“Polly”: Insurance Distributor for Mums Offers First Fully Digital Underwriting Solution to Meet Changing Needs of UK Customers

CLARK, Europe’s leading digital insurance broker is transforming the insurance experience with the launch of its first fully digital underwriting solution in the UK through its brand Polly. This Digital Pathway is set to go live on Monday, February 10th, offering a seamless, fully online experience tailored to make life insurance more accessible, inclusive, and convenient.

Addressing critical customer needs in a digital environment

Polly is CLARK’s insurance brand, specifically tailored for UK mums of all ages. Initially started in 2015 as a life insurance brand, Polly expanded its distribution portfolio to include a wide range of insurance products such as income protection, critical illness, and household cover to help more than 750,000 mums in the UK protect their families’ financial futures. Polly’s Life and Serious Illness Cover (SIC) products are underwritten and manufactured by the Swiss Re subsidiary, iptiQ.

With the introduction of the Digital Pathway for life insurance products, Polly now fills a major gap in the industry: accessibility and convenience for customers who prefer or require digital-first solutions when purchasing insurance products. With 23% of 18-34-year-olds never answering calls and over half assuming unexpected calls bring bad news (1), Polly’s solution empowers customers to manage their insurance needs entirely online, independently, and on their own terms.

Technology meets inclusivity

“This innovation is not only about efficiency—it’s about inclusivity,” says Joshua Sargent, CEO of CLARK UK. The Digital Pathway ensures that customers, whether too busy for a phone call, preferring an alternative to one-on-one phone interaction, or even facing accessibility challenges like hearing impairments can access customised insurance recommendations in a secure and user-friendly way.

The platform uses cutting-edge technology to analyse a customer’s unique life situation, existing insurance coverage, and personal preferences through an intuitive questionnaire. Based on this information, it identifies their needs and delivers real-time, tailored recommendations. While the process is fully automated, the CLARK UK expert team remains available for personal assistance, ensuring a human touch when needed.

A UK milestone for scaling insurtech

As a tech-driven initiative, the Digital Pathway embodies CLARK’s broader growth strategy in the UK and ambition of leading the market with innovative, customer-first insurance solutions. Having scaled from a team of 5 to 167 employees, CLARK UK is leveraging this technology to further expand its capabilities to help individuals protect what matters most in their lives. “This marks a significant step in redefining digital insurance distribution, ensuring that protection reaches those who need it most, in the way they prefer.” says Richard Kerton, Chief Distribution Officer of CLARK UK. The Launch of Polly’s Digital Pathway sets the stage for broader applications of this technology reflecting CLARK’s long-term commitment to transforming how customers engage with insurance. Later this year, CLARK plans to also roll out the Digital Pathway for its brand TOM, which is specifically focused on insurance for dads.