SquareTrade

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.

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

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

• Extended warranty plans
• Device protection services
• Consumer electronics warranty
• Appliance protection coverage
• Mobile device insurance

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Associated Carrier Group (ACG)coreChannel Partner/ Reseller/ Distributor · 20 April 2026Partnership 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.
• ReebelocoreStrategic or Co-development Partner · 1 October 2024SquareTrade 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 CarrierscoreChannel Partner/ Reseller/ DistributorPartnerships 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

Emerging 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

• Xx.com/SquareTrade
• YouTubeyoutube.com/@squaretrade
• Facebookfacebook.com/squaretrade
• LinkedInlinkedin.com/company/squaretrade

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries8 records

Funding overview

Funding rounds4 records

Investors10 records

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

M&A3 records

Investments

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

Frequently asked questions about SquareTrade