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A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Embedded insurance is coverage offered as part of another company’s purchase or service journey—for example, when a retailer, automaker or telecommunications provider presents protection alongside its own product. Revenue can go to the partner or an insurance intermediary through commissions and fees; the insurer that carries the policy’s risk earns underwriting returns. Who gets paid, and how much, depends on the parties’ roles, contracts, results and applicable regulation.
What embedded insurance means
Embedded insurance integrates an insurance offer into a business partner’s customer journey. Munich Re describes it as a business-to-business-to-consumer (B2B2C) arrangement: a business such as an original equipment manufacturer (OEM), retailer or telecommunications company offers protection in connection with its own product or service, while an insurer or intermediary supplies the insurance.
For a customer, the main appeal is convenience and relevance: the offer appears where the product or service is being bought or used. That does not guarantee that the coverage is suitable, comprehensive or better than alternatives. Customers still need to check what is insured, exclusions, limits, price and cancellation terms.
A digital connection can automate parts of the process, but it does not make distribution costless. Munich Re identifies partner tenders, ongoing technology work, reliability and compliance as continuing demands for providers building and scaling these arrangements.
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#1 Best Overall
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How the money flows
The customer pays a premium for insurance coverage. That premium is not the same thing as a platform’s commission, an intermediary’s fee or an insurer’s profit. A simplified flow is:
- The customer pays the premium. The policy’s terms determine the coverage purchased and the amount due.
- Contractual compensation is allocated. Depending on the arrangement, an insurer or intermediary may pay a distribution partner or MGA a commission or service fee. The specific contract determines who receives it and how it is calculated.
- The risk-bearing insurer accounts for claims and risk. Its underwriting result depends on the risk it accepts, including claims and other costs—not simply on the total premium collected.
A company that distributes a policy may earn compensation without bearing the insured risk. Conversely, an insurer that also performs intermediary or MGA functions may receive distribution compensation as well as underwriting returns, while assuming additional operational responsibilities.
Who may earn revenue?
| Participant | Possible revenue | What determines it |
|---|---|---|
| Retailer, platform or other distribution partner | A commission or other remuneration for insurance distribution | The partner’s role, applicable rules and its agreement with the insurer or intermediary. EIOPA discusses an EU example in which a third party is paid by an intermediary based on policies sold and premiums; this is an example, not a universal formula. |
| Managing general agent (MGA) or insurance agency | Policy commissions and, where contracted, fees for services such as claims processing; some agreements include performance-linked compensation or other charges | The entity’s functions and the terms agreed with carriers. Hippo’s 2021 SEC filing lists agency and MGA commissions, contingent commission adjustments tied to underwriting performance, ceding commissions, carrier fronting fees, claims-processing fees and policy fees. Those are possible contract components, not automatic payments to every MGA. |
| Risk-carrying insurer | Underwriting returns on the risk it accepts; it may also earn distribution commissions if it performs MGA functions | Its underwriting results, the risk and capital it takes on, and whether it also performs distribution or administration functions. |
These categories should not be added together as though they were all profit. A commission is compensation for a distribution or service role; underwriting return is linked to insurance risk. Gross premium is the amount paid for coverage, not the amount any one participant necessarily keeps.
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Two operating models—and who takes the risk
BCG describes two broad arrangements. Their key difference is whether the carrier outsources MGA functions or combines those functions with its risk-bearing role.
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|---|---|---|
| Customer and platform relationship | The business partner and MGA may handle customer-facing distribution and the platform relationship, according to their arrangement. | The carrier has more direct control over distribution and related functions, depending on its setup. |
| Underwriting and risk | The insurer focuses on underwriting and risk assessment and carries the insurance risk; the MGA does not become the risk carrier merely by distributing the policy. | The insurer carries the risk and also takes on MGA work; it needs the capacity to manage both sides of the operation. |
| Potential revenue | The MGA may earn a commission on each sale, while the insurer’s return comes from underwriting risk. | The carrier may earn commissions on product sales as well as underwriting returns. |
| Responsibilities and trade-offs | Functions are divided between carrier and MGA. The parties must coordinate distribution, technology, servicing and compliance responsibilities. | More control and potential revenue sources come with more responsibility for risk management, claims and compliance. |
The names used in a contract do not, by themselves, establish which party bears risk or performs a regulated activity. The actual functions and agreements matter.
Why commission rates and margins vary
There is no universal embedded-insurance commission rate or profit margin established by these examples. Compensation can depend on what the partner or MGA actually does, how the agreement defines its payment, and whether some compensation changes with performance. Profit is a further question: costs, claims, operating expenses and other obligations affect what a participant retains.
Rank #3
Hagerty’s 2024 annual report, filed in 2025, provides one company- and contract-specific illustration. Under its Markel alliance agreement, Hagerty’s MGA subsidiaries earned a base commission of approximately 37%; the agreement also included a contingent underwriting commission ranging from -5% to +5% of written premium. These terms describe that alliance, not a typical market rate.
The same report says MGA commission and fee revenue accounted for 35% of Hagerty’s total revenue in 2024, compared with 37% in 2023 and 39% in 2022. Those are Hagerty company-level historical figures, not a measure of the embedded-insurance sector or of an individual policy’s profitability.
Does offering insurance at checkout make a platform an insurance distributor?
Not necessarily—and a checkout screen does not settle the legal question. In its EU Insurance Distribution Directive Q&A 2260, submitted on 3 March 2021, the European Insurance and Occupational Pensions Authority (EIOPA) states: “The regulatory framework for insurance distribution activities does not ultimately depend on the business model used for conducting those activities (e.g. via websites, platforms, walk-in shops, mobile applications, online or face-to-face activities) as the IDD is technologically-neutral.”
EIOPA says competent authorities should assess the facts case by case. Relevant factors include how the offer is branded and perceived by customers; whether the provider participates in demands-and-needs or disclosure steps; whether it collects or transfers premiums; whether it completes or administers contracts; and whether it receives a commission or other remuneration. EIOPA also flags potential consumer detriment and notes that stricter national requirements may apply.
This is an EU-specific interpretation of the Insurance Distribution Directive, not a global licensing rule. The legal status of a particular arrangement depends on the jurisdiction, product and activities performed. A business should not assume it can sell or advise on a policy simply because the offer is embedded in an app or checkout.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What customers should check before accepting an offer
Convenient placement does not replace a coverage review. Before buying, read the policy documents and check:
Best Value
- What events, items or services are covered, and who is eligible.
- Exclusions, deductibles, coverage limits and any waiting periods.
- The total premium and whether it is recurring or a one-time payment.
- How to make a claim, who handles it and what documentation is required.
- How cancellation works and whether any refund is available.
- Whether comparable coverage is already included with the product, another policy or a payment benefit.
The party presenting the offer may not be the insurer that pays covered claims. Identify the insurer and read the policy rather than relying only on a short checkout summary.
What embedded insurance revenue does—and does not—tell you
An embedded offer creates a distribution opportunity by placing insurance alongside a related product or service. The partner or MGA may receive commissions or fees; the insurer earns underwriting returns for carrying risk; and a carrier that performs both roles may have both kinds of revenue. None of those payments is guaranteed for every participant, and revenue figures alone do not show profit, customer value or whether a particular policy is a good fit.
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