Guardsman

What Guardsman does

Guardsman, founded in 1915 and headquartered operationally in Cleveland, Ohio (with the parent Amynta Agency Inc. incorporated in Texas), is a wholly-owned subsidiary of The Amynta Group, a diversified warranty and insurance conglomerate backed by MDP and AmTrust. Guardsman's core business is the design, sale, and administration of protection plans for furniture and consumer goods — covering accidental stains, damage, and repair/replacement costs — supplemented by a portfolio of branded care products and on-site technician repair services. The company sells protection plans primarily through a B2B2C channel via furniture retailers and manufacturers at point of sale, with a secondary direct-to-consumer channel via guardsman.com. Verticals served include furniture, mattresses, area rugs, appliances, electronics, jewelry, mobile phones, fitness equipment, lawn/garden/power tools, and musical instruments, plus a Guardsman 360 home warranty offering. The technology backbone is a cloud-based claims processing platform with multi-channel customer communication (text, email, online) and an online claims submission portal; the company also develops proprietary integration formats, most recently the GMAN POS file format built with Tools2Win to automate dealer-side protection plan registration.

Revenue is generated from recurring fees on protection plan subscriptions (the dominant stream), one-time purchases of branded care products (wood, leather, fabric, outdoor, and mattress protectors under sub-brands such as ClassicGuard, AdvancedGuard, SupremeGuard, CoolGuard, ComfortMark, and Weather Defense), and transaction-based fees for out-of-warranty repair services. The servicing model relies on a network of 3,000+ technicians worldwide for furniture plans and 4,000+ technicians in North America for consumer product plans, delivering on-site visits to hundreds of thousands of homes annually with a stated 90% first-time visit success rate. Geographic coverage spans the United States, Canada, the United Kingdom, and Australia through wholly-owned regional subsidiaries and distributor relationships. Guardsman's go-to-market combines dedicated enterprise account managers and partner training for retailers with digital marketing, SEO, and a LinkedIn presence for top-of-funnel consumer engagement. The company holds registered trademarks across its sub-brand portfolio and patents-pending software IP, and operates within the broader Amynta portfolio alongside Automotive Assurance Group, BTIS, CNH Industrial Insurance, Warrantech, and Warranty Solutions.

Name

Guardsman

Legal name

Amynta Agency Inc.

Website

https://guardsman.com

Company type

Private

Founded year

1915

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Guardsman, founded in 1915 and part of The Amynta Group, designs and administers protection plans for furniture and consumer goods through furniture retailers and direct-to-consumer channels across the US, UK, and Australia, supported by a 3,000-4,000 technician service network.

Ownership category

akta.pro rank

Product category

Furniture Protection Services

NAICS

Other Personal and Household Goods Repair and Maintenance (811490)

akta.pro primary industry

Bed Bug Mattress & Furniture Encasement / Interceptors (HSAMADAG)

Keywords

• Furniture protection plans
• Consumer product warranties
• Furniture care products
• On-site furniture repair
• Home warranty services

Headquarters

HQ city

Cleveland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture Protection Plans: Recurring protection plan revenue generated from coverage purchased alongside furniture purchases. Plans cover accidental stains and damage with service for stain removal, repair, and replacement of irreparably damaged items.
2. Consumer Product Protection Plans: Protection plans for electronics, appliances, jewelry, mobile phones, and other consumer goods. Revenue generated from plan purchases with service provided through network of technicians.
3. Furniture Care Products: Direct sales of consumer furniture care products including wood care, leather care, fabric protection, mattress protectors, and repair products. One-time purchase revenue from individual products.
4. On-Site Repair Services: Out-of-warranty repair and cleaning services for furniture performed at customer locations. Fee-for-service model for repairs not covered by protection plans.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Guardsman provides furniture and consumer product protection plans, on-site furniture repair and cleaning services, and a portfolio of furniture care products (wood, leather, fabric, and mattress protection). Plans cover accidental stains and damage, with replacement or repair delivered through a network of over 3,000-4,000 trained technicians in the United States, Canada, the United Kingdom, and Australia. Distribution is primarily through furniture and consumer goods retailer partnerships at point of sale, complemented by direct-to-consumer sales via guardsman.com.

Product overview

Guardsman offers a comprehensive portfolio of furniture protection plans and care products, now expanded to cover consumer goods and home warranty. The core offerings include Guardsman Furniture Protection Plan (covering accidental stains and damage on furniture, mattresses, and area rugs) and Guardsman Consumer Product Plans (covering electronics, appliances, jewelry, and mobile phones), supported by over 3,000-4,000 technicians globally. The care products portfolio includes mattress protection sub-brands (CLASSICGUARD, ADVANCEDGUARD, SUPREMEGUARD, COOLGUARD, ComfortMark), wood care and repair products, leather care products (formulated in Italy), Weather Defense outdoor furniture products, and fabric care products. Guardsman also provides on-site care and repair services for furniture. Recent expansion includes the Guardsman 360 Home Warranty and protection plans for fitness equipment, home electronics, jewelry, lawn/garden/power tools, and musical instruments.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 90% first-time visit success rate for service technicians
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Tools2WincoreTechnology or Integration · 21 April 2025Guardsman announced a national partnership with Tools2Win to allow furniture dealers to seamlessly integrate data processing into their operations. The partnership introduces the GMAN POS file format designed to simplify and enhance data management for furniture dealers. By leveraging Tools2Win's turnkey solution, dealers can seamlessly integrate data processing without requiring IT work or development. All protection plan registration happens automatically with no need to prepare or send anything to Guardsman or enter any information into the Guardsman portal.
• Furniture Retailers (Various)coreChannel Partner/ Reseller/ DistributorGuardsman partners with trusted retailers throughout the United States, United Kingdom, and Australia to offer premier service plans at point of sale. Retailers offer Guardsman protection plans to customers purchasing furniture, mattresses, and other covered products.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Frontdoor (American Home Shield): Frontdoor, Inc. is the parent of American Home Shield, the largest U.S. home warranty company providing service plans for home systems and appliances. Both Guardsman 360 and Frontdoor operate in the protection plan/home warranty space with similar B2B2C distribution models and technician-based service delivery.
• First American Home Warranty: First American Home Warranty is a U.S. home warranty provider offering protection plans for home systems and appliances to homeowners and real estate professionals. They compete directly with Guardsman 360 in the home warranty category with comparable coverage scope and target customer.
• SquareTrade (Allstate): SquareTrade, owned by Allstate, is a major provider of extended warranty and protection plans for consumer electronics, appliances, and mobile devices. They directly compete with Guardsman's consumer product protection plans and share similar retail partnership-based distribution and digital claims experience.
• Cinch Home Services: Cinch Home Services is a U.S. home warranty company offering protection plans for home systems, appliances, and electronics. They are a direct competitor to Guardsman 360 in the home warranty category and share similar B2B2C distribution through real estate and direct channels.
• Warrantech (Amynta Group): Warrantech is a sister brand within The Amynta Group portfolio providing extended service contracts and protection plans for consumer electronics, appliances, and other consumer goods. They are an internal portfolio peer within the same parent company, sharing back-office and platform resources with Guardsman.

Broad incumbents

• Assurant: Assurant is a major provider of extended service contracts and protection plans across mobile, electronics, appliances, and other consumer product categories. They overlap directly with Guardsman's consumer product protection plans and share similar retail partnership distribution, though Assurant operates at significantly larger scale and broader product set.
• Asurion: Asurion is the largest provider of device protection and tech support services, primarily for mobile phones and consumer electronics. They overlap with Guardsman in consumer electronics and mobile protection plans, though Asurion focuses heavily on the mobile segment and operates at greater scale.

Regional players

• Domestic & General: Domestic & General is a UK-based provider of extended warranty and protection plans for consumer durables, white goods, and electronics. They operate in the same category as Guardsman UK and share comparable product offerings and business model, with primary geographic overlap in the United Kingdom market.

Emerging players

• Liberty Home Guard: Liberty Home Guard is a U.S. home warranty company that has grown rapidly as a digital-first challenger. They compete with Guardsman 360 in the home warranty space with similar protection plan offerings and similar target customer segments (homeowners and real estate).

Others

• ServiceMaster Restore: ServiceMaster Restore provides furniture and content restoration, remediation, and cleaning services for residential and commercial customers. They are adjacent to Guardsman's on-site furniture repair and care services, operating in a related home services ecosystem with comparable in-home service delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/guardsman-protection
• Xx.com/guardsmancare1

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 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 Guardsman