Penni.io

Digital distribution platform for embedded insurance sales

Distribution & Sales Growth Seed

Overview

Penni.io is a Copenhagen-based embedded insurance distribution platform for carriers and brokers seeking to sell products through third-party digital channels. The company enables insurers to launch insurance products via distribution partners -- including car dealers, travel agencies, banks, and retailers -- without requiring those partners to build their own insurance infrastructure.

The core platform, Penni Connect, operates on a SaaS and API-first model. It provides white-labeled checkout flows, customer onboarding journeys, sales reporting dashboards, and conversion optimization tools. Distribution partners embed configurable insurance widgets at points of sale, while insurers retain control over product design and compliance.

Founded in 2016 and registered in Denmark (Penni ApS, CVR 38164295), the company raised EUR 2M in pre-seed funding in 2020 and EUR 5.7M in a seed round in 2021 from Seed Capital Denmark -- reported as Denmark's largest InsurTech investment at the time. Monthly subscription revenue grew fivefold in 2020. Penni has been active across the French, Nordic, and UK markets, and has been recognized in the Insurtech Insights Future 50 and DIA Top 100 Insurtechs to Watch.

Products & Services

Penni Connect

Penni Connect is the company's core SaaS platform for embedded insurance distribution. Insurers and brokers use it to launch insurance products through digital distribution partners quickly, with no requirement for the partner to hold existing insurance infrastructure. The platform is API-first and fully white-labeled, supporting multi-channel deployment.

Key Features

Embeddable, white-labeled checkout flows customizable per distribution partner
Customer onboarding and policy initiation management
Sales reporting and conversion optimization dashboards
Multi-partner, multi-product support from a single insurer account

Target Users: Insurance carriers, brokers, and distribution partners (car dealers, travel providers, banks, retailers)

Online Onboarding

A dedicated digital onboarding module that manages customer registration and policy initiation on behalf of the insurer or broker, reducing friction in the purchase flow.