The insurance claim, rebuilt as a text message. A conversational platform that puts carrier, customer and adjuster on one thread.
THE PLATFORM. Hi Marley's Insurance Cloud - a claims conversation running over SMS, complete with photos, case details and sentiment cues, inside a single thread.
Nobody wakes up excited to file an insurance claim. It usually arrives on a bad day - a fender bender, a flooded basement, a tree through the roof. And for decades, the industry answered that moment the same way: a phone call, a hold queue, a game of voicemail tag between a policyholder and an adjuster who kept missing each other.
Hi Marley, a Boston-based insurtech founded in 2017, started with a plain observation. People text. They text their families, their coworkers, their dentists. So why did insurance still run on a channel most customers now avoid? The company's answer was to move the entire claims conversation onto SMS - the messaging app already sitting on every phone - and build insurance-grade software around it.
The result is what Hi Marley calls its Insurance Cloud: an "omni-party" conversational platform that connects carriers, policyholders, agents and service providers in a single text thread. An adjuster, a customer and a repair shop can all see the same conversation. Photos of a damaged car, a claim number, a status update - it lives in one place, on both sides.
Around that thread, Hi Marley layers the parts that make it more than a group chat: sentiment analysis that flags when a customer is frustrated, real-time translation so a policyholder can be helped in their own language, coaching prompts for adjusters, and workflow automation tuned to property and casualty insurance. The company's stated mission is almost startling for the sector - "to empower insurance to communicate simply, build trust and protect what people love."
At its simplest, Hi Marley lets an insurance carrier text its customers. But the value is in the specifics. A claims conversation is not a marketing blast; it is a sequence of steps - first notice of loss, documentation, inspection, settlement - each with rules, records and people who need to stay in the loop. Hi Marley encodes that flow so the messaging feels casual to the policyholder while staying structured and auditable for the carrier.
Hi Marley sells to property and casualty insurance carriers, not to consumers directly. Its customer list has grown past 130 carriers and includes four of the top ten US insurers. Publicly named users span American Family, MetLife, Auto-Owners, Erie, MAPFRE, Westfield, Encova, QBE North America, Plymouth Rock Assurance, Ohio Mutual and Assurant. The people who touch the product day to day are the carriers' adjusters and agents on one end, and their policyholders on the other.
Phone tag is the quiet tax on every claim. Calls get missed, cycle times stretch, and customers feel unheard at exactly the moment they are most stressed. By shifting to text - a channel with a roughly 98% open rate - Hi Marley reduces inbound calls and voicemails, shortens the time it takes to move a claim forward, and gives adjusters a written, translatable record instead of a scattered call log. Carriers report meaningful reductions in call volume and multi-day cuts to average cycle time.
We wanted to transform how people think about and interact with the industry. We wanted to make insurance lovable.
The omni-party conversational core that connects carrier, policyholder, agent and service provider in one SMS thread.
First Notice of Loss captured over text, letting a customer open a claim by messaging instead of calling.
A guided text experience for total-loss auto claims that cuts inbound calls during a hard moment.
Automation that streamlines property and general claims steps inside the messaging platform.
Sentiment analysis, coaching prompts and analytics that help adjusters handle conversations better.
Built-in multi-language translation in the thread, removing the need for separate interpreter services.
Generic messaging tools and call centers can move words between two people. Hi Marley's difference is context: it is designed for the P&C claim specifically, with insurance workflows, compliance-minded records and AI features tuned to the sector. Rather than trying to disrupt incumbents, it made itself the tool the largest carriers wanted to adopt.
The founders also brought industry credibility that is hard to fake. Before Hi Marley, the same core team built and sold an insurance software company, Futurity Group, to Aon - so the relationships and domain fluency were there from day one.
The alternatives? Other claims-experience and messaging platforms such as Snapsheet and EIS, general customer-messaging tools adapted for insurance, and carriers' own in-house systems.
Hi Marley is B2B SaaS. Carriers license the conversational platform on a subscription basis tied to how they use it across claims, service and communication.
Property and casualty insurance is enormous, essential and famously resistant to change. Its systems are built for durability, not delight, and customer communication has long been an afterthought. Hi Marley's wedge sits precisely at that gap - the moment of a claim, where the industry's reputation is made or lost, and where a better conversation pays off in both loyalty and operating cost.
The company's expertise is a blend of two things insurtech rarely combines: deep P&C domain knowledge from founders who have sold to Aon, and modern software craft - React, Node.js, MongoDB, AWS and an expanding set of AI capabilities. That pairing is why carriers trust it with something as sensitive as a customer's worst day.
Backers include Emergence Capital, True Ventures, Underscore VC and Bain Capital Ventures - investors who tend to fund category-defining enterprise software rather than quick flips.
Mike Greene brings together John Miller, Mitesh Suchak and mentor Judy Merante to build Futurity Group, an insurance software and services startup.
The founders' first company is acquired by Aon, deepening their P&C industry relationships.
The team launches Hi Marley in Boston to reinvent insurance communication and make the industry lovable.
True Ventures leads a Series A round, with Underscore VC participating, to scale the SMS platform.
Emergence Capital leads a Series B as carrier adoption and the user base grow quickly.
An additional financing round brings cumulative funding to roughly $53.75M.
Hi Marley and Ohio Mutual Insurance Group are selected for PropertyCasualty360's 2025 Insurance Luminaries.
It provides an intelligent conversational platform for property and casualty insurance, powered by SMS, that connects carriers, policyholders, agents and service providers in one text thread and adds AI features like sentiment analysis and real-time translation.
It was founded in 2017 in Boston by Mike Greene (CEO), Mitesh Suchak and John Miller - insurance veterans who had previously built and sold Futurity Group to Aon.
Property and casualty insurance carriers - 130+ of them, including four of the top ten US insurers such as American Family, MetLife, Auto-Owners, Erie and MAPFRE.
Roughly $53.75M in total, including an $8.7M Series A (2019) and a $25M Series B led by Emergence Capital (2021), with backers including True Ventures, Underscore VC and Bain Capital Ventures.
It is purpose-built for insurance claims and service, uses familiar text messaging rather than apps or phone calls, and adds insurance-specific workflows, AI coaching, sentiment analysis and translation to cut call volume and speed up claims.