If you’re building a business in fintech, commerce, logistics, SaaS, or any platform that serves consumers or small businesses, insurance is starting to look like a natural extension.

It’s recurring, high-margin, and trust-building. And it has a clear upside when it’s embedded at the right point in your customer journey.

But adding a new insurance line isn’t just a matter of plugging into a policy and flipping a switch. It comes with its own set of operational, technical, and regulatory decisions. And getting it right depends less on ambition and more on how clearly you approach the build.

Here are the key things worth thinking through before you expand into insurance.

1. Match product fit with actual customer risk

It’s tempting to start with the type of insurance you want to sell. Health. Gadget. Cyber. Transit. But what matters more is what your users actually need protection from, and where they expect it to come from.

For example, a logistics business might benefit from parcel cover or delay protection. A creator platform might offer IP protection or income support. A payments company might integrate fraud and purchase protection.

The strongest insurance lines tend to answer one clear question:

What could go wrong here and how can we take that off the user’s shoulders?

It’s also worth noting that most customers don’t want every possible coverage. Too much coverage inflates price and decreases adoption. The better approach is to tailor benefits to specific segments, offering just enough protection to be useful, without making the product feel bloated or expensive.

Look for partners or platforms that allow this kind of flexibility. Off-the-shelf products might be easier to launch, but harder to grow.

2. Design the customer experience first, not after

It’s one thing to offer insurance. It’s another to offer it well.

Most traditional insurance flows are still slow, document-heavy, and disconnected from modern product experiences. But your users won’t make that distinction. If you’re offering it, they’ll expect the same level of clarity, speed, and responsiveness as the rest of your platform.

That’s why experience design matters early, not just for claims, but for purchase, activation, and visibility.

A few questions to ask early:

• Will users be able to complete the purchase in your product, end to end?

• How will they access their policy details or benefits?

• If they file a claim, what happens next and how will they know?

You’re not just selling a policy. You’re setting an expectation. Make sure your partner’s infrastructure can support what you want the experience to feel like.

3. Plan for scale before you launch

Insurance products often work well in the pilot phase and hit roadblocks later. One of the most common is capacity.

As sales increase, so does the need for underwriting capacity. If your partner hasn’t pre-aligned for scale, you could hit limits just when momentum is building.

The smart move is to ask these questions upfront:

• Who is taking care of the capacity, you or your partner?

• What happens if demand spikes?

• Can the product scale across different geographies, user types, or tiers?

Also, look beyond just coverage scale. Think about support. Documentation. Claims bandwidth. Does your partner’s servicing infrastructure grow with you? Or will it become a bottleneck when things take off?

4. Claims define the real value of the product

Most users only judge insurance at one moment, when something goes wrong.

You can get the coverage right, the pricing right, the positioning right but if the claims experience feels slow, rigid, or impersonal, trust is lost.

On the other hand, even a basic claim that’s handled clearly and quickly builds credibility. Make sure you know what your claims journey looks like from the inside how it’s filed, tracked, reviewed, and resolved.

Ask your partner:

• What does the user see and do during a claim?

• How are timelines managed?

• What gets flagged for manual review?

If you want insurance to build trust, this is where it either happens or doesn’t.

5. Look Beyond tech to end-to-end support

You might have the integrations in place. The APIs. The frontend experience. But that’s just the visible part of the product.

Insurance needs structure underneath it which includes:

• Documentation and storage

• Policy changes and renewals

• Claims resolution and escalation

• Customer support and reporting obligations

If your partner handles most of this, great. But know what’s being handed off and what you’re expected to own.

You don’t want your team reacting to edge cases in real time when the product is already live.

6. Know what “Go to Market” actually involves

Shipping an insurance product isn’t just a tech release. It’s a cross-functional launch. And that means your internal teams need to be as ready as the product itself.

• Does your support team know how to handle policy-related queries?

• Does your growth team know how to talk about benefits without making it feel like fine print?

• Have you mapped out who owns what like pre-sale, post-sale, and when issues come up?

Most launch delays don’t happen because of code. They happen because a small dependency was missed or no one owned a key workflow.

The more aligned your teams are upfront, the faster and smoother your launch will feel.

Conclusion

Adding insurance to your business is not just about unlocking a additional revenue stream. It’s about delivering real protection where your users already expect you to show up. That makes it one of the few products that can build both value and trust if it’s done right.

This doesn’t mean insurance needs to be your core business. But it does mean it deserves core product thinking.

At Assurekit, we work with companies that see protection as a real opportunity, not just a checkbox. If you’re mapping out what this could look like in your ecosystem, we’re happy to help you figure out where to begin.