Liberty Mutual’s Certainly ends its last remaining product

Certainly , the digital insurance brand launched by Liberty Mutual in 2019, is no longer offering auto insurance. Its website now directs shoppers to Liberty Mutual for a quote.

The move follows Certainly’s earlier retreat from other products. In January 2025, Coverager reported that the brand had stopped accepting new renters, small business and workers’ compensation customers. At the time, auto insurance remained available in Arizona, Illinois, Ohio, Tennessee and Wisconsin.

Certainly initially launched with renters insurance in Illinois and Massachusetts, promising simpler online coverage starting at $5 a month. It subsequently added auto and identity protection, followed by small business insurance in seven states in 2020, targeting businesses with up to 10 employees.

The brand’s website still provides links for existing customers to log in, file claims and contact support. The auto insurance notice does not specify when sales ended or how existing policies will be handled.

Bottom Line: Certainly’s roots trace back to Lulo, where Liberty Mutual tested whether it could replicate Lemonade’s $5 renters insurance pitch. It could replicate the offer, but the commitment didn’t last. In our 2020 analysis, “Can Elephants Run?“, we questioned whether incumbent-backed digital brands could turn fresh branding into lasting businesses. Certainly’s retreat offers another data point.