Willis, a business of WTW (NASDAQ: WTW), has announced a strategic partnership with Qover to expand its GB Affinity technology ecosystem and accelerate the development of embedded insurance solutions.
The collaboration aims to address growing demand for insurance that can be integrated directly into customer journeys at the point of sale. By combining Willis’ distribution and insurance design capabilities with Qover’s embedded insurance orchestration platform, the companies will offer businesses a product-agnostic solution to launch tailored insurance programmes quickly and at scale.
Unlike traditional distribution models, the partnership is focused specifically on the embedded and affinity insurance space. The solution will enable organisations across sectors such as financial services, retail, automotive and membership organisations to embed insurance into their digital platforms and customer interactions.
Anthony Borgman, Head of Affinity, GB at Willis, said the partnership strengthens the firm’s technology ecosystem and supports its strategy to provide more agile distribution capabilities. “Strengthening our ecosystem is a core part of how we continue to meet the evolving needs of our GB Affinity clients and deliver agile distribution capability. Partnering with Qover enhances the connected infrastructure behind our propositions – giving us greater flexibility, improved speed to market and more ways to support clients’ brands operating in a wide range of industry verticals. It’s an important step in our journey, and there’s more to come on this in the year ahead.”
Qover brings embedded insurance expertise through its API-driven platform, which includes real-time dashboards and AI-powered claims management tools. Willis will complement this with its insurance design expertise, market access and proprietary analytics capabilities, including its Radar pricing technology.
The partnership also supports the development of scalable insurance solutions designed to evolve alongside changing customer expectations, while aligning with broader goals around innovation and sustainability.
Quentin Colmant, CEO and co-founder of Qover, highlighted the importance of seamless insurance experiences. “Insurance experiences must be seamless, contextual and simple. We’re excited to support Willis’ GB Affinity ambitions as they continue to build the next generation of partner solutions.”
Qover’s platform already supports millions of users across more than 30 European markets, adding further scale and technological capability to Willis’ growing affinity ecosystem.
