Open

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.

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

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

• Embedded insurance platform
• Insurance technology software
• AI insurance agents
• White-label insurance products
• Insurance infrastructure APIs

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. Add-on Product Commission: Open receives commission from suppliers of add-on products purchased alongside insurance policies.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core 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

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and flagship.

• Starling BankcoreChannel Partner/ Reseller/ Distributor · 1 January 2025Huddle 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 AustraliaflagshipStrategic or Co-development Partner · 9 December 2024Open 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-SUREcoreOthers · 11 March 2024Open 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 / InsurancePointcoreStrategic or Co-development Partner · 1 January 2024loans.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 PluscoreChannel Partner/ Reseller/ DistributorTelstra 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.
• ahmcoreChannel Partner/ Reseller/ Distributorahm (Australian health insurer) offers embedded insurance products through Open's platform, providing its customers with access to general insurance products alongside their health cover.
• PlenticoreChannel Partner/ Reseller/ DistributorPlenti offers embedded insurance products powered by Open to its lending customers, integrating insurance into the financing customer journey.
• On by EnergyAustraliacoreChannel Partner/ Reseller/ DistributorOn by EnergyAustralia (EnergyAustralia brand) offers embedded insurance products powered by Open to its energy and services customer base.
• Hollard Insurance (Australia)coreOthersHollard 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)coreOthersTower 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 AvioscoreOthersWanda 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

Direct 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

• LinkedInlinkedin.com/company/be-open

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Open