Entering the U.S. insurance market often requires insurtechs to rethink not only their go-to-market strategy, but also how their solutions fit within a very different risk and regulatory landscape. In this episode of our series, produced in partnership with Insurtech UK, Jonathan Jackson, CEO of Previsico, shares how the company successfully expanded into the U.S. by closely aligning its offering with insurer needs and local market realities.

Jonathan outlines Previsico’s origins as a university spin-out, born from government-backed research to address gaps in flood warning systems. As the business grew, global insurance clients played a key role in driving its expansion into the U.S., recognising both the scale of the flood risk market and the limitations of existing warning frameworks. He explains how strong support from insurers helped Previsico better understand the U.S. market and establish itself quickly, particularly in addressing stormwater and surface water flooding – an area often overlooked by traditional warning systems.

The discussion also explores how differences between the UK and U.S. insurance landscapes shaped Previsico’s market entry strategy, from the way flood insurance is structured to how risk is perceived by insurers and policyholders. Jonathan highlights the importance of credibility and trust, built through deep insurance expertise, long-standing client relationships, and industry standards such as FM Approvals. He concludes by sharing advice for founders and senior executives considering U.S. expansion, emphasising the need to avoid assumptions, invest in market understanding, and recognise that shared language does not always mean shared market dynamics.