Augmented UW Ltd., a new managing general agent (MGA), has launched with the goal of streamlining underwriting processes in the London insurance market using artificial intelligence and digital tools.
Founded by Daniel Prince—former CEO of Rethink Underwriting, Augmented is focused on the growing smart-follow underwriting model. This approach allows follow capacity providers to use structured rules and automation to support lead underwriters on selected risks.
Augmented combines algorithm-driven underwriting with real-time digital connectivity between brokers and carriers.
By applying AI to optimise decision-making and reduce manual processes, the company aims to improve both efficiency and accuracy in how business is placed.
The company has formed a strategic technology partnership with Artificial Labs, a leading insurtech firm that will provide the software infrastructure behind Augmented’s operations.
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“I am delighted to be able to announce the launch of Augmented, an MGA focussed on the broker and insurer relationship to create a more sustainable London Market,” said Prince.
“The London Market is not broken. It needs a steady hand to implement new technologies, such as AI, to enhance the way insurance operates. Efficiency and accuracy can replace manual process and human error. Brokers and carriers will, as a consequence, have a much smoother experience when doing business in the London insurance market.”
Prince continued: “We are excited to be partnering with the team at Artificial. For us, their highly configurable platform offered the fastest route to market. Combined with our own MGA and data expertise, we’re building a powerful proposition for brokers and carriers alike.”
Augmented plans to write its first risk in the fourth quarter of 2025, starting with Property and Terrorism lines, with further classes of business to follow in 2026.
The MGA will focus on enhanced underwriting—combining data, technology, and Lloyd’s follow capacity to offer scalable, digitally enabled solutions for brokers working in the London Market.
Prince further added: “The idea is that brokers create their own vision of a placement strategy and then we enable it. Our solution is designed to be the most cost-effective, quickest to implement, and most configurable for brokers and carriers.
“London brokers and insurers have great relationships at both a strategic and tactical level, but what is missing is modern infrastructure and more efficient operations. We are not there to bring a panel of capacity to a broker but to provide the infrastructure to trade digitally.”
David King, Co-founder and Co-CEO at Artificial Labs, said: “We are proud to partner with Augmented. This partnership is an exciting new chapter for us and is a step forward in our vision that one day all the best brokers and carriers will be using Artificial’ s technology.”
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