AssureStart, a Seattle-based technology startup that sells general liability and property insurance to small businesses on the Internet, has expanded its service footprint to include Colorado, Missouri and Oregon.

This brings to seven the number of states where AssureStart currently offers small business insurance coverage.

Formed in February 2013, AssureStart launched service in its first state, Texas, nine months later. Washington, Maryland and Pennsylvania came online in February 2014.

“With our recent rollout in Colorado, Missouri and Oregon, we are on a trajectory to cover 70 percent of the U.S. by the end of this year, and complete our national footprint by mid-2015,” said Mike LaRocco, AssureStart president and chief executive officer.

(Editor’s Note: LaRocco was CEO of Fireman’s Fund from 2007-2010, and president and chief operating officer of Safeco before that.)

“Our online technology platform is scalable and can be updated quickly as we receive new state regulatory approvals,” LaRocco said in a statement.

AssureStart is exclusively focused on serving the insurance needs of small businesses with one to 30 employees. By answering a few questions at, qualified small businesses can get coverage recommendations and rate quotes, purchase a business owner’s policy and download the policy and a certificate of insuranceā€” all in less than 10 minutes.

With AssureStart’s efficient direct sales process, the company says it is is able to pass along savings in the form of lower rates.

Over time, AssureStart intends to expand its product suite to include commercial auto and workers’ compensation insurance.

AssureStart is backed by the financial strength of American Family Mutual Insurance Company, rated ‘A’ (Excellent) by A.M. Best. Policies are underwritten by Midvale Indemnity Company, an affiliate of American Family.

Source: AssureStart