House of Insurtech

What House of Insurtech does

House of Insurtech Limited is a UK-based insurtech company that operates an API-first digital insurance platform providing policy administration and underwriting infrastructure to insurers, MGAs, brokers, and insurance start-ups. Founded around 2018 and registered in the UK (company number 11723629), the company is led by co-founders James Downes (CEO, 20 years as a business owner and innovator) and Nigel Coppen (COO, 30+ years of specialist insurance experience, ACII-qualified), with a current team of 1-10 employees. The platform serves five primary segments: insurance start-ups and new entrants, MGAs, established insurers, brokers, and non-insurance businesses seeking embedded insurance capabilities, with operations concentrated in the UK.

The company's product suite is built around two core offerings delivered via cloud-based microservices. Insurforce is a Quote & Buy platform and full Policy Administration System (PAS) supporting mobile, web, portal, IoT, and embedded channels across Commercial and Personal Lines. Qubapi is a standalone rating and underwriting engine powered by a rules-based expert system with precompiled rules held in memory; it can run independently or sit beneath legacy PAS systems. Both products share an API-first architecture that decouples customer data collection from premium calculation, allowing clients to design custom journeys without platform-imposed constraints. The platform integrates with major UK data providers (DVLA, DVSA, MIB, Cartell, Experian, Percayso, RoadHow), aligns with OPIN Open Insurance standards, and connects to operational tools such as Salesforce, Mailchimp, Zapier, Google Analytics, and Claim Technology.

House of Insurtech generates revenue through enterprise SaaS platform licensing on multi-year contracts with quote-based pricing tied to client scope. It has expanded across multiple lines of business including Landlords Insurance (2020), Motor (2022), ATE/Adjudication Protection Insurance (2023), and Medical Malpractice (2023). Named customers include Activity Business Cover (BlueFox Insurance) for Professional Indemnity and Wilkes Management Services and C&C for ATE Insurance. The company raised a $300,000 seed round from SFC Capital in 2021 and was recognized in BusinessCloud's InsurTech 50 ranking for 2025.

Name

House of Insurtech

Legal name

House of Insurtech Limited

Website

https://houseofinsurtech.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

House of Insurtech is a UK insurtech company that provides API-first digital insurance infrastructure, including its Insurforce policy administration system and Qubapi underwriting engine, to insurers, MGAs, brokers, and insurance start-ups across multiple lines of business.

Ownership category

akta.pro rank

Product category

Insurance Technology Software

NAICS

Finance and Insurance (52), Computer Systems Design Services (541512), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB)

akta.pro secondary industries

Claims Management & Digital FNOL Platforms (FSAGAGAC), Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL), Data, Analytics & AI for Insurance (Risk, Pricing, Personalization) (FSAGAGAE), Customer Engagement, CRM & Agent/Broker Enablement Platforms (FSAGAGAD)

Keywords

• Insurance technology platform
• Policy administration system
• Underwriting engine
• Embedded insurance API
• Digital insurance distribution

Headquarters

HQ city

Beckenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Licensing: Software-as-a-Service platform providing Insurforce (full PAS with quote, buy, policy administration) and Qubapi (standalone rating/underwriting engine). Revenue generated through platform licensing fees.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels6 records

Core offering

House of Insurtech provides a cloud-based SaaS platform consisting of Insurforce (a full quote, buy and policy administration system) and Qubapi (a standalone rating and underwriting engine), both delivered as API-first microservices. The platform enables insurers, MGAs, brokers, and non-insurance businesses to launch and distribute digital insurance products across mobile, web, and embedded channels with decoupled customer-experience design and real-time data enrichment.

Product overview

House of Insurtech offers a platform-plus-modules architecture built around two core products: Insurforce (a full-featured cloud-based Quote and Buy and Policy Administration System) and Qubapi (a standalone rating/underwriting engine). Insurforce is built on top of the Qubapi underwriting engine and provides the complete digital distribution platform including quote, buy, and full policy administration capabilities. Qubapi can run standalone or be layered on top of legacy systems. Both products share the same underlying underwriting engine philosophy of decoupling customer data collection from premium calculation via API, enabling clients to design optimal customer experiences without being constrained by the rating engine.

Differentiator

Problem solved

Functional benefit

Brands

• Insurforce: A cloud-based quote and buy platform and full Policy Administration System (PAS) built on an innovative underwriting engine. Features micro service APIs for integration, supports mobile, web, portal, IoT, and third-party sites.
• Qubapi

Products and services

• Insurforce Cloud-based SaaS Quote and Buy and Policy Administration System (PAS) for insurers, MGAs and brokers. Features a flexible web app built on top of the Qubapi rating/underwriting API, supports commercial and personal lines, and enables embedded insurance integration.
• Qubapi Standalone rating and underwriting engine powered by a rules-based expert system, delivered via cloud API. Decouples premium calculation from front-end experience design; supports business-user rule maintenance via spreadsheet, high performance with precompiled rules in memory, and flexible data enrichment.
• Medical Malpractice Insurance Platform Digital medical malpractice insurance offering on the Insurforce platform for brokers, MGAs and insurers. Includes quote and buy tool, customer self-service portal, document production, premium override referrals, and multiple payment options including credit card, Open Banking and premium credit.
• Next-Gen Motor Insurance Motor insurance proposition for start-ups, MGAs, brokers and insurers built on Insurforce and Qubapi. Features a tailored quote, bind and policy lifecycle data model, multi-vehicle coverage including classic and kit cars, embedded scenarios and on-demand offerings, and real-time risk-based pricing via data enrichment.
• ATE (After The Event) Insurance Adjudication Protection Insurance product on Insurforce handling the full policy lifecycle from inception through to claims, including multi-step approvals, document production and distribution, reporting and automatic claim fulfilment.
• Landlords Insurance Landlords Insurance offering on the Insurforce platform supporting schemes and Delegated Authority arrangements. Includes full rate and question control, online quote and buy, policy administration with e-commerce, automated renewals, MTAs, claims and self-service.

Quantifiable outcome

• Online quote journey delivery in days not weeks
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• RoadHowcoreTechnology or Integration · 30 March 2022Data partnership with driver learning app and platform. RoadHow provides driver risk scores created from assessment of driving skill, knowledge and awareness. The risk insight can be used by insurers to price driver policies more accurately. Partnership aligns with House of Insurtech's philosophy of making insurance easier for customers and providers through data-driven risk assessment.
• OPIN (Open Insurance)coreStrategic or Co-development Partner · 2 February 2021Participation in Open Insurance initiative for interoperability standards in insurance market. House of Insurtech has aligned data models and APIs with OPIN proposed standards. Adopted OPIN standard for Claims APIs. Extended Motor Insurance data model to be OPIN compliant with reference implementation planned.
• Claim TechnologycoreTechnology or Integration · 8 January 2021Integration partnership with Claim Technology insurance platform. First fruit is a new motor insurance acquisition journey using APIs, data enrichment, chatbots, and automation technology. Integration proved quick and simple using Insurforce APIs and data enrichment integrations (MIB, DVLA, DVSA, etc.) together with Claim Technology automation tools.
• MGAA (Managing General Agents' Association)minorGTM or Marketing PartnerFeatured article in MGAA December 2021 newsletter. Looking forward to working with the MGAA team in 2022. MGAA is a professional association for managing general agents in the UK insurance market.
• DXC TechnologyminorStrategic or Co-development PartnerEntered DXC Invitational Insurtech competition. Opportunity to collaborate with DXC subject matter experts and deploy solutions across regions with DXC customers in joint pursuits.
• Wilkes Management Services and C&CcoreTechnology or IntegrationTechnology partnership for Adjudication Protection Insurance (After The Event insurance). Insurforce PAS handles entire policy lifecycle from inception through to claims. Project highlights adaptability of Insurforce platform for products across the insurance world.
• Activity Business Cover (BlueFox Insurance)coreTechnology or IntegrationDigital transformation partnership replacing outdated legacy practices with Insurforce SaaS platform. Activity Business Cover is a specialist provider of Professional Indemnity Insurance within activities and fitness sectors. Using Insurforce for mobile-first customer experience and online policy management portal.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• INSTANDA: UK-based insurance SaaS platform providing configurable policy administration and digital distribution tools for insurers and MGAs. Highly comparable to Insurforce with similar API-first, no-code philosophy and multi-vertical support.
• Open GI: UK insurance software vendor offering core platform solutions for brokers and insurers including rating, underwriting, and policy administration. Competes in the same UK mid-market insurance SaaS segment as House of Insurtech.
• SSP (Sagittarius): Insurance software provider offering policy administration, underwriting, and claims platforms for personal and commercial lines. Closely comparable product scope (PAS + rating + claims) to Insurforce and Qubapi.
• UnderwriteMe: Provider of underwriting and rating engines (Protection/Rule Engine) for life and health insurers, now part of Pacific Life. Direct comparable to Qubapi's standalone rating engine positioning.
• Claim Technology: UK insurance technology partner integrated with Insurforce for motor insurance acquisition journey. Comparable in claims and digital distribution focus though more consultancy-led in delivery.

Emerging players

• Zego: UK insurtech offering usage-based and embedded motor/commercial insurance via APIs. Comparable in API-first distribution philosophy but focuses on its own product rather than enabling platforms for other insurers/MGAs.
• Wrisk: UK-based embedded insurance distribution platform enabling brands to offer tailored insurance products via APIs. Comparable to House of Insurtech's embedded insurance GTM but Wrisk focuses on affinity/brand distribution rather than full PAS.
• Cybotanic / Cytora: UK insurtech applying AI and external data to commercial insurance underwriting workflows. Comparable adjacency around data enrichment for underwriting, similar to House of Insurtech's DVLA/Experian/Roadhow integration approach.

Broad incumbents

• EIS (now part of Majesco): Enterprise insurance platform suite for large global insurers offering policy administration, billing, claims, and digital engagement. Competes with Insurforce in the core insurance SaaS category but targets tier-1 carriers.
• iknowho / iPipeline: Provider of digital life insurance and protection distribution, underwriting, and illustration platforms. Broad incumbent serving similar insurance digital distribution/underwriting workflows though focused on protection market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/insurforce

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 House of Insurtech