Amazon Pay's move into health and travel insurance, after partnering with HDFC ERGO and distributing vehicle cover, marks another step in embedded insurance in India. The model is simple once you separate the seller from the insurer.
Who is who
Amazon Pay is a registered corporate agent. It distributes policies manufactured and underwritten by licensed insurers such as HDFC ERGO and Acko. The app is the shop; the insurer carries the risk and pays the claim.
Why platforms matter
Distribution has moved from agents to aggregators, banks and now payment platforms. Embedded selling widens reach and convenience, but it also compresses the advice step. Comparison is faster; understanding of exclusions, waiting periods and networks is not.
What to check before you tap buy
- Name the insurer behind the product and read its claim process.
- Confirm the seller is a registered corporate agent on
irdai.gov.in. - Check waiting periods, exclusions, room-rent or sub-limits and network hospitals for health; medical, baggage and cancellation limits for travel.
- Save the policy document and the insurer's grievance contact, not just the app order.
Watch next
More insurer partnerships and possible IRDAI conduct guidance for embedded distribution, following its existing focus on corporate-agent suitability and disclosure.