The Insa insurance AI assistant, launched on Insurely‘s financial data infrastructure, claims to consolidate a user’s entire insurance picture in one place, and the early data suggests the picture is not a pretty one.
The product allows individuals to pull together all their insurance information regardless of provider, feeding it into an AI-driven assistant that analyses coverage, identifies gaps, and flags policies they may already be paying for elsewhere. The company says Insa uses Insurely’s pre-built user interface for data collection with BankID authentication, giving end users what it describes as a seamless consent experience.
What the user data actually shows
The headline numbers are worth pausing on. Insa says its users hold, on average, 5.5 insurance policies across up to 34 providers, paying around 12,000 SEK a year in premiums. More than half of users (57%) discover at least one potential duplicate: coverage they are already paying for through a credit card or employer. For those affected, the potential saving averages up to 2,100 SEK per year.
These are claims based on Insa’s own user base, not an independent audit. The methodology behind what counts as a “duplicate” is not disclosed in detail, and the phrase “potential duplicate” is doing meaningful work in that sentence. That said, the underlying observation (that insurance is fragmented and poorly understood by the people paying for it) is not a controversial one.
William Dahlgren, founder of Insa, attributed his choice of Insurely’s infrastructure to two factors: the breadth of data coverage across all provider types, and the credibility that comes with Insurely’s pre-built interface. ‘The breadth of the data (being able to collect across all providers regardless of insurer) and the credibility that comes with your pre-built UI were the two key reasons we chose Insurely,’ Dahlgren said. ‘It gives us credibility with our users, and it gives us the data foundation we need to build something that actually works.’
He was blunter in a second statement: ‘Insurance is one of the most opaque parts of people’s financial lives. The data tells a clear story, too many policies, too many gaps, too much money spent on coverage people already have elsewhere. Our job is to surface that story.’
Insurely’s infrastructure and the Insa insurance AI assistant
The infrastructure underpinning the product has been in development for some time. Insurely has been working since 2018 to aggregate and standardise insurance data, a category that in Europe is typically spread across multiple providers and formats with little consistency between them. The company’s original focus was supporting financial institutions managing customer financial information; the same data layer is now being used by companies building AI-based consumer products.
That shift (from institutional tool to consumer-facing application) is the story Insurely wants to tell about itself. Martin J. Gylfe, chief executive officer and co-founder of Insurely, said: ‘Insa is a great example of what becomes possible when AI meets structured, reliable financial data. The consumer use case for insurance intelligence is significant, and Insa is building exactly the kind of product this infrastructure was designed to enable.’
Gylfe’s framing positions Insurely as infrastructure, not product, a deliberate positioning that lets it benefit commercially from whatever consumer applications are built on top. Whether those applications deliver on their claims is a separate question, and one the market will answer over time.
For now, the Insa insurance AI assistant enters a space where user trust is hard-won and insurance providers have not historically made transparency easy. The 57% duplicate-discovery figure, if it holds at scale and under scrutiny, would be a genuine argument for the product’s utility. That scrutiny has yet to come.
