SureBright

What do they actually do

SureBright provides a turnkey warranty and shipping‑protection platform that retailers embed into product pages and checkout. It sells extended warranties, accidental‑damage protection, shipping insurance, and “whole‑system” warranties for assembled installs. The platform supplies the storefront widgets/apps, generates pricing and plan terms, handles claims, and gives customers a portal so merchants don’t have to operate the program themselves (source, source).

Merchants install prebuilt integrations for Shopify, BigCommerce, Magento, WooCommerce and several POS/platforms, with guided setup and theme hooks so offers appear on product pages and at checkout. Onboarding takes about 10 minutes, and SureBright uses AI to map SKUs to coverage classes and generate pricing for large catalogs. Customers can buy at checkout or post‑purchase, then file claims through SureBright’s portal; SureBright manages repair/shipping logistics (source, source).

Merchants earn a revenue share on each policy; SureBright publishes metrics like ~20.2% average warranty opt‑in and says payouts are real time with monthly reconciliation. The product is used by SMBs and enterprises across electronics, furniture, e‑bikes, appliances and more; examples and partners on their site include Blackstone, Magnum Bikes, WalkingPad, plus a distribution relationship with ProSource covering 575+ members. They also note “500+ brands” and that over 5 million consumers view their offers each month (source, source, source).

Who are their target customer(s)

• Small-to-medium online merchants selling durable goods: They miss out on post‑sale revenue and often handle returns and repairs themselves, which cuts margins and consumes support time.
• Installers and custom integrators (AV, smart‑home, HVAC, home theater): They struggle to offer a single warranty across multi‑component installs and end up managing fragmented paperwork, service coordination, and liability exposure.
• Buying groups, distributors, and reseller networks: They need a consistent protection program across many member stores but lack a turnkey solution; ad hoc setups lose revenue and reduce control.
• Enterprise/multi‑store merchants and headless storefronts: They have large catalogs and complex stacks; mapping SKUs to the right coverage and keeping offers accurate at scale is slow and costly.
• Insurers and insurtech partners seeking retail distribution: Integrations into many retailers are slow and expensive; they need faster onboarding and better data to underwrite and scale policies through merchant channels.

How would they acquire their first 10, 50, and 100 customers

• First 10: Targeted pilots with durable‑goods Shopify/WooCommerce stores and installers, offering guided setup and real‑time payouts to demonstrate revenue lift and reduced returns effort quickly (source, source).
• First 50: Convert successful pilots into small buying‑group and distributor rollouts, using co‑branded onboarding waves and a single integration pushed to many member stores; publish early wins and a repeatable playbook.
• First 100: Open the API/GraphQL pathway for headless, enterprise, and marketplace integrations and sign aggregator partners so one integration yields many storefronts; invest in automated SKU→coverage mapping and self‑serve docs to keep onboarding fast (source, source).

What is the rough total addressable market

Top-down context:

Extended warranties and shipping protection tied to online sales of durable goods (electronics, appliances, furniture, e‑bikes) across North America are widely offered add‑ons at product and checkout, both in e‑commerce and POS.

Bottom-up calculation:

Assuming ~35,000 target NA merchants/installers with ~$2M in eligible annual GMV each yields ~$70B in eligible sales; at a 20% attach rate and an average warranty price of 10% of item price, that implies roughly $1.4B in gross premiums. At a 15% platform take‑rate, this equates to about $210M in annual platform revenue opportunity.

Assumptions:

• ~35,000 target merchants/installers in North America with eligible products; ~$2M average eligible GMV per merchant per year
• 20% average warranty attach rate, consistent with SureBright’s published conversion figures (source)
• Average warranty price equals ~10% of item price; platform take‑rate modeled at 15% for estimation

Who are some of their notable competitors

• Extend: E‑commerce extended warranty platform with prebuilt integrations and retailer partnerships; a leading independent provider for online stores.
• Clyde (Cover Genius): Offers extended warranties and protection plans for online retailers with checkout integrations and insurer backing via Cover Genius.
• Mulberry: Extended warranty programs for e‑commerce merchants with Shopify and API integrations; focuses on flexible offers and consumer experience.
• Route: Shipping protection and package tracking embedded at checkout; overlaps on shipping insurance that merchants can offer to customers.
• Allstate Protection Plans (SquareTrade): Large incumbent warranty provider with broad retailer relationships across electronics, appliances, and furniture.