Feature · checked 29 September 2026
The app that valued your belongings and turned into on-demand insurance.
A 2014 San Francisco app for tracking what your possessions were worth that began selling switch-on, switch-off insurance for single items in 2016 and sold its technology to Travelers in 2022.
Trov listed itself on Stompstart on 11 July 2014 with a six-word pitch: "Track the value of your things." The San Francisco company described "a cloud-based mobile app that automatically tracks the value of the things you own," pulling in product details, current market values, receipts and insurance records and keeping them in "your own personal Trov." From there, the listing said, owners could sell, insure or share their things. The homepage screenshot uploaded with the listing shows an iPhone adding up a sample owner's "Trov worth" at $1,211,803, divided into jewelry, electronics, furniture, real estate and vehicles, with an App Store button and an Android version marked "coming soon." The page was captured in March 2015, still in public beta.
One word in that list, insure, became the business. On 26 April 2016 TechCrunch reported that Trov, which had spent more than a year as a way to store a digital inventory of valuable possessions, had raised a $25.5 million Series C to launch on-demand insurance for single items. Oak HC/FT led the round, with Suncorp Group, Guidewire and Anthemis Group. Users could "turn protection on and off for their various items through a simple swipe," TechCrunch wrote, and claims could be filed the same way, with a chatbot handling them. At the time, it noted, no insurance carrier offered policies on specific devices, and most insurance was sold by the year.
The first market was Australia, in May 2016, with Suncorp. The UK followed on 22 November 2016, when Trov launched with AXA, starting with laptops, mobile phones and cameras. For the United States, Trov had announced in September 2016 that Munich Re would provide underwriting capital and insurance licensing, with a phased rollout across all 50 states to begin in 2017.
Gadgets were only the start. In December 2017 Waymo, Google's self-driving car unit, partnered with Trov to provide trip-based insurance, underwritten by an affiliate of Munich Re, Insurance Journal later recounted. In August 2019 Trov launched a set of white-label, fully digital insurance products for financial organisations and insurers, in partnership with Lloyds Banking Group. Most recently it had launched an embedded insurance platform, with public APIs and developer tools, so that other companies could sell cover inside their own apps.
On 23 February 2022 Trov announced that The Travelers Companies had acquired its technology assets and that most of its team had joined Travelers' Personal Insurance segment. Terms were not disclosed. Founder and chief executive Scott Walchek called Travelers "the ideal company to harness our experience and take our technology to the next level." The release described Trov's software as APIs and white-label tools for home, renters, auto, pet, small business and mobility cover.
The trov.com address on the listing no longer resolves.