Consumer Priority Service
Consumer Priority Service is a US-based extended warranty and protection plan provider (founded 1989) offering multi-year contracts across 60+ product categories through 10,000+ retail dealers and direct-to-consumer websites, supported by a 50,000+ service center network and AI-driven claims processing.
- Company typePrivate
- Founded1989
- HeadquartersBrooklyn, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Consumer Priority Service does
Consumer Priority Service (CPS) is a US-based extended warranty and protection plan provider founded in 1989 and headquartered in Brooklyn, New York, with additional offices in Eatontown (NJ), Netanya (Israel), and Beirut (Lebanon). The company sells multi-year warranty contracts covering consumer electronics, appliances, furniture, fitness equipment, medical devices, and specialty items (jewelry, watches, handbags) across 60+ product categories. Its core products include Extended Warranty Plans, In-Home Service Plans, Premium Replacement Plans, Accidental Damage from Handling (ADH) coverage, and International Warranty Coverage, with a wholly-owned sub-brand CYA (Cover Your Assets) offering monthly subscription home and electronics warranties.
The underlying platform is a cloud-based warranty management system that supports online claim filing, real-time claim tracking, dealer portals, customer portals, and service center coordination, with APIs and native apps for Shopify, BigCommerce, Amazon, and eBay. CPS claims 50,000+ factory-authorized service centers and a network of 10,000+ retail dealer partners including Best Buy, Staples, Costco, Sam's Club, and Home Depot. AI is applied to instant claims settlement and an Aftermarket outreach program that reportedly converts 15% of non-buyers at point of sale.
Revenue is generated primarily through extended warranty premiums on 1–5 year contracts (with monthly subscription products through CYA), distributed via a hybrid GTM motion spanning retail dealer embed (channel partners), direct-to-consumer websites (CPSCentral.com, CYA.insure), marketplace integrations, and dealer referral programs. Customer segments include individual consumers (B2C) and retailers, dealers, healthcare providers, and service centers (B2B). The company employs 1,001–5,000 people, operates privately, and has not disclosed funding rounds or revenue figures in available sources.
Consumer Priority Service firmographics
Firmographics- Name
- Consumer Priority Service
- Legal name
- Consumer Priority Service
- Website
- https://cpscentral.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Consumer Priority Service is a US-based extended warranty and protection plan provider (founded 1989) offering multi-year contracts across 60+ product categories through 10,000+ retail dealers and direct-to-consumer websites, supported by a 50,000+ service center network and AI-driven claims processing.
- Ownership category
- akta.pro rank
Consumer Priority Service industry classification
Industry- Product category
- Extended Warranty and Product Protection Services
- NAICS
- Insurance Carriers and Related Activities (524)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Warranty, Protection Plans & Extended Service Contracts (CRACAJAH)
Keywords
Where Consumer Priority Service is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Consumer Priority Service business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Others
Revenue model
- Extended Warranty Premiums: CPS generates revenue primarily through selling extended warranty and protection plan contracts to consumers and retailers. These are subscription-like contracts (typically 1-5 years) that provide coverage for product repairs, replacements, and accidental damage after manufacturer warranties expire. Revenue is recognized over the contract coverage period.
- Dealer/Partner Integration Fees: CPS provides dealer tools, APIs, and integrations to retail partners who embed CPS warranty offerings into their sales platforms. This includes Shopify apps, BigCommerce integrations, Amazon solutions, and dealer portals. Some dealer benefits are free while premium integrations may involve service fees.
- CYA Monthly Warranty Program: Cover Your Assets (CYA) is a monthly warranty program covering electronic products and appliances in homes, apartments, dorms, or businesses. Sold as a subscription with monthly billing, providing ongoing protection for a recurring fee.
- Aftermarket Outreach Services: CPS Aftermarket program captures revenue from existing customers who didn't purchase a warranty at point of sale, using automated email outreach to generate new warranty purchases from the existing customer base.
- CYA Home Warranty Retail Cards: Physical retail cards sold at partner locations for $59.99 per month of home warranty coverage. Retailers keep the first month profit while CPS handles ongoing service and customer management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Standard Extended Warranty Plans - Coverage for appliances, electronics, furniture and more |
| Subscription | Multi-year contract | In-Home Extended Service Plans - Service delivered at customer location |
| Subscription | Multi-year contract | Premium Replacement Plans - Direct product replacement if unrepairable |
| Subscription | Monthly | CYA Home Warranty Retail Card - Monthly home warranty coverage |
| One time/ perpetual license | Multi-year contract | Wii Extended Warranty - 2 Year Coverage |
| One time/ perpetual license | Multi-year contract | iPad Extended Warranty - 2 Year Coverage |
| One time/ perpetual license | Multi-year contract | Nook Extended Warranty - 2 Year Coverage |
| One time/ perpetual license | Multi-year contract | Samsung Galaxy Extended Warranty - 2 Year Coverage |
| One time/ perpetual license | Multi-year contract | ADH (Accidental Damage from Handling) Coverage - Cell Phones |
Go-to-market motion3 records
Distribution channels10 records
Marketing channels8 records
Consumer Priority Service product offering
Product offeringCore offering
Consumer Priority Service (CPS) is an extended warranty and protection plan provider covering 60+ product categories including consumer electronics, appliances, furniture, fitness equipment, medical devices, and home systems. The company sells protection plans directly to consumers via its websites and through a network of 10,000+ retail dealers, processing claims via a cloud-based platform routed to 50,000+ factory-authorized service centers. Coverage includes 100% parts and labor, accidental damage from handling (ADH), zero deductibles on most plans, in-home service, and direct product replacement options.
Product overview
Consumer Priority Service (CPS) is a premier extended warranty and protection plan provider offering comprehensive coverage across 60+ product categories. The core offering consists of multiple warranty plan types: Extended Warranty Plans providing 100% parts and labor coverage with zero deductibles for up to five years; In-Home Extended Service for large appliance repair at customer locations; Premium Replacement Plans for direct product replacement; Date of Purchase Replacement; and International Warranty Coverage for global customers. The company operates sub-brands including CYA (Cover Your Assets) for monthly home electronics coverage and CYA Home Warranty for comprehensive home system protection. Additional offerings include Factory Authorized Repairs, Accidental Damage from Handling (ADH) coverage, Medical Equipment/Mobility Extended Warranties, CPS Aftermarket (AI-powered post-sale customer outreach), Connected Home Coverage, CPS Solar, and various manufacturer-specific warranty programs. The dealer platform provides tools for Shopify, BigCommerce, and Amazon integration. Coverage spans consumer electronics (smartphones, tablets, laptops, TVs, gaming consoles), appliances (major and commercial), furniture, fitness equipment, outdoor power equipment, medical devices, automotive electronics, and specialty items including jewelry, watches, and luxury handbags. CPS serves both individual consumers and a network of 10,000+ retailers through dealer partnerships.
Differentiator
Problem solved
Functional benefit
Brands
- CYA (Cover Your Assets): Monthly warranty program created by CPS experts to cover electronic products and appliances. Available at cya.insure.
Products and services
- Extended Warranty Plans Comprehensive extended warranty coverage for consumer electronics, appliances, and other products with 100% parts and labor coverage, zero deductibles on most plans, and up to five years of protection after manufacturer warranty expires. Sold to consumers and through retail dealers.
- In-Home Extended Service Plans In-home parts and labor protection plans delivering service directly at customer homes or workplaces, designed for large or hard-to-move appliances.
- Premium Replacement Plans Product replacement coverage for items that plug in or take batteries, providing direct replacement when products fail. 98% of claims resolved within 3 business days; no deductibles.
- International Warranty Coverage International warranty protection on carry-in service plans, allowing service at local service centers or by shipping defective items for repair.
- CYA (Cover Your Assets) Monthly Warranty Program Monthly subscription warranty program covering electronic products and appliances in homes, apartments, dorms, or businesses, providing ongoing protection for a recurring fee.
- CYA Home Warranty Home warranty program covering major home systems including HVAC, plumbing, electrical, kitchen appliances, laundry appliances, pool and spa equipment, and electronics.
- Dealer Portal and Tools Comprehensive dealer platform providing free website integration, sales training, automated ordering, online dealer tools, live sales reporting, post-sales marketing campaigns, and access to wholesalers for CPS retail partners.
- CPS Aftermarket Program AI-powered outreach solution targeting customers who did not purchase a warranty at point of sale, sending automated emails on behalf of dealers with an average 15% conversion rate.
- Medical Equipment and Mobility Extended Warranties
Quantifiable outcome
- 98% of Premium Replacement Plan claims resolved within 3 business days
- +5 more outcomes
Companies that use Consumer Priority Service
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Consumer Priority Service technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature5 records
Consumer Priority Service partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major and minor.
- ShopifycoreCPS developed and offers a free CPS Warranty application for Shopify retailers. The app seamlessly integrates product warranties into Shopify product pages, automatically adds applicable warranties to shopping cart at checkout, and transmits orders to CPS via API. This integration enables Shopify merchants to offer warranty protection without custom coding or third-party integration costs.
- BigCommercecoreCPS offers a warranty upsell app for BigCommerce platform, enabling BigCommerce retailers to integrate CPS protection plans into their online stores.
- AmazonmajorCPS Amazon Solutions program enables retailers to sell extended service warranties on Amazon marketplace, creating a new revenue stream through CPS-powered warranty products on Amazon.
- eBaymajorCPS eBay Warranty program allows customers to purchase extended protection for eBay items. CPS provides full-featured eBay control panel for dealers to manage eBay warranty sales.
- GrouponminorCPS accepts Groupon vouchers for warranty redemption, allowing customers who purchased CPS warranty vouchers through Groupon to register and activate their coverage.
- Best BuymajorBest Buy offers CPS extended warranty protection plans for electronics and appliances purchased at Best Buy stores.
- StaplesmajorStaples offers CPS extended warranty protection plans for products purchased at Staples, including electronics and office equipment.
- CostcomajorCostco offers CPS extended warranty plans for members purchasing appliances and electronics at Costco warehouses.
- Sam's ClubmajorSam's Club members can purchase CPS extended warranty protection plans for covered products, with dedicated Sam's Club services portal.
- Home DepotmajorHome Depot offers CPS extended warranty protection plans for home appliances and products purchased at Home Depot locations.
- Micro CenterminorMicro Center offers CPS extended warranty protection plans for electronics and computers purchased at Micro Center stores.
- PC RichardsminorPC Richards offers CPS extended warranty protection plans for products purchased at PC Richards retail locations.
- Ace HardwareminorAce Hardware dealers can offer CPS extended warranty protection plans for products sold through Ace Hardware retail network.
- 50,000+ Authorized Service CenterscoreCPS operates a nationwide network of 50,000+ factory-authorized and qualified repair technicians who service covered products. Service centers receive claim referrals and repair customer products under CPS warranty contracts.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Consumer Priority Service competitors and assessment
Company assessmentBroad incumbents
- Asurion: Asurion is the largest provider of extended warranties and device protection plans in the US, offering product protection for smartphones, electronics, and appliances through major retailers and wireless carriers. It is a direct competitor to CPS in the same product category with substantially greater scale and a broader portfolio of services.
- Assurant: Assurant is a large specialty insurance and protection products company that provides extended warranty and service contract programs to retailers, manufacturers, and financial institutions. Its Connected Living segment competes directly with CPS in the consumer electronics and appliance protection market.
- AIG Extended Warranty: AIG offers extended warranty and service contract solutions through its warranty division, providing coverage for consumer electronics, appliances, and automotive products. As a major insurance carrier, it competes with CPS for retailer and manufacturer warranty programs at scale.
Direct peers
- Allstate Protection Plans (formerly SquareTrade): Allstate Protection Plans, formerly SquareTrade, is a leading provider of extended warranties and protection plans for consumer electronics and appliances, sold through major retailers and online. It is one of CPS's most direct competitors with similar product offerings, retail distribution model, and target customers.
- AmTrust Warranty: AmTrust Financial Services operates a warranty division that underwrites and administers extended service contracts and warranty products for retailers and manufacturers. It is comparable to CPS in its product offerings, target retail customers, and underwriting model.
- Service Net Warranty: Service Net is a leading administrator of extended warranties and service contracts for retailers, manufacturers, and dealers, providing claims management, service network coordination, and customer support. It is a direct operational peer to CPS with similar dealer and retailer distribution models.
- CNA National Warranty: CNA National is a provider of vehicle service contracts and extended warranties administered through automotive dealers and other retail channels. It is comparable to CPS in administering service contracts and operating dealer-focused distribution programs.
Emerging players
- Upsie: Upsie is a direct-to-consumer extended warranty provider for consumer electronics and appliances, selling through an online, app-based model that competes with CPS's D2C channel. It targets a similar end customer with a more digital-native experience.
- Mulberry Technology: Mulberry provides embedded extended warranty and product protection programs for online retailers and brands, integrating into e-commerce checkout flows. It competes with CPS in the e-commerce platform integration space, particularly for Shopify and similar merchants.
- Cover Genius: Cover Genius is a global insurtech that provides embedded warranty and product protection solutions for e-commerce platforms and retailers. It competes with CPS in the technology-enabled, embedded warranty space with API-first integration models.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Consumer Priority Service social profiles
Digital presenceConsumer Priority Service financial estimates
Financial estimateRevenue estimate
Valuation estimate
Consumer Priority Service leadership team
Management profileNumber of profiles
Consumer Priority Service subsidiaries and ownership
Company hierarchySubsidiaries1 record
Consumer Priority Service funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Consumer Priority Service 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 Consumer Priority Service
What does Consumer Priority Service do?
Consumer Priority Service (CPS) is an extended warranty and protection plan provider covering 60+ product categories including consumer electronics, appliances, furniture, fitness equipment, medical devices, and home systems. The company sells protection plans directly to consumers via its websites and through a network of 10,000+ retail dealers, processing claims via a cloud-based platform routed to 50,000+ factory-authorized service centers. Coverage includes 100% parts and labor, accidental damage from handling (ADH), zero deductibles on most plans, in-home service, and direct product replacement options.
Is Consumer Priority Service a public or private company?
Consumer Priority Service is a private company. It is classified as unknown and is currently operating.
When was Consumer Priority Service founded?
Consumer Priority Service was founded in 1989. It employs 1,001 to 5,000 people.
Where is Consumer Priority Service based?
Consumer Priority Service is headquartered in Brooklyn, United States, in the North America region.
How does Consumer Priority Service make money?
Five revenue lines are on record. Extended Warranty Premiums are the primary driver. The others are dealer/Partner Integration Fees, CYA Monthly Warranty Program, aftermarket Outreach Services and CYA Home Warranty Retail Cards.
Who are Consumer Priority Service's main competitors?
Broad incumbents on record are Asurion, Assurant and AIG Extended Warranty. Direct peers are Allstate Protection Plans (formerly SquareTrade), AmTrust Warranty, Service Net Warranty and CNA National Warranty. Emerging players are Upsie, Mulberry Technology and Cover Genius.
Does Consumer Priority Service have an API?
Yes. CPS offers an Extended Warranty API that enables retailers to integrate warranty plan offerings into their sales processes. The API supports integrations with e-commerce platforms and retail systems through APIs, order feeds, batch processing, portal submissions, and custom workflows. Dealers have access to API documentation through the portal. Developer documentation is at www.cpscentral.com/extended-warranty-api.
What industry is Consumer Priority Service in?
Consumer Priority Service's product category is Extended Warranty and Product Protection Services. Its primary akta.pro industry code is CRACAJAH, Warranty, Protection Plans & Extended Service Contracts. Its NAICS code is 524 and its SIC code is 6411.