ontos Study: Embedded Insurance

Neuss, November 1, 2025 – Retailers, manufacturers, and platform providers are benefiting from the integration of insurance services (embedded insurance) into their offerings. This finding is revealed in a market study conducted by ontos in collaboration with Versicherungsforen Leipzig. According to the study, the comprehensive product concepts are winning over most companies that are already using them. More than two-thirds of them rate the relevance of embedded insurance as at least high and expect its importance to continue to grow over the next five years. In contrast, 42% of non-users are ambivalent—and are asking themselves what potential integrated insurance solutions hold and how this potential can be realized. The study identifies customer-centricity as a key factor in this regard. The largest share of respondents (just under 55%) considers it important that customers perceive the insured risk as relevant. This is followed by comprehensibility (52.38%) and reliability in the event of a claim (47.62%).

Embedded insurance increases the conversion rate

Over 75% of the surveyed companies with experience in embedded insurance confirm that integrated insurance solutions make it easier for customers to make purchasing decisions and thus increase the conversion rate. The ontos study thus demonstrates that integrated insurance services can be effective in two areas: first, they meet customer needs, and second, they increase revenue potential. In this context, respondents describe various requirements: According to the study, embedded insurance should, for example, serve as a suitable complement to the main product, offer a good user experience, and provide compelling customer service. In addition to these points, users primarily view seamless integration into the sales process as the key to success (64.29%). The study’s use cases include well-known companies such as MediaMarkt, Fielmann, SANTOS, and BMW Financial Services. 

ontos Study: Embedded Insurance

Study highlights opportunities for numerous industries

According to ontos board member Andreas Schwarz, the potential of embedded insurance highlighted by the retailers, manufacturers, online platform providers, and insurers surveyed also presents opportunities for other industries: “Embedded insurance benefits turn products into comprehensive solutions that can be tailored precisely to the needs of target groups. The study results show that manufacturers, retailers, and platforms across many industries can use this to differentiate themselves from the competition and significantly expand their portfolios.” Successful examples in the field of embedded insurance include savings protection, eyewear, bicycle, travel, lease payment, credit card, and warranty insurance. However, in Andreas Schwarz’s experience, these solutions often lack seamless integration: “Insurance is only truly embedded when it is perceived as a natural and valuable part of an overall product. Our study clearly shows that this customer-centric approach must guide companies and insurance partners.” Against this backdrop, opportunities arise in numerous industries. These include, among others, electronics and technology, jewelry and watches, home and garden, leisure and hobbies, furniture, kitchens and furnishings, and plumbing fixtures. Within these sectors and beyond, there are products whose value can be enhanced through optimally integrated insurance.

About the study

The comprehensive study on embedded insurance was conducted by Versicherungsforen Leipzig on behalf of ontos and consists of three parts. In a use-case analysis, 20 embedded insurance solutions were examined and documented according to standardized criteria in order to identify successful models and approaches. This was supplemented by five expert interviews with partners in the embedded insurance sector, followed by an expert panel discussion. The study examined potential factors contributing to the success and attractiveness of collaborations. The third pillar consists of a quantitative online survey of 94 individuals from retail, manufacturing, and insurance companies.

About ontos

ontos has been part of the RheinLand Insurance Group’s brand family since 1979; the name symbolizes the group’s successful entry into cooperative sales—which remains one of the cornerstones of the RheinLand Group’s business model to this day. Until recently, this business unit had focused exclusively on partnerships with banks and other financial service providers, but ontos is now expanding this focus to include manufacturers, retailers, and platform operators. These partners now also benefit from the RheinLand Group’s many years of experience when it comes to designing customized supplementary products and seamlessly integrating them into sales processes.