Willis, part of WTW, has partnered with Qover, a company specialising in embedded insurance orchestration, to develop its GB Affinity technology platform.

The collaboration aims to meet demand from UK businesses for integrated insurance solutions that can be offered at the point of sale (POS).

The joint service will enable organisations in sectors such as finance, retail, automotive and membership groups to incorporate insurance products directly into customer purchasing processes.

Willis GB Affinity head Anthony Borgman said: “Strengthening our ecosystem is a core part of how we continue to meet the evolving needs of our GB Affinity clients and deliver agile distribution capability.

“Partnering with Qover enhances the connected infrastructure behind our propositions – giving us greater flexibility, improved speed to market and more ways to support clients’ brands operating in a wide range of industry verticals. It is an important step in our journey, and there is more to come on this in the year ahead.”

Qover provides technical tools such as application programming interfaces, dashboards and AI-based claims management, with Willis offering expertise in insurance product design and implementation through its local resources.

The partnership is intended to allow businesses to introduce bespoke insurance programmes with greater speed and flexibility than traditional methods.

Qover co-founder and CEO Quentin Colmant said: “Insurance experiences must be seamless, contextual and simple.

“We are excited to support Willis’ GB Affinity ambitions as they continue to build the next generation of partner solutions.”

Qover’s system currently supports millions of users across more than 30 European countries. 

Last year, the company worked with BMW and MINI to introduce a digital motor insurance platform in Ireland.