Martin buys Adaptify to add AI insurance product and pricing technology

Martin is promising a faster route from an insurance product idea to market by combining AI-powered software with regulatory expertise. On November 5, 2026, the insurance product development and regulatory services company acquired Adaptify, which provides product lifecycle management and pricing technology. The announcement offered no measured evidence of faster launches.

The purchase price was not disclosed. Martin described the acquisition as a step in its strategy to build out its technology offerings, adding software to a business with more than three decades of insurance product expertise.

Software meets insurance development services

The two companies bring different parts of the product-development process. Adaptify supplies configurable technology for managing insurance products and pricing. Martin contributes product development, actuarial work, compliance services and regulatory filings—the work of preparing and maintaining products alongside the software used to manage them.

Martin says the expanded capabilities will support insurance carriers, managing general agents and program administrators. The intended scope runs from initial product development through regulatory approval, then continues into changes made after a product reaches the market. The acquisition therefore addresses ongoing product management as well as the initial launch.

Bringing an insurance product to market still requires navigating complex regulatory requirements, pricing decisions, and ongoing product changes,

Lani Cathey, CEO of Martin

A unified offering is the stated goal

Adaptify CEO Anil Annadata described the combination as a unified solution, pairing his company’s technology with Martin’s product and actuarial expertise and industry content. His stated ambition covers how insurance products are developed, managed and maintained, rather than a single task within that process.

Martin’s existing business spans property and casualty insurance lines, specialty markets and programs in 51 jurisdictions. That is the service footprint behind the acquisition’s rationale: bringing Adaptify’s technology together with an established insurance product and regulatory practice. It is not a disclosed measure of Adaptify’s own deployment or customer reach.