Roojai began by making Thai car insurance easier to buy online. A decade later, it owns the underwriting stack, serves hundreds of thousands of customers and is testing whether a digital insurer can feel more human when the road gets messy.
Founded in 1959 and still run by the Parrillo family, Safeway Insurance built a business worth hundreds of millions on the drivers big-name carriers pass over - sold through local agents, priced to be affordable, and advertised almost not at all.
The company that skipped the insurance agent, hired a British-accented lizard, and turned '15 minutes' into one of the most repeated sentences in American advertising.