2017 Shortest Lived Insurance Brand

It’s official. Lulo, the fruit, the insurer, and the failed experiment, is no longer signing up any new customers . Look.


Recall. Back in August, Coverager was the first to report on Liberty Mutual’s D2C brand Lulo that was established to offer renters insurance for folks living in Ohio; for starters. Later, on October 9th, Coverager reported the odd behavior of Lulo, after it took down its ‘Get My Price’ button, essentially turning Lulo into a landing page.


Bottom Line: short-lived.