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
Ancillary revenueBut 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
Co-Founder, Technology & Strategy
Scott leads technology and strategy at Flex Embedded. Before co-founding the company, he was Global Head of Innovation at Cover-More/Zurich, where he built Impulse — the AWS-based optimization platform behind $800M+ in annual partner sales — and Mosaic, an AI system that automates online insurance buying. Two decades of building the technology that powers embedded insurance, now pointed at ecommerce.
LinkedInCo-Founder, Marketing & Strategy
Matthew leads marketing and brand strategy at Flex Embedded. Before co-founding the company, he was Executive Creative Director for global innovation at Cover-More/Zurich, shaping the brand, UX, and go-to-market for embedded protection programs. Two decades of creative leadership at Innate Agency, including award-winning campaigns for GEICO, Allianz, and Fannie Mae, now pointed at ecommerce.
LinkedInCo-Founder, Insurance & Strategy
Bob leads insurance strategy at Flex Embedded. Before co-founding the company, he was CEO of Fusion at Allianz Partners — a patented embedded-insurance platform that ran across 50+ ecommerce partners in 39 countries and delivered $750M+ in incremental revenue for clients. Three decades architecting embedded sales programs across insurance, loyalty, and travel, now pointed at ecommerce.
LinkedInCarriers
Warranty insurance
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
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
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
Average Annual GWP
Through partner programs since 2007.
Whether you're a retailer, a carrier, or just curious about how this all works — we'd like to hear from you.
