Ten years ago this November, people from different corners of the world converged on a cramped New York City WeWork to build something that didn't yet exist: Sure. A decade later, more than $1 billion in premium flows through our platform annually. Enterprise brands serving millions of consumers rely on what we’ve built.

We spent a decade creating what the insurance industry needed but couldn't envision or build itself.

The early days: no playbook, no precedent, just blue ocean

The industry was still debating what to even call this emerging space of technology and insurance. The term "InsurTech" wouldn't stick for months.

The numbers tell the real story: 99% of insurance transactions involve a human in some step. Electronic signatures were considered cutting-edge innovation. Most policies were sold through agents or call centers. Mobile apps were basic information portals at best. Online payments weren’t operational. It was all so aspirational.

Buying embedded insurance within another brand's experience? Not even a concept. API integrations for insurance didn't exist. The idea of a complete vertical SaaS platform to handle everything from policy administration to frontend experiences wasn't on anyone's roadmap.

Insurance lived in its own world, one with almost the lowest customer satisfaction scores of any industry. Even the DMV would rank higher on some surveys.

Finding product market fit

We started with episodic travel insurance products and moved to renters and jewelry. All seamlessly delivered in a mobile-first experience.

In 2015, that idea alone was novel. Carriers partnered with us because we could do something they couldn't, deliver instant quoting and binding that actually worked end-to-end.

That’s when it all clicked. The platform we'd built for our own operations was the real product. While everyone else was still moving from paper to screens, we had built a complete operating system for any insurance product. We shifted from consumer app to SaaS platform provider before the category even had a name and while the incumbents were still debating a cloud offering.

More than 100 companies adopted our integrations. Each partnership taught us something new about what enterprise distribution actually requires. Not just APIs, but complete experiences that lived entirely within a partner's ecosystem. Every implementation proved the approach worked and refined what came next.

When COVID hit in 2020, growth accelerated for digital insurance programs. Sure’s platform kept running. Programs kept growing.

Enterprise partnerships with the world's biggest brands and carriers validated everything at scale. Brands with hundreds of millions of customers chose our platform. The model we'd developed protected them from what had killed direct carrier partnerships before. We’d now proven we could scale programs across industries. 

By 2023, Forbes named us to their Fintech 50 and again in 2024. Every new platform capability, insurance program, and customer success, built on lessons from the previous one.

Built to be invisible

Like Visa facilitates cashless payments without being the bank or the merchant, Sure facilitates insurance transactions without being the brand or the carrier. The comparison isn't ours. It's how the industry describes what we do.

Our platform supports automotive, home, commercial, and life programs through one unified platform, not scattered across systems and spreadsheets and broken promises.

The next decade of growth

The embedded insurance market is projected to reach $700 billion by 2030. By 2028, 30% of all insurance transactions will happen through embedded channels. This isn't speculation. 94% of insurance executives already view it as critical to their future strategies.

What's working in automotive and real estate is expanding everywhere. Life insurance is launching through employer platforms and fintech apps. Auto coverage is being offered by mobility companies and manufacturers. Home insurance is being embedded in mortgage and property management flows. Lines of business that couldn't scale through traditional channels are now reaching millions of customers through embedded experiences.

The hard question of how to build has been answered. The execution risk has largely been eliminated. Economics align for everyone involved. Brands can own their customer experience without building insurance systems, and carriers can access distribution channels they couldn't reach alone.

The market is ready for insurance programs Built on Sure.

The rails are built

Ten years ago this category of company didn't exist. The model and distribution didn't exist. Someone had to go first.

We’ve built the complete vertically integrated and turn-key solution for launching any embedded insurance program. The rails that let insurance meet customers exactly where they are.

An immense amount of gratitude is owed to each person that joined Sure along the way to make this all possible. And a big ‘thank you’ to our early partners who believed our vision and took a chance on a startup.

The foundation took a decade. What gets built on top of it? That's the next decade's work.