Embedded insurance models in practice: insights from the London plenary

Quentin Colmant, Qover’s CEO & Co-founder, joined industry leaders in London for the Open and Embedded Insurance Observatory’s plenary meeting. Hosted at AWS’s London HQ, the event brought together insurers, brokers, technology providers and brands to examine the current state of embedded insurance and the direction it's taking.

Quentin took part in the panel ‘Embedded Insurance in Practice: Lessons from the Frontlines’ alongside Tom Reilly, EVP – Global Head of Underwriting Warranty, Affinity, and Embedded Products at Fortegra, and Iain Woodward from Europ Assistance. They discussed how the market is moving beyond early ambition and into more structured, scalable execution – here’s a recap.

Embedded insurance: from concept to delivery

Quentin’s panel focused on practical progress rather than abstract visions as he and Iain both highlighted how embedded insurance is shifting from high-level ambition to operational reality.

Real value now depends on delivering protection at the right moment within the customer journey, supported by strong processes and clear roles between stakeholders.

Two operating embedded insurance models, one objective

Embedded insurance models determine how protection is delivered within a brand’s ecosystem. 

Quentin explored how various stakeholders work together through the two predominant embedded insurance models shaping the industry today: end‑to‑end carriers and orchestrators.

He strongly supports separating risk capacity from the tech and orchestration layer, and working with tier 1 insurers for brand protection. At the same time, he acknowledged that a single‑carrier model can create value in specific situations.

Both approaches can be effective depending on your needs:

• A single‑carrier model works when scope is limited to one market, one or two products and a stable risk appetite. However, some insurance companies remain fragmented, relying on outdated backends and lacking APIs or flexible distribution systems, which makes integrating into partners' digital ecosystems nearly impossible.
• As soon as you need multiple markets, custom digital experiences or broader product portfolios, orchestration becomes essential. Additionally, having a differentiated approach with solutions from multiple risk carriers can diversify risk, create more competition and retain the flexibility to switch insurers if the partnership doesn’t work out. 
• Many brands are now seeking more MGA‑like influence to embed insurance that strengthens their core value proposition. From a unit economics standpoint, it’s a misconception that costs stack up with multiple partners; in reality, selecting specialists increases efficiency and overall gains.
• Collaboration remains indispensable. No single organisation can excel across all markets and lines of business.

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Ultimately, the right embedded insurance model depends on your scale and ambition.

Claims as the decisive moment in embedded insurance

Embedded insurance delivers its most value the moment a customer submits a claim. 

While technology like AI has greatly improved claims processing outcomes, it’s not always enough for every type of claim.

Quentin outlined three distinct claim types:

• High‑volume, low‑severity claims suited to AI‑enabled, centralised processes
  
• Complex local claims requiring local market expertise
  
• Global or specialised claims, such as travel or cyber, that require dedicated networks

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In order to provide the best claims experience that balances consistency and specialisation, you need an embedded insurance model that combines technology, TPA capabilities and MGA expertise. 

Despite being a common misconception,  insurtech is not limited to digital claims. The panellists agreed that effective delivery requires technology, operations, people and traditional service channels working together.

Scaling embedded insurance models across Europe

One of the most consistent themes of the day was the challenge of scaling embedded insurance across multiple markets, as Europe’s fragmented insurance regulation remains a barrier.

Tech‑enabled orchestration offers a practical solution by connecting workflows, standardising the partner experience and managing regulatory differences behind the scenes. For programs requiring strong local insight, a combined approach with local carriers or specialist brokers remains the best route.

A more coordinated embedded insurance ecosystem

A noticeable shift throughout the event was the move towards more coordinated and collaborative industry dynamics. The conversation is less about ‘insurtech versus insurance’ and more about how technology supports sustainable insurance delivery.

Brokers are beginning with customer needs rather than product catalogs. Banks and automotive brands are seeking greater control over the customer experience. Industry participants are discussing operational realities with more openness and clarity.

There is no universal model and no instant solution. The organisations that remain adaptable, choose the right partners and stay focused on real customer value will shape the next phase of embedded insurance.

Closing thoughts

All in all, the London plenary reflected a sector that is becoming more structured and more pragmatic. Embedded insurance is no longer an abstract ambition but a tangible discipline with measurable outcomes.