{"id":687,"date":"2017-06-18T13:51:01","date_gmt":"2017-06-18T13:51:01","guid":{"rendered":"\/blog\/?p=687"},"modified":"2018-05-06T13:21:11","modified_gmt":"2018-05-06T13:21:11","slug":"lemonade-insurance-crazy-market-share","status":"publish","type":"post","link":"https:\/\/www.lemonade.com\/blog\/lemonade-insurance-crazy-market-share\/","title":{"rendered":"Lemonade\u2019s Crazy Market Share"},"content":{"rendered":"<div class=\"postArticle-content js-postField js-notesSource js-trackedPost\" data-post-id=\"6f918c65da26\" data-source=\"post_page\" data-tracking-context=\"postPage\" data-scroll=\"native\">\n<section class=\"section section--body section--first section--last\">\n<div class=\"section-content\">\n<p id=\"0c30\" class=\"graf graf--p graf-after--h4\">It\u2019s the craziest thing: in the State of New York, <strong class=\"markup--strong markup--p-strong\">Lemonade appears to have overtaken Allstate, GEICO, Liberty Mutual, State Farm\u00a0<\/strong><strong class=\"markup--strong markup--p-strong\">and the others<\/strong> in what is probably the single most<em class=\"markup--em markup--p-em\"> critical market share<\/em> metric of all.<\/p>\n<p id=\"7355\" class=\"graf graf--p graf-after--p\">But I\u2019m getting ahead of myself.<\/p>\n<p id=\"5cdb\" class=\"graf graf--p graf-after--p\">Our story starts a few months back, when a few digits in a tedious insurance report woke me with a jolt: \u201c723,030.&#8221;<\/p>\n<p class=\"graf graf--p graf-after--p\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-740 size-full\" src=\"\/blog\/wp-content\/uploads\/2017\/06\/zoom.png\" alt=\"new yorkers with renters insurance\" width=\"758\" height=\"386\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/zoom.png 758w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/zoom-300x153.png 300w\" sizes=\"auto, (max-width: 758px) 100vw, 758px\" \/><\/p>\n<p class=\"graf graf--p graf-after--p\">Why the drama? 723,030 was the number of New Yorkers with renters insurance, and Lemonade had sold way more than 7,230 renters policies to New Yorkers. The upshot: <strong class=\"markup--strong markup--p-strong\"><em class=\"markup--em markup--p-em\">we captured over 1% market share in just a few months<\/em><\/strong>.<\/p>\n<p id=\"b544\" class=\"graf graf--p graf-after--p\">That seemed crazy.<\/p>\n<p id=\"5989\" class=\"graf graf--p graf-after--p\">In homeowners insurance in the US, a 1.6% market share makes you a <em class=\"markup--em markup--p-em\">top 10 insurance company<\/em>. And this exclusive club has been at it, on average, <em class=\"markup--em markup--p-em\">for 104 years<\/em>. Lemonade <a href=\"\/blog\/hello-world\/\">launched in September<\/a>.<\/p>\n<p id=\"319c\" class=\"graf graf--p graf-after--p\">I went to my shelf, pulled my copy of \u2018Microtrends\u2019, and highlighted its punchline:<\/p>\n<blockquote><p>\u201cIt takes only 1% of people making a dedicated choice\u200a\u2014\u200acontrary to the mainstream\u2019s choice\u200a\u2014\u200ato create a movement that can change the world.\u201d\u00a0(xiv)<\/p><\/blockquote>\n<h3 id=\"acf9\" class=\"graf graf--h4 graf-after--pullquote\">Then it got crazier<\/h3>\n<p id=\"e277\" class=\"graf graf--p graf-after--h4\">No sooner had we come back down to Earth, and a new study suggested that our \u2018movement\u2019 was on the move. This survey, dated April 2017, updated Lemonade\u2019s NY market share to a crazier 4.2% (<em class=\"markup--em markup--p-em\">E:+<\/em>2.1\/-1.4).<\/p>\n<p class=\"graf graf--p graf-after--h4\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-689\" src=\"\/blog\/wp-content\/uploads\/2017\/06\/Image-1-300x256.png\" alt=\"insurance market share april 2017\" width=\"500\" height=\"426\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/Image-1-300x256.png 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/Image-1-768x655.png 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/Image-1.png 808w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/p>\n<p id=\"b83b\" class=\"graf graf--p graf-after--figure\">Note that while our market share numbers are from dependable sources (reports by regulators, surveys by Google), differing methodologies and timeframes make a conclusive number hard to pin down. That\u2019s just fine by us. For one, we\u2019re growing fast, making any precise number pass\u00e9 by the time it\u2019s computed. For another, \u2018overall market share\u2019 \u2014 whatever the number \u2014 <em class=\"markup--em markup--p-em\">misses the craziest part.<\/em><\/p>\n<h3 id=\"2a8b\" class=\"graf graf--h4 graf-after--p\">The craziest part<\/h3>\n<p id=\"694d\" class=\"graf graf--p graf-after--h4\">Most New Yorkers got their insurance policy <em class=\"markup--em markup--p-em\">before<\/em> Lemonade existed. That means that \u2018overall market share\u2019 pits our few months of sales against sales made by legacy carriers in the <em class=\"markup--em markup--p-em\">decades<\/em> before we launched. Which begs the question: what\u2019s our market share among New Yorkers who entered the market <em class=\"markup--em markup--p-em\">since\u00a0<\/em><em class=\"markup--em markup--p-em\">we did<\/em>? What\u2019s our share of \u2018brand new\u2019 policies?<\/p>\n<p id=\"200e\" class=\"graf graf--p graf-after--p\">Looks like we\u2019re number one.<\/p>\n\t<div class=\"tweet-block-container\">\r\n\t\t<div class=\"tweet-content\">\r\n\t\t\t<p><i class=\"fa fa-quote-left\" aria-hidden=\"true\"><\/i><a href=\"https:\/\/twitter.com\/intent\/tweet?text=NY+renters+bought%C2%A0more+new+%40Lemonade_Inc+policies+than+%40Allstate+%40GEICO+%40LibertyMutual+%40StateFarm&url=https%3A%2F%2Fwww.lemonade.com%2Fblog%2Flemonade-insurance-crazy-market-share%2F&via=Lemonade_Inc\" target=\"_blank\">NY renters bought\u00a0more new @Lemonade_Inc policies than @Allstate @GEICO @LibertyMutual @StateFarm<\/a><i class=\"fa fa-quote-right\" aria-hidden=\"true\"><\/i><\/p>\r\n\t\t<\/div>\r\n\t\t<div><a href=\"https:\/\/twitter.com\/intent\/tweet?text=NY+renters+bought%C2%A0more+new+%40Lemonade_Inc+policies+than+%40Allstate+%40GEICO+%40LibertyMutual+%40StateFarm&url=https%3A%2F%2Fwww.lemonade.com%2Fblog%2Flemonade-insurance-crazy-market-share%2F&via=Lemonade_Inc\" target=\"_blank\" class=\"tweet_now_link\"><i class=\"fa fa-lg fa-twitter\" aria-hidden=\"true\"><\/i><span>Tweet this!<\/span><\/a><\/div>\r\n\t<\/div>\r\n  \n<p id=\"18c4\" class=\"graf graf--p graf-after--pullquote\">It\u2019s totally crazy, but also totally logical. Given that about 90% of the market bought their policy before we launched, it stands to reason that our \u2018brand new\u2019 market share will be about 10x our \u2018overall\u2019 market share.<\/p>\n<p id=\"d57c\" class=\"graf graf--p graf-after--p\">Logic is nice, of course, but it\u2019d be better if there was some empirical evidence to back it up.<\/p>\n<p class=\"graf graf--p graf-after--p\">There is. A second survey broke down marketshare based on when people first bought insurance, and found that Lemonade\u2019s market share among <em class=\"markup--em markup--p-em\">first time buyers<\/em> is over <strong class=\"markup--strong markup--p-strong\">27%!<\/strong><\/p>\n<p class=\"graf graf--p graf-after--p\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-690 size-large\" src=\"\/blog\/wp-content\/uploads\/2017\/06\/Image2-1024x674.png\" alt=\"lemonade market share among first buyers\" width=\"1024\" height=\"674\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/Image2-1024x674.png 1024w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/Image2-300x198.png 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/Image2-768x506.png 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/Image2.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p id=\"4435\" class=\"graf graf--p graf--hasDropCapModel graf--hasDropCap graf-after--figure\"><span class=\"graf-dropCap\">27<\/span><strong class=\"markup--strong markup--p-strong\">% share among newcomers to insurance! <\/strong>You don\u2019t need clairvoyance to see the predictive power of <em class=\"markup--em markup--p-em\">that<\/em> metric. Nothing foretells tomorrow\u2019s \u2018overall\u2019 market share, like today\u2019s \u2018brand new\u2019 market share.<\/p>\n<p id=\"b661\" class=\"graf graf--p graf-after--p\">Note that the margin of error in the survey is wide (+12.6\/-9.8), so our true \u2018brand new\u2019 marketshare could be as little as 18%. Again, I\u2019m not spending any time narrowing the range. Pick any point within the margin of error and the thrust of the story is unchanged: it\u2019s crazy.<\/p>\n<h3 class=\"graf graf--p graf-after--p\">Crazy is the new normal<\/h3>\n<p>Lemonade is <a href=\"\/blog\/lemonade-exposed-eight-months\/\">growing exponentially,<\/a> and today\u2019s subscriber-base is more than 2X what it was when those surveys ran ten weeks ago. In fact, new bookings have doubled <em class=\"markup--em markup--p-em\">every<\/em> ten weeks since launch, and show no sign of letting up.<\/p>\n<p class=\"graf graf--p graf-after--h4\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-737\" src=\"\/blog\/wp-content\/uploads\/2017\/06\/graph-300x229.png\" alt=\"lemonade policies sold since launch\" width=\"500\" height=\"382\" srcset=\"https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/graph-300x229.png 300w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/graph-768x586.png 768w, https:\/\/www.lemonade.com\/blog\/wp-content\/uploads\/2017\/06\/graph.png 958w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/p>\n<p id=\"7873\" class=\"graf graf--p graf-after--figure\">But exponential growth isn\u2019t the craziest part. The craziest part is that even if that acceleration <em class=\"markup--em markup--p-em\">stopped<\/em>, even if we just maintained the <em class=\"markup--em markup--p-em\">status quo<\/em> from April, within a few years our overall market share would automatically climb to match our \u2018brand new\u2019 market share.<\/p>\n<p>That\u2019s what \u2018brand new\u2019 market share means; and that\u2019s why it\u2019s probably the single most critical metric of all. Today\u2019s crazy is tomorrow\u2019s normal.<\/p>\n<p id=\"5774\" class=\"graf graf--p graf-after--blockquote\">I know: we\u2019re still tiny, and incumbents won\u2019t stand idly by as we coast from #1 in \u2018brand new\u2019 to #1 nationwide. But that\u2019s the trajectory we\u2019re on. And with a nod to Newton\u2019s first law, we\u2019ll keep moving along that trajectory unless stopped by an external force.<\/p>\n<p id=\"cf6b\" class=\"graf graf--p graf-after--p graf--trailing\"><em class=\"markup--em markup--p-em\">Game on.<\/em><\/p>\n<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s 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.<\/p>\n","protected":false},"author":11,"featured_media":705,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,10],"tags":[],"puppies_section":[],"class_list":{"0":"post-687","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-lemonade101","8":"category-news","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>Lemonade&#039;s Crazy Insurance Market Share | Lemonade Blog<\/title>\n<meta name=\"description\" content=\"We\u2019ve learned so much in the eight months since launching Lemonade. 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