers: The process is more convenient, relevant, and less time-consuming. Insurance is offered exactly when it’s needed, within familiar digital environments.

✅ For insurers: It boosts customer loyalty, opens new revenue streams, and differentiates products in competitive markets.

This is not simply a value-add; it’s a strategic enhancement to the customer experience.

Embedded insurance in action

Real-life use cases illustrate how embedded insurance adds value:

✅ E-commerce: Retailers offer extended warranties or theft protection during checkout, simplifying the decision to insure a purchase.

✅ Mobility and the freelance economy: Platforms like Uber include automatic driver and passenger insurance, reducing administrative overhead and improving compliance.

✅ Travel: Booking sites include tailored travel cover within the customer journey, reducing the chance of travellers overlooking essential protection.

✅ Fintech and banking: Banks offer embedded insurance as part of their core products, such as life or personal liability cover.

These integrations streamline the customer journey while providing peace of mind.

The growth of embedded insurance through digital transformation

The expansion of embedded insurance is closely linked to digital transformation. Traditional insurance systems, often reliant on legacy infrastructure, are typically not agile enough to meet modern demands.

According to Cardinal, the shift to API-first and cloud-based systems has enabled real-time pricing, instant quote generation, and seamless onboarding which are critical features for embedded offerings.

Modern insurtech platforms allow insurers to distribute products more efficiently, respond to customer needs quickly, and deliver a personalised experience that legacy models struggle to achieve.

How can insurers take advantage of embedded insurance?

To remain competitive in a digital-first landscape, insurers must adapt. Key strategies include:

✅ Forming strategic partnerships: Working with technology providers like Briisk to integrate insurance into third-party platforms.

✅ Investing in scalable technology: Embracing APIs, automation, and cloud systems to support embedded models.

✅ Designing customer-centric products: Shifting from a policy-first approach to an experience-first one, aligning insurance offerings with user behaviour and context.

According to EY, insurers that adopt embedded models can broaden their market reach, particularly within sectors such as mobility, retail, and financial services.

Why Briisk is a strong choice as an insurtech partner

Embedded insurance is only as effective as the technology behind it. Briisk Limited offers scalable, cloud-based platforms that empower businesses to launch, distribute, and manage digital insurance products with minimal friction.

What sets Briisk apart is its flexibility and speed-to-market — allowing organisations to embed insurance into websites, mobile apps, or messaging platforms like WhatsApp. This enables businesses to provide customers with timely and relevant protection in a seamless digital experience.

Embedded insurance is no longer a future trend — it’s already transforming how insurance is delivered and experienced. With the right insurtech partner, businesses can enhance customer journeys, unlock new growth opportunities, and stay ahead of the curve.

If you’re considering adding embedded insurance to your business offering, partnering with an expert like Briisk could be the key to unlocking its full potential and bringing the future of insurance into the present.