So-Sure operates in the mobile insurance market, offering affordable and comprehensive coverage for mobile devices. The company targets individual consumers who seek protection for their smartphones against theft, loss, accidental damage, and other risks. So-Sure's unique business model includes a 'Reward Pot' system, where customers can earn up to 80% cashback on their premiums if neither they nor their connected friends or family make a claim within a year. This innovative approach not only incentivizes careful behavior but also helps reduce fraud, which in turn keeps insurance costs lower for everyone. The company generates revenue through insurance premiums paid by customers. So-Sure differentiates itself by focusing on customer value rather than profit, offering lower prices compared to traditional mobile network insurers, and providing a user-friendly experience through their app and UK-based claims team. The market for mobile insurance is competitive, but So-Sure's emphasis on customer satisfaction and cost-effectiveness positions it well for growth.

Keywords: mobile insurance, cashback, theft protection, loss coverage, accidental damage, affordable premiums, customer value, fraud prevention, reward system, UK-based claims.