Turtlefin

End-to-end insurance distribution technology platform for banks, insurers, and enterprises.

Distribution & Sales Established Bootstrapped

Overview

Turtlefin is an insurance distribution technology platform serving banks, insurers, fintechs, and e-commerce companies across India and the Middle East. Founded in 2015, the company provides white-labeled SaaS products and API services that enable enterprises to embed and distribute insurance products within their existing digital channels.

The platform is built around two core offerings: DigitalCore, a configurable white-label SaaS solution supporting life and non-life insurance journeys including bancassurance, embedded, and direct-to-consumer models; and OneAPI, a microservices-based API layer that enables partners to integrate insurance into their platforms. The company also provides a sales certification and learning management system for upskilling insurance sales forces. Turtlefin serves both standard retail insurance workflows and Point-of-Sale Person (PoSP) regulatory frameworks common in the Indian market.

The company reports 40+ insurers and 30+ enterprise customers on its platform, with annual revenue of INR 693 Cr (approximately USD 83M) as of March 2025 and a headcount of 1,114 as of August 2025. Notable bank customers include Mashreq Bank, IDFC Bank, Yes Bank, and ICICI Bank. In 2023, Turtlefin acquired Last Decimal, a Bengaluru-based bancassurance SaaS startup, to accelerate its bank partnership channel. The company was co-founded by Dhirendra Mahyavanshi (ex-ICICI Lombard) and Anand Prabhudesai (ex-Nokia, Yahoo).

Products & Services

DigitalCore

White-labeled SaaS platform for insurance distribution covering both retail and group life and non-life products. Supports end-to-end insurance journeys including need analysis, KYC integration, rider configuration, and customer experience optimization.

Key Features

Configurable white-label product journeys for life and non-life insurance
PoSP and sales person workflow support for regulatory compliance
Bancassurance and embedded insurance deployment models
Customer KYC integration and rider/add-on configuration

Target Users: Banks, insurers, NBFCs, telcos, and e-commerce platforms integrating insurance as a product channel

OneAPI

API-driven microservices platform enabling rapid integration of insurance products into non-insurance platforms. Partners can embed insurance products in days rather than weeks using REST-based integrations.

Key Features

1,000+ APIs covering insurance product lifecycle
REST integration with flexible deployment options
Supports partners across varying technical maturity levels
Enables embedded insurance for fintech, e-commerce, and banking apps

Target Users: Fintechs, e-commerce platforms, and enterprises adding insurance as a value-added service

Sales Certification Platform

Learning management system (LMS) with gamified elements including videos, quizzes, and assessments designed to upskill insurance agents and PoSPs.

Key Features

Gamified learning modules (videos, articles, quizzes)
PoSP and agent certification tracks
Product knowledge and compliance training
Scalable across large partner networks

Target Users: Insurance distribution networks, partner sales teams, bank insurance sales forces

At a Glance

Founded: 2015
Headquarters: Mumbai, Maharashtra, India
Employees: 1000+
Funding: Bootstrapped

Category & Focus

Category: Distribution & Sales
Subcategories: Embedded Insurance Bancassurance API-Driven Distribution Sales Enablement
Insurance Verticals: Life & Annuity P&C Personal P&C Commercial Health Group Benefits
Target Customers: Carriers, Brokers, Agents/Agencies