Rivian to initially launch in-house insurance program in 40 states

Electric truck startup Rivian released Thursday details of its in-house Rivian Insurance program, which it says will be integrated into its digital ordering process.

The insurance will initially be available in 40 states. Keeping in line with the company's marketing as an adventure vehicle" company, customers will also have the option to cover their home and recreational equipment, such as boats, dirt bikes, and campers. Rivian's plans to start an insurance program first leaked more than a year ago after a job posting was spotted.

What makes the insurance offering stand out, however, is its integration with the Rivian vehicle platform and Driver+ safety suite, which the company said in a blog post will help deliver tailored, data-driven coverage." Customers who choose Rivian Insurance will get Driver+ rate reductions, with more details to come. Drivers can additionally opt in to a separate program that offers savings for using Rivian's Active Driver Assistance software.

It's a clever move for the company, which plans to bring its first electric pickup to market later this year. Like Tesla, Rivian intends to have Rivian Collision Centers and Service Centers performing the work - and by keeping everything in-house, the company is likely thinking customers will be attracted to a seamless insurance program. Rivian Insurance is another instance of the newer entrant following in the veteran's lead, but with one big advantage: Tesla Insurance is only available to owners in California.