The company was founded by Mickey Attia, formerly of DAS and Allianz, and Robin Stagg, also formerly of DAS, with backing from Greenlight Re. Both co-founders said the venture was driven by the shortcomings they see in traditional embedded insurance, where products are often bolted on at the point of purchase and deliver little long-term value.

Elevate Specialty has structured its operations around four core principles. Its products are “native by design,” with insurance and claims services integrated directly into customer environments rather than sold as afterthoughts. A data-focused approach underpins its strategy, using proprietary data and predictive analytics to close reporting gaps and support profitable growth. Technology plays a central role, with the MGA aiming to roll out new products in under 60 days through microservices, open APIs and AI-powered claims automation. To maintain relevance and comply with the Financial Conduct Authority’s Consumer Duty, Elevate has also committed to fortnightly product improvement cycles.

The MGA’s initial portfolio includes legal expenses insurance, income protection for renters, cyber cover, home emergency and personal accident. According to Attia, now chief executive officer, Elevate was launched to ensure insurance supports customers beyond financial protection. “We design products and claims experiences that feel like they’ve always belonged in the customer’s world. That’s when insurance works best,” he said. Chief operating officer Stagg added that, “By making protection a natural, useful part of everyday environments, we unlock engagement, improve outcomes, and deliver measurable value for customers and partners alike.”

Industry observers note that Elevate’s blend of AI-driven automation, embedded distribution and customer-centric design could mark a shift in how consumers experience protection products in their daily lives.