Assureful
Assureful is an insurtech providing AI-underwritten product liability and specialty insurance for eCommerce sellers on Amazon, Shopify, and other marketplaces, using a pay-as-you-sell pricing model tied to real-time store sales data.
- Company typePrivate
- Founded2020
- HeadquartersSpokane, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Assureful does
Assureful is an insurtech company founded in 2020 that provides commercial insurance products designed specifically for eCommerce sellers on Amazon, Shopify, and other marketplaces. Its core offering is product liability insurance covering bodily injury and property damage from sold products, with $1M/$1M limits typical, priced through a "pay-as-you-sell" usage-based model that ties monthly premiums to actual sales volume rather than annual forecasts. The company serves primarily SMB sellers, including those selling imported goods from China, who need compliant coverage to satisfy marketplace requirements such as Amazon's $10,000 monthly sales threshold, and reports covering 33,000+ product categories with a stated average 42% savings versus comparable A-rated insurers.
The company's core technology is an AI and machine learning underwriting engine that connects directly to Amazon Seller Central and Shopify via OAuth integrations, ingesting real-time sales data to rate product-mix risk and calculate monthly premiums. Additional products include Seller Defender (an add-on coverage) and Lost Inbound Insurance (launched December 2025 in partnership with Threecolts to cover Amazon FBA inventory loss during inbound shipping). Distribution is entirely digital self-serve through a 3-step web quote flow, complemented by embedded integrations with Amazon, Shopify, and the Threecolts marketplace management platform. The company holds SOC 2 Type 2 compliance, operates as a Lloyd's Coverholder providing A-rated insurance capacity, and is licensed as a property and casualty agency across all 50 US states plus DC, with separate registrations in England & Wales (Assureful Limited, company number 13238645) and Hong Kong (Assureful (Asia) Limited, IA License No. GA1077).
The business model is usage-based monthly billing, with starter product liability coverage at $26/month and tiered pricing up to $450/month for established merchants, plus custom pricing for aggregator-grade limits. The company raised $1.5M in a pre-seed round in October 2023 led by Markd with participation from Greenlight Re Innovations, and operates with a 1-10 person team headquartered in Spokane/Seattle.
Assureful firmographics
Firmographics- Name
- Assureful
- Legal name
- Assureful, Inc.
- Website
- https://assureful.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Assureful is an insurtech providing AI-underwritten product liability and specialty insurance for eCommerce sellers on Amazon, Shopify, and other marketplaces, using a pay-as-you-sell pricing model tied to real-time store sales data.
- Ownership category
- akta.pro rank
Assureful industry classification
Industry- Product category
- eCommerce Insurance
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
Keywords
Where Assureful is headquartered
LocationHeadquarters
- HQ city
- Spokane
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Assureful business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Insurance Premiums: Monthly insurance premiums calculated based on actual sales volume from connected seller accounts. Premium follows real sales activity - when sales go down, premium goes down automatically. Cancel anytime with 30 days notice.
- Product Liability Coverage: Core revenue stream from providing product liability insurance for eCommerce sellers across Amazon, Shopify, and other marketplaces
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Basic Product Liability - Starting at $26/month |
| Usage-based | Monthly | Amazon Seller Insurance - $26-$95/month |
| Usage-based | Monthly | Shopify Store Insurance - Starting at $26/month |
| Usage-based | Monthly | eCommerce Insurance Stack - $26-$85/month |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Assureful product offering
Product offeringCore offering
Assureful is an insurtech provider of product liability and related commercial insurance for online marketplace sellers. The company uses an AI underwriting engine that connects directly to Amazon Seller Central and Shopify accounts via OAuth to price coverage from real-time sales data, offering a pay-as-you-sell premium model with monthly billing. Coverage spans 33,000+ product categories, is backed by Lloyd's of London capacity, and is delivered through a digital self-serve quote flow.
Product overview
Assureful is an eCommerce insurance platform offering product liability and general liability coverage specifically designed for marketplace sellers. The core offering consists of Product Liability Insurance for Amazon and Shopify sellers, with specialized platforms for each channel (Amazon Seller Insurance and Shopify Store Insurance). Additional products include Seller Defender and Lost Inbound Insurance for inventory protection. The company uses a pay-as-you-sell pricing model powered by AI underwriting that connects directly to seller accounts to price coverage from real sales data rather than static annual forecasts. Coverage supports 33,000+ product categories including imported goods.
Differentiator
Problem solved
Functional benefit
Products and services
- Product Liability Insurance Primary product liability insurance for individual eCommerce sellers on Amazon and Shopify, priced using real sales data via the pay-as-you-sell model. Covers bodily injury and property damage claims caused by products sold, typically with $1M/$1M limits.
- Amazon Seller Insurance Product liability insurance tailored for Amazon third-party sellers, meeting the $10K monthly sales threshold requirement and $1M/$1M coverage needs. Includes Amazon-specific certificate of insurance (COI) support with correct Additional Insured wording for Seller Central submission.
- Shopify Store Insurance Product liability insurance for Shopify merchants including DTC brands, dropshippers, and wholesale-ready sellers. Covers various Shopify business models and provides COI for wholesale partners, suppliers, retail buyers, and multi-channel expansion to Amazon, Etsy, Walmart, and retail.
- Lost Inbound Insurance Specialized insurance product designed to protect Amazon FBA sellers from inventory loss during inbound shipping to fulfillment centers. Integrated with Threecolts' marketplace management platform for automatic claims processing and faster payouts.
- Seller Defender Additional coverage offering for marketplace sellers positioned alongside core product liability insurance on the Assureful website.
Quantifiable outcome
- Average 42% savings compared to comparable A-rated insurers
- +2 more outcomes
Companies that use Assureful
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Assureful technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature4 records
Assureful partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ThreecoltsflagshipLaunched Lost Inbound Insurance product specifically designed to protect Amazon FBA sellers from inventory loss during inbound shipping to fulfillment centers. Solution integrates directly into Threecolts' marketplace management platform enabling automatic claims triggering and faster payouts compared to traditional manual processes. Partnership positions the integration as setting a new standard for supply chain risk management.
Scale indicators5 records
Recent moves4 records
Expansion highlights5 records
Assureful competitors and assessment
Company assessmentDirect peers
- Thimble: Thimble offers short-term and on-demand general and professional liability insurance for SMBs and freelancers, including eCommerce sellers, with monthly billing. It is the closest direct competitor to Assureful's pay-as-you-sell, digital-first product liability model.
- Next Insurance: Next Insurance provides digital-first, usage-based commercial insurance (general liability, professional liability, workers' comp) targeted at SMBs and online businesses. Like Assureful, it emphasizes instant online binding, monthly billing, and integrations with ecommerce platforms.
- CoverWallet: CoverWallet (an Aon company) is a digital insurance platform that helps SMBs and eCommerce operators compare and bind commercial coverages online. It overlaps with Assureful on digital distribution to SMB sellers, though it operates more as a multi-carrier brokerage.
- Embroker: Embroker is a digital commercial insurance broker focused on technology and growth-stage businesses, offering tailored policies online. It shares Assureful's digitally-native distribution ethos and SMB/startup customer base.
- Vouch Insurance: Vouch provides business insurance (general liability, professional liability, cyber) designed for startups and tech-enabled SMBs, with fully online binding. It targets a similar digitally-native SMB customer profile as Assureful.
Emerging players
- Slice Labs: Slice Labs is an on-demand, cloud-based insurtech that enables insurers to launch digital, usage-based products for SMBs and gig workers. Its embedded, usage-based model aligns with Assureful's pay-as-you-sell approach.
- Coalition: Coalition is a digital insurtech focused on cyber and technology E&O coverage for SMBs, with continuous risk monitoring. It is comparable as a digitally-native SMB commercial insurer with technology-led underwriting, and represents an adjacent product category Assureful has begun to offer.
Broad incumbents
- Hiscox: Hiscox is a specialty insurer with deep SMB and eCommerce product liability offerings, including dedicated small business and online seller products. It competes for the same end customer and is often the A-rated incumbent Assureful benchmarks its 42% savings against.
- Simply Business: Simply Business is an online insurance broker specializing in small business coverage including product liability and general liability for retailers and online sellers. It is comparable as a digital-first SMB insurance distributor.
- Berkshire Hathaway Direct (BiBerk): BiBerk offers online small commercial insurance including product liability for online retailers, with instant quotes and binding. It is a broader incumbent that competes in Assureful's SMB eCommerce target market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Assureful social profiles
Digital presenceAssureful compliance and trust
Trust signalCompliance1 record
Assureful financial estimates
Financial estimateRevenue estimate
Valuation estimate
Assureful leadership team
Management profileNumber of profiles
Assureful funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Assureful 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 Assureful
What does Assureful do?
Assureful is an insurtech provider of product liability and related commercial insurance for online marketplace sellers. The company uses an AI underwriting engine that connects directly to Amazon Seller Central and Shopify accounts via OAuth to price coverage from real-time sales data, offering a pay-as-you-sell premium model with monthly billing. Coverage spans 33,000+ product categories, is backed by Lloyd's of London capacity, and is delivered through a digital self-serve quote flow.
Is Assureful a public or private company?
Assureful is a private company. It is classified as venture growth investor backed and is currently operating.
When was Assureful founded?
Assureful was founded in 2020. It employs 1 to 10 people.
Where is Assureful based?
Assureful is headquartered in Spokane, United States, in the North America region.
How does Assureful make money?
Two revenue lines are on record. Insurance Premiums are the primary driver. The others are product Liability Coverage.
Who are Assureful's main competitors?
Direct peers on record are Thimble, Next Insurance, CoverWallet, Embroker and Vouch Insurance. Emerging players are Slice Labs and Coalition. Broad incumbents are Hiscox, Simply Business and Berkshire Hathaway Direct (BiBerk).
Does Assureful have an API?
No public API is recorded for Assureful.
What industry is Assureful in?
Assureful's product category is eCommerce Insurance. Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms. Its NAICS code is 52412 and its SIC code is 6411.