Asurion

What Asurion does

Asurion is a private, Nashville-headquartered technology care and protection company operating a B2B2C platform-plus-partner business model. The company delivers device protection, repair, and tech-support services to nearly 230 million end-customers, primarily through white-label partnerships with major US wireless carriers and retailers — Verizon, AT&T, Amazon, Cricket Wireless, UScellular, Cox Mobile, and Altice USA's Optimum Mobile — as well as OEM partnerships with Google (Pixel Preferred Care), HP (Care Complete), and Microsoft (Asurion Care for Xbox). It also operates the uBreakiFix retail repair brand with over 700 US storefronts delivering same-day service, alongside direct-to-consumer sub-brands Asurion Home+, Asurion Appliance+, and Asurion Complete Protect.

The underlying platform integrates claims processing, repair logistics, captive insurance operations (WDP Insurance Ltd. in Gibraltar and Bermuda-domiciled entities), and customer-support infrastructure. AI is applied in two disclosed contexts: a Bloomfire-powered knowledge management system at 685 uBreakiFix retail locations, and AI-assisted underwriting and claims automation within the captive insurance business, while the Complete Protect product bundles Norton 360 Deluxe cybersecurity. Revenue mechanics are anchored in recurring subscription protection plans priced at $6.99–$34.99 per month across tiers (HP Individual to Asurion Appliance+), with complementary one-time retail repair revenue and tech-support services. Asurion reported over $9 billion in annual revenue pre-acquisition, with the December 2025 announcement to acquire Domestic & General for $2.74 billion extending the platform into UK and European appliance care and lifting combined revenue to approximately $9.7 billion. Leadership transitioned in late 2025 with Guru Gowrappan appointed CEO and Kausik Rajgopal joining as President and Chief Revenue Officer in June 2026, while a September 2024 restructuring indicates the prior period required cost-side discipline alongside the growth investments now underway.

Name

Asurion

Legal name

Asurion LLC

Website

https://asurion.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Asurion is a private Nashville-based technology care company delivering device protection, repair, and tech support to nearly 230 million customers globally through carrier, retailer, and OEM partnerships, anchored by a 700+ store uBreakiFix repair network and over $9 billion in annual revenue.

Ownership category

akta.pro rank

Product category

Device Protection and Tech Support Services

NAICS

Electronic and Precision Equipment Repair and Maintenance (81121), Electronics and Appliance Retailers (44921)

akta.pro primary industry

Consumer Electronics & Mobile Device Protection Plans (FSAJALAH)

akta.pro secondary industries

Warranty, Protection Plans & Extended Service Contracts (CRACAJAH), Mobile Device Repair & Aftermarket Services (Repair, Parts, Insurance/Warranty) (CRACALAI)

Keywords

• Device protection services
• Extended warranty plans
• Tech support services
• Mobile device insurance
• Appliance repair services

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Protection Plan Subscriptions: Asurion generates recurring revenue through monthly and annual protection plan subscriptions sold via carrier partners (Verizon, AT&T, Amazon, etc.) and directly to consumers. Plans cover device protection, repairs, replacements, and tech support.
2. Retail Repair Services: uBreakiFix stores provide paid repair services for devices out of warranty or without protection plans, including screen repairs, battery replacements, and other fixes.
3. Tech Support Services: Expert tech support services offered as part of protection plans or as standalone paid services, including device setup, troubleshooting, and optimization assistance.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Asurion provides technology care and device protection services through subscription-based plans covering smartphones, tablets, computers, game consoles, appliances, and home electronics. The company offers same-day repairs through its 700+ uBreakiFix retail locations, 24/7 live tech support, and claims processing. Distribution is primarily via white-label partnerships with carriers (Verizon, AT&T, Cricket, UScellular), retailers (Amazon), and OEMs (HP, Microsoft/Xbox, Google), supplemented by direct-to-consumer brands such as Asurion Home+, Asurion Appliance+, and Asurion Complete Protect.

Product overview

Asurion is a technology care and protection company operating on a platform-plus-partner model. The core offering is Asurion Tech Care, a comprehensive subscription plan covering phones, home tech, and appliances. This core product is complemented by specialized sub-brands including Asurion Home+ (home tech), Asurion Appliance+ (appliances), and Asurion Complete Protect (Amazon-exclusive comprehensive coverage). The company operates primarily through carrier and retail partnerships, offering white-labeled protection plans under partner brands including Verizon Mobile Protect, AT&T Protect Advantage, Cricket Protect, HP Care Complete, and Asurion Care for Xbox. Supporting services include uBreakiFix by Asurion (700+ retail repair locations), live tech support, and device claims management. In late 2025, Asurion announced the acquisition of Domestic & General to expand into UK/European appliance care markets.

Differentiator

Problem solved

Functional benefit

Brands

• uBreakiFix: Tech repair franchise offering repairs for smartphones, tablets, computers, and game consoles at 700+ store locations.
• Asurion Tech Care
• Asurion Home+
• Asurion Appliance+
• Asurion Complete Protect
• HP Care Complete
• Asurion Care for Xbox

Products and services

• Asurion Complete Protect A subscription protection plan offered through Amazon, covering thousands of purchases including phones, laptops, TVs, appliances, and furniture. Includes Norton 360 Deluxe cybersecurity, in-person repairs at uBreakiFix locations, and $100 annual product care credit for $16.99/month. Targeted at Amazon shoppers.
• Asurion Home+ Home tech protection plan covering computers, game consoles, and other connected devices under a single plan, including future purchases. Provides live tech support and coverage for home technology. Targeted at homeowners and families seeking whole-home coverage.
• Asurion Appliance+ Appliance care protection plan covering washing machines, refrigerators, and other major home appliances. Includes fast repairs and no surprise costs for a monthly subscription of $34.99/month. Targeted at homeowners needing appliance protection.
• Verizon Mobile Protect White-label mobile device protection plan offered through Verizon, covering phones, tablets, and smartwatches against accidental damage, defects, loss, and theft. Includes same-day replacements and 24/7 expert support. Targeted at Verizon wireless customers.
• Verizon Home Device Protect Home tech protection plan for Verizon customers covering virtually all household tech devices against covered breakdowns, offered at a low monthly price. Targeted at Verizon customers seeking home tech coverage.
• AT&T Protect Advantage White-label mobile device protection for AT&T customers covering phones, tablets, and connected smartwatches with same-day replacements, screen repair options, and ProTech expert support. Targeted at AT&T wireless customers.
• AT&T HomeTech Protection Home technology protection plan for AT&T customers covering virtually all household tech against covered breakdowns with 24/7 tech support. Targeted at AT&T customers.
• Cricket Protect / Cricket Protect Plus Mobile device protection plans for Cricket Wireless customers offering screen repairs, device replacements, and coverage against mechanical failures. Deductibles apply per claim. Targeted at Cricket Wireless customers.
• HP Care Complete White-label protection plans for HP devices offered in Individual ($6.99/month), Family ($17.99/month), and Whole Home ($24.99/month) tiers. Covers HP computers, PC accessories, and broader home tech with $0 repairs and live HP expert support. Targeted at HP computer and PC owners.
• Asurion Care for Xbox Tech care plan for Xbox gamers covering repairs, replacements, and 24/7 support for eligible devices. Includes free console cleaning once every 12 months and discounted in-home TV/install services. Targeted at Xbox console owners.
• uBreakiFix by Asurion Retail repair service network with over 700 locations offering fast repairs for smartphones, tablets, computers, game consoles, and other electronics. Provides same-day service (most repairs in 45 minutes or less) with certified technicians. Targeted at walk-in consumers needing device repair.
• Asurion Tech Care Comprehensive protection plan covering appliances, phones, and home tech in one simple subscription. Provides coverage for nearly all connected devices and appliances with hands-on help and no surprise costs. Targeted at households seeking broad device coverage.
• Asurion Tech Support Live expert tech support available via phone or chat, helping customers with device setup, troubleshooting, performance optimization, and more. Provides personalized assistance for over 6,000 devices. Targeted at consumers needing hands-on technical help.
• Asurion Claims Management Claims processing service enabling customers to start, track, and manage device protection claims online. Supports repair, replacement, or reimbursement options depending on plan coverage. Targeted at existing Asurion plan holders.
• Asurion Device Recycling Free electronics recycling service accepting mobile phones, tablets, laptops, game consoles, wearables, and accessories at uBreakiFix locations. Helps customers safely dispose of unwanted tech. Targeted at consumers seeking responsible electronics disposal.

Quantifiable outcome

• Asurion processes over 30 million customer interactions annually
• +3 more outcomes

Named customers10 records

Segments5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature3 records

Partnerships

15 partnerships are on record, tiered flagship, supporting, minor and core.

• AmazonflagshipChannel Partner/ Reseller/ Distributor · 3 March 2026Amazon offers Asurion Complete Protect subscription service for Amazon shoppers. In March 2026, the partnership was enhanced with Norton 360 Deluxe cybersecurity protection, in-person tech services at uBreakiFix locations, and $100 annual product care credit.
• Norton (Gen Digital)supportingTechnology or Integration · 3 March 2026Norton 360 Deluxe cybersecurity protection was added to the Asurion Complete Protect Amazon offering, providing AI-powered scam protection, antivirus, malware protection, and dark web monitoring.
• Cell Phones for SoldiersminorGTM or Marketing Partner · 5 January 2026Asurion and nonprofit Cell Phones for Soldiers partnered to donate 775 smartphones to veterans in Middle Tennessee through the We Are Building Lives' Academy Program.
• GooglecoreChannel Partner/ Reseller/ Distributor · 24 February 2025Google selected Asurion to replace Assurant as the provider for Pixel Preferred Care plans, demonstrating Google's confidence in Asurion's service capabilities.
• VIU by HUBminorStrategic or Co-development Partner · 30 November 2024VIU by HUB partnered with Asurion to offer mobile device protection services for their customers.
• ReachminorStrategic or Co-development Partner · 12 August 2024Asurion and Reach launched a go-to-market mobile device protection service designed for regional operators.
• Altice USA (Optimum Mobile)coreChannel Partner/ Reseller/ Distributor · 24 July 2024Altice USA launched a comprehensive mobile device protection program through its Optimum Mobile brand, offering next-day device replacement, repairs at over 700 uBreakiFix stores, 24/7 customer assistance, and unlimited battery replacements.
• EssilorLuxotticaminorStrategic or Co-development Partner · 18 July 2024Asurion and EssilorLuxottica partnered on sunglasses insurance, extending Asurion's protection capabilities into eyewear and luxury products.
• VerizonflagshipChannel Partner/ Reseller/ DistributorVerizon is one of Asurion's largest carrier partners, offering Verizon Mobile Protect, Verizon Home Device Protect, and other protection plans through Asurion's platform and services.
• AT&TflagshipChannel Partner/ Reseller/ DistributorAT&T offers Asurion-powered protection plans including AT&T Protect Advantage and AT&T HomeTech Protection for mobile and home devices.
• Cricket WirelesscoreChannel Partner/ Reseller/ DistributorCricket Wireless offers Asurion-powered device protection plans for its mobile customers.
• UScellularcoreChannel Partner/ Reseller/ DistributorUScellular partners with Asurion to provide device protection services for their customers.
• HPcoreOEM/ Whitelabel/ Licensing PartnerHP Care Complete is a white-label protection plan powered by Asurion, offering coverage for HP computers and accessories through three tiers: Individual ($6.99/mo), Family ($17.99/mo), and Whole Home ($24.99/mo).
• Microsoft (Xbox)coreOEM/ Whitelabel/ Licensing PartnerAsurion Care for Xbox provides repairs, replacements, and 24/7 tech support for Xbox gaming devices and accessories, with installation services for TVs and home theater equipment.
• BloomfiresupportingTechnology or IntegrationBloomfire partnered with uBreakiFix to implement an AI-powered knowledge management platform that transformed operations at 685 retail locations, resulting in 25-35% faster knowledge access and halved onboarding time.

Scale indicators16 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Assurant: Largest direct competitor in connected-life/device protection, including mobile device, smartphone, and connected equipment protection plans sold through carriers and retailers — directly comparable core product and B2B2C GTM, after Google's switch of Pixel Preferred Care away from Assurant to Asurion.
• SquareTrade (Allstate Protection Plans): Consumer-electronics and appliance extended-warranty provider owned by Allstate, selling through retailers (including Amazon and Best Buy) with similar subscription-based device protection coverage — directly comparable protection plan product and distribution model.
• Geek Squad (Best Buy): Best Buy's in-store and in-home tech support and repair arm offers competing same-day repair, device setup, and protection-adjacent services — comparable retail technical-service experience for consumer electronics and a direct alternative to uBreakiFix walk-ins.
• CPR Cell Phone Repair: Franchised mobile device repair chain providing screen, battery, and electronics repair services across the US — directly comparable to uBreakiFix on service offering and franchise retail model.
• HomeServe USA: Subscription-based home warranty provider for utility and home system/appliance coverage including HVAC, plumbing, and major appliances — directly comparable to the appliance care book of business Asurion gains through the Domestic & General acquisition and a peer for cross-selling into US homes.

Broad incumbents

• AppleCare+ (Apple): Apple's first-party protection and support offering for its hardware ecosystem, which competes for device-care wallet share and could disintermediate Asurion within Apple's substantial install base through in-house programs.
• Samsung Care+ (Samsung Electronics): Samsung's first-party device protection and accidental damage coverage program for Galaxy and other Samsung devices, positioning Samsung as an OEM-driven competitor in mobile protection and competing for carrier/OEM shelf space that Asurion depends on.

Emerging players

• HelloTech: On-demand, in-home tech support and smart-home installation provider offering device setup, troubleshooting, and smart-home installation services — overlaps with Asurion's Tech Support and installation offerings but with a more consumer-direct/on-demand model.
• Puls: Same-day in-home tech repair and smart-home installation service addressing consumer device issues and connected-home setup — overlapping with Asurion's premium on-site repair ambitions and competitive for both insurance carriers and retailer referrals.

Others

• iFixit: Open-source repair knowledge ecosystem providing teardown and repair guides, parts, and tools for consumer electronics — adjacent ecosystem participant that enables DIY repair alternatives to Asurion's paid repair services and competes for technician training/knowledge content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Asurion
• YouTubeyoutube.com/asurion
• Facebookfacebook.com/asurion
• LinkedInlinkedin.com/company/asurion
• Instagraminstagram.com/accounts/login/?next=/asurion

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors3 records

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

M&A6 records

Investments1 record

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

Frequently asked questions about Asurion