Sentro

What Sentro does

Sentro Group Limited is a New Zealand-based, privately held software company that provides a cloud-native, group-insurance-focused policy administration platform built on Microsoft Azure. The platform is modular — covering Product, Plan, and Benefits Builders; Quotations; Digital Onboarding; Policy Administration; Member Maintenance; Billing (with prorated charges at 4-decimal precision); Reinsurance Administration; Service Portals; a Data Store for BI/analytics; and a Connect module for brokers and service providers — and is delivered as a single-tenant or multi-tenant SaaS to mid-market and enterprise insurers. Solutions are positioned across group life, group health, group accident and health, fleet, and employee benefits lines, with an API-first architecture supporting integration into insurer, broker, employer, and member workflows.

The company monetises through three pricing tiers — a volume-based Outsource managed-service model, a Growth tier at $5,000/month, and an Enterprise tier at $25,000/month — plus a Third Party Administrator service for New Zealand customers combining the platform with operational support. Sentro serves named customers including Partners Life, Delta Insurance, Pinnacle Life, nib, TOWER, Momentum Life, Humania Assurance, Ridge Canada, HBM+, Bikmo, and CSC, with operations across New Zealand, Singapore, Canada, and Australia. Distribution is sales-led, supplemented by broker/TPA channel partners, Microsoft AppSource listing, and industry event presence (ITC Asia, Insuretech Connect, Insurtech Australia). The company is co-founded by CEO Rob Ellis and co-founder Hans Frauenlob, is ISO 27001 certified as of April 2025, and has no disclosed institutional funding rounds, M&A, or public-listing activity.

Name

Sentro

Legal name

Sentro Group Limited

Website

https://sentro.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Sentro is a New Zealand-based SaaS company providing a cloud-native, group-insurance policy administration platform on Microsoft Azure, serving mid-market and enterprise insurers across New Zealand, Singapore, Canada, and Australia with modular product, plan, billing, and member-admin capabilities.

Ownership category

akta.pro rank

Product category

Insurance Policy Administration Software

NAICS

Software Publishers (513210), Software Publishers (5132), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

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

akta.pro secondary industries

Group Life Administration/Enrollment Platforms (TPA & Benefits Admin) (FSAIADAJ), Stop-Loss & Reinsurance Administration (Captive/Level-Funded Support) (HLAEALAB)

Keywords

• Group insurance platform
• Policy administration software
• Insurance SaaS
• Insurtech solutions
• Employee benefits administration

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription - Growth Tier: Monthly subscription at $5,000/month for growing insurers with multi-tenant instance, unlimited admin accounts, standard documents, and operational support
2. SaaS Subscription - Enterprise Tier: Monthly subscription at $25,000/month for enterprise insurers with single-tenant instance, brandable portals, BI analytics, dedicated account manager
3. Outsource Services: Volume-based pricing (policy or GWP) for insurers who want functionality but prefer operational assistance. Includes product configuration, plan setup, member management, and invoice generation
4. Third Party Administrator Services: TPA services for New Zealand customers combining the Sentro platform with assistance with day-to-day operations and customer service

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Sentro provides a cloud-native, group-first policy administration platform built on Microsoft Azure that enables insurers, brokers, and employers to configure, price, sell, administer, and bill group insurance products end-to-end. Its modular suite covers product/plan/benefits configuration, quotations, digital onboarding, policy administration, member maintenance, prorated billing, reinsurance administration, self-service portals, a reporting data store, and an extensive developer API, sold as tiered SaaS subscriptions with optional managed services.

Product overview

Sentro is a cloud-based group insurance platform built on Microsoft Azure, offering a modular architecture with three product suites (Hub, Connect, and Engage) designed for insurers, brokers, service providers, and employers. The platform provides end-to-end group insurance administration capabilities through configurable modules including Product Builder for no-code product configuration, Plan Builder for plan management, Benefits Builder for benefit structuring, Quotations for sales workflows, Digital Onboarding for member enrollment, Policy Administration for policy lifecycle management, Member Maintenance for member change handling, Billing with comprehensive invoicing and prorating capabilities, Reinsurance Administration, Service Portals (employee, employer, and adviser self-service), Data Store for BI analytics, and an extensive Developer API for system integrations. The platform supports group insurance solutions across Group Life, Group Health, Group Accident & Health, Fleet Insurance, and Employee Benefits verticals, with tiered pricing (Outsource, Growth, Enterprise) serving different operational needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Product Builder No-code product configuration tool enabling insurers to define group insurance products, set pricing, configure selectable sum assured types, definable benefits, flexible rating with unit rates and age-based calculations, and product rules including automatic acceptance limits and age limits.
• Plan Builder Module for creating and configuring group insurance plans with support for draft states, template management, and document preview before plan activation.
• Benefits Builder Module for defining and managing benefit structures within group insurance plans, supporting customizable benefit configurations and tapering rules.
• Quotations Tool for generating and managing insurance quotes for group insurance products, streamlining the sales quotation process for brokers and insurers.
• Digital Onboarding Capabilities for digital employee onboarding onto group insurance plans, including online portals and self-service enrollment experiences.
• Policy Administration Core policy management module handling the complete policy lifecycle including policy creation, amendments, renewals, and documentation generation.
• Member Maintenance Module for managing member changes including additions, updates, and terminations with support for bulk processing and background task handling.
• Billing Comprehensive billing module featuring prorated charges, draft invoices, one-click billing, selectable billing periods (weekly to annual), customizable invoice templates, loadings and discounts, payment reconciliation, and 4-decimal-point precision calculations.
• Reinsurance Administration Module for managing reinsurance arrangements and administration within the group insurance platform.
• Service Portals Branded self-service portals for employees, employers, and advisers to access plan information, make changes, and manage insurance coverage.
• Data Store Reporting and analytics data store providing BI and analytics capabilities for business intelligence insights.
• Developer API Extensive API suite enabling integrations with existing systems and workflows, providing endpoints for all platform functionality.
• Connect Module Broker and service provider portal providing quotation tools, compliance document management, employee onboarding assistance, bulk file import with format mapping, and direct payroll/HR system integration capabilities.
• Group Life Insurance Solution Insurance solution providing financial protection for employees' families through life cover as part of workplace benefits.
• Group Health Insurance Solution Insurance solution delivering affordable healthcare coverage to employees, helping manage medical costs and promoting wellbeing.
• Group Accident & Health Solution Insurance solution offering extra protection for employees against unexpected accidents and health-related expenses.
• Fleet Insurance Solution Insurance solution covering a company's vehicles under one policy, simplifying management and reducing risk for business transport.
• Employee Benefits Solution Solution for delivering tailored employee benefits including voluntary benefits, flexible benefit plans, and wellness programs.
• Outsource Managed Services Volume-based managed service for insurers who want Sentro platform functionality with operational assistance, including product configuration, plan setup, member management, document generation, and invoice calculation. Customer manages quotes, sales, and collections.
• Third Party Administrator (TPA) Services TPA services for New Zealand customers combining the Sentro platform with assistance for day-to-day operations and customer service.

Quantifiable outcome

• More than doubled group insurance business
• +2 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature12 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Humania AssurancecoreChannel Partner/ Reseller/ Distributor · 15 November 2022Canadian life and health insurer selected Sentro as their core group insurance policy administration platform for digitalization of their product line. Humania CEO stated Sentro was the clear choice after looking at many platforms.
• Plug and Play Tech CentreminorStrategic or Co-development PartnerSelected in 2019 from 160 international insurtech startups to join Plug and Play's Silicon Valley accelerator program. Connected with insurance corporates from around the world looking to innovate. Joined select group of 30 companies in the three-month program.
• Microsoft AzurecoreTechnology or IntegrationSentro's cloud infrastructure is built on Microsoft Azure, leveraging Azure's cutting-edge security investments. Single-tenant instances created in Azure regions most relevant for customers.
• DynaRiskcoreTechnology or IntegrationIntegration partnership pairing Delta Insurance's PerCy cyber insurance product with DynaRisk's personal cyber risk assessment product. DynaRisk provides tailored actions to help people improve their online security.
• Delta InsurancecoreChannel Partner/ Reseller/ DistributorNew Zealand insurer who went live with PerCy group personal cyber insurance product on Sentro platform. Won 'Underwriting Agency of the Year' in 2017 and 2018. Approximately 15,000 customers with 60%+ growth.
• Partners LifecoreChannel Partner/ Reseller/ DistributorNew Zealand insurer who has more than doubled their group insurance business since moving administration onto Sentro platform.
• Pinnacle LifecoreChannel Partner/ Reseller/ DistributorNew Zealand life insurer customer of Sentro platform.
• nibcoreChannel Partner/ Reseller/ DistributorNew Zealand health insurer customer shown on partner logos.
• TOWERcoreChannel Partner/ Reseller/ DistributorNew Zealand insurer customer shown on partner logos.
• Ridge CanadacoreChannel Partner/ Reseller/ DistributorCanadian insurance provider selected Sentro for group insurance policy administration.
• HBM+coreChannel Partner/ Reseller/ DistributorCanadian insurer partner for group insurance solution delivery.
• Insurtech AustraliaminorStrategic or Co-development PartnerSentro joined Insurtech Australia to signal commitment to Australian group insurance market. Will participate in InsurtechLIVE 2023 event for market entry.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Sapiens International: Provider of insurance software solutions including life, pensions, and group benefits platforms. Comparable as a competitor offering policy administration for life and group insurance markets.
• Majesco: Cloud-based insurance software platform for P&C, life, and group benefits with Policy, Billing, and Insights suites. Competes directly with Sentro in the group insurance policy administration space.
• Duck Creek Technologies: Cloud-native insurance SaaS platform offering policy, billing, and claims administration for P&C and group insurers. Closely comparable to Sentro's cloud-first, API-driven group insurance administration approach.
• EIS Group: Cloud-native core insurance platform (EIS One) serving life, health, P&C, and group insurers with policy, billing, and claims. Closely aligned with Sentro's API-first, cloud-native group insurance positioning.
• Insurity: Cloud-based insurance software for property/casualty and group insurers including policy administration, billing, and analytics. Directly comparable to Sentro's policy and billing administration offering.
• Cogitate Technology Solutions: Insurance software provider offering DigitalEdge platform for underwriting, policy administration, billing, and claims across P&C, life, and group insurance. Comparable mid-market competitor to Sentro.

Regional players

• Tia Technology: Cloud-native insurance core platform for life, pensions, and group benefits based in Scandinavia. Comparable product category but primarily serving Nordic/European insurers rather than APAC/North America.
• Prima Solutions: European-based insurance software vendor offering policy administration, billing, and claims for life, health, and group insurers. Comparable functionally but primarily serves European markets.

Broad incumbents

• Guidewire Software: Leading global provider of core insurance software (PolicyCenter, BillingCenter, ClaimCenter) for property/casualty and life insurers. Comparable as a direct competitor for group insurance policy administration, but operates at significantly larger scale with broader portfolio.

Emerging players

• Socotra: Modern cloud-native insurance core platform targeting life and health insurers with API-first design. Comparable architecture to Sentro though broader in scope and earlier in customer scale.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sentroapp
• LinkedInlinkedin.com/company/sentro
• Xx.com/sentroapp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sentro