Aviva and insureMO Partner to Launch Embedded Insurance Solutions Across Europe

Aviva Insurance Ireland DAC and insureMO have launched a partnership to deploy embedded insurance across Aviva’s European operations, starting with a live implementation in Norway. For carriers and brokers, this move signals a shift toward automated, context-aware protection that removes the friction of manual policy activation, potentially reducing administrative overhead while increasing customer retention.

What was announced

The partnership focuses on a new embedded insurance proposition designed to eliminate the need for customers to manually buy, activate, or manage multiple policies. By integrating insurance directly into partner services, Aviva aims to deliver protection at the point of need. The first live implementation is currently operational in Norway through the distribution partner Kvikk Forsikring AS. This launch supports Aviva's broader strategy to expand embedded solutions across Europe and make insurance easier for customers to access.

Under this specific arrangement, Kvikk customers receive automatic travel cover while within Norway, which transitions into international travel insurance the moment they travel abroad. This automation removes the requirement for customers to notify the insurer of their travel plans or manage separate policies for different geographic locations. The technology behind this is insureMO’s digital insurance platform, which handles the end-to-end lifecycle of the product. This includes product configuration, rating, policy administration, and claims management. The implementation was supported by MSG Global, acting as insureMO’s applications partner.

By using a middle-office layer, the carrier can launch new products and connect with distribution partners without requiring extensive modifications to its legacy core systems. This approach is intended to simplify administration and claims handling for partners and brokers while providing a scalable foundation for future innovation in the accident and health sectors. The solution reduces complexity by automatically adjusting cover to suit the customer's activities in the background.

"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."

Claire Ryan, Head of Accident & Health at Aviva Insurance Ireland DAC

The companies involved

insureMO operates as a global provider of insurance middle-office platforms, designed to act as a digital infrastructure layer between an insurer’s legacy core systems and modern distribution channels. The company is a subsidiary of Ebaotech, a major player in the global insurance software market. insureMO’s platform is built to handle high-volume, high-frequency transactions, which are typical of embedded insurance models where policies are often bundled with other services or triggered by specific customer behaviors.

Aviva Insurance Ireland DAC is a key component of the Aviva group’s European footprint. While the parent group is a household name in the UK and Ireland, this specific partnership highlights the DAC’s role in driving digital transformation and alternative distribution strategies across the continent. By focusing on the accident and health segment for this rollout, the company is targeting a high-growth area where customer friction—such as forgetting to buy travel insurance before a trip—is a common pain point. The collaboration with Kvikk Forsikring AS in Norway serves as the proof of concept for this scalable model, which Aviva intends to replicate in other European markets to modernize its distribution and customer engagement.

What FF News has reported before

FF News has tracked insureMO’s rapid expansion across various global markets and insurance segments. Most recently, the publication covered how Protec General Insurance Partners with insureMO to Build AI-Native Core for Indian Market, highlighting the platform's role in greenfield insurance projects. In the distribution space, we reported on how insureMO and Gallagher Launch API-Led Digital Insurance Distribution Platform in the Philippines, showcasing its utility for global brokers.

The platform’s technical maturity was further recognized when insureMO and Union Assurance Win 2026 Celent Model Insurer Award for Digital Transformation. Additionally, its expansion into specialized US markets was noted in the report on how InsureMO and Appian Unite to Deliver Enterprise-Grade Underwriting Innovation for US E&S Specialty Insurance. These stories collectively demonstrate insureMO's strategy of positioning itself as a universal middleware for both incumbent carriers and new entrants.

What this means from an insurtech perspective

This partnership underscores a critical trend in the industry: the decoupling of innovation from legacy core systems. For established carriers like Aviva, the middle-office approach allows for the rapid deployment of embedded products without the multi-year risk of a full core-system overhaul. This puts significant pressure on incumbent vendors who provide rigid, all-in-one suites. From an underwriting perspective, the move toward automated, context-triggered cover shifts the focus from static risk assessment to dynamic, real-time pricing. Brokers and MGAs who rely on manual policy placement may find themselves sidelined unless they integrate into these automated ecosystems, where the insurance product becomes an invisible feature of the primary service.