SO-SURE
SO-SURE is a UK direct-to-consumer insurer (under Open Insurance Services UK Limited, FCA reference 988625) offering mobile phone and contents insurance via online self-serve portals. The brand is no longer accepting new customers and now services an existing policy book while redirecting prospects to sister brand Huddle Insurance.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What SO-SURE does
SO-SURE is a UK-based consumer insurance brand operating under Open Insurance Services UK Limited, an FCA-regulated (reference 988625) private limited company registered in England and Wales. The company offered two core insurance products distributed exclusively online: mobile phone insurance covering theft, loss, accidental damage, and out-of-warranty breakdown, with accessories up to £100 and up to 90 days of worldwide travel coverage; and contents insurance covering valuable home electronics and personal items, requiring an inventory for items over £500 and certain device categories.
The business model was direct-to-consumer subscription-style recurring insurance premiums, paid monthly or annually, with 24/7 self-service policy and claims management via dedicated web portals (insurance.wearesosure.com for mobile and dashboard.wearesosure.com for contents). Distribution was entirely digital, relying on the wearesosure.com website, with no broker or B2B channels. Target segments were individual UK consumers owning mobile phones and home contents. Pricing details were not publicly disclosed, with excesses shown individually on Policy Schedules and a Condition Check mechanism that reduced excess on validated mobile devices.
As of the most recent available information, SO-SURE is no longer accepting new policies and is operating on a run-off basis, servicing existing customers only. Prospective new mobile phone insurance customers are redirected to Huddle Insurance, a successor brand operated by the same parent entity. The company has raised approximately $8.7M in disclosed funding across five rounds between 2016 and 2020, with no new capital raises documented since July 2020.
SO-SURE firmographics
Firmographics- Name
- SO-SURE
- Legal name
- Open Insurance Services UK Limited
- Website
- https://wearesosure.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SO-SURE is a UK direct-to-consumer insurer (under Open Insurance Services UK Limited, FCA reference 988625) offering mobile phone and contents insurance via online self-serve portals. The brand is no longer accepting new customers and now services an existing policy book while redirecting prospects to sister brand Huddle Insurance.
- Ownership category
- akta.pro rank
SO-SURE industry classification
Industry- Product category
- Personal Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- SIC
- Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Public Liability (Premises/Operations) (FSAJADAD)
Keywords
Where SO-SURE is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SO-SURE business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Others
Revenue model
- Insurance Premiums: SO-SURE generates revenue through recurring insurance premiums charged to policyholders for mobile phone and contents insurance coverage. Policies can be paid monthly or annually.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
SO-SURE product offering
Product offeringCore offering
SO-SURE provides mobile phone insurance and contents insurance to individual consumers in the United Kingdom. Mobile phone policies cover theft, loss, accidental damage, out-of-warranty breakdown, accessories up to £100, and up to 90 days of worldwide travel coverage. Contents insurance covers home valuables with inventory-based valuation. Policies are managed entirely through online self-service portals, and the company is no longer accepting new policies, redirecting prospective customers to its sister brand Huddle Insurance.
Product overview
SO-SURE is an insurance services company offering two core insurance products: Mobile Phone Insurance and Contents Insurance. The company is no longer accepting new policies and has partnered with Huddle Insurance as the recommended alternative for mobile phone coverage. Existing customers can continue managing their policies through dedicated online portals. Both products are underwritten by Open Insurance Services UK Limited, regulated by the FCA.
Differentiator
Problem solved
Functional benefit
Brands
- Huddle Insurance: New brand offering mobile phone insurance, referred to as an alternative for customers seeking mobile phone coverage. Features include theft & loss as standard, accidental damage, new & refurbished devices, up to 90 days travel worldwide, out of warranty breakdown, and accessories up to £100 value.
Products and services
- Mobile Phone Insurance
Quantifiable outcome
- Accessories up to £100 covered
- +3 more outcomes
Companies that use SO-SURE
Customer profileSegments2 records
Ideal customer profiles2 records
SO-SURE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SO-SURE partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Huddle InsuranceminorSO-SURE redirects prospective new mobile phone insurance customers to Huddle Insurance (huddleinsurance.com/uk/mobile-phone-insurance). This appears to be a successor brand relationship within the same corporate group (Open Insurance Services UK Limited).
Recent moves6 records
Expansion highlights2 records
SO-SURE competitors and assessment
Company assessmentBroad incumbents
- AppleCare+: Apple's first-party device protection and accidental damage coverage bundled with iPhone purchases. Comparable as the OEM-direct competitor that has structural distribution advantages over SO-SURE's mobile phone insurance offering.
- Asurion: Global leader in device protection and mobile insurance, serving carriers and retailers at large scale. While US-headquartered, it represents the dominant scaled model in mobile device protection that digital-first UK peers like SO-SURE compete against.
- Direct Line Group: Major UK personal lines insurer with home contents as a core product. Comparable because Direct Line operates in SO-SURE's contents-insurance category at much greater scale, and represents the incumbent benchmark SO-SURE targets digitally.
- Lemonade: Digital-first consumer insurance carrier using AI-driven underwriting and self-service claims. Although broader than personal lines, it is the most cited benchmark for the digital-native insurance model SO-SURE is operating.
- Admiral Group: UK-listed personal lines insurer offering home contents and a wide portfolio of consumer insurance products. Comparable as an established UK personal-lines competitor that SO-SURE's contents product overlaps with.
- Aviva UK: Large UK general insurer offering contents and personal insurance at scale through broker, direct, and partnership channels. Comparable as a broad incumbent in SO-SURE's contents insurance category.
Direct peers
- Loveit Coverit: UK mobile phone and gadget insurance specialist sold direct-to-consumer online with comparable coverage features (theft, loss, accidental damage) and a similar low-overhead digital distribution model.
- Protect Your Bubble: UK-based direct-to-consumer gadget, mobile phone and travel insurance provider operating a similar digital self-service model with the same target customer (UK mobile-phone owners) and overlapping product set.
- Huddle Insurance: Direct successor brand under the same Open Insurance Services UK Limited parent, offering the same mobile phone insurance proposition SO-SURE customers are being redirected to. Closest functional comparable in product, claims platform, and regulatory structure.
- Gadget Cover: UK specialist insurer focused on gadget and mobile device protection distributed directly online; competes head-to-head with SO-SURE on price, cover breadth, and claims experience for the same customer persona.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
SO-SURE social profiles
Digital presenceSO-SURE financial estimates
Financial estimateRevenue estimate
Valuation estimate
SO-SURE leadership team
Management profileNumber of profiles
Profiles1 record
SO-SURE funding detail
Funding detailFunding overview
Funding rounds5 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SO-SURE 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 SO-SURE
What does SO-SURE do?
SO-SURE provides mobile phone insurance and contents insurance to individual consumers in the United Kingdom. Mobile phone policies cover theft, loss, accidental damage, out-of-warranty breakdown, accessories up to £100, and up to 90 days of worldwide travel coverage. Contents insurance covers home valuables with inventory-based valuation. Policies are managed entirely through online self-service portals, and the company is no longer accepting new policies, redirecting prospective customers to its sister brand Huddle Insurance.
Is SO-SURE a public or private company?
SO-SURE is a private company. It is classified as venture growth investor backed and is currently operating.
When was SO-SURE founded?
SO-SURE was founded in 2016. It employs 11 to 50 people.
Where is SO-SURE based?
SO-SURE is headquartered in London, United Kingdom, in the Europe region.
How does SO-SURE make money?
One revenue line is on record: insurance Premiums.
Who are SO-SURE's main competitors?
Broad incumbents on record are AppleCare+, Asurion, Direct Line Group, Lemonade, Admiral Group and Aviva UK. Direct peers are Loveit Coverit, Protect Your Bubble, Huddle Insurance and Gadget Cover.
Does SO-SURE have an API?
No public API is recorded for SO-SURE.
What industry is SO-SURE in?
SO-SURE's product category is Personal Insurance. Its primary akta.pro industry code is FSAJADAD, Public Liability (Premises/Operations). Its NAICS code is 524126 and its SIC code is 6331.