Startup Trov aims to disrupt insurance with the swipe of an app

New York

THE on-demand economy, which uses smartphone technology to immediately fill consumer needs, has changed the way people order food, a car, or a place to stay. Now, technology startups are targeting the next business frontier - insurance - offering coverage with the swipe of an app.

Trov, a San Francisco Bay Area firm that provides smartphone-based on-demand insurance for individual assets, such as computers or cameras, for any duration, was launched in the United Kingdom on Tuesday, backed by insurance firm AXA SA.