Simply Business, LLC, the leading digital marketplace for easily finding, comparing and buying tailored small business insurance, today announced its AI advisor has been named “SMB InsurTech Solution of the Year” in the FinTech Breakthrough Awards. The proprietary solution, built on Anthropic’s Claude Sonnet 4.5, has transformed the insurance buying process for small business owners.
“Our AI advisor was designed in-house, with a focus on reimagining the digital insurance buying experience for small business owners, enabling them to make confident decisions quickly,” said Dana Edwards, Group CTO at Simply Business. “This recognition underscores our mission of making small business insurance simple and accessible.”
Now in its 10th year, the annual FinTech Breakthrough Awards recognize leading companies, technologies and products in the fintech market. Simply Business was selected from more than 4,500 global nominations by an independent panel of industry experts, based on a rigorous evaluation of innovation, performance, ease of use, functionality, value and impact.
“Simply Business is transforming the insurance buying journey into a simple, conversational experience that feels more like guidance than a sales pitch for small businesses,” said Steve Johansson, Managing Director at FinTech Breakthrough. “We were particularly impressed with the company’s customer-first philosophy and commitment to responsible innovation, making it the clear choice for SMB InsurTech Solution of the Year.”
About Simply Business’s AI Advisor
Launched in October 2025, the hyper-personalized AI-powered insurance advisor uses proprietary technology, built on a retrieval-augmented generation (RAG) model, to make the insurance buying process faster, clearer and more intuitive. Key features include:
- Accuracy-first verification – Every response is immediate, personalized and grounded in human-verified content, cross-referenced against a validated knowledge base.
- Real-time clarification – Policy language is translated into plain, conversational terms that are easy to understand.
- Seamless human handoff – When users need additional support, they are instantly connected to Simply Business’s team of skilled agents.
- Continuous learning – Through real-time feedback loops, the advisor grows smarter and more responsive with every interaction.
