Goose Insurance Services announced that it closed a $4 million Series A funding round led by Axis Insurance Managers, with participation from Impression Ventures, Real Ventures, and Manchester Story.

The Vancouver-based InsurTech plans to use the funding to accelerate the adoption of its consumer-focused insurance super app in Canada and the U.S. through education and awareness initiatives, according to a company press release.

“Rather than focusing on one insurance product, we realized that consumers are underserved with many insurance products, and that’s why we have built a one-stop shop,” Dejan Mirkovic, co-founder and CEO of Goose Insurance, told Carrier Management.

He said that the company builds technology and insurance products offered to consumers directly, allowing consumers to self-serve insurance products through the Goose Insurance Super-App. The company currently offers life, travel, renters, critical illness, and pet insurance, but Mirkovic said it plans to make up to 30 consumer-focused insurance products available to underserved consumers in the future.

“The first thing that sets us apart is our focus on reaching underserved consumers and providing them instant access to multiple insurance products,” he said. “We turn every smartphone in the world into a self-serve insurance storefront.”

Indeed, Goose has found that coverage gaps exist among certain consumer groups due to lack of education on the need for life insurance and awareness about affordable and accessible insurance options, the company said in a press release. According to a 2022 Goose survey of consumers in the U.S. and Canada aged 25-44, 37.6% of U.S and 40.5% of Canadian respondents said they would be more likely to spend $10 a month on streaming subscriptions compared to the 22.5% of U.S. and 21.6% of Canadian respondents who would pay for a life insurance policy.

“There are many essential insurance products consumers should protect themselves with but are not,” he said. “There are high levels of under-penetration across many voluntary consumer lines. ”

Goose has expanded its product offerings by working with carriers such as AIG, IMG, iA Financial Group, TeachersLife, and American Amicable. It was also recently appointed a coverholder for Lloyds of London.

“We have been able to activate mid-market consumers in the U.S. and Canada across all generations,” he said. “Selling over 30,000 policies to consumers with viable unit economics gave our new and existing investors high levels of conviction.”

Mirkovic said in the future, the company has a goal of doubling in size and making insurance accessible to more than 200,000 Goose members.

“We’re on a mission to make insurance products instantly accessible to the 200 million underserved consumers through our self-serve insurance super app,” he said in the release.