A newly launched managing general agent (MGA), Augmented UW Ltd., has entered the London insurance market with a mission to transform smart-follow underwriting through artificial intelligence (AI) and digital solutions.
Founded by industry veteran Daniel Prince, former CEO of Rethink Underwriting, Augmented is set to deploy advanced algorithmic tools that streamline interactions between brokers and carriers. Prince will lead the company as chief executive.
The MGA aims to enhance efficiency in the follow market by replacing traditional manual underwriting processes with data-driven, automated decision-making. Smart-follow strategies enable capacity providers to follow lead underwriters based on pre-set rules or models, reducing reliance on human intervention and improving speed and consistency.
As part of its launch, Augmented has partnered with Artificial Labs, a specialist in digital underwriting and placement technology. Artificial will provide the core platform and digital infrastructure supporting Augmented’s market entry.
The firm plans to bind its first risks in the final quarter of 2025, initially focusing on property and terrorism lines, with an eye toward expanding its portfolio in 2026.
Augmented’s strategy aligns with broader priorities identified by the Lloyd’s Market Association, which has emphasized the need for enhanced underwriting practices across the market. Key focus areas include more accurate risk selection, greater reliance on data-led decision-making, and improved operational efficiency.
“The London Market isn’t broken,” said Prince. “But it does require a steady hand to introduce technologies like AI in a way that enhances—not disrupts—the way insurance works. By eliminating manual inefficiencies and reducing human error, we can deliver a far more streamlined experience for brokers and carriers alike.”
The move comes amid a wider push to integrate AI across various aspects of insurance. Notably, earlier this year Chaucer partnered with Armilla AI to launch an insurance product designed to address the unique risks associated with AI systems, including model drift and hallucinations—further signaling the industry’s evolving approach to underwriting and risk management in the age of automation.
