1st Central Launches Motivo, an Agentic AI Motor Insurance Solution Built with Microsoft

On 21 October 2026 1st Central Group, a UK personal lines insurer, launched Motivo, its first agentic AI motor insurance solution, built with Microsoft. At its centre is KAI, an AI assistant that acts on the customer's behalf, from buying cover to changing the policy and managing payments.

The main points:

1. The assistant acts, not only answers. KAI is available 24/7 to help customers buy cover, answer questions, make policy changes and manage payments. Customers can complete the whole car insurance purchase through the AI tool.
2. Humans stay available. Insurance specialists step in when customers need extra help or when human judgement is required.
3. Sold through a price comparison site. For now Motivo is available exclusively on Confused.com. Customers then manage their policy online, in the Motivo app, or by voice or chat.
4. Claims come later. Claims support and other features are planned for future phases.
5. Speed is the selling point. 1st Central says initial testing shows comparable interactions take about 40% less time.
6. Built on its own platform. Motivo runs on FOCUS, 1st Central's own policy administration system, combined with Microsoft's AI and cloud services. 1st Central has invested more than GBP 90 million in its technology since 2017 and has around 1.4 million motor and home customers.

Motivo differs from Lemonade Agentic, announced the same month. Lemonade wants customers' own personal AI agents to act in its systems. At 1st Central the agent is the insurer's own assistant, acting for the customer inside the insurer's journey.

The announcement does not mention the FCA or specific safeguards. In the UK the Consumer Duty applies in full: firms must deliver good outcomes for retail customers, including when an AI assistant sells the policy or makes the change. Two days earlier, the FCA announced it will work on a trusted framework for agentic finance, covering agent identity, delegated authority, accountability and execution.

Read the announcement

Frequently asked questions

What is Motivo?

An agentic AI motor insurance solution from UK insurer 1st Central Group, built with Microsoft, in which an AI assistant called KAI helps customers buy cover and manage their policy, including policy changes and payments.

Can the AI assistant handle claims?

Not yet. 1st Central plans to add claims support in future phases.

How is Motivo different from Lemonade Agentic?

In Motivo the AI assistant belongs to the insurer and works inside its own customer journey. Lemonade Agentic is designed for customers' own personal AI agents, which act in Lemonade's systems from outside.