Informed Insurance
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    • Investors
    • Partners
    • Team
    • Leadership
    • Communications
    • FAQ
    • Contact Us
Informed Insurance
  • Home
  • Investors
  • Partners
  • Team
  • Leadership
  • Communications
  • FAQ
  • Contact Us

Frequently Asked Questions

What is Informed Insurance?

We are insurance experts that prioritize helping homeowners make better decisions about their insurance to avoid adverse outcomes from having the wrong coverage. 

How does Informed help?

We provide the resources necessary to make informed decisions rather than focus solely on price and can customize this for one’s individual circumstances. See here for an example.

Why now?

The problem of underinsurance continues to get worse. First, insurers have meaningfully reduced coverage in recent years. Additionally, inflation and climate change create more risk for homeowners.

Who is on your executive team?

Our CEO is Ian Gutterman, our COO is Jim Farmer and our CMO is Denise Lauer. You can read more about what makes our team so exceptional here.

Are you going to sell your own insurance policies?

No, we will operate as an independent insurance agency selling personal lines products (home, auto, umbrella, etc.) for other carriers online.

How will you make money?

We will earn a commission when we sell a policy.

Do I have to buy a policy to use your site?

No, we believe general information should be a free resource for consumers. We also can provide personalized advice if you buy a policy.

What are your key financial metrics?

Our most important metric is lifetime value of a customer (LTV). We can improve our LTV by increasing our retention, lowering our customer acquisition cost, and increasing our sales of non-home products such as auto.

How do you measure financial success?

We are focused on cash flow and limiting the amount of burn needed before becoming self financing.

How much money are you looking to raise?

We have launched a seed round for up to $5M. Contact us for an investor meeting if you'd like to learn more.

What will you spend the capital raise on?

Our priorities are making key hires, establishing an advertising budget, and opening the agency.

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