Coffee with Jordi Pages: embedded insurance and disruption from Weecover

The Bankinter Innovation Foundation’s “Coffee with Entrepreneurs” initiative brings you closer to leaders in the Spanish entrepreneurial ecosystem to learn first-hand about their trajectories, learnings and vision of the future.

Our latest Coffee was with Jordi Pages, CEO and co-founder of Weecover, a startup that is revolutionizing the insurance sector thanks to a technology that allows insurance to be embedded almost invisibly in any digital sales channel. In other words, “Embedded Insurance“ with an impeccable user experience.

In his conversation with José Carlos Huerta, our Director of the Startups Program, Jordi shares his professional journey, his move from large companies to entrepreneurship and how Weecover is simplifying a historically opaque and complex process. And yes, he also left some advice for those who are thinking of starting a business.

Here you can see the Coffee with Jordi Pages:

Coffee with Coffee with Jordi Pages

Below, we summarize the coffee with Jordi:

Jordi Pages: as a child he already wanted to be an insurer (yes, really)

There is a phrase that is repeated a lot in the world of insurance: “no one enters this sector by vocation, we all arrive on the rebound”. But Jordi is the exception. From a very young age it was clear to her that she wanted to work in insurance. He studied Economics, with a specialty in the actuarial area, a technical and mathematical profile oriented to the calculation of risks and probabilities. A perfect career to thoroughly understand the fundamentals of the insurance business.

His first job was in an insurance company linked to Caixa Catalunya. There, in a young and dynamic environment, he started in the technical area, developing products from scratch. But he quickly realized that his true calling was closer to the customer and the business than to spreadsheets.

The change did not take long to arrive. He assumed responsibilities in product and sales in other companies, until arriving in Zurich, where in 2000 he began a journey that led him to lead the operational transformation of the company in Spain and then to lead the entire sales area. Later, he was part of Zurich’s European board, handling distribution in several countries on the continent. A brilliant corporate career, but one that left a thorn in its side: entrepreneurship.

The leap to entrepreneurship: from corporate to a startup

After more than two decades in large companies, Jordi decided to make a radical turn. He wanted to launch his own project and was clear about which sector to do it in: in the insurance industry, where he had detected a clear opportunity after years of closely observing its inefficiencies.

That opportunity had a name: the lack of technology that connected insurers and digital sales channels. Jordi and his partner, Rafa Gallardo, saw an obvious gap. Insurers wanted to sell more in new digital environments, but they didn’t know how. And retailers or e-commerce platforms wanted to offer insurance as part of their offering, but they had neither the technology nor the expertise to integrate it. A translator, a connector was missing. Weecover was missing.

What is Weecover and what makes it different

Weecover is not an insurer, nor is it a traditional broker. It is a technology startup specialising in embedded insurance, a model that allows personalised insurance to be integrated almost invisibly into the purchase process of any digital product or service.

The differential is not only in what it offers, but in how it does it. While the insurance sector drags a logic of generic products, slow processes and little flexibility, Weecover is born from technology, with an API-first, modular and agile mentality, which allows it to adapt to the most demanding digital environments.

Its proposal focuses on three pillars:

1. Technology as a real enabler, not cosmetic

Weecover is not just a “middleware” that connects parts. It has developed its own platform, with an engine that allows you to manage complex insurance products, create end-user journeys, and deploy custom integrations in a matter of days. This allows them to scale without losing the ability to adapt to each customer.

2. Experience design: insurance as part of the journey, not as an obstacle

Traditionally, taking out insurance involved a parallel process, full of friction. Weecover integrates insurance right where it makes sense: when you’re buying a mobile, booking a trip, or renting a car. The experience is designed so that the insurance does not interrupt the main purchase, but complements it. The key is in personalization and context.

3. Ecosystem vision: connecting insurers, distributors, and platforms

Weecover acts as a common infrastructure that connects all the players in the digital insurance ecosystem: insurance companies looking for new channels, brokers that want to scale frictionlessly, e-commerce platforms that want to offer added value or fintechs that are looking for protection embedded in their products. It does this through a modular architecture and with partnership logic, not imposition.

In addition, its proposal allows the creation of insurance products tailored to each channel or end customer, something that was unthinkable in the sector until now. This allows, for example, to offer insurance by the day, by use, or with dynamic coverage depending on the context, something increasingly demanded by younger generations.

4. Data and business intelligence

Another key differentiator is the ability to generate valuable real-time insights into how users interact with insurance offerings. This allows customers (retailers, e-commerce, digital platforms) to optimize conversion, better understand consumer behavior and adapt the insurance offer continuously.

In short, Weecover does not digitize what already existed. It rethinks how insurance should be distributed in a digital world, where the user expects immediacy, personalization and simplicity. It is a key piece in making protection a natural part of digital consumption.

Why now? Speed, opportunity cost, and competitive advantage

One of the great bottlenecks of innovation in insurance is time. Launching a new product or distribution channel with a traditional insurer can take anywhere from 12 to 18 months. The process typically involves multiple layers of internal validation, ad hoc technology development, regulatory compliance, and a complex integration curve.

Weecover breaks that logic in the bud. Its technology allows you to have a functional embedded insurance solution in just 3 or 4 weeks. It’s not a demo. It is a complete product, ready to operate in production, customizable to the digital journey of each customer.

What used to force you to ask for a quote, assemble a team, go through three committees and wait a year, can be tested with us in less than a month. That’s a game-changer, because it allows you to test, iterate, launch, and scale. At digital speed, says Jordi.

And that speed has a direct impact on opportunity cost. In a market where speed to market is key – due to seasonality, commercial windows or competitive pressure – taking a year to launch something is equivalent to losing it. Weecover allows “go to market” to adapt to the real rhythm of digital platforms.

And compared to the competition?

Here too there is a clear differential. In the insurtech ecosystem there are three main models:

• Traditional insurers with in-house digital teams, which try to modernize their channels, but continue to operate with heavy structures, little agility and long deployment cycles.
• Digital agencies or brokers that offer embedded products, but with a more commercial than technological focus. Their proposal is usually rigid and dependent on agreements closed with specific insurers.
• Other niche-focused insurtechs launch embedded products for specific sectors, but without a versatile, scalable, or integrable platform across different industries.

Weecover is positioned in a different space: as a horizontal technology platform, capable of integrating any insurance product into any channel, with an API-first architecture, designed to scale without sacrificing personalization. And with a speed of implementation that leaves its competitors behind.

But there is another differential factor that Jordi clearly highlights: the team.

“There are no 23-year-olds here who discovered insurance six months ago. We are people who come from the sector, who know how insurers think, what worries them, how their internal processes work. And that makes the difference.”

Weecover, in addition to building the technology from scratch, has been able to translate the language of the insurance world into a digital environment. And that is only possible with a team that has already been inside: people with real experience, who have led sales, product, distribution or compliance in large companies in the sector.

This mixture of technological vision and “insurance hair” allows processes to flow, relationships of trust to be generated and projects to be completed faster. Weecover is not an outsider trying to hack the system. He’s a startup-minded insider, who knows exactly where to go and how to do it without breaking what’s already working.

Real use cases: from Black Friday to international expansion

Since its launch, Weecover has worked with companies in different sectors. One of the most powerful cases is PcComponentes, the Spanish technology e-commerce giant. On key dates such as Black Friday, they have managed more than a thousand policies in a single day, integrated natively and without friction for the customer.

But to really understand how Weecover was built, you have to go back to the beginning. One of its first major milestones was its collaboration with FNAC, which has been more than a client; has been a true co-creation partner, just like PcComponenes. FNAC and PcComponentes gave them the opportunity to launch real pilots, helping them to fine-tune the product, better understand the needs of the retailer and validate their technological proposal in a demanding environment.

“FNAC was key. Not only did it allow us to start, but we worked side by side. We sit down with them, with their technology, legal, customer experience teams… and together we were shaping a solution that really worked,” explains Jordi.

That stage of active listening and joint development was fundamental to build a solid, scalable and focused technology on the end customer. And he marked a style of work that is still maintained today at Weecover: close collaboration with customers to adapt each integration to the real context of the business.

Also key, at that initial moment, was the closing of their first round of financing with the Nauta Capital fund, which provided them with economic support, credibility and structure. That capital injection allowed them to further professionalize the team, scale the technology, and pave the way for their international expansion.

Today they work with startups such as seQura, the deferred payments fintech, where they integrate embedded insurance directly into the financing process. It should be noted that seQura closed a financing round of 410 million euros in 2024, positioning itself as the fifth largest round in the history of Spanish entrepreneurship, only surpassed by Clickalia, Glovo, Job & Talent and Letgo according to the Startup Observatory of the Bankinter Innovation Foundation.

Weecover already operates in Spain, France and Portugal, and is preparing to launch in a fourth European country. But his vision goes further: the international roadmap includes a natural expansion into southern Europe and Latin America, markets where embedded insurance has great potential for development thanks to the growth of e-commerce and the adoption of financial technologies.

Technology with AI, but with a head (and with a sector)

Jordi recognizes the value of artificial intelligence tools to accelerate the technical development of the platform. In tasks such as scheduling or process automation, AI brings speed and efficiency.

“It helps us to be faster, especially in development. But it does not replace the insurance logic or the experience you need to talk to a company, understand its times or coordinate a project with its legal, compliance or IT teams,” he clarifies.

AI is a powerful tool, but it does not know the language of the sector, nor the regulatory nuances that condition each integration. This is where the team’s experience comes into play, its ability to anticipate blockages, propose viable solutions and generate trust in customers who operate under very demanding standards.

Weecover combines the best of both worlds: advanced technology and expert knowledge. Because in insurance, as in other specialist areas, it is not enough to program well. You have to know why it is programmed like this.

Looking to the future: what will the sector look like in five years?

During the coffee, Jordi also shared his vision of where the insurance sector is heading and what role Weecover will play in this new scenario. For him, embedded insurance is not a fad, but a natural evolution of digital consumption:

Increasingly, consumers want services that are integrated, that don’t interrupt. That they are there when you need them, not when they are imposed on you. And that’s what embedded insurance allows: to be in the right place, at the right time, without friction.

Jordi sees a structural change in the next five years: insurance will no longer be sold as standalone products and will become part of broader shopping experiences, integrated into travel, shopping, rentals or financial services. Not as something that is decided later, but as a natural part of the process.

In this context, Weecover aspires to be much more than an insurtech player. Its goal is to become the industry-standard platform to enable this new way of distributing insurance.

We want to be that invisible connector that makes it possible. That when someone thinks of integrating insurance into their digital channel, they automatically think of Weecover. Because he knows that it will work, that it will be fast, and that the experience will be good, explains Jordi.

In addition, he anticipates clear growth in new verticals (health, mobility, collaborative economy, fintech…) and in international markets, especially in Europe and Latin America, where the digital leap still has a long way to go. Weecover is already preparing to scale solidly, but without losing its essence: technology at the service of the business, not the other way around.

Tips for entrepreneurs: build by listening (and without obsessing over the “perfect”)

Before finishing the coffee, we asked Jordi for advice for entrepreneurs. And his answer touches on one of Weecover’s pillars:

“Entrepreneurship is learning. And for that you have to listen. We were not born with the perfect solution. We were building it with our customers. If you are clear about the problem and surround yourself with partners who trust you, you can adjust the product until it fits. But don’t get obsessed with having everything perfect at first.”

And he adds something else:

“Persevere. If you have a good team, a clear proposal and you see market signals, don’t give up. But always listen, adapt, and try again.”

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