ASSURANCEPLUS GROUP

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.

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

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

• Insurance program administration
• Warranty administration services
• Consumer protection plans
• Point-of-sale benefits
• Dealer F&I products

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core 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

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• A.M. Best A Rated Insurance CompaniescoreOthersProducts 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

Direct 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

• LinkedInlinkedin.com/company/assuranceplus-group-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ASSURANCEPLUS GROUP