D2C Insurtech

Owns the customer. Pays too much to get them.

Customer relationship

High engagement potential

High CAC

Weak purchase-moment conversion

Slower path to profitable scale

B2B2C + D2C Hybrid

The embedded wedge. The owned relationship.

Low CAC through embedded checkout

Higher conversion at point of purchase

Frankly-owned hub drives repeat engagement

Upsell from micro-cover to broader protection

Higher LTV, stronger retention and better CAC:LTV

Embedded B2B2C

Owns the moment. Loses the customer after.

Low CAC

High checkout conversion

No owned relationship

Limited upsell

Lower LTV per customer

Competitor Overview

Frankly sits where insurance for Clara finally becomes scalable and profitable.

D2C wins engagement but loses on CAC. Embedded wins CAC but loses on LTV. Frankly combines low-cost acquisition with owned retention and upsell.