Embedded insurance integrates cover directly into non‑insurance customer journeys—such as retail checkouts, travel bookings, mobility services, or software platforms—so that UK consumers and SMEs can buy protection at the point of need. Insurers, MGAs, and brokers partner with brands and platforms via APIs to design simple, modular products and frictionless onboarding, while ensuring that disclosures, permissions, and post‑sale service meet FCA distribution and Consumer Duty standards and that embedded models genuinely enhance rather than obscure value.
