[Founder name]
[Title]
Short bio paragraph. Two or three sentences. Background, what they're focused on at Flex, optional personal note.
Embedding insurance into purchases since 2007.
Flex Embedded is the company behind PetRx by Flex and FlexProtect. We came from the travel-insurance world, where we built embedded programs for major airlines and travel platforms. We brought that playbook to ecommerce — and we're making it easier than ever for retailers to offer real protection to their customers.
The story
From airline cart to checkout cart.
Ancillary revenueHow airlines actually make money.
Tickets · 65%
Ancillaries · 35%
But up to 60% of operating profit comes from ancillaries ↑
Global airline ancillary revenue (2023)
$118B+
Share of total revenue at top US carriers
~35%
Of operating profit from ancillary lines
Up to 60%
For nearly two decades the Flex team built embedded travel-insurance programs for the largest airlines and travel platforms in the world. Insurance had to fit a moment — the moment someone was choosing a flight, a cruise, a vacation. Get the offer right and the take rate moved. Get it wrong and it was just clutter.
When we looked at ecommerce, we saw the same shape: a moment of purchase, a real need for protection, and an enormous gap between what carriers offer and what retailers can actually surface to their customers. We built Flex Embedded to close that gap.
We don't think of ourselves as an insurance company. We're a tech company that knows insurance — and we know how to put it where customers will actually use it.
Embedded protection is to ecommerce what travel insurance was to airlines: a high-margin revenue line that lives at the moment of purchase, with no engineering work and no support burden for the store.
Who's building this
The team.
[Founder name]
[Title]
Short bio paragraph. Two or three sentences.
[Founder name]
[Title]
Short bio paragraph. Two or three sentences.
Carriers
Trusted carriers stand behind every product we ship.
Warranty insurance
AIG
FlexProtect plans are insurance products underwritten by AIG, one of the world's largest and most financially stable insurers. We are the marketer and program operator. AIG is the insurer.
Pet insurance
Healthy Paws
Pet insurance offered through PetRx by Flex is provided by Healthy Paws, a leading US pet insurer. We surface their quotes alongside the free savings card.
Track record
Embedded insurance is not new to us.
Flex's founding team built embedded travel-insurance programs for major airlines and travel platforms long before “embedded insurance” was a category. We learned what it takes to make protection feel like a useful add — not a shakedown.
$1.4B
Gross written premium delivered
Cumulative, across partner programs since 2007.
Want to talk?
Whether you're a retailer, a carrier, or just curious about how this all works — we'd like to hear from you.