Assureful

Pay-as-you-sell product liability insurance for eCommerce marketplace sellers

Specialty Solutions

Overview

Assureful is a product liability insurance MGA serving eCommerce sellers on major online marketplaces including Amazon, Shopify, Walmart, eBay, and Etsy. The company was founded in 2020 by former eCommerce entrepreneurs and operates with delegated underwriting authority from Lloyd's of London. Its platform integrates directly with sellers' marketplace accounts to access real-time sales data for underwriting and pricing purposes.

The company underwrites product liability coverage under its pay-as-you-sell (PAYS) model, which calculates monthly premiums based on actual sales volume rather than annual revenue forecasts. Lloyd's of London syndicates (A-rated, 330+ year history) provide the underwriting capacity. The model targets sellers meeting marketplace-imposed insurance thresholds, such as Amazon's USD 10,000 monthly revenue requirement.

Distribution is direct-to-seller via the Assureful platform. As of 2024, the company had raised USD 3.85M across pre-seed and seed rounds to build out its AI-driven underwriting and rating infrastructure. Coverage starts at USD 26/month for eligible sellers and extends to over 33,000 product categories.

Products & Services

Product Liability Insurance

Coverage for eCommerce sellers including bodily injury, property damage, legal defense costs, settlements, and judgments. Covers 33,000+ product categories including imported goods.

Key Features

Bodily injury and property damage liability
Legal defense costs and settlements
Covers imported products from China and other overseas suppliers
Online claims management portal

Target Users: eCommerce sellers on Amazon, Shopify, Walmart, eBay, and Etsy exceeding USD 10,000 in monthly sales

Distribution: Direct to sellers via Assureful platform

Lost Inbound Insurance

Coverage for Amazon FBA (Fulfillment by Amazon) sellers against inventory loss during inbound shipments to Amazon fulfillment centers.

Key Features

Inventory loss during inbound fulfillment center shipments
Integrated with Amazon Seller Central account data

Target Users: Amazon FBA sellers shipping inventory to fulfillment warehouses

Distribution: Direct to sellers via Assureful platform

Pay-as-You-Sell Pricing Model

Usage-based pricing that calculates monthly premiums from actual marketplace sales volume. Premiums start at USD 26/month and adjust automatically each month based on verified sales data.