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Augmented UW Ltd., the AI-driven managing general agent, has launched in London to serve the smart-follow insurance market.

The MGA was founded by Chief Executive Officer Daniel Prince, a leading executive in the London insurance market, who was formerly CEO of Rethink Underwriting.

Augmented will use artificial intelligence-enhanced algorithmic underwriting to build digital relationships between insurance carriers and brokers in the growing smart-follow market. The smart-follow market is a strategy where follow underwriters – insurers who provide capacity on a risk alongside a lead underwriter – use automated rules or processes to make decisions about which risks to underwrite.

Augmented has partnered with smart underwriting and placement insurtech Artificial Labs, which will provide technology and software tools for the newly created entity.

Augmented will offer digital underwriting to enable brokers to create their own in-house follow panels in London. Augmented said it will focus on combining enhanced underwriting – underwriting propositions that use data and technology to enhance decision-making – with Lloyd’s follow capacity to provide digital solutions for broker partners.

“I am delighted to be able to announce the launch of Augmented, an MGA focussed on the broker and insurer relationship to create a more sustainable London Market,” commented Prince in a statement.

“The London market is not broken. It needs a steady hand to implement new technologies, such as AI, to enhance the way insurance operates. Efficiency and accuracy can replace manual process and human error,” he said. “Brokers and carriers will, as a consequence, have a much smoother experience when doing business in the London insurance market.”

The start-up aims to bind its first risk in Q4 of 2025, initially targeting property and terrorism, before expanding into other lines in 2026.

“We are excited to be partnering with the team at Artificial. For us, their highly configurable platform offered the fastest route to market. Combined with our own MGA and data expertise, we’re building a powerful proposition for brokers and carriers alike,” Prince added.

“The idea is that brokers create their own vision of a placement strategy and then we enable it. Our solution is designed to be the most cost-effective, quickest to implement, and most configurable for brokers and carriers,” he said.

“London brokers and insurers have great relationships at both a strategic and tactical level, but what is missing is modern infrastructure and more efficient operations. We are not there to bring a panel of capacity to a broker but to provide the infrastructure to trade digitally,” Prince continued.

Topics Trends InsurTech Data Driven Artificial Intelligence New Markets Insurance Wholesale Market