First, Fire All The Brokers: How Lemonade, A Millennial-Loved Fintech Unicorn, Is Disrupting The Insurance Business

n the summer of 2017, a Los Angeles man in his mid-20s put on a necklace, blond wig and makeup and made a cellphone video describing how his camera and other electronics had been stolen. He submitted the video to his renters insurance provider,, which paid the $677 claim in two days. Three months later, dressed in jeans and a T-shirt and using a different name, email address and phone number, the same man submitted a video claim for a stolen $5,000 camera.

Lemonade cofounder, COO and President Shai Wininger previously started four other businesses, including Fiverr, an Israel-based global marketplace for freelance work.Not surprisingly, the founders cast their status as insurance industry outsiders as a plus, since it freed them to think differently. CEO Schreiber, 48, was born in Britain, raised in Israel, earned a law degree in London and started working on tech mergers at a Tel Aviv firm.

Holed up in a room with a whiteboard, the founders sketched out what an ideal insurer would look like—from a Millennial’s point of view. It would be online only , low-cost, easy to deal with and “trustworthy.” They weren’t naïve about needing insurance expertise and, in May 2015, recruited Ty Sagalow, a 36-year industry veteran, naming him chief insurance officer.

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