Insurance broker Willis, a WTW business, has entered into a strategic partnership with Qover, a European leader in embedded insurance orchestration, to further expand its GB Affinity technology ecosystem.
As part of the collaboration, Willis and Qover will provide a product-agnostic solution designed to help businesses launch tailored insurance programmes quickly and at scale, while supporting sustainability, innovation, and evolving client needs.
The partnership is designed for the embedded and affinity space, enabling companies to integrate insurance directly into customer journeys across sectors such as financial institutions, retail, automotive, and membership organisations.
Qover brings expertise in embedded insurance orchestration, with APIs, real-time dashboards, and AI-enhanced claims handling, while Willis provides market access, insurance design capabilities, and local execution through its advanced tools, including Radar, its pricing and analytics technology. Together, the companies aim to help UK businesses deliver more flexible insurance options that evolve alongside customer expectations.
Backed by millions of users across more than 30 European markets, Qover’s platform adds further depth to GB Affinity’s evolving ecosystem, reinforcing Willis’ investment in scalable, efficient, and sustainable capabilities.
Anthony Borgman, Head of Affinity, GB at Willis, commented, “Strengthening our ecosystem is a core part of how we continue to meet the evolving needs of our GB Affinity clients and deliver agile distribution capability. Partnering with Qover enhances the connected infrastructure behind our propositions – giving us greater flexibility, improved speed to market, and more ways to support clients’ brands operating in a wide range of industry verticals. It’s an important step in our journey, and there’s more to come on this in the year ahead.”
“Insurance experiences must be seamless, contextual and simple,” said Quentin Colmant, CEO and Co-Founder at Qover. “We’re excited to support Willis’ GB Affinity ambitions as they continue to build the next generation of partner solutions.”
