Overview
Easy Peasy Insurance is an embedded insurance distribution platform for e-commerce retailers, operating as a licensed insurance intermediary in Sweden. The company enables online merchants to offer product protection plans at checkout without managing licensing, regulatory compliance, or claims processing themselves.
The platform is delivered as a REST API that integrates directly into merchant checkout flows. Easy Peasy handles policy issuance, customer documentation, and claims management on behalf of each retailer. Merchants earn commissions on insurance sales with no upfront costs. The company distributes deductible insurance and all-risk product protection through partnerships with underwriting carriers rather than carrying risk directly.
Founded in 2017 and relaunched as a B2B platform in 2021, the company received seed investment from Ehandel Growth and LRF Media in February 2022. By September 2023 it reported over 400% growth in transaction volume across a six-month period, with the platform active on nine merchant sites across five continents.
Products & Services
Embedded E-commerce Insurance Platform
A B2B SaaS and API platform for online retailers to offer insurance products within their checkout experience. Easy Peasy manages the full insurance lifecycle including policy issuance, regulatory compliance, and claims handling.
Key Features
- REST API integration into merchant checkout flows
- No startup cost for merchants -- Easy Peasy manages licensing and regulatory obligations
- Commission-based revenue model for retailers
- Policy document generation and customer communications
- End-to-end claims management
Target Users: E-commerce retailers and marketplace operators
Direct-to-Consumer Insurance
Easy Peasy Insurance also sells insurance products directly to individual consumers through its own website, offering deductible insurance and all-risk product protection.
Key Features
- Direct policy purchase for individual consumers
- Deductible insurance (Sjalvrisksforsakring)
- All-risk product protection (Allrisksforsakring)
Target Users: Individual consumers purchasing product protection online
At a Glance
- Founded
- 2017
- Headquarters
- Stockholm, Sweden
- Employees
- 1-10
- Funding
- Seed
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Embedded Insurance API Distribution Product Protection
- Insurance Verticals
- P&C Personal Specialty/E&S
- Target Customers
- Consumers
Customers
- E-commerce retailers (specific client names not publicly disclosed)
Similar Companies
-
AATUM Technologies and SolutionsInsurance digital transformation software for carriers, brokers, and intermediaries
-
MMoIn GroupAI-powered broker consolidation platform for the German insurance distribution market
-
vlotLife insurance and pension advisory platform for financial institutions -
BrokerStarSwiss broker management platform for independent insurance professionals -
bavonlineSoftware tools for occupational pension and health insurance distribution in Germany -
AASSFINET GmbHBroker management and insurance administration software for the German and EMEA insurance market
Last updated: 2026-05-17