About Assureful

The go-to insurer for
eCommerce business owners

Assureful cuts out arbitrary sales forecasts and annual upfront payments. You pay for what you sell, when you sell it, for the most accurate liability coverage.

You deserve so much more from your insurance provider

The shift from physical retail to eCommerce has left the insurance industry behind, and left eCommerce sellers without the service and care they need and expect.

  • Hours of paperwork
  • Multiple rejections
  • Sky-high premiums with unnecessary add-ons

The accepted norms that make securing liability insurance a panic-inducing process year after year.

You can’t afford to keep overpaying and time-wasting with cover based on arbitrary sales forecasts…

Only to discover at the end of the year that you’ve paid for too much coverage, or even worse – too little coverage that’s left your business underinsured and highly exposed.

Assureful offers accurate online seller insurance based on actual sales, eliminating the guesswork.

Our monthly-billed and pay-as-you-sell insurance ensures you maintain the right coverage without the stress.

You deserve the right coverage at the right price. From a provider who understands eCommerce

Our founders have experienced first hand the failings of the insurance market for online sellers – in terms of service and price – and the intense stress that causes.

When our Founder and experienced eCommerce entrepreneur, Rohit Nair, found himself paying tens of thousands of dollars more than necessary for his liability insurance – he had no power to recoup those dollars. This was something our Co-Founder Iain Watt witnessed time and time again during his years in financial services and insurance.

There was no insurance product out there built specifically to serve the eCommerce market.

So they decided to create that solution…

With Pay-as-you-sell liability insurance designed by, and for, eCommerce sellers.

Pay-as-you-sell liability insurance designed by, and for, eCommerce sellers.

Meet the Team

The insurance specialists with a passion for eCommerce

The team behind Assureful is driven by one goal: to make insurance simple and accessible for frustrated eCommerce sellers.

Rohit Nair

Rohit Nair

Founder & CEO

Experienced entrepreneur with multiple exits in health & wellness, eCommerce, and consumer tech.

Iain Watt

Iain Watt

Co-Founder & COO

Regulated industry veteran with 30+ years experience as a senior corporate leader at Deloitte, BP, Diageo, Philip Morris, and AXA.

Peter Glanfiend

Peter Glanfiend

Chief underwriting officer

20+ years of experience in insurance having held senior roles at ChinaRe’s Lloyd’s Syndicate 2088, and been part of the founding team at WR Berkley Europe.

Keaton Flanigan

Keaton Flanigan

Account Executive

With an extensive background in account management, Keaton is a nationally licensed insurance professional specializing in property and casualty, as well as surplus lines. He’s also the proud founder of the Flanigan Foundation.

Mike Stride

Mike Stride

Global Partnerships Manager

Experienced Partnerships Professional with 6+ years of success in orchestrating award-winning trade shows and events across the UK, US, and Europe, with a focus on Amazon, eCommerce, and Online Retail.

Roy Church

Roy Church

Senior Underwriter

Seasoned insurance professional qualified to Associate level, with Chartered Insurer status and 10+ years in underwriting.

Alex Champagne

Alex Champagne

VP of Growth

Former Amazon seller and Head of Sales at one of the world’s pre-eminent eCommerce M&A firms, Alex brings 15+ years of expertise in the eCommerce industry to drive growth at Assureful.

We're Hiring

We're Hiring

New positions are available.
Join our team.

The Values we stand for at Assureful


In everything we do.


With bespoke pricing for every customer


We simplify insurance for online sellers from start to finish.

Exceptional Experience

That relieves the insurance stress.

Our Technology

The right price – in real time

The team behind Assureful is driven by one goal: to make insurance simple and accessible for frustrated eCommerce sellers.

Our proprietary rating and pricing model gathers billions of data points from eCommerce platforms – to generate the right price in real-time.

Constantly updated with new data and honed using AI and machine learning, our pricing model is continuously refined to generate the best possible price for you.