
Setoo is an innovative insurance platform that empowers e-businesses in the travel and leisure sectors to create and distribute personalized insurance products. By leveraging its insurance-as-a-service model, Setoo enables businesses to integrate claims-free insurance solutions into their customer journeys, addressing specific consumer concerns such as trip cancellations and lost luggage. The platform stands out for its ability to deliver a seamless customer experience, allowing businesses to generate ancillary revenue while enhancing customer satisfaction. Funded by Kamet and backed by AXA, Setoo is positioned as a leader in the embedded insurance market, with a strong focus on automation and AI-driven solutions.

Setoo is an innovative insurance platform that empowers e-businesses in the travel and leisure sectors to create and distribute personalized insurance products. By leveraging its insurance-as-a-service model, Setoo enables businesses to integrate claims-free insurance solutions into their customer journeys, addressing specific consumer concerns such as trip cancellations and lost luggage. The platform stands out for its ability to deliver a seamless customer experience, allowing businesses to generate ancillary revenue while enhancing customer satisfaction. Funded by Kamet and backed by AXA, Setoo is positioned as a leader in the embedded insurance market, with a strong focus on automation and AI-driven solutions.
What they do: Parametric insurance-as-a-service platform for embedding protection products into e-commerce and travel flows
Founded: 2016–2017 (company profiles list founding around this period)
HQ: Kidlington, Oxfordshire, UK
Notable backers: Kamet / AXA
Exit / merger: Merged with Pattern (announced July 2021)
Embedded insurance for e-commerce and travel (micro-protection like trip cancellation and lost luggage).
2017
Insurtech / Embedded Insurance
€8,000,000
Reported as $9.3M in coverage; total disclosed raised at that time cited as €10.3M (~$12M)
“Backed by Kamet / AXA”