Jewelers Mutual Group, an insurance and business solutions provider focused on the jewelry industry, said it has acquired EventGuard, an event insurance program that previously operated as a division within Indemn, a licensed insurance agency and insurance technology company. Financial terms of the deal were not disclosed.
The acquisition is designed to broaden Jewelers Mutual Group’s reach beyond traditional jewelry coverage by adding event-focused products such as event liability and cancellation insurance, including wedding coverage. The company said the move supports a strategy to diversify into adjacent verticals, strengthen profitability, and build a more sustainable long-term growth platform.
Under the new structure, JM Insurance Agency Partners will operate the EventGuard program, working through Markel Group Inc. as the insurance carrier and specialist in event coverage. Jewelers Mutual Group said it plans to apply generative AI capabilities across its insurtech solutions as it scales the program and develops additional coverage options intended to match evolving consumer expectations for more flexible, accessible insurance.
EventGuard’s origins were closely tied to the early commercialization of generative AI in insurance distribution, according to the companies. Indemn built and launched EventGuard in 2021–22 as a real-world test of GPT-based AI for selling insurance. Indemn said it has since expanded into building AI agents for insurers and agencies, including a human-in-the-loop sales and service copilot intended to help refine models over time.
Jewelers Mutual Group framed the acquisition as an extension of its broader product and technology strategy: protecting high-value items while also offering coverage for life events and experiences that carry financial risk. The company said integrating EventGuard will enhance JM Insurance Agency Partners’ capabilities and help it deliver new programs through modern platforms and customer experiences.
Jewelers Mutual Group, founded in 1913, said it has expanded beyond insurance into digital tools and solutions aimed at helping jewelers mitigate risk, grow their businesses, and deepen customer relationships. The group’s insurers have received 39 consecutive “A+ Superior” ratings from AM Best, as of November 2025, according to the company.
KEY QUOTES:
“Integrating EventGuard’s expertise into our business will further position Jewelers Mutual Group as a market leader. We’re accelerating our ability to deliver tailored programs, from protecting valuable items to insuring meaningful experiences, through modern platforms and intuitive customer experiences. We look forward to expanding our reach to bring trusted protection to even more customers.”
Mike Alexander, President, Jewelers Mutual Group
“We are thrilled to join forces with Jewelers Mutual Group. Together, we will be able to offer customers unmatched protection programs, powered by innovation and an unwavering commitment to meeting people where they are.”
Kyle Geoghan, Co-Founder and CEO, Indemn
