True Aim wins Insurathon competition for most innovative InsurTech start-up

Global law firm Norton Rose Fulbright has announced True Aim AG (True Aim) as the winner of its ninth annual Insurathon, a competition designed to identify and support the most innovative technology start-ups and scale-ups in the insurance sector.

True Aim is a Swiss insurtech that helps insurers, brokers and TPAs automate claims by combining agentic AI, fraud intelligence and deterministic decisioning. Its platform accelerates complex claims handling while delivering explainable, auditable and regulator-ready decisions at scale.

As this year's winner, True Aim will receive £15,000 of UK legal and regulatory advice from lawyers across the firm's corporate, regulatory insurance, intellectual property, employment and labour and data privacy teams.

Reuben John, CEO of True Aim, said:

"Winning the Insurathon is humbling recognition of the work our team has put into rethinking how insurance claim decisioning can be automated responsibly. It was a privilege to present alongside such an impressive group of innovators and we're excited to work with Norton Rose Fulbright as we continue helping insurers deploy AI that is transparent, auditable and ready for real-world adoption."

ValueAssure, the runner-up for this year's event, will also receive £10,000 of UK legal and regulatory advice. ValueAssure identifies high-value niche markets where traditional coverage doesn't exist and designs scalable protection products for those markets. ValueAssureAUTO, its flagship product, looks to solve the automotive diminished value problem, benefitting vehicle owners, dealerships, and auto-finance lenders. Following its US launch, ValueAssure is now exploring expansion into the UK and other markets.

Norton Rose Fulbright will also commence discussions regarding potential equity investments with a value of up to £25,000 into both parties following their placing in the completion.

Phillip Muskat, Co-Founder of ValueAssure, said:

"The Insurathon was exhilarating in the best way: ten minutes to make the case for a genuinely new category of protection, in front of judges with real command of the insurance market. We're grateful for the recognition and excited to work with Norton Rose Fulbright as we bring ValueAssure to the UK."

Nicholas Berry, head of Norton Rose Fulbright's InsurTech practice and founder of the Insurathon, said:

"Each year the Insurathon highlights the depth of innovation emerging across the insurance sector. The standard of entries this year was particularly strong, with a number of businesses demonstrating practical, scalable solutions to real market challenges. True Aim and ValueAssure stood out for the clarity of their propositions and the strength of their business models, and we are looking forward to supporting both teams as they continue to develop their offerings."

Norton Rose Fulbright has awarded more than £375,000 in prize funds through the Insurathon, since launching the competition in 2017. The firm's InsurTech practice forms part of its wider Tier 1 FinTech practice and market-leading insurance practice.

Visit here for more information about the Insurathon and previous winners.