Redefining Embedded Insurance: From Add-On to Core Value

Embedded insurance has evolved immensely in recent years. What was once perceived as an irritating add-on when buying a flight has transformed into a powerful service that brings brands closer to customers, closes protection gaps, and saves end-users time, effort, and money.

To understand Beloy’s position compared to traditional players, it’s key to look at the role of the broker and how insurance products are embedded into existing customer journeys. Traditionally, brokers act on behalf of clients to find the best insurance solution in the market. Beloy does exactly this - licensed in both the UK and EEA and partnered globally, Beloy acts as the broker, fulfilling this role for clients.

But here’s the differentiator: Beloy doesn’t just broker insurance, it also delivers the technology. Instead of a car manufacturer, for example, needing both a broker and a tech partner to embed insurance into their digital journey, Beloy provides both: seamlessly linking insurance policies with online purchase flows. The result: an integrated, end-to-end embedded insurance experience.

The Current Landscape of Embedded Insurance

The embedded insurance ecosystem is made up of multiple stakeholders, each playing a critical role in shaping how insurance products reach end customers:

• Insurers – The risk carriers and underwriters, responsible for funding claims when they arise.

• Reinsurers – Strategic partners that enable Beloy to scale programmes globally, accelerate rollouts, and underwrite more complex risks.

• Brokers – Intermediaries between clients and insurers. In the embedded ecosystem, the business customer (often a consumer-facing brand) engages with Beloy to integrate insurance products into their existing customer journeys.

• Tech players – The crucial piece that ties everything together. Technology enables the connection between insurance systems, the business customer’s platform, and the end customer. Put simply: if a customer says “yes” to insurance during checkout, the policy must be created, bound, and delivered instantly - all without leaving the same journey. That’s what makes it truly embedded.

The Value We Deliver to Clients

At Beloy, value creation happens on two levels:

1. For the end customer – By broadening the proposition, our clients can offer protection for their products or services, enhancing customer trust and loyalty.

2. For the business client – We design attractive revenue structures, enabling insurance to serve as a new income stream.

By working closely with our clients, we accelerate the insurance market exercise through our established partner network. And because we’re a startup, we move fast - much faster than traditional players.

Our insurance partners are API-connected, allowing us to build and launch embedded insurance solutions in weeks, not years. Where time and tech budgets were once the biggest barriers, Beloy reduces costs, removes complexity, and delivers solutions at startup speed.

Looking Ahead: Beloy’s Role in Shaping the Future of Embedded Insurance

The embedded insurance market is expanding rapidly, and standing out requires more than just technology. Beloy’s differentiation comes from combining deep insurance expertise, global regulatory reach, and a scalable tech platform that adapts to any ecosystem.

Our ambition is bold but clear: to become the global go-to player for embedded insurance.
Why not? We already have the right pieces of the puzzle: a globally enabled platform, extensive insurance expertise, trusted partnerships with insurers and reinsurers, and a growing blue-chip client base.

Looking ahead, our role will include:

• Pushing the boundaries of innovation by integrating data-driven personalization into insurance offers, ensuring customers always receive relevant, timely protection.

• Lower barriers for businesses of all sizes to launch embedded insurance, whether they are global enterprises or emerging consumer brands.

• Shape the next generation of customer experience by making insurance an integrated and powerful layer of every purchase journey.

Beloy is not just participating in the embedded insurance movement - we’re shaping its future.