Protective Asset Protection
Protective Asset Protection is a U.S. F&I company that designs, underwrites, and distributes vehicle service contracts, limited warranties, GAP coverage, and ancillary protection products through 10,000+ dealerships and 500+ financial institutions across automotive, marine, RV, and powersports verticals.
- Company typePrivate
- Founded1962
- HeadquartersSt Louis, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Protective Asset Protection does
Protective Asset Protection, Inc. is a U.S. Finance & Insurance (F&I) company specializing in vehicle protection products, founded in 1962 and headquartered in St. Louis, Missouri. It operates as a wholly-owned subsidiary of Protective Life Corporation (NYSE: PL), which is in turn owned by Dai-ichi Life Holdings, and inherits an A+ or better A.M. Best rating and over 115 years of insurance heritage from the parent. Its product set spans vehicle service contracts (multiple branded plans including Protective Vehicle Protection Plan, CostGuard, AssureGuard, EDGE, and the AUL legacy family), limited warranties, GAP coverage, and an ancillary suite (tire & wheel, paintless dent repair, key replacement, appearance protection, pre-paid maintenance, theft, and windshield), offered across four verticals: automotive, marine, RV, and powersports.
Underlying the products is an F&I distribution and operations platform that combines multi-tiered contract administration, dealer and financial-institution onboarding, certified training curricula (the Online Dealer Institute), a dedicated claims infrastructure (with separate contact channels for auto/RV, marine, powersports, GAP, and credit life), and a dealer participation backbone that includes Dealer Owned Warranty Company (DOWC), CFC reinsurance (Levels I-III), NCFC reinsurance, and Retro programs. The claims-paying credibility is anchored by $6.2 billion in cumulative claims paid and 10.8 million in-force vehicle protection plans as of early 2024.
The business model is primarily subscription-style premiums on multi-year vehicle service contracts, GAP, and limited warranties, supplemented by fee and participation income from reinsurance and retro programs (DOWC, CFC, NCFC, Retro) that share underwriting profit with dealers. Go-to-market is exclusively indirect: products are sold through a channel of 10,000+ dealerships (franchise and independent automotive, marine, RV, powersports) and 500+ financial institutions; the company markets to dealers and lenders rather than directly to consumers, and uses F&I training, industry research, and content marketing to support channel productivity. Acquisitions of AUL (2021) and Portfolio (2024) are the principal recent growth levers, expanding both product breadth and dealer wealth-solutions capabilities.
Protective Asset Protection firmographics
Firmographics- Name
- Protective Asset Protection
- Legal name
- Protective Asset Protection, Inc.
- Website
- https://protectiveassetprotection.com
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Protective Asset Protection is a U.S. F&I company that designs, underwrites, and distributes vehicle service contracts, limited warranties, GAP coverage, and ancillary protection products through 10,000+ dealerships and 500+ financial institutions across automotive, marine, RV, and powersports verticals.
- Ownership category
- akta.pro rank
Protective Asset Protection industry classification
Industry- Product category
- Vehicle Protection Plans (F&I Products)
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Property and Casualty Insurance Carriers (524126), Insurance Carriers and Related Activities (524)
- akta.pro primary industry
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)
- akta.pro secondary industries
- GAP & Vehicle Protection Products (GAP Waiver/Insurance, Lease/Loan Protection) (FSAJALAC), Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL)
Keywords
Where Protective Asset Protection is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Protective Asset Protection business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Others, Technology or R&D, Infrastructure
Revenue model
- Vehicle Service Contracts: Revenue from extended warranty and vehicle protection plans covering new, pre-owned, CPO, and leased vehicles. Covers costs associated with vehicle repair including parts and labor for covered repairs or replacements.
- GAP Coverage: Guaranteed Asset Protection - pays the difference between actual cash value and scheduled loan balance owed to lender in event of total loss or unrecovered theft
- Limited Warranties: Warranty programs covering specified mechanical failures for eligible vehicles including CPO to engine-only coverage
- Ancillary Products: Additional products including Tire & Wheel, Paintless Dent Repair, Key Replacement, Appearance Protection, Pre-Paid Maintenance, Theft protection, Windshield protection, and Combo packages
- Reinsurance Programs: Dealer participation programs allowing dealers to own reinsurance companies (CFC, NCFC structures) and participate in underwriting profits and investment income
- Retro Programs: Dealers paid a portion of underwriting profits that exceed a threshold as business earns out, without assuming any risk
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | CostGuard Vehicle Protection Plan - Multiple coverage levels |
| Subscription | Multi-year contract | Absolute Lifetime Protection Plan (AUL ALP) |
| Subscription | Multi-year contract | Reserve Care Plus (AUL A2N) |
| Subscription | Multi-year contract | EDGE Service Contract - Three coverage levels |
| Subscription | Multi-year contract | Protective Auto Care Plan |
| Subscription | Multi-year contract | AssureGuard Auto - Multiple coverage tiers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Protective Asset Protection product offering
Product offeringCore offering
Protective Asset Protection sells Finance & Insurance (F&I) vehicle protection products and dealer wealth-building programs to automotive, marine, RV, and powersports dealerships, as well as to financial institutions that offer plans to their members. Core offerings include vehicle service contracts, limited warranties, GAP coverage, and ancillary products (tire & wheel, paintless dent repair, key replacement, appearance protection, prepaid maintenance, theft, windshield), distributed exclusively through dealer and institutional channels across the United States.
Product overview
Protective Asset Protection is an F&I (Finance & Insurance) company offering a comprehensive suite of vehicle protection solutions across four industries: Automotive, Marine, Powersports, and RV. The portfolio includes multiple vehicle service contract brands (Protective Vehicle Protection Plan, CostGuard, AssureGuard, EDGE, AUL products including ALP, ES2, ESB, SNL, SNF, SNI, SNE, FI2, PTP, Reserve Care Plus, Total Term Protection, Protective Auto Care Plan) with tiered coverage levels; Limited Warranties (Certified, Lifetime Engine, Lifetime Powertrain, NorthStar Liberty, RPMPlus Liberty, Absolute Lifetime); GAP (Guaranteed Asset Protection) coverage; and Ancillary Products (Tire & Wheel, Paintless Dent Repair, Key Replacement, Appearance Protection, Pre-Paid Maintenance, Theft, Windshield, Combo plans). Dealer participation programs include Protective DOWC (Dealer Owned Warranty Company), CFC Reinsurance (3 levels), NCFC Reinsurance, and Retro Programs. The company also provides F&I Training through courses, certifications, calendar, and Online Dealer Institute. Products serve franchise and independent dealerships, financial institutions, and consumers with plans for new, pre-owned, and high-mileage vehicles.
Differentiator
Problem solved
Functional benefit
Brands
- EDGE: High-mileage vehicle service contract designed to protect customers from unexpected repair costs
- CostGuard
- AssureGuard
- Absolute Lifetime Protection (AUL ALP)
- Reserve Care Plus (AUL A2N)
- Pre-Owned Vehicle Protection Plan (AUL SNL)
- Protective Vehicle Protection Plan
- Retro Programs
- CFC Reinsurance Programs
- NCFC Reinsurance Program
- Protective DOWC
Products and services
- Protective Vehicle Protection Plan
Quantifiable outcome
- 10.8 million in-force vehicle protection plans demonstrating market trust and scale
- +3 more outcomes
Companies that use Protective Asset Protection
Customer profileNamed customers2 records
Segments7 records
Ideal customer profiles3 records
Protective Asset Protection technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Protective Asset Protection partnerships and signals
Strategic signalScale indicators10 records
Recent moves6 records
Expansion highlights6 records
Protective Asset Protection competitors and assessment
Company assessmentDirect peers
- Fidelity Warranty Services: Fidelity Warranty Services administers extended vehicle service contracts and GAP through dealer and agent channels, with comparable product features and target dealer customers.
- JM&A Group: JM&A Group is a major F&I provider specializing in vehicle service contracts, GAP, and dealer training for franchise auto dealerships, with a comparable dealer-channel distribution model.
- EasyCare (APCO Holdings): EasyCare, part of APCO Holdings, offers vehicle service contracts, GAP, and limited warranties through a dealer and agent network across automotive, RV, and powersports, directly competing with Protective's multi-vertical platform.
- Assurant (Fortegra): Assurant's Fortegra division is a leading direct competitor in vehicle service contracts, GAP, and dealer-sold F&I products, serving auto dealers and financial institutions with a comparable product portfolio across multiple verticals.
- Allstate Protection Plans: Allstate Protection Plans (formerly Allstate Dealer Services) underwrites vehicle service contracts, GAP, and ancillary F&I products distributed through auto dealers nationwide, directly overlapping Protective's core auto offering.
- MAPFRE Warranty: MAPFRE Warranty is a global provider of extended service contracts, GAP, and ancillary vehicle protection products distributed through dealers, with comparable automotive and powersports offerings.
Emerging players
- RoadVantage: RoadVantage is an emerging F&I provider offering vehicle service contracts, GAP, tire and wheel, and other ancillary products to auto dealers, competing directly on product menu breadth in the dealership channel.
- Ally Warranty (Ally Financial): Ally offers vehicle service contracts and protection products primarily through its captive auto finance relationship, increasingly competing for dealer-sold F&I attach in the automotive segment.
Broad incumbents
- Zurich North America (Dealer & Warranty): Zurich offers dealer-sold vehicle service contracts and F&I products as part of its broader commercial insurance portfolio, competing with Protective in extended warranty and GAP lines but not as a focused F&I specialist.
Others
- Portfolio (now part of Protective): Portfolio was a competing F&I and dealer wealth-solutions provider acquired by Protective in 2024; included as an ecosystem reference point for the dealer-participation/reinsurance product line that Protective now owns.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Protective Asset Protection social profiles
Digital presenceProtective Asset Protection financial estimates
Financial estimateRevenue estimate
Valuation estimate
Protective Asset Protection leadership team
Management profileNumber of profiles
Profiles1 record
Protective Asset Protection subsidiaries and ownership
Company hierarchySubsidiaries3 records
Protective Asset Protection funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Protective Asset Protection 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 Protective Asset Protection
What does Protective Asset Protection do?
Protective Asset Protection sells Finance & Insurance (F&I) vehicle protection products and dealer wealth-building programs to automotive, marine, RV, and powersports dealerships, as well as to financial institutions that offer plans to their members. Core offerings include vehicle service contracts, limited warranties, GAP coverage, and ancillary products (tire & wheel, paintless dent repair, key replacement, appearance protection, prepaid maintenance, theft, windshield), distributed exclusively through dealer and institutional channels across the United States.
Is Protective Asset Protection a public or private company?
Protective Asset Protection is a private company. It is classified as corporate owned and is currently operating.
When was Protective Asset Protection founded?
Protective Asset Protection was founded in 1962. It employs 251 to 500 people.
Where is Protective Asset Protection based?
Protective Asset Protection is headquartered in St Louis, United States, in the North America region.
How does Protective Asset Protection make money?
Six revenue lines are on record. Vehicle Service Contracts are the primary driver. The others are GAP Coverage, limited Warranties, ancillary Products, reinsurance Programs and retro Programs.
Who are Protective Asset Protection's main competitors?
Direct peers on record are Fidelity Warranty Services, JM&A Group, EasyCare (APCO Holdings), Assurant (Fortegra), Allstate Protection Plans and MAPFRE Warranty. Emerging players are RoadVantage and Ally Warranty (Ally Financial). Zurich North America (Dealer & Warranty) is listed as a broad incumbent. Portfolio (now part of Protective) is listed as an others.
Does Protective Asset Protection have an API?
No public API is recorded for Protective Asset Protection.
What industry is Protective Asset Protection in?
Protective Asset Protection's product category is Vehicle Protection Plans (F&I Products). Its primary akta.pro industry code is FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors), with a secondary code of FSAJALAC, GAP & Vehicle Protection Products (GAP Waiver/Insurance, Lease/Loan Protection). Its NAICS code is 52412.