Geo Underwriting has entered into a partnership with Merit Advantage to offer agricultural clients a discount on a digital risk management platform.
Under the partnership, farmers and estate managers who take out a Geo agriculture policy through a broker will be eligible for a 5% discount on a subscription to the Merit Advantage app.
The app assigns a QR code to each asset on a farm or estate, including machinery, buildings, fuel tanks and tools, and allows users to scan equipment, log maintenance checks and access inspection records. The platform aims to replace paper documentation with a digital system that supports routine safety checks, records servicing history and flags outstanding issues.
Subscriptions will include access to both the Merit Advantage and MeritAgCheck platforms, which support health and safety management, risk and fire assessments, contractor oversight and compliance with COSHH regulations. Additional features include digital farm mapping that identifies hazard areas, removing the need for physical maps.
Some users have already reported operational efficiencies. Bruce Terris of the Altyre Estate in Scotland said the app had saved the estate between 10 and 12 days of management time per year.
According to Merit Advantage, the app was developed in consultation with the farming community, with a focus on automating routine processes and reducing administrative work. The company said the arrangement with Geo would expand access to the platform and offer an incentive to farmers to adopt the technology.
Merit Advantage said the platform currently supports over 6,500 users and more than £1 billion in assets.
The move comes as underwriters across the sector look to differentiate their offerings by providing tools that go beyond traditional insurance cover.
With many farms under pressure from regulatory change, environmental risks and economic uncertainty, insurers are increasingly aligning products with practical support services. This includes risk management platforms, compliance tools and operational advice, often delivered through broker partnerships or offered at a discount to policyholders.
Geo Underwriting said many of its staff have experience working in the farming sector, which has informed its approach to developing services for agricultural clients. The firm said the partnership with Merit Advantage was intended to help customers manage risk more effectively while supporting day-to-day operations.
