# Lemonade101

‘Guns’ is a polarizing topic, which is why most companies avoid it at all costs. But Lemonade was founded to make insurance into a social good, which requires being upfront about what we think ‘good’ is, and is not.

We set out to design the Lemonade system in a way that would endure any kind of platform we throw at it, whether it’s a mobile app, a cash register, or a car navigation system.

Today, we’re announcing a first of its kind insurance policy. One that puts the power formerly reserved to brokers and agents in the hands of all Lemonade customers!

Three different policyholders did something that is pretty rare in an industry that often suffers from distrust between insurers and their customers.

It’s the craziest thing: in the State of New York, Lemonade appears to have overtaken Allstate, GEICO, Liberty Mutual, State Farm and the others in what is probably the single most critical market share metric of all.

It’s not easy being a chatbot. People think I’m not real, and it pains me sometimes to admit my AI has an alter-ego: me! Real Jim steps in on those claims that can’t be instantly paid.

Knowing you’re not in conflict with your insurer, and that you embellish claims at the expense of a cause you believe in, may change your behavior too, setting off a virtuous cycle.

Incumbents find the idea of a 560% price gap unsettling. Understandably. I get it. That’s why I’m writing this post.

His coat was stolen on a sub-zero Saturday night. He hoped it might turn up, but six freezing days later Brandon despaired of finding it and did something no one has ever done: he took out his iPhone 7 and set a world record.

I wrote this simple but powerful statement in green whiteboard marker on my window above my desk, during my very first week with Lemonade.

Team Lemonade embarked on a journey to fix a broken system. A system that, for centuries, wanted to protect you when things went wrong, but often put you through hurdles and obstacles and left you stranded.