Estaly

Embedded affinity insurance for retail and e-commerce merchants

Distribution & Sales Startup Seed

Overview

Estaly is an embedded insurance distribution platform that enables retail and e-commerce merchants to offer product protection to customers at the point of purchase. The company operates under a super broker / Managing General Agent (MGA) model, controlling the full insurance value chain -- from pricing and underwriting through to claims settlement -- without requiring a traditional insurance license. Merchants integrate Estaly across online checkout flows and in-store point-of-sale systems across 15+ product verticals including bicycles, consumer electronics, furniture, optical products, and used goods.

The platform is delivered as a white-label SaaS product with API integrations into merchant e-commerce and POS systems. Estaly charges no installation fees to merchant partners and earns a commission on premiums written. A core differentiator is its claims handling speed: the company settles 97% of claims in under 24 hours, compared to industry norms of several weeks, supported by AI-assisted claims processing. Customers receive product buyback or replacement at Estaly cost in the event of a covered claim.

Founded in 2022 by HEC and Ecole Polytechnique graduates Mathis Batoul (CEO), Youssef Kanouni (COO), and Karim Mezzour (CTO), the company had grown to 300+ merchant partners across France, French overseas territories, and Belgium as of April 2024, with a 90% renewal rate. Estaly raised EUR 3.6M in seed funding in April 2024 from OneRagtime, CDG Invest (via the 212Founders program), and approximately 20 business angels, earmarked for product development, platform scaling, and expansion into Spain, Italy, Benelux, and the MENA region.

Products & Services

Embedded Affinity Insurance Platform

A white-label platform allowing retail and e-commerce merchants to offer product protection insurance at the point of purchase, both online and in-store. The platform handles underwriting, premium collection, and claims management end-to-end.

Key Features

Seamless integration with merchant checkout (online) and POS (in-store) systems
Coverage across 15+ product verticals (bicycles, electronics, furniture, optics, used goods)
Commission-based pricing with no installation fees for merchant partners
97% of claims settled in under 24 hours via AI-assisted processing

Target Users: Retail and e-commerce merchants seeking to offer product protection to their customers

Merchant Portal (store.estaly.co)

A dedicated portal for merchant partners to manage protection product offerings, track premium activity, and monitor claims outcomes.

Key Features

Product protection catalog management
Premium tracking and reporting
Claims monitoring dashboard

Target Users: Merchant partner teams and store managers

Customer Portal (customer.estaly.co)

A self-service portal for end customers (policyholders) to manage their protection plans and file claims.

Key Features

Policy management and document access
Claims filing and tracking
Self-service account management

Target Users: End consumers who purchased product protection through a merchant partner

At a Glance

Founded: 2022
Headquarters: Paris, France
Employees: 11-50
Funding: Seed

Category & Focus

Category: Distribution & Sales
Subcategories: Embedded Insurance Affinity Distribution Point-of-Sale Insurance
Insurance Verticals: P&C Personal Specialty/E&S
Target Customers: Carriers, MGAs/MGUs, Consumers