# Insurers turn invisible in embedded insurance deals 2026-08-13T07:06:48+00:00 | Business & Economy | Indian Opinion Desk Corroboration: 1 independent outlet Insurance is becoming invisible in digital transactions. When you book a flight or buy a phone, insurance appears as a small checkbox. The platform's brand dominates; the insurer only surfaces when a claim is filed. Digit Insurance's Tanya Marwah says the business model is claims. Tata AIG's Shekhar Saurabh calls the claim the moment of truth. Insurers accept this trade-off for access to customers at the right moment and lower acquisition costs. Platforms like Cleartrip display the insurer's name, but the platform owns the buying journey. A seamless claim can build trust, but a rejected claim destroys it instantly. ## Coverage - brandequity.economictimes.indiatimes.com Tags: claims, customer trust, Digit Insurance, digital transactions, embedded insurance, Tata AIG Canonical: https://indianopinion.org/insurers-turn-invisible-in-embedded-insurance-deals/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/insurers-turn-invisible-in-embedded-insurance-deals/#story-in-brief Review state: restored archive article, accurate at time of publication, not offered to search indexes.