Canada
A unique proposal for young drivers
March 11, 2015
Founded in 2011, ingenie is ready to try and repeat its U.K. success in Canada.
Hey young drivers and parents - how about a break on your auto insurance?
Coming to Canada in March is ingenie, which is a U.K.-based insurance company that specializes in backing drivers aged 16-24.
Founded in 2011, ingenie is ready to try and repeat its U.K. success in Canada.
Underwritten by Aviva Insurance, the company uses new technology that sees drivers plug an Internet-connected device into their vehicle. While far from the first company to offer discounted insurance rates based on your driving style, they're the first to target young drivers.
I sit down with the company's founder and CEO, Richard King, to learn more.
Plug the Smartbox into a port in your vehicle, install the accompanying app onto your iPhone or Android mobile device, and let the tracking begin. That's the key here - you're trading your driving information for lower rates.
Like ingenie's tagline says: "drive well, pay less."
Drivers get 10% off by signing up, and save up to 25% during the year by proving they're driving safely. If they're not, though, then the prices increase.
The Smartbox tracks your start and end points, but more, it monitors the driving style you used to get there, charting things like speed, braking, accelerating, and cornering. Your style will be ranked on a 100-point scale, in addition to feedback that arrives every 10 days, and that is displayed within the app.
It's possible to earn a dangerous driver reputation, which shoots you to the top of ingenie's watch list. If that happens, your phone will ring and a psychologist will be on the other end, who will talk to you about why you're driving like a jerk and endangering others.
According to ingenie, it's working. In the U.K., one out of every eight young drivers enrolled with ingenie is averaging a crash, compared to the national average of one out of every five. King attributes this to the performance-based financial rewards as much as the constant feedback on their driving, saying the typical user checks their account 14 times per month.
I tell King that “that's a lot of data you now have on me. What are you doing with it and how is it protected?"
I'm assured the data will only be accessed by the underwriters, will not be shared with any third parties, will remain on a server farm located within our Canadian borders, and won't be given to the police.
Eyes still narrowed, I tell King my idea (which I'm not sharing here) on how to defraud the system, and he smiles. They've thought of it, and have in place a few more ways to know if you're trying to cheat the system.
The Canadian arm of ingenie launches first in Ontario, and says it expects to launch in other provinces, but needs to work through some red tape before anything can be confirmed.
I'll have the chance to test the Smartbox in the coming weeks, so watch for an upcoming column about that.