Willis, a WTW business (NASDAQ:WTW), today announced the continued expansion of its GB Affinity technology ecosystem through a strategic partnership with Qover, a European leader in embedded insurance orchestration.

The partnership responds to growing demand for seamless, contextual insurance experiences at the point of sale. Together, Willis and Qover will provide a product-agnostic solution that helps businesses launch tailored insurance programmes quickly and at scale, while supporting sustainability, innovation, and evolving client needs.

Unlike traditional models, the collaboration is designed specifically for the embedded and affinity space, enabling companies to integrate insurance directly into customer journeys across various sectors, including financial institutions, retail, automotive, and membership organisations.