Software group SSP has launched a platform for underwriters, product managers and claims teams that it says cuts product creation cycles from months to days.

Pure Product Studio users describe a product verbally, generate a product structure, review and approve, and deploy to the Pure platform.

SSP Worldwide MD Stuart Redfearn says the group’s customers are under 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,” he said.

SSP says agentic AI “does the heavy lifting” but final decisions rest in human hands as product, underwriting and compliance teams review, refine and approve.

A pilot program is under way ahead of a rollout to SSP Pure customers worldwide.