In an era characterized by technological innovation, digital transformation, and a focus on customer-centricity, the insurance industry has undergone significant evolution. One of the latest trends that is shaping this industry is the emergence of embedded insurance—embedding insurance products into the customer’s journey, making it relevant at the point of interaction or even invisible.

This report explores the dynamics of embedded insurance and its potential impact across various industries and lines of business, providing a comprehensive understanding of the drivers behind its adoption and the opportunities and challenges it presents for the key participants of this business model.

Embedded insurance is shifting how insurance products and services are distributed, with Celent recognizing three different models: Invisible, In-App, and In-Platform. From customer demand and value proposition to strategic partnerships, regulatory environment, technological advancements, and risk management, various drivers play a crucial role in shaping the landscape of embedded insurance.