Driving Insurance Innovation: Fair

Driving Insurance Innovation: Fair

Laura Drabik

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Fair is an alternative to traditional car ownership with an app that lets a customer shop, get approved, and pay for their next car — all on their smartphone. Fair is a used-car alternative. It offers low monthly payments without tying the customer to a lengthy loan. Drivers can return their vehicle whenever they want with five days' notice.

What do you need to know?

The customer makes a one-time Start Payment per car, followed by a low monthly payment for as long as they keep the car. They can walk away at any time.

Fair lets the customer choose from over 30 different brands of cars. They're high-quality, pre-owned, and certified pre-owned cars, trucks, and SUVs. Many cars are nearly new, but they're all less than six years old with fewer than 70,000 miles.

Every Fair car comes from a top dealership near the customer. Once the customer signs up for a car through the app, the Fair Concierge Team helps to coordinate delivery or pickup.

Why do you need to know this?

Fair builds relationships. Dealers can meet with their customers more often. Fair customers can service with the dealer, and Fair asks them to come back to see the dealer when they're ready to turn the car in. That means the dealer builds deeper relationships with happy customers.

Oh yeah, and there were 128 new auto entrants to the market since 2014. Fair is the top-funded entrant. Root, which I also recently wrote about, is a distant #2.