When InsurTech Vouch announced in September that the company is developing embedded insurance to make buying commercial insurance more accessible for its customers—high-growth technology companies and other startup innovators—it wasn’t revealing an entirely unique proposition.

Like other InsurTech announcements about embedded insurance initiatives, the September news referred to processes like building APIs into the digital platforms of other firms—in Vouch’s case, firms like WeWork and Brex, a financial software provider—allowing their customers to click through to buy insurance products they need.