Affinit, an AI finance company formerly known as Balancehero, said on Tuesday it has started selling insurance products within its AI finance platform True Balance, which it operates in India.

Affinit said its strategy is to strengthen a “daily-life financial safety net” and broaden the scope of financial inclusion by combining insurance with the everyday finance experience it has built around payments, small loans and credit scoring.

True Balance users in India can receive recommendations for insurance products from Indian insurtech platform Turtlefin within the True Balance app. They can also complete sign-ups quickly within the existing service journey, without moving to a separate page or going through complicated procedures. Affinit said it is expanding API integrations with partners such as Turtlefin to reduce repeat data entry, additional authentication and waiting time that often occur during insurance sign-ups, and to simplify the experience so users can quickly choose the options they need.

It plans to expand coverage areas in the future. It also plans to extend its patented AI-based screening, risk management and data capabilities to insurance, and to refine its product lineup by linking users more precisely to products suited to their circumstances and usage context.

Affinit CEO Cheol-won Lee (이철원) said the company will expand its services into insurance to address financial exclusion faced in everyday life by India’s 1 billion middle class and to strengthen its services more closely. He said Affinit will bolster its platform capabilities to broker a wider range of financial products based on AI technology and advance its “Finance for All” vision to the next level.