Centricity

What Centricity does

Centricity is a privately held product protection and warranty services company headquartered in St. Petersburg, Florida, operating as a subsidiary of Bankers Financial Corporation. The company was formed in 2017 through the combination of Bankers Warranty Group and Bonded Builders Warranty Group, spun off its home warranty business as Maverick Builders in 2021, and has since refocused on extended service contracts and accidental damage protection plans for retailers and manufacturers. Its core offerings are multi-year (1-5 year) protection plans covering flooring, consumer electronics, appliances, power tools, jewelry, AgeTech devices, and kitchen cabinetry/countertops, distributed exclusively through channel partners including the CCA Global Partners network (1,000+ retailers), AHSG (450+ dealers), FEI Group, Flooring Stores United, and 101 Mobility.

Revenue is generated primarily through recurring multi-year protection plan subscriptions sold via channel partners, with retailers reportedly earning roughly 50% margin on flooring plans. The technology stack centers on the C.360 claims platform — a cloud-based portal supporting 24/7 claims filing, real-time retailer dashboards, and integration with ServicePower for service-provider dispatch — supplemented by Stripe for payments and compliance-management tooling that covers licensing and filings across all 50 states. The business has expanded into adjacent verticals via the MVNx platform for MVNO operators and an AgeTech protection offering, signaling a deliberate move beyond traditional extended warranty.

Go-to-market is channel-led: enterprise field sales targets major buying groups and national retail chains, inside sales handles inbound channel partner inquiries, and partner enablement (training, point-of-sale materials, SPIFF incentives, performance dashboards) drives in-store attach rates reported at 40-50% for flooring retailers. Centricity protects $3B+ in assets under coverage, has issued 500,000+ flooring plans, and supports roughly 10,000 monthly active protection-plan consumers.

Name

Centricity

Legal name

Centricity

Website

https://centricity.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Centricity is a privately held warranty administrator providing multi-year extended service contracts and accidental damage protection plans across flooring, electronics, appliances, power tools, AgeTech, and MVNO verticals, distributed exclusively through a channel-partner network of 1,928 retailers and major flooring buying groups.

Ownership category

akta.pro rank

Product category

Extended Warranty and Product Protection Services

NAICS

Personal and Household Goods Repair and Maintenance (8114), Electronic and Precision Equipment Repair and Maintenance (81121), Electronics and Appliance Retailers (4492)

SIC

Services-Miscellaneous Repair Services (7600)

akta.pro primary industry

Warranty, Protection Plans & Extended Service Contracts (CRACAJAH)

akta.pro secondary industries

Consumer Electronics & Mobile Device Protection Plans (FSAJALAH), Small Appliance Repair & Service (CRACAJAC)

Keywords

• Extended service contracts
• Accidental damage protection
• Product protection plans
• Warranty administration
• Claims management

Headquarters

HQ city

St. Petersburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Extended Service Contracts: Centricity generates revenue through the sale of extended service contracts and accidental damage protection plans to retailers and consumers. Retailers earn margin on each plan sold, with dealers reportedly making 50% margin on flooring protection plans.
2. Protection Plan Fees: Revenue from multi-year protection plan terms (1, 2, 3, and 5-year plans) with coverage beginning after manufacturer warranty expiration. Plans include benefits such as Year 2 cleaning benefits.
3. MVNx Device Services: Device sourcing, financing, protection, and trade-in services for MVNO operators including portfolio management, supply chain services, and inventory management.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Centricity designs, underwrites, and administers extended service contracts and accidental damage protection plans across multiple product categories including flooring, consumer electronics, appliances, power tools, jewelry, cabinetry/countertops, and AgeTech devices. The company delivers these programs to retailers, buying groups, and manufacturers through its proprietary C.360 claims platform and full-service compliance infrastructure spanning all 50 U.S. states.

Product overview

Centricity is a lifestyle services company offering a comprehensive portfolio of product protection solutions through multiple channels. The core offering consists of extended service contracts and accidental damage protection plans across diverse industries including flooring, electronics, power tools, jewelry, and AgeTech. The C.360 Platform serves as the central technology backbone providing 24/7 claims management and real-time insights for retailers. MVNx extends the portfolio into the mobile virtual network operator space with device sourcing, financing, protection, and trade-in services. Customer Lifecycle Solutions tie the portfolio together with financing, leasing, sourcing, and trade-in capabilities. The company operates under sub-brands like Everguard™ for specific retail partners, with Compliance Services enabling distribution across all 50 states.

Differentiator

Problem solved

Functional benefit

Brands

• Everguard™: 5-Year Accidental Damage Protection Plan branded exclusively for CCA Global members, covering dents, scratches, cracks, and stains across carpet, hardwood, laminate, and LVT/LVP flooring types.
• MVNx
• C.360 Platform

Products and services

• Protection Plans Extended service plans and accidental damage protection that deliver peace of mind for consumers across multiple product categories including appliances, electronics, flooring, jewelry, power tools, and AgeTech devices.
• C.360 Platform

Quantifiable outcome

• Dealers make 50% margin on flooring protection plans sold
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• CCA Global PartnersflagshipChannel Partner/ Reseller/ Distributor · 16 March 2026Strategic partnership to provide 5-Year Accidental Damage Protection Plan to CCA Global's network of more than 1,000 independent flooring retailers across North America. The plan branded as Everguard covers dents, scratches, cracks, and stains across carpet, hardwood, laminate, and LVT/LVP flooring types. Retailers receive training, marketing support, SPIFF incentives, and performance dashboards.
• AHSG (American Home Surfaces Group)flagshipChannel Partner/ Reseller/ Distributor · 9 December 2025Partnership provides AHSG's network of 450+ independent flooring dealers access to Centricity's 5-Year Accidental Damage Protection Plan covering dents, scratches, cracks, and stains across all flooring types. Centricity supports retailers with free training, point-of-sale materials, SPIFFs, and performance dashboards.
• FEI GroupcoreChannel Partner/ Reseller/ DistributorFEI Group offers EPIC Protect by Centricity as a unique protection solution through their nationwide marketing group network.
• 101 MobilitycoreChannel Partner/ Reseller/ DistributorPartnership to protect independent living products, providing protection plans for mobility aids and AgeTech products.
• Flooring Stores UnitedcoreChannel Partner/ Reseller/ DistributorPartnership delivering industry-leading accidental damage protection plans to Flooring Stores United member retailers nationwide.
• ServicePowercoreTechnology or IntegrationTechnology partnership for service provider dispatch platform. All repair requests are sent through ServicePower platform, which servicers must use to receive dispatches, submit repair requests for authorization, order parts, and submit claims.
• NESDA (National Electronic Service Dealers Association)minorStrategic or Co-development PartnerCentricity's membership in NESDA guarantees participation in a provider network committed to excellence among service and repair professionals.
• ASTI (Annual Service Training Institute)minorStrategic or Co-development PartnerCentricity's membership in ASTI provides access to training resources and network of service and repair professionals.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Assurant: Assurant operates one of the largest global extended-warranty and protection-plan businesses (including the former TWG), serving retailers and manufacturers with multi-category service contracts — directly comparable to Centricity's protection-plan distribution model.
• Allstate Protection Plans (formerly SquareTrade): Allstate Protection Plans administers extended warranties and accidental-damage coverage for consumer electronics, appliances, and furniture sold through major retailers — overlapping with Centricity's electronics, appliance, and flooring product set.
• Asurion: Asurion is a leading provider of device protection and product support plans for consumer electronics and connected devices, with a service-provider network for repair dispatch — directly comparable to Centricity's electronics vertical and ServicePower-style dispatch model.

Broad incumbents

• American International Group (AIG): AIG offers personal lines warranty and service-contract products through subsidiaries across multiple consumer categories, providing overlapping capability with Centricity but as part of a much broader insurance portfolio.
• Liberty Mutual (SafeGuard): Liberty Mutual operates SafeGuard, an extended-warranty administrator for vehicles, electronics, and home goods — a broader-incumbent competitor with overlapping retailer-channel protection offerings.

Emerging players

• Extend: Extend provides modern, API-based product-protection plans for e-commerce brands and retailers, with accidental-damage and extended-warranty coverage comparable to Centricity's electronics and consumer-goods plans.
• Mulberry: Mulberry offers embedded extended-warranty and product-protection infrastructure for DTC brands and retailers, overlapping with Centricity's electronics and home-goods product protection but focused on e-commerce integrations.
• Clyde: Clyde is an emerging extended-warranty and product-protection platform sold through e-commerce brands and retailers, directly competing for the same retailer-channel wallet as Centricity.
• Upsie: Upsie sells extended warranties and accidental-damage protection for consumer electronics and appliances directly to consumers and through retail partners — overlapping with Centricity's consumer electronics and appliance verticals.

Others

• ServicePower: ServicePower is Centricity's service-provider dispatch and claims platform partner; it operates an adjacent technology stack for warranty/claims management and serves multiple warranty administrators as customers.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wearecentricity
• Facebookfacebook.com/wearecentricity
• LinkedInlinkedin.com/company/wearecentricity

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Centricity