While insurers focus heavily on AI chatbots and automating claims processes, research shows they could be overlooking a more significant opportunity, using digital platforms to access previously inaccessible customers. New digital platforms and distribution channels now make it possible for insurers to reach customers instantly with relevant products that offer coverage tailored to specific moments or events.
The InsurTech market is projected to grow from $25.97 billion to $609.50 billion by 2034 (Precedence Research: Insurtech market size, share, and trends 2025 to 2034), representing a staggering 37.10% compound annual growth rate. In the UK specifically, the InsurTech market is expected to reach $49.51 billion in 2025 and grow at a CAGR of 8.52% to reach $74.41 billion by 2030 (Mordor Intelligence: UK InsurTech market size and share analysis). This isn't growth in traditional insurance sold slightly better. It's billions in new premium from micro-policies, embedded coverage, and on-demand insurance that were previously impossible to distribute economically. Previously, the administrative cost of selling and servicing these products exceeded the premium. Now, automation and embedded distribution have flipped the economics entirely.
However, growth isn’t evenly distributed, the market is splitting into distinct lanes each with different economics, customers, and profit models. Some segments are growing at 15%, others at 40%. The companies winning are those picking the right lane, not just accelerating. The question isn't whether to adopt Insurtech, it's which segment insurers should focus on before their competitors do.
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The protection gap
The global protection gap is projected to reach $1.86 trillion in 2025 (PWC: Protection gap could reach US$1.86tn by 2025, with Asia-Pacific region accounting for almost half of all uninsured risk). That's nearly $2 trillion in insurable risk, which remains inaccessible through conventional distribution channels. This isn't a market failure, it's a distribution inefficiency masquerading as a product problem.
The innovation needed isn't in creating better insurance products, it's ensuring customers are able to access adequate coverage precisely when they need it.
Where smart money is moving
The embedded insurance market is projected to reach $210.90 billion with a CAGR of 35.14% (FinTech Global: What is embedded insurance 2.0?), which is faster growth than the broader InsurTech market, because embedded insurance solves distribution.
When someone books a flight, rents a car, or buys a phone, they're already in a transaction mindset. Research shows that 70% of digital bank customers are interested in receiving insurance offers embedded within their banking services, compared to 44% of traditional bank customers (FinTech Global: What is embedded insurance 2.0?).
For insurers and brokers in 2026, this creates three distinct opportunities:
1. Partnership economics have flipped
Five years ago, insurers paid FinTechs to distribute their products, but now the negotiating power has shifted, with established digital platforms actively seeking insurance partners to enhance their value proposition. The UK is widely recognised as a leading InsurTech market at the forefront of innovative developments including parametric insurance, making it a prime testing ground for these partnerships.
2. Specialty lines are outpacing other areas
Specialty lines, encompassing cyber, pet, marine, and travel insurance, are forecast to expand at a 19.34% CAGR through 2030 (Mordor Intelligence: UK InsurTech market size and share analysis), signalling faster growth than traditional property and casualty. In the UK, companies like Zego (commercial vehicle insurance), Marshmallow (motor insurance for diverse communities), and ManyPets are leading the charge. These products are perfectly suited for embedded distribution because they're event-driven and purchase-specific.
3. The broker model is being reinvented, not eliminated
Contrary to popular belief, technology isn't replacing brokers, it's changing what they broker. Specialty brokers are described as "the connective tissue of the global insurance market" (Insurance Times: Briefing: Protection gap warning poses real questions for UKGI) and remain central to closing the innovation gap. The firms winning in 2026 will be those that use technology to access previously uneconomical market segments.
The AI reality check
AI and machine learning led the InsurTech technology segment in 2024 (Mordor Intelligence: UK InsurTech market size and share analysis), but not in the way most people may assume. The real value isn't in replacing underwriters, it's in making micro-decisions at scale.
AI is transforming insurance viability by enabling models like parametric coverage, which were once only theoretical, to become economically viable through automatic, data-driven payout execution. AI hasn't changed the insurance model; it's made new models economically viable.
Research shows that more InsurTech companies are looking to redefine insurance with autonomous AI agents by 2026 (FinTech Futures: Insurtech Global Strategic Business Analysis Report 2024). Focusing on enhancing systems that can assess risk, calculate premiums, and process claims for micro-policies that would have been unprofitable to administer manually.
What this means for insurers and brokers
The insurers and brokers winning in 2026 won't be those with the best AI or the most slickest apps, they'll be those who answered three questions correctly:
Where are my customers already making decisions?
Not where you wish they were shopping for insurance, but where they're actually spending time and money.
What risks become insurable at scale?
When administrative costs approach zero, products that seemed too small to matter suddenly represent billions in aggregate premium.
Who do I need to partner with to ensure business growth?
Experts predict the rate of M&A deals to increase across the insurance sector, along with increased momentum around open insurance. The winners will be those who think ahead and partner with a business who is able to introduce them to new opportunities and enable innovation.
For insurers still focusing on building better comparison websites or optimising internal processes, 2026 could be challenging. For those reimagining distribution entirely, it will be transformational.
The technology exists and the demand is proven. The real question will be whether insurers are positioned where the growth is happening, or where it used to be.
For more information on this topic, or for support with your business growth needs don’t hesitate to contact one of our recruitment or M&A consultants.
Sources
FinTech Futures: Insurtech Global Strategic Business Analysis Report 2024
Insurance Times: Briefing: Protection gap warning poses real questions for UKGI
Mordor Intelligence: UK InsurTech market size and share analysis
Precedence Research: Insurtech market size, share, and trends 2025 to 2034
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