The Next Evolution of Embedded Insurance: Protecting High-End Purchases at the Point of Sale

By Rob McCarthy, Non-Executive Chair, Embri

Embedded insurance is a fundamental shift in how businesses provide protection for their customers. As digital commerce reshapes consumer expectations, the demand for seamless, at-the-point-of-sale insurance solutions has never been greater. Key growth areas for 2025 include embedded bike and high-end tech insurance: marking a significant step forward in making insurance more accessible, relevant, and frictionless.

The embedded insurance market is projected to hit $700 billion in gross written premium by 2030, and it’s clear why: convenience and immediacy are paramount for modern consumers. With theft rates for valuable items like bicycles and high-end tech remaining stubbornly high, traditional insurance models often leave gaps. Too many customers walk away from a purchase unprotected, only to face significant financial loss if the worst happens. That’s where embedded insurance bridges the gap—by integrating protection directly into the buying process, ensuring customers don’t have to take additional steps or risk being underinsured.

The growth of embedded insurance into luxury purchase, bike and high-end tech insurance builds on existing offerings that have already made it easier for customers to insure their watches and jewellery at the moment of purchase. This evolution is driven by a simple but powerful insight: protection should be effortless. The UK luxury market is set to surpass £20 billion by 2028, yet vast amounts of high-value purchases remain uninsured. In the watch sector alone, over £1.5 billion worth of luxury timepieces have been stolen in the UK – an alarming figure that highlights the need for instant, integrated coverage.

Retailers also benefit from this shift. Embedded insurance not only enhances customer trust and loyalty but also opens new revenue streams and strengthens brand positioning in an increasingly competitive landscape. In today’s world, where consumers expect a frictionless shopping experience, businesses that fail to provide easy, built-in protection risk falling behind.

The future of insurance is embedded: it’s not just changing how people buy insurance, it’s redefining what protection means in a digital-first world.

Now, whether it’s a high-end laptop, an e-bike, or a luxury timepiece, customers can walk away with their purchase knowing they’re covered with high quality insurance from the moment they leave the store. That’s the power of embedded insurance, and it’s only just getting started.