WTW-owned insurance broker Willis has entered into a strategic partnership with Qover, the European leader in embedded insurance orchestration, to further expand its GB Affinity technology ecosystem.
As part of the collaboration, Willis and Qover will deliver product-agnostic solutions designed to help businesses launch tailored insurance programs quickly and at scale, while supporting sustainability, innovation and evolving customer needs.
The partnership is designed for the embedded and affinity space, enabling companies to integrate insurance directly into the customer journey across industries including financial institutions, retail, automotive and membership organizations.
Qover brings expertise in embedded insurance orchestration, including APIs, real-time dashboards and AI-enhanced claims processing, while Willis provides market access, insurance design capabilities and local execution through its advanced tools, including Radar, its pricing and analytics technology. Together, the two companies are committed to helping UK businesses offer more flexible insurance options that continue to evolve in line with customer expectations.
Qover’s platform is supported by millions of users in more than 30 European markets, adding further depth to GB Affinity’s growing ecosystem and reinforcing Willis’ investment in scalable, efficient and sustainable capabilities.
Anthony Borgman, head of UK Affinity at Willis, commented: “Strengthening our ecosystem is a core part of how we continue to meet the changing needs of GB Affinity customers and deliver agile distribution capabilities. Partnering with Qover enhances the connected infrastructure behind our proposition, giving us greater flexibility, faster speed to market, and more ways to support customer brands operating across a wide range of industry verticals. This is an important step in our journey, and there is much more to come” in the year ahead. “
“The insurance experience must be seamless, contextual and simple,” said Quentin Colmant, CEO and co-founder of Qover. “We’re excited to support Willis’ GB Affinity ambitions as they continue to build the next generation of partner solutions.”
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