In an age where convenience is king, the insurance industry is shedding its clunky, paper-bound past for a sleeker, more intuitive future. Embedded insurance – coverage seamlessly woven into the purchase of products or services – is evolving into what experts call Embedded Insurance 2.0, a model so frictionless it’s almost invisible. By integrating policies into digital platforms like creator economies, vertical SaaS, and peer-to-peer services, insurers are meeting customers exactly where they are. This shift promises to democratise access, streamline claims, and redefine trust in an industry long plagued by complexity. However, those looking to leverage these advancements must navigate the delicate balance of automation, consent, and global scalability.
To unpack this seismic shift, FinTech Global’s Harry Slade sits down with two luminaries from Air Doctor, a platform connecting travellers with global healthcare: Adam Feiler, SVP of Global Sales, and Efrat Marmur, VP of Marketing.
Their insights reveal how embedded insurance can transform customer experiences, the partnerships driving its rise, and the technological and ethical challenges that lie ahead.
Sectors ripe for disruption
Embedded insurance thrives where digital ecosystems and consumer needs converge. The global embedded insurance market, valued at $136.79bn in 2024, is projected to reach $210.90bn by 2025, with a compound annual growth rate (CAGR) of 35.14%, according to Mordor Intelligence’s 2024: Embedded Insurance Market report.
Feiler sees fertile ground in sectors defined by mobility and digital work. “We’re seeing major growth opportunities where mobility, healthcare, and digital work intersect. Creator platforms, online travel agencies, coworking ecosystems, even wellness apps. They’re all ideal environments for embedded insurance. These audiences aren’t thinking about coverage until they need it. That’s why embedded solutions, bundled with trusted services, are gaining ground fast.”
The creator economy, valued at $250bn in 2024, according to Statista, is a prime example, with platforms like YouTube and Patreon serving millions of freelancers who often lack traditional insurance.
Vertical SaaS platforms, tailored for industries like hospitality or healthcare, are also hotspots, as are peer-to-peer services like Turo, which partners with Liberty Mutual to embed coverage into car-sharing. These sectors share a common thread: users value seamlessness, and embedded insurance delivers it at the point of need.
Automating trust
The concept of Embedded Insurance 2.0 hinges on automation, but speed cannot come at the cost of trust.
Marmur emphasises the need for a human touch within this digital framework. “Automation only works if users feel seen and supported. That means real-time, multi-lingual communication, clear explanations of claim status, and access to human help if needed. For example, if a traveler falls ill abroad, platforms like Air Doctor can connect them with a local, trusted physician, within minutes, while the backend automates policy validation. That kind of seamless experience turns automation into reassurance, not risk.”
This balance is critical, as a 2023 study by Bain Capital illustrates, with 80% of younger consumers preferring insurance integrated into digital platforms
Air Doctor’s model, linking users to over 20,000 vetted doctors across 84 countries, shows how automation and care can coexist, ensuring claims are both swift and empathetic.
Partnerships as the engine of growth
The rise of embedded insurance is fuelled by partnerships that blend platforms, insurers, and service providers into cohesive ecosystems.
Feiler envisions a collaborative future: “The future lies in multilateral collaboration: platforms, insurers, and service providers working in sync. Take travel, for instance: an insurer might partner with a platform and embed health access from day one. With Air Doctor’s global care network integrated into that journey, the user isn’t just insured, they’re empowered. These partnerships go beyond distribution; they build lifetime value through service.”
Balancing convenience with consent
Embedded insurance’s strength—its near-invisibility—can also be its Achilles’ heel. If coverage is too seamless, customers risk overlooking what they’ve signed up for.
Marmur stresses the importance of transparency, remarking, “The line between frictionless and faceless is thin. Customers shouldn’t be blindsided by embedded terms they didn’t fully grasp. Smart design helps with contextual prompts, one-click opt-ins, and bite-sized policy summaries all improve understanding. With sensitive products like health or travel coverage, especially, clarity earns trust.”
Insurers must ensure opt-ins are informed, not buried in fine print, to maintain trust in an era of heightened data scrutiny.
The technological backbone
Scaling Embedded Insurance 2.0 globally demands robust technology. The vertical SaaS market, projected to grow from $315.68bn in 2025 to $1,131.52bn by 2032, underscores the role of APIs in enabling seamless integrations.
Feiler highlights their importance: “They’re the foundation of Embedded Insurance 2.0. APIs allow real-time eligibility checks, smart contracts can automate claims, and open standards enable insurers and partners to scale without reinventing integrations for every geography. For a solution like Air Doctor, which already supports multiple insurers across dozens of countries, these technical building blocks make collaboration scalable and reliable.”
Smart contracts, powered by digital assets, further streamline claims by automating payouts when predefined conditions are met. APIs integrate coverage into booking platforms like, ensuring Embedded Insurance 2.0 is not just convenient but globally viable.
An eye to the future
Embedded Insurance 2.0 is a reimagining of how protection fits into modern life. By embedding coverage into creator platforms, SaaS ecosystems, and peer-to-peer services, insurers can reach new audiences while enhancing trust through automation and partnerships. Success in this endeavour depends on balancing convenience with clarity, and innovation with ethics.
The path forward is clear: make insurance not just accessible, but invisible, until the moment it’s needed most.
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