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Cuvva – Mobile App for Instant Car Insurance

In View Summary

Cuvva has positioned itself as a lifestyle product that catering to need base insurance and offers the users something of real value when they actually require it.

Cuvva has positioned itself as a lifestyle product that allows users to get short term car insurance quickly and without hassle.

Launched in October 2015, Cuvva provides the UK’s first short-term or “episodic” car insurance which allows the app’s users to obtain comprehensive coverage on any car in the UK for as little as an hour. For example, Cuvva users can borrow a friend or family member’s car and get fully insured for as long as they need it without the traditional headache associated with short-term insurance. The app aims to reduce the time-consuming nature of securing temporary insurance to a simple three step process that is: 1) sign up, 2) get a quote and 3) purchase cover in less than one minute. It’s a totally digital experience all run from your smart phone.   Rick Huckstep, Editor and MD of The Digital Insurer in Europe also wrote a comprehensive piece on Cuvva at the end of 2015 on how Trov’s model and how it works.

According to Freddy Macnamara, CEO and Founder, Cuvva”Consumer expectations are that we should be able to get what we want, when we want and all from our personal devices. Why should car insurance be any different?

Cuvva is actually designed to be mobile first and promises the best possible customer experience. No surprise that getting covered on a car through the app actually only takes three clicks. The Cuvva app is available for download on iPhones operating iOS 8.1 and above. Once downloaded, users can choose how many hours they’d like to buy insurance. UK drivers aged between 21 and 65 years old can get fully covered for between one hour and 24 hours, provided they have a valid driving licence.

However, Cuvva is not a price driven application. Rather, it has positioned itself as a lifestyle product that delivers needs- based insurance and offers the users something of real value when they actually require it. Cuvva charges a price premium for the convenience it offers to the target customers.

Reported Benefits

Benefit to Customers



Benefit to the Insurer

  • Access to new “on demand” market segments
  • Able to service unique insurance needs
  • Business agility as a result of app store distribution and no offline presence
  • Competitive differentiation through customer-centric approach

The Digital Insurer's View

With the notion of On-Demand rapidly infiltrating the insurance industry, start-ups like Cuvva that have the comparative flexibility, ease of use and access through mobile devices makes their offering more promising and desirable in the eyes of digital customers. The market traction Cuvva has already generated re-enforces the need for insurers to create on-demand products that are quick, convenient, accessible and engages customers with a pricing proposition that is purely based on coverage when its needed.


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