Zinnia, an Eldridge Industries-backed life and annuity InsurTech platform, has launched headless annuity order entry capabilities, allowing carriers, banks, broker-dealers, and independent marketing organisations (IMOs) to build their own digital front-end experiences directly on top of Zinnia’s infrastructure.
The new offering gives partners access to a comprehensive set of APIs covering core insurance functions spanning the full journey from lead to claim, without being tied to a predefined interface. Firms can embed these capabilities into custom applications, adviser tools, or AI-driven workflows, while retaining full control over their user interface and process design.
Zinnia’s headless order entry system is built on a modular, service-based architecture that exposes key functions as discrete, composable APIs. Services currently available include lead submission, illustration and quoting, suitability processing, digital application data and product rules, document and form generation ready for e-signature, application submission, and in-force policy servicing.
The launch also reflects broader progress in open standards across the industry. Last month, the Insured Retirement Institute approved four in-force transaction APIs built on an Enterprise API framework contributed by Zinnia. These APIs are designed to support real-time, interoperable annuity servicing across carriers and distributors, moving the sector away from legacy batch-based and paper-driven systems.
Zinnia chief executive officer George Esposito said, “The future of distribution will be defined by how seamlessly insurance fits into any experience — and by the flexibility firms have to build and deliver that on their own terms.
“Some want turnkey, others want to build and control the full journey, and many are combining both. Our role is to provide the foundation that supports all of those models. AI is accelerating how they get there — the firms that will win are the ones with infrastructure flexible enough to support whatever comes next.”
Zinnia chief growth officer Ann Nanda said, “As digital and AI-driven experiences continue to evolve, carriers and distributors need infrastructure that can adapt alongside them. Firms want the ability to integrate insurance more seamlessly into the tools and workflows advisors and clients already use. These capabilities help make that possible while reducing friction and enabling more connected digital experiences.”
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