Overview
SureBright is an embedded warranty and product protection platform for e-commerce merchants, marketplaces, and custom installers. The company provides warranty-as-a-service technology that enables merchants to offer extended warranty and accidental damage coverage at checkout without upfront cost or underwriting risk.
The platform delivers a RESTful API and pre-built integrations with major e-commerce platforms, allowing merchants to embed protection products into existing checkout flows. SureBright handles all operational complexity including financial risk, claims processing, customer support, and regulatory compliance. An AI-powered engine generates customized warranty products across 60+ merchandise categories including electronics, furniture, appliances, and specialty equipment.
Founded in 2021 and based in Toronto, SureBright serves more than 500 merchant brands across the US and Canada, with notable customers including Best Buy, Sennheiser, Zildjian, and Car Toys. The company raised USD 2.98M in seed funding from investors including Motivate Ventures, Panache Ventures, and Plug and Play, and participated in Y Combinator's S24 batch.
Products & Services
Extended Warranty
Coverage extending beyond manufacturer warranties, including power surge protection and accidental damage for electronics, furniture, appliances, and specialty equipment.
Key Features
- Multi-category coverage across 60+ merchandise verticals
- Zero upfront cost to merchant
- AI-powered product qualification and warranty generation
Target Users: E-commerce merchants and retailers
Accidental Warranty
Protection against customer-caused incidents such as spills, drops, and other accidental damage outside standard manufacturer coverage.
Key Features
- Covers post-purchase accidental incidents
- Embedded at point of sale
- Managed claims and customer support
Target Users: E-commerce merchants and retailers
Shipping Protection
Coverage for merchandise lost, damaged, or stolen during delivery from merchant to customer.
Key Features
- Covers loss, damage, and theft in transit
- Integrated into checkout flow
- Claims handled by SureBright
Target Users: E-commerce merchants
Whole System Warranty
Comprehensive protection program for custom-installed systems including home theater, smart home automation, audio/video, networking, and related installation labor. Launched in 2025.
Key Features
- Covers full installed systems including labor
- Designed for custom integrators and installers
- Offered through industry networks such as HTSA and ProSource
Target Users: Custom installation professionals and home integrators
At a Glance
- Founded
- 2021
- Headquarters
- Toronto, Ontario, Canada
- Employees
- 11-50
- Funding
- Seed
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Embedded Insurance Warranty-as-a-Service Product Protection
- Insurance Verticals
- Specialty/E&S
- Target Customers
- Carriers, Consumers
Customers
- Best Buy
- Sennheiser
- Zildjian
- SuperHandy
- Car Toys
- Magnum Bikes
- DMEsuperstore
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Last updated: 2026-05-18