Innovation intelligence brief
Innovation intelligence brief
On-demand insurance for the things you love - Protect just the things you want - exactly when you want - entirely from your phone. Claims are as easy as sending a few text messages
What became of it
Completed · High confidence · Last verified 2026-10-17
As catalogued
On-demand, item-level micro-duration insurance that consumers could switch on and off in a mobile app, with chat-based claims.
2026 reality
Trōv no longer operates under its own brand, and trov.com does not resolve. Its embedded-insurance technology and most of its staff sit inside Travelers' Personal Insurance segment.
Trōv shut its direct-to-consumer app in 2019 and pivoted to a B2B embedded-insurance platform with APIs (customers included Suncorp, Lloyds Banking Group and Waymo). In February 2022 Travelers acquired its technology assets and team; terms were not disclosed.
consumer on-demand item cover failed to reach economic scale, so the company repositioned its stack as embedded-insurance infrastructure for partners. That technology was ultimately more valuable inside a carrier.
a reference case for the limits of standalone on-demand consumer insurance and for the value of embedded-insurance technology to incumbents.
Third taxonomy
REVIEW · Verified the 2019 B2C shutdown and B2B pivot and the 2022 Travelers acquisition of technology assets and team (Coverager, Insurance Business); trov.com confirmed not resolving. Added a corroborating source; no claims changed.
Documented evidence
Startseite
Mobile Distribution & Digital Claim Submission
Adding object
Adding object
Turn on and off
Protection
Claims
Mobile
Research interpretation
Classification paths, as catalogued, connect this example to the original insurance digitalization research models.