Startups > Sure

Sure

Sure enables businesses to embed insurance products into customer experiences via APIs.

Series C $123.1M total Founded 2015 United States

Sure is an API-driven infrastructure platform that enables businesses to embed insurance products directly into their customer experiences in milliseconds. The company provides policy management, claims settlement, and quoting infrastructure that allows brands and carriers to launch digital insurance programs without building from scratch. Sure serves enterprises like Tesla, MasterCard, Intuit, and Carvana, differentiating through fully embedded end-to-end experiences built from the ground up rather than rebranded legacy solutions.

Problem solved

Companies struggle to launch digital insurance products quickly and cost-effectively without building complex policy management, claims, and quoting infrastructure from scratch.

Target customer

Insurance carriers and non-insurance brands (fintech, automotive, ecommerce, credit) seeking to launch embedded digital insurance programs at scale.

Website LinkedIn Crunchbase

Founders

Wayne Slavin

CEO & Co-Founder

Previously VP of Product Management at Tapingo (TechCrunch's Most Innovative Company 2013), worked in payments and e-commerce, holds Master's in Technology Management from Columbia University.

Jarod Kolman

Co-Founder

Previously Founder & Managing Director at Limestone Properties, holds Bachelor of Commerce Honours in Economics and Finance from University of the Witwatersrand.

Funding history

Seed $2.6M May 2016 Led by FFVenture Capital, Montage Ventures, Fosun RZ Capital · FFVenture Capital, Montage Ventures, Fosun RZ Capital

Series B $12.5M June 2019 Led by W. R. Berkley Corporation · W. R. Berkley Corporation

Series C $100M October 2021 Led by Declaration Partners, Kinnevik · WndrCo, W. R. Berkley, Menlo Ventures

Total raised: $123.1M

Industries

Financial Services Insurance FinTech InsurTech

Pricing

Not publicly available. Enterprise SaaS model with custom pricing based on usage and feature requirements.

Notable customers

Farmers Insurance, Chubb, Intuit, Betterment, Revolut, Carvana, Tesla, Toyota, MasterCard, Jewelers Mutual Group, leading global credit card network

Integrations

CU Financial Group (SimpleQuote partnership), Checkout.com (digital insurance payments), HOMEE (investment partnership)

Website

sureapp.com/

Competitors

Zopper

Embedded insurance platform; Sure differentiates through fully end-to-end digital experiences built from ground up versus rebranded legacy solutions.

Cover Genius

Travel and specialty insurance embedded solutions; Sure has broader horizontal platform for any insurance product type.

Bolttech

Insurance infrastructure provider; Sure emphasizes faster speed to market and more complete policy lifecycle automation.

Why this matters: Sure has captured $123M in funding and serves marquee enterprise customers (Tesla, MasterCard, Intuit) by fundamentally modernizing how insurance is distributed and embedded into digital experiences. The company's recent AI agent integration (Model Context Protocol, June 2025) signals a strategic shift toward autonomous insurance workflows, positioning it at the intersection of InsurTech and AI infrastructure.

Best for: Insurance carriers and consumer brands that need to launch fully digital, embedded insurance products quickly without building complex underwriting and claims infrastructure internally.

Use cases

Automotive Manufacturer Insurance at Point of Sale

Automotive manufacturers embed vehicle insurance directly into their purchase experience, allowing buyers to quote and bind policies in seconds. Sure powers the entire backend infrastructure, from underwriting to claims, enabling seamless transaction completion without redirects or manual processes.

Fintech-Embedded Insurance Programs

Fintech platforms like Intuit and Revolut offer insurance products to their users without operating as carriers. Sure's APIs handle policy management, claims settlement, and compliance, allowing fintechs to monetize insurance while delegating operational complexity to the platform.

AI Agent-Driven Insurance Lifecycle Management

With Sure's Model Context Protocol (launched June 2025), AI agents can independently manage insurance workflows including quoting, binding, servicing, and claims. This enables fully autonomous insurance experiences without human intervention in routine tasks.

Credit Union Insurance Distribution

Credit unions partner with Sure and CU Financial Group to offer insurance products to members through digital-first channels, expanding revenue without hiring insurance staff or managing complex legacy systems.

Alternatives

Zopper Specializes in embedded insurance but may have slower time-to-market; Sure emphasizes fastest implementation speed and fully modern infrastructure.

Cover Genius Primarily focused on travel and specialty insurance; Sure offers horizontal platform for any insurance product type across industries.

Bolttech Insurance infrastructure provider with broader product protection focus; Sure emphasizes consumer experience embedding and millisecond policy binding.

FAQ

What does Sure do? +

Sure provides an API-driven infrastructure platform that allows brands and insurance carriers to embed digital insurance products into customer experiences. The platform handles the entire insurance lifecycle including policy management, claims settlement, quoting, and compliance, enabling businesses to launch insurance products in milliseconds without building infrastructure from scratch.

How much does Sure cost? +

Sure does not publicly disclose pricing. The company uses an enterprise SaaS model with custom pricing based on usage volume and feature requirements. Contact their sales team for a quote.

What are alternatives to Sure? +

Top alternatives include Zopper (embedded insurance infrastructure), Cover Genius (insurance embedding platform, travel-focused), and Bolttech (insurance infrastructure provider). Each has different strengths depending on industry and use case.

Who uses Sure? +

Sure serves insurance carriers (Farmers, Chubb), fintech platforms (Intuit, Betterment, Revolut), automotive companies (Tesla, Toyota, major OEMs), payment networks (MasterCard), ecommerce (Carvana), and specialty insurers (Jewelers Mutual). Target customers are any organization seeking to launch embedded digital insurance programs.

How does Sure compare to Cover Genius? +

Cover Genius focuses primarily on travel and specialty insurance embedding, while Sure provides a horizontal platform for any insurance product type. Sure emphasizes end-to-end digital experience and fastest time-to-market through modern infrastructure built ground-up, while Cover Genius may serve specific verticals more deeply.