Roots drops ‘Automation’ in rebrand

Roots , the company behind InsurGPT and an agentic AI platform built for insurance, has rebranded from Roots Automation to Roots.

The move reflects its shift from automation to broader AI-driven solutions tailored for the insurance industry. Along with the name change, Roots introduced a new logo and launched a redesigned website at www.roots.ai.

Founded in 2018, Roots has a team of 122 and has raised $43.95 million, with backing from Liberty Mutual.

The startup’s platform helps insurers streamline operations using pre-trained, insurance-specific AI. Clients include Eastern Alliance, Berkshire Hathaway GUARD, and Progressive Fleet & Specialty Programs—each leveraging Roots’ AI-powered digital coworkers and chatbots like Phyllis, Roxy, and Rex to automate claims processing and document handling.