Innovation intelligence brief
Innovation intelligence brief
Added by the 2026 Swiss InsurTech research (issue #41) from public sources, not by the original academic study (Stoeckli, Dremel & Uebernickel). Its 2016 and 2017 classifications apply the original taxonomy definitions but were not validated by that study. All innovations in this cohort · Methodology ↗
Telecom-embedded 'switch-on' insurance range sold and managed in My Swisscom: policies bought online in a few clicks, premiums paid monthly on the Swisscom bill, most cancellable with 14 days' notice to month-end and adjustable monthly, underwritten by partner insurers.
Research profile · Swiss Innovation · 2021–2026
Classification notes · Corporate initiative of a non-insurer (telecom), hence company status corporate-initiative and role collaboration (products co-developed with several insurers), consistent with the Mobiliar & Raiffeisen and Ikea HEMSAKER calibration records. A trade-press mention that Swisscom uses the EMIL Group platform was not verified. The 2026 consumer label shifted to 'Versicherungs-Abos'; whether 'sure' is still the official sub-brand is unclear.
What became of it
Completed · High confidence · Last verified 2026-10-18
At launch
A Swiss telecom turning insurance into a 'switch-on' subscription service inside its customer app, with monthly flexibility uncommon in Swiss non-life contracts.
2026 reality
Active; the 2026 Swisscom page markets the range as 'Versicherungs-Abos' (insurance subscriptions, 'sure' assets still used) with household contents/liability, rental deposit, travel, leisure and bicycle cover, paid via the Swisscom bill and available only to Swisscom customers. Legal protection (2024) and AXA-ARAG cyber cover (2025) were added after launch; the offer was presented as a Swiss Insurance Innovation Award candidate.
Expanded from household/liability and leisure (April 2024) and rental deposit insurance to legal protection (2024), travel insurance from ERV and cyber insurance from AXA-ARAG (by January 2025) and bicycle cover (2026 page). The pre-existing Easy Cyber Insurance and Easy Protection device cover were the base that Swisscom extended under the 'sure' name.
one of the most visible Swiss embedded-insurance programmes by a non-insurer, using billing and app reach; it competes directly with insurers' own digital channels.
Third taxonomy
REVIEW · Verifier: merged the seg3 version's Horizont and IT Reseller launch sources and added the current Swisscom product page; Coverager source URL normalised and dated 2025-01-13. reality2026 updated to the 2026 'Versicherungs-Abos' range (adds bicycle cover; cyber and legal protection not visible on the overview page).
Research interpretation
Classified by the Swiss Innovation · 2021–2026 research, applying the original models' definitions. Not a classification by the original study.