Augmented UW Ltd., a new artificial intelligence-driven managing general agent (MGA), has officially launched in London, focusing on the growing smart-follow insurance market.
Company Leadership and Background
The MGA was founded by Daniel Prince, who previously served as CEO of Rethink Underwriting and is a long-standing figure in the London insurance market.
Focus on Smart-Follow Underwriting
Augmented UW will utilize AI-enhanced algorithmic underwriting to strengthen digital connections between insurance carriers and brokers. The company is targeting the smart-follow market, where follow underwriters — insurers who provide capacity alongside a lead underwriter — use automated rules and processes to decide which risks to underwrite.
Partnership with Artificial Labs
To support its technology platform, Augmented UW has partnered with Artificial Labs, a smart underwriting and placement insurtech. Artificial Labs will provide the software tools and technology needed for Augmented UW’s operations.
Digital Underwriting Solutions
Through its digital underwriting model, Augmented UW plans to enable brokers to build their own in-house follow panels in the London Market. The company’s approach combines data-driven enhanced underwriting with Lloyd’s follow capacity to deliver digital solutions for broker partners.
Prince stated that the company’s goal is to improve the broker–insurer relationship and introduce sustainable solutions in the London Market.
Technology and Market Goals
Prince emphasized that while the London market does not need to be rebuilt, it can benefit from technology that enhances efficiency and accuracy, reducing manual processes and human error.
Augmented UW intends to bind its first risk in the fourth quarter of 2025, initially targeting property and terrorism insurance before expanding into other product lines in 2026.
Strategy for Brokers and Insurers
The company’s platform is designed to help brokers create customized placement strategies. Prince described the solution as cost-effective, quick to implement, and configurable for both brokers and carriers.
He added that while London brokers and insurers already maintain strong strategic and tactical relationships, what is currently lacking is modern infrastructure and streamlined operations. Rather than providing a panel of capacity, Augmented UW aims to deliver the infrastructure required for digital trading.
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