Toggle
Toggle is a direct-to-consumer insurance brand under Farmers Insurance Group offering customizable renters, auto, and homeowners insurance via subscription pricing. Built on Sure's platform, it targets digital-native consumers with modular add-on coverages.
- Company typePrivate
- Founded2018
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Toggle does
Toggle is a direct-to-consumer insurance brand operating under Farmers Insurance Group, offering customizable renters, auto, and homeowners insurance. The company targets digital-native consumers through a subscription-based pricing model with modular add-on coverages, positioning its products at price points comparable to everyday consumer subscriptions such as streaming services. Toggle distributes entirely online with no agent intermediation, differentiating from the traditional Farmers agency-channel model.
The platform is built on Sure's insurance infrastructure, which provides core underwriting, policy administration, and claims technology. Toggle integrates Equifax for credit-based insurance scoring and layers value-added features on top of the core P&C products, including Credit Lift (in partnership with Self), which rewards customers for improving their credit scores, and pet insurance through Pets Best as an add-on coverage. The product is available across 34 states for renters, 14 states for auto, and 9 states for homeowners, and benefits from Farmers Insurance Group's 90+ year operating history, AM Best A financial strength rating, and existing regulatory licensing footprint.
Toggle's business model centers on recurring monthly subscription premiums with no long-term contracts, combined with a declining-deductible feature that reduces the policyholder's deductible for each claim-free year. Revenue is generated through policy premiums and partner commissions on bundled add-on products. Toggle has no disclosed independent funding rounds and operates as a captive digital brand within the Farmers Group rather than a venture-backed standalone entity, which has implications for capital structure, governance, and exit optionality.
Toggle firmographics
Firmographics- Name
- Toggle
- Legal name
- Toggle Insurance Company
- Website
- https://gettoggle.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Toggle is a direct-to-consumer insurance brand under Farmers Insurance Group offering customizable renters, auto, and homeowners insurance via subscription pricing. Built on Sure's platform, it targets digital-native consumers with modular add-on coverages.
- Ownership category
- akta.pro rank
Toggle industry classification
Industry- Product category
- Personal Property and Casualty Insurance
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- akta.pro primary industry
- Renters Insurance (FSAJACAB)
Keywords
Where Toggle is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Toggle business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Renters Insurance Subscriptions: Monthly subscription-based renters insurance with tiered plans (Basic, Standard, Premium). Customers pay recurring monthly premiums for coverage that includes liability protection and personal property coverage. Coverage is customizable with add-on toggles for additional protection.
- Auto Insurance Subscriptions: Monthly subscription-based auto insurance with flexible, customizable coverage options. Includes standard auto coverage plus add-ons like Pet Passenger coverage for pets traveling in vehicles and Side Hustle coverage for rideshare/food delivery use.
- Homeowners Insurance Subscriptions: Monthly subscription-based homeowners insurance with customizable coverage. Includes home office equipment coverage for remote workers and pet parent liability coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic: Liability coverage many landlords require plus some personal property coverage |
| Subscription | Monthly | Standard: Enhanced coverage for customers with more belongings |
| Subscription | Monthly | Premium: High-value coverage for customers with expensive items |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Toggle product offering
Product offeringCore offering
Toggle sells customizable, subscription-based personal insurance products — Renters, Auto, and Homeowners coverage — issued on a monthly recurring basis under Farmers Insurance Group member carriers. Policies are purchased entirely online in minutes through gettoggle.com and feature three pricing tiers (Basic, Standard, Premium) plus modular Toggle On add-on coverages for pet liability, side hustle equipment, identity protection, and credit building through rent reporting.
Product overview
Toggle is an insurance brand underwritten by Farmers Insurance Group that offers three core insurance products: Renters Insurance, Auto Insurance, and Homeowners Insurance. All three products follow a customizable subscription model with tiered coverage options. The portfolio includes add-on modules such as Pet Parent for pet liability coverage, Side Hustle for freelance equipment protection, Identity Protector for identity theft monitoring, and Credit Lift for credit building through rent reporting. Additional features include Declining Deductibles rewards for claim-free years and Declining Deductibles. Toggle's insurance is currently available in select U.S. states.
Differentiator
Problem solved
Functional benefit
Products and services
- Toggle Renters Insurance Customizable subscription-based renters insurance for tenants covering liability protection that many landlords require plus personal property coverage, with optional add-ons for pet liability, side hustle equipment, identity protection, high-value items, and worldwide portable coverage.
- Toggle Auto Insurance Customizable subscription-based auto insurance for individual vehicle owners with optional Pet Passenger coverage for pets traveling in vehicles and Side Hustle Auto coverage for rideshare and delivery use.
- Toggle Homeowners Insurance Customizable subscription-based home insurance covering dwelling, personal property, and liability with home office equipment coverage for remote workers and pet liability (Pet Parent) protection, plus automated lender notification at policy binding.
Companies that use Toggle
Customer profileSegments7 records
Ideal customer profiles3 records
Toggle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Toggle partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Sure (SurePlatform)coreToggle is built on the Sure insurance technology platform (built-on-sure logo visible on website). Sure provides the underlying infrastructure for digital insurance products including policy management, enrollment, and administration.
- Self (Credit Lift by Self)minorToggle offers Credit Lift feature developed in partnership with Self, enabling rent payment reporting to help customers build credit scores. Toggle earns referral fees from Self for rent reporting enrollments.
- Pets BestminorReferral partnership for pet insurance. Toggle website links to Pets Best pet insurance product, creating cross-selling opportunity for pet owners who need additional pet coverage beyond Toggle's Pet Parent liability coverage.
- Farmers Insurance Group of CompaniescoreToggle is a brand of Farmers Insurance Group. Toggle Insurance Company is a member of Farmers Insurance Group along with 21st Century Premier Insurance Company, 21st Century Assurance Company, 21st Century Casualty Company, Mid-Century Insurance Company, and Farmers Texas County Mutual. Toggle leverages Farmers' AM Best A-rated financial strength and 90+ years of industry experience.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Toggle competitors and assessment
Company assessmentEmerging players
- Branch Insurance: Insurtech offering bundled home and auto insurance with embedded coverage and digital-first experience. Comparable to Toggle in its bundling strategy and modern GTM.
Broad incumbents
- Nationwide: Major U.S. mutual insurer offering auto, homeowners, and renters insurance through multiple distribution channels. Comparable as a broad incumbent with full personal lines portfolio.
- Allstate: Large national P&C insurer offering auto, homeowners, renters, and life insurance through captive agents and direct channels. Comparable as a broad incumbent competitor across all of Toggle's product lines.
- State Farm: Largest U.S. personal lines insurer offering auto, homeowners, renters, and life insurance primarily through exclusive agent network. Comparable as a dominant incumbent with overlapping personal lines product portfolio.
- GEICO: Major direct-to-consumer auto insurer owned by Berkshire Hathaway with growing homeowners and renters offerings. Comparable to Toggle in its digital-first GTM and personal lines focus.
- Progressive: Top-tier U.S. P&C insurer known for direct digital distribution of auto insurance with expanding home and renters offerings. Comparable in digital GTM and product portfolio overlap.
- Liberty Mutual: Global P&C insurer offering auto, homeowners, and renters insurance through direct and broker channels. Comparable as broad incumbent with overlapping personal lines coverage.
Direct peers
- Lemonade: Digital-first insurtech offering renters, homeowners, pet, auto, and term life insurance with a fully online, self-serve purchase flow. Directly comparable to Toggle in product modularity, target demographic, and tech-led GTM motion.
- Hippo Insurance: Insurtech focused on homeowners insurance with modern digital experience and proactive home care services. Comparable to Toggle in its digital-first approach and pursuit of younger, urban homeowners and renters.
- Root Insurance: Auto insurtech using telematics-based underwriting and mobile-first customer experience. Directly comparable to Toggle's auto insurance product and digital distribution approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
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Digital presenceToggle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Toggle leadership team
Management profileNumber of profiles
Toggle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Toggle 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 Toggle
What does Toggle do?
Toggle sells customizable, subscription-based personal insurance products — Renters, Auto, and Homeowners coverage — issued on a monthly recurring basis under Farmers Insurance Group member carriers. Policies are purchased entirely online in minutes through gettoggle.com and feature three pricing tiers (Basic, Standard, Premium) plus modular Toggle On add-on coverages for pet liability, side hustle equipment, identity protection, and credit building through rent reporting.
Is Toggle a public or private company?
Toggle is a private company. It is classified as corporate owned and is currently operating.
When was Toggle founded?
Toggle was founded in 2018. It employs 11 to 50 people.
Where is Toggle based?
Toggle is headquartered in Los Angeles, United States, in the North America region.
How does Toggle make money?
Three revenue lines are on record. Renters Insurance Subscriptions are the primary driver. The others are auto Insurance Subscriptions and homeowners Insurance Subscriptions.
Who are Toggle's main competitors?
Branch Insurance is listed as an emerging player. Broad incumbents are Nationwide, Allstate, State Farm, GEICO, Progressive and Liberty Mutual. Direct peers are Lemonade, Hippo Insurance and Root Insurance.
Does Toggle have an API?
No public API is recorded for Toggle.
What industry is Toggle in?
Toggle's product category is Personal Property and Casualty Insurance. Its primary akta.pro industry code is FSAJACAB, Renters Insurance. Its NAICS code is 52412.