What Azur Technology does

Azur Technology is a London-headquartered insurance technology company that provides MGA Connect, an AI-powered underwriting platform built natively on Salesforce Financial Services Cloud and targeted at Managing General Agents, program administrators, and Lloyd's Coverholders in the UK, US, and Europe. The company was founded in January 2016 as Azur Underwriting by Charlie Blackburn and Graham Elliott, who built their own Salesforce-based underwriting layer out of frustration with existing tooling; after tripling business value in three years, the founders sold the underwriting book to Aviva in 2024 and re-emerged the technology as Azur Technology, launching MGA Connect as the flagship platform in October 2024.

Name

Azur Technology

Legal name

Azur Technology Limited

Website

https://azurtechnology.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Azur Technology provides MGA Connect, an AI-powered underwriting platform built on Salesforce Financial Services Cloud, serving Managing General Agents, program administrators, and Lloyd's Coverholders in the UK, US, and Europe.

Ownership category

akta.pro rank

Product category

Insurance Underwriting Software

NAICS

Custom Computer Programming Services (541511), Software Publishers (513210)

SIC

Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

akta.pro secondary industries

AI/ML Engineering & Model Development Services (BPAEAHAF), Data Strategy & Governance Services (BPAEAHAA)

Keywords

• Insurance underwriting software
• Policy administration platform
• MGA management software
• Insurtech solutions
• Broker CRM platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: MGA Connect is sold as a cloud-native SaaS platform with subscription-based pricing. The platform includes Core and Plus modules that can be added as MGAs grow, suggesting a modular subscription model with potential for upsell. Managed services are also provided for ongoing technical support and maintenance.
2. Managed Services: Azur provides managed services including support desk for underwriting rule updates, quote/policy form changes, data management, bug fixes, and user administration. Also offers consultative help for adding new features or modules, and account management.
3. Professional Services: Consultative implementation support and training services provided during onboarding and ongoing product usage.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Azur Technology provides MGA Connect, an AI-powered underwriting platform built on Salesforce Financial Services Cloud for Managing General Agents (MGAs) and program administrators. The platform manages the full insurance policy lifecycle from submission to renewal, including AI-powered product setup, underwriting workbench, policy lifecycle management, broker CRM, and Smart APIs. It is offered as a modular SaaS with Core and Plus modules plus managed services.

Product overview

Azur Technology offers MGA Connect, a modular AI-powered underwriting platform built on Salesforce Financial Services Cloud. The platform consists of MGA Connect Core (the base intelligent policy administration system) and MGA Connect Plus (advanced automation modules for scaling). Core includes AI-powered product setup, underwriting workbench, policy lifecycle management, reporting and Bordereaux, integrated rater, Smart APIs, and Broker CRM. Plus modules add AI submission ingestion, Broker portal, Policy forms, Advanced rater, Automated underwriting, Billing and payments, Claims, and Accounting. The company also provides managed services and customer success support, along with the LaunchPad accelerator program for pre-purchase evaluation.

Differentiator

Problem solved

Functional benefit

Brands

• MGA Connect: AI-powered underwriting platform for Managing General Agents, providing digital underwriting, policy administration, and distribution tools. Built on Salesforce.

Products and services

• MGA Connect AI-powered underwriting platform built on Salesforce Financial Services Cloud that manages the complete insurance policy lifecycle from submission to renewal, providing digital underwriting, policy administration, and distribution tools for MGAs and program administrators.
• MGA Connect Core Base intelligent policy administration system for MGAs managing the entire policy lifecycle from submission to renewal. Includes AI-powered product setup, underwriting workbench, policy lifecycle management, reporting and bordereaux, integrated rater, Smart APIs, and Broker CRM.
• MGA Connect Plus Advanced automation modules that extend MGA Connect Core, including AI submission ingestion, broker portal, policy forms, advanced rater, automated underwriting, billing and payments, claims, and accounting.
• Managed Services Ongoing support services including a support desk for underwriting rules and pricing engine updates, quote and policy form changes, data management, bug fixes, user administration, and consultative help for adding features, automating processes, and integrating third-party APIs.
• Customer Success Dedicated account management acting as the main point of contact for all MGA Connect related needs, with proactive communication about product updates and new features for MGA clients.
• MGA Connect LaunchPad Accelerator program providing a fully representative sandbox environment where MGAs can test their actual underwriting logic, data structures, and bordereaux within MGA Connect before committing to a purchase.

Quantifiable outcome

• 75% increase in broker submissions
• +9 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability13 records

Feature9 records

Partnerships

Two partnerships are on record, tiered core.

• SalesforcecoreTechnology or IntegrationMGA Connect is built on Salesforce Financial Services Cloud, leveraging the platform's robust business rules engine, CRM capabilities, Lightning Web Components, Experience Cloud, and Agentforce AI. This is the foundational technology platform for all Azur products.
• mea PlatformcoreTechnology or IntegrationIntegration partnership where mea Platform provides AI layer for schedule of value extraction, validation, and enrichment, integrated with Azur's platform to deliver automated underwriting and eliminate bottlenecks for customers like Crux Underwriting.

Scale indicators23 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Salesforce Financial Services Cloud: The underlying Salesforce industry cloud that MGA Connect is built upon. As the foundational platform provider, Salesforce is both a critical partner and a potential competitor if it expands its FSC capabilities deeper into MGA-specific workflows or embeds competitive underwriting AI features.
• Applied Systems: Leading insurance agency and MGA management software provider serving agencies, MGAs, brokers, and carriers with operations, accounting, and CRM platforms. Applied Epic is the dominant incumbent in the MGA/agency management space that Azur also targets, though Applied is broader and not specifically built on Salesforce.
• Vertafore: Insurance industry software provider covering agency management, rating, and compliance for agents, MGAs, and carriers. Vertafore is an established North American MGA/agency technology incumbent with overlapping policy administration and distribution capabilities.
• Guidewire Software: Enterprise P&C insurance platform serving carriers and large MGAs with policy, claims, and underwriting suites. While primarily carrier-focused, Guidewire's InsuranceSuite and PAS products overlap with the MGA policy administration capabilities Azur offers.

Direct peers

• Insurity: Cloud-based software for insurers and MGAs with policy administration, claims, billing, and analytics. Insurity directly competes with MGA Connect for specialty insurance and MGA customers, particularly in the US market where Azur has just expanded.
• Origami Risk: Cloud-based risk, claims, and policy administration platform serving MGAs, TPAs, and self-insureds. Origami is a direct competitor to MGA Connect Core/Plus modules with multi-tenant SaaS architecture and similar specialty insurance workflow capabilities.
• Duck Creek Technologies: Provider of SaaS software for P&C insurers and MGAs covering policy administration, billing, claims, and underwriting. Duck Creek is a direct competitor to MGA Connect with similar core/optional module architecture and a similar target customer base of specialty and MGA insurance operators.

Emerging players

• mea Platform: AI-powered data extraction and document processing for specialty insurance, integrated via partnership with Azur for Crux Underwriting. mea is an emerging insurtech player whose AI underwriting capabilities both complement and could compete with MGA Connect's AI submission ingestion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/azurtechnology

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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 Azur Technology