Exclusive: Kwiff unveils new bet builder protection feature Flex
Director of sportsbook hails product as “more dynamic” than other protection offerings on the market ahead of soft launch
Kwiff is set to launch Flex – a new bet builder feature that allows customers to still win even if one or more legs lose, EGR can exclusively reveal.
The concept, which was first devised in May, allows customers to ‘flex’ legs and give them protection.
For example, if a customer placed a four-leg bet builder, they could flex two of the legs to protect their bet builder and still secure a win if the other two legs succeed.
There is no requirement to apply the flex to any specific leg.
The pricing will be handled by Kambi’s Tzeract arm, with users able to create bet builders with up to 20 legs.
The product will roll out across football, with plans in the pipeline to expand into other sports.
Management is expecting the average number of legs per bet builder across the sportsbook to increase following the rollout of Flex.
There will be a soft launch throughout December, before a stronger marketing push of the product moving into 2026.
Kwiff already has a ‘Bet Builder Insurance’ promotion live, which gives customers a £10 free bet if one leg of a bet builder fails.
Speaking to EGR, kwiiff director of sportsbook Niklas Fallsjö described Flex as “much more dynamic than what we have seen in the industry before”.
He said: “It’s a way to innovate. Bet builders are extremely popular. Everyone likes to create their own story about the match.
“But it’s often quite low probability that these bets win. We came up with the idea of having the ability to flex one or more outcomes on your bet builder, keeping that entertainment of multiple selections to follow, but giving the user a bit more control so they can have a greater chance to win and protect their bets.
“It’s about giving the user the best possible experience. We would like to make that whole bet builder experience a bit more entertaining.
“This is not a promotion. This is a built-in feature without any restrictions to it. The user just adds the number of selections they want to. They flex how many they want to.
“The odds are just depending on how many selections they choose to flex. It’s much more dynamic and entertaining than what we have seen before in the industry.”