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SF Insuretech Inc.

Provides car insurance for drivers, with prices based on driving behavior.

Updated Nov 10, 2026·Latest SEC filing May 14, 2026·Suggest an edit

About Just Insure

Just Insure is a private company based in Los Angeles, California. It has reported $32,791,920 raised in ten offerings on Form D since January 2020. Its chief executive is Robert Smithson.

Funding Rounds (SEC Form D)

First saleFiled with SECAmount soldInvestorsAvg. checkTermsFiling
Apr 30, 2026May 14, 2026$1,400,000of $4.0M target4$350KDebt, Securities on exerciseRule 506(b)Form D ↗
Jul 4, 2025Jul 17, 2025$1,233,212of $8.0M target2$616KDebtRule 506(b)Form D ↗
Sep 6, 2024Sep 17, 2024$800,000of $6.0M target2$400KDebtRule 506(b)Form D ↗
Aug 15, 2023Sep 11, 2023$375,000of $5.0M target2$187KDebtRule 506(b)Form D ↗
Jul 5, 2022Jul 8, 2022$14,786,322of $25.2M target9$1.6MEquityRule 506(b)Form D ↗
May 3, 2022May 26, 2022$4,186,264of $5.0M target4$1.0MSecurities on exerciseRule 506(b)Form D ↗
Aug 5, 2021Sep 20, 2021$1,000,000fully sold1$1.0MOptionsRule 506(b)Form D ↗
Apr 22, 2021Apr 26, 2021$3,000,000of $5.0M target3$1.0MDebtRule 506(b)Form D ↗
Jun 25, 2020Jul 14, 2020$4,810,934of $5.7M target8$601KEquityRule 506(b)Form D ↗
Dec 16, 2019Jan 15, 2020$1,200,188fully sold5$240KEquityRule 506(b)Form D ↗
Total, ten offerings$32,791,920

First sale is the date the first investor in the offering committed to invest. Companies must file Form D within 15 days of that date, so filing dates run later.

Leadership Team

Executive officers and directors listed on Just Insure's Form D filed May 14, 2026.

RS
Robert Smithson
Co-founder & CEO, director
DL
David Luskin
Director
MM
Murray Macdonald
Co-founder & COO, director
MK

Earlier filings also listed Rob Bauer (director, last listed Jul 2025), Gregory Lyons (chief financial officer, last listed Jul 2025), Ivo Welch (director, last listed Jul 2022), Rick Smith (director, last listed May 2022) and Greg Ferkel (director, last listed Jan 2020).

Sources

  1. SECSF Insuretech Inc. filing history
  2. CompanyJust Insure: About Us
  3. InvestorManchesterStory: Just Auto seed financing