- Where Insurance & Technology Meet

Many See Embedded Insurance As A Disruptor – Is It?

By Mark Breading, ReSource Pro

Today, ReSource Pro Insights, our research practice, announces a big milestone: the release of our 300th published research report, “Embedded Insurance: Disruptor or Distraction?” This research examines the future of embedded insurance, offering valuable insights into a concept that has recently gained significant traction across the insurance industry. From warranties to travel insurance, embedded insurance has been around for decades, but its potential impact is now being widely recognized. Read the press release here.

As part of our longstanding commitment to exploring critical topics within the insurance sector, this report joins a series of in-depth analyses covering AI, insurtech, distribution, underwriting, talent, and more. To celebrate report number 300, we are excited to offer this research free of charge (a $1,995 value), providing industry professionals with an essential perspective on the potential use of embedded insurance.

In recent years this topic has surged in popularity within the insurance industry. To put it into perspective, a Google search of the term returns approximately 233 million results.

Why is embedded insurance in the spotlight?

So, why is embedded insurance so popular now? Three factors in today’s marketplace are allowing embedded insurance to thrive.

  1. The unrelenting drive to enhance the customer experience, making it easy to consume insurance.
  2. The advancement of technology makes it possible to integrate the model more easily into products and services, as well as share the data needed to create profits.
  3. A greater desire to find new markets, new customers, and new ways to reach consumers. Some carriers are creating new and specialized products just for this model.

What is embedded insurance?

With all this noise, it’s unsurprising that there are also varying perspectives on what it means. Here at ReSource Pro, we define embedded insurance as:

Insurance purchased in conjunction with a related non-insurance product or service during the same customer experience.

Others in the industry may define it in slightly different terms.

Ultimately, it’s a distribution approach. Providers meet the customer at the point of sale and attach insurance coverage to an underlying purchase.

In a new ReSource Pro Insights research report, we explore:

  • The embedded insurance model, including activity within the industry
  • What the future holds for embedded insurance
  • Applications for both P&C personal and commercial lines

In the report, we work to address whether embedded insurance will actually disrupt the industry – or if it’s just another hot topic area. We conclude that it will fall somewhere in between, but that still leaves room for interpretation. Our report predicts the ways embedded insurance will affect over 30 different lines of business, and the kinds of adoptions and trajectories we might expect regarding industry impact.

Undoubtedly, more and more insurance will be sold through embedded insurance. The big question for the industry is how broad and fast it can go with the concept. Other important questions will be answered over time, such as implications for agents, regulations, and price. Fortunately, there are already successful companies and examples to lead the way, along with tech platforms and the growing awareness of the option.

To celebrate the publication of our 300th research report, “The Future of Embedded Insurance” is available to download free of charge. Fill out the form below to join the research community and receive your complimentary copy!

Join The Resource Pro Insights Research Community

By joining our community, you’ll receive occasional surveys on crucial P&C industry topics relevant to your organization and role. In appreciation for your perspective, you will gain complimentary access to the resulting research reports. Let’s shape the future of P&C insurance together.

About The Author

Mark Breading is known for his insights on the future of the insurance industry and innovative uses of technology. Mark consults with insurers and technology companies on forward-thinking strategies for success in the digital age. His inventive methodologies, fresh ideas, creative conceptualizations, and ability to incorporate InsurTech and transformational tech in business strategies are unparalleled. He also leads SMA’s research program, publishing 25-30 research reports per year and conducting various custom research projects for insurer and vendor clients. His thought leadership in the areas of InsurTech, transformational technologies, customer experience, and digital strategies has earned him a ranking of one of the “Top Global Influencers in InsurTech” by InsurTech News and Onalytica and a place in the ten finalists for the “Top Global IoT in Insurance Influencer Award.”

Before joining SMA in 2009, Mark spent 25 years with IBM in roles including the Global Insurance Strategist and Director of Global Financial Services Executive Conferences in addition to leadership roles in consulting and marketing. Mark co-developed IBM’s Account Based Marketing program and led the global project office to implement ABM across all industry verticals worldwide. Mark has held both technical and business roles in sales, consulting, marketing, and business strategy and has advised insurers around the world for almost 30 years.

About SMA, a ReSource Pro company

At Strategy Meets Action, our clients advance their strategic initiatives and accelerate their transformational journeys by leveraging our forward-thinking insights, deep vendor knowledge, and vast industry expertise. Strategy Meets Action is an advisory firm that works exclusively with insurers, MGAs, and vendors in the P&C market. For more information, visit

About ReSource Pro

ReSource Pro brings integrated operational solutions to insurance organizations to improve growth, profitability and insurance outcomes. Headquartered in New York, ReSource Pro’s global service centers address client operational needs around the clock. Recognized as an industry thought leader and listed as one of Inc. 5000 Fastest Growing Private Companies annually since 2009, the company is renowned for its focus on innovation, service excellence and trusted partnerships, and its unique productivity platform for insurance operations. More than 5,000 ReSource Pro employees provide dedicated support to hundreds of insurance organizations, consistently achieving a +97% client retention rate over a decade. For more information, visit

SOURCE: Strategy Meets Action (SMA)

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