# excitare\.ai > AI\-powered pricing intelligence and customer intent analysis for insurance ## At a glance | Field | Value | | --- | --- | | Category | Underwriting & Risk | | Type | Solutions Provider | | Region | EMEA | | Headquarters | Harrow, Middlesex, England, UK | | Founded | 2020 | | Stage | Startup | | Employees | 1-10 | | Funding | Bootstrapped | ## Overview excitare.ai is an AI pricing and customer intelligence platform for insurance carriers, brokers, and MGAs. The company applies machine learning to pricing, customer intent analysis, and campaign optimization, with a stated focus on replacing backward-looking actuarial methods with behavior-driven models. The platform is delivered as a plug-and-play, API-first solution. Three core products cover individualized pricing, hidden-intent discovery, and campaign selection -- each designed to reduce acquisition costs and improve conversion rates. Integration is described as deployable in days with no significant IT overhead. Founded in 2020 by Kesh Thukaram and Stuart Boseley in the United Kingdom, the company is bootstrapped. Thukaram co-founded Best Insurance Limited, a UK protection insurance specialist, giving excitare.ai a direct connection to the insurance distribution market. The company was shortlisted as a cutting-edge insurance offering by UK Launchpad and UK Retail Hive. ## Products & services ### AI Pricing Engine A behavior-driven pricing solution that generates individualized quotes based on forward-looking AI models rather than traditional actuarial inputs. The engine connects via REST API and is designed to be operational within days of integration. **Key features:** - Bespoke per\-customer pricing based on behavioral signals - REST API integration with minimal IT requirements - Rapid deployment timeline \-\- days rather than weeks *Target users:* Carriers, brokers, and MGAs seeking dynamic pricing capabilities ### Intent Analysis An AI tool that identifies latent customer motivations by analyzing interaction patterns, dwell times, and browsing behavior. Marketing and sales teams can configure segments without IT involvement. **Key features:** - Analysis of interaction style, dwell time, and sojourn time - Dynamic adaptation per customer segment - No\-code configuration for sales and marketing teams *Target users:* Carriers and brokers seeking to lower customer acquisition costs ### Campaign Indexer A deep learning engine that automates campaign selection and product recommendation, replacing traditional A/B and multivariate testing approaches. **Key features:** - Automated identification of high\-performing campaigns - Dynamic product recommendation per customer profile - Independent product group management for marketers *Target users:* Insurance marketing teams seeking to reduce spend and improve online conversion ## Category & focus - Subcategories: AI Pricing, Customer Intent Analysis, Campaign Optimization - Insurance verticals: P&C Personal, P&C Commercial, Life & Annuity - Target customers: Carriers, Brokers, MGAs/MGUs ## Notable customers - No named customers publicly disclosed ## Links - Website: - Directory profile: - Linkedin: - Companies house: --- *Last updated: 2026\-06\-21*