Aviva Insurance Ireland, the Irish arm of UK-based insurer Aviva, has partnered with insureMO to introduce location-based embedded insurance, automatically activating accident, illness and travel protection according to where customers are. The launch marks a step in Aviva’s plans to expand its embedded insurance offering across Europe.
The proposition has gone live in Norway through distribution partner Kvikk Forsikring AS. Customers receive everyday protection while in Norway, with travel cover activated automatically when they cross the border. The model removes the need for customers to contact their insurer, manually activate their policy or manage separate insurance products for different destinations.
The partnership combines Aviva’s insurance expertise with insureMO’s technology infrastructure to make cover more responsive to customers’ circumstances. By connecting protection to location, the companies aim to simplify access to insurance and reduce the administrative burden associated with purchasing and maintaining multiple policies.
For Aviva, the launch supports a wider strategy to embed insurance into existing services and customer journeys. This approach allows the insurer to offer protection through partner platforms at the point where customers may need it, while creating opportunities to introduce products and establish distribution relationships in additional European markets.
The model is also intended to simplify operations for distribution partners, brokers and service teams. By integrating insurance into existing customer experiences, the proposition could reduce administrative work and make claims processes more straightforward.
The technology behind the launch is designed to support further expansion without requiring extensive changes to Aviva’s core systems. Using insureMO’s platform, the insurer can introduce additional embedded products, onboard distribution partners and enter new markets more quickly. The companies said the initial implementation was completed within a tight timeframe.
insureMO supplied the technology stack for the project, covering product configuration, pricing, policy administration, claims and customer service, working alongside its applications partner MSG Global.
The company operates a global insurance middle office platform built around application programming interfaces (APIs), data and artificial intelligence (AI). Its infrastructure includes more than 2,500 atomic APIs across the insurance lifecycle and connects over 8,700 distribution channels and technology partners. insureMO supports more than 500 insurers, distributors and ecosystem partners across over 50 countries, with clients processing more than $25bn in gross written premium across over 17,500 configured products.
Aviva serves customers in the UK, Ireland and Canada and has investments in India and China. In Ireland, the company provides general and life insurance, wealth and retirement products to almost 950,000 customers.
Aviva Insurance Ireland head of accident & health Claire Ryan 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.”
insureMO chief revenue officer Rajat Sharma 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.”
Copyright © 2026 FinTech Global
