Aviva and insureMO launch embedded insurance platform across Europe

Aviva Insurance Ireland DAC and insurance technology provider insureMO have announced a new partnership aimed at making insurance more accessible through embedded products that activate automatically when customers need them.

The collaboration combines Aviva's underwriting expertise with insureMO's digital insurance platform to create a system that delivers accident, illness and travel cover without customers needing to purchase or manage multiple policies.

The first implementation is already live in Norway through distribution partner Kvikk Forsikring AS, where customers receive day-to-day travel cover domestically, with overseas travel insurance automatically activating when they leave the country.

Under the new model, customers do not need to notify their insurer, activate policies or switch between different types of cover depending on where they are travelling.

The launch forms part of Aviva's wider strategy to expand embedded insurance solutions across Europe by integrating protection products directly into partner services and customer journeys.

The companies say the approach simplifies insurance for customers while reducing administration for partners, brokers and customer service teams.

Claire Ryan, head of accident and health at Aviva Insurance Ireland DAC, said: "At Aviva, we're focused on making insurance simpler, more relevant and easier for customers to access. This proposition represents an important step forward in how protection is delivered, providing accident, illness and travel cover seamlessly through trusted partner relationships.

"By removing unnecessary complexity and ensuring customers have the right protection when they need it, we're creating a more intuitive insurance experience while creating a scalable foundation for future embedded insurance solutions across Europe."

The platform has been designed to support future growth, enabling Aviva to introduce new insurance products, build partnerships more quickly and expand into new markets without significant changes to its existing systems.

Rajat Sharma, chief revenue officer of insureMO, added: "The insurance industry is increasingly moving toward embedded, ecosystem-driven experiences. Aviva's vision shows how insurers can improve customer experiences while modernising at speed.

"By decoupling innovation from core systems, insurers can launch new business models faster, scale partnerships efficiently and build future-ready digital insurance ecosystems."

The solution was delivered within a short implementation timeframe and includes capabilities covering product configuration, policy administration, claims management and customer servicing. insureMO worked alongside applications partner MSG Global on the project.

The companies said the launch represents an important milestone in Aviva's embedded insurance strategy and provides a foundation for expanding the proposition into additional products, partnerships and European markets.