SYS-CON MEDIA Authors: Mat Mathews, Newswire, David Smith, Tim Crawford, Kevin Benedict

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AssureStart Establishes Company Headquarters in Seattle

AssureStart, a technology startup focused on serving the property and liability insurance needs of small businesses, has established its headquarters in the Merrill Place Building at 411 First Avenue South, in Seattle’s historic Pioneer Square.

AssureStart is reinventing the way small business owners buy insurance. Through the company’s website,, small businesses can apply, get coverage recommendations and rate quotes, purchase a business owner’s policy and download a certificate of insurance in less than 10 minutes. A business owner’s policy combines two essential coverages – general liability and business property insurance – in a single contract.

Backed by ‘A’-rated American Family Insurance, AssureStart opened for business in Texas in November 2013. Since then, Pennsylvania and Maryland have come online. AssureStart is expected to launch in Washington State in coming weeks.

“As the next generation of entrepreneurs turns to the digital world to manage their small businesses, AssureStart wants to be right there with them,” said Mike LaRocco, AssureStart president and CEO. “With technology at the heart of our company, we chose Seattle as our base of operations to leverage the talent, creativity and innovative spirit of the region.” LaRocco previously held leadership roles at Firemen’s Fund Insurance Company, Safeco, GEICO and Progressive.

AssureStart’s office in Pioneer Square features 8,400 square feet of open, collaborative work space for the company’s 19 Seattle-based employees.

About AssureStart

Based in Seattle, AssureStart is dedicated to serving the insurance needs of small businesses with fewer than 25 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, a subsidiary 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:

At the end of 2012, American Family reported policyholder equity of $6.1 billion, with assets of $17.9 billion. The company employs 7,000 people, and sells its products through 3,500 exclusive independent contractor agents.

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