Asurion Tech Care

Asurion is a global leader in subscription-based device protection, repair, replacements and support for any consumer tech in the home.

In mid-2024, our small cross-functional team set out to reimagine our flagship D2C protection product. Our goal: grow the program to 50 million subscribers in the next five years. We partnered with product and engineering leaders to rethink everything from the product construct, platform architecture, end-to-end customer experience, and go-to-market strategy.

We created Asurion Tech Care, a new tiered, cross-device category subscription product where customers can choose to protect only the most critical devices in their home—from a phone to a fridge. Rooted in deep UX research and customer need, we developed and brought our new product to market in eight months. Since launch, it continues to show strong product-market fit—outperforming all of the previous benchmarks for sales attach rates, activation, engagement and 60-day retention.