Willis and Qover have formed a strategic partnership to expand the GB Affinity technology ecosystem and support the delivery of embedded insurance solutions across multiple industries.
The collaboration comes in response to growing demand for seamless and contextual insurance experiences delivered directly at the point of sale. By joining forces, Willis and Qover aim to provide businesses with a product-agnostic solution capable of launching tailored insurance programmes quickly and at scale. The partnership is designed to support innovation, sustainability initiatives and the evolving expectations of clients seeking more integrated insurance options within digital customer journeys.
Unlike traditional insurance distribution models, the partnership has been developed specifically for the embedded and affinity insurance market. This approach enables companies to integrate insurance products directly into customer experiences across sectors such as financial institutions, retail, automotive and membership organisations, helping businesses provide protection offerings within existing platforms and services.
Willis operates as part of WTW and specialises in insurance broking, advisory services and risk management solutions for businesses worldwide. Through its GB Affinity unit, the company works with partners to develop customised insurance programmes designed to complement existing products, brands and services. Willis also brings advanced analytics and pricing capabilities through its Radar technology platform, helping organisations design and distribute insurance solutions more efficiently.
Qover, meanwhile, focuses on embedded insurance orchestration, offering a technology platform that enables companies to integrate insurance products into digital ecosystems. Its infrastructure includes application programming interfaces (APIs), real-time dashboards and AI-enhanced claims handling capabilities designed to streamline insurance distribution and improve operational efficiency for partners.
Together, the companies aim to provide UK businesses with the tools needed to deliver flexible and scalable insurance offerings. By combining Willis’ insurance expertise and market access with Qover’s digital orchestration platform, the partnership seeks to support organisations looking to embed insurance products into customer journeys while maintaining speed to market and operational flexibility.
Qover’s platform already supports millions of users across more than 30 European markets, adding further scale and technological capability to the GB Affinity ecosystem. The partnership reflects Willis’ broader strategy to invest in scalable and sustainable insurance infrastructure that can support businesses operating in diverse industry sectors.
Willis head of affinity, GB Anthony Borgman 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 clients’ 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 CEO & co-founder Quentin Colmant 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.”
Keep up with all the latest FinTech news here
Copyright © 2026 FinTech Global
