SureBright
- Company typePrivate
- Founded2022
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
SureBright firmographics
Firmographics- Name
- SureBright
- Legal name
- SureBright Technologies, Inc.
- Website
- https://surebright.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
SureBright industry classification
Industry- Product category
- Embedded Insurance & Warranty Platform
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Data, Analytics & AI for Insurance (Risk, Pricing, Personalization) (FSAGAGAE)
- akta.pro secondary industry
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
Keywords
Where SureBright is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
SureBright business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Warranty Revenue Share: Merchants earn revenue share on each extended warranty, accidental warranty, and shipping protection policy sold through their platform. The company operates on a performance-based model where merchants receive a significant margin on each policy sold, with high revenue sharing rates. Pricing can be customized by merchants, with typical markups of 100% recommended over cost.
- Whole System Warranty Revenue: Custom integrators earn revenue share on whole system warranty sales through Specifi integration, plus additional earnings from repair work they perform on covered claims.
- Warranty Plan Sales: Direct warranty plan sales to end consumers through merchant e-commerce platforms, with merchants receiving revenue share and SureBright handling claims administration and underwriting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | No merchant subscription fees - zero cost to onboard |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels6 records
SureBright product offering
Product offeringCore offering
SureBright is an insurance-as-a-service platform that lets e-commerce merchants embed and sell warranty, accidental damage, shipping protection, and whole system warranty products directly on their storefronts. The platform delivers 10-minute onboarding with zero technical effort, AI-powered product qualification across unlimited SKUs, branded UI widgets, full claims administration, and revenue share payouts to merchants.
Product overview
SureBright is a product protection and warranty solutions platform offering a portfolio of four core warranty products: Extended Warranty, Accidental Warranty, Shipping Protection, and Whole System Warranty. The platform operates on a module-plus-portal architecture, pairing these warranty offerings with a Merchant Portal for tracking sales and analytics, and a Customer Claims Portal for self-service claim filing. Integration is provided through native apps on major e-commerce platforms (Shopify, WooCommerce, BigCommerce, Magento) and a JavaScript-based Frontend Widget for custom websites. The Specifi integration extends whole-system warranty functionality to custom installers through proposal software. All products leverage AI-powered product qualification for automated coverage and pricing determination.
Differentiator
Problem solved
Functional benefit
Brands
- SureBright Anywhere: A platform for shoppers to buy warranty protection for products they already own
- Whole System Warranty
- Specifi Integration
Products and services
- Extended Warranty Product protection plan covering mechanical and electrical failures beyond the manufacturer's warranty, with power surge protection, free shipping for repairs, and 24/7 customer support. Sold to end consumers via merchant e-commerce sites.
- Accidental Warranty Protection plan covering everyday accidents including drops, liquid spills, cat claws, and mishaps; includes everything in Extended Warranty plus accidental damage from incidents.
- Shipping Protection Insurance coverage that protects packages from the warehouse to the customer's doorstep against loss, damage, porch piracy, and other shipping issues that erode merchant profits and reputation.
- Whole System Warranty Comprehensive warranty covering entire custom installation setups (home theater, security, smart home, networking, automation) under one plan, including labor, accidental damage, surge protection, professional reinstallation, and replacement options. Sold primarily through Specifi proposal software.
Quantifiable outcome
- 20.2% average warranty conversion rate (range: 10-64%)
- +5 more outcomes
Companies that use SureBright
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles3 records
SureBright technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability2 records
Feature7 records
SureBright partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- SennheiserflagshipSennheiser partnered with SureBright to provide enhanced warranty coverage options and shipping insurance to their US and Canadian customers. The partnership leverages SureBright's platform trusted by over 500 brands, including many within Sennheiser's authorized retailer network.
- SpecificoreSureBright integrated its whole system warranty platform directly into Specifi's proposal software, enabling custom integrators to add warranty protection to proposals with 1-click activation. The integration covers home theater, security, smart home, lighting, shades, automation, and networking gear.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
SureBright competitors and assessment
Company assessmentBroad incumbents
- Assurant: Assurant is a broad incumbent in extended warranty and product protection, serving major retailers and carriers globally. While it targets enterprise relationships more than SMB e-commerce, its scale and underwriting capacity set a competitive benchmark for embedded warranty players like SureBright.
- AIG Extended Warranty Solutions: AIG offers extended warranty and consumer product protection solutions globally through carrier and retailer partnerships. As a broad incumbent with significant capital and underwriting expertise, it represents a major potential competitor if it expands into embedded SMB e-commerce.
- Allstate Protection Plans: Allstate Protection Plans (formerly SquareTrade) is a broad incumbent offering extended warranties and device protection through major retailers and carriers. It competes in the same product protection category as SureBright but through enterprise distribution channels.
Direct peers
- Route: Route is a direct competitor in shipping protection for e-commerce merchants, offering package protection at checkout. While narrower in scope than SureBright, it competes for the same checkout-protection wallet and merchant relationships.
- Mulberry: Mulberry is a direct competitor offering embedded extended warranties and product protection for online retailers via Shopify and other platforms. It targets a similar SMB-to-enterprise merchant base with a revenue-share model.
- InsureShip: InsureShip is a direct competitor providing shipping insurance and package protection for e-commerce merchants. It overlaps with SureBright's Shipping Protection product on similar platforms.
- Clyde: Clyde is a direct competitor offering extended warranty and product protection plans for e-commerce merchants, primarily on Shopify. It operates on a similar embedded insurance-as-a-service model targeting the same merchant base with revenue-share pricing.
- Cover Genius: Cover Genius is an embedded insurance platform that distributes global warranty and protection products via API to e-commerce merchants. It competes with SureBright in offering digital insurance enablement across multiple product categories.
- Extend: Extend is a direct competitor providing product protection plans for e-commerce merchants, with deep integrations across major platforms including Shopify. It competes head-to-head with SureBright in extended warranty and accidental damage coverage offerings.
Emerging players
- Lemonade: Lemonade is an emerging insurtech using AI-driven underwriting and claims automation. While primarily focused on renters, home, and pet insurance, its technology platform and AI-first approach represent a competitive threat if it expands into embedded product protection.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key highlights7 records
Customer concentration
SureBright social profiles
Digital presenceSureBright compliance and trust
Trust signalCompliance3 records
SureBright financial estimates
Financial estimateRevenue estimate
Valuation estimate
SureBright leadership team
Management profileNumber of profiles
Profiles2 records
SureBright funding detail
Funding detailFunding overview
Funding rounds3 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SureBright M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SureBright
What does SureBright do?
SureBright is an insurance-as-a-service platform that lets e-commerce merchants embed and sell warranty, accidental damage, shipping protection, and whole system warranty products directly on their storefronts. The platform delivers 10-minute onboarding with zero technical effort, AI-powered product qualification across unlimited SKUs, branded UI widgets, full claims administration, and revenue share payouts to merchants.
Is SureBright a public or private company?
SureBright is a private company. It is classified as venture growth investor backed and is currently operating.
When was SureBright founded?
SureBright was founded in 2022. It employs 11 to 50 people.
Where is SureBright based?
SureBright is headquartered in Toronto, Canada, in the North America region.
How does SureBright make money?
Three revenue lines are on record. Warranty Revenue Share is the primary driver. The others are whole System Warranty Revenue and warranty Plan Sales.
Who are SureBright's main competitors?
Broad incumbents on record are Assurant, AIG Extended Warranty Solutions and Allstate Protection Plans. Direct peers are Route, Mulberry, InsureShip, Clyde, Cover Genius and Extend. Lemonade is listed as an emerging player.
Does SureBright have an API?
Yes. SureBright offers an API for independent website integration via two simple APIs, as well as a Frontend Widget Integration kit (JavaScript injection). The documentation site includes API Reference and Frontend Widget Integration guides. The draft order extension enables over-the-phone sales recording through Shopify's Draft Orders functionality. Developer documentation is at docs.surebright.com/api-reference/introduction.
What industry is SureBright in?
SureBright's product category is Embedded Insurance & Warranty Platform. Its primary akta.pro industry code is FSAGAGAE, Data, Analytics & AI for Insurance (Risk, Pricing, Personalization), with a secondary code of BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure. Its NAICS code is 5242 and its SIC code is 6411.