Allstate Protection Plans
Allstate Protection Plans (SquareTrade) is a wholly-owned Allstate subsidiary providing device and appliance protection plans through major retailers, mobile carriers, and direct channels, serving 140 million+ customers across North America, Europe, Japan, and Australia, with $2.0 billion in FY2024 revenue.
- Company typePrivate
- Founded1999
- HeadquartersBrisbane, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Allstate Protection Plans does
Allstate Protection Plans (APP), operating under the SquareTrade consumer brand, is a device and appliance protection plan provider founded in 1999 and wholly owned by The Allstate Corporation. APP sells subscription and point-of-sale protection plans covering smartphones, tablets, laptops, TVs, appliances, and furniture through a B2B2C distribution model embedded in major North American retailers (Amazon, Walmart, Costco, Target, Home Depot, Staples, Macy's, eBay, Wayfair) and mobile carriers (AT&T, Consumer Cellular, Mint Mobile, Pure Talk), with international operations in the UK, Australia, Japan, and parts of Europe. The company serves over 140 million customers globally and reported $2.0 billion in FY2024 revenue, representing approximately 3% of the $64 billion Allstate Group's consolidated revenue.
APP's technical platform centers on a proprietary claims processing system offering 24/7 self-service online filing with instant approval for many claims. Distinctive technical assets include the Breakability testing program — a series of purpose-built robotic testing rigs (DropBot for 6-foot drop tests onto concrete, DunkBot for water immersion, BendBot for structural integrity under pressure, and FoldBot for foldable device hinge lifespan) used to evaluate device durability and to produce content marketing assets. The company holds a portfolio of granted US patents (6,658,394; 7,020,634; 7,092,912; 7,424,457) covering site and services technology, with additional patent applications pending.
Revenue is generated through two primary streams: monthly recurring device protection subscriptions (the dominant and faster-growing stream, up 21.2% in FY2024) and one-time point-of-sale protection plans sold at retail and carrier checkout. Pricing is tiered, with the standard Phone Protection plan at $8.99/month and the Phone Protection Plus premium tier at $12.99/month, the latter adding Premium Tech Support, Allstate Roadside Assistance, and identity theft recovery. Customer segments split between individual consumers (direct purchase via squaretrade.com or via retail) and enterprise channel partners (retailers and carriers seeking value-added services to lift AOV and reduce churn). APP operates from a Brisbane, California headquarters with offices in Denver, London, Melbourne, and Tokyo, and earned multiple 2025 customer service awards across Stevie, Titan, Globee, Best in Biz, TWICE, and Muse programs.
Allstate Protection Plans firmographics
Firmographics- Name
- Allstate Protection Plans
- Legal name
- SquareTrade, Inc.
- Website
- https://squaretrade.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Allstate Protection Plans (SquareTrade) is a wholly-owned Allstate subsidiary providing device and appliance protection plans through major retailers, mobile carriers, and direct channels, serving 140 million+ customers across North America, Europe, Japan, and Australia, with $2.0 billion in FY2024 revenue.
- Ownership category
- akta.pro rank
Allstate Protection Plans industry classification
Industry- Product category
- Device and Appliance Protection Services
- NAICS
- Insurance Carriers and Related Activities (524)
- akta.pro primary industry
- Consumer Electronics & Mobile Device Protection Plans (FSAJALAH)
- akta.pro secondary industries
- Appliance & Major Home Equipment Protection Plans (FSAJALAI), Warranty, Protection Plans & Extended Service Contracts (CRACAJAH), Mobile Device Repair & Aftermarket Services (Repair, Parts, Insurance/Warranty) (CRACALAI)
Keywords
Where Allstate Protection Plans is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Allstate Protection Plans business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Device Protection Subscriptions: Monthly recurring subscription plans for smartphone and device protection offering ongoing coverage with flexible cancellation, representing the primary revenue stream. Revenue grew 21.2% in FY2024 to $2.0 billion.
- Point-of-Sale Protection Plans: One-time protection plans sold at retail checkout through partner retailers and carriers, covering devices such as phones, electronics, appliances, furniture, and TVs. Plans available at major North American retailers both in stores and online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Single Phone Protection Plan |
| Subscription | Monthly | Phone Protection Plus |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Allstate Protection Plans product offering
Product offeringCore offering
Allstate Protection Plans (operating under the SquareTrade brand) sells subscription and one-time device and appliance protection plans covering smartphones, laptops, tablets, TVs, furniture, and home electronics against accidental damage and mechanical failures. Plans are distributed primarily through major retailers (Amazon, Walmart, Costco, Target, Home Depot, Staples, Macy's, eBay, Wayfair) and mobile carriers (AT&T, Consumer Cellular, Mint Mobile), and also directly to consumers via squaretrade.com. The company operates a proprietary claims processing platform with 24/7 self-service filing and same-day repair options.
Product overview
Allstate Protection Plans is a product protection subsidiary of the Allstate Group, operating under the SquareTrade brand. The company offers a portfolio of device and appliance protection plans including Phone Protection (single/family), Phone Protection Plus (premium tier), Appliance Protection, Electronics Protection, TV Protection, Furniture Protection, Laptop Protection, and Whole Home Electronics Plans. Plans are sold through major retail partners including Amazon, Walmart, eBay, Costco, Target, Home Depot, and Staples, as well as directly to consumers. The company also provides repair services including same-day local repair, in-home repair, Genius Bar reimbursement, and mail-in repair options.
Differentiator
Problem solved
Functional benefit
Products and services
- Phone Protection
Quantifiable outcome
- 70%+ consumer preference over competitors
- +5 more outcomes
Companies that use Allstate Protection Plans
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Allstate Protection Plans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Allstate Protection Plans partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered major, core and minor.
- Associated Carrier GroupmajorStrategic partnership to support growth and improve customer experience for mobile carrier distribution.
- AmazoncoreAmazon serves as a major retail channel for Allstate Protection Plans, offering protection plans for Amazon Devices (including Kindle, Echo), Blink, Ring products, and general electronics through Amazon US, Canada, and B2B marketplaces.
- WalmartcoreWalmart Protection Plans by Allstate sold online and in stores at Walmart locations. Terms & Conditions documents available for English, Spanish, and Puerto Rico variants.
- CostcocoreCostco protection plans offered including Whole Home Electronics Protection Plan, available in Costco warehouses and online for Costco members.
- The Home DepotcoreThe Home Depot protection plans for home improvement products offered in US and Canadian stores with English and Spanish documentation.
- AT&T MobilitycoreAT&T mobile protection plans offered to AT&T wireless customers at point of sale and through account management.
- TargetmajorTarget protection plans offered for electronics and general merchandise at Target stores and online.
- StaplesmajorStaples protection plans for office electronics and technology products offered at Staples US and Canada locations.
- Macy'smajorMacy's protection plans including Fine Jewelry & Watches coverage, offered at Macy's department stores and online.
- eBaymajoreBay US and Canada protection plans including Certified Refurbished device coverage, offered through eBay marketplace.
- WayfairmajorWayfair protection plans for furniture and home goods offered online for US and Canada customers in English and French.
- Consumer CellularmajorConsumer Cellular mobile protection plans offered to Consumer Cellular customers.
- Mint MobileminorMint Mobile protection plans offered to Mint Mobile customers.
- RingmajorRing smart home device protection plans offered for Ring video doorbells and security cameras through Amazon channel.
- BlinkminorBlink security camera protection plans offered through Amazon channel.
- ArlominorArlo smart camera protection plans offered.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Allstate Protection Plans competitors and assessment
Company assessmentEmerging players
- Extend, Inc. Extend is an emerging extended-warranty and protection-plan platform working with retailers and merchants to deliver embeddable protection — a growing tech-enabled competitor overlapping APP's electronics/appliance warranty offering.
- Worth Ave. Group: Worth Ave. Group is an insurance and warranty specialist providing device, marine, and consumer-product protection plans — competing in adjacent niches of APP's product portfolio, particularly mobile and electronics coverage.
Broad incumbents
- T-Mobile Protection (with Assurant/Sprint): T-Mobile's Protection<360> and similar device protection plans use Assurant back-end and compete directly with Allstate Protection Plans in the carrier-embedded segment.
- Samsung Care+: Samsung's manufacturer-offered protection plans (Care+, Care+ for Business) protect Galaxy devices — competing head-to-head in breakability/damage coverage for the same flagship phones APP insures.
- AppleCare / Apple Services: AppleCare+ is the manufacturer-direct mobile protection plan bundled with iPhones — competing for the same device-protection wallet, with structural advantages including in-house service and hardware telemetry.
- AT&T Protect (provided by Asurion): AT&T's flagship device protection program is provided by Asurion, making it a direct competitive channel for smartphone protection even as AT&T simultaneously partners with APP for some plans — creating channel overlap.
- Verizon Wireless Protect / Total Mobile Protection: Verizon-offered device protection plans target the same smartphone customer base through carrier billing, often powered by Asurion but representing a major competitive distribution channel that marginalizes third-party plans like APP.
Direct peers
- Assurant: Assurant's Connected Living segment (~$9.3B revenue) provides extended warranty, device protection, and trade-in/lifecycle services for mobile carriers and retailers — a near-identical offering to Allstate Protection Plans at much larger scale.
- Geek Squad (Best Buy): Best Buy's Geek Squad provides product protection, repair, and support services sold at retail for electronics and appliances — directly comparable to APP's electronics/appliance/furniture protection portfolio, with strong in-store service infrastructure.
- Asurion: Asurion is the largest US device protection provider (~$9.7B revenue) and APP's principal direct competitor — offering mobile, electronics, and appliance protection plans through carriers (including AT&T) and retailers with very similar product, claims, and POS-embedded model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Allstate Protection Plans social profiles
Digital presenceAllstate Protection Plans compliance and trust
Trust signalCompliance2 records
Allstate Protection Plans financial estimates
Financial estimateRevenue estimate
Valuation estimate
Allstate Protection Plans leadership team
Management profileNumber of profiles
Allstate Protection Plans funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Allstate Protection Plans 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 Allstate Protection Plans
What does Allstate Protection Plans do?
Allstate Protection Plans (operating under the SquareTrade brand) sells subscription and one-time device and appliance protection plans covering smartphones, laptops, tablets, TVs, furniture, and home electronics against accidental damage and mechanical failures. Plans are distributed primarily through major retailers (Amazon, Walmart, Costco, Target, Home Depot, Staples, Macy's, eBay, Wayfair) and mobile carriers (AT&T, Consumer Cellular, Mint Mobile), and also directly to consumers via squaretrade.com. The company operates a proprietary claims processing platform with 24/7 self-service filing and same-day repair options.
Is Allstate Protection Plans a public or private company?
Allstate Protection Plans is a private company. It is classified as corporate owned and is currently operating.
When was Allstate Protection Plans founded?
Allstate Protection Plans was founded in 1999. It employs 501 to 1,000 people.
Where is Allstate Protection Plans based?
Allstate Protection Plans is headquartered in Brisbane, United States, in the North America region.
How does Allstate Protection Plans make money?
Two revenue lines are on record. Device Protection Subscriptions are the primary driver. The others are point-of-Sale Protection Plans.
Who are Allstate Protection Plans's main competitors?
Emerging players on record are Extend, Inc. and Worth Ave. Group. Broad incumbents are T-Mobile Protection (with Assurant/Sprint), Samsung Care+, AppleCare / Apple Services, AT&T Protect (provided by Asurion) and Verizon Wireless Protect / Total Mobile Protection. Direct peers are Assurant, Geek Squad (Best Buy) and Asurion.
Does Allstate Protection Plans have an API?
No public API is recorded for Allstate Protection Plans.
What industry is Allstate Protection Plans in?
Allstate Protection Plans's product category is Device and Appliance Protection Services. Its primary akta.pro industry code is FSAJALAH, Consumer Electronics & Mobile Device Protection Plans, with a secondary code of FSAJALAI, Appliance & Major Home Equipment Protection Plans. Its NAICS code is 524.