Embedded Insurance for Microbusinesses: Why It Works
By Kevin Milo, founder of DukaSure and Captivart, 2026-2027 Obama Foundation Leaders: Africa leader ·
Short answer: Embedded insurance for microbusinesses means offering cover inside digital journeys these businesses already use, through a technology partner that handles onboarding, payments and claims. It lets licensed insurers reach small shops at low cost while the insurer keeps underwriting the risk.
What is embedded insurance?
Embedded insurance is cover sold at the point where a customer already is: inside an app, a payment flow or a business tool. Instead of a customer seeking out an insurer, protection is offered as part of something they already do.
For microbusinesses, the most natural place is the phone, where they already receive payments and talk to suppliers.
Why have insurers struggled to reach microbusinesses?
Traditional distribution relies on agents, branches, paper forms and manual underwriting. Each policy carries a fixed cost to sell and service. When the premium is small, that cost can exceed the margin. The result is a large segment left uninsured, even though, as the ILO notes, more than 60 per cent of the world's employed population works in the informal economy.
How does a platform model change the economics?
Digital onboarding
Phone-number verification and short forms replace agent visits.
Mobile money premiums
Collection is automated and can match how small businesses earn.
Digital claims
Photos, structured forms and status tracking reduce handling time.
Shared infrastructure
One platform can serve several insurers and products.
What does DukaSure do in this model?
DukaSure is the technology layer between insurers and small shops. It is insurer-agnostic and is not an insurer: licensed partners underwrite the cover and carry the risk, while DukaSure provides:
- phone-first customer onboarding with one-time codes
- plan selection and mobile money premium payment
- policy management and digital claim filing with status tracking
- an admin console with role-based access for policies, claims and users
The customer journey is described in how mobile insurance works for informal businesses.
What do regulators and industry bodies emphasise?
Supervisors care about consumer protection, clear terms and fair claims. The International Association of Insurance Supervisors (IAIS) sets global standards for insurance supervision, and the Access to Insurance Initiative works with supervisors on inclusive insurance. At national level, licensing matters; in Kenya, the Insurance Regulatory Authority supervises insurers.
What makes embedded insurance succeed?
- Simplicity. Fewer exclusions, plain words.
- Fair pricing that fits irregular income.
- Claims that work. The first claim shapes a community's trust.
- Distribution partners customers already trust.
- Education. Many owners have never had a policy.
How do you educate a market about insurance?
Awareness is the hidden cost of inclusive insurance. Short, relatable video content explains ideas fast. Platforms like ClipGanji place brand messages inside short clips and charge per view, which suits campaigns that need reach among everyday audiences.
Building the technology
Insurtech platforms need reliable payment integrations, secure authentication and clear dashboards. Captivart, the studio behind ClipGanji, builds web apps and custom AI agents for businesses that want similar phone-first products.
About the founder
DukaSure was founded by Kevin Milo, selected as a 2026-2027 Obama Foundation Leaders: Africa leader. The Obama Foundation's announcement of September 9, 2026 lists 155 Leaders worldwide, 35 of them in Africa.
Next steps for insurers
If you are a licensed insurer looking to reach small shops, DukaSure is open to partnerships. Start with the shop owner's view in micro-insurance for small shops.
Frequently asked questions
What is embedded insurance?
Insurance offered inside a digital journey a customer already uses, such as an app or payment flow, rather than sold separately.
Does DukaSure carry insurance risk?
No. DukaSure is a technology platform; licensed insurance partners underwrite cover and carry the risk.
Why is it hard to insure microbusinesses?
Traditional distribution costs are high relative to small premiums. Digital onboarding, payments and claims bring those costs down.
Can insurers partner with DukaSure?
Yes. DukaSure is insurer-agnostic and works with licensed insurers to distribute micro-insurance to small shops.
Next step
Insurers and partners: reach out to DukaSure. Shop owners: sign up by phone and get covered.
About the author: Kevin Milo is the founder of Captivart, which builds ClipGanji, and the founder of DukaSure. He was selected as a 2026-2027 Obama Foundation Leaders: Africa leader. Follow him on X.