Embedded insurance — selling coverage at the same time as another product or service — is on the rise. According to data platform Dealroom, it accounts for a growing share of all policies sold, and startups in this space raised nearly $800 million in 2021 alone.

Having recently polled investors on all things insurtech, we were curious to know if the market remained as bullish on embedded insurance as last year — and whether it was warranted.

“Personally, I remain bullish on embedded insurance,” Brewer Lane Ventures general partner Martha Notaras told TechCrunch. “Many insurance purchases are difficult, so rolling insurance into another transaction makes a lot of sense.”

While seeing clear value in the ability to bundle insurance with another purchase, Notaras and other investors we talked to also had reservations.

“We believe in the concept of embedded insurance, but a more measured approach would suit investors well when analyzing these businesses,” Distributed Ventures partner Adam Blumencranz said.



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