WAS Insurance

WAS Insurance sells minimalist personal electronics insurance that covers phones, laptops, cameras, and tablets against accidental damage, theft, and liquid spills. Policies are priced in the mid-range tier: £4–£9 per month for a £1,000 device, with zero excess on the first claim and 24-hour replacement. All underwriting, claims and support are handled online through wiseandsilent.com; there are no call-centres or high-street branches. The brand’s signature is “silent cover”: policies activate instantly at checkout, remain invisible on the device, and claims are approved or declined within 30 minutes by AI photo verification. A no-questions-asked first claim and one “grace re-quote” per year are marketed as industry firsts. The monochrome web portal and single-page policy document have become shorthand for no-frills protection among Reddit tech forums. Customers are 20-35-year-old urban freelancers and remote workers who buy direct after adding a new device to basket and want coverage without upsells or spam. They value speed, privacy and design consistency—many admit choosing WAS because the site feels like the hardware brand they just purchased. WAS competes with large general insurers and carrier add-ons that bundle phone cover into household or mobile contracts. It differentiates by abandoning bundles, ads and phone support, cutting price 30-40 % below equivalent single-item cover and positioning itself as the only insurance brand that “disappears” after purchase.