Willis, a WTW business, has partnered with Qover, a European embedded insurance orchestration platform, to expand its GB Affinity technology ecosystem and deliver faster, scalable insurance programmes at the point of sale.
The collaboration is designed specifically for embedded and affinity insurance, enabling businesses to integrate coverage directly into customer journeys across sectors including financial institutions, retail, automotive, and membership organisations, according to FF News.
The partnership will support sustainable, innovative, and client-focused insurance offerings.
Anthony Borgman, Head of Affinity, GB, Willis, 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 client’s brands operating in a wide range of industry verticals. It’s an important step in our journey, and there’s more to come on this in the year ahead.”
Qover provides APIs, real-time dashboards, and AI-enhanced claims handling, while Willis contributes market access, insurance design expertise, and local execution, including capabilities such as Radar, its pricing and analytics technology. Together, the companies aim to give UK businesses smarter, more sustainable insurance options.
Quentin Colmant, CEO and Co-Founder, Qover, said, “Insurance experiences must be seamless, contextual and simple. We’re excited to support Willis’ GB Affinity ambitions as they continue to build the next generation of partner solutions.”
The partnership builds on Qover’s presence in 30+ European markets and reinforces Willis’s ongoing investment in scalable, efficient, and sustainable embedded insurance capabilities.
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