Allianz backs Superscript landlord and trades cover online | Insurance Business
Allianz backs Superscript landlord and trades cover online
A delegated authority deal gives the digital broker Allianz capacity, with a dual-branded journey and Allianz claims
Allianz UK will provide capacity for digital broker Superscript’s landlord and tradespeople insurance, under a new delegated authority agreement aimed at small businesses buying cover online.
Customers will buy through a dual-branded journey. Superscript provides the digital broking experience, and Allianz provides underwriting, financial strength and claims handling. Claims will be reported to Superscript and managed by Allianz.
“Small businesses want insurance that is straightforward, accessible and built around how they operate,” said Josh Linden (pictured), head of digital distribution at Allianz UK.
Linden said the deal was an example of how Allianz is using digital trading to make its director of SME insurance at Superscript, said the partnership was another step in Superscript’s ambition to become the UK’s leading SME insurance distributor.
The London-headquartered broker, formerly known as Digital Risks, was the first UK-based insurtech to become a Lloyd’s broker. In March, it set out its next phase of growth, including a new regional hub in Glasgow and a round of senior promotions, among them Butler’s move to managing director for SME.
At the time, Superscript said it had expanded its partnership network by more than 25% over the previous year, and planned further strategic partnerships through 2026.
For Allianz, the deal adds a digital distribution route alongside its broker-led SME and mid-market offering. The insurer has been refreshing its Commercial Select sector propositions this autumn, starting with wholesale and retail in September and manufacturing this month.
A crowded online market
Online SME distribution is becoming more competitive. Simply Business, which passed one million UK customers this year, has just hired a new chief commercial officer and a new managing director for its in-house MGA, as it pushes to grow both distribution and underwriting.
For traditional brokers serving landlords and tradespeople, the deal adds a well-capitalised insurer behind another digital competitor. These are high-volume, low-premium segments where speed and convenience matter, and where digital brokers are winning share.
Delegated authority from a major composite also raises the bar for digital players without strong carrier backing. For brokers who trade with Allianz directly, the question is how the insurer prices and positions its products across digital partners and its traditional broker network. That’s worth watching as more insurers sign similar deals.
