Japanese electronics giant Sony has partnered with global InsurTech bolttech to launch My Sony Care+, an embedded protection programme designed to provide customers with extended and more comprehensive coverage for their devices.
The programme is supported by Tokio Marine, adding an established insurance partner to the offering and reinforcing the reliability of the protection model.
My Sony Care+ builds on Sony’s existing My Sony Care extended warranty service, expanding the scope of protection to include complimentary accidental and liquid damage (ADLD) cover.
The initiative reflects a broader shift towards embedded insurance, integrating protection directly into the customer purchase journey rather than treating it as a separate, optional add-on.
The programme will initially launch in Hong Kong, where Sony customers will be able to access My Sony Care+ for cameras and lenses from mid-December. Further expansion is planned for 2026, when coverage will be extended to additional Sony product categories, including Xperia smartphones, televisions, portable music players, and over-ear headphones.
Customers will be able to purchase My Sony Care+ within 30 days of buying a new Sony device, ensuring coverage is in place from the early stages of product ownership.
Mr. Yoshimasa Hashimoto, Director of the Customer Engagement Division at Sony Hong Kong, said the initiative reflects Sony’s focus on the full lifecycle of the customer experience.
“At Sony, our customers’ experience extends long after the moment they purchase our products. With My Sony Care+, we are taking an important step toward giving our customers even greater confidence in the devices they rely on daily,” he said.
“By expanding our protection offering with the support of bolttech, we are ensuring that Sony users enjoy reliable, convenient and comprehensive aftersales care for years to come.”
From bolttech’s perspective, the partnership highlights the growing role of embedded protection in consumer electronics and retail ecosystems.
Alister Musgrave, Regional General Manager for Hong Kong, Taiwan and Japan at bolttech, said the collaboration combines Sony’s product expertise with bolttech’s embedded insurance capabilities.
“My Sony Care+ brings together Sony’s exceptional product quality with bolttech’s market-leading embedded protection capabilities. This collaboration demonstrates our shared commitment to delivering innovative, customer-centric protection solutions,” he said.
Under the programme, customers receive extended warranty coverage of up to one or two additional years beyond the original manufacturer warranty, with unlimited repairs for mechanical and electrical failures up to the product’s recommended retail price. Where repairs are no longer economical, a one-time replacement may be provided.
The complimentary ADLD cover includes protection against accidental damage and liquid damage, with defined service limits depending on the length of the plan. Repairs are carried out through Sony Authorised Repair Centres, with on-site servicing available for eligible television and home theatre products.
The launch of My Sony Care+ underscores the increasing convergence of consumer electronics, embedded insurance, and aftersales services, as manufacturers look to deepen customer engagement while simplifying access to protection at the point of purchase.
