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05

Selling Millennials Home Insurance Is Lemonade’s Novel Pitch

By Tony Seruga

The startup is trying to hook young renters and first-time homeowners with apps, chatbots, and a social-good play.

Home insurance may not seem like a natural business for a financial technology startup. It’s heavily regulated and dominated by established players. Where’s the potential for Silicon Valley-style growth? Yet Lemonade Inc. co-founders Daniel Schreiber and Shai Wininger are trying to use updated tech and millennial-friendly marketing to bring some buzz to a boring industry. The insurer has drawn big tech-oriented investors such as Japan’s SoftBank Group Corp., which led a $120 million funding round in December…

Selling Millennials Home Insurance Is Lemonade’s Novel Pitch

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