New Embedded Insurance Platform Embri Seeks to Redefine Luxury Retail Protection

The British InsurTech offers integrated and embedded insurance solutions tailored for the high-end luxury retail sector.

(Image source: Embri homepage.)

Embri (London), an embedded insurance platform, has launched today, offering what it calls groundbreaking integrated and embedded insurance solutions tailored for the high-end luxury retail sector. Embri says aims to revolutionize the way luxury retailers provide insurance solutions to their clientele. The company says that by seamlessly integrating insurance offerings into the purchasing process, whether online or in-store, it ensures that customers have immediate coverage at the point of purchase, eliminating the need for them to leave the store or step outside their homes unprotected.

Retail veteran Robert McCarthy has assumed the role of non-executive Chairman of Embri, bringing relevant experience in the retail sector to the new startup. McCarthy previously held key positions at prominent British retail firms John Lewis, Direct Wines, Waitrose and WH Smith.

“The team have spent over a year in research and development talking to luxury retail brands and insurers,” McCarthy comments. “Embri fills a crucial gap in the luxury retail market by offering seamless insurance solutions precisely when customers need them most. Our platform offers fresh thinking, relevance, convenience and security—enhancing the customer experience while simultaneously unlocking new revenue streams for retailers.”

Commenting on the expanding opportunity of the luxury brand market, Embri notes that, in the U.K. alone, more than £15 billion will be invested in luxury goods in 2024, yet scarcely any of these items will be insured at the moment of purchase. By 2028, consumer spending on luxury items is projected to surpass £20 billion. Embri says its goal is to empower buyers of these goods, allowing them to insure their valued purchases with just one click at the point of sale for the first time in the market.

“Luxury item theft, particularly of high-value watches, is on the rise, yet many purchasers remain unaware of their insurance options,” comments Craig Harper-Aston, Strategic Advisor, Embri. “Embri’s embedded insurance provides a much-needed solution, offering both retailers and customers the peace of mind they deserve.”

A Freedom of Information Act, requested in 2023 by Watchfinder & Co, into the theft of luxury watches found that watch-related theft and loss had surged in the U.K., with the value of stolen luxury watches reaching £1.5 billion. The Watch Register, the world’s largest watch database, reported 7,344 reported cases of stolen watches to the Metropolitan Police, amounting to a total value of £44 million during the same year.

Streamlining Purchasing Process, Reinforcing Customer Loyalty

“Embri was developed with the consumer front and center,” comments Simon Ball, Director, Embri. “The loyalty consumers feel for luxury brands can be further developed with this demonstrable commitment to quality and security. Our platform streamlines the insurance purchasing process, saving time and effort for both parties, and delivering insurance that is hyper tailored to the luxury item being purchased, and active at the point of sale.

“Whilst the luxury goods market shows resilience, theft of high end watches continues to rise with it, and the increasing importance of having appropriate insurance cover in place to protect these purchases,” Ball adds.

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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