ASSURANCEPLUS GROUP
AssurancePlus Group is a privately-held Grand Rapids-based insurance program administrator that administers over 100 underwritten consumer protection benefits through B2B channel partners—including auto dealers, financial institutions, employers, OEMs, and real estate/title companies—serving more than 1,700 clients across all 50 US states and Puerto Rico.
- Company typePrivate
- Founded2007
- HeadquartersGrand Rapids, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What ASSURANCEPLUS GROUP does
AssurancePlus Group is a privately-held insurance program administrator founded in 2007 and headquartered in Grand Rapids, Michigan. The company administers over 100 underwritten consumer benefit and protection plans spanning auto, RV and powersports, home, security/identity, travel, and customizable specialty coverages (e.g., bed bug and hockey stick breakage warranties). All products are backed by A.M. Best A Rated insurance carriers and are sold exclusively through B2B channel partners, including auto/RV/powersport dealers, employer groups, financial institutions, non-profits and associations, OEMs, and real estate/title companies, reaching more than 1,700 clients across all 50 US states and Puerto Rico.
The underlying technology is a proprietary web-based enrollment and administration platform with real-time reporting, e-contracting and menu integration into partner systems, branded fulfillment packages, and customizable notification cadences. The portfolio is augmented by two proprietary branded services: Warranty Vault, an online warranty storage and organization utility for consumers, and RapidFire Auto, a service-lane texting tool for dealers. Multi-year contract terms (one-to-ten-year auto coverage, one-to-five-year home coverage) and point-of-sale transaction pricing underpin the revenue mechanics.
The business model is a B2B channel-partner distribution model with no direct-to-consumer sales. Partners deliver products at the point of sale with dealer-branded or partner-branded fulfillment; AssurancePlus supplies training, marketing collateral, the enrollment software, e-contracting integration, and claims administration. Reported partner outcomes include a 35-40% uplift in point-of-sale penetration when AssurancePlus benefits are added. Leadership consists of a four-person named team led by founder and President Greg Lankfer, and the company has operated without disclosed external funding or M&A activity.
ASSURANCEPLUS GROUP firmographics
Firmographics- Name
- ASSURANCEPLUS GROUP
- Legal name
- AssurancePlus Group
- Website
- https://assuranceplus.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AssurancePlus Group is a privately-held Grand Rapids-based insurance program administrator that administers over 100 underwritten consumer protection benefits through B2B channel partners—including auto dealers, financial institutions, employers, OEMs, and real estate/title companies—serving more than 1,700 clients across all 50 US states and Puerto Rico.
- Ownership category
- akta.pro rank
ASSURANCEPLUS GROUP industry classification
Industry- Product category
- Insurance Program Administration
- NAICS
- Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
- akta.pro secondary industries
- OEM/Captive Warranty & Service Contract Programs (FSAJALAE), Warranty, Protection Plans & Extended Service Contracts (CRACAJAH)
Keywords
Where ASSURANCEPLUS GROUP is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ASSURANCEPLUS GROUP business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Benefit Administration Programs: Administration of over 100 underwritten consumer benefits and protection plans sold through B2B partners including auto dealers, financial institutions, and employer groups. Programs include deductible reimbursement, repair reimbursement, trip protection, identity theft restoration, and extended warranties.
- Protection Plans: Customized protection plans sold to consumers on a point-of-sale basis containing bundled benefits designed to maximize partner profit and provide consumer protection. Plans include Auto Protection Plans, Home Protection Plans, RV Protection Plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Auto Deductible Reimbursement - Pays up to $1000 per loss |
| Subscription | Multi-year contract | Home Deductible Reimbursement - Pays up to $1000 per loss |
| Subscription | Annual | Travel Benefits - Trip cancellation up to $500, baggage delay up to $250 |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels3 records
ASSURANCEPLUS GROUP product offering
Product offeringCore offering
AssurancePlus Group administers over 100 underwritten consumer protection and warranty benefits—spanning Auto, RV & Powersports, Home, Security, Travel, and Custom coverages—on behalf of B2B channel partners. Partners enroll consumers at point of sale through AssurancePlus's proprietary web-based enrollment platform, with branded fulfillment, real-time reporting, and centralized claims processing. Products are underwritten by A.M. Best A Rated insurance carriers and bundled into customized protection plans tailored to each partner's brand.
Product overview
AssurancePlus is an insurance and warranty program administrator offering a multi-product portfolio of consumer protection and warranty products. The core offerings consist of six product categories: Auto, RV & Powersports, Home, Security, Travel, and Custom. Key platform services include Warranty Vault™ (online warranty storage) and RapidFire Auto™ (dealer texting solution). Products are offered as individual benefits or bundled into Protection Plans sold through partner channels including Auto Dealers, Financial Institutions, Employer Groups, Real Estate/Title Companies, Non-Profits, and OEMs. The company administers over 100 underwritten benefits that can be customized and combined in various configurations.
Differentiator
Problem solved
Functional benefit
Brands
- Warranty Vault™: An on-line storage and organizing service that helps consumers take full advantage of their warranties for products they have purchased.
- RapidFire Auto™
Products and services
- Auto Protection Plans Comprehensive protection plans for automotive consumers, including Auto Deductible Reimbursement (up to $1000 per loss), Auto Repair Reimbursement (20% up to $500), Paintless Dent Repair, 24-Hour Roadside Assistance, Job Loss Protection, and Trade-In Protection (up to $5000). Sold through B2B dealer partners at point of sale.
- RV & Powersports Protection Plans Protection plans covering RVs, ATVs, motorcycles, snowmobiles, boats, and personal watercraft, including All Vehicle Deductible Reimbursement (up to $1000) and All Vehicle Repair Reimbursement (20% up to $500). Sold through RV and powersport dealers.
- Home Protection Plans Homeowner protection products including Home Deductible Reimbursement (up to $1000), Appliance/Electronic Repair Reimbursement (50% up to $500), Home Glass Breakage Reimbursement (up to $200), Home Lockout Reimbursement (up to $100), and Emergency Lodging Reimbursement (up to $1000). Sold through lender and real estate partners.
- Security Products Identity protection and warranty services including Identity Theft Restoration with credit monitoring and ID Recovery Advocate services, and Extended Warranty that doubles the manufacturer warranty up to one year.
- Travel Protection Travel insurance products covering Trip Cancellation (up to $500), Trip Interruption (up to $500), Baggage Delay (up to $250), and Emergency Travel lodging/meal reimbursement ($100/night up to 5 nights).
- Customized Benefits Over 100 customizable, underwritten benefits that can be combined in any configuration, including specialty coverages such as bed bug warranties and hockey stick breakage warranties.
- Warranty Vault™ Online warranty storage and organization service allowing consumers to enter, upload, and store warranty information, receipts, and manufacturer contacts in a centralized location accessible 24/7.
Quantifiable outcome
- Sales uplift of POS programs increased penetration 35-40% when adding AssurancePlus benefits
- +2 more outcomes
Companies that use ASSURANCEPLUS GROUP
Customer profileSegments6 records
Ideal customer profiles6 records
ASSURANCEPLUS GROUP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
ASSURANCEPLUS GROUP partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- A.M. Best A Rated Insurance CompaniescoreProducts are underwritten by A.M. Best A Rated insurance companies, providing insurance integrity and financial backing for all AssurancePlus consumer protection programs. This rating indicates superior ability to meet ongoing insurance obligations.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
ASSURANCEPLUS GROUP competitors and assessment
Company assessmentDirect peers
- Safe-Guard Products International: A leading administrator of F&I protection products and vehicle service contracts sold through auto dealers. Operates the same embedded POS distribution model with auto dealer channels and offers bundled benefits marketed with dealer brands — a near-identical peer to AssurancePlus's dealer vertical.
- AUL Corp: Third-party administrator of vehicle service contracts and home service contracts marketed through dealers, lenders, and other affinity partners. Comparable mix of product, distribution, and admin-only business model.
- American Auto Shield: Provider of extended vehicle service contracts and auto protection plans distributed through dealers, lenders, and affinity partners. Directly comparable on product line, dealer/F&I channel, and bundled benefit design.
- EasyCare (Automobile Protection Corporation): Auto protection product provider offering vehicle service contracts, GAP, and maintenance programs distributed primarily through franchised auto dealers. Directly comparable on protection plan structure, dealer-channel GTM, and benefit bundles.
- Warrantech: Extended service contract and protection plan administrator offering vehicle, home, and consumer product coverage sold through retailers, dealers, and financial partners. Overlapping product set and B2B channel distribution.
Broad incumbents
- Zurich North America (Dealer F&I): Global insurer with a U.S. dealer F&I book offering service contracts, GAP, and ancillary protection products. Comparable product/customer overlap, broader portfolio and global scale.
- AmTrust Financial Services: Specialty insurer with extended warranty and service contract capability across retail, auto, and consumer goods channels. Broader than AssurancePlus but operates in the same extended-service-contract market.
- Allstate Protection Group (Dealer Services / Vehicle Service Contracts): Allstate's vehicle service contract and dealer services division offers F&I products through franchised dealers nationwide. Comparable on auto-focused protection plans but backed by significantly larger scale and capital.
- Assurant: Large diversified insurer offering consumer protection products including vehicle service contracts, connected-device protection, and lender-placed insurance — overlapping capabilities through dealer, lender, and retail channels, but as part of a much broader portfolio.
Emerging players
- MEA (Marine Equipment Assurance): Niche administrator of powersport, marine, and RV protection plans sold through dealers — directly adjacent to AssurancePlus's RV & Powersports product line on a narrower channel footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ASSURANCEPLUS GROUP social profiles
Digital presenceASSURANCEPLUS GROUP financial estimates
Financial estimateRevenue estimate
Valuation estimate
ASSURANCEPLUS GROUP leadership team
Management profileNumber of profiles
Profiles4 records
ASSURANCEPLUS GROUP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ASSURANCEPLUS GROUP 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 ASSURANCEPLUS GROUP
What does ASSURANCEPLUS GROUP do?
AssurancePlus Group administers over 100 underwritten consumer protection and warranty benefits—spanning Auto, RV & Powersports, Home, Security, Travel, and Custom coverages—on behalf of B2B channel partners. Partners enroll consumers at point of sale through AssurancePlus's proprietary web-based enrollment platform, with branded fulfillment, real-time reporting, and centralized claims processing. Products are underwritten by A.M. Best A Rated insurance carriers and bundled into customized protection plans tailored to each partner's brand.
Is ASSURANCEPLUS GROUP a public or private company?
ASSURANCEPLUS GROUP is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ASSURANCEPLUS GROUP founded?
ASSURANCEPLUS GROUP was founded in 2007. It employs 1 to 10 people.
Where is ASSURANCEPLUS GROUP based?
ASSURANCEPLUS GROUP is headquartered in Grand Rapids, United States, in the North America region.
How does ASSURANCEPLUS GROUP make money?
Two revenue lines are on record. Benefit Administration Programs are the primary driver. The others are protection Plans.
Who are ASSURANCEPLUS GROUP's main competitors?
Direct peers on record are Safe-Guard Products International, AUL Corp, American Auto Shield, EasyCare (Automobile Protection Corporation) and Warrantech. Broad incumbents are Zurich North America (Dealer F&I), AmTrust Financial Services, Allstate Protection Group (Dealer Services / Vehicle Service Contracts) and Assurant. MEA (Marine Equipment Assurance) is listed as an emerging player.
Does ASSURANCEPLUS GROUP have an API?
No public API is recorded for ASSURANCEPLUS GROUP.
What industry is ASSURANCEPLUS GROUP in?
ASSURANCEPLUS GROUP's product category is Insurance Program Administration. Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms, with a secondary code of FSAJALAE, OEM/Captive Warranty & Service Contract Programs. Its NAICS code is 524210 and its SIC code is 6411.