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  • Protect your possessions with selfies and swipes
  • Protect your possessions with selfies and swipes
    EventPhotosNYC, Creative Commons (2016) ©

Trōv: flexible insurance for flighty Gen Yers

Trōv is aiming to make insurance more appealing to Gen Yers by ditching complicated policies, instead providing simple and flexible protection through an easy-to-use app. But can it win over a generation of consumers who still see coverage as an optional extra rather than a necessity?

Location North America / Northern Europe / Oceania

“None of my possessions are insured, but it’s something I’ve been considering,” says 24-year-old Londoner Alec. “I’m at that age where I’m not young enough to act ignorant to these things, but I’m not grown up enough to actually go to the bank and set it up. It's scary, but it’s stupid not to protect myself.” [1] Alec’s situation reflects that of many other Gen Yers, who’ve been largely ignored and poorly served by traditional insurers that offer confusing policies with annual premiums. Can insurance start-up Trōv prove to them that getting coverage doesn't have to be ...



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