What's next for embedded insurance

On 8 April 2025, our founder and CEO Jan Speelman joined industry leaders at Insurtech Amsterdam, hosted by Houthoff, for a session on embedded insurance: navigating challenges and seizing opportunities. The event brought together insurers, technologists, legal experts and innovators to discuss what's next for embedded insurance in Europe.

Jan shared Fidamy's view on where embedded insurance is heading: not only as a distribution model, but as a reason to rethink the entire insurance experience.

Five takeaways from the panel

Jan addressed five questions that are shaping the future of embedded insurance.

1. Scaling embedded partnerships

Success starts with clarity of purpose. For distribution partners, the goal might be revenue, a higher NPS or better retention. For insurers, it is about growth, faster innovation or international expansion.

Above all, it starts with the customer. Offering speed, flexibility and relevance means choosing a partner that takes away complexity and is in it for the long term. Execution is hard, and success takes commitment, alignment and shared ambition on both sides.

2. Embedding cyber cover for SMEs

Cyber insurance needs to become intuitive and relevant to the digital tools SMEs use every day: contextual, seamless and backed by good education and design. More in Why cyber protection should be built in.

3. Regulation and trust

Regulation will be a long-term differentiator. In a fragmented landscape, transparency bridges the gap. A level playing field, through aligned EU rules or openness on topics such as commissions, builds trust and helps the best solutions win.

4. Future-ready technology

Success will depend on adaptable platforms built for modularity, speed and compliance. Jan stressed the need for infrastructure that evolves with customer journeys and distribution models, not rigid legacy systems.

5. Avoiding commoditisation

The product is only one part of the equation. The proposition matters more: claims handling, customer service and support after the sale are all part of the insurance experience. Innovating there creates differentiation, loyalty and real value. See how we approach claims and repairs.

A community pushing boundaries

The line-up included Sjaak Schouteren (Marsh McLennan), Tony Dingemanse (RISK), Berry van Wijk (Houthoff), Yang Fung and Gijs Hamelijnck (Houthoff), with moderation by Guido van Nispen (Insiber.com). Each brought a different lens: legal, regulatory, technical or strategic.

Thanks to Houthoff and the Insurtech Amsterdam community for bringing together such an energetic group. It was a clear reminder that the Dutch ecosystem is not only growing, but leading the way.

Let's continue the conversation

At Fidamy, we are building the infrastructure that lets insurance move at the speed of digital life. Whether you are a bank, an MGA or a digital brand exploring embedded insurance, we would like to hear from you.