1LINK and JazzSure Insurance, formerly known as TPL Insurance, have signed an agreement to introduce embedded insurance through 1BILL, expanding the range of services available within digital bill payment journeys in Pakistan. The agreement was signed at 1LINK’s headquarters, known as 1HQ, and is designed to give customers the option of obtaining insurance coverage while paying their bills through participating banks’ and billers’ mobile applications. Under the arrangement, customers will be able to opt for eligible insurance coverage during the bill payment process, with the insurance premium included in their bill payment. The partnership connects insurance access with an activity customers already carry out regularly, providing an additional channel through which insurance products can reach potential policyholders.
The agreement brings together 1LINK’s 1BILL bill payment service and JazzSure Insurance’s insurance offerings through an integrated payment arrangement. Rather than requiring customers to begin their journey through a separate insurance channel, the embedded model allows insurance to be presented within the existing bill payment process on participating platforms. Customers will have the option to select coverage where the service is available, while the associated premium will be incorporated into the bill payment. This approach is intended to make insurance more accessible by introducing the option at a familiar point in customers’ digital financial activities.
The partnership is also expected to expand the service offering available through 1BILL. Digital bill payment platforms already provide customers with a way to settle various payments through participating financial institutions and service providers. Integrating insurance into this process broadens the potential uses of the existing payment infrastructure, allowing it to support an additional financial service alongside bill settlement. For JazzSure Insurance, the arrangement provides an opportunity to reach customers through participating banks’ and billers’ mobile applications, extending the channels through which people can discover and purchase insurance coverage.
The agreement was signed by Muhammad Aminuddin, Chief Executive Officer of JazzSure Insurance, and Najeeb Agrawalla, Chief Executive Officer of 1LINK. Representatives from both organisations’ respective teams were present at the signing ceremony. The companies described the agreement as a step towards bringing insurance into the bill payments that customers make as part of their everyday routines. Their collaboration combines payment infrastructure with insurance distribution, creating a model in which customers can access an additional service through participating digital channels.
Embedded insurance has become a relevant area of development for financial technology providers because it places insurance options within existing customer transactions. By integrating coverage into a familiar digital journey, service providers can reduce the need for customers to navigate separate channels to explore available products. In the case of the 1LINK and JazzSure agreement, the bill payment process serves as the point where customers can choose whether to add insurance coverage. The option-based approach means that customers can decide whether to obtain coverage rather than insurance being automatically added to every transaction.
The initiative also reflects the wider role of partnerships in expanding Pakistan’s digital financial services ecosystem. Payment networks, banks, billers and insurance providers can use existing digital channels to introduce services to customers who regularly interact with mobile applications. Integrating insurance into these platforms may help increase awareness and provide additional opportunities for customers to access suitable coverage. The effectiveness of the arrangement will depend on the products made available, the participating platforms, customer awareness and the clarity of the information provided during the purchase process.
Through the 1BILL Embedded Insurance agreement, 1LINK and JazzSure Insurance aim to make insurance available within routine digital bill payments while expanding the services offered through their respective businesses. Although the announcement does not specify the insurance products, coverage limits, premiums, launch date or number of participating banks and billers, it establishes the framework for offering optional insurance through the relevant mobile applications. The partnership adds another use case to Pakistan’s digital payment infrastructure by connecting bill settlement with access to insurance, allowing customers to consider coverage during a transaction they already perform regularly.
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