Embedded insurance innovation

Zurich Insurance is reshaping how protection products are integrated and delivered across digital ecosystems with its ‘Zurich Edge’ proposition.

Recognising and embracing a shift in insurance distribution in Asia Pacific, ‘Zurich Edge’ earned the “Embedded Insurance Innovation” award at the Asia Consumer Insurance Awards 2025.

What sets Zurich Edge apart is its collaborative, end-to-end approach to partnerships. Digital squads across Asia Pacific markets focus on co-creating propositions with partners, ensuring swift integration into digital customer journeys. Zurich Edge prioritises simplification, modularity and value creation.

Today, Zurich Edge partners with over 90 organisations, including digital banks (GXBank, 811, Aeon Bank), e-commerce giants (Shopee, Lazada, HKTV Mall), airlines (Japan Airlines, Cathay Pacific, HK Airlines), travel OTAs giants (Trip.com,
Traveloka, Klook), fintech providers (PhonePe, CRED), and automotive innovators (Tesla, Zeekr). This extensive partnership network enables Zurich to reach over 450 million customers across the region.

Zurich Edge propositions are designed to fit into partner ecosystems, offering insurance that’s contextual and relevant to customers.

For instance, through its partnership with Malaysia’s first digital bank GXBank, Zurich introduced Cyber Fraud Protect for digitally active Malaysians. The product has exceeded market benchmarks in customer conversion and retention. In Japan, Zurich Edge integrated with Ponta, a rewards platform, enabling customers to purchase and earn insurance coverage using loyalty points. In Australia, Zurich partnered with Tesla to launch InsureMyTesla, seamlessly integrated into Tesla’s
app via the Zurich Edge Platform (ZEP).

Zurich’s travel insurance innovations also stand out for their simplicity and customer focus. Zurich Edge, facilitates offerings such as FlyEasy, a parametric solution covering flight delays and personalised travel alerts that has contributed to a 30% increase in direct-to-consumer acquisition in Indonesia.

Central to Zurich Edge’s success is its proprietary Zurich Edge Platform (ZEP) built on cloud-native architecture with open APIs and microservices. ZEP enables rapid integration with partner ecosystems and market-specific customization. Its modular design supports tailored product recommendations and pricing, while innovations like parametric claims, the Digital Policy Card, and Travel Alerts enhance customer engagement and service efficiency.

With Zurich Edge, Zurich Insurance is making embedded insurance smarter, more relevant, and easier for millions across Asia Pacific.