Assurant, a global leader in device protection and circularity, has entered a strategic partnership with Plug, a fast-growing direct-to-consumer platform for certified pre-owned (CPO) smartphones and electronics. The partnership, announced on 8 July 2025, is aimed at scaling Plug’s operations and broadening consumer access to high-quality, affordable Apple iPhones, tablets, laptops, and accessories.
Plug brings bold digital expertise
Founded in 2020 and based in St. Louis, Plug has rapidly built a reputation for quality and customer service. The company sources used devices from enterprise clients, carriers, and suppliers, using proprietary systems to inspect and grade them at its U.S. facility. Its bold social commerce strategy and digital-first brand presence have helped it reach consumers in over 150 countries.
Assurant boosts scale and standards
Through this partnership, Plug gains access to Assurant’s global refurbishment infrastructure, device inventory, and testing capabilities. Assurant’s involvement is expected to enhance Plug’s quality control, which already covers over 90 inspection points, and improve logistics efficiency while maintaining Plug’s 12-month warranty, 30-day return policy, and fast shipping model.
Customers see greater value and impact
The collaboration will lead to lower prices through expanded inventory and higher device quality thanks to shared refurbishment standards. Assurant and Plug both emphasize sustainability, aiming to extend device lifespans and reduce electronic waste. This supports their shared mission of advancing a more circular and environmentally responsible technology market.
A step toward a larger ecosystem
Alex Alyatim, CEO of Plug, called the move a step toward creating a broader, consumer-first ecosystem rooted in value and education around certified pre-owned technology. Jeremy Purvis of Assurant added that Plug’s unique brand and approach make it an ideal partner to accelerate the shift toward sustainable tech adoption at scale.
Market
Trade-in
Repair
Refurbishing
