Uinsure Strengthens Leadership Team to Accelerate Embedded Insurance Growth

Uinsure has expanded its senior leadership team across technology, distribution, and finance to manage a surge in gross written premium and a growing roster of tier-one bank partnerships. For insurance carriers and brokers, this move signals a pivot toward high-scale embedded distribution models where AI-driven integration is becoming the primary competitive differentiator.

What was announced

The firm has appointed three new directors to its senior team following a period of record revenue. Jess Jubb joins as Director of Bank, Building Society and Affinity Partnerships, bringing experience in multi-product insurance partnerships from her time at Intact (formerly RSA). Jan Marais has been named Director of Technology Delivery and Innovation, a role focused on scaling the firm’s use of artificial intelligence; Marais arrives with a background of over 100 AI implementations. Completing the trio is Andy Plowman, appointed as Director of Strategic Finance and FP&A, who previously held senior finance positions at Atlanta Group and Co-op.

These appointments follow the arrival of Tom Doyle, who joined as Chief Trading Officer in October. The expanded team is tasked with accelerating Uinsure’s embedded insurance strategy, which allows banks and building societies to integrate insurance products directly into their existing customer journeys. The company currently manages partnerships with major UK lenders, including NatWest Group and Virgin Money, and expects to announce further large-scale partnerships in the coming months. This growth is supported by the Uinsure AI Lab, launched earlier this year, which aims to refine how advisers serve customers and how consumers search for coverage. The firm expects gross written premium to continue its upward trajectory through the current financial year.

"I often talk about suits, trainers and cool tools, because a modern technology business needs all three, and these appointments add to each of them. Jess and Andy bring the commercial and financial leadership that keeps our growth disciplined, while Jan strengthens both our technology and our use of AI, helping our people go further and faster."

Martin Schultheiss, Group Managing Director at Uinsure

The companies involved

Uinsure is a UK-based insurance technology firm that specialises in home insurance and general insurance (GI) distribution. The company operates as a bridge between the mortgage industry and the insurance market, providing a technology platform that enables mortgage intermediaries, banks, and building societies to offer insurance products to their clients with minimal friction. By focusing on the "60-second" quote-and-buy journey, Uinsure has positioned itself as a key enabler for lenders looking to digitise their ancillary product offerings.

The company has established a significant footprint in the UK financial services sector, moving beyond traditional intermediary channels to secure exclusive and preferred provider status with some of the country’s largest financial institutions. Its business model relies on deep integration with lender systems and a panel of leading UK insurers, providing the capacity and underwriting discipline required to service high-volume bank portfolios. Uinsure remains an independent entity within the insurtech space, focusing on the modernisation of legacy distribution through its proprietary technology stack.

What FF News has reported before

FF News has closely tracked Uinsure’s expansion into the banking and building society sectors. In October, we reported that Uinsure Appoints Tom Doyle as Chief Trading Officer to Drive Insurer Partnerships and Growth, a move designed to strengthen its relationships with capacity providers. Earlier in the year, the firm demonstrated the speed of its technology when NatWest and Uinsure Launch 60-Second Home Insurance and New Digital Tracker, marking a major milestone in embedded banking journeys.

The company’s dominance in the intermediary space was further cemented when Uinsure Secures Exclusive Mortgage Intermediary Partnership with Lloyds Bank General Insurance. Additionally, FF News covered the firm’s impact on mutuals, noting how Yorkshire Building Society Members Save £3 Million via Commission-Free Insurance Model, highlighting Uinsure's ability to adapt its commercial structures for different partner needs.

What this means from an insurtech perspective

This leadership expansion highlights a critical shift: the "embedded insurance" trend is moving from a buzzword to a high-volume reality for UK carriers. By hiring specialists in AI and strategic finance, Uinsure is addressing the two biggest hurdles in bank-led distribution—maintaining underwriting discipline at scale and ensuring the technology can handle complex, real-time data integrations. Traditional brokers and MGAs are under increasing pressure as banks like NatWest and Lloyds tighten their grip on the insurance point-of-sale during the mortgage process. For incumbent technology vendors, the challenge is now to match the speed of the "60-second" journey, or risk being sidelined as lenders opt for agile, API-first platforms that prioritise customer ease over legacy system compatibility.