Root brand guidelines

Company positioning

Root is a car insurance company founded on the belief that good drivers should pay less for insurance since they’re less likely to get into accidents. With that in mind, Root set out to reinvent a broken industry—an industry with an archaic agent structure that was still assigning rates based primarily on demographics.

Using technology in smartphones to measure driving behavior—such as braking, speed of turns, driving times, and route consistency—the Root app determines who is a safe driver and who isn’t. By only insuring safe drivers, Root can offer more affordable rates. And the entire Root experience is simple and easy.

Our name

We get to the “root” of the issue—the unfair, archaic, complicated insurance business model. And then we solve it entirely and transform an entire industry in the process.

Our brand attributes

Customers connect with our brand and build trust through these benefits:

  1. Fair

    We lean on data, not demographics.

  2. Affordable

    We base rates on good preformance.

  3. Personal

    We give the consumer the power.

  4. Accessible

    We make information clear.

  5. Easy

    We create an intuitive experience.

  6. Beyond

    We iterate constantly.

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  1. Brand