AssureStart Open for Small Business Insurance Sales in Washington

Small business owners now have fast, convenient way to buy general liability and business property insurance online

Business Wire


AssureStart, the Seattle-based technology startup that sells general liability and property insurance direct to small businesses on the Internet, has opened for business in its home state of Washington.

With 24/7 online availability, small businesses in Washington can visit, get coverage recommendations and a rate quote, and purchase a business owner’s policy in a matter of minutes. They also can download a certificate of insurance on the spot. Buying a business owner’s policy (which combines both general liability and business property coverage) through traditional insurance channels can take up to several days or longer.

At any point in the application process, prospective customers can contact a licensed insurance professional via phone, email or web chat. Because AssureStart sells direct to small businesses, the company can pass along savings in the form of lower rates.

“Small businesses represent an underserved and often overlooked segment of the commercial insurance market,” said Mike LaRocco, president and CEO of AssureStart. “The emerging demographic of small business owners are working and living in a digital world. We want to meet them online with insurance solutions that protect their livelihood.

“Our responsive web platform looks great whether accessed via laptop, tablet or smartphone at any time of the day or night,” LaRocco continued. “In an industry buried in paper, we offer a streamlined and paperless insurance-buying experience.” LaRocco has held leadership roles at Fireman’s Fund Insurance Company, Safeco, GEICO and Progressive.

AssureStart is backed by the financial strength of ‘A’ (Excellent)-rated American Family Mutual Insurance Company, Policies are underwritten by Midvale Indemnity Co., a subsidiary of American Family Mutual Insurance Company.

In addition to Washington, AssureStart is selling business owner’s policies in Texas, Pennsylvania and Maryland. The company plans to expand to additional states covering 70% of the U.S. by the end of 2014. Over time, AssureStart intends to expand its product suite to include commercial auto and workers’ compensation insurance.

About AssureStart

Based in Seattle, AssureStart is dedicated to serving the insurance needs of small businesses with fewer than 25 employees. The company sells business owner’s policies (general liability and business property insurance coverage) direct to small businesses via its website, The website features a proprietary, easy-to-use recommendation engine and the ability to bind coverage online and download a certificate of insurance at the point of sale. AssureStart serves as the managing general agent for policies underwritten by Midvale Indemnity Company, a subsidiary of Madison, Wis.-based American Family Insurance. Web:; Facebook:; Twitter:

About American Family: American Family Insurance offers auto insurance, homeowners insurance, life insurance, business and farm/ranch insurance in 19 states. American Family is the nation’s third-largest mutual property/casualty insurance company and ranks 393rd on the Fortune 500 list. Web:; Facebook:; Twitter:; YouTube:

At the end of 2012, American Family reported policyholder equity of $6.1 billion, with assets of $17.9 billion. The company employs 7,000 people, and sells its products through 3,500 exclusive independent contractor agents.

Kallan Nelson, 206-582-3045
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