Technology companies have been looking at ways to embed insurance directly intocustomer journeys—to give just-right add-on coverages that align with customer needs and what they’re purchasing. Multiple industries understand how embedding protection improves customer lifetime value.
• In consumer retail, Amazon is a prime example—pardon the pun—of a global e-commerce leader that has been distributing warranties in the U.S. and Europe for 15 years. Lately, the behemoth has morphed its warranty approach into a specialization model with vetted partners, most of whom are traditional insurers. Its recently announced InsurTech partnership with Next Insurance on small commercial insurance gives an inkling of how Amazon might approach its expected forays into health.