Root Insurance
Root Insurance is a publicly traded auto insurtech that prices personal car insurance primarily on driving behavior measured through a smartphone telematics app, distributing policies via direct-to-consumer mobile, embedded OEM partnerships, and a 15,000+ agent independent network across 36 U.S. states.
- Company typePublic
- Founded2015
- HeadquartersColumbus, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Root Insurance does
Root Insurance is a publicly traded (NASDAQ: ROOT) property and casualty insurtech founded in 2015 in Columbus, Ohio, that underwrites personal auto insurance priced primarily on actual driving behavior rather than demographics. Customers download Root's mobile app, complete a multi-week "test drive" during which smartphone sensors (GPS, accelerometer, gyroscope, magnetometer) collect driving data, and then receive personalized quotes. The company also offers renters insurance and add-ons including roadside assistance, SR-22 filing, and collision deductible waiver.
The core technology stack is a mobile telematics platform combined with proprietary machine learning pricing models trained on over 20 billion miles of collected driving data. Root uses computer vision and image processing in its claims flow, supports virtual vehicle inspections via app-based photo capture, and operates a fully automated 24-hour digital onboarding system for independent agents. Recent connected-vehicle data partnerships with Toyota and Hyundai Capital extend telematics input beyond smartphone sensors into OEM-native vehicle data.
Root generates revenue primarily through six-month recurring auto insurance premiums on a monthly or full-term billing basis, with average rates of $127/month for minimum coverage and $246/month for full coverage. Distribution is omnichannel: direct-to-consumer via the mobile app, embedded insurance partnerships with Carvana (200,000+ policies milestone), Hyundai Capital America, and Kikoff, independent agents through EZLynx and PL Rating comparative raters, and aggregators including Experian and Freeway Insurance. The company operates across 36 U.S. states through multiple insurance carrier entities and managing general agencies.
Root Insurance firmographics
Firmographics- Name
- Root Insurance
- Legal name
- Root Insurance Company
- Website
- https://joinroot.com
- Company type
- Public
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Root Insurance is a publicly traded auto insurtech that prices personal car insurance primarily on driving behavior measured through a smartphone telematics app, distributing policies via direct-to-consumer mobile, embedded OEM partnerships, and a 15,000+ agent independent network across 36 U.S. states.
- Ownership category
- akta.pro rank
Where Root Insurance is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Root Insurance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Auto Insurance Premiums: Primary revenue stream from 6-month term auto insurance policies priced based on telematics-derived driving behavior. Policyholders pay monthly or full-term premiums. Q1 2026 revenue of $393.5M with 12.6% revenue growth.
- Embedded Insurance Distribution: Revenue generated through partnership distribution channels including Carvana, Hyundai Capital, and other OEM partners where Root provides insurance as integrated offering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Minimum Coverage - Liability insurance meeting state requirements |
| Subscription | Monthly | Full Coverage - Liability + Collision + Comprehensive |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels5 records
Root Insurance product offering
Product offeringCore offering
Root Insurance is a mobile-first auto insurance carrier that prices policies primarily on measured driving behavior rather than demographics. Customers download the Root app, complete a Test Drive period during which smartphone sensors (GPS, accelerometer, gyroscope, magnetometer) capture braking, turning, acceleration and time-of-day patterns, and then receive a personalized 6-month term quote. The company also distributes through independent agents and embedded insurance partnerships with automotive and consumer finance platforms.
Product overview
Root Insurance is a technology-based car insurance company that operates primarily through its mobile app, offering personalized auto insurance rates based on telematics-measured driving behavior rather than demographics. The core product is Root Car Insurance, complemented by supplementary coverage add-ons including Renters Insurance, Roadside Assistance, SR-22 Filing, and Collision Deductible Waiver. Distribution occurs through multiple channels: direct-to-consumer via the mobile app, independent insurance agents through comparative raters (EZLynx, PL Rating) and API platforms (First Connect), and embedded insurance partnerships with automotive/fintech platforms (Carvana Insurance Built with Root, Kikoff Embedded Insurance, Freeway Insurance). The company leverages telematics technology, AI-driven pricing models, and automated claims processing as core differentiators.
Differentiator
Problem solved
Functional benefit
Brands
- Carvana Insurance Built with Root: Embedded insurance partnership product offered through Carvana's car-buying platform, allowing customers to purchase insurance in just three clicks during the car purchase process.
- Hyundai Capital America Partnership
Products and services
- Root Car Insurance Mobile-based auto insurance that prices 6-month term policies primarily on driving behavior measured through smartphone sensors during a Test Drive period, instead of on demographics such as age, credit score, or ZIP code. Sold directly to individual drivers in 36 U.S. states via the Root iOS/Android app and website.
- Renters Insurance
Quantifiable outcome
- Safe drivers can save up to $1,200/year
- +4 more outcomes
Companies that use Root Insurance
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Root Insurance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability7 records
Feature5 records
Root Insurance partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- Hugo InsuranceminorPartnership where Root serves as expanded full coverage option for Hugo customers, giving drivers access to coverage through Hugo's digital platform in 16 states where Hugo operates. Combines Hugo's flexible liability insurance with Root's full coverage offering.
- Freeway InsurancecoreIntegration into Freeway's multi-carrier marketplace, the nation's largest personal lines insurance distribution platform. Enables customers nationwide to access Root insurance through online, call centers, and local retail offices with bilingual support.
- Chip Ganassi RacingminorMotorsport partnership where Chip Ganassi Racing won the 2025 Indianapolis 500. New writings in partnership channel nearly tripled in 2025. Partnership viewed as extending beyond race day exposure to strengthening relationships across automotive and technology sectors.
- Meyer Shank RacingminorMotorsport partnership where Meyer Shank Racing won the 2026 Indianapolis 500. Partnership accelerates Root's embedded insurance and distribution footprint nationwide.
- CarvanacoreEmbedded insurance partnership 'Carvana Insurance Built with Root' surpassed 200,000 policies sold. Industry's first deep technical integration between a national car retailer and digital-first insurer, offering fully integrated 3-click insurance purchase at point of car sale across 36 states.
- ToyotacoreData partnership enabling eligible Toyota and Lexus vehicle owners to receive instant telematics-based insurance quotes using connected car data. New data partnership as part of Root's connected vehicle ecosystem strategy.
- KikoffminorIntegration of Root's auto insurance quoting and purchase experience directly into Kikoff platform. Kikoff's 4+ million financially engaged customers can access instant, personalized car insurance quotes within the Kikoff app using Root's data-driven pricing.
- EZLynx and PL RatingcoreIntegration with industry-leading comparative raters allowing independent agents to quote and bind Root policies. Available in 23 states with plans for nationwide expansion. Root had already appointed 7,000+ agents since entering agency channel in 2024.
- ExperiancoreRoot added to Experian's auto insurance portfolio, expanding access for consumers through Experian's consumer financial services ecosystem.
- Hyundai Capital AmericacoreStrategic partnership combining Hyundai Capital America's auto finance leadership with Root's mobile technology and customer-focused insurance models. Aims to deliver data-driven, competitive rates and personalized technology-driven solutions while enhancing vehicle ownership experience.
- First ConnectminorAPI-powered auto insurance quote and bind capabilities for independent insurance agents. Initially launched in California with plans to expand to 25 additional states by end of October 2024.
Scale indicators17 records
Recent moves7 records
Expansion highlights6 records
Root Insurance competitors and assessment
Company assessmentDirect peers
- Branch Insurance: Branch is a digital-first insurance company offering bundling of home and auto with an embedded distribution strategy. Its mobile-first acquisition and bundling approach parallels Root's tech-led model and omnichannel push.
- Progressive: Progressive is one of the largest US auto insurers and operates Snapshot, a long-running telematics-based usage-based insurance product. It is the most direct comparable to Root given its scale in auto and use of driving-behavior pricing, though it also sells through traditional channels.
- Metromile: Metromile pioneered pay-per-mile auto insurance with telematics-based pricing, closely mirroring Root's model of measuring actual driving behavior to price risk. Both companies are digital-first auto insurers targeting lower-mileage drivers.
- Clearcover: Clearcover is an AI-driven auto insurtech using a digital-first platform to offer competitive rates to good drivers. It targets a similar customer segment as Root and uses technology-led underwriting to reduce costs.
- Hugo Insurance: Hugo Insurance is a pay-at-your-pace liability auto insurer that partners with Root to offer Root's full coverage as an upgrade. Both target digitally savvy drivers seeking non-traditional insurance models.
Emerging players
- Lemonade: Lemonade is a digital insurance company using AI-driven underwriting initially in renters and homeowners, now expanding into auto. Its mobile-first, technology-led model and ongoing entry into auto insurance makes it a relevant emerging comparable.
Broad incumbents
- Allstate: Allstate is a major national P&C insurer that operates Drivewise, its own telematics-based pricing program. As a broad incumbent with significantly more scale and channels, it competes with Root on auto insurance while also offering home and other lines.
- State Farm: State Farm is the largest US personal lines insurer, with a captive agent distribution model and a Drive Safe & Save telematics program. It represents the dominant incumbent in auto insurance that Root is attempting to disrupt.
- GEICO: GEICO is one of the largest auto insurers in the US with a direct-to-consumer digital model and a DriveEasy telematics program. As a low-cost direct auto insurer with massive scale, it is a critical benchmark for Root's digital strategy.
- Liberty Mutual: Liberty Mutual is a major US P&C insurer offering personal and commercial auto with RightTrack, its telematics-based pricing program. As a broad incumbent with telematics capabilities, it competes across multiple customer segments that Root also targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Root Insurance social profiles
Digital presenceRoot Insurance compliance and trust
Trust signalCompliance1 record
Root Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Root Insurance leadership team
Management profileNumber of profiles
Profiles9 records
Root Insurance subsidiaries and ownership
Company hierarchySubsidiaries5 records
Root Insurance funding detail
Funding detailFunding overview
Funding rounds7 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Root Insurance M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Root Insurance
What does Root Insurance do?
Root Insurance is a mobile-first auto insurance carrier that prices policies primarily on measured driving behavior rather than demographics. Customers download the Root app, complete a Test Drive period during which smartphone sensors (GPS, accelerometer, gyroscope, magnetometer) capture braking, turning, acceleration and time-of-day patterns, and then receive a personalized 6-month term quote. The company also distributes through independent agents and embedded insurance partnerships with automotive and consumer finance platforms.
Is Root Insurance a public or private company?
Root Insurance is a public company. It is classified as public and is currently operating.
When was Root Insurance founded?
Root Insurance was founded in 2015. It employs 1,001 to 5,000 people.
Where is Root Insurance based?
Root Insurance is headquartered in Columbus, United States, in the North America region.
How does Root Insurance make money?
Two revenue lines are on record. Auto Insurance Premiums are the primary driver. The others are embedded Insurance Distribution.
Who are Root Insurance's main competitors?
Direct peers on record are Branch Insurance, Progressive, Metromile, Clearcover and Hugo Insurance. Lemonade is listed as an emerging player. Broad incumbents are Allstate, State Farm, GEICO and Liberty Mutual.
Does Root Insurance have an API?
Yes. Root offers highly customized APIs that enable partners to seamlessly integrate insurance into other purchases. The company has developed deep technical integrations with partners such as Carvana, allowing customers to purchase insurance in just three clicks during the car-buying process across 36 states. API-powered quote and bind capabilities are also available through partner platforms like First Connect for independent agents.