Seel, a leading AI-driven post-purchase platform, has announced new insurance and reinsurance partnerships with Lloyd’s of London and Arch Insurance, strengthening its Worry-Free Purchase® program for merchants and shoppers alike.

The San Francisco-based company uses AI to power its trademarked post-purchase service, which augments merchants’ existing operations. Seel delivers a premium, consistent customer experience after checkout while helping merchants reduce operating costs and generate incremental revenue.

Scaling Through Strategic Partnerships
Initially, Seel operated as a full-stack program operator, holding its own insurer, broker, administrator, MGA, and TPA licenses. This vertical integration allowed the company to tightly control the merchant and shopper experience. As Seel scaled and its risk profile matured, the company shifted to partnering with established insurance and reinsurance providers to lower its cost of capital, expand geographically, and focus on AI-enabled services.

By collaborating with Lloyd’s and Arch, Seel combines its technology-driven model with the capital efficiency and expertise of top global carriers. The company now operates an integrated insurance infrastructure spanning underwriting, distribution, and administration, supported by a compliance team of veteran carrier executives, former regulators, and law firm partners. Seel invests millions annually in regulatory and legal compliance, enabling merchants to offer insurance-backed post-purchase services tailored to each jurisdiction.

Optimizing Risk and AI Performance
Since the partnerships launched earlier this year, Seel has gradually transferred risk from its in-house underwriting to its partners through co-insurance and reinsurance agreements. Over time, Seel plans to make partner capacity the default for its programs, shifting the majority of risk while concentrating its investment on AI capabilities that enhance underwriting and improve the end-customer experience.

This strategy positions Seel at the intersection of AI, post-purchase service, and insurance, enabling merchants to offer reliable, efficient, and technology-driven protection programs without the burden of capital-intensive risk management.