Innovation intelligence brief
Innovation intelligence brief
On-demand life insurance that will last from take-off to landing
What became of it
Completed · Medium confidence · Last verified 2026-10-17
As catalogued
On-demand, mobile-first situational insurance, e.g. life cover lasting only for the duration of a flight, bought in an app.
2026 reality
Sure, Inc. markets itself as 'the AI layer for whitelabeled intelligent insurance': an AI and agentic platform with underwriting, rating, claims, servicing and payments components for carriers, brands and MGAs. It powers embedded programmes in auto, homeowners, renters, commercial, jewelry, rental and other lines across automotive, real estate, e-commerce, travel, fintech and gig-economy sectors.
Moved from a consumer on-demand insurance app (e.g. flight-duration life cover) to B2B embedded insurance infrastructure for brands and carriers, the model under which it raised a $100m Series C in October 2021; it is now positioned around AI and agentic workflows.
on-demand micro-policies proved hard to scale direct to consumers; selling the technology to brands and carriers for embedded programmes reaches far more customers.
one of the established US embedded-insurance infrastructure players; the agentic-AI positioning is the newest layer.
Third taxonomy
REVIEW · Confirmed the current AI-layer positioning on sureapp.com and evidenced the B2B embedded-infrastructure model with the October 2021 Series C (FinTech Global), added as a source. Replaced the milestone that mislabelled a 2026 website observation as a 'pivot' event.
Documented evidence
Startpage
Robo-Broker
Situational and Flexible
Mobile apps
Price in comparison to other products
Homepage 2019
Research interpretation
Classification paths, as catalogued, connect this example to the original insurance digitalization research models.