Open
Open is an embedded insurance technology platform providing APIs, white-label infrastructure, and proprietary AI (OGII) to enable brands across Australia, New Zealand, and the UK to distribute car, home, travel, landlord, and purchase protection insurance.
- Company typePrivate
- Founded2016
- HeadquartersSydney, Australia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingSoftware
What Open does
Open is an embedded insurance technology platform founded in 2016 and headquartered in Sydney, Australia, operating across Australia, New Zealand, and the United Kingdom through separately licensed entities (Open Insurance Technologies Pty Ltd, Open Insurance Pty Ltd, Open Insurance Services UK Limited, Open Insurance Limited). The company provides the technology, underwriting infrastructure, and regulatory authorisations that enable brands to embed car, home, travel, landlord, and purchase protection insurance products into their digital ecosystems via APIs, SDKs, and white-label deployments, while also operating direct-to-consumer insurance under the Huddle brand and additional UK trading names (Wanda by Avios, SO-SURE, InsurancePoint). Embedded distribution partners include Bupa Australia, Telstra Plus, ahm, Plenti, loans.com.au, EnergyAustralia, and Starling Bank; underwriting partners are Hollard Insurance in Australia and Tower Limited in New Zealand.
Open's product architecture is organised into three pillars: Open Embedded (insurance products for partner distribution), Open Agentic (AI-powered sales and service agents), and Open Intel (customer and marketing intelligence). In 2024 the company launched Open General Insurance Intelligence (OGII), a proprietary model trained specifically for general insurance trading, and Insurance Companion, a conversational AI agent built on OGII and designed to operate safely within regulatory boundaries in partner digital channels. Supporting infrastructure includes OpenPolicy, OpenBroker, OpenCX, Instant Claims, and an API/SDK platform (Open Platform) enabling partners to integrate quote, buy, manage, claim, and renew lifecycles.
Revenue is generated through multiple transaction-based streams: insurance intermediary commissions on premiums collected on behalf of authorised underwriters, explicit arrangement and administration fees (for example £10 per UK Home Contents policy, £5 per UK Tech Cover/Mobile Phone policy, £1–£36 for travel depending on cover level), claims administration fees passed from insurers, and commissions on add-on products. The go-to-market is hybrid: embedded/white-label B2B partnerships with brands in financial services, telecommunications, energy, healthcare, and lending; direct-to-consumer distribution through Huddle in Australia, New Zealand, and the UK; and aggregator and broker channels (Compare the Market, iSelect, Finder, Mozo, OpenBroker). Backed by Airtree Ventures, Movac, Hollard Insurance, Latitude, Seven West Media, Five V, and Alium Capital, Open is a privately held, certified B Corporation.
Open firmographics
Firmographics- Name
- Open
- Legal name
- Open Insurance Technologies Pty Ltd
- Website
- https://beopen.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Open is an embedded insurance technology platform providing APIs, white-label infrastructure, and proprietary AI (OGII) to enable brands across Australia, New Zealand, and the UK to distribute car, home, travel, landlord, and purchase protection insurance.
- Ownership category
- akta.pro rank
Open industry classification
Industry- Product category
- Embedded Insurance Technology
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
- akta.pro secondary industries
- Embedded Travel Insurance Distribution & APIs (THALALAA), Underwriting, Pricing & Policy Administration (PAS) for Travel Insurance (THALALAK)
Keywords
Where Open is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Open business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Insurance Premium Revenue (Intermediary): Open acts as an insurance intermediary, arranging and administering insurance policies on behalf of authorised insurers. Premiums are collected on behalf of insurers and held as agent. Open receives commission from insurers (a percentage of premium) and may receive bonuses tied to portfolio profitability.
- Arrangement and Administration Fees: Open charges fees for arranging new and renewing insurance covers, and for changes to policies. UK fees include £10 for Home Contents, £5 for Tech Cover/Mobile Phone, £1-£36 for Travel Insurance depending on level of cover. These fees are non-refundable except cooling-off period.
- Claims Administration Fees: Where Open is responsible for administering claims, it receives a fee from the insurer to cover the costs of dealing with claims. This fee may be passed in whole or in part to claims partners.
- Add-on Product Commission: Open receives commission from suppliers of add-on products purchased alongside insurance policies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Per transaction | Home Contents Insurance arrangement fee in the UK |
| Transaction based/ take rate | Per transaction | Tech Cover including Mobile Phone Insurance arrangement fee in the UK |
| Transaction based/ take rate | Per transaction | Single Trip Travel Insurance arrangement fee in the UK |
| Transaction based/ take rate | Annual | Annual Multi-Trip Travel Insurance arrangement fee in the UK (excluding Wanda Plus) |
| Transaction based/ take rate | Annual | Wanda Plus Annual Multi-Trip Travel Insurance arrangement fee in the UK |
| Transaction based/ take rate | Per transaction | Policy change fee in the UK |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
Open product offering
Product offeringCore offering
Open provides the technology, underwriting, and infrastructure for brands to embed insurance products (car, home, travel, landlord, and purchase protection) into their digital ecosystems via APIs and SDKs. It complements this with AI agents (Insurance Companion) powered by its proprietary general insurance model (OGII) and with a direct-to-consumer insurance business under the Huddle brand in Australia, New Zealand, and the UK. Open also operates as an authorised insurance intermediary, handling quote-to-claim administration for partners and consumers.
Product overview
Open is an embedded insurance platform offering a three-part product architecture: Open Embedded (embedded insurance products for car, home, travel, landlord, and purchase protection), Open Agentic (AI agents powered by OGII for sales and customer experience), and Open Intel (customer and marketing intelligence). Key AI products include Insurance Companion and Open General Insurance Intelligence (OGII). Consumer-facing brands include Huddle (car, home, travel insurance), SO-SURE (mobile and contents in UK), and Wanda by Avios. Platform features include Instant Claims, OpenPolicy, OpenBroker, and OpenCX. Open also provides an API platform (Open Platform) with APIs, SDKs, app keys, and access tokens for partner integration.
Differentiator
Problem solved
Functional benefit
Brands
- Open Embedded: Embedded insurance products including car, home, travel, landlord, and purchase protection
- Open Agentic
- Open Intel
- Open General Insurance Intelligence (OGII)
- Insurance Companion
- AI Compliance Risk Index
- OpenPolicy
- OpenBroker
- OpenCX
- Instant Claims
Products and services
- Open Embedded Embedded insurance platform offering car, home, travel, landlord, and purchase protection products that brands can integrate into their own digital experiences. Open provides the technology, underwriting, and regulatory infrastructure while partners retain the customer relationship.
- Open Agentic AI agent solutions that drive insurance sales and customer experience. Includes Insurance Companion, a conversational AI agent that answers complex product and policy questions in real time while remaining within regulatory boundaries.
- Open Intel Customer and marketing intelligence platform that grows insurance programs with data and AI automations, helping partners engage customers in more relevant ways and improve conversion and retention.
- Insurance Companion Conversational AI agent for insurers and intermediaries that helps customers understand cover, compare policies, and make confident decisions within regulatory boundaries. Provides clear, accurate answers to complex product and policy questions in real time and is powered by OGII with a compliance safety harness.
- OpenBroker Platform that allows insurance brokers and advisors to access Open's range of products and insurers and provide world-class service to clients, with broker-specific PDS documents and terms.
- OpenCX End-to-end online white-label experience across the quote, buy, manage, claim, and renew lifecycle that partners can deploy with minimal integration effort.
- Huddle (consumer insurance brand) Open's direct-to-consumer insurance brand offering car, home, travel, mobile phone, and contents insurance directly to consumers in Australia, New Zealand, and the UK. Huddle has served 110,000+ Australian customers and holds a 4.5-star Trustpilot rating.
- Wanda by Avios UK trading name of Open offering travel insurance products including Single Trip, Annual Multi-Trip, and Wanda Plus tiers, sold under the Wanda by Avios brand.
- SO-SURE UK digital insurance brand acquired by Open in March 2024, providing mobile protection and contents insurance products with a focus on transparency, fairness, and simplicity since its founding in 2016.
Quantifiable outcome
- 77% of customer interactions are completed online, unassisted, including purchasing, amending policies, and making claims.
- +4 more outcomes
Companies that use Open
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles2 records
Open technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature5 records
Open partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and flagship.
- Starling BankcoreHuddle mobile phone insurance is available through the Starling Bank Marketplace. Starling customers can purchase and manage hassle-free mobile phone insurance within the Starling app and link their Huddle policy to their Starling account for convenient management. This is part of Open's UK market expansion strategy.
- Bupa AustraliaflagshipOpen transformed Bupa's general insurance offerings through an embedded insurance partnership. Open is Bupa's largest portfolio partner in general insurance. This partnership was highlighted in Open's Pause Awards 2024 'Collab' win, recognising the seamless integration and commercial success of the collaboration.
- SO-SUREcoreOpen acquired SO-SURE, a UK-based InsurTech, on March 11, 2024. SO-SURE has been redefining insurance in the UK since 2016, providing digital insurance solutions focused on transparency, fairness, and simplicity. The acquisition strengthens Open's UK presence and provides mobile and contents insurance products. SO-SURE is now integrated as one of Open's UK trading names.
- loans.com.au / InsurancePointcoreloans.com.au's car loan customers can purchase comprehensive car insurance through InsurancePoint as part of the online car loan application process. Open powers the insurance offer end-to-end from quote to claim with Hollard Insurance as underwriter. Certificates of insurance are automatically sent to the loans.com.au system, creating a seamless embedded insurance experience for car finance applicants.
- Telstra PluscoreTelstra Plus offers embedded insurance products powered by Open to its large Australian customer base. This is one of Open's key brand partnerships for embedded insurance distribution in Australia.
- ahmcoreahm (Australian health insurer) offers embedded insurance products through Open's platform, providing its customers with access to general insurance products alongside their health cover.
- PlenticorePlenti offers embedded insurance products powered by Open to its lending customers, integrating insurance into the financing customer journey.
- On by EnergyAustraliacoreOn by EnergyAustralia (EnergyAustralia brand) offers embedded insurance products powered by Open to its energy and services customer base.
- Hollard Insurance (Australia)coreHollard Insurance Company Pty Ltd (ABN 78 090 584 473, AFSL 241436) is the underwriter for Open's insurance products in Australia. Open acts as Hollard's agent in arranging and administering insurance policies. Hollard is also listed as an investor in Open.
- Tower Limited (New Zealand)coreTower Limited (NZ Company Number 143050) is the underwriter for Open's insurance products in New Zealand. New Zealand policies are issued on behalf of Tower.
- Wanda by AvioscoreWanda by Avios is a trading name under which Open provides services in the UK. Wanda offers travel insurance products including Annual Multi-Trip Travel Insurance (Wanda Plus and standard tiers).
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Open competitors and assessment
Company assessmentDirect peers
- Qover:
- Cover Genius: Australia-founded embedded insurance platform powering insurance distribution for global brands across multiple product lines and geographies. Closest direct comparable to Open given shared embedded-insurance infrastructure thesis, multi-jurisdictional operations, and B2B brand-partner GTM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Open social profiles
Digital presenceOpen compliance and trust
Trust signalCompliance4 records
Open financial estimates
Financial estimateRevenue estimate
Valuation estimate
Open leadership team
Management profileNumber of profiles
Profiles3 records
Open subsidiaries and ownership
Company hierarchySubsidiaries1 record
Open funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Open M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Open
What does Open do?
Open provides the technology, underwriting, and infrastructure for brands to embed insurance products (car, home, travel, landlord, and purchase protection) into their digital ecosystems via APIs and SDKs. It complements this with AI agents (Insurance Companion) powered by its proprietary general insurance model (OGII) and with a direct-to-consumer insurance business under the Huddle brand in Australia, New Zealand, and the UK. Open also operates as an authorised insurance intermediary, handling quote-to-claim administration for partners and consumers.
Is Open a public or private company?
Open is a private company. It is classified as venture growth investor backed and is currently operating.
When was Open founded?
Open was founded in 2016. It employs 101 to 250 people.
Where is Open based?
Open is headquartered in Sydney, Australia, in the Oceania region.
How does Open make money?
Four revenue lines are on record. Insurance Premium Revenue (Intermediary) is the primary driver. The others are arrangement and Administration Fees, claims Administration Fees and add-on Product Commission.
Who are Open's main competitors?
Direct peers on record are Qover and Cover Genius.
Does Open have an API?
Yes. Open Platform provides APIs (application programming interfaces), SDKs (software development kits), app keys, access tokens, and developer webpages that allow partners to integrate with and use the Open Portal, Open Apps, and Open Technology. The OpenPlatform enables brands to embed insurance products into their digital experiences, with capabilities for quoting, policy administration, and claims processing. Partners and brokers can access these APIs to integrate Open's insurance infrastructure into their own systems. Developer documentation is at www.beopen.com.
What industry is Open in?
Open's product category is Embedded Insurance Technology. Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms, with a secondary code of THALALAA, Embedded Travel Insurance Distribution & APIs. Its NAICS code is 524210 and its SIC code is 6411.