Insurance in super apps marks a new stage of digital transformation where it ceases to be an independent product and instead becomes an integrated option accessible with one click at the moment it’s needed.
This changes users’ perception of insurance services, reduces barriers for customers, and opens up new opportunities for insurers and fintech companies.
What is embedded insurance?
Embedded insurance means that policy issuance takes place within the ecosystem of its own service such as delivery, taxi, financial app or sports subscription.
The user doesn’t have to search for insurance-they simply press ‘Continue’, and protection gets activated automatically.
Super apps like WeChat, Grab, Tinkoff, etc., offer several advantages:
- User context is already known by the application: geolocation, behavior, visit goals;
- High engagement-users actively interact with platforms daily;
- Frictionless integration-policy issuance happens in seconds without data entry.
Such environment makes insurance invisible but useful function seamlessly integrated into everyday actions.
The role of insurer changes: From product to API provider
In the embedded insurance model, the insurance company stops being a seller. It transforms into a technology provider offering APIs for calculating, issuing, and managing policies. The main user experience is shaped by the platform itself.
Examples include:
- Cover Genius working with Grab;
- Qover integrated into Deliveroo and Revolut;
- Baloise providing solutions for European subscription platforms.
New format of insurance: Time-based, Event-driven, Behavioral
Digital integration enables pay-as-you-go insurance models which activate based on:
- Events: competition, trip, rental;
- Duration: 1 hour, 1 day;
- Behaviors: active lifestyle, driving style.
This format can easily adapt to individual needs, is cheaper to use, and more convenient for clients.
Transparency and challenges
Despite convenience, there are important risks to consider:
- Users must understand they’re taking out an insurance policy;
- Clear information should indicate who’s responsible for payouts-insurer or platform;
- Regulations need compliance across different countries.
Conclusion
Insurance embedded in super apps isn’t just a technological trend-it represents a shift towards invisible, personalized, and precise approach.
Insurance is no longer a standalone product-it’s now a background feature appearing exactly when required. For users, this offers greater ease; for insurers, it introduces a new growth model.
Author: Aleksandr Vasiltsov Market & Competitive Intelligence Analyst (junior)
