UNIQA Insurance Group entered a strategic partnership with bsurance, an Austrian insurtech company that develops embedded insurance solutions for businesses, to launch an embedded insurance platform in Austria.
The collaboration focuses on integrating insurance products directly into digital platforms, including e-commerce sites, retail systems, and travel booking services.
The platform allows insurance to appear at the point of transaction, where customers already make purchase decisions. This includes scenarios such as buying electronics, booking travel, or completing online shopping journeys.
bsurance operates as a B2B2C platform connecting insurance providers with digital companies. Its technology integrates through APIs, allowing partners in sectors such as retail, mobility, or fintech to embed insurance offers seamlessly into their online sales or subscription flows. The system automates pricing, underwriting, and claims management.
The approach removes the need for separate insurance searches and aligns coverage with immediate customer intent.
Peter Humer said the partnership enables insurance offers to appear exactly where customers need them during transactions. He noted that UNIQA evaluated nine providers before selecting bsurance, with the platform’s technology standing out during the process.
The decision supports efforts to improve the customer journey while strengthening UNIQA’s position in digital innovation.
Founded in 2017 and based in Vienna, it enables companies to integrate tailored insurance products directly into their digital customer journeys. The platform partners with insurers and distribution partners to create frictionless, data-driven coverage offerings.
Emmanuel Chéret said combining UNIQA’s understanding of local customer needs with bsurance’s digital infrastructure supports more relevant insurance offerings. He added that embedding products into everyday transactions creates a simpler way for customers to access protection without disrupting the purchase process.
The platform supports a range of products, including device protection, travel insurance, and extended warranties.
These products appear during checkout flows, allowing customers to add coverage at the moment of need without additional steps.
According to Beinsure analysts, embedded insurance continues gaining traction as insurers shift toward distribution models built around customer behaviour rather than standalone sales channels. Integrating insurance into existing digital ecosystems increases visibility and improves conversion rates.
The initial rollout focuses on the Austrian market, where both companies plan to expand the range of embedded products across multiple sectors.
UNIQA positions this move as part of a broader strategy centered on customer-focused digital services and simplified insurance access.
The partnership reflects a wider shift across the insurance sector, where technology platforms enable insurers to integrate coverage into everyday transactions while maintaining control over underwriting and product design.
The company collaborates with established insurers like Allianz and AXA, as well as non-insurance brands seeking to add coverage options to their offerings. Partnerships have included use cases in travel protection, event insurance, and device coverage, showing its flexibility across industries.
bsurance earns revenue through partnerships and shared commissions on embedded insurance sales. It positions itself as part of the growing embedded finance ecosystem, emphasizing transparency and simplicity in traditionally complex insurance processes.
