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AssureStart Expands Online Small Business Insurance Sales to Missouri

AssureStart, the technology startup that sells small business insurance coverage on the Internet, has opened for business in Missouri. AssureStart serves small businesses with one to 30 employees, an underserved and often overlooked segment of the commercial insurance market.

With 24/7 online availability, small businesses in Missouri can visit, get coverage recommendations and a rate quote, purchase a business owner’s policy and download the policy and a certificate of insurance – all in less than 10 minutes. Buying a business owner’s policy (which combines both general liability and business property coverage) through traditional insurance channels can take several days or more. With AssureStart’s efficient direct sales process, supported by all-new technology, the company is able to pass along savings in the form of lower rates.

“In an industry buried in paper, we offer a streamlined and paperless insurance-buying experience,” said Mike LaRocco, president and CEO of AssureStart.

“The emerging demographic of small business owners are working and living in a digital world. We’re meeting them online with affordable insurance solutions they can manage on their own,” said LaRocco. “With certificates of insurance available at the point of sale, a small business owner can open for business one day and present the necessary credentials to start working for a client the next.”

AssureStart’s proprietary platform and recommendation engine can be accessed via laptop, tablet or smartphone. At any point in the application process, prospective customers can contact a licensed insurance professional by phone, email or web chat to ask questions and receive more information.

AssureStart is backed by the financial strength of American Family Mutual Insurance Company, rated ‘A’ (Excellent) by A.M. Best. Policies are underwritten by Midvale Indemnity Co., a subsidiary of American Family.

The company formed in February 2013 and launched service in its first state in November 2013. In addition to Missouri, AssureStart currently sells business owner’s policies in six other states. It plans to expand to additional states covering 70 percent of the U.S. by the end of 2014, with a national footprint complete by mid-2015. Over time, AssureStart intends to enhance its product suite to include commercial auto and workers’ compensation insurance.

About AssureStart

Based in Seattle, AssureStart is dedicated to serving the insurance needs of small businesses with one to 30 employees. The company sells business owner’s policies (general liability and business property insurance coverage) direct to small businesses via its website, The website features a proprietary, easy-to-use recommendation engine and the ability to bind coverage online and download a certificate of insurance at the point of sale. AssureStart serves as the managing general agent for policies underwritten by Midvale Indemnity Company, an affiliate of Madison, Wis.-based American Family Insurance. Web:; Facebook:; Twitter:

About American Family

American Family Insurance offers auto insurance, homeowners insurance, life insurance, business and farm/ranch insurance in 19 states. American Family is the nation’s third-largest mutual property/casualty insurance company and ranks 393rd on the Fortune 500 list. Web:; Facebook:; Twitter:; YouTube:

Policies are underwritten by Midvale Indemnity Company, an affiliate of American Family Mutual Insurance Company, 6000 American Parkway, Madison WI 53783.

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