Tide, the UK-based business financial platform, has launched ‘Tide Insurance’, a new embedded service designed to provide small and medium-sized businesses (SMEs) with direct access to tailored insurance products.
The new offering is being launched in partnership with Admiral Business and marks a significant expansion of Tide’s ecosystem, moving beyond banking and admin tools into financial protection. The service will be embedded directly within the Tide app, allowing members to secure cover alongside their daily business banking activities.
Simplifying protection through data
The launch addresses a persistent issue in the small business sector: underinsurance. Many SMEs remain exposed to significant financial risks due to the complexity and administrative burden often associated with securing appropriate cover.
Tide aims to solve this by leveraging the data it already holds on its members. By utilising information such as business turnover, industry classification, and employee numbers, the app can pre-populate insurance applications. This “connected” approach removes the need for repetitive form-filling, significantly speeding up the journey from quote to cover.
Oliver Prill, CEO at Tide, commented: “We’re constantly looking for ways to save our members time and make running a business simpler. Tide Insurance brings seamless, tailored insurance directly into the Tide app – so SMBs can protect themselves and their teams without wasting hours on paperwork.
“For too long, small businesses have been underserved and underinsured. Tide Insurance helps bridge that gap by making insurance more accessible, relevant and easy to manage alongside everything else they do with Tide.”
Strategic partnership with Admiral
For the initial rollout, Tide has selected Admiral Business as its partner, leveraging the insurer’s established pedigree in the UK market. The service will launch with three core products deemed critical for business continuity:
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Employers’ Liability: Essential for businesses with staff.
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Public Liability: Protection against claims from the public.
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Professional Indemnity: Cover for businesses providing advice or professional services.
Emma Huntington, CEO at Admiral Business, said: “We’re excited to partner with Tide to embed tailored insurance directly into their app, making protection more accessible and seamless for SMEs. This reflects our drive to challenge convention and use innovation to make insurance smarter and faster.
“By fusing our insurance expertise with Tide’s smart digital tools, we’re simplifying protection and integrating it into everyday business banking. It’s a step towards our ambition to make insurance easier to access and understand.”
Expanding the ‘Business Operating System’
This move aligns with Tide’s broader strategy to become a comprehensive “operating system” for small businesses. Since its launch in 2017, the platform has grown rapidly, now serving nearly 800,000 SME members in the UK—representing over 14 per cent of the market.
By adding insurance to a suite of services that already includes business accounts, invoicing, payroll, and expense management, Tide is deepening its integration into the daily operations of its members. This retention strategy is increasingly common among fintechs looking to increase customer lifetime value and reduce churn.
The announcement follows a period of significant international activity for Tide, which has over 800,000 members in India and recently launched operations in Germany (May 2024) and France (September 2025).
The insurance product will begin rolling out to Tide members imminently, with the company confirming that further product enhancements and broader coverage options are planned for 2026.
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