Category: Insurtech · Reviewed by Matt Bartlett, Director · Founder · Last reviewed 2026-06-05
Trōv (often written Trov) was a pioneering on-demand contents insurance proposition founded in 2012 by Scott Walchek and headquartered in Danville, California. It allowed users to switch insurance cover on individual personal possessions on and off by the day through a smartphone app. The consumer-facing operation was wound down in successive markets and Trov has since pivoted to a business-to-business technology platform for embedded insurance distribution.
Category: Insurtech Also known as: Trov Insurance, Trōv Established: 2012 (corporate); first insurance product launched 2016 (Australia and UK) Related concepts: Insurtech, Embedded insurance, Cuvva
Trov’s original product proposition was on-demand single-item personal possessions cover: a user would photograph and list items in the app (camera, laptop, bike) and could turn cover on and off by the swipe of a switch, paying only for cover during active days. The product was launched first in Australia (in partnership with Suncorp) and the United Kingdom (with Munich Re subsidiary Great Lakes Insurance SE acting as underwriter), and subsequently in the United States and Japan.
The Trov UK product was distributed by Trov Insurance Solutions (UK) Limited as an FCA-authorised intermediary, with the policy underwritten by Great Lakes Insurance SE (PRA-regulated UK branch of a German insurer). The current FCA Register entry should be consulted for the latest status. The UK consumer product was withdrawn in 2019. The Australian, US and Japanese consumer operations were progressively wound down.
The B2B platform Trov pivoted to delivers white-label embedded insurance distribution capabilities — APIs, policy administration, claims handling — to mobility and rideshare platforms, gig-economy platforms, and travel businesses. Notable partnerships announced included Waymo (autonomous vehicles), Lloyd’s and other major insurance partners.
The on-demand contents insurance category which Trov pioneered has been entered by other firms in various forms, but the pure on-demand consumer model has not achieved commercial scale in any major market. The B2B embedded insurance platform model is now the principal Trov business.
A typical Trov UK consumer use case (during 2016-2019): a freelance photographer turning on Trov cover for a £3,000 camera kit for a single day’s commercial shoot, paying perhaps £4.50 for the day, and turning the cover off at the end of the engagement.
This entry is part of the Apex Insurance Wiki. Last reviewed by Matt Bartlett on 2026-06-05. Next review: 2026-12-05.
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