Aviva Insurance Ireland, the Irish arm of UK-based insurer Aviva, has partnered with insureMO to introduce location-based embedded insurance, automatically activating accident, illness and travel protection according to where customers are. The launch marks a step in Aviva’s plans to expand its embedded insurance offering across Europe.

The proposition has gone live in Norway through distribution partner Kvikk Forsikring AS. Customers receive everyday protection while in Norway, with travel cover activated automatically when they cross the border. The model removes the need for customers to contact their insurer, manually activate their policy or manage separate insurance products for different destinations.

The partnership combines Aviva’s insurance expertise with insureMO’s technology infrastructure to make cover more responsive to customers’ circumstances. By connecting protection to location, the companies aim to simplify access to insurance and reduce the administrative burden associated with purchasing and maintaining multiple policies.

For Aviva, the launch supports a wider strategy to embed insurance into existing services and customer journeys. This approach allows the insurer to offer protection through partner platforms at the point where customers may need it, while creating opportunities to introduce products and establish distribution relationships in additional European markets.

The model is also intended to simplify operations for distribution partners, brokers and service teams. By integrating insurance into existing customer experiences, the proposition could reduce administrative work and make claims processes more straightforward.

The technology behind the launch is designed to support further expansion without requiring extensive changes to Aviva’s core systems. Using insureMO’s platform, the insurer can introduce additional embedded products, onboard distribution partners and enter new markets more quickly.

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