In The Car (ITC), a business offering digitally embedded insurance programmes to car manufacturers and dealerships, has chosen insurance-focused AI firm Earnix to support its move from two US states into 18 further markets.
Under the agreement, ITC will deploy Earnix’s Price-It pricing and rating platform alongside its Filing Accelerator tool. The aim is to support ITC’s growth across the United States while cutting the complexity that typically comes with pricing and regulatory filings in new territories.
ITC’s growth has outpaced its existing manual processes. Earnix’s technology will take their place, putting pricing and filing control in the hands of business users rather than IT teams. This is expected to speed up rate development and submissions, giving ITC more room to manoeuvre as it launches in new states.
With Price-It, ITC staff will be able to create, trial and oversee pricing themselves. This will let them react more quickly when market conditions shift, and allow wider competitive and market data to inform future pricing. Meanwhile, Filing Accelerator will shorten the time between a pricing decision and its launch by automating filing paperwork and keeping the rates submitted to regulators consistent with those used in production.
ITC builds insurance into the car-buying process, so manufacturers and dealers can offer cover to buyers at the moment of purchase. The company says this produces a more joined-up customer experience and gives its automotive partners new ways to build lasting relationships with buyers. Its white-label, digital-first programmes are designed specifically for OEMs and dealerships.
Earnix describes itself as the first AI company built specifically for insurance decisioning. It draws on more than 25 years of work in AI, risk, pricing, rating, analytics and decisioning. Its technology is applied across pricing, underwriting, claims, customer engagement and retention. Its AIOS platform helps insurers coordinate intelligence throughout the decision lifecycle and make governed, real-time decisions.
In The Car CEO Matt Edmonds said, “The opportunity is to make insurance a seamless part of the vehicle-buying experience and scale that proposition across more dealerships and markets.
“As we move into more markets, we need pricing and filing capabilities that can keep pace with that ambition without adding unnecessary complexity. Earnix gives our team the control and flexibility to manage that growth directly and move faster.”
Earnix CEO Robin Gilthorpe said, “In The Car is rethinking how auto insurance reaches customers.
“As that model expands, pricing and filing have to become an enabler of growth — helping ITC enter new markets faster, adapt quickly and scale without adding unnecessary operational complexity. Our role is to give them the speed, control and flexibility to do exactly that.”
Copyright © 2026 InsurTech Analyst
