FLOODFLASH

FloodFlash is a parametric flood insurance MGA and Lloyd's coverholder based in London, providing commercial flood coverage to businesses and property owners in the UK and US. Founded in 2016 by catastrophe risk specialists Adam Rimmer and Dr Ian Bartholomew, the company distributes through retail and wholesale brokers and has protected thousands of organisations since its launch.

The company operates under Lloyd's of London coverholder status and uses proprietary IoT sensor technology as the mechanism for triggering claims. Rather than relying on post-event damage assessment, policies pay out automatically when a sensor installed at the insured premises records flood water depth exceeding a threshold agreed at policy inception. This eliminates much of the friction and uncertainty traditionally associated with flood claims settlement.

In February 2025, NormanMax Insurance Holdings -- a Miami-based parametric re/insurance specialist and operator of the world's first parametric Lloyd's syndicate -- announced plans to acquire FloodFlash, subject to FCA approval. The two companies had previously partnered on a parametric capacity arrangement. FloodFlash is projected to continue operating as an independent MGA and Lloyd's coverholder following the acquisition, with products remaining available to brokers in the UK, US, and international markets.