Sports betting has long been defined by a simple rule: one wrong pick and the bet is dead. With the launch of Flex, kwiff is challenging that logic and introducing a new way for players to manage risk within Bet Builders.
Flex is a newly released product feature that allows players to add protection to one or more selections in a Bet Builder. Instead of the entire bet collapsing when a leg fails, the bet can still return a win depending on how much protection the player has chosen. The feature is now live for football Bet Builders and marks a notable shift in how accumulator-style bets can be structured.
Unlike traditional accumulator insurance or money-back offers, Flex is not a temporary promotion. It is built directly into the betting experience as a permanent, customisable option. Players actively choose their level of protection before placing a bet, rather than relying on conditional refunds or limited campaigns.
In practice, this means the focus moves away from refunds and towards outcomes. Money-back offers typically return the stake if a single leg loses, but the bet itself is still settled as a loss. Flex changes that dynamic by allowing the bet to remain alive, creating more winning outcomes and a smoother betting journey even when events do not unfold perfectly.
The feature has been developed in partnership with Tzeract, part of Kambi Group, and reflects a broader push toward product-led innovation rather than bonus-driven engagement. By allowing players to balance risk and reward on their own terms, Flex encourages larger and more complex Bet Builders without forcing users into all-or-nothing scenarios.
Niklas Fallsjö, Director of Sportsbook at kwiff, describes Flex as a long-term addition rather than a short-lived enhancement.
“Flex is a true differentiator that consolidates our position as an innovator in sports betting,” he said. “It’s built to give players the chance to still land a win even if one or more legs lose, depending on how much they choose to flex. This is a permanent product feature that improves the entire Bet Builder experience.”
From a platform perspective, the launch also highlights the growing role of advanced trading and AI-driven pricing in modern sportsbooks. According to Tzeract, Flex demonstrates how sportsbooks can move beyond rigid bet structures and introduce mechanics that are not yet standard across the industry.
Tomas Ericsson, Head of Operations and Product at Tzeract, points to collaboration as the key driver behind the feature.
“We believe in a partner-led innovation strategy and in working with operators who take a sportsbook-first approach,” he said. “Flex shows how our AI trading platform can support partners in building features outside the traditional bet grid, enabling new ideas that are not part of today’s industry norms.”
For kwiff, Flex fits neatly into a wider strategy focused on differentiated products rather than incremental changes. As Bet Builders continue to dominate football betting activity, features that reduce frustration while preserving excitement are becoming increasingly valuable.
Flex does not remove risk from betting, but it reshapes how that risk is experienced. In an industry where innovation often comes in the form of short-term bonuses, kwiff’s approach stands out as a structural change to the product itself. Whether others follow suit may depend on how quickly players embrace the idea that a losing leg no longer has to mean a losing bet.
