Affinity

With our Howden Affinity business unit, we offer target-group-specific insurance solutions that start where people live, work, and engage:

Whether associations, organizations, or companies – Affinity stands for tailored protection that integrates seamlessly into existing offerings and structures.

What is Affinity?

By Affinity, we mean the integration of insurance solutions into the products of our partners, such as associations, companies, and service providers.

The primary goal is to create genuine customer value. The focus is explicitly not on covering existential business risks.

Through Affinity – also known as Embedded Insurance Solutions – we create added value for all parties involved. In doing so, we are not just an insurance broker; we build an ecosystem that connects our clients, insurers, and technology providers. 

Paths to Integrated Protection – with Howden Affinity

More and more manufacturers and retailers want to offer their customers not just machines or products, but complete solutions that intelligently combine service, security, and insurance coverage.

This is exactly where Howden Affinity comes in: Together with manufacturers and insurers, we develop tailor-made Affinity concepts that integrate seamlessly into existing sales and service processes – digital, efficient, and legally compliant.

Every integration of an insurance or protection solution is unique.

We work with our partners to analyze existing structures, identify relevant risks, and design the right solution – from a simple referral model to fully integrated product protection.

Why is Affinity important?

• Customer Proximity: Affinity products are present where customers need them – in everyday life, at work, in associations. Companies gain deeper insights into their own customers and products.
• Growth Potential: Affinity opens up new business areas and sustainably strengthens market position. Companies expand their core products and secure competitive advantages.
• Innovation: By integrating into digital ecosystems and platforms, modern insurance solutions emerge that can be adapted flexibly.
• Trust: Collaboration with established partners creates credibility and facilitates access to new target groups. With mandatory integration, companies position themselves as premium providers (e.g., through extended warranties).
• Added Value: Additional revenue opportunities arise through participation in earned commissions.

Affinity stands for collaborative partnerships, innovative product design, and a clear focus on target groups – with the ambition to rethink insurance and make it sustainable.

Our services in the Affinity segment are divided into two main areas:

1. From Idea to Product – Development, Strategy, and Legal Review
2. From Product to Success – Implementation, Optimization, and Ongoing Support

From Idea to Product

• Research & Business Case: We analyze our clients’ target groups to understand how Affinity solutions can best meet their needs.
• Legal Review: We examine the current legal framework and advise our clients on suitable distribution models and regulatory requirements.
• Sales Strategy: Together, we develop a tailored sales strategy. This includes advising on the selection of appropriate sales channels and designing a strong Affinity insurance program.
• Product and Insurer Management: After a thorough analysis of the client portfolio, we conduct a needs assessment, prepare tenders, and identify suitable risk carriers and insurance partners.

From Product to Success

• Processes and IT: We design efficient sales, reporting, and claims processes. In addition, we support the selection and integration of IT systems or software solutions from risk carriers when these are part of the Affinity project.
• Marketing: Our experts assist in creating marketing materials in close collaboration with our clients’ internal marketing teams – or handle implementation directly through Howden’s professional marketing unit.
• Training: We provide targeted training for our clients’ sales teams on the respective insurance products, ensuring they are fully prepared to advise end customers competently and deliver real added value.
• Reporting and Ongoing Support: We regularly monitor the profitability and performance of programs, prepare evaluations, and provide recommendations to ensure long-term satisfaction for all parties involved.