Allstate Protection Plans

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.

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

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

• Device protection plans
• Extended warranty services
• Smartphone insurance
• Appliance protection coverage
• Product protection plans

Headquarters

HQ city

Brisbane

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

16 partnerships are on record, tiered major, core and minor.

• Associated Carrier GroupmajorChannel Partner/ Reseller/ Distributor · 1 January 2026Strategic partnership to support growth and improve customer experience for mobile carrier distribution.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon 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.
• WalmartcoreChannel Partner/ Reseller/ DistributorWalmart Protection Plans by Allstate sold online and in stores at Walmart locations. Terms & Conditions documents available for English, Spanish, and Puerto Rico variants.
• CostcocoreChannel Partner/ Reseller/ DistributorCostco protection plans offered including Whole Home Electronics Protection Plan, available in Costco warehouses and online for Costco members.
• The Home DepotcoreChannel Partner/ Reseller/ DistributorThe Home Depot protection plans for home improvement products offered in US and Canadian stores with English and Spanish documentation.
• AT&T MobilitycoreChannel Partner/ Reseller/ DistributorAT&T mobile protection plans offered to AT&T wireless customers at point of sale and through account management.
• TargetmajorChannel Partner/ Reseller/ DistributorTarget protection plans offered for electronics and general merchandise at Target stores and online.
• StaplesmajorChannel Partner/ Reseller/ DistributorStaples protection plans for office electronics and technology products offered at Staples US and Canada locations.
• Macy'smajorChannel Partner/ Reseller/ DistributorMacy's protection plans including Fine Jewelry & Watches coverage, offered at Macy's department stores and online.
• eBaymajorChannel Partner/ Reseller/ DistributoreBay US and Canada protection plans including Certified Refurbished device coverage, offered through eBay marketplace.
• WayfairmajorChannel Partner/ Reseller/ DistributorWayfair protection plans for furniture and home goods offered online for US and Canada customers in English and French.
• Consumer CellularmajorChannel Partner/ Reseller/ DistributorConsumer Cellular mobile protection plans offered to Consumer Cellular customers.
• Mint MobileminorChannel Partner/ Reseller/ DistributorMint Mobile protection plans offered to Mint Mobile customers.
• RingmajorChannel Partner/ Reseller/ DistributorRing smart home device protection plans offered for Ring video doorbells and security cameras through Amazon channel.
• BlinkminorChannel Partner/ Reseller/ DistributorBlink security camera protection plans offered through Amazon channel.
• ArlominorChannel Partner/ Reseller/ DistributorArlo smart camera protection plans offered.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging 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

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

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Allstate Protection Plans