Assureful is an insurtech company with operations in the United States, the United Kingdom and Hong Kong. It specialises in AI-driven Pay-As-You-Sell product liability insurance for global eCommerce sellers. Leveraging data that cover third-party eCommerce merchants, Assureful has launched products to meet customer needs to fill market gaps. In 2025, the company established Assureful (Asia) Limited in Hong Kong to support the fast-growing cross-border eCommerce sector and strengthen its presence in Asia.
The Hong Kong entity plays a key role in regional business development and distribution. Its Commercial General Liability (CGL) product is underwritten with delegated authority from QBE Hongkong & Shanghai Insurance Limited on an occurrence basis, ensuring strong local underwriting support as well as regulatory and technical compliance.
By integrating real-time sales data from major marketplaces such as Amazon and Shopify, Assureful accurately calculates monthly premiums, providing transparent, flexible coverage aligned with actual sales performance. The company plans to use Hong Kong as its base to expand partnerships and distribution channels across Asia.
