In The Car
In The Car is an Alpharetta, GA-based insurtech that embeds real-time auto insurance quoting inside dealer point-of-sale workflows, integrating with major DMS platforms and underwriting via its captive carrier arm, Alset Insurance, to serve auto dealers and dealer groups.
- Company typePrivate
- Founded2016
- HeadquartersAlpharetta, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What In The Car does
In The Car operates an embedded auto-insurance platform that delivers real-time insurance quotes (under 30 seconds) inside the dealer point-of-sale workflow, integrating with major Dealer Management Systems (DealerTrack, CDK Global, RouteOne, Tekion, ManageMy) so finance and insurance managers can quote, bind, and service policies without leaving the deal jacket. The company serves auto dealerships and dealer groups, with AutoNation named as an anchor customer and TrueCar providing access to a network of 11,500+ dealers following the January 2026 partnership tied to Fair Holdings' $227M acquisition of TrueCar. Underwriting and product capabilities are reinforced by a wholly-owned insurance carrier subsidiary, Alset Insurance, and relationships with reinsurance and technology partners including Zurich North America, Socotra, Howden, Liberty Mutual, and Spinnaker. Reported performance metrics include an 84% insurance retention rate and roughly 15% customer savings versus traditional insurance channels.
The platform's technical stack combines API-driven quoting, structured data ingestion from dealer systems, predictive analytics for premium calculation, and a recommendation engine for personalized coverage. A provisional patent was filed in October 2025 covering the real-time automotive insurance platform. Leadership includes Matthew Edmonds (CEO, ex-Tesla Insurance, AIG, Allstate), Rod Fox (Chairman, ex-TigerRisk), Laura Crabill (COO, ex-Tesla Insurance launch and Munich Re Digital Partners), and Nihat Guven (CTO, ex-Qualys and KPMG), with Jeremy Miller appointed National Dealer Partnerships Director in June 2026.
The business model is a B2B embedded SaaS play monetized at the dealer transaction layer: revenue is generated per quote, per policy bind, and/or via commission through the captive carrier (Alset Insurance), with cross-sell economics tied to the F&I office. The firm is a privately held LLC founded in 2016 and headquartered in Alpharetta, GA, operating with 11-50 employees. No external funding rounds or revenue figures have been disclosed, which limits financial visibility, and the company's own claims of 84% retention and 15% savings are not third-party verified.
In The Car firmographics
Firmographics- Name
- In The Car
- Legal name
- In The Car, LLC
- Website
- https://inthecar.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- In The Car is an Alpharetta, GA-based insurtech that embeds real-time auto insurance quoting inside dealer point-of-sale workflows, integrating with major DMS platforms and underwriting via its captive carrier arm, Alset Insurance, to serve auto dealers and dealer groups.
- Ownership category
- akta.pro rank
In The Car industry classification
Industry- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Personal Auto Insurance (FSAJAMAA)
- akta.pro secondary industry
- Electric Vehicle (EV) Personal Auto Insurance (FSAJAAAH)
Keywords
Where In The Car is headquartered
LocationHeadquarters
- HQ city
- Alpharetta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
In The Car business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Embedded Insurance Premiums: In The Car generates revenue by enabling OEMs and car dealers to offer auto insurance at the point of sale. The platform earns revenue through insurance premiums generated when customers purchase policies, with an 84% retention rate providing recurring revenue streams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Value-oriented auto insurance with potential 15% savings |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
In The Car product offering
Product offeringCore offering
In The Car provides a digital-first, embedded SaaS auto insurance platform that enables automotive OEMs and car dealers to generate personalized auto insurance quotes within 30 seconds or less at the point of sale. The platform integrates directly into OEM and dealer digital infrastructure via white-labeled API, aggregates application data with third-party data, and delivers competitively priced insurance policies through its subsidiary insurance carrier arm, Alset Insurance.
Product overview
In The Car offers a unified embedded auto insurance platform designed for automotive OEMs and dealers. The core product is the In The Car Embedded Insurance Platform, a white-labeled SaaS solution powered by Alset Insurance that generates personalized auto insurance quotes in 30 seconds or less at the point of sale. The platform connects via API to dealer management systems (DealerTrack, CDK Global, RouteOne, Tekion, ManageMy) and integrates with insurance platforms like Socotra. The company has also filed a provisional patent for its real-time automotive insurance technology that delivers personalized offers during vehicle transactions using secure data connections and real-time event triggers.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Customers can save up to 15% on auto insurance compared to traditional providers
- +2 more outcomes
Companies that use In The Car
Customer profileNamed customers3 records
Segments2 records
In The Car technology and API
TechnologyAPI detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature3 records
In The Car partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Marias TechnologycoreExpanded relationship where Marias now manages In The Car's full system implementation. Originally engaged for system testing, Marias grew into assisting with system integrations and software services. Chris Haines, President and CEO of Marias, noted alignment between the companies' leadership and goals.
- Alset InsurancecoreIn The Car's insurance arm that powers the platform, delivering seamless, point-of-sale programs and transforming the ownership experience.
- Navy SEAL FoundationminorIn The Car donates a percentage from every policy sold to the Navy SEAL Foundation to support the Naval Special Warfare community. Announced December 17, 2025.
- Ink Digital MarketingminorStrategic engagement with Ink Digital Marketing, a modern marketing agency providing end-to-end marketing services exclusively for insurtechs, insurance companies, MGAs, fintech, and legaltech organizations.
- TrueCarcoreIn The Car is a strategic partner in Fair Holdings' $227 million acquisition of TrueCar. In The Car joins strategic partner group including PenFed, Zurich North America, and AutoNation to support TrueCar's long-term vision of integrating insurance into the car-buying platform.
- Fair HoldingscoreLed by TrueCar founder Scott Painter, Fair Holdings completed the $227M take-private acquisition of TrueCar with In The Car as a strategic partner.
- PenFed Credit UnionminorPart of strategic partner group in TrueCar acquisition. Expanding direct auto-lending capabilities nationwide through TrueCar platform.
- Zurich North AmericaminorPart of strategic partner group in TrueCar acquisition, bringing insurance expertise to the partnership.
- AutoNationminorPart of strategic partner group in TrueCar acquisition. Mike Manley, CEO of AutoNation noted the evolution shows how consumers, dealers, and technology can come together.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
In The Car competitors and assessment
Company assessmentEmerging players
- Root Insurance: Root is a publicly listed insurtech that prices auto insurance using data-driven, app-based telematics. It overlaps with ITC's personal auto insurance focus and data-driven pricing approach, although Root distributes direct-to-consumer rather than through dealers.
- Lemonade: Lemonade is a digital-first insurance carrier using AI-driven underwriting and a frictionless user experience. It is broadly comparable as an insurtech peer focused on personal lines, though its primary lines are renters and homeowners rather than auto.
- Tesla Insurance: Tesla Insurance is a direct-to-consumer auto insurance product built around real-time, data-driven pricing for EVs. ITC's CEO led the launch of Tesla Insurance Services, making it a directly comparable insurtech model even though Tesla Insurance is OEM-bundled rather than dealer-bundled.
Direct peers
- CoverWallet: CoverWallet provides an embedded commercial insurance platform that enables partners to offer insurance digitally. Its technology-first, API-driven distribution approach is closely comparable to ITC's embedded insurance architecture.
- Sure (Surety Tech): Sure provides an embedded insurance infrastructure platform that allows digital businesses to offer insurance products via API. ITC lists Socotra among its integrations and the embedded insurance platform approach is closely comparable.
- Salty: Salty (now part of CDK/Salty) provides embedded auto insurance and vehicle protection products at the dealership point of sale through DMS integrations. It is the most direct competitor to In The Car, and several ITC employees, including the Head of Agency, previously worked at CDK/Salty.
Broad incumbents
- Zurich North America: Zurich North America is a major US P&C insurer and is itself a strategic partner of ITC through the TrueCar deal. It is a comparable incumbent insurance carrier that could leverage its scale to compete in embedded auto insurance.
- Progressive: Progressive is the largest US personal auto insurer by market share and a leader in data-driven auto pricing. Its scale, brand, and pricing sophistication set the benchmark that any embedded auto insurtech must compete against.
- Liberty Mutual: Liberty Mutual is a top-10 US P&C insurer that is also an ITC technology/integration partner. It is a broad incumbent peer that already operates at scale in auto insurance and could replicate embedded point-of-sale offerings through its existing dealer relationships.
- Allstate:
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
In The Car social profiles
Digital presenceIn The Car compliance and trust
Trust signalCompliance2 records
In The Car financial estimates
Financial estimateRevenue estimate
Valuation estimate
In The Car leadership team
Management profileNumber of profiles
In The Car subsidiaries and ownership
Company hierarchySubsidiaries1 record
In The Car funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
In The Car 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 In The Car
What does In The Car do?
In The Car provides a digital-first, embedded SaaS auto insurance platform that enables automotive OEMs and car dealers to generate personalized auto insurance quotes within 30 seconds or less at the point of sale. The platform integrates directly into OEM and dealer digital infrastructure via white-labeled API, aggregates application data with third-party data, and delivers competitively priced insurance policies through its subsidiary insurance carrier arm, Alset Insurance.
Is In The Car a public or private company?
In The Car is a private company. It is currently operating.
When was In The Car founded?
In The Car was founded in 2016. It employs 11 to 50 people.
Where is In The Car based?
In The Car is headquartered in Alpharetta, United States, in the North America region.
How does In The Car make money?
One revenue line is on record: embedded Insurance Premiums.
Who are In The Car's main competitors?
Emerging players on record are Root Insurance, Lemonade and Tesla Insurance. Direct peers are CoverWallet, Sure (Surety Tech) and Salty. Broad incumbents are Zurich North America, Progressive, Liberty Mutual and Allstate.
Does In The Car have an API?
Yes. In The Car offers a white-labeled API that enables OEMs and car dealers to connect their vehicle sales systems or customer portals directly into the In The Car platform. The API allows real-time data aggregation, quote generation within 30 seconds, and insurance policy delivery integrated into dealer management systems. The platform leverages secure data connections and real-time event triggers to deliver personalized auto-insurance offers at the point of sale and during service appointments.
What industry is In The Car in?
Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance, with a secondary code of FSAJAAAH, Electric Vehicle (EV) Personal Auto Insurance. Its NAICS code is 524210 and its SIC code is 6411.