AssureGuru
AssureGuru is a digital insurance agency and broker founded in 2019 and based in Alpharetta, Georgia. It distributes auto, home, landlord, rental, business, pet, and umbrella insurance across 20 U.S. states via 24+ carrier partnerships, serving individual consumers and small businesses through online, licensed producer, and partner point-of-sale channels.
- Company typePrivate
- Founded2019
- HeadquartersCumming, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What AssureGuru does
AssureGuru is a digital insurance agency and broker founded in 2019 and headquartered in Alpharetta, Georgia. The company operates as an online insurance marketplace that connects consumers and small businesses with coverage across multiple property and casualty and specialty lines, including auto, home, landlord, rental, business, pet, and umbrella insurance. It holds active insurance producer licensing in 20 U.S. states and maintains partnerships with 24+ insurance carriers, enabling multi-carrier quote comparison for each risk profile.
The company's technology stack consists of a mobile application, a Client Center Portal for policy management and self-service, and a Claims & Service Platform for post-bind servicing. It distributes through three channels: an online self-service flow, a licensed producer-assisted channel, and a strategic alliance technology layer that integrates with partner point-of-sale systems for embedded distribution. The core policy administration layer is built on Ezlynx, a third-party customer service platform, rather than proprietary core systems, indicating a lean, agency-model technology footprint.
AssureGuru generates revenue through commissions and transaction fees paid by insurance carriers on bound policies, with individualized quote-based pricing. The company is led by founder and CEO Bharat Govinda, operates with 11-50 employees, and has raised a single disclosed funding round of $95,000 in November 2020. The combination of multi-state licensing, broad carrier access, and a small capital base positions AssureGuru as a capital-light distribution player rather than a technology-led insurance platform.
AssureGuru firmographics
Firmographics- Name
- AssureGuru
- Legal name
- AssureGuru LLC
- Website
- https://assureguru.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AssureGuru is a digital insurance agency and broker founded in 2019 and based in Alpharetta, Georgia. It distributes auto, home, landlord, rental, business, pet, and umbrella insurance across 20 U.S. states via 24+ carrier partnerships, serving individual consumers and small businesses through online, licensed producer, and partner point-of-sale channels.
- Ownership category
- akta.pro rank
AssureGuru industry classification
Industry- Product category
- Insurance Brokerage / Insurance Agency
- NAICS
- Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro industry
- Insurtech-Enabled Brokerage (Digital Brokers & Aggregators)Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Insurance Brokerage & Risk AdvisoryEmbedded Insurance & Affinity Distribution PlatformsFinancial & Insurance/Financial Technology (Fintech)/Insurtech Platforms (Digital Insurance Enablement)
Keywords
Where AssureGuru is headquartered
LocationHeadquarters
- HQ city
- Cumming
- HQ country
- United States
- HQ region
- North America
Markets served
AssureGuru business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Insurance Agency Commissions: As an independent insurance agency, AssureGuru earns commissions from insurance carriers for policies sold through their marketplace platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Customized insurance quotes based on individual needs and selected carriers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels1 record
AssureGuru product offering
Product offeringCore offering
AssureGuru is a technology-focused digital insurance agency that operates an online insurance marketplace, allowing customers to compare and purchase Auto, Home, Landlord, Renters, Business, and specialty insurance products from multiple carriers. The company combines self-serve digital quoting and policy servicing with licensed insurance producers who provide advisory services across 20 U.S. states via phone, online, mobile, and in-person channels.
Product overview
AssureGuru operates a technology-focused digital insurance agency and online marketplace. The core offering is the Online Insurance Marketplace platform, supported by licensed insurance producers and customer service representatives, enabling comparison and purchase of insurance policies. The product portfolio spans core personal lines (Auto Insurance, Home Insurance, Renters/Contents Insurance, Landlord Protection Insurance, Condo Insurance) and specialty lines (Boat/WaterCraft Insurance, Motorcycle Insurance, Umbrella Insurance, Farm & Ranch Insurance, Off-Road Vehicle Insurance, Classic Car/Antique Auto Insurance), plus business products (Business Insurance) and employee benefits. Supporting platform features include the Client Center Portal for policy management and Claims & Service Platform for claims processing. The company partners with multiple insurance carriers and wholesale brokers to provide coverage options.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Insurance Automobile insurance coverage that protects vehicles, drivers, and liability. AssureGuru agents work with multiple insurance companies to find coverage suited to individual needs and state requirements.
- Home Insurance Insurance coverage for residential properties including protection for the home structure, personal property, and personal liability coverages.
- Business Insurance Commercial insurance policies customized for businesses, including general liability, commercial auto, commercial property, workers compensation, and bonds.
- Renters/Contents Insurance Insurance coverage for personal property and liability for renters, protecting belongings and personal liability when renting a home, apartment, or other property.
- Landlord Protection Insurance Insurance coverage for rental property owners, protecting building property, liability for incidents on premises, and contents/furnishings left in the property.
- Condo Insurance Insurance coverage for condominium owners, covering building property, personal property, and personal liability separate from condo association coverage.
- Boat/WaterCraft Insurance Insurance coverage for watercraft including boats, yachts, and jet skis to ensure proper protection for boating activities.
- Motorcycle Insurance Insurance coverage for motorcycles with various options to ensure proper coverage at competitive prices.
- Umbrella Insurance Additional liability coverage that supplements auto and home insurance policies, providing peace of mind for individuals needing more than typical coverage limits.
- Life Insurance Insurance coverage providing financial protection for beneficiaries upon the policyholder's death.
- Health Insurance Insurance coverage for medical expenses and healthcare costs.
- Employee Benefits Insurance products and benefits packages offered to employees by businesses.
- Farm & Ranch Insurance Customizable insurance protection for agribusinesses of all sizes, covering livestock/farm animals, grain, orchards, vineyards, and combining personal, farm, business property and liability coverages.
- Off-Road Vehicle Insurance Insurance coverage for off-road vehicles including 4-wheelers/ATVs, golf carts, snowmobiles, and dune buggies.
- Classic Car/Antique Auto Insurance Specialized insurance coverage for classic and antique vehicles, designed to protect the financial investment in these complex vehicles.
- Online Insurance Marketplace Digital platform enabling easy comparison and purchase of insurance policies. Features an online quoting system and mobile-accessible interface for purchasing and servicing policies across personal, commercial, and specialty lines.
Companies that use AssureGuru
Customer profileSegments6 records
Ideal customer profiles3 records
AssureGuru technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
AssureGuru partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core and minor.
- AllstatecoreNational insurance carrier partner providing auto, home, and other insurance products through AssureGuru's marketplace platform
- ProgressivecoreMajor insurance carrier partner offering auto insurance and other products through the marketplace
- GEICOcoreNational insurance carrier providing auto insurance products through the AssureGuru marketplace
- NationwidecoreInsurance carrier partner offering home, auto, and business insurance products through the marketplace
- Berkshire HathawaycoreInsurance conglomerate carrier partner providing various insurance products through the marketplace
- ForemostcoreInsurance carrier specializing in specialty insurance products including landlord, condo, and specialty property coverage
- SafecocoreInsurance carrier partner offering auto and home insurance products through the marketplace
- TravelerscoreMajor insurance carrier providing business, auto, and home insurance products through the marketplace
- HartfordcoreInsurance carrier partner offering auto and home insurance products through AssureGuru marketplace
- American Strategic Insurance (ASI)coreInsurance carrier specializing in personal lines coverage with claims and payment services through the platform
- EncompasscoreInsurance carrier partner providing personal insurance products with claims and payment processing
- Bristol WestcoreInsurance carrier partner offering auto insurance products through the marketplace
- ClearcovercoreDigital insurance carrier partner offering auto insurance products through the marketplace
- Kemper Auto & HomecoreInsurance carrier partner offering auto and home insurance products with claims and payment services
- GainscocoreInsurance carrier partner offering auto insurance products through the marketplace
- State AutocoreInsurance carrier partner offering auto insurance products with claims and payment processing
- National GeneralcoreInsurance carrier partner offering auto insurance products through the marketplace
- Mile AutocoreInsurance carrier partner serving Greater Atlanta Area, East Coast, and Southern US regions with auto insurance
- SteadilycoreInsurance carrier partner offering landlord and property insurance products through the marketplace
- StillwatercoreInsurance carrier partner offering insurance products through the marketplace
- ThimblecoreInsurance carrier partner offering specialty and on-demand insurance products through the marketplace
- Next InsurancecoreDigital insurance carrier partner specializing in small business insurance products through the marketplace
- Pie InsurancecoreInsurance carrier partner specializing in small business insurance including workers compensation through the marketplace
- AmTrustcoreInsurance carrier partner offering business and specialty insurance products through the marketplace
- Wholesale BrokersminorAssureGuru partners with wholesale brokers to provide additional insurance options and coverage types to customers
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
AssureGuru competitors and assessment
Company assessmentDirect peers
- Policygenius: Digital insurance marketplace and broker offering comparison across life, home, auto, disability, and other lines from multiple carriers — the closest direct competitor to AssureGuru's online brokerage model.
- SmartFinancial: Online insurance comparison platform that connects shoppers to multiple carriers for auto, home, and commercial coverage via licensed agents — directly comparable in hybrid digital-plus-agent distribution.
- The Zebra: Insurance comparison marketplace focused on auto and home across multiple carriers, with both self-serve quoting and agent follow-up — directly overlapping with AssureGuru's core auto/home marketplace.
- CoverWallet: Digital commercial insurance broker offering small-business coverage across multiple carriers — directly comparable to AssureGuru's small commercial / business insurance offering.
- SelectQuote: Multi-carrier insurance distribution platform covering life, auto, and home with both digital and agent-assisted channels — closely mirrors AssureGuru's multi-line, hybrid-agent model.
- EverQuote: Online insurance marketplace that connects consumers with carriers and agents across auto, home, and life — a comparable multi-carrier comparison and lead-generation platform.
Broad incumbents
- Lemonade: Well-capitalized D2C insurtech offering renters, home, auto, pet, and life insurance through a fully digital experience — competes for the same consumer mindshare but bypasses the agent.
- Hippo Insurance: Digital-native homeowners insurer offering modernized home coverage with a tech-forward purchase experience — broader incumbent in the digital home insurance category AssureGuru serves.
- Trusted Choice: National network of independent insurance agents offering multi-line coverage — represents the incumbent analog channel AssureGuru is digitizing.
Emerging players
- Insurify: AI-driven insurance comparison platform providing personalized auto and home quotes across carriers — a comparable emerging digital brokerage focused on intelligent matching.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
AssureGuru social profiles
Digital presenceAssureGuru financial estimates
Financial estimateRevenue estimate
Valuation estimate
AssureGuru leadership team
Management profileNumber of profiles
Profiles1 record
AssureGuru funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AssureGuru 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 AssureGuru
What does AssureGuru do?
AssureGuru is a technology-focused digital insurance agency that operates an online insurance marketplace, allowing customers to compare and purchase Auto, Home, Landlord, Renters, Business, and specialty insurance products from multiple carriers. The company combines self-serve digital quoting and policy servicing with licensed insurance producers who provide advisory services across 20 U.S. states via phone, online, mobile, and in-person channels.
Is AssureGuru a public or private company?
AssureGuru is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AssureGuru founded?
AssureGuru was founded in 2019. It employs 11 to 50 people.
Where is AssureGuru based?
AssureGuru is headquartered in Cumming, United States, in the North America region.
How does AssureGuru make money?
One revenue line is on record: insurance Agency Commissions.
Who are AssureGuru's main competitors?
Direct peers on record are Policygenius, SmartFinancial, The Zebra, CoverWallet, SelectQuote and EverQuote. Broad incumbents are Lemonade, Hippo Insurance and Trusted Choice. Insurify is listed as an emerging player.
Does AssureGuru have an API?
No public API is recorded for AssureGuru.
What industry is AssureGuru in?
AssureGuru's product category is Insurance Brokerage / Insurance Agency. Its primary akta.pro industry code is FSAEADAN, Insurtech-Enabled Brokerage (Digital Brokers & Aggregators), with a secondary code of FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms. Its NAICS code is 52421 and its SIC code is 6411.