Allstate files ‘Just Enough’ trademark

Allstate filed a trademark application for “Just Enough” on February 17, 2026, signaling plans for a new digital offering focused on identity protection and account management.

The intent-to-use filing covers downloadable software designed to monitor personal information, detect potential identity theft, and help users manage online accounts and subscriptions. Proposed features include fraud alerts, credit monitoring insights, cyber threat education, secure data storage, and tools that scan a user’s email to identify and track online accounts.

Separately, a test landing page references Just Enough Auto, described as customizable coverage that lets customers skip protections they don’t want. Details remain limited.