FLIP Insurance
FLIP Insurance (a Veracity Insurance product, founded 2013) is a U.S. specialty insurer providing liability coverage exclusively to food and beverage SMBs — food trucks, caterers, bakeries, vendors, restaurants, cottage food, and alcohol-servers — through a direct, 100% online self-serve funnel licensed nationwide.
- Company typePrivate
- Founded2013
- HeadquartersPleasant Grove, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What FLIP Insurance does
FLIP Insurance (Food Liability Insurance Program), operated by Veracity Insurance, is a U.S. specialty insurer-program manager focused exclusively on liability coverage for food and beverage micro and small businesses. Founded in 2013 and licensed nationwide across all 50 states, it serves bakers, food trucks and trailers, caterers, bartenders, restaurants, farmers market and festival vendors, cottage food entrepreneurs, food manufacturers, and food distributors — segments whose risk profile is poorly served by generic commercial carriers.
The product architecture comprises a base general liability policy (FLIP Pro) starting at $25.92/month ($299/year) and an enhanced FLIP Pro + Liquor product at $37.75/month, both delivered through a 100% self-serve online funnel that issues Certificates of Insurance the same day. Underwriting and financial backing are provided by carrier partner Accelerant National (A-rated), with FLIP retaining the customer-facing distribution and policy administration layer. Modular add-ons — product liability, professional liability, workers compensation, inland marine / tools and equipment, cyber liability, commercial auto, liquor liability, and an exclusive Food Trailer Endorsement — allow attach on top of the base policy.
Go-to-market is product-led and direct-to-consumer: SEO-optimized vertical landing pages, educational content marketing, and broad social presence drive inbound; no commissioned agents or brokers are involved, and commission-free support is positioned as a price-integrity mechanism. The model has accumulated 20,000+ insured businesses, a 4.8/5 customer rating across 300+ reviews, and external validation via Inc. 5000, CNBC FinTech 2025, and Investopedia's #1 Liquor Liability ranking.
FLIP Insurance firmographics
Firmographics- Name
- FLIP Insurance
- Legal name
- Veracity Insurance
- Website
- https://fliprogram.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FLIP Insurance (a Veracity Insurance product, founded 2013) is a U.S. specialty insurer providing liability coverage exclusively to food and beverage SMBs — food trucks, caterers, bakeries, vendors, restaurants, cottage food, and alcohol-servers — through a direct, 100% online self-serve funnel licensed nationwide.
- Ownership category
- akta.pro rank
FLIP Insurance industry classification
Industry- Product category
- Commercial Liability Insurance
- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- akta.pro primary industry
- Restaurants, Bars & Food Service BOP (FSAJAFAG)
- akta.pro secondary industries
- Product Liability (FSAJADAC), Product Liability & Recall (FSAJAGAG)
Keywords
Where FLIP Insurance is headquartered
LocationHeadquarters
- HQ city
- Pleasant Grove
- HQ country
- United States
- HQ region
- North America
Markets served
FLIP Insurance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Insurance Premiums - FLIP Pro: Monthly or annual subscription-based insurance premiums providing general liability coverage for food and beverage businesses. Base policy includes general liability, products-completed operations, personal and advertising injury coverage, and free unlimited additional insureds.
- Insurance Premiums - FLIP Pro + Liquor: Monthly subscription premium for enhanced coverage including liquor liability protection for bartenders, caterers, and alcohol-serving businesses.
- Optional Coverage Add-ons: Additional coverage options including cyber liability, tools and equipment (inland marine), commercial auto, professional liability, and workers compensation that can be added to base policies for additional premium.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | FLIP Pro - Base coverage for food trucks, vendors, caterers |
| Subscription | Monthly | FLIP Pro + Liquor - Enhanced coverage with alcohol protection |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
FLIP Insurance product offering
Product offeringCore offering
FLIP Insurance (Food Liability Insurance Program), offered by Veracity Insurance, sells general and specialized liability insurance policies to food and beverage businesses such as food trucks, caterers, bakers, restaurants, and cottage food operators. Policies are purchased 100% online in approximately 10 minutes, with instant Certificate of Insurance (COI) access and optional add-ons including liquor liability, product liability, workers compensation, cyber liability, and tools and equipment coverage.
Product overview
FLIP Insurance (Food Liability Insurance Program) offers a unified insurance platform providing general and specialized liability coverage for food and beverage businesses. The core products are FLIP Pro (general liability starting at $25.92/month) and FLIP Pro + Liquor (adds alcohol coverage at $37.75/month). These are supplemented by modular add-on coverages including Product Liability, Professional Liability, Workers Compensation, Tools and Equipment (Inland Marine), Cyber Liability, Liquor Liability, Commercial Auto, and the exclusive Food Trailer Endorsement. The company also offers specialized policies for sub-segments: Cottage Food Insurance for home-based businesses, Food Manufacturers Insurance, Food Distributors Insurance, and Home Food Business Insurance. Coverage limits include a $2,000,000 general aggregate limit and $300,000 damage to premises rented limit.
Differentiator
Problem solved
Functional benefit
Brands
- FLIP Pro: Standard food liability coverage for food trucks, food vendors, caterers, and more
- FLIP Pro + Liquor
Products and services
- FLIP Pro General liability insurance for food trucks, food vendors, caterers, bakers, and similar food and beverage businesses. Provides up to 365 days of coverage, general liability protection, free unlimited additional insureds, and starts at $25.92/month or $299/year.
- FLIP Pro + Liquor Enhanced liability insurance adding liquor liability protection to FLIP Pro for bartenders, food trucks, caterers, and other businesses that sell or furnish alcohol. Ranked #1 Liquor Liability Insurance by Investopedia. Starts at $37.75/month.
- Cottage Food Insurance Liability insurance for home-based food businesses operating under cottage food laws, protecting against third-party injuries or property damage and helping meet venue requirements. Starts at $25.92/month or $299/year.
- Food Manufacturers Insurance Coverage for food and beverage manufacturers, including product liability, general liability, and products-completed operations. Backed by A-rated carriers.
- Food Distributors Insurance Protection for food and beverage wholesale distributors, covering liability claims, equipment protection, and damage to rented premises.
- Home Food Business Insurance Insurance for entrepreneurs selling homemade food to the public, covering product liability, general liability, and business-related claims.
Companies that use FLIP Insurance
Customer profileNamed customers1 record
Segments9 records
Ideal customer profiles1 record
FLIP Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
FLIP Insurance partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
FLIP Insurance competitors and assessment
Company assessmentBroad incumbents
- Liberty Mutual Insurance: Liberty Mutual is a major nationwide commercial carrier offering general liability, BOP, product liability, and workers compensation for restaurants, food manufacturers, and distributors. It competes with FLIP across FLIP's customer base but as part of a much larger, multi-line portfolio with agent-led distribution.
- The Hartford: The Hartford is a major incumbent commercial insurer with a dedicated small-business and restaurant insurance product line sold through agents. It competes with FLIP in restaurant and food-business general liability and BOP coverage, but through a traditional agent-driven model and a much broader portfolio.
- Berkshire Hathaway Specialty Insurance: Berkshire Hathaway Specialty Insurance is a large specialty insurer writing commercial liability, product liability, and excess lines for food and hospitality businesses. It competes with FLIP for medium-sized food manufacturers and distributors while operating as part of a much broader Berkshire portfolio.
Emerging players
- Thimble: Thimble is a digital insurtech offering short-term, on-demand general liability insurance for small businesses and freelancers, including food vendors and event-based operators. Its flexible, usage-based model overlaps with FLIP's mobile food and vendor segments, making it a partial competitor.
- Embroker: Embroker is a digital commercial insurance broker specializing in tailored coverage for small and mid-sized businesses across multiple industries, including food and beverage. It competes with FLIP by digitizing the brokerage experience for buyers seeking specialized liability policies.
- Pie Insurance: Pie Insurance is an insurtech focused on workers compensation for small businesses, including restaurants and food service. While narrower in product scope than FLIP, it competes for the same small food-business buyer and increasingly bundles adjacent liability coverages that overlap with FLIP's add-on menu.
Direct peers
- CoverWallet: CoverWallet (an Aon company) is an online commercial insurance brokerage that helps small businesses — including food businesses — compare, buy, and manage policies digitally. It competes with FLIP for online commercial insurance buyers across general liability, product liability, and workers compensation.
- Hiscox: Hiscox is a specialty insurer that sells small-business liability insurance directly online and through agents, including products targeted at food and hospitality businesses. Its small-business digital quoting and policy delivery compete directly with FLIP for restaurant, caterer, and food-truck customers.
- Next Insurance: Next Insurance is a leading digital insurtech offering online, small-business commercial insurance — including coverage for restaurants, food trucks, caterers, and food manufacturers — with instant binding and certificates. It is the most direct competitor to FLIP in the DTC, online, small-business food insurance space, using a similar self-serve model targeting similar customer segments.
- Simply Business: Simply Business is an online insurance marketplace that enables small businesses to compare and purchase policies from multiple carriers, with strong penetration in food service, hospitality, and mobile vendor segments. It competes with FLIP for the same food-business buyer shopping digitally for liability coverage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FLIP Insurance social profiles
Digital presenceFLIP Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
FLIP Insurance leadership team
Management profileNumber of profiles
FLIP Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FLIP Insurance 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 FLIP Insurance
What does FLIP Insurance do?
FLIP Insurance (Food Liability Insurance Program), offered by Veracity Insurance, sells general and specialized liability insurance policies to food and beverage businesses such as food trucks, caterers, bakers, restaurants, and cottage food operators. Policies are purchased 100% online in approximately 10 minutes, with instant Certificate of Insurance (COI) access and optional add-ons including liquor liability, product liability, workers compensation, cyber liability, and tools and equipment coverage.
Is FLIP Insurance a public or private company?
FLIP Insurance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FLIP Insurance founded?
FLIP Insurance was founded in 2013. It employs 11 to 50 people.
Where is FLIP Insurance based?
FLIP Insurance is headquartered in Pleasant Grove, United States, in the North America region.
How does FLIP Insurance make money?
Three revenue lines are on record. Insurance Premiums - FLIP Pro is the primary driver. The others are insurance Premiums - FLIP Pro + Liquor and optional Coverage Add-ons.
Who are FLIP Insurance's main competitors?
Broad incumbents on record are Liberty Mutual Insurance, The Hartford and Berkshire Hathaway Specialty Insurance. Emerging players are Thimble, Embroker and Pie Insurance. Direct peers are CoverWallet, Hiscox, Next Insurance and Simply Business.
Does FLIP Insurance have an API?
No public API is recorded for FLIP Insurance.
What industry is FLIP Insurance in?
FLIP Insurance's product category is Commercial Liability Insurance. Its primary akta.pro industry code is FSAJAFAG, Restaurants, Bars & Food Service BOP, with a secondary code of FSAJADAC, Product Liability. Its NAICS code is 524210.