About Just Insure
Car insurance that's Just.
Priced on how you drive, not on who you are.
Our goal
Driving change
Just (adjective): “based on or behaving according to what is morally right and fair.”
Most auto insurance is not. It prices you on things you cannot control and that do not cause accidents: your age, your gender, your zip code, whether you own a home, whether you have had a gap in coverage. Over the past five years the cost of personal auto insurance in the U.S. has risen more than 40%, and the people hit hardest are the ones who can least afford it: cost-conscious, low-mileage drivers, many of whom are perfectly safe behind the wheel.
You are an individual. It is right, and fair, and moral, and yes, Just, that your rate reflects your choices.
Our founders both lost people they loved to road accidents. That is why this company exists: to make roads safer by making safe driving worth something, and to make insurance affordable for the drivers the industry has written off.
How it works
Behavior, measured. Not assumed.
We measure real driving
Your phone captures how you actually drive: speed, harsh braking, distraction, time of day, and the miles you cover. No guesswork, no proxies.
AI turns it into your price
Just Insure's machine learning models learn directly from millions of real driver trips, so we can spot a safe driver far more accurately than a credit score or a zip code ever could.
You see it in your rate
On a 90-day policy cycle, safe driving shows up in your price quickly. Drive less and drive well, and you pay less. That is the whole idea.
Where we operate
Live in two states, launching in two more
Arizona & Nevada
Insuring drivers across Phoenix, Tucson and Mesa, and across Las Vegas, Reno and Henderson, with 40+ independent agency partners appointed since launch.
Georgia & Indiana
Both states are next on our expansion map. Join the waitlist and we will tell you the moment you can get a Just quote where you live.
Leadership
The team
Co-founder & CEO
Robert Smithson
Five-time co-founder. Big wins at Arete Research, Genius Sports and PythonAnywhere; Crowdscores lost to the pandemic; now building Just Insure.
Co-founder & COO
Murray Macdonald
Two decades across insurance and technology. Scaled two startups and led industry-wide innovation at Neon.
Chief Financial Officer
David Biewer
Former CFO of Esurance, with finance leadership roles at Allstate and Pacific Specialty.
Chairman
Gary Tolman
Former CEO of Esurance, which he led through its sale to Allstate. Co-founder and CEO of Noblr, acquired by USAA.
Our investors
Backed by people who bet on fairer insurance
Our Series A was led by Trust Ventures, alongside the investors who have backed Just since the earliest days.
See what a fair rate looks like.
Get a quote in minutes in Arizona and Nevada, or join the waitlist for Georgia and Indiana.
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