What Noblr does

Noblr is a San Francisco-based insurance technology company founded in 2017 that builds a usage-based auto insurance platform centered on smartphone sensor data. The company's flagship offering, SafePilot Miles, combines GPS tracking, motion/activity sensors, and driving-behavior analysis to bill policyholders based on actual miles driven rather than estimated mileage, while layering an additional discount tied to a computed driving score covering phone usage, harsh braking, and trip patterns. The product is delivered through a mobile application branded as USAA DriveSafe, deployed on iOS and Android, with enrollment gated behind an existing USAA Auto Insurance policy — indicating a distribution and technology partnership with USAA rather than direct consumer underwriting. Pricing mechanics consist of a fixed insurance rate plus a monthly mileage adjustment, with up to 20% savings for lower mileage and an additional up to 20% at renewal for safe driving.

Noblr targets low-mileage drivers (8,000 miles/year or less), including active-duty military personnel living on base, who are willing to accept variable monthly bills and share driving data in exchange for personalized pricing. The product is restricted from seven U.S. states (California, Maryland, Michigan, New Jersey, New York, North Carolina, Pennsylvania) and all U.S. territories, limiting the addressable geographic footprint to roughly 43 states. Beyond pricing, the platform supports crash detection with proactive outreach and faster claims processing using captured driving data, extending its utility into claims automation.

The company operates with 11–50 employees and has raised a single disclosed $10 million funding round in March 2020. Noblr's monetization pathway is not directly disclosed in available sources, but the structure (technology embedded inside a carrier's branded product) is consistent with a B2B technology/services model serving USAA rather than Noblr underwriting or directly selling insurance. Leadership consists of CEO & co-founder Gary Tolman and CMO Ray Elias, with no other management details disclosed.

Name

Noblr

Website

https://noblr.com

Company type

Private

Founded year

2017

Headcount range

11–50 employees

Short description

Noblr is a San Francisco-based insurtech that builds a usage-based auto insurance platform using smartphone sensors and GPS to power USAA's SafePilot Miles pay-per-mile and safe-driving discount product for low-mileage and military drivers.

Ownership category

akta.pro rank

Product category

Auto Insurance

NAICS

Insurance Carriers (5241), Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Usage-Based / Telematics Personal Auto Insurance (FSAJAAAB)

akta.pro secondary industries

Pay-Per-Mile Personal Auto Insurance (FSAJAAAC), Telematics & Usage-Based Insurance (UBI) Platforms (FSAGAGAF), Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA), Personal Auto Insurance (FSAJAMAA)

Keywords

• Usage-based insurance
• Auto insurance
• Telematics insurance
• Pay-per-mile insurance
• Mobile driving app

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Pricing tiers

Distribution channels1 record

Marketing channels1 record

Core offering

Noblr offers usage-based car insurance through its SafePilot Miles platform. The product calculates monthly premiums based on actual miles driven using a mobile app with GPS and sensor-based driving behavior tracking, providing up to 20% discount for driving fewer miles and an additional up to 20% at renewal for safe driving behaviors such as avoiding phone usage and harsh braking.

Product overview

Noblr powers usage-based insurance products through its SafePilot Miles platform. The product is a single integrated offering that combines GPS tracking, smartphone sensors, and driving behavior analysis to provide pay-per-mile auto insurance pricing. Drivers install the USAA DriveSafe app which automatically logs trips and calculates driving scores, determining monthly premiums based on actual mileage and safe driving habits.

Differentiator

Problem solved

Functional benefit

Products and services

• SafePilot Miles

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Progressive: Largest US personal auto insurer and operator of Snapshot, one of the longest-running UBI/telematics programs. Comparable because both are paid to acquire usage-and-behavior data from US drivers to refine pricing and discounts.
• Allstate: Major US P&C carrier running Drivewise, a telematics-based safe-driving discount program. Comparable as a direct competitor for the same low-mileage, safe-driver customer segment Noblr targets via USAA.
• State Farm: Largest US personal auto insurer by market share; offers Drive Safe & Save, a UBI program using smartphone or vehicle telematics. Comparable on product mechanics, scale, and reliance on member-policyholders for enrollment.
• Liberty Mutual: National P&C carrier running RightTrack, a usage-based auto insurance discount program that tracks driving behavior through a mobile app. Comparable as a direct UBI product competitor.
• GEICO: Top-five US auto insurer with a DriveEasy telematics program. Comparable as a high-scale incumbent that Noblr would compete with for the same safe-driver, low-mileage prospects.

Direct peers

• Root Insurance: Public insurtech that prices auto insurance primarily on telematics-derived driving behavior collected through a mobile app. Comparable as a tech-native, app-first UBI auto insurer competing on driving-data underwriting.
• Metromile: Pay-per-mile auto insurer built around a connected-car device and mileage-based premiums. Comparable as a direct competitor in the pay-per-mile, low-mileage-driver niche that SafePilot Miles also targets.

Others

• Cambridge Mobile Telematics: Leading telematics and analytics provider that powers UBI programs for many global insurers. Comparable as a peer in the telematics-platform layer that Noblr effectively occupies for USAA.
• Octo Telematics: Global insurtech and telematics platform serving insurers with UBI, crash detection, and analytics. Comparable as a competitor in white-label telematics services for auto insurance carriers.

Emerging players

• Lemonade: Public digital insurer using AI and behavioral economics to underwrite and serve customers through a mobile app. Comparable as a tech-native peer reshaping consumer insurance distribution, though focused on renters/home rather than auto UBI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Noblr