Innovation intelligence brief
Innovation intelligence brief
Swiss Re’s iptiQ and IKEA announced the launch of HEMSÄKER, a home insurance offering which provides easily accessible protection at an affordable price. HEMSÄKER, which can be purchased online via the IKEA website in a matter of minutes, was created to extend home insurance to more people and in turn increase their financial resilience.
What became of it
Reviewed · Medium confidence · Last verified 2026-10-17
As catalogued
Retailer-embedded home contents and private liability insurance sold online by IKEA, with Swiss Re's B2B2C platform iptiQ as risk carrier and operator of all customer touchpoints; flexible cover and cancellation with next-day effect.
2026 reality
Swiss Re exited iptiQ: Allianz Direct completed the acquisition of iptiQ EMEA P&C S.A. (the Luxembourg risk carrier with operations incl. Switzerland, all distribution agreements and over 130,000 customers) on 1 July 2025, and the entity was subsequently merged cross-border into Allianz Direct; iptiQ states the brand is being replaced by Allianz Direct. Whether HEMSÄKER is still sold in Switzerland or Singapore in 2026 was not confirmed; insurance.ikea.ch refused connections on 2026-10-17.
The product's risk carrier changed hands from Swiss Re (iptiQ) to Allianz Direct with the sale of iptiQ's European P&C business (announced November 2024, closed 1 July 2025). No evidence was found on changes to the HEMSÄKER product itself.
the change was driven by the carrier, not the product; Swiss Re concluded it was not the best long-term owner of its primary B2B2C platform and exited iptiQ entirely.
a reference case for retailer-embedded home insurance in Switzerland; its continuation now depends on Allianz Direct's B2B2C strategy.
Third taxonomy
REVIEW · Verified via Allianz Direct's press release that the iptiQ EMEA P&C acquisition closed on 2025-07-01; corrected the announcement date to 2024-11, replaced the Insurance Edge source (which does not mention the Allianz Direct deal) and added the Dec 2025 cross-border merger. HEMSÄKER's 2026 availability remains unverified.
Documented evidence
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Research interpretation
Classification paths, as catalogued, connect this example to the original insurance digitalization research models.