Root is a car insurance company founded on the belief that people who drive well are less likely to get into accidents, and that those people should pay less for insurance. With that in mind, Root set out to reinvent a broken industry—an industry that was still assigning rates based primarily on demographics and had an archaic agent structure. Using technology in smartphones to measure driving behavior—such as braking, speed of turns, driving times, and route regularity—Root determines who is a safe driver and who isn't. By only insuring safe drivers, Root can offer more affordable rates. And the entire Root experience lives in a simple, easy-to-use app.