Willis, a WTW business (NASDAQ: WTW), announced a partnership with Qover to expand its GB Affinity technology ecosystem. The collaboration aims to provide embedded insurance solutions for businesses across multiple sectors.

The partnership combines Willis's market access and insurance design capabilities with Qover's embedded insurance orchestration platform. Qover operates across more than 30 European markets and offers APIs, real-time dashboards, and AI-enhanced claims handling.

The collaboration targets companies in financial institutions, retail, automotive, and membership organizations seeking to integrate insurance directly into customer transactions. Willis stated the partnership will enable businesses to launch insurance programs more quickly and at scale.

"Strengthening our ecosystem is a core part of how we continue to meet the evolving needs of our GB Affinity clients and deliver agile distribution capability," said Anthony Borgman, Head of Affinity, GB at Willis. "Partnering with Qover enhances the connected infrastructure behind our propositions - giving us greater flexibility, improved speed to market, and more ways to support clients' brands operating in a wide range of industry verticals."

Willis will incorporate its Radar pricing and analytics technology into the partnership. Qover CEO Quentin Colmant said the company aims to support Willis's GB Affinity operations as they develop partner solutions.

The partnership represents Willis's continued investment in its GB Affinity division, which focuses on embedded and affinity insurance distribution channels. Information is based on a company press release.