AXA Partners, part of AXA Group, signed a long-term partnership with insurtech bolttech. The goal: expand embedded insurance and assistance services across the EU, UK, and Switzerland.
The deal matches AXA Partners’ B2B2C experience in motor, home, travel, credit, and lifestyle coverage with bolttech’s global tech stack, known for device protection and distribution platforms.
It’s not just product pairing – it’s about building fresh revenue streams through upsell and cross-sell channels.
The two companies want to deepen ties with carriers, MGAs, reinsurers, and distributors spanning telcos, banks, utilities, OEMs, retailers, and travel brands.
That reach should let them deliver tailored cover where customers already buy their goods or services, folding insurance into everyday transactions without extra steps.
Stephan Tan, who runs EMEA for bolttech, called it a milestone. He said the European market is seeing real momentum for embedded products at scale, and the AXA tie-up aligns complementary strengths. For him, it’s about pushing innovative insurance experiences straight to end users through trusted partners.
This agreement marks an exciting step in bolttech’s growth across Europe, where we are seeing strong momentum for embedded insurance at scale.
Stephan Tan, Chief Executive Officer for EMEA at bolttech
“With AXA Partners, we are bringing together complementary capabilities and a shared ambition to deliver more value to partners and their customers through innovative insurance experiences,” he stated.
Gunter Uytterhoeven, AXA Partners’ Chief Customer and Strategy Officer, said consumer behavior is shifting fast, and businesses are under pressure to monetize new value propositions.
Customers want insurance stitched seamlessly into their purchases – whether that’s a phone, a trip, or a retail checkout. By linking AXA’s B2B2C offerings with bolttech’s orchestration capabilities, he said, the partnership creates the broadest embedded solution set available in EU, UK, and Swiss markets.
Customer behavior is changing fast, creating new opportunities for telcos, banks, utilities, OEMs, retailers, and the travel sector to monetize new value propositions.
Gunter Uytterhoeven, Chief Customer and Strategy Officer at AXA Partners
“Customers now expect tailored insurance to be seamlessly embedded in what they buy. Together with bolttech, AXA now offers the widest range of insurance solutions for B2B2C distribution in the European Union, UK, and Switzerland markets,” he said.
He also stressed the financial angle. Combining platforms isn’t just about reach, it’s about making insurance distribution more profitable for corporate partners while keeping customers engaged with relevant protection.
For both sides, the agreement signals a serious play in the European embedded insurance race.
Positioned together, AXA Partners and bolttech aim to lock in distribution deals that reshape how protection products reach buyers, one transaction at a time.
