European fintech Pliant’s acquisition of Austria’s hi.health signals a revolution in insurance payments, promising faster reimbursements and a seamless digital experience for customers and providers.
Pliant’s Strategic Leap: Redefining Insurance Payments
In a move set to reshape the European insurance landscape, Berlin-based fintech Pliant has acquired Austrian insurtech hi.health, aiming to bring its advanced payment expertise into the insurance market. This acquisition, announced in April 2025, marks a pivotal moment for both companies and the broader insurance sector, which is undergoing rapid digital transformation.
Why This Acquisition Matters
Pliant, known for its robust B2B payment solutions across sectors like travel, mobility, and banking, is now targeting the insurance industry-a market ripe for innovation. By integrating hi.health’s unique digital interface for insurance reimbursements, Pliant seeks to eliminate the pain points that have long frustrated policyholders and healthcare providers.
hi.health’s platform allows insured individuals to submit healthcare invoices and prescriptions for reimbursement directly via a mobile app, removing the need for upfront payments and tedious paperwork. This not only streamlines the process but also enhances transparency and trust between insurers and customers.
“By embedding a payment option into the submission process, they are revolutionizing what has traditionally been a cumbersome reimbursement workflow and creating real value in the process,” said Malte Rau, CEO of Pliant“
The Digital Payments Revolution in Insurance
The insurance industry is experiencing a wave of digitalization, with unified payment platforms and digital wallets becoming the new norm. In 2024, 92% of U.S. consumers reported using some form of digital payment, and over 90% have adopted open banking solutions. This shift is not limited to the U.S., Europe is witnessing similar trends as insurers race to modernize their payment systems to meet evolving customer expectations.
Digital onboarding, recurring payment features, and instant claims processing are now essential. A McKinsey survey found that expanded digital interactions can reduce customer acquisition costs by up to 50% and lower customer churn by 30%. For insurers, the benefits are clear: faster payments, reduced administrative burdens, and improved customer satisfaction.
hi.health’s Unique Value Proposition
Founded in Vienna and Berlin in 2019 by Fredrik Debong and Sebastian Gruber, hi.health has carved out a niche at the intersection of fintech and insurance. Its solution enables:
- Direct reimbursement submissions via a mobile app
- No upfront payments for policyholders
- Seamless digital integration between insurers and customers
By continuing to operate independently while leveraging Pliant’s infrastructure, hi.health is poised to scale its offering, increase efficiency, and deliver even greater value to users.
“Our partnership with Pliant allows us to think even bigger about our mission. Together, we have the opportunity to transform financial processes in the insurance and healthcare industries-eliminating cumbersome reimbursement procedures and significantly improving the experience for both users and healthcare providers,” said Sebastian Gruber, CEO and co-founder of hi.health.
Market Trends and Growth Potential
The global insurance market is on an upward trajectory. Life insurance premiums in advanced markets are expected to grow by 1.5% through 2025, while overall insurance premiums are set to increase by 3.3% in 2024, with advanced markets contributing 75% of the expansion. The healthcare IT market, which includes digital health and payment solutions, is projected to double from $360 billion in 2024 to over $730 billion by 2029.
Fintech innovations like those from Pliant and hi.health are driving this growth by:
- Enhancing operational efficiency
- Reducing manual errors and administrative delays
- Supporting multiple payment methods and digital preferences
- Improving transparency and customer trust
What This Means for the Future of Insurance
Pliant’s acquisition of hi.health is more than a business deal-it’s a signal that the insurance industry is ready for a digital overhaul. As customer expectations rise and technology advances, insurers must embrace integrated payment solutions to stay competitive.
Key benefits of this transformation include:
- Faster, more efficient claims and reimbursement processes
- Lower costs for insurers and improved cash flow management
- Enhanced customer experiences, leading to higher retention and loyalty
- Greater transparency and security in financial transactions
Setting a New Standard
With this acquisition, Pliant is not just expanding its footprint-it’s setting a new standard for how insurance payments should work in the digital age. As the industry continues to evolve, partnerships like this will be crucial in delivering the seamless, customer-centric experiences that modern policyholders demand.
For insurers, healthcare providers, and customers alike, the future of insurance payments looks faster, simpler, and more transparent than ever before.
Summary Table: Pliant & hi.health at a Glance
| Company | Core Strengths | Post-Acquisition Focus |
|---|---|---|
| Pliant | B2B payment solutions, API-first tech | Expanding into insurance, streamlining payments |
| hi.health | Digital insurance reimbursements | Scaling with Pliant’s infrastructure, user growth |
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