ING has partnered with global insurtech bolttech to expand embedded insurance across major European markets. The agreement supports the bank’s plan to place protection products directly inside its digital banking ecosystem.
The partnership has launched first in the Netherlands, Italy, Poland, and Belgium. ING expects further European expansion later in 2026 as it scales insurance access through its newly introduced global subscriptions model.
Through the collaboration, ING wants customers to access insurance products inside everyday banking journeys. The bank aims to reduce friction by removing separate third-party applications, repeated onboarding steps, and fragmented insurance purchase flows.
bolttech’s technology-enabled insurance platform will support ING in offering tailored insurance and protection products through digital banking channels. The model is built around customer context, timing, and simpler distribution rather than separate insurance journeys.
Embedded insurance places coverage inside non-insurance customer experiences at the moment protection becomes relevant.
For ING, the structure supports stronger customer engagement while giving customers easier access to insurance in a digital-first setting.
The rollout is already live in four European markets. ING expects bolttech’s platform to reduce the operational complexity normally involved in launching insurance products across several jurisdictions.
bolttech’s infrastructure supports compliance, distribution, and servicing requirements across different regulatory frameworks. That gives ING a faster route to scaling protection products across international markets without building every market separately.
Sali Salieski, global head of private individuals at ING, said the partnership fits the bank’s ambition to improve customer experiences through innovation and simpler services.
We are committed to continually evolving our customer offering and exploring new ways to deliver value to customers. Our partnership with bolttech supports this ambition and reflects our focus on innovation, simplicity and customer-led experiences across our international markets.
Sali Salieski, global head of private individuals at ING
The agreement also reflects ING’s push into subscription-based financial ecosystems. Under that model, customers manage recurring services and financial protections through one digital interface rather than separate product silos.
For customers, the partnership should make insurance access more direct inside existing banking interactions. ING and bolttech aim to offer relevant coverage options, more personalised protection products, digital-first claims experiences, and simpler servicing.
bolttech operates across more than 39 markets worldwide. The company will act as the technology backbone for ING’s embedded insurance strategy, connecting insurers and distributors while supporting scalable product delivery across regions.
Stephan Tan, chief executive officer for EMEA at bolttech, said the partnership reflects a shared commitment to changing insurance distribution.
“By combining bolttech’s global platform and insurance expertise with ING’s strong customer reach and trusted brand, we see significant opportunities to deliver innovative and customer-centric protection solutions at scale,” Tan said.
The deal shows the continued movement between banking and insurance.
Financial institutions increasingly add complementary services inside digital customer journeys, while insurers seek distribution channels with stronger data context and lower acquisition friction.
Embedded insurance is becoming an important distribution channel for banks and insurers. It allows coverage to reach customers more efficiently, improves accessibility, and supports engagement at the point where financial protection becomes relevant.
According to Beinsure analysts, ING’s partnership with bolttech points to a practical shift in bancassurance. Banks no longer need to treat insurance as a separate product tab.
They now place protection inside recurring financial relationships, where customer data, timing, and digital servicing improve conversion and retention.
