Servify
Servify operates a global 360 Product Lifecycle Management Platform that powers white-labeled product protection, exchange, and affordability programs for 50+ OEMs (Apple, Samsung, Bose, Nokia, OnePlus, Xiaomi, TCL, etc.) and carriers/retailers, serving 17M+ consumers across 40+ countries with AI-driven claims adjudication.
- Company typePrivate
- Founded2015
- HeadquartersMumbai, India
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Servify does
Servify (legal entity Service Lee Technologies Private Limited) is a 360 Product Lifecycle Management platform that administers product protection, exchange, and affordability programs on behalf of global OEMs, carriers, retailers, banks, utilities, ISPs, home warranty providers, and insurers. Founded in 2015 in Mumbai and operating across more than 40 countries in three continents with 562 employees, Servify powers brand-named programs such as AppleCare Services, Samsung Care+, Nokia Care, OnePlus Care, Sony Protection, HP Care, Bose Secure, TCL Care, Panasonic Extended Warranty, Harman Secure, and Eureka Forbes AMC. The company also runs its own tiered plans (Servify Care Bronze/Silver/Gold/Platinum) and white-labeled offerings, and it distributes through 1000+ US OEM-certified repair locations and major retail chains including Tata Croma, Reliance Digital, and Vijay Sales.
The underlying technology is a self-learning post-purchase service platform that combines AI/ML-led auto-adjudication of claims in real time, proprietary device diagnostics for buyback valuation, dynamic pricing engines for trade-in and upgrade programs, and an integration suite (APIs and SDKs) connecting retail POS, websites, call centers, insurer payment gateways, repair providers, and logistics providers. The platform supports multi-channel campaign management and provides real-time reporting, analytics, and KPIs to partners. Servify holds SOC 2 Type 2, ISO 27001:2022, ISO 27701:2019 certifications and is GDPR-ready, supporting administration across multiple regulated insurance markets.
The business model combines subscription and recurring revenue from product care plans and AMCs with transaction-based revenue from device exchange, assured buyback, and Device-as-a-Service/Affordability programs. Servify monetizes through OEM-embedded programs (where Servify often powers the brand-named white-label program and shares economics with the OEM, carrier, or insurer), carrier channel partnerships (Airtel, Vi, Etisalat, Thumb Cellular, Appalachian Wireless), retail POS (Croma, Reliance Digital, Vijay Sales), bank and utility channels, and direct enterprise sales for B2B programs such as AppleCare+ for Business and Samsung Care+ for Business. Reported scale includes 17M+ consumers served and 50+ global OEMs as protection-program partners. The company raised approximately Rs 520 crore (~$65M) in August 2022 with publicly stated intent to pursue an IPO within two years.
Servify firmographics
Firmographics- Name
- Servify
- Legal name
- Service Lee Technologies Private Limited
- Website
- https://servify.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Servify operates a global 360 Product Lifecycle Management Platform that powers white-labeled product protection, exchange, and affordability programs for 50+ OEMs (Apple, Samsung, Bose, Nokia, OnePlus, Xiaomi, TCL, etc.) and carriers/retailers, serving 17M+ consumers across 40+ countries with AI-driven claims adjudication.
- Ownership category
- akta.pro rank
Servify industry classification
Industry- Product category
- Product Lifecycle Management / Insurtech Software Platform
- NAICS
- Computer Systems Design and Related Services (5415), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Life Insurance (6311)
- akta.pro primary industry
- Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB)
Keywords
Where Servify is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices9 records
Markets served
Servify business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Product Care and Protection Plans: Recurring subscription revenue from extended warranties, damage protection, accidental damage coverage, loss and theft protection, and comprehensive care plans. Servify manages programs end-to-end including underwriting, distribution, claims administration and fulfilment.
- Device Exchange and Trade-in Programs: Revenue from device upgrade offers where Servify assesses device health using proprietary diagnostics and provides buyback value. Servify manages pricing, logistics, liquidation and offers.
- Assured Buyback Programs: Guaranteed fixed buyback prices for devices when customers upgrade, ensuring price stability and customer confidence in upgrade decisions.
- Affordability Programs: Monthly installment financing for devices with assured buyback values upfront in partnership with financiers, bundled with device care offerings.
- AMC Plans (Annual Maintenance Contracts): Annual maintenance contracts for home appliances and consumer electronics providing coverage for water purifiers, refrigerators, washing machines, air conditioners, and microwaves.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Servify Care Bronze - Entry-level product protection tier |
| Subscription | Annual | Servify Care Silver - Mid-tier product protection with enhanced coverage |
| Subscription | Annual | Servify Care Gold - Premium product protection tier |
| Subscription | Annual | Servify Care Platinum - Top-tier all-inclusive protection |
| Subscription | Multi-year contract | Three-Year Plans - Extended coverage durations |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Servify product offering
Product offeringCore offering
Servify provides a 360 Product Lifecycle Management Platform that enables global OEMs, carriers, retailers, banks, ISPs, and utilities to launch and administer branded product protection, device exchange, and affordability programs. The platform delivers configurable care plans (extended warranty, accidental damage, AMC, loss & theft, multi-device), trade-in and upgrade programs with proprietary device diagnostics and dynamic pricing, and no-cost EMI affordability programs with assured buyback. Servify handles underwriting administration, claims auto-adjudication (AI/ML), repair logistics, and multi-channel distribution under white-label or co-branded OEM programs such as AppleCare Services, Samsung Care+, Nokia Care, OnePlus Care, Sony Protection, HP Care, and others across 40+ countries.
Product overview
Servify is a 360 Product Lifecycle Management Platform that unifies protection, exchange, and affordability solutions for consumer electronics across multiple channels including OEM partnerships, wireless chains, general trade, modern trade, e-commerce, carriers, ISPs, home warranty, and retail. The platform offers three core product lines: Product Care Plans (configurable protection covering extended warranty, accidental damage, AMC, loss & theft, and multi-device care), Exchange Programs (trade-in and upgrade solutions with dynamic pricing and instant payouts), and Affordability Programs (no-cost EMI with assured buyback values). Supporting these core offerings are Device Upgrade Offers using proprietary diagnostics, Assured Buyback Programs with guaranteed prices, and Device-as-a-Service capabilities. Servify operates both its own branded products (Servify Care in Bronze/Silver/Gold/Platinum tiers) and white-labeled programs for major OEMs including Samsung Care+, AppleCare Services, Nokia Care, OnePlus Care, Sony Protection, and HP Care, as well as home appliance brands like Eureka Forbes AMC, Panasonic Extended Warranty, Harman Secure, and TCL Care. The platform is powered by ML and AI algorithms enabling auto adjudicate claims and real-time business intelligence.
Differentiator
Problem solved
Functional benefit
Brands
- AppleCare Services: Co-branded extended warranty and protection plans for Apple products in India
- Samsung Care+
- Protect+
- XChange Tech Model
Products and services
- Product Care Plans Configurable, white-labeled product protection plans (extended warranty, accidental damage, comprehensive care, loss & theft, multi-device) administered by Servify on behalf of global OEMs and delivered to end consumers.
- Exchange Programs Trade-in and device upgrade solutions using proprietary dynamic pricing engines, integrated logistics, express collection, and instant payouts via bank transfer or upgrade voucher for OEM and retailer partners.
- Affordability Programs No-cost EMI programs offering customers affordable monthly payment options with assured buyback values upfront in partnership with financiers, bundled with device care offerings.
- Assured Buyback Programs Guaranteed fixed buyback price programs for devices at the time of customer upgrade, providing price stability and removing upgrade hesitancy.
- Device Upgrade Offers Device health assessment and upgrade offers using Servify's proprietary diagnostics solution, delivered at doorstep or retail store, with full program management covering pricing, logistics, liquidation, and consumer offers.
- Servify Care (Bronze / Silver / Gold / Platinum tiers) Servify's own-branded tiered product protection plans available in Bronze, Silver, Gold, and Platinum coverage tiers with one-year and three-year duration options.
- Samsung Care+ White-labeled Samsung device protection program covering accidental damage, extended warranty, theft and loss, plus a B2B variant for business customers.
- AppleCare Services (Protect+) White-labeled AppleCare protection programs distributed through Servify's platform, including Protect+ launched in India and AppleCare+ for Business in the US.
- Eureka Forbes AMC Annual Maintenance Contract providing coverage for Eureka Forbes Water Purifiers sold in India, managed end-to-end by Servify.
- Panasonic Extended Warranty Extended warranty coverage for Panasonic Refrigerators, Washing Machines, Air Conditioners, and Microwaves sold in India.
- Harman Secure Protection coverage for Harman Bluetooth Speakers, Soundbars, and Headphones manufactured or sold in India.
- TCL Care Protection plans covering a broad range of TCL Smart TVs sold in India, available both online and offline.
- Nokia Care Extended warranty and protection plans for Nokia smartphones distributed under Nokia's brand via Servify's platform.
- OnePlus Care Protection and warranty programs for OnePlus devices distributed under the OnePlus brand via Servify.
- Sony Protection Plans Protection plans for Sony devices distributed under Sony's brand via Servify.
- HP Care (including Ultimate Gaming Coverage Plan) HP product protection plans including the Ultimate Gaming Coverage Plan, distributed under HP's brand via Servify.
- 360 Product Lifecycle Management Platform The core Servify Platform combining advanced Insurtech and AI/ML for product protection, exchange, and affordability program administration. Provides APIs, SDKs, claims auto-adjudication, real-time analytics, and integration with retail POS, websites, call centers, insurer payment gateways, repair providers, and logistics providers for OEM, carrier, retailer, and B2B partners.
Quantifiable outcome
- 28% expansion in warrantable portfolio
- +2 more outcomes
Companies that use Servify
Customer profileNamed customers16 records
Segments9 records
Ideal customer profiles6 records
Servify technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature7 records
Servify partnerships and signals
Strategic signalPartnerships
33 partnerships are on record, tiered core and flagship.
- Appalachian WirelesscoreServify and Appalachian Wireless partnered to deliver device protection services to Appalachian Wireless subscribers, expanding Servify's US carrier network.
- Eureka ForbescoreServify partnered with Eureka Forbes to power their Annual Maintenance Contract (AMC) providing coverage for Water Purifiers sold by Eureka Forbes in India. Servify manages the complete product protection program.
- Panasonic IndiacoreServify partnered with Panasonic to power their Extended Warranty covering Refrigerators, Washing Machines, Air Conditioners, and Microwaves sold by Panasonic in India.
- Harman IndiacoreServify partnered with Harman to power Harman Secure coverage for Bluetooth Speakers, Soundbars, and Headphones manufactured or sold by Harman in India.
- TCL IndiacoreServify partnered with TCL to power TCL Care covering a broad range of TCL Smart TVs in India, available both online and offline.
- Thumb CellularcoreServify partnered with Thumb Cellular, a leading US regional carrier headquartered in Michigan, to create a portfolio of device protection products available to the company's subscribers. Servify enables Thumb to increase revenues by leveraging protection offerings as a portfolio of product options while delighting subscribers with improved customer experience throughout claims and repair process.
- Savex (Bose India Distributor)coreBose India distributor Savex partnered with Servify to deliver superior after-sales service for Bose consumers in India. Servify provides product protection programs through Savex distribution network.
- Jubi.aicoreServify acquired conversational bot platform Jubi.ai in a cash and equity deal to enhance customer service capabilities and chatbot technologies.
- AmTrustcoreAmTrust and Servify announced a partnership for device protection programs. AmTrust provides insurance backing while Servify provides the technology platform and program administration.
- MediaMarktcoreMediaMarkt partnership enables Servify to offer product care programs through major European retail chains, providing device protection and extended warranty services to MediaMarkt customers.
- AppleflagshipServify collaborates with Apple to co-create AppleCare Services programs. Servify enabled Apple India to expand their warrantable portfolio by 28% and powers AppleCare+ for Business program in the US for SMBs, mid-market businesses, school districts, and Fortune 100 enterprises.
- SamsungflagshipServify collaborates with Samsung to co-create Samsung Care+ programs. Servify enabled Samsung India to expand their warrantable portfolio by 28% and powers Samsung Care+ for Business program in the US.
- BosecoreServify powers Bose product care programs including Bose Secure for speakers, soundbars, and headphones in India and other markets.
- VivocoreServify powers Vivo OEM Care Program partnerships providing device protection for Vivo smartphones.
- OppocoreServify powers Oppo OEM Care Program partnerships providing device protection for Oppo smartphones.
- OnePluscoreServify powers OnePlus Care Program partnerships providing device protection for OnePlus smartphones across multiple markets including India, Europe, and North America.
- NokiacoreServify powers Nokia Care programs providing extended warranty and insurance plans for Nokia devices across multiple markets.
- HPcoreServify powers HP product care programs including HP Ultimate Gaming Coverage Plan and other device protection offerings.
- SonycoreServify powers Sony product care programs providing device protection for Sony electronics.
- PanasoniccoreServify powers Panasonic OEM Care Programs providing extended warranty and protection for Panasonic home appliances and consumer electronics.
- VoltascoreServify powers Voltas OEM Care Programs providing protection for Voltas air conditioners and appliances.
- TCLcoreServify powers TCL Care programs covering TCL Smart TVs across multiple markets.
- XiaomicoreServify powers Mi product care programs providing device protection for Xiaomi/Mi smartphones.
- realmecoreServify powers realme Care Programs providing device protection for realme smartphones across multiple markets.
- LGcoreServify powers LG product care and protection programs in European markets.
- BekocoreServify powers Beko product care programs in European markets.
- ArcticcoreServify powers Arctic product care programs in European markets.
- AirtelcoreServify offers device protection programs through Airtel's carrier network in India, enabling Airtel subscribers to access product protection.
- EtisalatcoreServify offers device protection programs through Etisalat's telecom network, enabling subscribers to access product protection.
- Vi (Vodafone Idea)coreServify offers device protection programs through Vi's carrier network, enabling subscribers to access product protection.
- Reliance DigitalcoreServify offers product care plans at Reliance Digital retail stores across India, providing device protection at point of sale.
- Tata CromacoreServify offers product care plans at Tata Croma retail stores across India, providing device protection at point of sale.
- Vijay SalescoreServify offers product care plans at Vijay Sales retail stores across India, providing device protection at point of sale.
Scale indicators10 records
Recent moves6 records
Expansion highlights7 records
Servify competitors and assessment
Company assessmentDirect peers
- Likewize: Likewize (formerly Brightstar Device Protection) delivers device protection, trade-in, and lifecycle services for carriers, retailers, and OEMs globally — directly comparable to Servify's 360 Product Lifecycle Management Platform across product care, exchange, and affordability programs.
- Cover Genius: Cover Genius is an Insurtech platform enabling global brands to embed insurance products at point of sale with API-driven issuance and claims — directly comparable to Servify's embedding-insurance approach for OEM and retail partners.
- Bolttech: Bolttech is a Singapore-headquartered Insurtech platform that enables insurers, device manufacturers, and retailers to launch embedded protection products globally — directly competing with Servify's white-label Insurtech platform for OEM and carrier distribution.
- Extend: Extend is a US Insurtech that provides extended warranties and product protection as white-labeled offerings for retailers and brands — a direct peer to Servify's product care plan business serving retailers and OEMs.
- SquareTrade (Allianz): SquareTrade, owned by Allianz, is a leading extended-warranty and device protection provider offering white-labeled plans for retailers, carriers, and OEMs across North America and Europe — a near-direct competitor to Servify in product care plan administration.
Emerging players
- Clyde: Clyde provides extended warranty and product protection programs for retailers and brands in North America, with a focus on DTC and e-commerce merchants — overlapping with Servify's retail and e-commerce distribution channels.
- Akko: Akko is an Insurtech offering embedded device protection plans as a turnkey solution for retailers, carriers, and OEMs in North America — a direct emerging competitor to Servify's US carrier and OEM business.
- HYLA Mobile: HYLA Mobile specializes in device trade-in, lifecycle, and reverse logistics services for carriers and OEMs — most directly comparable to Servify's exchange programs and proprietary device diagnostics solution.
Broad incumbents
- Asurion: Asurion is the largest US device protection and tech support provider, offering extended warranties, claims handling, and repair services for smartphones and consumer electronics through carrier and retail channels — directly comparable to Servify's core OEM/carrier device protection programs.
- Lifestyle Services Group (LSG): LSG delivers extended warranty, device protection, and trade-in programs for major retailers and OEMs across the UK and Europe — directly comparable to Servify's European operations and white-label OEM partnerships with LG, Beko, and Arctic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks5 records
Key highlights7 records
Customer concentration
Servify social profiles
Digital presenceServify compliance and trust
Trust signalCompliance4 records
Servify financial estimates
Financial estimateRevenue estimate
Valuation estimate
Servify leadership team
Management profileNumber of profiles
Profiles10 records
Servify subsidiaries and ownership
Company hierarchySubsidiaries17 records
Servify funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Servify 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 Servify
What does Servify do?
Servify provides a 360 Product Lifecycle Management Platform that enables global OEMs, carriers, retailers, banks, ISPs, and utilities to launch and administer branded product protection, device exchange, and affordability programs. The platform delivers configurable care plans (extended warranty, accidental damage, AMC, loss & theft, multi-device), trade-in and upgrade programs with proprietary device diagnostics and dynamic pricing, and no-cost EMI affordability programs with assured buyback. Servify handles underwriting administration, claims auto-adjudication (AI/ML), repair logistics, and multi-channel distribution under white-label or co-branded OEM programs such as AppleCare Services, Samsung Care+, Nokia Care, OnePlus Care, Sony Protection, HP Care, and others across 40+ countries.
Is Servify a public or private company?
Servify is a private company. It is classified as venture growth investor backed and is currently operating.
When was Servify founded?
Servify was founded in 2015. It employs 501 to 1,000 people.
Where is Servify based?
Servify is headquartered in Mumbai, India, in the Asia region.
How does Servify make money?
Five revenue lines are on record. Product Care and Protection Plans are the primary driver. The others are device Exchange and Trade-in Programs, assured Buyback Programs, affordability Programs and AMC Plans (Annual Maintenance Contracts).
Who are Servify's main competitors?
Direct peers on record are Likewize, Cover Genius, Bolttech, Extend and SquareTrade (Allianz). Emerging players are Clyde, Akko and HYLA Mobile. Broad incumbents are Asurion and Lifestyle Services Group (LSG).
Does Servify have an API?
No public API is recorded for Servify.
What industry is Servify in?
Servify's product category is Product Lifecycle Management / Insurtech Software Platform. Its primary akta.pro industry code is FSAGAGAB, Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS). Its NAICS code is 5415 and its SIC code is 7370.