Viaffinity
Viaffinity is a Vermont-based embedded insurance infrastructure platform that enables SaaS companies in proptech, field services, hospitality, and HCM/payroll to embed renters, commercial, and specialty insurance products from 10+ carriers via referral links, iFrames, or APIs across all 50 US states.
- Company typePrivate
- Founded2023
- HeadquartersPeru, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Viaffinity does
Viaffinity is a Vermont-based, privately held digital insurance agency (Viaffinity, LLC) that operates an embedded insurance infrastructure platform enabling SaaS companies to offer insurance products directly inside their software workflows. Founded in 2023 by Mason Power (CEO) and Geoff Ward (CTO) — operators who previously built an insurance agency serving over 100,000 customers — the company targets vertical SaaS platforms in proptech/real estate (primary), field services and trade, hospitality and fitness, and HCM and payroll. Its technology stack is a multi-carrier aggregation platform that connects partner SaaS applications to 10+ insurance carriers (including Amtrust, Assurant, Chubb, Hiscox, The Hartford, Lemonade, Next Insurance, and US Assure) via three integration modes: zero-code Referral Links, branded iFrame, and full-featured API for deep workflow control. The platform uses pre-existing partner platform data to generate personalized insurance quotes without additional customer input, with go-live timelines stated at under 60 days. Documented insurance products span renters, homeowners, condo/co-op, general liability, business owners policies, workers compensation, deposit protection, equipment rental coverage, guest trip protection, luggage coverage, umbrella, and landlord insurance.
Viaffinity is a licensed insurance producer in all 50 US states plus DC, with explicit license numbers disclosed per jurisdiction; this regulatory footprint is the foundation of its compliance-as-infrastructure value proposition, with the company managing end-to-end compliance, regulatory reporting, and policy servicing on behalf of platform partners. The company generates revenue primarily through commission shares on policies bound via partner platforms (transaction-fee model) and secondarily through agency servicing fees from carrier relationships for the complete policy lifecycle including claims and renewals. Specific pricing is not publicly disclosed and is described as carrier- and product-specific, with example premiums shown for renter coverage ($214/month), standard coverage ($36/month), general liability add-on ($22.50/month), workers comp ($21/month per employee), and equipment/tool coverage ($35/month). The go-to-market is sales-led and API-first: enterprise field sales target SaaS platform decision-makers with demo-based engagement, supported by content marketing via an Insights blog, a partner page, a demo request form, and LinkedIn presence, with the position that partners can ship embedded insurance programs in weeks rather than months.
Named customers and partners include Domecile (proptech Core partner), Fullsteam (vertical SaaS customer), Thatch & Borne LLC (field services SMB), and Minor-tier distribution partners Innago, Rentroom, Oply, Lio, and Next Insurance; the customer roster is sparse and suggests an early commercial stage. The company has no disclosed funding rounds, no headcount data, no parent company, no acquisitions or restructuring, and no M&A activity in the input data, and operates exclusively in the United States. The most recent material disclosed event is the October 2025 addition of Assurant to its multi-carrier network, bringing the #2 US renter's insurance writer onto the platform.
Viaffinity firmographics
Firmographics- Name
- Viaffinity
- Legal name
- Viaffinity, LLC
- Website
- https://viaffinity.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Viaffinity is a Vermont-based embedded insurance infrastructure platform that enables SaaS companies in proptech, field services, hospitality, and HCM/payroll to embed renters, commercial, and specialty insurance products from 10+ carriers via referral links, iFrames, or APIs across all 50 US states.
- Ownership category
- akta.pro rank
Viaffinity industry classification
Industry- Product category
- Embedded Insurance Infrastructure
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)
- akta.pro secondary industry
- Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA)
Keywords
Where Viaffinity is headquartered
LocationHeadquarters
- HQ city
- Peru
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Viaffinity business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- Embedded Insurance Commissions: Viaffinity generates revenue by earning commissions from insurance carriers when policies are sold through partner platforms. Partners create recurring revenue streams from insurance products embedded in their software, while Viaffinity earns a share of the insurance premiums processed through its platform.
- Agency Servicing Fees: As a licensed digital insurance agency, Viaffinity provides complete policy lifecycle support including claims and renewals, generating servicing fees from carrier relationships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Commission-based embedded insurance model |
| Unit Pricing | Monthly | Equipment/Tool Coverage Add-on |
| Unit Pricing | One time | Guest Protection Add-ons |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Viaffinity product offering
Product offeringCore offering
Viaffinity operates a licensed digital insurance agency platform that enables SaaS companies to embed multiple insurance products (renters, homeowners, condo/co-op, general liability, workers comp, business owners policies, deposit protection, equipment rental, guest trip protection, and landlord insurance) directly into their software workflows. The platform aggregates 10+ top-rated insurance carriers, supports three integration methods (zero-code referral links, branded iFrames, and full APIs), and handles end-to-end compliance and policy servicing across 50+ US states.
Product overview
Viaffinity is an embedded insurance platform for SaaS companies, offering a full suite of insurance products including Renters Insurance, Homeowners Insurance, Condo/Co-op Insurance, General Liability Insurance, Business Owners Policies, Workers Compensation, Deposit Protection, Equipment Rental Coverage, Guest Trip Protection, Luggage & Personal Item Coverage, Umbrella Coverage, and Landlord Insurance. The platform provides three integration methods: Referral Link (zero-code hosted landing pages), iFrame (embeddable branded experience), and full API Integration (complete workflow control with real-time eligibility verification and instant quotes). The platform connects SaaS platforms with multiple insurance carriers to deliver personalized, competitive insurance quotes using existing platform data.
Differentiator
Problem solved
Functional benefit
Products and services
- Viaffinity Embedded Insurance Platform Licensed digital insurance agency platform that enables SaaS platforms to embed insurance products (renters, homeowners, condo/co-op, general liability, business owners policies, workers compensation, deposit protection, equipment rental coverage, accident and injury) into their software at optimal user workflows, creating new recurring revenue streams and improving customer retention.
- Renters Insurance
Quantifiable outcome
- Partners ship embedded insurance programs in under 60 days with minimal development effort
- +2 more outcomes
Companies that use Viaffinity
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Viaffinity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Viaffinity partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- AmtrustcoreInsurance carrier partner providing commercial and specialty insurance products through Viaffinity's embedded platform network.
- AssurantcoreMajor insurance carrier and the #2 writer of renter's insurance in the US. Recently added to Viaffinity's multi-carrier network to expand coverage across the country, serving 325 million consumers worldwide.
- ChubbcorePremium insurance carrier providing Masterpiece coverage for high net worth individuals including renters and condo/co-op owners with luxury properties requiring adequate replacement value coverage.
- HiscoxcoreInsurance carrier partner offering business and commercial insurance products through Viaffinity's embedded distribution network.
- The HartfordcoreEstablished insurance carrier partner providing business and commercial insurance products via Viaffinity's platform integration.
- LemonadecoreAI-powered insurance carrier partnering with Viaffinity to deliver competitively priced landlord and investor insurance products for the rental property segment.
- US AssurecoreSpecialist insurance carrier with 45+ years of experience in builders risk, providing coverage for owner-renovators during home renovations including materials, fixtures, equipment, theft, vandalism, and collapse.
- DomecilecoreProptech platform partner that embedded Viaffinity's insurance API into their tenant onboarding flow. Domecile provides renters, condo/co-op, and landlord insurance to new and existing residents, with proof of insurance automatically shared with property managers.
- InnagominorProperty management software platform partner integrating Viaffinity's embedded insurance products for their user base.
- Next InsuranceminorInsurance technology platform partner collaborating with Viaffinity on embedded insurance distribution.
- OplyminorPlatform partner utilizing Viaffinity's insurance infrastructure for embedded coverage offerings.
- RentroomminorRental platform partner integrating Viaffinity's insurance products for tenant coverage.
- LiominorPlatform partner offering Viaffinity's embedded insurance solutions to their customer base.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Viaffinity competitors and assessment
Company assessmentBroad incumbents
- CoverWallet: Digital commercial insurance brokerage (now operating within Aon's small-business segment) that distributes policies across multiple carriers via a tech-enabled platform. Established player in the same multi-carrier small-commercial distribution space as Viaffinity, with significantly more scale and capital.
- Lemonade: AI-native direct insurance carrier with renter's, home, and pet products that has invested in embedded distribution partnerships. Both a competitor to embedded distributors and a carrier partner of Viaffinity, operating at much larger scale as a household insurance brand.
- Next Insurance: Digital commercial insurance carrier specializing in small business policies (general liability, workers' comp, BOP) — exact product overlap with Viaffinity's field services and HCM/payroll segments. Distributes both directly and increasingly through SaaS partners, placing it in adjacent competition.
- Hippo Insurance: Digital-first home insurance carrier that has built embedded and partner-channel capabilities for home and condo coverage. Competes in the same property insurance verticals (homeowners, condo, renters adjacencies) that Viaffinity addresses via its proptech segment.
Direct peers
- Boost Insurance: Embedded insurance infrastructure built specifically for SaaS platforms and vertical software companies. Provides licensed-agency infrastructure and multi-carrier access to enable partners to launch insurance products within their software — a near-identical business model to Viaffinity.
- The Zebra: Insurance comparison marketplace aggregating home, auto, and other coverage options from multiple carriers. Comparable to Viaffinity in digital-first multi-carrier distribution and commission-based revenue, though focused more on direct acquisition than embedded SaaS partnerships.
- Bold Penguin: Commercial insurance marketplace and platform connecting agents, carriers, and SMB buyers through a digital workflow. Shares the multi-carrier, multi-line small-commercial focus with Viaffinity's BOP and workers' comp offerings for SMB SaaS platforms.
- Insurify: Digital insurance comparison and aggregator platform that matches consumers with multiple carriers for home, auto, and life coverage. Shares the multi-carrier aggregation and digital distribution DNA with Viaffinity, though its primary channel is direct-to-consumer versus Viaffinity's partner-SaaS channel.
- Cover Genius: Global embedded insurance platform offering API-driven distribution of multiple insurance products through partner platforms. Operates the same multi-carrier, embedded-distribution model as Viaffinity across digital and SaaS partners, making it the closest direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Viaffinity social profiles
Digital presenceViaffinity compliance and trust
Trust signalCompliance1 record
Viaffinity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viaffinity leadership team
Management profileNumber of profiles
Profiles2 records
Viaffinity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viaffinity 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 Viaffinity
What does Viaffinity do?
Viaffinity operates a licensed digital insurance agency platform that enables SaaS companies to embed multiple insurance products (renters, homeowners, condo/co-op, general liability, workers comp, business owners policies, deposit protection, equipment rental, guest trip protection, and landlord insurance) directly into their software workflows. The platform aggregates 10+ top-rated insurance carriers, supports three integration methods (zero-code referral links, branded iFrames, and full APIs), and handles end-to-end compliance and policy servicing across 50+ US states.
Is Viaffinity a public or private company?
Viaffinity is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Viaffinity founded?
Viaffinity was founded in 2023. It employs 1 to 10 people.
Where is Viaffinity based?
Viaffinity is headquartered in Peru, United States, in the North America region.
How does Viaffinity make money?
Two revenue lines are on record. Embedded Insurance Commissions are the primary driver. The others are agency Servicing Fees.
Who are Viaffinity's main competitors?
Broad incumbents on record are CoverWallet, Lemonade, Next Insurance and Hippo Insurance. Direct peers are Boost Insurance, The Zebra, Bold Penguin, Insurify and Cover Genius.
Does Viaffinity have an API?
Yes. Viaffinity offers a full-featured API for complete workflow integration and control over user experience and data flow. API integration enables real-time address matching and eligibility verification, in-platform coverage selection and customization, and instant, compliant insurance quotes and binding. Partners can integrate via API for deep platform integration with full workflow control.
What industry is Viaffinity in?
Viaffinity's product category is Embedded Insurance Infrastructure. Its primary akta.pro industry code is FSAEADAN, Insurtech-Enabled Brokerage (Digital Brokers & Aggregators), with a secondary code of FSAGAGAA, Digital Distribution & Comparison Platforms (Aggregators/Marketplaces). Its NAICS code is 524210 and its SIC code is 6411.