ABOUT
Concept
Selling insurance online has always meant friction. A customer reaches the point of purchase, gets redirected to a separate form or third-party site, and the moment is broken. Assetsure, a UK specialist insurer covering jewellery, watches and other valuable items, wanted to change that. The idea was to embed insurance directly into the checkout of partner retailers, so customers could add cover in a single click without ever leaving the page. No redirects, no extra steps, no manual processing. Policies issued instantly, around the clock, with nothing for the Assetsure team to touch.
Execution
We built two core components. The first was a custom Shopify plugin that adds an insure your purchase option at checkout. The premium is automatically calculated based on the order and added to the basket in one click, keeping the experience as frictionless as possible for the customer.
The second was a bespoke Laravel application sitting in the middle. When a sale completes on Shopify, the app takes the order data, transforms it into the correct format and sends it to Assetsure's insurance policy platform for processing. It also gives Assetsure full control over which products are eligible and how pricing is managed, without needing access to the retailer's system. Because everything runs automatically, the whole process happens in the background, day and night, without anyone from Assetsure's team needing to intervene.
The Diamond Store, a leading online jewellery retailer, was the first to launch the service. The platform was built to scale, with more retailers and platforms to follow.
Results
The Diamond Store saw over 1,000 policies sold in the first ten weeks, every one issued instantly without a single manual step from the Assetsure team. What had previously required human involvement at every stage became a completely hands-off revenue stream. The platform runs continuously, generates policies automatically and is already being prepared for rollout to additional retailers, giving Assetsure a scalable way to sell insurance wherever valuable items are sold.
