From first sandbox call to 5,000+ policies: the integration decisions, the checkout design, and the numbers behind the Kingdom's largest embedded motor book.
Syarah sells cars online — thousands a month, end to end, financing included. Every one of those cars needs insurance on day one. This is the story of how that obligation became a product line.
The starting point
Before embedding, Syarah's buyers left the platform to find cover: a broker call, a comparison site, a day of delay before the car could be delivered. Syarah earned nothing from any of it and owned none of the experience.
The build
The integration used the price comparison mode: at checkout, buyers see live offers from the licensed panel — TPL and comprehensive, priced against the exact vehicle already in the order. The vehicle data Syarah holds pre-fills everything; the quote is one screen, the purchase one tap, and the policy issues before delivery is scheduled.
- Sandbox to first issued policy: 26 hours.
- No insurance license required on Syarah's side — distribution runs under Yasmina's Insurance Authority approval.
- Same-day settlement of the certificate into the buyer's delivery documents.
The numbers
Within four months, one in three cars sold on Syarah left the lot with a policy attached at checkout.
The book crossed 5,000 policies with comprehensive share climbing month over month — and because revenue share steps up with monthly volume, Syarah's effective rate per policy grew as the book did. Insurance is now a forecastable line on Syarah's P&L, reviewed in the same meeting as financing.
What made it work
Three decisions mattered: keeping the offer inside the existing checkout rather than a separate step, defaulting to the recommended plan while keeping the panel one tap away, and treating attach rate as a product metric with an owner. The lesson generalises: the platforms that win embedded insurance run it like a product, not a partnership.