Technology and research firm Omnium has launched a simplified version of its life insurance Application Programming Interface (API) aimed squarely at the General Advice market.
The new OmniLife Simple API has been developed in response to what the firm’s CEO Matthew Jones describes as a significant increase in businesses building their own technology using AI-based development tools, an approach often referred to as agentic programming.
Jones told Riskinfo that many prospective clients now approach Omnium having already built elements such as CRM packages, needs analysis or advice tools, and are looking to add life insurance quoting and research functionality to what they have created.
“Using agentic programming tools together with the Simple API, businesses can produce working prototypes in hours, not weeks, allowing for rapid entry to market,” Jones said.
Growth in General Advice
“We have observed strong growth in the General Advice channel of our business in both quote volumes and new businesses looking to integrate with our services,” Jones said.
He adds the combination of a growing General Advice market and the increasing use of AI to build bespoke technology is creating demand for simpler infrastructure that businesses can plug into their own client journeys.
Built for AI Developers
According to Jones, Omnium’s existing enterprise API is more feature-rich, and therefore more complex, than many emerging businesses need, particularly those building General Advice solutions.
He says OmniLife Simple provides a streamlined layer over Omnium’s existing premium engines, combining premium calculations with higher-level product research rather than the deeper feature analysis available through its broader research services.
Jones adds the platform has been designed from the ground up to work with AI tools. He says its responses and data model use plain English and simplified structures intended to be easily interpreted by AI coding assistants.
Alongside a conventional API, the service includes an MCP server, a protocol that allows AI assistants and agents to connect directly with other software. Businesses can use the service to compare premiums, project future premiums, research products and re-quote existing clients.
“Our mission is still the same – to be the hub for life insurance premium and research data, and to provide that in the most efficient and effective way possible to businesses,” says Jones.
Advisers and other stakeholders can click here for more information and interactive demonstrations of Omnium’s Simple API offer.
