Cake Insure

More business. Less work.

Distribution & Sales Growth Seed

Overview

Cake Insure is a digital distribution platform for workers compensation insurance, serving small businesses and independent agents through a self-service online quote-and-bind experience. Operating as a wholly-owned subsidiary of Pinnacol Assurance -- a Colorado-based workers comp carrier -- Cake provides employers with online access to workers comp coverage without going through a traditional broker or agent.

The platform uses AI-powered business classification to streamline the application process, allowing employers to obtain quotes and purchase policies in under two minutes. Built on a microservices architecture with REST API integration into Pinnacol Assurance's underwriting and claims systems, Cake supports paperless proof of coverage, online policy management, and digital claim filing. The platform also extends coverage to employers hiring across multiple states.

Founded in 2017 with total funding of approximately USD 10.1M, Cake has served Colorado small businesses across a range of industries and was recognized as a Top Insurtech Startup by Insurance CIO Outlook in 2019. The platform targets businesses with one to 100+ employees looking for a faster, fully digital alternative to traditional workers comp distribution.

Products & Services

Cake Digital Quote & Purchase Platform

An online self-service platform enabling employers to obtain workers compensation insurance quotes and bind coverage without broker involvement. The platform handles the full quote-to-policy lifecycle including classification, payment, and documentation.

Key Features

AI-powered business classification for risk categorization
Quote generation in approximately 90 seconds
Month-to-month and annual payment options
Paperless proof of coverage and digital certificates
Online policy management portal
Digital claim filing integrated with Pinnacol Assurance systems
Multi-state coverage support for employers expanding operations

Target Users: Small business employers (1-100+ employees), independent agents

At a Glance

Founded: 2017
Headquarters: Denver, Colorado
Employees: 11-50
Funding: Seed

Category & Focus

Category: Distribution & Sales
Subcategories: Quote-to-Bind Digital Storefront Embedded Insurance
Insurance Verticals: Workers Compensation
Target Customers: Employers, Agents/Agencies

Customers

Arbuckle & Co (Boulder, CO)
Rush's Auto Care (Steamboat Springs, CO)
Positive Rhetoric LLC (Denver, CO)

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Last updated: 2026-05-11