Loxa

What Loxa does

Loxa is a UK-based embedded insurtech founded in 2023 and headquartered in London, operating as a full-stack Managing General Agent (MGA) directly authorised by the Financial Conduct Authority (FCA no. 1018666, granted March 2025). The company enables retailers to embed product protection at the point of purchase—both online and in-store—and serves SMB and mid-market retailers across furniture, power tools, electronics, catering appliances, and eyewear, with a current footprint of 45+ live retail partners and a stated target of 150+.

The core product is the Loxa Embedded Product Protection Platform, distributed through native apps for Shopify, WooCommerce, Magento, PrestaShop, and BigCommerce (covering an estimated 70%+ of UK ecommerce infrastructure), a flexible API for custom stacks, and an in-store/point-of-sale portal. A proprietary AI-powered product categorisation engine automatically matches SKUs to protection plans—demonstrated at scale across Toolden's 9,000+ SKU catalogue—removing manual configuration. Operational components include a conversion-optimised checkout widget, end-to-end claims management (90%+ approval, 48-hour resolution), and a partner programme (Loxa Partner Collective) comprising 25+ agencies including MageCloud and Foundation Commerce. The technology team is led by Co-Founder & CTO Richard Smith alongside founding engineers.

Loxa operates a transaction-based revenue model, earning a marketing/referral fee on every protection policy sold through its retail network, with retailers receiving a share of premium as incentive. Distribution is partner-led: agencies and tech platforms refer and integrate Loxa for their retailer clients, earning ongoing commission (up to three years per policy) and integration fees. The company has raised approximately £4.39 million across two seed rounds (£1.69M in May 2025 led by founder Jamie Hamer, and £2.7M in March 2026 led by Lazaroo-Hood Group), with stated use of funds directed at EU expansion and scaling the retail partner network.

Name

Loxa

Legal name

Loxa Ltd

Website

https://loxacover.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Loxa is an FCA-authorised UK embedded insurtech and full-stack MGA that enables retailers to offer product protection at checkout via native ecommerce platform integrations and an AI-powered categorisation engine. It serves 45+ SMB and mid-market retailers across the UK with plans for EU expansion.

Ownership category

akta.pro rank

Product category

Embedded Insurance Platform

NAICS

Insurance Carriers and Related Activities (524), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industries

Insurance Program Administration & MGA/MGU Services (FSAEADAK), Embedded Insurance Distribution & Premium Financing (FSAGALAF)

Keywords

• Embedded insurance platform
• Product protection insurance
• Managing general agent
• Checkout protection plans
• Retail warranty distribution

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Marketing/Referral Fees from Policy Sales: Loxa earns a marketing fee (commission) on every protection policy sold through its retail partner network. Retailers earn a share of the premium, with Loxa taking a portion as an insurance intermediary.
2. Partner Commission: Loxa's partner program pays ongoing commission to referring partners (agencies, tech platforms) for every retailer that goes live and sells policies. Commission is paid for up to three years per policy sold.
3. Integration Services: Partners such as agencies on Magento, BigCommerce, PrestaShop, and WooCommerce install and configure Loxa for their clients and bill them directly. In some cases Loxa covers the integration cost instead.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Loxa is an FCA-authorised full-stack Managing General Agent that enables retailers to offer product protection insurance embedded at the point of purchase, online and in-store. The platform integrates natively with major ecommerce platforms, uses an AI categorisation engine to auto-match products to protection plans, and manages the full policy lifecycle including bespoke scheme design, policy administration and end-to-end claims handling.

Product overview

Loxa is an FCA-authorised embedded insurtech providing a full-stack MGA platform for embedded product protection. The core offering is the Loxa Embedded Product Protection Platform, which integrates natively with Shopify, WooCommerce, Magento, PrestaShop, and BigCommerce via native apps, plus a flexible API for custom setups. An AI-powered product categorisation engine automatically matches products to protection plans. The platform includes the Loxa In-Store Portal for offline retail, the Loxa Protection Widget (conversion-optimised checkout UI), and end-to-end claims management. Loxa also operates the Loxa Partner Collective, a partner programme for agencies and tech providers to refer retailers and earn commission. The Loxa Retailer Portal enables partners and retailers to manage policies, track commission, and access analytics.

Differentiator

Problem solved

Functional benefit

Products and services

• Loxa Embedded Product Protection Platform An FCA-authorised embedded insurance platform that enables retailers to offer product protection at the point of purchase, online or in-store. Integrates natively with Shopify, WooCommerce, Magento, PrestaShop and BigCommerce, uses an AI-powered product categorisation engine to auto-match products to protection plans, and manages the full policy lifecycle from scheme design to claims. Designed for SMB and mid-market UK and EU retailers selling furniture, power tools, electronics, catering equipment, eyewear and bedding.
• Loxa In-Store Portal Point-of-sale integration portal that brings the same seamless product protection experience to offline and in-store retail environments. Allows showroom staff and telesales agents to offer protection as part of the regular checkout flow, enabling omnichannel retailers to deliver consistent protection coverage online and in-store.

Quantifiable outcome

• 80% reduction in returns for partner Maker & Son
• +10 more outcomes

Named customers11 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• UKGIcoreImplementation/ SI/ Consulting Partner · 1 March 2025Compliance consultancy providing expert support to Loxa throughout the FCA direct authorisation application process, ensuring a smooth and successful outcome completed in under 6 months.
• MageCloudcoreChannel Partner/ Reseller/ DistributoreCommerce agency that refers and integrates Loxa for Shopify and Magento clients. CEO Paul Ryazanov named Partner of the Quarter. Referred retailers including theITBAY and FridgeFreezerDirect.
• Foundation CommercecoreChannel Partner/ Reseller/ DistributorMagento agency that refers and integrates Loxa for clients. Founder Ryan Copeland named Partner of the Quarter. Referred retailers including Power Tool World and Peter Tyson.
• PricemasterminorChannel Partner/ Reseller/ DistributorAI-powered pricing platform and retailer. CEO Reid Archer named Partner of the Quarter. Referred ECatering as a retailer to Loxa.
• CorefinityminorChannel Partner/ Reseller/ DistributorPartner agency in the Loxa Partner Collective program.
• LionsorbetminorChannel Partner/ Reseller/ DistributorPartner agency in the Loxa Partner Collective program.
• ComerixminorChannel Partner/ Reseller/ DistributorPartner agency in the Loxa Partner Collective program.
• Simul DigitalminorChannel Partner/ Reseller/ DistributorPartner agency in the Loxa Partner Collective program.
• MazingminorChannel Partner/ Reseller/ DistributorPartner agency in the Loxa Partner Collective program.
• SmartRoutesminorChannel Partner/ Reseller/ DistributorPartner agency in the Loxa Partner Collective program.
• BlinkminorChannel Partner/ Reseller/ DistributorPartner agency in the Loxa Partner Collective program.
• E-Commerce CampminorGTM or Marketing PartnerLoxa co-hosted a dinner event with E-Commerce Camp at the January Furniture Show 2025 on scaling furniture businesses online.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mulberry: Embedded extended-warranty and product-protection platform offering API-driven integrations for ecommerce merchants. Directly comparable to Loxa in distribution model (API/integrations with retailers) and product focus (extended warranties).
• Cover Genius: Global embedded insurance platform operating across retail, ecommerce, and travel. Highly comparable to Loxa in product category (embedded product protection), target merchant base, and MGA-style distribution model. Loxa's new MD, Erjon Skora, was previously at Cover Genius EMEA, underscoring direct competitive overlap.
• Extend: US-based product protection platform that lets merchants offer extended warranties and shipping insurance at checkout via ecommerce app integrations. Directly comparable to Loxa in distribution model (native ecommerce platform apps), target customers (mid-market retailers), and product-protection focus.
• Bolttech: Singapore-headquartered embedded insurance specialist serving retailers and device manufacturers worldwide. Comparable to Loxa in offering product protection distribution via digital channels and operating across multiple geographies, including Europe.

Emerging players

• Clyde: Product protection and shipping insurance platform for DTC brands, focused on North American ecommerce merchants. Comparable to Loxa in offering merchant-embedded extended warranties via platform integrations, though geographically focused on the US.
• Pier: Insurance infrastructure platform enabling brands to embed customised coverage into their checkout flows. Comparable to Loxa in offering API-based embedded insurance distribution for merchants, though broader across multiple lines beyond product protection.
• Sure (Trov): Insurance platform-as-a-service enabling partners to launch and distribute digital insurance products, including embedded cover. Comparable to Loxa in offering embedded insurance distribution infrastructure for partners, though operating more as an enabler than a direct merchant-facing product.
• Akko: Device protection provider offering extended warranties and accidental damage cover at checkout, primarily for consumer electronics and small appliances. Comparable to Loxa in product category (retail product protection) and distribution (merchant-embedded).

Others

• Innovative Risk Labs: UK-based insurance consultancy that previously incubated Loxa as its principal under FCA rules. Comparable as a UK insurance partner/advisor relevant to Loxa's regulatory and operational development, though not a direct commercial competitor.

Broad incumbents

• SquareTrade (Allstate): Established product-protection provider owned by Allstate, offering extended warranties and protection plans at retail and online checkout. Overlaps with Loxa's offering but operates at significantly larger scale across more retail partners and product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/loxa-cover

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds3 records

Investors4 records

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

M&A

Investments

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

Frequently asked questions about Loxa