If you’ve ever unboxed a new iPhone or MacBook, you know the feeling: the easy slide of the lid, the carefully engineered casings and the quiet precision of tech built with care. More than packaging, it’s anticipation, calm, and trust in one experience. It’s the moment the brand makes its promise and pays it off in the same breath. And despite all that thoughtful design, it’s simple. Your device is out of the box and up and running in minutes.

When we set out to redefine the cargo insurance experience, we wanted to bring a similar sense of thoughtful simplicity to an industry that rarely, if ever, gets described that way. We wanted the purchase and use of coverage to feel more like those moments.

The history of insurance is filled with policyholder experiences that are the opposite of that “unboxing” moment: untrustworthy, involuntary, wasteful. Insurance is something we hope we never have to use, and yet we still part with precious funds for protection that may never visibly show its value. Add a buying experience that’s slow, unwieldy, and frustrating, and insurance becomes a forced march. Then layer on a claims process that’s often worse, arriving in the aftermath of a loss at the exact moment we finally need that value, and the distrust becomes understandable.

And all of this is happening at a time when freight risk is rising:

• According to Overhaul’s Q3 2025 Cargo Theft Report, theft incidents in the United States increased 29 percent year over year and 23 percent quarter over quarter.
• European supply chains have fared no better and are also seeing sharp increases in cargo theft.
• Highway’s Q3 2025 Freight Fraud Index shows continued growth in both the frequency and sophistication of identity-driven attacks targeting brokers and carrier networks.
• Extreme weather adds yet another layer of volatility.

When a dramatic rise in shipping risk sits on top of an insurance experience that erodes confidence and discourages purchase, the results are predictable. It’s no surprise the global freight industry suffers from underinsurance, with estimates suggesting that as much as 60 percent of freight flows are underinsured and often uninsured.

Solving these problems was never just about redesigning paperwork. It requires technology to remove manual friction, reduce delays, and bring clarity to moments that once felt uncertain.

Why cargo insurance had to change

Insurance was overdue for reinvention. Acquiring cargo coverage needs to feel different. It needs to reassure, not frustrate. It needs to reinforce the wisdom of the purchase and help overcome the natural dissonance that comes with buying a policy.

Unlike Apple products, which, despite being highly functional, may be seen as luxury, insurance is a staple. It’s driven by rational need and is often required. But the experience still matters. That first moment, whether unboxing a device or binding a policy, helps overcome the natural skepticism people bring to insurance. Apple uses design to convey care and intention. For Loadsure, that same discipline has translated into confidence and trust. It’s a promise that the experience will be intuitive, precise, and built around the user.

Shipments are time-sensitive, operations are complex, and traditional coverage workflows simply cannot keep up. We built Loadsure to change that, using data, automation, and AI-supported workflows to re-engineer cargo insurance around the way freight, owned or brokered, actually moves today. Our goal is to make freight coverage feel effortless.

Designing the insurance experience freight deserves

Think about that Apple unboxing moment again: the care in every detail, the smooth reveal that makes you think, “Of course it works this way.” That’s the feeling we wanted shippers and brokers to have. The first time you log in to Loadsure or experience our TMS-embedded flows, you sense it: the clean interface, clarity of language, and absence of unnecessary steps. Quoting and binding take minutes, not days. Certificates are generated immediately. No friction. No guessing. No waiting.

Behind the scenes, advanced underwriting logic, real-time pricing, and automated documentation do the heavy lifting so users experience clarity instead of complication.

The freight world runs on trust. Shippers trust brokers to manage their shipments safely. Brokers trust carriers to move them efficiently. And everyone depends on coverage that is there when it matters most. When it does, speed and clarity matter. We designed Loadsure so coverage is quick to quote and bind and then quietly runs in the background. The protection is simply there, instantly and intelligently, exactly when it is needed.

Watch our onboarding and quoting demo here.