Working in close partnership with its broker client Absolute Military, Capacity Insights used its experience in creating bespoke underwriting solutions to develop much-needed, innovative insurance products for the military market.
Together, we created a first-of-its kind personal accident cover, travel insurance, kit insurance and a comprehensive insurance that adapts as military careers progress.
The problem
After selling the UK’s largest independent military insurance broker in 2016, the team behind Absolute Military witnessed a steep decline in service quality across the sector. Armed forces personnel were underserved by generalist insurance providers offering outdated products, unresponsive customer service, and rigid pricing models based on historic conflict risk.
When Absolute Military relaunched in 2021, they identified an urgent need for disruption – to bring soldiers relevant, affordable, and accessible insurance options.
The solution
Absolute Military partnered with Capacity Insights as its managing general agent (MGA) to develop modern, military-first insurance propositions. Capacity Insights identified and designed solutions across personal accident insurance, travel insurance, and kit insurance – starting with a first-to-market, risk-based PA model that more accurately reflected the roles and deployment risks of today’s military personnel.
Together, the teams created fully digital, embedded solutions that are integrated into Absolute Military’s web and app platforms, enabling soldiers to manage policies and access support even while deployed.
Capacity Insights also designed a ‘whole career’ coverage pathway – providing free starter policies for trainees, which can be upgraded to comprehensive protection as careers progress. The result: a relevant, flexible offering tailored to the real needs of modern armed forces members.
Challenges
One of the biggest challenges was rethinking the military personal accident insurance model, which had long relied on risk assumptions dating back to conflicts in Afghanistan and Iraq.
Redesigning the insurance pricing structure to align with today’s diversified roles and risk profiles required deep industry insight and actuarial innovation.
Outcomes
- Rapid market growth: Within 18 months of launching their new products, Absolute Military secured over 10% of the military insurance market – disrupting a space long dominated by core providers.
- Customer savings: Military personnel members can now access combined kit, contents, and PA insurance from under £108 per year – saving over £250 annually compared to major competitors.
- Operational efficiency: By removing premium finance and outdated fee structures, Absolute Military saved over £188,000 annually, reinvesting in value-added services like free wills, grief counselling, and travel concierge support.
“The intervention and support of Capacity Insights CEO Phil Denman have been the major catalyst in enabling us to disrupt the market for the better … Without the support of Capacity Insights and Phil, we couldn’t have moved our business to where it is today.” – Steve Anderson, Managing Director, Absolute Military
Looking ahead
This partnership set a new benchmark for how data-driven product design and customer-focused innovation can reshape insurance for niche markets.
With further digital enhancements and expanded coverage in the pipeline, Capacity Insights and Absolute Military are committed to delivering tailored, convenient and affordable insurance cover for armed forces personnel and their families.
These insurance products are available exclusively through specialist insurance broker Absolute Military. Contact the team today for a quote: info@absolutemilitary.co.uk.
To discuss how Capacity Insights can help your brokerage to develop agile insurance solutions that flex with your customers’ lifestyles – enquiries@capacityinsights.co.uk.