CarShield
CarShield is a US direct-to-consumer provider of vehicle service contracts offering six tiers of protection plans for cars, motorcycles, ATVs, and electric vehicles, serving over 3 million cumulative customers through phone, web, mobile, and a 15,000-plus-facility repair network.
- Company typePrivate
- Founded2005
- HeadquartersSt Louis, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What CarShield does
CarShield, operating as NRRM LLC and headquartered in St. Peters, Missouri, is a direct-to-consumer provider of vehicle service contracts (extended warranties) in the United States, excluding California where coverage is referred to a licensed mechanical-breakdown insurer. Founded in 2005, the company sells a portfolio of six protection tiers — Diamond, Platinum, Gold Select, Silver, Aluminum, and specialty Motorcycle/ATV and Electric Vehicle plans — priced on a quote basis that varies by vehicle age, mileage, coverage level, and deductible ($0, $50, or $100). Revenue is generated through recurring monthly and term-based subscription premiums, with over 3 million vehicles covered cumulatively and more than $1 billion in claims paid across the lifetime of the business.
The operational stack consists of an in-house contract-administration and claims-processing platform, a customer-facing mobile application on iOS and Android, and the Shield Repair Network — a database of more than 15,000 ASE-certified facilities that accept CarShield contracts. Following the August 2026 completion of the acquisition of American Auto Shield, CarShield now controls the full customer lifecycle from initial sale through claims processing and final payment, having previously outsourced administration to that same entity for nearly two decades. The combined organization employs approximately 1,500 people across St. Peters, Missouri (headquarters), Lakewood, Colorado (American Auto Shield operations), and a St. Louis-area regional presence.
Distribution runs through inside phone sales (multiple 1-800 numbers), the carshield.com website, Spanish-language channels, and a mobile app. Marketing is built around celebrity endorsements (Blake Shelton, Stephen A. Smith, Ice-T, Drew Brees, Mario Lopez, Ric Flair, and others), NASCAR and MLB sponsorships, and performance-driven media managed with marketing partner InterMedia Advertising using its proprietary Accutrak attribution technology. The customer base is overwhelmingly individual vehicle owners and rideshare/commercial drivers, with no disclosed enterprise fleet relationships. The company is privately held with no parent company, no disclosed funding rounds, and named executives including CEO Nick Hamilton, CMO Jason Miazza, Founder/CSO Mark Travis, and CFO Ron Kanterman.
CarShield firmographics
Firmographics- Name
- CarShield
- Legal name
- NRRM LLC d/b/a CarShield
- Website
- https://carshield.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- CarShield is a US direct-to-consumer provider of vehicle service contracts offering six tiers of protection plans for cars, motorcycles, ATVs, and electric vehicles, serving over 3 million cumulative customers through phone, web, mobile, and a 15,000-plus-facility repair network.
- Ownership category
- akta.pro rank
CarShield industry classification
Industry- Product category
- Vehicle Service Contracts
- akta.pro primary industry
- Warranty & Service Contract / Mechanical Breakdown Insurance (FSAJAMAM)
- akta.pro secondary industry
- Powertrain & Component-Specific Vehicle Warranty Programs (FSAJALAK)
Keywords
Where CarShield is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
CarShield business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D, Others
Revenue model
- Vehicle Service Contract Subscriptions: Monthly and term-based vehicle service contract subscriptions that provide coverage for vehicle repairs including engine, transmission, electrical systems, and other components. Customers pay recurring premiums with flexible payment options.
- Extended Service Plans: One-time or term-based contracts offering powertrain, comprehensive, and specialty coverage tiers for vehicles. Plans are priced based on vehicle age, mileage, and coverage level selected.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Diamond Plan - Most comprehensive coverage similar to new car warranty |
| Subscription | Monthly | Platinum Plan - Best for higher mileage vehicles |
| Subscription | Monthly | Gold Select Plan - For vehicles over 100,000 miles |
| Subscription | Monthly | Silver Plan - Powertrain coverage |
| Subscription | Monthly | Aluminum Plan - Electrical and computer systems coverage |
| Subscription | Monthly | Electric Vehicle Plans |
| Subscription | Monthly | Motorcycle & ATV Plans |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
CarShield product offering
Product offeringCore offering
CarShield sells vehicle service contracts (extended warranties) that cover mechanical breakdowns for cars, motorcycles, ATVs, and electric vehicles. Coverage is structured into tiers (Diamond, Platinum, Gold Select, Silver, Aluminum) with varying scope of components and offered on monthly or term-based subscription payment plans with deductible options of $0, $50, or $100. Contracts are administered in-house through acquired subsidiary American Auto Shield and serviced through a network of more than 15,000 ASE-certified repair facilities nationwide.
Product overview
CarShield is a vehicle service contract (extended warranty) provider offering a portfolio of protection plans for automobiles, motorcycles, ATVs, and electric vehicles. The core product lineup includes six named plan tiers (Diamond, Platinum, Gold Select, Silver, Aluminum, and Motorcycle/EV plans), progressing from comprehensive bumper-to-bumper coverage to powertrain-only protection. These plans are administered in-house through acquired subsidiary American Auto Shield and are backed by a network of over 15,000 ASE-certified repair facilities. Add-on services include 24/7 roadside assistance, rental car reimbursement, courtesy towing, and a mobile app for claims management. The company also operates CarShield TV as a content platform featuring testimonials and educational programming.
Differentiator
Problem solved
Functional benefit
Products and services
- Vehicle Service Contracts (Auto) Extended auto warranty coverage with five named tiers (Diamond, Platinum, Gold Select, Silver, Aluminum) offering progressively broader protection of engine, transmission, electrical systems, AC, starter, alternator, water pump, fuel pump, navigation, and other components for personal-use cars. Plans are sold to individual U.S. vehicle owners on monthly or term-based subscriptions with $0, $50, or $100 deductibles and are administered in-house through American Auto Shield.
- Electric Vehicle Protection Plans Specialty vehicle service contracts designed for fully electric vehicles, covering the electric drive unit, electrical system, and battery pack. Includes a Platinum EV with Battery Pack tier that provides full battery coverage alongside comprehensive component protection. Targeted at EV owners seeking protection not available through traditional manufacturer warranties.
- Motorcycle & ATV Protection Plans Specialty vehicle service contracts covering motorcycles, all-terrain vehicles, and other recreational/specialty vehicles with distinct coverage terms differentiated from the auto plan lineup. Designed for owners of powersports vehicles needing protection for vehicle types not addressed by standard auto warranties.
Quantifiable outcome
- Over 3 million vehicles covered since 2005
- +4 more outcomes
Companies that use CarShield
Customer profileNamed customers4 records
Segments9 records
Ideal customer profiles3 records
CarShield technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
CarShield partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- American Auto ShieldcoreCarShield completed acquisition of American Auto Shield, its primary contract administrator, transforming into a fully integrated end-to-end service provider that controls the entire customer lifecycle from initial sale through claims processing and final payment. American Auto Shield continues operating under its own name while integrating into CarShield's streamlined processes. Combined entity brings together 45 years of industry experience.
Scale indicators9 records
Recent moves4 records
Expansion highlights6 records
CarShield competitors and assessment
Company assessmentBroad incumbents
- Assurant: Assurant is a large diversified insurer and service contract provider whose Global Lifestyle segment includes vehicle protection products. It is comparable as a broad incumbent offering extended warranty/protection products through dealer and lender channels alongside many other insurance lines.
- Allstate Protection Plans: Allstate Protection Plans (formerly Allstate Dealer Services, built on the SquareTrade/acquired assets) is a major provider of vehicle service contracts and mechanical breakdown coverage, primarily distributed through dealers and OEMs. Comparable as a large-scale service contract administrator with overlapping product lines.
- Mercury Insurance (Mechanical Breakdown): Mercury Insurance offers mechanical breakdown insurance (MBI) policies as part of its broader P&C insurance portfolio, with a California-licensed MBI product that directly addresses the geographic gap CarShield cannot serve. It is comparable as an incumbent offering the same core mechanical breakdown coverage through a different distribution and regulatory structure.
- Liberty Mutual (Vehicle Service Contracts): Liberty Mutual offers vehicle service contracts and mechanical breakdown coverage as part of its broader personal lines insurance portfolio, comparable to CarShield as an incumbent multi-line insurer providing overlapping automotive protection products.
Direct peers
- Protect My Car: Protect My Car sells vehicle service contracts directly to consumers with multi-tier plans and an in-house administrator, overlapping materially with CarShield in target customer (high-mileage owners), pricing model, and direct-response marketing approach.
- Endurance Warranty: Endurance is a leading direct-to-consumer vehicle service contract provider offering comparable multi-tier plans (Advantage, Premier, Supreme) and benefits like rental car and roadside coverage, positioning it as a near-identical competitor to CarShield in product and GTM.
- CARCHEX: CARCHEX is a direct competitor offering vehicle service contracts directly to consumers via similar telemarketing and digital channels with multiple coverage tiers, and is one of the most prominent names in the same DTC extended-warranty category as CarShield.
- autopom!: autopom! is a vehicle service contract provider offering extended warranties directly to consumers with multiple coverage levels and claims administration services, making it a direct peer in product offering, customer target, and direct-to-consumer distribution model.
- Easycare (AWC / Easycare Moto): Easycare administers vehicle service contracts and dealer-level F&I products with multiple coverage tiers including powersport/motorcycle plans, overlapping materially with CarShield's auto and motorcycle/ATV product offerings and distribution through service networks.
Emerging players
- ForeverCar: ForeverCar is a smaller, more digitally-native vehicle service contract provider that emphasizes online instant quoting and modern UX, overlapping with CarShield on product but differentiated by a more PLG-style direct digital funnel rather than phone-based inside sales.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CarShield social profiles
Digital presenceCarShield financial estimates
Financial estimateRevenue estimate
Valuation estimate
CarShield leadership team
Management profileNumber of profiles
Profiles4 records
CarShield subsidiaries and ownership
Company hierarchySubsidiaries1 record
CarShield funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CarShield M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CarShield
What does CarShield do?
CarShield sells vehicle service contracts (extended warranties) that cover mechanical breakdowns for cars, motorcycles, ATVs, and electric vehicles. Coverage is structured into tiers (Diamond, Platinum, Gold Select, Silver, Aluminum) with varying scope of components and offered on monthly or term-based subscription payment plans with deductible options of $0, $50, or $100. Contracts are administered in-house through acquired subsidiary American Auto Shield and serviced through a network of more than 15,000 ASE-certified repair facilities nationwide.
Is CarShield a public or private company?
CarShield is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CarShield founded?
CarShield was founded in 2005. It employs 1,001 to 5,000 people.
Where is CarShield based?
CarShield is headquartered in St Louis, United States, in the North America region.
How does CarShield make money?
Two revenue lines are on record. Vehicle Service Contract Subscriptions are the primary driver. The others are extended Service Plans.
Who are CarShield's main competitors?
Broad incumbents on record are Assurant, Allstate Protection Plans, Mercury Insurance (Mechanical Breakdown) and Liberty Mutual (Vehicle Service Contracts). Direct peers are Protect My Car, Endurance Warranty, CARCHEX, autopom! and Easycare (AWC / Easycare Moto). ForeverCar is listed as an emerging player.
Does CarShield have an API?
No public API is recorded for CarShield.
What industry is CarShield in?
CarShield's product category is Vehicle Service Contracts. Its primary akta.pro industry code is FSAJAMAM, Warranty & Service Contract / Mechanical Breakdown Insurance, with a secondary code of FSAJALAK, Powertrain & Component-Specific Vehicle Warranty Programs.