Waffle Labs
All-in-one digital insurance platform enabling consumers to compare, purchase, and manage multiple insurance products -- renters, pet, home, auto, cyber, and life -- through a single online experience.
Overview
Waffle Labs is a Boston-based insurtech company founded in 2018 by Michael Li, Quentin Coolen, and Sam Barnsley. The company operates a digital insurance platform and licensed insurance producer (National Producer Number 19499260) that enables consumers to research, compare, and purchase multiple insurance products through a single online interface. Waffle emerged from the Barclays Techstars and MIT Delta V accelerator programs and has built a platform designed to simplify the insurance buying experience with a stated goal of delivering quotes in under 90 seconds.
The platform functions as an independent distribution channel, partnering with vetted insurance carriers rather than underwriting policies directly. Waffle is licensed in all 50 US states and maintains a fully remote, globally distributed workforce. In 2024, the company launched the Passive Income for Insurance Producers Program (PIPP), extending its distribution model to licensed producers seeking additional revenue streams with minimal operational overhead.
Products & Services
All-in-One Insurance Platform
Consumer-facing digital platform aggregating multiple personal lines insurance products under one account. Customers can obtain quotes, purchase coverage, and manage existing policies through a unified online experience available 24/7 without geographic restrictions.
Renters Insurance
Digital renters insurance offering customizable personal property and liability coverage, accessible via an online application flow without agent involvement.
Pet Insurance
Comprehensive pet insurance for cats and dogs with customizable coverage tiers and digital claims management capabilities.
Home and Auto Insurance
Bundled home and auto insurance available in partnership with Nationwide, providing instant online quoting and purchase for homeowners seeking combined coverage options.
Personal Cyber Insurance
Personal cyber protection product developed in partnership with Chubb's Blink platform, initially targeting the gaming community and subsequently expanded to general consumers. Available in 44+ US states.
Term Life Insurance
Digital term life insurance products accessible through the platform for individual consumer protection needs.
Passive Income for Insurance Producers Program (PIPP)
A distribution partnership program launched in 2024 that enables licensed insurance producers to earn referral income by directing customers to the Waffle platform, with minimal setup or ongoing operational requirements on the producer's part.
At a Glance
- Founded
- 2018
- Headquarters
- Boston, Massachusetts, USA
- Employees
- 11-50
- Funding
- USD 10.5M (Seed)
Category & Focus
- Category
- Distribution & Marketplace
- Insurance Verticals
- Personal Lines Renters Home Auto Pet Life Cyber
- Target Customers
- Consumers, Insurance Producers
Last updated: 2026-05-18