Liberty Mutual Has Discontinued Certainly Insurance Brand
The digital insurance platform has ceased new policy sales and is redirecting auto shoppers to its parent company.
Updated on Sept. 30, 2026 in Insurance
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Liberty Mutual has shut down its digital-first insurance brand, Certainly, ending new policy sales for auto, renters, and small business customers. The transition impacts users seeking new coverage, though existing policyholders retain access to their accounts.
Why it matters
The closure of this digital platform shifts the shopping experience for those previously served by the brand, necessitating a return to main-market providers. Consumers who relied on Certainly for specialized products must now explore alternative coverage options.
Certainly initially entered the market in 2019 with renters insurance premiums starting at $5 a month. By 2020, its small business offerings targeted companies with up to 10 employees across seven states.
The players
Liberty Mutual
A major insurance company providing auto, home, and business coverage to household consumers.
Certainly
A former digital-first insurance brand that offered renters, small business, and auto policies.
The details
Certainly ceased all auto insurance sales on September 30, 2026, and stopped accepting new renters and small business customers in January 2025. Customers visiting the site are now directed to Liberty Mutual for auto quotes. Existing policyholders can still use the portal to manage active policies, file claims, and reach support teams.
Timeline
2019: Liberty Mutual launched the Certainly insurance brand.
2020: Certainly added small business insurance in seven states.
January 2025: Certainly stopped accepting new non-auto insurance customers.
September 30, 2026: Certainly ceased auto insurance sales.
Money Landscape
The move marks a departure from the 2019 launch of the Certainly insurance brand, signaling a consolidation of digital services back into the parent firm. This restructuring reflects a broader trend of insurers realigning their digital footprint within the national marketplace.
If you held an active policy with the brand, you should confirm your account login remains functional for claims processing. Prospective shoppers who were looking for Certainly policies must now consult with a licensed professional to compare quotes from available providers.
The takeaway
The end of the Certainly brand consolidates services under Liberty Mutual and shifts the customer experience for prospective buyers. Review your existing policy documents today to ensure you have updated contact information for your current insurer.
Further reading
For more information on managing your coverage, visit our Insurance section.
Source note: This article includes information reported by Coverager - Insurance news and insights.
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