Disrupting The Broken Status Quo

Throughout his life, Rudio Pino’s father and grandfather were involved in insurance. Inspired by them, he began his own journey, holding positions at ASKE Insurance Advisors and GEICO as a Contributor.

After several industry experiences, Pino aimed to create an independent brokerage to contribute and add value to the industry. This led him to found LUNA. At the same time he created Kingdom Capital, which he describes as a passion project for philanthropy, where they work on flipping houses and using the collected money to help the anti-sex-trafficking space.

LUNA is a technology-based insurance brokerage. Pino shares that their goal is to “replace the typical insurance model” with an app for clients and a backend agency management system (AMS) built out with a Content Management System (CMS) and other tools for the agents.

The LUNA process is fun and experiential. Once the user downloads the app, they submit their information and become a lead. Immediately, the client receives competitive quotes from all the top companies and carriers. From here, the client selects the best price, and an agent guides them through the process.

LUNA guarantees that you’ll never need another insurance agent or app again. The policies are displayed live in the LUNA app, which acts as a centralized storage place. It provides one place for everything, you can receive 24/7 service from an agent, request a vehicle change, and add a driver. It’s a full line insurance brokerage in an app.

Pino believes that “LUNA allows us to do what Uber and Lyft did for the taxi industry for insurance”. This means agents don’t need to show $200,000 in the bank with a big-name company, build a team, and be stuck at their desks. Instead, they can use the LUNA platform to work the leads that come through, communicate with agents, and build their own book of business.

Building a Scalable Model for Insurance

LUNA does not stop at being just an app. Pino highlights that they have a franchise model as they scale their company. To support this, they have a full-stack team of developers that keep building and improving the app and it’s surrounding ecosystem.

As of right now, LUNA offers personal lines brokerage, with plans to add to commercial auto lines and test out telematics.

Pino emphasizes their commitment to making processes more convenient for customers, reinforcing the concept that LUNA should replace the time spent on emails, phone calls and walk-in offices.

The Secret Sauce

Pino shared that they just launched their MVP and he is full of hope and expectation that they will deliver on their guarantee that people will never need another insurance agent again.

In that regard, Pino highlighted that even though they don’t want to reveal their “secret sauce” for lead acquisition, he did state that they “don’t compete in keyword bidding” because there’s no way that a “small startup” can compete with insurance giants.

They are betting all their chips to SEO, focusing on backlining, driving value and curiosity, and building quality content. Lastly, he highlights the importance of creating a healthy company culture and building a company that people trust.