SquareTrade
SquareTrade is a wholly-owned Allstate subsidiary providing extended warranty and protection plans for consumer electronics, appliances, and furniture to over 140 million customers through direct online sales and major retail and mobile carrier partnerships across four continents.
- Company typePrivate
- Founded2000
- HeadquartersSan Francisco, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What SquareTrade does
SquareTrade is an independent warranty and device protection provider founded in 2000 and headquartered in Brisbane, California, operating since 2016 as a wholly-owned subsidiary of The Allstate Corporation (NYSE: ALL) under the dual brand identity of "SquareTrade" and "Allstate Protection Plans." The company issues extended warranty and accidental-damage protection plans covering smartphones, consumer electronics, appliances, laptops, TVs, and furniture, and serves more than 140 million customers across North America, the UK, Japan, and Australia. Distribution is multi-channel: direct-to-consumer sales via squaretrade.com and a mobile app, paired with point-of-sale and embedded integrations at most major North American retailers (Walmart, Amazon, Costco, Target, Home Depot, Staples, Office Depot) and mobile carriers (AT&T and several MVNOs).
The technical core combines a proprietary claims and customer-service platform—supporting 24/7 online claims filing, same-day phone repair, and one-visit in-home service—with a 12-plus-year device breakability testing program built around specialized robots (DropBot, DunkBot, BendBot, FoldBot) and a standardized Breakability Score. SquareTrade holds four granted US patents (6,658,394; 7,020,634; 7,092,912; 7,424,457) and operates multiple wholly-owned subsidiaries (Complete Product Care Corp, SquareTradeGo Inc, CE Care Plan Corp, SquareTrade Protection Solutions Inc, ST Product Care Corp, Protection Plan Group Inc, and PlumChoice Inc) that handle plan administration and technology services.
The business model is B2B2C protection plan sales: one-time plan purchases at retail point-of-sale and through carrier integrations, supplemented by direct online sales. FY2024 revenue was $2.0 billion (21.2% year-over-year growth) under the Allstate Protection Plans segment, which represents approximately 3% of The Allstate Corporation's $64 billion group revenue. Growth vectors include product line extensions (Whole Home plans, Allstate Identity Protection), the ReebeloCare joint venture in Australia's refurbished-device market (October 2024), and a channel partnership with Associated Carrier Group (April 2026) extending reach to smaller carriers and resellers.
SquareTrade firmographics
Firmographics- Name
- SquareTrade
- Legal name
- SquareTrade, Inc.
- Website
- https://squaretrade.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SquareTrade is a wholly-owned Allstate subsidiary providing extended warranty and protection plans for consumer electronics, appliances, and furniture to over 140 million customers through direct online sales and major retail and mobile carrier partnerships across four continents.
- Ownership category
- akta.pro rank
SquareTrade industry classification
Industry- Product category
- Extended Warranty / Device Protection Services
- NAICS
- Insurance Carriers and Related Activities (524)
- akta.pro primary industry
- Consumer Electronics & Mobile Device Protection Plans (FSAJALAH)
- akta.pro secondary industry
- Warranty, Protection Plans & Extended Service Contracts (CRACAJAH)
Keywords
Where SquareTrade is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
SquareTrade business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Extended Warranty and Protection Plans: Revenue generated from selling extended warranty and protection plans for consumer electronics, appliances, and furniture. Plans are sold as one-time purchases at retail point-of-sale or as subscriptions through direct channels. The company reported $2.0 billion in FY2024 revenue, representing 21.2% growth year-over-year.
- B2B Partner Programs: Revenue from providing protection plan infrastructure and services to retail and carrier partners, including implementation, claims handling, and marketing support for embedded insurance offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 5-Year Major Appliance Protection Plan ($5000-5999.99 coverage) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
SquareTrade product offering
Product offeringCore offering
SquareTrade sells extended warranty and accidental damage protection plans for smartphones, consumer electronics, laptops, TVs, major home appliances, and furniture. Plans are distributed directly to consumers via squaretrade.com and at point-of-sale through retail and mobile-carrier partners. Coverage is fulfilled through 24/7 online claims processing, same-day phone repairs, and one-visit in-home service appointments.
Product overview
SquareTrade, operating as Allstate Protection Plans, is a protection plan provider offering warranty and accidental damage coverage for consumer electronics, appliances, and furniture. The product portfolio is structured as a unified platform with multiple protection plan types: Phone, Electronics, Laptop, TV, Appliance, and Furniture Protection Plans serve as the core offerings. The Whole Home Electronics, Whole Home Electronics & Mobile, and Whole Home Electronics & Appliances Plans are add-on modules providing comprehensive household coverage. Additional products include Allstate Identity Protection and ReebeloCare (for refurbished devices). All plans are delivered through same-day phone repairs, in-home service appointments, and 24/7 online claims processing, distributed via major retailers and mobile carriers.
Differentiator
Problem solved
Functional benefit
Products and services
- Phone Protection Plans
- Electronics Protection Plans
- Laptop Protection Plans
- TV Protection Plans
- Appliance Protection Plans
- Furniture Protection Plans
- Whole Home Electronics Plan
- Whole Home Electronics & Mobile Plan
- Whole Home Electronics & Appliances Plan
- Allstate Identity Protection
- ReebeloCare
Companies that use SquareTrade
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
SquareTrade technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SquareTrade partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Associated Carrier Group (ACG)corePartnership with Associated Carrier Group to make protection solutions more accessible to ACG member carriers and resellers. Provides pre-negotiated program terms, implementation guidance, and proven protection infrastructure, helping carriers bring protection capabilities to market more efficiently through point-of-sale integration, online channels, or existing customer care operations.
- ReebelocoreSquareTrade and Reebelo launched ReebeloCare, a 24-month device protection plan in Australia allowing customers to refresh or replace refurbished devices with flexible service options and global coverage, supported by a 24/7 self-service portal. This partnership extends SquareTrade's reach into the refurbished device market.
- Major Retailers and CarrierscorePartnerships with major retailers including Walmart, Amazon, Costco, Target, Home Depot, Staples, Office Depot, and mobile carriers including AT&T. Plans are offered at point-of-sale both in stores and online, with retailer-specific terms and conditions.
Scale indicators6 records
Recent moves4 records
Expansion highlights5 records
SquareTrade competitors and assessment
Company assessmentEmerging players
- Mulberry (warranty platform): Mulberry is a software platform that lets brands and retailers offer embedded product protection and extended warranties. It overlaps with SquareTrade's B2B channel business by serving as infrastructure rather than competing head-on as an underwriter.
- Extend: Extend is a modern product protection platform that enables merchants and brands to offer extended warranties and shipping protection at checkout. It competes with SquareTrade's B2B partner infrastructure offerings, particularly with mid-market retailers and Shopify-style merchants.
Others
- U-Haul (extended warranty / SureMove): U-Haul offers optional coverage products and damage protection plans sold at point of rental. While adjacent rather than directly competitive, it illustrates a comparable POS-protection business model where coverage is bundled into a high-traffic transaction.
Direct peers
- Asurion: Asurion is the largest provider of device protection plans and product support services in the world, generating approximately $9.7bn in revenue. It directly competes with SquareTrade/Allstate Protection Plans across mobile, electronics and appliance categories and is the category leader by scale.
- Assurant: Assurant's Connected Living segment offers extended warranties and device protection plans globally with about $9.3bn in revenue, directly overlapping with SquareTrade's product set in mobile, electronics and connected devices.
Broad incumbents
- T-Mobile (Protection 360 / AppleCare Services): T-Mobile offers device protection plans sold in its own retail and digital channels. Although T-Mobile has historically partnered with SquareTrade competitors, it represents a competing distribution and product path in the mobile protection category.
- Apple (AppleCare+): Apple offers AppleCare+ as a first-party protection product for iPhones, Macs and other devices. While not a stand-alone competitor, it competes directly with SquareTrade's phone and laptop protection plans at the point of sale.
- Geek Squad (Best Buy): Geek Squad provides in-house protection plans (Best Buy Total Tech and Geek Squad Protection) and tech support for electronics sold at Best Buy. It competes with SquareTrade for retail POS placement in the consumer electronics category.
- Allstate (P&C insurance parent): Allstate Corporation is SquareTrade's parent company and operates a large US property & casualty and personal lines insurance franchise. While not a direct competitor, Allstate's broader insurance strategy and capital allocation directly determine SquareTrade's trajectory.
- Verizon Protect: Verizon's device protection offerings (formerly Verizon Total Equipment Coverage) are sold alongside SquareTrade and competitor plans in carrier channels and represent an in-house alternative for Verizon customers.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SquareTrade social profiles
Digital presenceSquareTrade financial estimates
Financial estimateRevenue estimate
Valuation estimate
SquareTrade leadership team
Management profileNumber of profiles
Profiles14 records
SquareTrade subsidiaries and ownership
Company hierarchySubsidiaries8 records
SquareTrade funding detail
Funding detailFunding overview
Funding rounds4 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SquareTrade M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SquareTrade
What does SquareTrade do?
SquareTrade sells extended warranty and accidental damage protection plans for smartphones, consumer electronics, laptops, TVs, major home appliances, and furniture. Plans are distributed directly to consumers via squaretrade.com and at point-of-sale through retail and mobile-carrier partners. Coverage is fulfilled through 24/7 online claims processing, same-day phone repairs, and one-visit in-home service appointments.
Is SquareTrade a public or private company?
SquareTrade is a private company. It is classified as corporate owned and is currently operating.
When was SquareTrade founded?
SquareTrade was founded in 2000. It employs 101 to 250 people.
Where is SquareTrade based?
SquareTrade is headquartered in San Francisco, United States, in the North America region.
How does SquareTrade make money?
Two revenue lines are on record. Extended Warranty and Protection Plans are the primary driver. The others are B2B Partner Programs.
Who are SquareTrade's main competitors?
Emerging players on record are Mulberry (warranty platform) and Extend. U-Haul (extended warranty / SureMove) is listed as an others. Direct peers are Asurion and Assurant. Broad incumbents are T-Mobile (Protection 360 / AppleCare Services), Apple (AppleCare+), Geek Squad (Best Buy), Allstate (P&C insurance parent) and Verizon Protect.
Does SquareTrade have an API?
No public API is recorded for SquareTrade.
What industry is SquareTrade in?
SquareTrade's product category is Extended Warranty / Device Protection Services. Its primary akta.pro industry code is FSAJALAH, Consumer Electronics & Mobile Device Protection Plans, with a secondary code of CRACAJAH, Warranty, Protection Plans & Extended Service Contracts. Its NAICS code is 524.