Cardiff-Headquartered Admiral Business Partners with ANNA Money to Expand Embedded Insurance for SMEs
01 July, 2026
Cardiff-Headquartered Admiral Business Partners with ANNA Money to Expand Embedded Insurance for SMEs
Admiral Business, part of Cardiff-headquartered Admiral Group, has announced a new partnership with ANNA Money to make business insurance more accessible for SMEs by embedding it into everyday business administration.
The collaboration will introduce Admiral Business’ insurance products to ANNA Money’s customer journey, helping freelancers, contractors and small businesses access cover at key stages such as company formation and early growth.
The partnership reflects the continued growth of embedded finance, integrating insurance into the digital platforms and services that businesses already use rather than requiring them to seek cover separately.
Recent research from the Association of British Insurers (ABI) found that 28% of sole traders have no insurance, while many SMEs remain underinsured despite recognising the risks they face. Admiral Business and ANNA Money aim to address this gap by making insurance available at the moments businesses are making important financial and operational decisions.
ANNA Money supports more than 100,000 customers with business banking, invoicing, tax and administration through its AI-powered platform. Under the partnership, customers will also be able to explore tailored business insurance products, including public liability, professional indemnity and tools insurance, through a co-branded Admiral Business experience.
Emma Huntington, CEO of Admiral Pioneer, said:
“This partnership brings together two areas that often sit separately, business admin and insurance, helping customers take care of both in a simple, joined-up way. By working with ANNA Money, we’re supporting customers where they are, making it easier for small business owners to put the right protection in place and focus on what matters most: running their business.”
Boris Diakonov, co-CEO at ANNA, added:
“Small business owners don’t need more admin – they need simple access to the services that help them run and grow. Admiral Business’ specialist insurance and top-rated customer service and claims support make them a natural choice for our customers.”
The announcement forms part of Admiral Business’ wider distribution strategy, expanding its presence across digital platforms as embedded insurance continues to become an increasingly important part of the fintech landscape.
As one of Wales’ leading fintech businesses, Admiral’s latest partnership highlights the growing role of embedded financial services in simplifying essential business tasks and improving access to protection for SMEs.