Selling cover at the precise moment the need arises, inserted within another purchase journey rather than through an insurance brand.
Embedded insurance consists in offering cover within a pre-existing transaction, a loan, the purchase of a good or a pet, rather than drawing the customer toward a standalone insurance brand. The insurer then fades behind the platform that distributes its product, and technology serves no longer to seduce directly but to integrate discreetly at the point of sale. This model is one of the two axes of insurtech's mutation after 2022, alongside the underwriting agency, for it captures distributive value without bearing the advertising acquisition cost that had weighed down direct sales. It illustrates the shift from a logic of brand conquest to one of invisible infrastructure.
An e-commerce site offers, at the moment of payment, breakage insurance backed by a partner insurer, embedded in the purchase journey without redirecting to an insurance brand.
assurance embarquée, embedded distribution, embedded insurance