Easy Peasy Insurance

Embedded product insurance for e-commerce merchants

Distribution & Sales Growth Seed

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.