Plum adds embedded travel insurance via insurtech Qover to Max subscription

London-based money management app Plum expanded its subscription offering by embedding worldwide travel protection through a partnership with Qover, a Belgian insurtech that provides an embedded insurance orchestration platform for digital brands and insurers,a move aimed at positioning the app as a broader financial platform rather than a standalone savings tool.

The travel cover is included in Plum’s Max subscription, priced at £14.99 per month in the UK. The product is underwritten with backing from Aspire and Lloyd’s of London, while claims are handled through Qover’s AI-driven digital process.

Plum users and their travelling family members receive coverage for medical emergencies, lost baggage, delays, and trip cancellations. All policy features sit inside the Plum app.

Customers can check coverage terms, download travel certificates, and submit or track claims without leaving the platform.

Plum is a UK–based fintech company offering an AI-powered personal finance app designed to help users save, invest, and manage money automatically. Founded in 2016, it has become a notable player in the European digital wealth management space, using automation and behavioral insights to promote smarter financial habits.

The launch reflects a wider push across fintech toward embedded insurance, where protection products appear directly inside everyday financial journeys.

• For Plum, the addition strengthens the Max plan by pairing budgeting and savings automation with practical, real-world cover.
• For Qover, it expands distribution within subscription-based consumer finance.

Quentin Colmant, CEO and co-founder of Qover, said Plum’s approach shows how fintechs are using embedded protection to deliver value with minimal friction.

He said the integration offers peace of mind without adding complexity to the user experience.

Plum is a great example of a fintech that genuinely puts customer value first. By embedding protection directly into the Max experience, they’re giving users peace of mind in an effortless way.

Quentin Colmant, CEO & Co-founder of Qover

Plum framed the move around customer behaviour. Rashmi D’Souza, VP of Product & Design, said travel often sits at the intersection of savings and risk.

Users already rely on Plum to automate savings for flights and accommodation, but insurance remains a manual step. Bundling cover into the subscription reduces that gap and limits the financial shock if plans go wrong.

She added that including insurance strengthens the value of the Max tier and differentiates Plum from basic savings or trading apps. The goal, she said, is to act as a financial companion across moments where money and uncertainty collide.

Travelling, especially with family, is one of the key moments when finances and peace of mind intersect. People are able to save for flights and hotels through Plum’s automation goals, but then need to sort out the admin when it comes to booking those trips.

Rashmi D’Souza VP of Product & Design at Plum

“By including insurance in our Max plan, Plum can provide extra protection during those important moments. It helps ensure our customers can maintain their financial resilience should the unexpected happen so they don’t have to start saving again from scratch while also strengthening the overall value of the subscription”, Rashmi D’Souza sais.

It differentiates Plum from standard savings or trading apps, and reinforces the app as a holistic financial companion that supports them every step of the way, Beinsure noted.

The partnership highlights how embedded insurance continues to gain ground as fintechs look to deepen engagement, diversify revenue, and stand out in crowded subscription markets.

As adoption accelerates, deals like Plum and Qover’s signal a tighter convergence between fintech, insurtech, and digital-first customer experience.