Eat Cake rebrands to Milly Books

Insurance startup Eat Cake has rebranded as Milly Books , maintaining the same core proposition.

Founded in 2021, Milly is a digital marketplace that helps independent insurance agencies value, buy, and sell books of business. Agencies can connect their AMS for real-time valuations, list full books or slices anonymously, and transact securely with matched buyers—all within a single platform.

The company has a team of 35, according to LinkedIn, reflecting a 17% increase in headcount over the past year.

In 2023, Milly raised $1.3 million in a pre-seed round led by Markd, with participation from 2ndF, Iridium Bloom LLC, 101 Weston Labs, IIANC, and others.