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Confie sues Insurify over trademark keyword bidding. Confie and several of its subsidiaries filed a federal lawsuit against Insurify in November 2025, accusing the Cambridge-based online car insurance platform of trademark infringement, unfair competition, and deceptive business practices. The case, filed in the US District Court for the District of Massachusetts, seeks damages and injunctive relief to prevent Insurify from using the "Confie Marks" - a group of registered and common-law trademarks owned by Confie, one of the largest personal lines insurance distributors in the US. The trademarks at issue include Freeway, Cost-U-Less, Estrella, InsureOne, Oasis, USAgencies, and Velox. Confie says these brands reflect decades of development, significant marketing investment, and substantial goodwill. According to the complaint, Confie alleges that Insurify used its trademarks in online advertising campaigns to capture traffic from consumers searching for Confie brands as early as 2021. The plaintiffs claim Insurify purchased Confie trademarks as keywords through Google, Bing, and other search advertising programs. Consumers searching for Confie subsidiaries were allegedly directed to Insurify's website, creating confusion and suggesting an affiliation or endorsement. The complaint claims the conduct went beyond keyword bidding and amounted to a broader effort to mislead consumers through ads implying a relationship between the companies. "Upon learning of Insurify's unauthorized infringing uses of the Confie Marks in 2021, Confie promptly notified Insurify and demanded that Insurify stop its infringing use of the Confie Marks. Although Insurify initially seemed to cooperate and take corrective action, with the incidents of infringement declining in 2022 and 2023, Confie started to see new sporadic instances of infringement in 2024." The filings also describe communications between the parties. In early 2025, Confie's CMO, Joshua Marder, contacted Insurify's Vice President of Marketing, Andrew Huang, about alleged trademark misuse. While Insurify reportedly said it would address the issue, Confie claims the ads continued throughout 2025. Confie has since asked the court to issue a temporary restraining order to stop Insurify from using its trademarks in search advertising, keyword bidding, and sponsored content, and from displaying those marks on webpages that offer insurance quotes. Insurify opposed the request, arguing that there is no ongoing infringement because it has already paused bidding on Confie-related keywords, added the terms as negative keywords, disabled dynamic keyword insertion, and modified or removed the challenged website content. The company also said that keyword bidding on competitor terms is standard and lawful, that any remaining references are editorial and non-misleading, and that Confie's delay in seeking emergency relief undermines any claim of urgency or irreparable harm. "Confie has introduced more, new marks at every stage of this dispute - about a handful in pre-suit informal emails, then about twenty in the Complaint, and now over forty in its TRO papers. Each time Confie has raised a new complaint, Insurify has worked cooperatively with Confie to address it. And due to the escalating context in which Confie is now first notifying Insurify of new complaints, Insurify has taken extraordinary measures to appease Confie, including ceasing all keyword bidding (which is permissible and inactionable conduct) on all alleged Confie word marks and designating the same as negative keywords whilst it undertakes the complex and timeconsuming process of comprehensively auditing its massive digital advertising program, which consists of over 1,000,000 keywords sorted in 185 digital ad campaigns and 33,000 ad groups across multiple platforms." Insurify also argues that the lawsuit stems from a failed business relationship: "In apparent recognition of Insurify's success in the online insurance marketplace, in 2021, Confie engaged Insurify to generate insurance leads for Confie. However, Insurify terminated the relationship after a short duration because the high service fees that Confie levied on consumers resulted in an unacceptably low conversion rate. (Id.) When their attempt to partner with Insurify failed, jilted Confie commenced the course of conduct that has culminated in this suit." Confie is seeking an injunction and damages. The court, for now, has temporarily blocked Insurify from bidding on its trademarks until March 10, 2026, while both sides submit additional briefs on the keyword bidding issue. This gives Confie short-term protection, while Insurify focuses on compliance and preparing its technical and legal arguments for the next phase. Get Coverager to your inbox. A really good email covering top news. By Avi Ben-Hutta · Nov 24, 2025 By Avi Ben-Hutta · Apr 17, 2024 By Coverager · Dec 4, 2023 By Avi Ben-Hutta · Sep 21, 2023

Insurify starts ChatGPT app allowing consumers to shop for insurance. February 10, 2026 Online insurance agent Insurify said it has launched a ChatGPT app to allow consumers to compare and shop for insurance. Insurify said the app is the first insurance app in OpenAI's directory. "Shopping for car insurance has traditionally been time-consuming, confusing, and frustrating for many drivers," said Snejina Zacharia, founder and CEO of Insurify, in a statement. "With our new ChatGPT app, we're redefining the insurance shopping experience by making it feel as simple as having a conversation. Drivers can ask questions in plain language, explore personalized quotes, and review real customer feedback, all in one place." Within ChatGPT, users can access the Insurify app to see tailored rate estimates specific to their unique driver profile, including factors such as location, vehicle, age, credit, driving history, and coverage needs. It allows shoppers to compare options from top insurance companies in their area side by side, view key information about each insurer, and weigh trade-offs across price, customer service, coverage options, discounts, policy transparency, and overall value. When consumers are ready to purchase, they can continue the shopping experience on Insurify - a digital insurance agent licensed in all 50 states and Washington, D.C. - to finalize coverage and buy the policy. "People are increasingly turning to AI to help them make everyday decisions," Zacharia added. "We see this as a natural next step in our mission to make insurance shopping easier, more transparent, and more personalized." Insurify said its AI-powered technology has served over 196 million quotes and generated $200 billion in total coverage for auto, home, pet, and renters insurance. First? Auto? Home? Bindable? Insurify's media announcement on Monday states that Insurify "released the insurance industry's first ChatGPT app, allowing users to browse, research, and compare car insurance directly through the AI platform's new app library." Separately, several media outlets (including InsurTech Insights, Fintech Global and ReinsuranceNe.ws) reported that Tuio, a digital insurer in Spain, received approval from OpenAI for the first insurance provider - built AI application on ChatGPT. While a statement from OpenAI as to which was actually first was unavailable at press time, a Carrier Management search of ChatGPT's available apps for insurance revealed that the Tuio app is currently for home insurance shoppers and the Insurify app is for car insurance quote comparisons. (Editor's Note: A translated version of the Tuio Insurance website includes footers referring to a Tuio company that is an licensed insurance distributor and one that is an MGA, which has an agreement with Allianz Direct.) There is another ChatGPT app for insurance, Experian Insurance, offering "quick auto insurance estimates." The app descriptions provide additional information. * "Insurify helps you quickly discover personalized car insurance quotes based on your unique driver profile. Compare options, understand what you're likely to pay, and browse real customer reviews of top carriers, all in one simple, intuitive experience." * "Experian Insurance lets users explore auto insurance pricing directly inside ChatGPT with minimal input. By entering a 5-digit U.S. ZIP code, they receive geographically based insurance estimates from Experian's trusted carrier network. These estimates are not final prices, but localized starting points for comparison. Users can seamlessly continue to Experian to view bindable quotes and complete their purchase securely..." * Tuio Home Insurance Explorer "provides a transparent way to view and understand Tuio home insurance options directly within ChatGPT. This tool helps you visualize how a policy could be structured for a home, focusing on clarity and customization," the Tuio app says, listing features like a "coverage deep dive," immediate definitions of insurance concepts and "interactive customization" of limits and included coverages. "The [Tuio] app will generate a corresponding non-binding policy outline. You can then ask the assistant about coverage, ask to modify details or explain specific clauses to see how the coverage adapts to your needs and what options are available," the app description continues. "If you want to go further, the app will prompt you for the necessary details and prvide [SIC] a price estimate. For an official quote or policy issuance, users are directed to Tuio's official buying channels." "Use this app to design a potential policy configuration and learn about the protection details without any pressure or commitment," the Tuio app description states. "This tool is for informational and exploration purposes only, providing estimates based on the details shared in the chat. Official policy issuance requires verification through Tuio's site." Images accompanying the app descriptions suggest how ChatGPT users might interact with each of the apps. * "What's the estimated price for insuring my 75 square meters rental in Madrid?" asks a hypothetical Tuio app user. * "My ZIP code is 92626. I need an auto insurance quote," types an Experian user. * "Insurify, is Allstate or Progressive better in Texas?" and "Insurify, find me the best car insurance in Denver." are the sample prompts illustrated in the Insurify app description. ***A version of this article (without the discussion of ChatGPT insurance apps other than Insurify) was originally published by Insurance Journal. Was this article valuable?