Stanford graduates Kevin Taweel and Jim Ellis acquired Road Rescue, a Houston based roadside assistance service, in 1995. In 2000, this pair of businessmen purchased the Merrimac Group, which offers insurance for cell phones.
The company began expanding internationally in 2003, offering insurance on a variety of electronics including cell phones, satellite dishes, appliances, and jewelry. In 2014, Asurion partnered with America Movil, giving them access to all of Latin America.
In February 2017, Asurion launched its Simplr subsidiary to provide customer-service via on-demand staffing and machine learning. Through Soluto, the company acquired in Drippler, another tech support app company, and merged it with Soluto. In August 2019, Asurion acquired the uBreakiFix national cellular phone repair chain.
Despite the coronavirus and subsequent quarantine, Asurion’s subsidiary, uBreakiFix opened 20 new locations in the third quarter of 2020.
Asurion maintains a corporate office in Nashville, Tennessee.