{"id":18261,"date":"2021-10-11T13:31:55","date_gmt":"2021-10-11T13:31:55","guid":{"rendered":"https:\/\/www.lemonade.com\/blog\/?p=18261"},"modified":"2023-01-25T12:59:04","modified_gmt":"2023-01-25T12:59:04","slug":"lemonade-turns-5","status":"publish","type":"post","link":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/","title":{"rendered":"How Lemonade Became a Precocious 5-Year-Old"},"content":{"rendered":"\n<p id=\"43d6\">It was 5 years ago today that we sold the first&nbsp;<a href=\"https:\/\/www.lemonade.com\/\" target=\"_blank\" rel=\"noopener\">Lemonade<\/a>&nbsp;policy, and 5 years is the federal statute of limitations, so\u2026 I figure now might be a good time to spill the beans, settle scores, and fess up with impunity!<\/p>\n\n\n\n<p id=\"aa45\">To wit, in a worldwide exclusive, I\u2019m sharing excerpts from \u2018Starlog,\u2019 a private repository Shai and I created when we started Lemonade.<\/p>\n\n\n\n<p id=\"1d81\">Ever since that fateful day, we have treated Starlog as our personal diary, where we record significant milestones, photos and commentary for our eyes only. Today I\u2019m opening that archive and sharing undoctored screen shots. Some entries will forever remain entombed \u2014 mainly to protect the innocent \u2014 but many accompany this post untouched. No one on our team has ever seen Starlog, and our board doesn\u2019t know it exists.<\/p>\n\n\n\n<p id=\"8059\">I guess they do now.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"634\" height=\"1066\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel1.jpg\" alt=\"\" class=\"wp-image-18262\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel1.jpg 634w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel1-178x300.jpg 178w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel1-609x1024.jpg 609w\" sizes=\"auto, (max-width: 634px) 100vw, 634px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">5 Stars<\/h3>\n\n\n\n<p>Let\u2019s start with the obvious: our first 5 years exceeded our wildest fantasies. Two (admittedly cherry-picked) stats show why:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>We hit one million paying customers faster than Netflix, Spotify, or Amazon did, and 5\u201310 times faster than the most formidable insurers in the U.S. (Allstate, GEICO, State Farm, USAA).<\/li><li>At a 150% compound annual growth rate, our top line accelerated faster in our first 5 years than did Facebook\u2019s, Amazon\u2019s, or Apple\u2019s.<\/li><\/ul>\n\n\n\n<p id=\"8b82\">Along the way, Lemonade listed on the New York Stock Exchange, securing a multi-billion-dollar valuation and a 100X return for those who invested with us in the early days.<\/p>\n\n\n\n<p id=\"44c4\">That last point is perhaps the most rewarding \u2014 and I don\u2019t mean in the dollars-and-cents sense. As founders, there is nothing quite so gratifying as seeing those who threw their lot in with us \u2014 investors and teammates alike \u2014 requited. Committing capital and careers to Lemonade at such an early stage was a deeply personal bet, and we held our breath until it paid out. More than anything else, our IPO allowed us to exhale.<\/p>\n\n\n\n<p id=\"059b\">After all, in the early days, it was a rare breed of industry-commentator who was willing to publicly declare their faith in what we were setting out to do.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel2.jpg\" alt=\"\" class=\"wp-image-18263\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel2.jpg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel2-300x84.jpg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel2-1024x285.jpg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel2-768x214.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<p id=\"76a6\">Far more prevalent were those offering prophecies of doom.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel3.jpg\" alt=\"\" class=\"wp-image-18264\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel3.jpg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel3-300x152.jpg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel3-1024x517.jpg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel3-768x388.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<p id=\"0ff4\">While it\u2019s tempting (and fair game, I think) to take cheap shots at the talking heads who sought to toast and profit from our demise, I do understand their skepticism, and \u2014 in my more generous moments \u2014 am grateful that their soundtrack accompanies our journey.<\/p>\n\n\n\n<p id=\"bb79\">For one: Lemonade&nbsp;<em>was<\/em>&nbsp;a high stakes proposition for a bunch of reasons (and for a bunch of years), and things could absolutely have turned out differently, vindicating their nastygrams.&nbsp;<em>There, but for the grace of God<\/em>, and all that.<\/p>\n\n\n\n<p id=\"73fb\">For another: The race is not yet run, and things&nbsp;<em>still could<\/em>&nbsp;turn out differently. Yes, Lemonade has cleared early hurdles and racked up important wins, but as measured against our aspirations, it\u2019s&nbsp;<em>way way<\/em>&nbsp;too early to take a victory lap.<\/p>\n\n\n\n<p id=\"61aa\">If, as I hope we will in the coming years, we grow 100X from where we are today \u2014 State Farm would still tower over us.&nbsp;<strong>We\u2019re less than 1% of the way to being 50% of their size!<\/strong><\/p>\n\n\n\n<p id=\"e0f7\">Gulp.<\/p>\n\n\n\n<p id=\"650d\">So while we\u2019re drawn to the stats and comps that frame our first 5 years in the best possible light, we also pay heed to our critics\u2019 mantra: \u2018the glass is half empty.\u2019 It\u2019s humbling, it focuses us on the work ahead, and it helps us build a better, more grounded, and more valuable enterprise. After all, we all know what cometh after pride.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5d0e\">The Prequel<\/h3>\n\n\n\n<p id=\"4758\">But I\u2019m getting ahead of myself. A lot happened before we could even launch Lemonade, let alone hope to confound its critics.<\/p>\n\n\n\n<p id=\"5b65\">While we sold our first policy 5 years ago today,&nbsp;<em>coding<\/em>&nbsp;Lemonade kicked off exactly 365 days earlier \u2014 a coincidence I discovered when combing through Starlog.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"405\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel4.jpg\" alt=\"\" class=\"wp-image-18265\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel4.jpg 1000w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel4-300x122.jpg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel4-768x311.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p id=\"8984\">Before we decided to code the entire stack \u2014 start to finish \u2014 from scratch, we evaluated all the existing software vendors and solutions that insurance companies use. Shai sat through about 10 lengthy pitches, with each vendor explaining why their all-encompassing tech \u2014 that would set us back more than a million dollars and 12\u201318 months \u2014 was the way to go.<\/p>\n\n\n\n<p id=\"f0be\">Shai is deep and thorough, and I well remember how frustrated he was by these meetings. At some point he turned to me and said: \u201cDaniel, either I\u2019m missing something really big, or I could code what they just showed us on my Apple Watch while driving home.\u201d<\/p>\n\n\n\n<p id=\"da4a\">And that\u2019s kinda what we did.<\/p>\n\n\n\n<p>A mere three months later, on January 5, 2016, v1 of Lemonade was ready to launch. It wasn\u2019t coded on an Apple Watch while driving home, but six extraordinary engineers (Eyal, Liron, Mark, Moshe, Shai E, and Yuval) and 100 packed days was enough to create a proto version of the Lemonade experience.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel5.jpg\" alt=\"\" class=\"wp-image-18266\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel5.jpg 500w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel5-300x209.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><figcaption>Toasting v1 readiness, January 5, 2016<br><\/figcaption><\/figure>\n<\/div>\n\n\n<p id=\"ec2d\">V1 was imperfect and incomplete. We prioritized the customer-facing \u2018AI Maya\u2019 chat, and knew we\u2019d have to do a lot of manual work behind the scenes (we had no claims flow yet, for example), but we had native apps for Android and iOS, as well as a snazzy website \u2014 and they could all sell <a href=\"https:\/\/www.lemonade.com\/homeowners\">homeowners<\/a> and <a href=\"https:\/\/www.lemonade.com\/renters\">renters<\/a> insurance delightfully. The tech was good enough to launch!<\/p>\n\n\n\n<p id=\"c042\">But we didn\u2019t launch.<\/p>\n\n\n\n<p id=\"f9a2\">The long pole in the tent was never going to be the software \u2014 over which we had some mastery \u2014 but the regulators, over which we had none.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"8364\">Getting to \u2018Yes\u2019<\/h3>\n\n\n\n<p id=\"8a91\">The first step in standing up an insurance carrier is for 9 \u2018incorporators\u2019 to publish a \u2018Notice of Intention\u2019 in the newspaper. Since Team Lemonade had only 5 people back then, our spouses joined as incorporators, and the notice was duly published on August 10, 2015, followed by the formal application.<\/p>\n\n\n\n<p id=\"6d2e\">And then: crickets.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel6.jpeg\" alt=\"\" class=\"wp-image-18267\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel6.jpeg 700w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel6-300x269.jpeg 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><figcaption>Our \u2018Notice of Intention\u2019 in the New York Post, August 10, 2015<br><\/figcaption><\/figure>\n<\/div>\n\n\n<p id=\"ab9b\">Applying for a license to establish a new insurance company in New York is a rare thing. It was years since anyone had done it, and no one had ever done it in a t-shirt and jeans, so it was hard to know what to expect. But we expected&nbsp;<em>something<\/em>.<\/p>\n\n\n\n<p id=\"9277\">We figured it was time to bring on board some folks who knew insurance, and who were known to the regulators \u2014 yet somehow they also had to be right for Lemonade. That felt like a contradiction in terms. As I&nbsp;<a href=\"https:\/\/www.lemonade.com\/blog\/takes-oxymorons-make-team\/\" target=\"_blank\" rel=\"noopener\">wrote<\/a>&nbsp;back then, we were \u201clooking for insurance insiders who were simultaneously&nbsp;<em>outsiders<\/em>, able to question and challenge the foundations on which they built their career.\u201d In other words, I explained, we wanted \u201can oxymoron. A paradox. A unicorn.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>In the job description we literally wrote \u2018midlife crisis\u2019 as a requirement!<\/p><\/blockquote><\/figure>\n\n\n\n<p>We found them. People like Ron Topping (CFO of Lemonade Insurance Company) and Jim Hageman (our Chief Claims Officer, and the embodiment of AI Jim), joined us, and we suddenly had real insurance muscles.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel7.jpeg\" alt=\"\" class=\"wp-image-18268\" width=\"450\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel7.jpeg 385w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel7-300x96.jpeg 300w\" sizes=\"(max-width: 385px) 100vw, 385px\" \/><\/figure>\n<\/div>\n\n\n<p id=\"27fc\">TechCrunch breathlessly reported that \u201cThose names may not mean much in the tech community, but these guys are like the Satya Nadellas or Eric Schmidts of the insurance industry.\u201d High praise indeed. But the next day, when I read TechCrunch\u2019s superlatives to the insurance team they looked at me blankly. \u201cWho is Satya Nadella?\u201d they asked, \u201cWho is Eric Schmidt?\u201d \ud83e\udd26\ud83c\udffb\u200d\u2642\ufe0f<\/p>\n\n\n\n<p id=\"4ec6\">Yet the regulatory silence persisted. We were sitting in our WeWork office on Broad Street, a stone\u2019s throw from the New York regulators, but couldn\u2019t secure a meeting and couldn\u2019t get any indication as to what was happening with our application. Our paperwork (it was all<em>&nbsp;pape<\/em>r work) was sitting in some pile somewhere, months were ticking by, and in the meantime we were burning cash.<\/p>\n\n\n\n<p id=\"89f4\">So we started working on Plan B. I got invited to 10 Downing Street \u2014 very exciting for a Brit like me \u2014 and the UK made a compelling case for why London, rather than NY, should be Lemonade\u2019s headquarters.<\/p>\n\n\n\n<p id=\"e88b\">They explained that the UK is a sizable market, and the City a global hub for insurance. Furthermore, they boasted, England enabled easy access to the US, while being an integral part of the EU. It was pretty compelling.<\/p>\n\n\n\n<p>That meeting was on June 15, 2016 \u2014 eight days before the Brexit referendum. \u201cWe just need to get over next week\u2019s vote,\u201d they assured me at Downing Street, \u201cand then we can move ahead with getting you a pan-European license.\u201d<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"350\" height=\"600\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel8.jpeg\" alt=\"\" class=\"wp-image-18269\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel8.jpeg 350w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel8-175x300.jpeg 175w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><figcaption>At 10 Downing Street, June 15, 2016<br><\/figcaption><\/figure>\n<\/div>\n\n\n<p>In the words of the Yiddish proverb \u2014 and the lyrics of Public Enemy \u2014&nbsp;<em>man plans, God laughs<\/em>!<\/p>\n\n\n\n<p>Luckily we were still working on Plan A \u2014 getting licensed in New York \u2014 and joined forces with&nbsp;<a href=\"https:\/\/www.bradleytusk.com\/\" target=\"_blank\" rel=\"noopener\">Bradley Tusk<\/a>, who helped us launch a political campaign in parallel with the stalled legal process. Bradley has dedicated a chapter in his book (<a href=\"https:\/\/www.amazon.com\/Fixer-Adventures-Saving-Startups-Politics-ebook\/dp\/B079R6QVDR\" target=\"_blank\" rel=\"noopener\">The Fixer<\/a>) to our exploits, but the upshot was my being summoned to the head insurance regulator at New York\u2019s DFS (Department of Financial Services) to tell me we would be getting our license after all. The date was August 10, 2016, a year to the day after we first publicly posted our intention to form a New York insurer. It felt like an eternity.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel9.jpg\" alt=\"\" class=\"wp-image-18270\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel9.jpg 1000w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel9-300x300.jpg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel9-150x150.jpg 150w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel9-768x764.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption>Leaving the fateful meeting at NY\u2019s DFS<br><\/figcaption><\/figure>\n\n\n\n<p>Getting from a notional \u2018yes\u2019 to an actual license required some steps that reminded us just how old-school insurance is. Turns out an insurance company needs to have a locked filing cabinet (even if everything is stored in the cloud), and a \u2018field exam\u2019 to inspect it \u2014 so we bought a cabinet and stuck it in our WeWork cubical. Turns out some papers need to be stamped with an \u2018elevated seal,\u2019 requiring extended road trips to courier a piece of paper around the country. Insurance regulations, it\u2019s fair to say, were not drafted with Lemonade in mind!<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel10.jpg\" alt=\"\" class=\"wp-image-18271\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel10.jpg 1000w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel10-300x248.jpg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel10-768x634.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>When September 21st came around \u2014 our launch day \u2014 Lemonade was composed of 23 people. None of us knew what to expect. How many people, after all, would trust a newborn insurer with an irreverent name, and a team that could comfortably fit into a single WeWork conference room?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel11.jpeg\" alt=\"\" class=\"wp-image-18272\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel11.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel11-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel11-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel11-768x511.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Team at Launch. WeWork, Broad Street, NY NY, September 21, 2016<br><br><\/figcaption><\/figure>\n\n\n\n<p>97, as it turns out. That\u2019s how many people bought a policy on our inaugural day. Many were tire kickers (competitors, reporters, tech or insurance buffs), but 5 years later about half of our day-1 customers are still with us!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel12.jpg\" alt=\"\" class=\"wp-image-18273\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel12.jpg 1000w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel12-257x300.jpg 257w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel12-877x1024.jpg 877w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel12-768x897.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n<\/div>\n\n\n<p>On that first day, hundreds of people (222 to be precise) inundated us with questions of all sorts. Our Customer Experience team \u2014 comprised of Pete and Jelani \u2014 was quickly overwhelmed, and so everyone joined them in a \u2018war room\u2019 to deal with the deluge. Shai, who is the guardian of the brand\u2019s tone, quickly (and nicely) banished me from the room. Apparently my style is too stilted, formal, and altogether too 1980s for the Lemonade brand \ud83e\udd37\ud83c\udffb\u200d\u2642\ufe0f.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel13.jpeg\" alt=\"\" class=\"wp-image-18274\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel13.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel13-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel13-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel13-768x512.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Answering tickets on launch day before Shai found a pretext to exile me. (Also in photo: Yael W, Jelani, Yael C and Gil)<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"e372\">The Empire Strikes Back<\/h3>\n\n\n\n<p>As though timed for our launch, State Farm, the largest insurer in the nation, sent out postcards urging people to choose State Farm so as not to \u201cget stuck with a lemon.\u201d But things really got allcaps with State Farm a couple of years later when they ran a star-studded national TV ad attacking our bots.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel14.jpg\" alt=\"\" class=\"wp-image-18275\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel14.jpg 1000w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel14-300x202.jpg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel14-768x517.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>Christmas had come early! It was such a great ad, placing State Farm proudly in the Luddite camp, and making the battle lines between old and new as stark as ever.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel15.jpeg\" alt=\"\" class=\"wp-image-18276\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel15.jpeg 1181w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel15-300x104.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel15-1024x356.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel15-768x267.jpeg 768w\" sizes=\"(max-width: 1181px) 100vw, 1181px\" \/><\/figure>\n\n\n\n<p id=\"f48f\">We loved what their ad said so much that we did something that\u2019s never been done before:&nbsp;<a href=\"https:\/\/www.forbes.com\/sites\/eyalbino\/2018\/10\/22\/state-farm-attack-ad-on-lemonade-backfires-setting-the-stage-in-battle-of-old-vs-new\/\" target=\"_blank\" rel=\"noopener\">We paid to amplify our competitor\u2019s ad on YouTube<\/a>&nbsp;\u2014 until State Farm\u2019s lawyers stepped in to stop the party.<\/p>\n\n\n\n<p id=\"6819\">Not to be outdone, Liberty Mutual also took a run at us. Rather than attacking Lemonade, though, they decided to clone us.<\/p>\n\n\n\n<p id=\"9e48\">They launched Lulo, a shameless doppelg\u00e4nger of Lemonade, copying our pricing, wording, font, iconography, name, look, feel, and messaging:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel16.jpeg\" alt=\"\" class=\"wp-image-18277\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel16.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel16-300x167.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel16-1024x568.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel16-768x426.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<p id=\"4a62\">Liberty Mutual is an incredible company and it was a little awkward seeing them stoop to selling a Lemonade-facsimile. As you might expect, these efforts produced a lemon, and Liberty quietly deep-sixed Lulo a short while later.<\/p>\n\n\n\n<p id=\"f6ff\">And then there was T-Mobile\u2019s parent, Deutsche Telekom. These silly billies took us to court for using\u2026 the color pink!<\/p>\n\n\n\n<p id=\"5974\">As Shai said at the time, \u201cmonopolizing all the pink in the world sounds like something a cartoon villain would do in a Disney epic\u2026it\u2019s the move of a big corporation that has run out of good ideas.\u201d So we called bullshit.<\/p>\n\n\n\n<p id=\"0bcc\">We filed counter lawsuits, and in a ruling issued on December 15, 2020, French authorities found that \u201cthere is no evidence of genuine use of this mark for the contested services\u201d by Deutsche Telekom, confirming that \u201cthe owner of the contested mark should therefore be deprived of his rights.\u201d Our pan-European attack on their trademark still awaits its day in court \u2014 but we plan to continue to work to #FreeThePink and have fun along the way.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel17.jpg\" alt=\"\" class=\"wp-image-18278\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel17.jpg 1106w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel17-285x300.jpg 285w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel17-972x1024.jpg 972w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel17-768x809.jpg 768w\" sizes=\"(max-width: 1106px) 100vw, 1106px\" \/><figcaption>Having fun in an effort to #FreeThePink<br><\/figcaption><\/figure>\n\n\n\n<p id=\"e770\">The moral of these stories is that incumbents struggle with the asymmetry inherent in their battle with startups. When the largest insurer in the nation attacks a company one-<em>thousandth<\/em>&nbsp;its size, it boosts us and belittles itself. When Deutsche Telekom gets injunctions against our using&nbsp;<em>a color,&nbsp;<\/em>they tarnish the very brand they seek to protect. When Liberty Mutual knocks off Lemonade, it shifts the battleground to our turf\u2026all but guaranteeing an embarrassing rout. As I tell the team, if you want to beat Kasparov, challenge him to any game&nbsp;<em>other than chess<\/em>!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2361\">Growing a team 50X in 5 years<\/h3>\n\n\n\n<p id=\"72af\">We were 23 people at launch \u2014 we\u2019re adding more than ten times that in this quarter alone. In fact, every year since launch we\u2019ve onboarded more newcomers to Lemonade than there were old-timers to welcome them.<\/p>\n\n\n\n<p id=\"4627\">Growing a team 50x changes more than its size \u2014 it changes its&nbsp;<em>nature<\/em>. To manage such a growth spurt without serious injury requires constantly evolving new organs, developing new muscles, and extending our technological exoskeleton. Achieving that is dependent on intrepid, ambitious, and open-hearted people, who infuse Lemonade with a culture that welcomes change and welcomes newcomers.<\/p>\n\n\n\n<p id=\"a753\">We are incredibly blessed to have such a team, and on our 5th anniversary I want to say this to them:<\/p>\n\n\n\n<p id=\"1061\">To those who\u2019ve been with us for a while, know that working with you continues to be the thrill of a lifetime. Never have I been at a place with such density of talent, or such a warm, bighearted, and motivated crew.<\/p>\n\n\n\n<p id=\"c336\">To those who\u2019ve joined lately, forget what you heard \u2014 you&nbsp;<em>are<\/em>&nbsp;one of Lemonade\u2019s earliest employees. Honestly, you\u2019ll see. You only missed the first five minutes, and now that you\u2019re here, we\u2019re gonna get this party started!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"dd6b\">5 Years, 5 Numbers<\/h3>\n\n\n\n<p id=\"b86b\">And so, despite (to spite?) skeptics, cynics and competitors \u2014 and with due reverence for the trials and tribulations that lie ahead \u2014 we\u2019re incredibly grateful for what team Lemonade has accomplished in these 5 years.<\/p>\n\n\n\n<p id=\"6b30\">5 stats capture what a difference 5 years can make.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Growing with our Customers:<\/strong><\/li><\/ol>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>50%<\/strong>&nbsp;of the customers who bought Lemonade in our first 30 days are still our customers 5 years later, and\u2026<\/li><li>They spend&nbsp;<strong>more than 2X<\/strong>&nbsp;on Lemonade now, than they did then.<\/li><\/ul>\n\n\n\n<p id=\"f8fd\"><strong>2. Time is Relative:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>3 years<\/strong>&nbsp;to go from zero to $100m of in-force premium.<\/li><li><strong>14 months<\/strong>&nbsp;to get from $100m to $200m.<\/li><li><strong>8 months<\/strong>&nbsp;to go from $200m to $300m!<\/li><\/ul>\n\n\n\n<p id=\"14d3\"><strong>3. Maya is Getting the Hang of Things:<\/strong><\/p>\n\n\n\n<p id=\"c8e4\">Maya Generated over 8 million insurance quotes in 5 years:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>2 years<\/strong>&nbsp;to generate the first million.<\/li><li><strong>2 months<\/strong>&nbsp;to generate the most recent million.<\/li><\/ul>\n\n\n\n<p id=\"f572\"><strong>4. Expanding Family:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>1 line<\/strong>\u00a0of insurance for our first four years (homeowners).<\/li><li><strong>4 lines<\/strong>\u00a0this year (homeowners, <a href=\"https:\/\/www.lemonade.com\/pet\">pet health<\/a>, <a href=\"https:\/\/www.lemonade.com\/life\">term life<\/a> \u2014 and we\u2019re on the cusp of launching <a href=\"https:\/\/www.lemonade.com\/car\">Lemonade Car<\/a>!).<\/li><\/ul>\n\n\n\n<p id=\"7863\"><strong>5. Giveback Grows 40X:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>$4,278,340<\/strong>&nbsp;donated to 154 nonprofits by the Lemonade community.<\/li><li><strong>4,232%&nbsp;<\/strong>growth between our first and our fifth <a href=\"https:\/\/www.lemonade.com\/giveback\/\">Giveback<\/a>.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"93d7\">5 Years in Photos<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel18.jpeg\" alt=\"\" class=\"wp-image-18279\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel18.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel18-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel18-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel18-768x512.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Shai ideating what became Lemonade, April 15, 2015<br><br><\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel19.jpeg\" alt=\"\" class=\"wp-image-18280\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel19.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel19-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel19-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel19-768x511.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Discussing Lemonade with Professor Daniel Kahneman, April 28, 2015<br><br><\/figcaption><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel20.jpeg\" alt=\"\" class=\"wp-image-18281\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel20.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel20-300x169.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel20-1024x576.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel20-768x432.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>First board meeting, September 24, 2015<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel21.jpeg\" alt=\"\" class=\"wp-image-18282\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel21.jpeg 1155w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel21-300x253.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel21-1024x864.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel21-768x648.jpeg 768w\" sizes=\"(max-width: 1155px) 100vw, 1155px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel22.jpg\" alt=\"\" class=\"wp-image-18283\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel22.jpg 803w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel22-300x250.jpg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel22-768x641.jpg 768w\" sizes=\"(max-width: 803px) 100vw, 803px\" \/><figcaption>First all hands, October 27, 2015<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel23.jpeg\" alt=\"\" class=\"wp-image-18284\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel23.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel23-300x225.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel23-1024x768.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel23-768x576.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Shai doing his thing, April 12, 2016<\/figcaption><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel24.jpeg\" alt=\"\" class=\"wp-image-18285\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel24.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel24-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel24-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel24-768x512.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Pre-launch party, September 20, 2016<br><br><\/figcaption><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel25.jpeg\" alt=\"\" class=\"wp-image-18286\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel25.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel25-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel25-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel25-768x512.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>8:16am on Launch Day, September 21, 2016<br><br><\/figcaption><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel26.jpeg\" alt=\"\" class=\"wp-image-18287\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel26.jpeg 1155w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel26-242x300.jpeg 242w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel26-825x1024.jpeg 825w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel26-768x954.jpeg 768w\" sizes=\"(max-width: 1155px) 100vw, 1155px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel27-1024x576.jpeg\" alt=\"\" class=\"wp-image-18288\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel27-1024x576.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel27-300x169.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel27-768x432.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel27.jpeg 1400w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Celebrating 10k customers, at the SoHo offices of General Catalyst, May 16, 2017<\/figcaption><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel28-1024x682.jpeg\" alt=\"\" class=\"wp-image-18289\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel28-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel28-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel28-768x512.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel28.jpeg 1400w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Team Lemonade delivering food with Citymeals on Wheels as part of Giveback, June 27, 2017<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel29.jpeg\" alt=\"\" class=\"wp-image-18290\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel29.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel29-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel29-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel29-768x512.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel30.jpeg\" alt=\"\" class=\"wp-image-18291\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel30.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel30-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel30-1024x682.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel30-768x512.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Bill and Tim, our General Counsel and CFO, impressed by the solar eclipse, NY, August 21, 2017<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel31.jpeg\" alt=\"\" class=\"wp-image-18292\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel31.jpeg 1154w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel31-204x300.jpeg 204w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel31-695x1024.jpeg 695w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel31-768x1131.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel31-1043x1536.jpeg 1043w\" sizes=\"(max-width: 1154px) 100vw, 1154px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel32.jpeg\" alt=\"\" class=\"wp-image-18293\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel32.jpeg 1151w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel32-300x96.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel32-1024x327.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel32-768x246.jpeg 768w\" sizes=\"(max-width: 1151px) 100vw, 1151px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel33.jpeg\" alt=\"\" class=\"wp-image-18294\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel33.jpeg 1155w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel33-220x300.jpeg 220w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel33-752x1024.jpeg 752w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel33-768x1045.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel33-1129x1536.jpeg 1129w\" sizes=\"(max-width: 1155px) 100vw, 1155px\" \/><figcaption>De Nederlandsche Bank (DNB) is the Dutch regulator<\/figcaption><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel34.jpeg\" alt=\"\" class=\"wp-image-18295\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel34.jpeg 1154w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel34-196x300.jpeg 196w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel34-671x1024.jpeg 671w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel34-768x1173.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel34-1006x1536.jpeg 1006w\" sizes=\"(max-width: 1154px) 100vw, 1154px\" \/><figcaption>Project \u201cDelta\u201d was our codename for our IPO<\/figcaption><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel35.jpeg\" alt=\"\" class=\"wp-image-18296\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel35.jpeg 1155w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel35-300x201.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel35-1024x686.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel35-768x515.jpeg 768w\" sizes=\"(max-width: 1155px) 100vw, 1155px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel36.jpeg\" alt=\"\" class=\"wp-image-18297\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel36.jpeg 1153w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel36-278x300.jpeg 278w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel36-948x1024.jpeg 948w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel36-768x830.jpeg 768w\" sizes=\"(max-width: 1153px) 100vw, 1153px\" \/><figcaption>So close to an IPO in 2019<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel37.jpeg\" alt=\"\" class=\"wp-image-18298\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel37.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel37-225x300.jpeg 225w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel37-768x1024.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel37-1152x1536.jpeg 1152w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>At the Reichstag for our launch in Germany, June 13, 2019<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"921\" height=\"1024\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel38-921x1024.jpeg\" alt=\"\" class=\"wp-image-18299\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel38-921x1024.jpeg 921w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel38-270x300.jpeg 270w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel38-768x854.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel38.jpeg 1153w\" sizes=\"auto, (max-width: 921px) 100vw, 921px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel39.jpeg\" alt=\"\" class=\"wp-image-18300\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel39.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel39-225x300.jpeg 225w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel39-768x1024.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel39-1152x1536.jpeg 1152w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Grabbing a bite on the streets of San Francisco in between investor \u2018testing the waters\u2019 meetings for IPO, September 17, 2019<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel40.jpeg\" alt=\"\" class=\"wp-image-18303\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel40.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel40-225x300.jpeg 225w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel40-768x1024.jpeg 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel40-1152x1536.jpeg 1152w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Tim on camera for our IPO Roadshow video, September 23rd, 2019<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel41.jpeg\" alt=\"\" class=\"wp-image-18304\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel41.jpeg 1153w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel41-235x300.jpeg 235w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel41-803x1024.jpeg 803w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel41-768x980.jpeg 768w\" sizes=\"(max-width: 1153px) 100vw, 1153px\" \/><figcaption>Called off the IPO in 2019 as markets melted<\/figcaption><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel42.jpeg\" alt=\"\" class=\"wp-image-18305\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel42.jpeg 1153w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel42-300x170.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel42-1024x580.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel42-768x435.jpeg 768w\" sizes=\"(max-width: 1153px) 100vw, 1153px\" \/><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel43.jpeg\" alt=\"\" class=\"wp-image-18306\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel43.jpeg 1155w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel43-262x300.jpeg 262w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel43-894x1024.jpeg 894w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel43-768x880.jpeg 768w\" sizes=\"(max-width: 1155px) 100vw, 1155px\" \/><figcaption>Started the IPO process up again in March, 2020<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel44.jpg\" alt=\"\" class=\"wp-image-18307\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel44.jpg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel44-300x198.jpg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel44-1024x677.jpg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel44-768x507.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Launching in Holland on Zoom during lockdown. April 1, 2020<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel45.jpeg\" alt=\"\" class=\"wp-image-18308\" width=\"800\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel45.jpeg 1400w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel45-300x200.jpeg 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel45-1024x683.jpeg 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/daniel45-768x512.jpeg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><figcaption>Shirley &amp; Shai, with Daniel &amp; Daniella, enjoying a quiet moment on the day of our IPO, July 2, 2020<\/figcaption><\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>It was 5 years ago that we sold the first Lemonade policy, so I figure now might be a good time to spill the beans.<\/p>\n","protected":false},"author":11,"featured_media":18312,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[59],"puppies_section":[],"class_list":{"0":"post-18261","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-transparency","8":"tag-transparency","9":"post-hentry"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Lemonade Became a Precocious 5-Year-Old | by Daniel Schreiber<\/title>\n<meta name=\"description\" content=\"It was 5 years ago that we sold the first Lemonade policy, so I figure now might be a good time to spill the beans.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Lemonade Became a Precocious 5-Year-Old | by Daniel Schreiber\" \/>\n<meta property=\"og:description\" content=\"It was 5 years ago that we sold the first Lemonade policy, so I figure now might be a good time to spill the beans.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/\" \/>\n<meta property=\"og:site_name\" content=\"Lemonade Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Lemonade\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/lmnd.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Daniel Schreiber\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@daschreiber\" \/>\n<meta name=\"twitter:site\" content=\"@lemonade_inc\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Daniel Schreiber\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"22 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/\"},\"author\":{\"name\":\"Daniel Schreiber\",\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/#\\\/schema\\\/person\\\/124a6b9b02ded1236b63a3dabb69293a\"},\"headline\":\"How Lemonade Became a Precocious 5-Year-Old\",\"datePublished\":\"2021-10-11T13:31:55+00:00\",\"dateModified\":\"2023-01-25T12:59:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/\"},\"wordCount\":2867,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/lmnd.jpeg\",\"keywords\":[\"transparency\"],\"articleSection\":[\"transparency\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/\",\"url\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/\",\"name\":\"How Lemonade Became a Precocious 5-Year-Old | by Daniel Schreiber\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/lmnd.jpeg\",\"author\":{\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/#\\\/schema\\\/person\\\/124a6b9b02ded1236b63a3dabb69293a\"},\"description\":\"It was 5 years ago that we sold the first Lemonade policy, so I figure now might be a good time to spill the beans.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/lmnd.jpeg\",\"contentUrl\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/lmnd.jpeg\",\"width\":1200,\"height\":627,\"caption\":\"lemonade turns 5\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/lemonade-turns-5\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How Lemonade Became a Precocious 5-Year-Old\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/\",\"name\":\"Lemonade Blog\",\"description\":\"Talking innovation, purpose, user experience and insurance\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.lemonade.com\\\/blog\\\/#\\\/schema\\\/person\\\/124a6b9b02ded1236b63a3dabb69293a\",\"name\":\"Daniel Schreiber\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/77614b4021e3c63f82d4b62a2407a4fff4111f53235046d5e55f9324b4705257?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/77614b4021e3c63f82d4b62a2407a4fff4111f53235046d5e55f9324b4705257?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/77614b4021e3c63f82d4b62a2407a4fff4111f53235046d5e55f9324b4705257?s=96&d=mm&r=g\",\"caption\":\"Daniel Schreiber\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/daschreiber\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How Lemonade Became a Precocious 5-Year-Old | by Daniel Schreiber","description":"It was 5 years ago that we sold the first Lemonade policy, so I figure now might be a good time to spill the beans.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/","og_locale":"en_US","og_type":"article","og_title":"How Lemonade Became a Precocious 5-Year-Old | by Daniel Schreiber","og_description":"It was 5 years ago that we sold the first Lemonade policy, so I figure now might be a good time to spill the beans.","og_url":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/","og_site_name":"Lemonade Blog","article_publisher":"https:\/\/www.facebook.com\/Lemonade\/","og_image":[{"width":1200,"height":627,"url":"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/lmnd.jpeg","type":"image\/jpeg"}],"author":"Daniel Schreiber","twitter_card":"summary_large_image","twitter_creator":"@daschreiber","twitter_site":"@lemonade_inc","twitter_misc":{"Written by":"Daniel Schreiber","Est. reading time":"22 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/#article","isPartOf":{"@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/"},"author":{"name":"Daniel Schreiber","@id":"https:\/\/www.lemonade.com\/blog\/#\/schema\/person\/124a6b9b02ded1236b63a3dabb69293a"},"headline":"How Lemonade Became a Precocious 5-Year-Old","datePublished":"2021-10-11T13:31:55+00:00","dateModified":"2023-01-25T12:59:04+00:00","mainEntityOfPage":{"@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/"},"wordCount":2867,"commentCount":0,"image":{"@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/#primaryimage"},"thumbnailUrl":"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/lmnd.jpeg","keywords":["transparency"],"articleSection":["transparency"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/","url":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/","name":"How Lemonade Became a Precocious 5-Year-Old | by Daniel Schreiber","isPartOf":{"@id":"https:\/\/www.lemonade.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/#primaryimage"},"image":{"@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/#primaryimage"},"thumbnailUrl":"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/lmnd.jpeg","author":{"@id":"https:\/\/www.lemonade.com\/blog\/#\/schema\/person\/124a6b9b02ded1236b63a3dabb69293a"},"description":"It was 5 years ago that we sold the first Lemonade policy, so I figure now might be a good time to spill the beans.","breadcrumb":{"@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/#primaryimage","url":"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/lmnd.jpeg","contentUrl":"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2021\/10\/lmnd.jpeg","width":1200,"height":627,"caption":"lemonade turns 5"},{"@type":"BreadcrumbList","@id":"https:\/\/www.lemonade.com\/blog\/lemonade-turns-5\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.lemonade.com\/blog\/"},{"@type":"ListItem","position":2,"name":"How Lemonade Became a Precocious 5-Year-Old"}]},{"@type":"WebSite","@id":"https:\/\/www.lemonade.com\/blog\/#website","url":"https:\/\/www.lemonade.com\/blog\/","name":"Lemonade Blog","description":"Talking innovation, purpose, user experience and insurance","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.lemonade.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.lemonade.com\/blog\/#\/schema\/person\/124a6b9b02ded1236b63a3dabb69293a","name":"Daniel Schreiber","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/77614b4021e3c63f82d4b62a2407a4fff4111f53235046d5e55f9324b4705257?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/77614b4021e3c63f82d4b62a2407a4fff4111f53235046d5e55f9324b4705257?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/77614b4021e3c63f82d4b62a2407a4fff4111f53235046d5e55f9324b4705257?s=96&d=mm&r=g","caption":"Daniel Schreiber"},"sameAs":["https:\/\/x.com\/daschreiber"]}]}},"_links":{"self":[{"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/posts\/18261","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/comments?post=18261"}],"version-history":[{"count":3,"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/posts\/18261\/revisions"}],"predecessor-version":[{"id":22477,"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/posts\/18261\/revisions\/22477"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/media\/18312"}],"wp:attachment":[{"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/media?parent=18261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/categories?post=18261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/tags?post=18261"},{"taxonomy":"puppies_section","embeddable":true,"href":"https:\/\/www.lemonade.com\/blog\/wp-json\/wp\/v2\/puppies_section?post=18261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}