What share of eligible transactions actually convert to policies? Benchmarks from live journeys across motor, medical, travel, property and specialty lines.
Attach rate — the share of eligible transactions that include a policy — is the single number that decides whether embedded insurance is a feature or a business. This report benchmarks it across the five categories live on our platform, drawn from anonymised journey data over the last two quarters.
Headline benchmarks
- Motor at online car checkout: 28–36% attach, the highest of any category, driven by mandatory cover and perfect timing.
- Travel at visa application: 22–31% — small premiums, exact timing, near-zero consideration cost.
- SME medical at employee onboarding: 9–14% of eligible companies, but with premiums an order of magnitude higher per sale.
- Property at mortgage or lease signing: 6–11%, climbing as data pre-fill improves.
- Specialty (livestock, devices): 3–7%, loyal niches with no incumbent channel at all.
What moves the number
Three variables explain most of the variance between partners in the same category. Placement: offers inside the primary checkout outperform post-purchase pages by 3–5×. Pre-fill: every field the customer must type costs measurable conversion. Default state: a recommended plan pre-selected (with genuine choice one tap away) beats an open panel on every test we have run.
The gap between a median and a top-quartile partner in the same category is rarely the product. It is almost always the placement.
Reading the benchmarks honestly
These ranges come from platforms that treat insurance as a product line with an owner and a dashboard. A widget bolted on after launch performs below every range in this report. Benchmarks are a map of what disciplined execution earns — not what integration alone guarantees.
Full methodology, cohort definitions and per-category funnels are available to partners on request.