Earlier this month, kwiff launched a new feature it claims will transform the Bet Builder experience: Flex. Built on the AI-driven trading platform of Tzeract, part of Kambi Group, Flex gives players the ability to add protection to one or more selections in their Bet Builder, meaning they can still win even if some legs lose.

To find out more about the feature and how it was built, we spoke to Niklas Fallsjö, Director of Sportsbook at kwiff, and Tomas Ericsson, Head of Operations and Product at Tzeract, about the thinking behind Flex, how it differs from traditional accumulator insurance and how their partnership is driving innovation in sports betting.

SBC News: What inspired kwiff to develop Flex, and how does it change the Bet Builder experience for players?

Niklas Fallsjö: At kwiff, we’ve always focused on creating a more engaging and rewarding experience for our players. Bet Builders are hugely popular, but they often come with an all-or-nothing dynamic whereby if one leg loses the entire bet fails. Flex was born from the idea of giving players more control over their Bet Builder experience. By allowing them to “flex” their bets and add protection to one or more selections, we’re turning Bet Builders into a more exciting and engaging product for our players.

SBCN: You described Flex as a “true differentiator.” How does it differ to features like acca insurance?

NF: Flex is a full integrated product feature, not a short-term promotion like acca insurance where if one leg lets you down you get your stake back. That has fixed rules and limited flexibility. Flex, on the other hand, fundamentally changes how Bet Builders work, which means players can build bigger bets with confidence. Of course, the more protection you add, the lower the odds but you’re staying in the game even if things don’t go to plan. This flexibility encourages creativity and deeper engagement. For kwiff, it reinforces our reputation as an innovator in sports betting and showcases that we’re not just following trends but setting them ourselves by introducing features that genuinely enhance the player experience.

SBCN: From a technical perspective, what role did Tzeract play in enabling the creation of Flex?

Tomas Ericsson: Flex was built on the Tzeract platform, which was designed to reimagine the sportsbook domain and enable partner-led innovation. Under the hood, Flex requires dynamic odds calculation based on the level of protection chosen, real-time risk management to ensure sustainability and accurate results to handle multiple outcomes.

Our AI-driven platform makes this possible by automating complex processes and unlocking flexibility that traditional sports betting systems simply can’t offer. Tzeract is overhauling the conventional, static bet-offer list model to unlock the power of innovation and give operators the ability to create new products for a new era of sports betting. By leveraging AI and Kambi’s vast network data, we empower operators like kwiff to deliver experiences truly optimised for the player.

SBCN: You’ve mentioned a partner-led innovation strategy. Why is this approach so critical for Tzeract, and how does Flex exemplify that philosophy?

TE: The sports betting industry has seen a whirlwind of change in recent years from in-play betting to cash out, and now Bet Builders. But many sportsbooks struggle to keep up because they’re tied to manual trading systems and rigid platforms. Our vision is to transform the industry by providing a service that empowers operator innovation and offers limitless entertaining experiences where it’s possible to bet on anything, at any time.

The only reasonable approach is partner-led, not central-led. We give operators the tools and freedom to innovate, while we handle the complexity behind the scenes. Flex is a perfect example. Kwiff had the vision, and we provided the technology to make it happen.

SBCN: How does this collaboration open the door for future innovations in sports betting?

NF: For us, Flex is just the beginning. It proves that players want more control and personalisation. That insight will guide future features that make betting more interactive and rewarding.

TE: And from our side, Flex demonstrates what’s possible when you break free from industry norms. Our platform can support countless variations of betting mechanics, so the potential for new ideas is enormous.

Tomas, You talk about “opening up a world of possibilities.” What kinds of features or concepts do you think this partner-led model could unlock next for operators like kwiff?

TE: We know players value flexibility and protection and that they don’t want to win or lose everything on a single outcome. Successful product features should be designed with that in mind, and Flex is a great example. What’s important to note here is that supporting kwiff’s Flex required zero backend changes from our side, which shows the strength of the Tzeract platform.

Today, we handle more than 40% of the bets processed on Kambi’s Turnkey Sportsbook, yet we were able to enable Flex without even knowing about it when we trade and risk manage. That’s because we’ve moved from a static bet-offer grid to an open-world sandbox, and partner-led innovation.

Our philosophy is simple: you imagine it, we provide the backend to action it. We provide the infrastructure for odds calculation, risk management and settlement, while operators like kwiff drive product development and player experience. This approach supports unlimited product innovation and ensures sportsbooks can deliver experiences truly optimised for the player.