On April 8th, our founder and CEO, Jan Speelman joined industry leaders at Insurtech Amsterdam: Embedded Insurance – Navigating Challenges and Seizing Opportunities, hosted by Houthoff. The event brought together a vibrant community of insurers, technologists, legal experts, and innovators to explore what’s next for embedded insurance in Europe.

Jan joined the stage to share Fidamy’s perspective on where embedded insurance is heading—not just as a distribution model, but as a catalyst for rethinking the entire insurance experience.

"Why embed insurance? Is it about earning commissions, enhancing customer loyalty, or improving customer experiences? Maybe it's all of these, but clarity is essential."

Key Takeaways from the Panel

During the discussion, Jan addressed five pivotal questions shaping the future of embedded insurance. Here’s a snapshot of the insights he shared:

1. Scaling Embedded Partnerships

Success starts with clarity of purpose. For distribution partners, the objective might be driving revenue, boosting NPS, or increasing customer retention. For insurers, it's about unlocking growth, accelerating innovation, or expanding internationally.

But above all—it starts with the customer. Offering speed, flexibility, and relevance means choosing a partner that simplifies complexity and is built for the long game. Execution is hard. Success demands commitment, alignment, and shared ambition across both partners.

2. Embedding Cyber Protection for SMEs

Cyber insurance must become intuitive and relevant to everyday SME digital workflows—contextual, seamless, and supported by strong education and design.

3. Regulation and Trust

Regulation will be a long-term differentiator. In a fragmented landscape, transparency can bridge the gap. A level playing field—whether through aligned EU regulation or openness around topics like commissions—builds trust and helps the best solutions thrive.

4. Future-Ready Tech

Looking ahead, success will rely on adaptable platforms that support modularity, speed, and compliance. Jan emphasized the need for infrastructure that evolves with changing customer journeys and distribution models—not rigid legacy systems.

5. Avoiding Commoditization

Product is just one part of the equation. The proposition matters more: claims handling, customer service, and embedded post-sale support are all part of the insurance experience. Innovating here creates differentiation, loyalty, and real value.

A Community Pushing Boundaries

The event featured a stellar lineup of experts and panelists including Sjaak Schouteren (Marsh McLennan), Tony Dingemanse (RISK), Berry van Wijk (Houthoff), Yang Fung, and Gijs Hamelijnck (Houthoff), with sharp moderation by Guido van Nispen (Insiber.com). Each brought a unique lens to the discussion—whether legal, regulatory, technical, or strategic.

Special thanks to Houthoff and the entire Insurtech Amsterdam community for bringing together such an energised group. It was a powerful reminder that the Dutch ecosystem is not only growing—but leading the way.

Let’s continue the conversation! At Fidamy, we’re building the infrastructure that enables insurance to move at the speed of digital life. Whether you’re a bank, an MGA, or a digital brand exploring embedded risk solutions—we’d love to connect.