As consumers increasingly turn to AI platforms to research products and make decisions, Boleron is positioning itself as the licensed infrastructure connecting European insurers with AI-driven insurance distribution. CEO Alexander Tsvetkov explains how the company is moving beyond comparison websites towards an AI channel where a conversation can become a compliant quote and a completed insurance purchase.
Consumers are already asking platforms such as ChatGPT, Claude and Gemini which insurance policies they should buy. Insurers have the products and pricing, while AI platforms have the users. What has been missing, according to Boleron, is the regulated, machine-readable layer connecting the two.
“Insurance is becoming a conversation, and we are the licensed infrastructure inside it,” Tsvetkov said.
Boleron began more than 20 years ago as a software company focused on digitising insurance distribution, initially building technology to help insurers and distributors bring their products online. That experience has given the company a long-term view of how insurance distribution has evolved from traditional channels to digital platforms.
“We started as a software company with the idea of putting insurance in our region into digital form. This has been working, especially in the UK, for more than 20 years,” Tsvetkov said.
As its role in the insurance value chain developed, Boleron moved beyond providing technology and became an insurance broker.
“We moved a step forward and got a licence as an insurance broker. So, rather than just being a comparison website that redirects customers to insurers, we wanted to make the whole workflow more user-friendly for customers,” Tsvetkov said.
The company subsequently expanded its distribution network through partnerships with telecoms, with two of Bulgaria’s three major telecoms using Boleron’s software to offer insurance to their customers.
“We are doing not only the software and administrative parts, but also the communication with customers — everything,” Tsvetkov said.
This combination of technology, insurance distribution and regulatory infrastructure has since become the foundation for Boleron’s move into AI-driven insurance distribution.
From comparison to conversation
AI became a central focus of Boleron’s growth around two years ago, as the company considered what insurance distribution could look like when consumers no longer needed to navigate websites and comparison platforms to find the right policy.
Boleron had already begun experimenting with the technology. “We created one chatbot based on OpenAI two years ago,” Tsvetkov said.
Boleron subsequently became the first broker in Europe approved by OpenAI and integrated into GPT, according to Tsvetkov.
The company now sees an opportunity to address a wider problem facing insurers. Consumers can increasingly use AI platforms to search for insurance, but insurers still need a way to make their products and existing infrastructure accessible through those platforms.
“We noticed that it will be very difficult for insurers that have spent decades building their websites with services and products to integrate with AI platforms,” Tsvetkov said.
Boleron’s experience working with telecoms has given it a model for how it could approach the relationship between insurers and AI platforms.
“We have 15 insurers integrated through our process. The telecoms will never do it by themselves,” Tsvetkov said.
“We decided that we can rebuild the whole bridge between insurance and, not telecoms this time, but AI platforms,” he said.
Boleron is not building another insurance chatbot. It is building the common data and distribution infrastructure that allows insurers to participate in AI commerce.
Through a single integration with Boleron, insurers can make products discoverable, quotable and purchasable inside AI platforms without building their own AI-native infrastructure or individual integrations with each platform. The insurer retains its existing tariff and underwriting, while Boleron provides the intermediary licence and handles the requirements associated with the AI distribution channel.
The distinction is central to the company’s proposition: a licensed transaction rather than a lead.
The infrastructure is already live, with Boleron’s AI-enabled insurance distribution capabilities now being used in the market. Boleron has an approved insurance purchase flow in ChatGPT and a live MCP connector for Claude, while it is waiting for Gemini to open access. Real policies are already being priced through AI conversations across travel, motor third-party liability, casco and property.
The data layer behind the transaction
Turning an AI conversation into a transaction requires more than an integration with an AI platform. The system also needs reliable, current and structured information about the insurance products it is discussing.
That is particularly challenging when much of the underlying insurance information remains contained in documents and PDFs, making it difficult to structure and keep data up to date. The challenge is further complicated in Europe, where coverage, exclusions, pricing and regulatory requirements can vary significantly between markets.
Boleron is addressing this through boleron.eu, a public, source-linked structured layer of insurance data covering European markets. The platform is designed to give AI systems access to structured insurance information from regulated sources, rather than relying on potentially outdated information from the open web.
Tsvetkov has likened the platform to a “Wikipedia for insurance”. “The idea is to solve one of the biggest problems for AI platforms, which is providing access to accurate and current information,” Tsvetkov said.
Making AI distribution accessible to insurers
Boleron’s proposition also focuses on reducing the technology burden for insurers entering the new channel. Rather than requiring each carrier to build its own AI-native stack or undertake a lengthy integration programme for each platform, the company is building a process through which insurers can upload their documents and product types and begin onboarding through Boleron.
The aim is to make AI distribution another integration rather than another multi-year technology transformation. “They don’t need to hire an IT company for a two-year project. If they integrate with us, they can be on ChatGPT,” Tsvetkov said.
Boleron does not expect this to replace traditional insurance distribution overnight. Tsvetkov believes existing channels and AI-led distribution will operate alongside one another as consumer behaviour evolves.
“It will work in parallel for at least five years, I believe. It will not change overnight,” he said.
For now, Boleron is focused on building the infrastructure needed for that transition rather than predicting how quickly consumer behaviour will change.
Building the next insurance channel
Boleron is now expanding its AI channel across European markets, market by market, and opening the platform to additional carrier partners. Alongside its existing work with ChatGPT and Claude, the company is also working towards further AI platform integrations.
The ambition is to make the process straightforward for insurers: one integration with Boleron, product by product and market by market, to make their insurance products available within AI conversations.
The scale of the change is reflected in Boleron’s strategy. “Our study here is that things are going to be more interesting. We are pivoting the whole business in this direction,” he said.
The comparison website changed how consumers discovered insurance online. Boleron believes AI could change the next stage of that journey by bringing discovery, product information, quoting and purchasing into the same conversation.
For a company that began by digitising insurance distribution, the move into AI represents another evolution of the same underlying model: connecting insurers with consumers through the technology environment where those consumers are increasingly choosing to interact.
The difference is that the next insurance channel may not look like a website at all. It may be a conversation, with Boleron aiming to provide the licensed infrastructure that turns that conversation into a regulated insurance transaction.
Boleron was recently named in this year’s InsurTech100, which identifies the companies leading tech companies in the insurance sector. The full InsurTech100, including profiles on each company, can be found here.
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