← Embedded Finance Index 2026

Sure

Also a provider — view Sure’s profile →

“Can an AI-native insurance platform let any brand become an insurance company on top of carrier paper?”

Founded2015
HQNew York, NY
IndustryInfrastructure / Insurance (Embedded Insurance Platform)

The story

Founded 2015 as an embedded insurance platform letting brands offer policies via APIs and white-label experiences (Connect). By 2025-2026 Sure repositioned as 'the AI layer for insurance,' bundling AI-native modules across the full insurance lifecycle. Sure remains a software vendor — not a carrier — with policies written on partner carrier paper (e.g. Assurant for renters insurance) and brokered through its licensed agencies.

Last 12 months

2025

Launched Sure Verify for live coverage verification.

Product timeline

2015

Founded in New York as a digital insurance platform.· launch

2025

Launched Sure Verify, a real-time coverage verification product for lenders, landlords, and carriers.· product

2026

Repositioned platform around AI-native modules (Underwriting AI, Rating AI, Claims AI, Service AI, Payments AI, Launch AI, Verify AI).· pivot

Regulated entities

regulatory licences held by Sure

Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.

The stack

2 layers disclosed in Sure’s embedded-finance stack

Payments / PSP

Sure Payments AI (self-operated)

Ledger

in the full report

Accounting gap: none

1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.

Sure — frequently asked

Who is Sure's payment processor?

Sure processes payments through Sure Payments AI (self-operated).

What ledger does Sure use?

Sure runs its ledger on Sure Payments AI ledger (in-house).

What is Sure's embedded finance stack?

The Embedded Finance Index 2026 maps 2 layers in Sure's stack: Payments / PSP (Sure Payments AI (self-operated)); Ledger (Sure Payments AI ledger (in-house)).

Where is Sure headquartered?

Sure is founded in 2015 and headquartered in New York, NY.

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