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Extend
Fintech
Extend is a technology company providing extended warranty and product protection plan infrastructure that lets retailers and e-commerce merchants offer warranties directly at checkout.
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Extend was founded in 2019 by Woodrow Levin, based on the observation that extended warranties and product protection plans, a category that has historically generated significant profit margin for retailers, had largely remained stuck with clunky, dated purchasing experiences, often requiring customers to interact with a separate insurance provider's paperwork and processes disconnected from the retailer's own checkout experience, creating friction that likely suppressed how many customers actually purchased protection plans relative to how many might want that coverage if offered more seamlessly. Extend's platform provides an embeddable, API-driven warranty and protection plan infrastructure that retailers and e-commerce merchants can integrate directly into their existing checkout flow, letting customers add product protection coverage with a simple click at the point of purchase rather than being redirected to a separate insurance provider's website or process, while Extend handles the underlying insurance underwriting, claims processing, and administration behind the scenes. This modernized purchasing experience is designed to increase the "attach rate," meaning the percentage of eligible product purchases that also include a protection plan, a metric retailers care about significantly given the strong profit margins protection plans typically carry relative to the physical products they cover. The company has built partnerships with a range of e-commerce platforms and payment processors to make its protection plan offering easier for merchants to integrate, and has expanded from its original focus on consumer electronics and appliances into a broader range of product categories where extended warranty attach makes sense. Extend's business model represents a modern, API-first approach to what has traditionally been a slower-moving insurance and retail partnership category, dominated by longer-established warranty administrators. The company has raised substantial venture funding from investors including Softbank Vision Fund, Sonoma Ventures, and Rakuten Capital, competing with traditional extended warranty providers and other newer embedded warranty technology platforms.
FOR QUALIFIED INSTITUTIONAL AND ACCREDITED INVESTORS ONLY: Under federal securities laws, private market investments on this platform are available exclusively to Institutional and Accredited Investors. Verification of status required before investing. Private investments involve significant risks including illiquidity, potential loss of principal, and limited disclosure requirements. "Augment" refers to Augment Markets, Inc. and its affiliates. Augment Markets, Inc. is a technology company offering software and data services, not a bank or financial institution. Cash Accounts are provided by Modern Treasury Corp. financial institution partners and through Augment's technology. Augment does not act as a money services business, provide money transmission, or serve as a custodian of funds. Funds held in your Cash Account are not FDIC insured unless expressly disclosed. Full terms available in the Augment Cash Account Agreement. Brokerage services are offered through Augment Capital, LLC, an affiliated broker-dealer and member FINRA/SIPC. "Investment accounts" are not brokerage accounts and do not hold customer funds or securities. Investment advisory services are offered through Augment Advisors, LLC, an SEC-registered investment adviser. Registration with the SEC does not imply a certain level of skill or training. Neither Augment Advisors, LLC nor Augment Capital, LLC provide legal or tax advice; consult your attorney or tax professional regarding your specific situation. For additional information, please refer to Augment Advisors, LLC's Form ADV Part 2A (Firm Brochure) and FINRA BrokerCheck.
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