Assurant
Assurant Japan (a subsidiary of NYSE-listed Assurant, Inc.) provides end-to-end connected-device lifecycle solutions in Japan — including device protection, trade-in, extended warranties, AI-graded certified pre-owned smartphone resale, and parametric travel insurance — for carriers, manufacturers, retailers, and consumers.
- Company typePublic
- Founded1892
- HeadquartersNew York, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What Assurant does
Assurant Japan株式会社 (Assurant Japan KK) is a wholly-owned Japanese subsidiary of Assurant, Inc. (NYSE: AIZ), a Fortune 500 (#325) global provider of device lifecycle, protection, and connectivity services headquartered in Atlanta, Georgia with approximately 13,600 employees across 21 countries. In Japan, the company delivers an end-to-end connected-device ecosystem: mobile device warranty and extended warranty programs, trade-in and upgrade administration, certified pre-owned smartphone resale (including the povo Certified Pre-owned Smartphone program launched in April 2026 with KDDI, Okinawa Cellular Telephone, and KDDI Digital Life), home appliance and housing equipment extended warranties, and parametric overseas travel insurance delivered in partnership with Blink Parametric. Underlying operations are powered by Hyla's patent-pending AI Vision Tunnel for device grading, a 48-point functional inspection, GSMA lost/stolen database verification, professional data wiping, and a real-time flight-monitoring API that processes approximately 2.5 million daily calls at 99.95% availability.
The company monetizes through a hybrid B2B2C and direct model. Recurring subscription and premium revenue comes from device protection, extended warranty, Trisetsu (Torisetsu) digital life support subscriptions, and parametric travel insurance sold via carrier, manufacturer, retailer, credit card, OTA, and airline distribution. Transaction-fee and hardware revenue streams derive from trade-in program administration, device processing, and graded device resale (A/B/C tiers with battery health and 30-day warranty guarantees) to consumers through partners like KDDI's povo brand and to international secondary-market buyers via a dedicated B2B application. Pricing examples include approximately 700 yen per month for the Trisetsu home appliance warranty plus service and unit-based pricing for graded pre-owned smartphones.
The company serves mobile carriers and MVNOs, consumer electronics manufacturers, retailers, financial services and travel companies, international pre-owned device resellers, and individual consumers. Competitive differentiation rests on embedded distribution scale (300+ million end users globally), proprietary device-grading technology, and an integrated lifecycle stack from protection through resale. Recent strategic activity includes the January 2026 acquisition of RL Circular Operations from Australia's TIC Group to strengthen APAC reverse-logistics capabilities, and the April 2026 launch of the povo certified pre-owned smartphone program.
Assurant firmographics
Firmographics- Name
- Assurant
- Legal name
- Assurant Japan株式会社
- Website
- https://assurant.co.jp
- Company type
- Public
- Founded year
- 1892
- Operating status
- Operating
- Short description
- Assurant Japan (a subsidiary of NYSE-listed Assurant, Inc.) provides end-to-end connected-device lifecycle solutions in Japan — including device protection, trade-in, extended warranties, AI-graded certified pre-owned smartphone resale, and parametric travel insurance — for carriers, manufacturers, retailers, and consumers.
- Ownership category
- akta.pro rank
Assurant industry classification
Industry- Product category
- Insurance and Device Protection Services
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Partner/Channel Enablement Portals for Insurers & Distributors (White-Label, Affiliate) (THALALAN)
- akta.pro secondary industries
- Embedded Travel Insurance Distribution & APIs (THALALAA), Trip Cancellation/Interruption & Refund Protection Platforms (THALALAB)
Keywords
Where Assurant is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Assurant business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Device Insurance and Protection Services: Providing insurance and protection coverage for smartphones, IoT devices, and connected home products. Revenue generated through premiums paid by consumers via carrier and retail partnerships.
- Trade-in and Upgrade Program Management: Managing smartphone and device trade-in programs for carriers and retailers, processing devices from consumers and remarketing them. Revenue from device processing fees and value recovery.
- Extended Warranty Services: Designing and operating extended warranty programs for consumer electronics and home appliances for partner companies and their customers.
- Certified Pre-owned Device Sales: Selling graded, inspected, and certified pre-owned smartphones through partnerships with carriers like KDDI's povo brand, generating revenue from device sales margins.
- Parametric Travel Insurance: Real-time travel disruption insurance providing automatic payouts for flight delays, cancellations, and baggage issues without traditional claims process.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Trisetsu app basic service for digital life support including manual management |
| Unit Pricing | One time/ perpetual license | povo certified used smartphones with 3 quality grades |
| Subscription | Pay-as-you-go | Parametric travel insurance add-on |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
Assurant product offering
Product offeringCore offering
Assurant provides connected-product lifecycle solutions for mobile devices, consumer electronics, and travel insurance, including device protection plans (accidental damage, loss, theft, warranty), trade-in and upgrade programs, AI-graded certified pre-owned smartphone sales (including the povo partnership with KDDI), the Torisetsu digital manual management app with the Torisetsu Home Appliance Warranty Plus plan, home appliance and housing equipment extended warranty programs for partner companies, and a real-time parametric travel insurance solution delivered via API. These offerings are delivered primarily through B2B partnerships with carriers, manufacturers, and retailers, with select direct-to-consumer channels.
Product overview
Assurant offers a comprehensive product ecosystem supporting the connected device lifecycle. The portfolio centers on mobile device protection (warranty, extended warranty, trade-in, repair, processing, and resale), digital life support through the トリセツ (Torisetsu) app for managing appliance manuals and warranties, parametric travel insurance for real-time travel disruption coverage, and pre-owned smartphone certification programs like the povo partnership. Global parent Assurant, Inc. provides warranty solutions for IoT devices, housing, and automotive across 21 countries. The Japan operations leverage AI-powered grading systems and automated processing to deliver high-quality certified pre-owned devices to global secondary markets.
Differentiator
Problem solved
Functional benefit
Brands
- トリセツ (Torisetsu): Digital instruction manual management app for various products, allowing users to browse and manage product manuals digitally anytime, anywhere
- povo 認定中古スマホ (povo Certified Pre-Owned Smartphone)
- トリセツ家电保証プラス (Torisetsu Home Appliance Warranty Plus)
- Parametric Travel Insurance Solution
Products and services
- povo Certified Pre-Owned Smartphone (povo 認定中古スマホ) Certified pre-owned smartphone program offering graded devices (A-rank Like New, B-rank Good, C-rank Fair) with battery health guarantees, 30-day warranty, GSMA database verification, professional data wiping, and 48-point functional inspection; sold through the povo MVNO brand partnership with KDDI for end consumers.
- Torisetsu (トリセツ) Digital Manual Management App Japan's largest home appliance instruction manual management mobile app allowing users to organize and access product instruction manuals digitally anytime, anywhere; surpassed 5.8 million downloads.
- Torisetsu Home Appliance Warranty Plus (トリセツ家電保証プラス) Subscription-based home appliance warranty plan accessed through the Torisetsu app, providing expert technical support, repair request routing, and warranty coverage for 12 categories of home appliances and 2 categories of housing equipment within 5 years of purchase.
- Parametric Travel Insurance Solution (パラメトリック海外旅行リアルタイムソリューション) Real-time parametric travel insurance that automatically detects flight delays/cancellations and baggage issues to provide instant compensation without paperwork, delivered through an API that handles approximately 2.5 million daily calls with 99.95% availability and achieves over 90% online claims rate; embedded into partner insurance, credit card, travel agency/OTA, and airline platforms.
- Mobile Device Warranty & Extended Warranty Service (携帯端末補償・延長保証サービス) Comprehensive mobile device protection service for partners covering warranty, extended warranty, trade-in programs, repair services, and device processing for smartphones and IoT devices; spans the complete device lifecycle from purchase to resale and is embedded in carrier and retailer offerings.
- Home Appliance & Housing Equipment Extended Warranty (家電・住設の延長保証) Designed and operated extended warranty programs for partner companies across 12 categories of home appliances and 2 categories of housing equipment, covering customer warranty needs post-manufacturer warranty expiration.
- International Pre-Owned Smartphone Buyer Program Global B2B resale program offering high-quality Japanese pre-owned smartphones with AI-powered grading through Hyla's Vision Tunnel system, AA+ top grade classification, GSMA lost/stolen database verification, professional data wiping, and global resale capabilities; accessed by international buyers through a dedicated B2B application with export compliance screening.
- Trade-In and Upgrade Program Management End-to-end trade-in and upgrade program management service for carriers and retailers that maximizes device value, enables circular economy economics, and delivers competitive consumer trade-in offers; backed by AI-powered grading, automated inspection, and the RL Circular Operations reverse-logistics platform in ANZ.
Quantifiable outcome
- 2025 US smartphone trade-in consumer returns reached approximately $6.4 billion, up 42% year-over-year, highest on record
- +4 more outcomes
Companies that use Assurant
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles4 records
Assurant technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature5 records
Assurant partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, flagship and minor.
- KDDI CorporationcoreStrategic partnership to provide povo certified pre-owned smartphones. Assurant provides inspection, grading, data wiping, and certification of used devices for KDDI's povo MVNO brand, with devices sold through dedicated sales platform.
- Okinawa Cellular TelephonecorePartner in povo certified used smartphone initiative alongside KDDI and KDDI Digital Life
- KDDI Digital LifecorePartner in certified pre-owned smartphone distribution through povo brand
- TIC Group (RL Circular Operations)flagshipAcquisition of RL Circular Operations, the returns management and redistribution services division of Australian supply chain leader TIC Group. Strengthens Assurant's presence in Australia and New Zealand markets with retail and manufacturer clients.
- Junior Achievement Japan (公益社団法人ジュニア・アチーブメント日本)minorCorporate donation support for youth economic and social education programs. Junior Achievement Japan provides experiential learning programs for career formation, financial literacy, and entrepreneurship to approximately 50,000 students annually.
- Blink ParametriccoreTechnology partnership for parametric travel insurance solution in Japan. Blink Parametric provides the underlying parametric triggers and real-time monitoring technology for automatic travel disruption compensation.
- Hyla (Hyla Mobile, Inc.)coreTechnology partnership for automated device processing. Hyla's Vision Tunnel AI grading system is used exclusively at Assurant Japan's facilities for accurate device condition assessment and consistent grading results.
Scale indicators11 records
Recent moves9 records
Expansion highlights6 records
Assurant competitors and assessment
Company assessmentDirect peers
- Asurion: Asurion is the largest global provider of device protection, extended warranty, and trade-in services, working with carriers and retailers (including KDDI-aligned partners in Japan via Allstate partnerships). It is the closest direct competitor in B2B2C mobile device protection and trade-in remarketing.
- SquareTrade: SquareTrade (an Allstate company) provides extended warranties and device protection plans distributed through retailers and carriers. Its B2B2C model, warranty product set, and retail-distribution approach make it a direct peer in extended warranty and protection services.
- Likewize: Likewize offers device protection, trade-in, lifecycle management, and insurance products distributed through carriers, retailers, and OEMs globally. Its carrier-embedded protection model closely mirrors Assurant's device lifecycle business with major telco partners.
- Brightstar Corp. Brightstar is a global device lifecycle services provider specializing in handset distribution, trade-in, refurbishment, and insurance/warranty programs for carriers and retailers. It is a direct peer in mobile device trade-in, refurbishment, and carrier-channel protection services.
- Cover Genius: Cover Genius is an embedded insurance platform offering API-distributed protection products (including travel and device) to partners globally. It is a direct peer in the API-first parametric/embedded insurance distribution model that Assurant's parametric travel platform represents.
Broad incumbents
- Allstate: Allstate is a large US P&C insurer that owns SquareTrade and offers broad protection products. As a diversified incumbent with overlapping device protection capabilities via its SquareTrade subsidiary, it competes broadly in the same insurance/protection category.
- AIG: AIG is a global insurance conglomerate offering travel, accident, and extended warranty products through partner channels. Its broad portfolio of protection products distributed via credit card and travel partners overlaps with Assurant's parametric travel and partner-distributed protection offerings.
Regional players
- Tokio Marine: Tokio Marine is one of Japan's largest property & casualty insurers with growing IoT and connected-device insurance offerings. As a regional incumbent operating in the same Japanese market with overlapping device and travel insurance lines, it is a comparable regional peer.
- Sompo Japan Insurance: Sompo is a major Japanese P&C insurer with significant connected device, IoT, and mobility insurance initiatives. As a regional incumbent competing in the same Japanese insurance market with overlapping device and connected-product coverage, it is a comparable regional peer.
Emerging players
- Upsie: Upsie is a digital-native extended warranty provider for consumer electronics and appliances sold through e-commerce and retail channels. It is an emerging player in the same extended warranty category as Assurant's home appliance and consumer electronics protection lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Assurant social profiles
Digital presenceAssurant compliance and trust
Trust signalCompliance2 records
Assurant financial estimates
Financial estimateRevenue estimate
Valuation estimate
Assurant leadership team
Management profileNumber of profiles
Profiles14 records
Assurant subsidiaries and ownership
Company hierarchySubsidiaries7 records
Assurant funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Assurant 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 Assurant
What does Assurant do?
Assurant provides connected-product lifecycle solutions for mobile devices, consumer electronics, and travel insurance, including device protection plans (accidental damage, loss, theft, warranty), trade-in and upgrade programs, AI-graded certified pre-owned smartphone sales (including the povo partnership with KDDI), the Torisetsu digital manual management app with the Torisetsu Home Appliance Warranty Plus plan, home appliance and housing equipment extended warranty programs for partner companies, and a real-time parametric travel insurance solution delivered via API. These offerings are delivered primarily through B2B partnerships with carriers, manufacturers, and retailers, with select direct-to-consumer channels.
Is Assurant a public or private company?
Assurant is a public company. It is classified as public and is currently operating.
When was Assurant founded?
Assurant was founded in 1892.
Where is Assurant based?
Assurant is headquartered in New York, United States, in the North America region.
How does Assurant make money?
Five revenue lines are on record. Device Insurance and Protection Services are the primary driver. The others are trade-in and Upgrade Program Management, extended Warranty Services, certified Pre-owned Device Sales and parametric Travel Insurance.
Who are Assurant's main competitors?
Direct peers on record are Asurion, SquareTrade, Likewize, Brightstar Corp. and Cover Genius. Broad incumbents are Allstate and AIG. Regional players are Tokio Marine and Sompo Japan Insurance. Upsie is listed as an emerging player.
Does Assurant have an API?
Yes. Assurant Japan offers an API for its parametric travel insurance solution, enabling real-time flight delay and cancellation detection, baggage delay/loss compensation triggers, and immediate assistance. The API supports over 90% online claims rate, processes approximately 2.5 million API calls per day, and maintains 99.95% availability. Partners including insurance companies, credit card companies, travel agencies/OTAs, and airlines can integrate this API.
What industry is Assurant in?
Assurant's product category is Insurance and Device Protection Services. Its primary akta.pro industry code is THALALAN, Partner/Channel Enablement Portals for Insurers & Distributors (White-Label, Affiliate), with a secondary code of THALALAA, Embedded Travel Insurance Distribution & APIs. Its NAICS code is 5242 and its SIC code is 6411.