Auto Insurer Apparent Insurance Launches to Serve Parents and Families

Backed by Admiral Group, the new brand provides specialized coverage and services for parents at every stage of their lives, with plans, features, and discounts that evolve with the families they protect.

(Image source: Apparent Insurance homepage.)

Apparent Insurance has launched as a new auto insurance brand “designed for parents by parents” focused on serving parents and their families. Debuting with coverage for the state of Texas, Apparent Insurance’s launch announcement says that it was established to provide specialized coverage and services for parents at every stage of their lives and that the plans, features, and discounts evolve alongside the families they protect. Apparent is backed by Admiral Group (Cardiff, Wales) and managed by Platinum General Agency, owned by Admiral subsidiary Elephant Insurance Services, LLC. ; Apparent’s products are underwritten by Redpoint County Mutual Insurance Company (Henrico, Va.) and reinsured by Elephant.

Colleen Benzin, Managing Director, Apparent Insurance.

“To shape our company, we collaborated directly with parents, creating an ongoing advisory panel,” comments Colleen Benzin, managing director, Apparent Insurance. “We began by talking to parents about coverage challenges, and their expectations of an auto insurer. They told us they want an experience that evolves as their family does, we listened and worked with them to do just that. And we’re excited this same panel will continue to help us develop relevant features and services for Apparent.”

Apparent Insurance reports that it offers tailored features, discounts and services that are relevant to parents with children of all ages, including car seat and stroller replacement, family-size car rental after an accident, a Teen Driver App, Smart Roadside Assistance, student-away-at-school and good-grade discounts, plus at-home mechanic services.“We felt it was crucial to bring unique services to our parents such as our Teen Driver App and Smart Roadside Assistance,” Benzin comments.“By working with some of the best third-party partners in the business, we seamlessly provide technology that we know will truly help put parents’ minds at ease when it comes to their families on the road. Furthermore, we are using digital media resources such as social media channels like Facebook and Twitter, to keep a simple line of communication open to the parents we serve.”

Leveraging Technology Integral to Apparent

“Leveraging technology has been integral to Apparent Insurance from conception to launch,” Benzin continues.“We’ve created Apparent to give families savings and peace of mind at every life stage, and we feel that utilizing easily accessible technology is paramount to a more personalized experience for the customer. A great example is our quote journey which customizes our recommendations based on insights we gain about the families we serve.”

Benzin says that Apparent seeks to enable its customers to connect with the company easily and at their own pace. “We have multiple touchpoints where customers can access us the way that’s most comfortable and convenient for them,  on the phone with one of our Insurance Specialists, using our online chat function, or through our online portal where they can manage their account without talking to us at all,” she explains.

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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