Metromile \USA

Metromile pioneered pay-per-mile auto insurance, targeting low-mileage drivers who were overpaying for traditional fixed-premium policies. Founded in 2011, they leveraged telematics (a plug-in device tracking actual miles driven) to offer usage-based insurance (UBI) at a time when IoT hardware was becoming affordable and data analytics were maturing. The value proposition was compelling: why pay $150/month if you only drive 5,000 miles/year versus 15,000? They aimed to disrupt the $300B+ U.S. auto insurance market by unbundling risk from arbitrary demographic proxies and tying it directly to exposure. The 'why now' in 2011 was the convergence of smartphone penetration, affordable GPS/cellular modules, cloud infrastructure for real-time data processing, and growing consumer acceptance of usage-based pricing (Zipcar, Uber were normalizing pay-per-use models). Metromile went public via SPAC in 2021 at a $1.3B valuation, then collapsed into acquisition by Lemonade in 2022 for just $145M in stock—a 90% haircut. They raised $295M, achieved carrier licenses in multiple states, processed billions of miles of driving data, yet failed to achieve sustainable unit economics or escape the regulatory and capital intensity of insurance underwriting.

SECTOR Financials
PRODUCT TYPE IoT
TOTAL CASH BURNED $295.0M
FOUNDING YEAR 2011
END YEAR 2022

Discover the reason behind the shutdown and the market before & today

Failure Analysis

Failure Analysis

Metromile died from the iron triangle of insurance economics: adverse selection, capital intensity, and commoditization. First, adverse selection: their pay-per-mile model attracted exactly the...

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Market Analysis

Market Analysis

The auto insurance market today is $330B in the U.S., but it is undergoing structural shifts that make a Metromile-style rebuild both harder and...

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Startup Learnings

Startup Learnings

Telematics data is not a moat in insurance. By 2015, every major carrier had launched usage-based programs using smartphone apps (no hardware needed). The...

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Market Potential

Market Potential

The U.S. auto insurance market is $330B annually, and 20-30% of drivers are low-mileage (under 7,500 miles/year), representing a $65-100B TAM. However, market potential...

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Difficulty

Difficulty

In 2011, building Metromile required custom hardware design (OBD-II dongles with cellular modems), carrier partnerships for data transmission, actuarial modeling infrastructure, state-by-state insurance licensing,...

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Scalability

Scalability

Insurance is fundamentally a low-scalability business model due to linear unit economics and regulatory capital requirements. Each new customer requires underwriting, claims reserves, and...

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Rebuild & monetization strategy: Resurrect the company

Pivot Concept

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An embedded insurance API for gig economy platforms (Uber, DoorDash, Instacart) that provides real-time, usage-based coverage switching between personal and commercial auto insurance. Instead of selling directly to consumers (high CAC, adverse selection), MileShift partners with gig platforms to offer seamless insurance as a platform feature. When a driver toggles 'available' in the Uber app, MileShift's API automatically activates commercial coverage; when they toggle off, it reverts to personal rates. Pricing is per-minute or per-mile, billed weekly via platform payouts. The wedge is solving a painful regulatory gap: gig workers are underinsured (personal policies exclude commercial use) but cannot afford separate commercial policies. MileShift uses smartphone telematics (no hardware), real-time risk scoring via AI (analyzing driving behavior, time of day, route risk), and an MGA model (partnering with a fronting carrier like Munich Re or Berkshire Hathaway to hold reserves). Revenue is a 15-20% take rate on premiums, plus data licensing to platforms for safety scoring. The moat is platform lock-in: once integrated into Uber/DoorDash, switching costs are high, and MileShift captures proprietary data on gig worker risk profiles that incumbents lack. Modern tech stack eliminates Metromile's hardware and capital intensity while targeting a growing, underserved segment (12M+ gig workers in the U.S.).

Suggested Technologies

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Next.js + Vercel for customer dashboard and platform integrationsSupabase (Postgres + Auth) for user data and policy managementTwilio Segment for event tracking (app toggles, trip data)Telematics SDK: Zendrive or Cambridge Mobile Telematics for smartphone-based driving data (no hardware)Stripe for payment processing and weekly billing via platform payoutsAWS Lambda + Step Functions for real-time policy switching and claims triageLLM (Claude 3.5 Sonnet via Anthropic API) for claims intake, fraud detection, and customer supportFronting carrier API: Partner with Boost Insurance or Sure for MGA infrastructure (policy issuance, compliance, reserves)Actuarial modeling: Cytora or Shift Technology APIs for real-time risk scoringRetool for internal ops dashboard (underwriting, claims review)

Execution Plan

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Phase 1

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Step 1 - Wedge Product for Single Platform: Partner with one gig platform (e.g., a regional delivery app or micromobility company like Lime/Bird) to pilot embedded insurance for 1,000 workers in a single state (California or Texas). Build API integration that auto-activates coverage when workers clock in. Use a fronting carrier (Boost or Sure) to handle underwriting and reserves. Validate that real-time switching reduces claims frequency by 15-20% versus traditional policies. Prove unit economics: target 75% loss ratio, 15% take rate on premiums, $50 average monthly premium per worker. Timeline: 6 months, $200K in funding (pre-seed).

Phase 2

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Step 2 - Validation and Actuarial Refinement: Expand to 10,000 workers across 3 platforms (delivery, rideshare, micromobility). Use 6 months of claims data to train AI risk models: predict accident likelihood based on time of day, route density, weather, and driving behavior (hard braking, speeding). Integrate LLM-powered claims triage to reduce processing time from 7 days to 24 hours. Achieve 70% loss ratio and prove CAC payback within 4 months (via platform revenue share, not direct marketing). Secure Series A ($3M) to expand to 5 states and hire actuarial team. Timeline: 12 months.

Phase 3

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Step 3 - Platform Expansion and API Productization: Launch self-serve API for mid-sized gig platforms (100K+ workers) to integrate MileShift in 2 weeks. Build Stripe-like developer experience: sandbox environment, webhooks for policy events, embeddable UI components for in-app insurance enrollment. Expand to 10 states and 100K covered workers. Negotiate revenue share with platforms (they take 5%, MileShift takes 15%, carrier takes 80% of premiums). Launch data licensing product: sell anonymized risk insights to platforms for driver safety scoring and fleet optimization. Achieve $10M ARR, 65% loss ratio. Raise Series B ($15M) for national expansion. Timeline: 18 months.

Phase 4

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Step 4 - Moat via Vertical Integration and Reinsurance: Transition from MGA to licensed carrier in 3-5 high-volume states (CA, TX, FL) to capture full underwriting profit (not just take rate). Partner with reinsurers (Munich Re, Swiss Re) to offload tail risk while retaining data ownership. Launch adjacent products: commercial auto for small fleets, micro-insurance for e-bikes/scooters, embedded coverage for EV charging networks. Build proprietary actuarial models using 5+ years of gig worker data that incumbents cannot replicate. Achieve $100M ARR, 60% loss ratio, and become the default insurance layer for the gig economy. Exit via acquisition by a major insurer (Allstate, Progressive) or IPO at $1B+ valuation. Timeline: 36+ months.

Monetization Strategy

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Revenue model is a 15-20% take rate on insurance premiums, structured as a platform fee. Example: a gig worker pays $80/month in blended personal/commercial coverage; MileShift takes $12-16, the fronting carrier takes $64-68 (covers claims, reserves, compliance). Additional revenue streams: (1) Data licensing: sell anonymized driving behavior and risk insights to gig platforms for $5-10 per worker per year (safety scoring, route optimization). (2) Claims processing SaaS: license the LLM-powered claims triage system to other insurers as a B2B product ($50K-200K annual contracts). (3) Reinsurance profit-sharing: as volume scales, negotiate 10-20% of underwriting profit from reinsurers in exchange for proprietary risk models. Target unit economics: $50 average monthly premium per worker, 15% take rate = $7.50 revenue per worker per month, 70% loss ratio, $2 CAC (via platform partnerships, not ads), 18-month LTV = $135, LTV/CAC = 67x. At 500K covered workers, that is $45M ARR with 40% net margins (after platform rev share and ops costs). The key is avoiding Metromile's mistake: do not hold risk on your balance sheet until you have 5+ years of actuarial data and $50M+ in reserves. Stay as an MGA and take rate on premiums, not underwriting risk.

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