SSP UK & Ireland joins the MGAA and launches AI-powered product platform

Membership and Pure Product Studio underline commitment to the growing MGA market

June 2026 – Hot on the heels of its confirmed restructure and new focus on MGAs, SSP UK&I, the software provider to the insurance market, has already taken two major steps to demonstrate its commitment to this sector of the market.  SSP UK &I has joined the Managing General Agents’ Association (MGAA) and, in tandem, the business has launched an AI-powered product configuration platform named ‘Pure Product Studio’ specifically to speed product launches by MGAs and Insurers.

Martyn Mathews, MD of SSP UK & I said: “Our membership of the MGAA and the launch of Pure Product Studio are early signals of our intention to build a strong portfolio of MGA clients. Our restructure has given us fresh capability to support this market and to give MGAs the technology they need to innovate faster and compete more effectively.”

Pure Product Studio applies agentic AI to the product build process to generate complete, production-ready configurations — including screens, business rules and lists — directly from a plain-English product description. For MGAs it means that product launch cycles that traditionally took between three and six months can now be completed in a matter of days.

The platform is designed to put product strategy back into the hands of underwriting, product and claims teams, enabling businesses to move from concept to market-ready proposition with significantly greater speed and control.

It is built to support MGAs and insurers with lean IT teams operating across multiple jurisdictions and product lines, combining full product lifecycle management, end-to-end automated test coverage and enterprise-grade governance.

Bal Badhan, Director of Rating and Pricing at SSP UK & Ireland, said: “Joining the MGAA reflects our continued commitment to supporting the MGA community with technology that helps businesses innovate and respond faster to market opportunities. With solutions such as Pure Product Studio, we are enabling insurers and MGAs to reduce the time, cost and specialist resource traditionally required to launch and manage insurance products — while maintaining the governance and control the market demands.

Michael Keating, CEO of the MGAA, said: “We are delighted to welcome SSP UK & Ireland to the MGAA. Technology and innovation continue to play an increasingly important role in the MGA sector, and SSP’s focus on AI-powered solutions and product agility aligns strongly with the evolving needs of our members and the wider market.”