Blink Cyber is down
Chubb has shut down Blink’s only remaining product – personal cyber insurance.
Blink by Chubb was introduced in early 2021 as “the company’s first-ever endorsed brand of insurance for millennials,” offering cyber insurance starting at $5.28 per month. The product promised coverage for expenses related to cyber events such as identity theft, fraudulent wire transfers, cyberbullying, and ransomware extortion.
In 2022, Blink expanded into income protection. The coverage promised monthly benefits—up to $2,500—for those unable to work due to illness or injury under a doctor’s care. Branded as Blink Paycheck, it was officially launched in September 2022 after an initial preview in May.
However, that product was discontinued in October 2023, leaving Blink with just one offering—cyber insurance.
At launch, Chubb expressed interest in expanding the Blink brand to renters, life, travel, and pet insurance. Those plans never materialized.
We reached out to Chubb and received the following response:
“After thorough review and careful consideration, Chubb has made the decision to stop writing new personal cyber insurance sold through its Blink by Chubb endorsed brand across the US. Existing Blink Cyber policyholders will continue to be serviced, including online claims processing and self-service policy management. Chubb will remain a market-leading provider of personal and commercial cyber insurance protection, as well as risk mitigation services for individuals, families and businesses.”
Bottom Line: Several incumbents have launched D2C brands aimed at millennials – including Traverse by Travelers, Link by Prudential, and Haven Life by MassMutual. A few remain, but it’s rarely the millennial appeal that sticks. Disruption is adoption.
Blink was also positioned as an embedded insurance play, partnering with Batten, SoFi, and Fletch. However, Chubb benchmarked its US results against its international partners: Nubank, ByteDance, Shopee, and Rappi. But the US isn’t a follower. To give an idea of what conversion looks like overseas, consider this note from the Coverager newsletter earlier this month:
“In November 2024, the digital bank reached 100 million customers in Brazil. Chubb and Nubank have been partners since December 2020, and last year, Nubank reported $29 million in insurance commissions – that’s 29 cents per customer per year, or 0.252% of its revenue.”
And so, this is the right move. Another smart move would’ve been to start with a different set of products—like this one.
