Category: Life Embedded Insurance

6 ways life insurers are digitally embedding their products in 2023

In an ever-changing world, the insurance industry is continuously evolving to meet the diverse and dynamic needs of consumers. One of the most significant transformations in recent years has been the rise of embedded insurance.

Life insurers are now exploring innovative ways to embed insurance products into various aspects of our lives, making them more convenient, accessible, and tailored to individual needs. In this article, we will delve into the new ways life insurers are embedding insurance products to better serve their customers.

1. Digital Wallets and Financial Apps

The digital revolution has given rise to various financial apps and digital wallets that are now incorporating insurance options. Life insurers are partnering with fintech companies to offer life insurance coverage seamlessly through these platforms.

Customers can choose and manage their policies, pay premiums, and even make claims directly from their preferred financial app. This integration not only enhances convenience but also promotes financial literacy, making it easier for individuals to protect their loved ones.

2. Personalized Health and Wellness Apps

Health and wellness apps have become an integral part of modern living. Life insurers are leveraging these apps to offer policyholders incentives for leading healthy lifestyles. Users can earn discounts on life insurance premiums by achieving health-related goals, such as hitting fitness targets, maintaining a healthy diet, or even getting regular check-ups.

This approach not only promotes well-being but also makes life insurance more engaging and relevant to individuals.

3. E-Commerce and Online Retailers

Online shopping has seen unprecedented growth, and life insurers are capitalizing on this trend by partnering with e-commerce platforms. When purchasing products or services online, customers are offered the option to add insurance coverage to their cart.

This approach is particularly beneficial for insuring valuable purchases, such as electronics, jewelry, or travel bookings. It ensures that consumers can protect their investments with a few clicks during the checkout process.

4. Subscription Services

Subscription-based businesses, from streaming services to meal kit deliveries, are on the rise. Life insurers are collaborating with these subscription providers to offer embedded insurance options.

For instance, a meal kit delivery service might offer accidental death coverage to its customers. By bundling insurance with everyday services, life insurers make protection more affordable and seamless.

5. IoT and Smart Devices

The Internet of Things (IoT) has opened new horizons for life insurers. Smart home devices, connected cars, and wearable technology can provide real-time data that insurers use to personalize coverage and assess risk accurately.

For example, auto insurers are using telematics to offer usage-based insurance, while wearable fitness trackers can adjust life insurance premiums based on a policyholder’s health and activity data.

6. Travel and Transportation

Life insurers are collaborating with travel and transportation providers to offer coverage for various aspects of a trip. Whether it’s flight insurance, rental car coverage, or travel health insurance, these policies can be seamlessly embedded into the booking process. Customers can enjoy peace of mind while traveling, knowing that they have the necessary coverage in place.


Embedded insurance is transforming the way life insurers interact with their customers. By integrating insurance products into everyday activities and services, life insurers are not only making coverage more accessible but also adapting to the changing preferences of modern consumers.

These innovative approaches empower individuals to take control of their insurance needs, ensuring that they can protect their loved ones and assets conveniently and cost-effectively. As technology continues to advance and customer expectations evolve, we can expect even more creative and user-centric embedded insurance solutions in the future.