Cake Insure
Cake Insure is a Denver-based digital platform that markets, underwrites, and services Colorado workers' compensation insurance for Pinnacol Assurance, serving state small businesses through a mobile, self-serve quote-and-purchase experience.
- Company typePrivate
- Founded2017
- HeadquartersDenver, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Cake Insure does
Cake Insure is a Denver, Colorado-based digital insurance distribution platform that markets, underwrites, and services workers' compensation insurance policies exclusively for Pinnacol Assurance, its parent operating company. The platform is purpose-built for Colorado small businesses that need to comply with state law requiring workers' comp coverage as soon as they hire an employee, and serves customers in industries such as professional services and automotive services. According to the company, "thousands of Colorado businesses" rely on Cake for coverage, and the platform is operated by 11-50 employees headquartered in Denver.
The core product is a mobile-centric, self-serve web platform that allows a business owner to obtain a workers' comp quote in 90 seconds and complete a policy purchase in 5 minutes using only a business name, address, type of work, employee count, payroll estimate, and FEIN. The platform supports month-to-month or annual billing, paperless proof of insurance, online policy management including payroll confirmations and certificate-of-insurance requests, claims reporting, and chat and phone-based customer support. Underlying the product is an exclusive partnership with Pinnacol Assurance, the leading workers' comp carrier in Colorado, which provides the underwriting expertise, regulatory licensure, and claims administration that Cake does not build internally.
Cake's revenue is generated through workers' compensation insurance premiums originated through its digital channel, with customers paying on a recurring monthly or annual basis. The go-to-market motion is self-serve product-led growth combined with direct-to-consumer digital marketing through the Cake website, blog content, and social channels (LinkedIn, Instagram, Facebook, X). Distribution is entirely direct/online, with no traditional agent or broker intermediary. Geographically the company is restricted to Colorado, reflecting both the regulatory scope of its Pinnacol partnership and the state-by-state nature of US workers' comp licensing. New customers can save up to 15% on their initial policy, indicating active price competition within the Colorado SMB segment.
Cake Insure firmographics
Firmographics- Name
- Cake Insure
- Legal name
- Cake Insure
- Website
- https://cakeinsure.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cake Insure is a Denver-based digital platform that markets, underwrites, and services Colorado workers' compensation insurance for Pinnacol Assurance, serving state small businesses through a mobile, self-serve quote-and-purchase experience.
- Ownership category
- akta.pro rank
Cake Insure industry classification
Industry- Product category
- Workers' Compensation Insurance
- akta.pro primary industry
- Workers’ Compensation for Small Business & Pay-As-You-Go Programs (FSAJAEAG)
Keywords
Where Cake Insure is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cake Insure business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Workers' Compensation Insurance Premiums: Cake markets, underwrites and services policies for Pinnacol Assurance. Revenue is generated through workers' compensation insurance premiums paid by Colorado small businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Flexible payment options - monthly or annual billing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Cake Insure product offering
Product offeringCore offering
Cake Insure is a mobile-centric digital platform that markets, underwrites and services workers' compensation insurance policies for Pinnacol Assurance in Colorado. The platform enables Colorado small business owners to obtain a workers' comp quote in 90 seconds and purchase coverage in 5 minutes or less entirely online, with features including month-to-month or annual billing, paperless proof of insurance, and smart online policy management.
Product overview
Cake Insure offers a single, unified digital platform for Colorado workers' compensation insurance. The core offering is the Cake Insure Workers' Compensation Insurance Platform, which allows business owners to obtain quotes, purchase policies, and manage their coverage entirely online. Cake markets, underwrites, and services policies in partnership with Pinnacol Assurance, Colorado's leading workers' comp provider with over 100 years of underwriting expertise. The platform provides features including month-to-month or annual billing options, paperless proof of insurance, online policy management, and on-demand customer support via chat.
Differentiator
Problem solved
Functional benefit
Products and services
- Cake Insure Workers' Compensation Insurance Platform A mobile-centric digital platform for Colorado small businesses to purchase and manage workers' compensation insurance. Powered by Pinnacol Assurance underwriting expertise, the platform enables quote generation in 90 seconds and policy purchase in 5 minutes or less, with features including month-to-month or annual billing, paperless proof of insurance, online policy management, and on-demand customer support via chat.
Quantifiable outcome
- New customers can save up to 15% on workers' comp coverage
- +1 more outcomes
Companies that use Cake Insure
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Cake Insure technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Cake Insure partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Pinnacol AssurancecoreCake works directly with Pinnacol Assurance, the leading provider of workers' compensation insurance in Colorado. Cake markets, underwrites and services policies for Pinnacol Assurance. This is the core partnership enabling Cake to offer workers' comp coverage backed by Pinnacol's 100+ years of underwriting expertise. Pinnacol handles claims processing while Cake manages policy sales and servicing.
- Attune InsuranceminorInsurance ecosystem partner logo shown on Cake website footer alongside other insurance carriers
- Everpeak InsuranceminorInsurance ecosystem partner logo shown on Cake website footer alongside other insurance carriers
- Method InsuranceminorInsurance ecosystem partner logo shown on Cake website footer alongside other insurance carriers
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Cake Insure competitors and assessment
Company assessmentDirect peers
- Pie Insurance: Tech-forward workers' compensation insurer targeting small businesses with a digital quote-and-bind flow. Most directly comparable to Cake — same product, same SMB wedge, similar self-serve UX.
- Next Insurance: Digital small business insurance platform offering workers' comp alongside GL, commercial auto, and professional liability. Overlaps Cake in SMB workers' comp and competes for the same mobile-first buyer.
- Founder Shield: Insurance platform purpose-built for startups and SMBs, with workers' comp as a flagship offering. Comparable digital distribution and self-serve flow to small business owners.
- Thimble: On-demand small business insurance (now part of NEXT), historically focused on micro-SMBs with short-duration, app-based policies. Comparable mobile-first, digital-self-serve UX.
Broad incumbents
- Hiscox: Established small business commercial carrier offering workers' comp and BOP coverages, including digital quote experiences. Operates broadly across the U.S. and competes for the same SMB buyer.
- Employers Holdings: Workers' compensation specialist insurer focused exclusively on small business. Overlaps with Cake in product and SMB segment but operates as a traditional carrier rather than a digital MGA.
- AmTrust Financial Services: Large workers' comp and small commercial insurance carrier. Competes in the same product category but with a traditional distribution model rather than Cake's mobile-first PLG motion.
Emerging players
- Zenefits: HR and benefits platform that has offered workers' comp and commercial insurance through partner carriers. Comparable in embedding insurance into an SMB workflow, though insurance is not its primary product.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cake Insure social profiles
Digital presenceCake Insure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cake Insure leadership team
Management profileNumber of profiles
Profiles1 record
Cake Insure funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cake Insure 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 Cake Insure
What does Cake Insure do?
Cake Insure is a mobile-centric digital platform that markets, underwrites and services workers' compensation insurance policies for Pinnacol Assurance in Colorado. The platform enables Colorado small business owners to obtain a workers' comp quote in 90 seconds and purchase coverage in 5 minutes or less entirely online, with features including month-to-month or annual billing, paperless proof of insurance, and smart online policy management.
Is Cake Insure a public or private company?
Cake Insure is a private company. It is classified as corporate owned and is currently operating.
When was Cake Insure founded?
Cake Insure was founded in 2017. It employs 11 to 50 people.
Where is Cake Insure based?
Cake Insure is headquartered in Denver, United States, in the North America region.
How does Cake Insure make money?
One revenue line is on record: workers' Compensation Insurance Premiums.
Who are Cake Insure's main competitors?
Direct peers on record are Pie Insurance, Next Insurance, Founder Shield and Thimble. Broad incumbents are Hiscox, Employers Holdings and AmTrust Financial Services. Zenefits is listed as an emerging player.
Does Cake Insure have an API?
No public API is recorded for Cake Insure.
What industry is Cake Insure in?
Cake Insure's product category is Workers' Compensation Insurance. Its primary akta.pro industry code is FSAJAEAG, Workers’ Compensation for Small Business & Pay-As-You-Go Programs.