SSP Launches Pure Product Studio: Agentic AI That Puts Insurance Product Strategy Back in Business Hands
Pure Product Studio brings agentic AI to insurance product configuration, enabling insurers and MGAs to respond to market opportunities in days rather than months.
SSP today launched Pure Product Studio, a new AI-powered product configuration platform built natively on the SSP Pure ecosystem. By applying agentic AI to the product build process, Pure Product Studio generates complete, production-ready configurations screens, business rules, and lists directly from a plain-English product description. Launch cycles that previously ran three to six months now complete in days.
Pure Product Studio puts product design back with the underwriters, product managers, and claims teams closest to the market, shortening the gap between identifying an opportunity and bringing a product to market.
The workflow is four deliberate steps: describe the product in plain language; generate a complete product structure covering screens, rules, and configuration; review and approve; then deploy production-ready configuration straight to the Pure platform.
"Stuart Redfearn, MD of SSP Worldwide, said: “Pure Product Studio represents a significant milestone in SSP’s ongoing investment in the Pure platform. Our customers are under real pressure to move faster, respond to market shifts, and launch products that meet evolving policyholder needs. This gives them the tools to do exactly that turning product ideas into market-ready propositions in days.”
Pure Product Studio combines three capabilities:
- Agentic product generation from plain English — reducing the time, cost, and specialist resource traditionally required to build and configure insurance products.
- Full product lifecycle management — with versioning, check-in/check-out, and company-level data isolation that enables multiple carriers on shared infrastructure from day one, giving teams full control and visibility across their product portfolio.
- End-to-end automated test coverage — across critical configuration paths, eliminating the manual QA cycle that traditionally consumes the final weeks of a product launch.
- Enterprise-grade governance, built in from day one — version control, full audit trails, Azure Entra ID single sign-on, and encrypted credentials ensure every change is reviewable, reversible, and audit-ready.
"Sucheta Mohan, Director of Pure Product, said: “Pure Product Studio puts product strategy back in the hands of the business, where it belongs, so they can move at the speed their market demands. Agentic AI does the heavy lifting, but every final decision rests in human hands product, underwriting, and compliance teams review, refine, and approve before anything goes live. Speed, with control.”
Pure Product Studio is built for insurers on the SSP Pure platform from lean IT teams managing dozens of products across multiple jurisdictions, to multi-line, multi-region carriers launching in parallel. A pilot programme is open, ahead of general availability to SSP Pure customers worldwide.
To request a product walkthrough or sandbox access, contact:
