Innovation intelligence brief
Innovation intelligence brief
Social mobile phone insurance. Insure your phone with friends. Get up to 80% of your money back.
What became of it
Completed · High confidence · Last verified 2026-10-17
As catalogued
UK social mobile-phone insurance where users insured with friends and received up to 80% of premium back if their network stayed claim-free.
2026 reality
The SO-SURE website states that no new SO-SURE policies are offered; existing mobile phone and contents customers can still manage policies and claims. SO-SURE is a trading name of FCA-authorised Open Insurance Services UK Limited, which directs new mobile phone customers to its 'new brand' Huddle Insurance (Open's consumer brand).
Australian embedded insurer Open acquired SO-SURE, which had added home contents in 2021, in a deal that closed on 11 March 2024, using it as the base for its UK MGA operations and embedded mobile insurance. The SO-SURE brand was then closed to new business and replaced by Open's Huddle brand; the Huddle proposition as presented does not reference the social cashback mechanism.
under Open, SO-SURE's licence and phone/contents products became a UK springboard for Open's embedded and Huddle propositions, so the peer-to-peer cashback differentiation gave way to a conventional feature-led gadget cover.
SO-SURE is mainly a historical example of UK P2P-style 'social' insurance; its regulated platform lives on as Open's UK entry point.
Third taxonomy
REVIEW · Verified the 11 March 2024 closing (Insurance Edge), the MGA description and pre-2021 GBP 6.7m funding and 2021 contents expansion (Insurance Age), and the live SO-SURE page closing new business and pointing to Huddle. Clarified that the 2026 milestone is an observation date, not the closure date.
Documented evidence
Startseite
Online Distribution
Homepage 2019
Social Insurance
Replacement
Research interpretation
Classification paths, as catalogued, connect this example to the original insurance digitalization research models.