FloodFlash
FloodFlash is a London-based Lloyd's coverholder MGA underwriting parametric flood insurance powered by proprietary IoT sensors, serving businesses, municipalities, and high-net-worth properties in the UK and US that traditional markets consider uninsurable.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What FloodFlash does
FloodFlash is a London-based, FCA-authorised Managing General Agent (MGA) that underwrites parametric flood insurance backed by proprietary IoT-connected sensors. Founded in 2017 by Adam Rimmer and Dr Ian Bartholomew following their work developing parametric insurance for the New York Metropolitan Transport Authority after Hurricane Sandy, the company officially launched in 2019 and operates as a Lloyd's coverholder. Its core technology is a mobile-connected ultrasonic sensor installed on the external walls of insured properties, measuring flood depth at millimeter resolution every five minutes and transmitting data via cellular networks; when water reaches a pre-selected trigger depth, the claims process initiates automatically without document submission or loss adjuster visits. The company has monitored over 4,000 sensor flood events and paid claims across 4 major UK storms and 7 major US storms, with the fastest claim paid in 3 hours 50 minutes and typical US claims paid within two weeks.
The product portfolio centres on the core parametric flood insurance policy, with add-on modules including Flood BI (parametric business interruption coverage for payroll, rent, relocation, and operating expenses), NFIP excess layers, and a specialised golf course product offering up to $10M per course under the 2026 Gallagher partnership. Policies can include up to three trigger depths with associated payout amounts and no upper limits on payouts for large or complex risks. Underwriting capacity is sourced from Munich Re Syndicate 457 (UK and US), Hiscox Syndicate 33 (US), and NormanMax Syndicate 3939 (UK), with A.M. Best A-rated non-Lloyd's carriers accessed for limits above $10M. Premium is risk-priced using proprietary flood risk modelling and high-resolution geospatial data, supplemented by an annual sensor rental fee of $200 (US) or £100 (UK).
Distribution is primarily through insurance brokers and agents in both UK and US Excess and Surplus Lines markets, supported by direct website quote portals. Customer segments span large commercial enterprises (F500 pharma, utilities, REITs, marinas, schools, golf courses), municipalities, and SMBs (rugby clubs, restaurants, repair shops, marinas) — with a stated focus on risks traditional markets consider uninsurable. The company is targeting the $58-70 billion global flood protection gap and completed a $15 million Series A in February 2022 led by Buoyant Ventures and Munich Re Ventures. In May 2025, FloodFlash was acquired by NormanMax Insurance Holdings as part of a capability-driven M&A strategy to expand Nat Cat risk pricing capacity, and operates as a NormanMax subsidiary while maintaining the FloodFlash brand.
FloodFlash firmographics
Firmographics- Name
- FloodFlash
- Legal name
- FloodFlash Limited
- Website
- https://floodflash.co
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FloodFlash is a London-based Lloyd's coverholder MGA underwriting parametric flood insurance powered by proprietary IoT sensors, serving businesses, municipalities, and high-net-worth properties in the UK and US that traditional markets consider uninsurable.
- Ownership category
- akta.pro rank
FloodFlash industry classification
Industry- Product category
- Parametric Flood Insurance
- NAICS
- Totalizing Fluid Meter and Counting Device Manufacturing (334514)
- SIC
- Industrial Instruments For Measurement, Display, And Control (3823), Totalizing Fluid Meters & Counting Devices (3824)
- akta.pro primary industry
- Flood Insurance (FSAJACAG)
- akta.pro secondary industries
- Real-Time Monitoring & Smart Stormwater (Sensors, SCADA/IoT, RTC) (EUANAEAK), Flood & Sump Pump Monitoring/Alarm Systems (HSAHAGAB), Real-Time Leak Alarms & Event Management (Analytics Platforms, Workflows) (EUANAKAK)
Keywords
Where FloodFlash is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
FloodFlash business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Parametric Flood Insurance Premiums: FloodFlash earns premium income by underwriting parametric flood insurance policies. Policies are annual and require renewal each year. Premium is calculated based on state-of-the-art flood risk modelling and high-resolution geospatial data, influenced by property flood risk, chosen trigger depth, and payout amount. FloodFlash is a Lloyd's coverholder with capacity provided by Munich Re Syndicate 457 and Hiscox Syndicate 33 (US), and Munich Re Syndicate 457 and NormanMax Syndicate 3939 (UK).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual parametric flood insurance policy with customizable trigger depth and payout amount |
| Unit Pricing | Annual | IoT sensor rental bundled with every policy |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
FloodFlash product offering
Product offeringCore offering
FloodFlash is a parametric flood insurance MGA that writes flood coverage backed by its own proprietary IoT-connected ultrasonic sensors. Each sensor is installed on the insured property and measures flood depth at millimeter resolution every five minutes; when water reaches a pre-selected trigger depth, an automated claims payout is triggered without the need for loss adjusters or document submission. The company operates as a Lloyd's coverholder with capacity from Munich Re, Hiscox, and NormanMax syndicates and distributes through insurance brokers and agents in the UK and US.
Product overview
FloodFlash is a parametric flood insurance MGA offering a portfolio of IoT sensor-based products centered on its core parametric flood insurance platform. The flagship product combines proprietary IoT-connected sensors with parametric triggers to provide rapid-claim flood coverage. Supporting modules include Flood BI for business interruption coverage, specialized golf course coverage, and NFIP excess layers. The company operates as a Lloyd's coverholder and was acquired by NormanMax Insurance Holdings in May 2025, now operating as a NormanMax company while maintaining the FloodFlash brand.
Differentiator
Problem solved
Functional benefit
Brands
- Flood BI: A parametric business interruption insurance product that provides rapid-payment coverage for flood-related business interruption losses, including payroll, rent/mortgage/lease repayments, loan repayments, contract fulfilment, relocation costs, denial of access, and additional operating expenses.
Products and services
- FloodFlash Parametric Flood Insurance IoT sensor-based parametric flood insurance that pays claims rapidly when water reaches a pre-selected trigger depth at an insured property. Covers all naturally occurring floods including rainfall, river bursting, groundwater, and storm surge, and is sold through brokers and agents to businesses, public entities, and residential properties.
- Flood BI (Business Interruption) Parametric business interruption coverage that provides rapid injection of funds when flooding occurs. Covers payroll, rent/mortgage/lease repayments, loan repayments, contract fulfillment, relocation costs, denial of access, and additional operating expenses for affected businesses.
- Golf Course Parametric Flood Coverage
- NFIP Excess Flood Coverage
Quantifiable outcome
- Fastest claim paid in 3 hours 50 minutes; typical UK claim paid within one week
- +3 more outcomes
Companies that use FloodFlash
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles4 records
FloodFlash technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
FloodFlash partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered major and core.
- Arthur J. Gallagher & Co. (Gallagher)majorArthur J. Gallagher & Co. partnered with FloodFlash in 2026 to launch a parametric flood insurance product for golf courses. Coverage is available up to $10 million per course with customizable trigger depths, 48-hour claim approval, and 28-day settlement. Gallagher installs FloodFlash sensors around courses to measure water levels at millimeter resolution. This is a significant channel partnership extending FloodFlash into the leisure sector.
- NormanMax Insurance HoldingscoreNormanMax Insurance Holdings acquired FloodFlash Limited in May 2025 as part of its capability-driven M&A strategy to expand capacity for pricing and transferring natural catastrophe risk. NormanMax Syndicate 3939 also provides underwriting capacity at Lloyd's. NormanMax CEO Brad Meier indicated FloodFlash's IoT data adoption expertise strengthens the combined entity's Nat Cat risk capabilities.
- Lloyd's of LondoncoreFloodFlash has been a Lloyd's coverholder since launch. Lloyd's provides the underwriting platform and regulatory framework, with capacity sourced from Munich Re Syndicate 457, NormanMax Syndicate 3939, and Hiscox Syndicate 33. Lloyd's global reach and financial ratings underpin FloodFlash's ability to write catastrophe flood risk.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
FloodFlash competitors and assessment
Company assessmentDirect peers
- Neptune Flood: US-focused private flood insurance MGA providing quoted flood policies to homeowners and businesses via agents. Comparable to FloodFlash as a specialist flood insurance provider, though Neptune uses traditional indemnity rather than parametric triggers.
- Arbol: Parametric weather and climate risk platform offering index-based insurance products using environmental data. Comparable to FloodFlash as a parametric insurtech using data-driven triggers to pay claims rapidly, though Arbol is broader across weather perils rather than flood-specific.
- Kettle: Parametric reinsurance and insurance platform using AI and continuous data to price and settle risks rapidly. Comparable to FloodFlash as a data-driven parametric insurance company, though Kettle focuses on fire and other perils using satellite data.
Broad incumbents
- Munich Re: World's largest reinsurer and FloodFlash's primary capacity provider through Munich Re Syndicate 457 at Lloyd's. Comparable as a sophisticated natural catastrophe risk underwriter, though Munich Re is a broad incumbent spanning all lines of reinsurance globally.
- Hiscox: Specialist Lloyd's insurer providing US underwriting capacity for FloodFlash through Hiscox Syndicate 33. Comparable as a Lloyd's market insurer with specialty lines, though Hiscox is a broad incumbent across many classes of business.
- Lemonade: Public insurtech using AI and behavioral economics to underwrite and serve customers. Comparable to FloodFlash as a digitally-native insurance company, though Lemonade focuses on homeowners and renters rather than parametric flood.
- Hippo Insurance: Insurtech focused on modernizing homeowners insurance with smart home integration. Comparable to FloodFlash as a tech-forward insurance company pursuing better risk selection through data, though Hippo is a broader homeowners incumbent.
- Beazley: Lloyd's-based specialty insurer with significant property and catastrophe exposure. Comparable as a Lloyd's market insurer with catastrophe lines, though Beazley serves a broader specialty insurance portfolio beyond flood.
- Convex Group: Lloyd's and Bermuda-based specialty insurer founded by former ENO/PartnerRe executives. Comparable as a Lloyd's specialty insurer with reinsurance expertise, though Convex spans multiple classes beyond flood.
Emerging players
- Stabilitas: Parametric insurance platform providing real-time risk intelligence and on-demand coverage for climate, travel, and supply chain risks. Comparable to FloodFlash as a parametric insurance platform, though Stabilitas is broader across perils and earlier-stage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
FloodFlash social profiles
Digital presenceFloodFlash compliance and trust
Trust signalCompliance3 records
FloodFlash financial estimates
Financial estimateRevenue estimate
Valuation estimate
FloodFlash leadership team
Management profileNumber of profiles
Profiles11 records
FloodFlash funding detail
Funding detailFunding overview
Funding rounds5 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FloodFlash M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FloodFlash
What does FloodFlash do?
FloodFlash is a parametric flood insurance MGA that writes flood coverage backed by its own proprietary IoT-connected ultrasonic sensors. Each sensor is installed on the insured property and measures flood depth at millimeter resolution every five minutes; when water reaches a pre-selected trigger depth, an automated claims payout is triggered without the need for loss adjusters or document submission. The company operates as a Lloyd's coverholder with capacity from Munich Re, Hiscox, and NormanMax syndicates and distributes through insurance brokers and agents in the UK and US.
Is FloodFlash a public or private company?
FloodFlash is a private company. It is classified as corporate owned and is currently operating.
When was FloodFlash founded?
FloodFlash was founded in 2019. It employs 11 to 50 people.
Where is FloodFlash based?
FloodFlash is headquartered in London, United Kingdom, in the Europe region.
How does FloodFlash make money?
One revenue line is on record: parametric Flood Insurance Premiums.
Who are FloodFlash's main competitors?
Direct peers on record are Neptune Flood, Arbol and Kettle. Broad incumbents are Munich Re, Hiscox, Lemonade, Hippo Insurance, Beazley and Convex Group. Stabilitas is listed as an emerging player.
Does FloodFlash have an API?
No public API is recorded for FloodFlash.
What industry is FloodFlash in?
FloodFlash's product category is Parametric Flood Insurance. Its primary akta.pro industry code is FSAJACAG, Flood Insurance, with a secondary code of EUANAEAK, Real-Time Monitoring & Smart Stormwater (Sensors, SCADA/IoT, RTC). Its NAICS code is 334514 and its SIC code is 3823.