Gen, a global embedded marketplace platform, has acquired Trellis, a technology-driven insurance shopping platform, to integrate its AI-powered capabilities into Engine by Gen.
The acquisition aims to simplify insurance selection and enhance personalised recommendations for consumers.
Trellis’ Savvy platform uses machine learning, real-time marketplace bidding, and conversational AI to provide precise matching between consumers and insurance providers.
Engine by Gen delivers recommendations across credit, savings, and other financial products within partner apps and websites. The integration expands Engine’s insurance offerings, enabling more transparent and individualized guidance.
“Trellis represents a natural expansion of the personal products we can offer through Gen’s embedded financial marketplace, Engine,” said Travis Witteveen, General Manager, Trust-Based Solutions, Gen. “Engine delivers real-time, personalized recommendations across credit, savings, and other financial products. By integrating Trellis’ AI-powered matching and automation capabilities, we’re significantly enhancing the depth and intelligence of our insurance offerings, delivering more precise, individualized recommendations and greater value to both our partners and consumers alike.”
“As AI plays an expanding role in the digital insurance shopping experience, consumers increasingly expect personalization, speed, and recommendations they can trust,” said Daniel Demetri, Founder, Trellis. “Joining Gen enables us to scale and accelerate our AI-driven insurance marketplace technology within Engine, Gen’s embedded financial services ecosystem, leveraging hundreds of millions of inquiries a year.”
The acquisition is part of Gen’s strategy to develop Engine into a comprehensive embedded marketplace for financial wellness, including credit, loans, savings, and insurance products delivered directly within customer journeys. The transaction is immaterial to Gen’s financials, and terms were not disclosed.
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