Swigart, the former CMO for Esurance, decided to take on the worker’s compensation insurance sector with an eye toward helping small-business owners who want to be able to purchase the coverage digitally.

“Small businesses are overcharged in worker’s comp relative to their risk profile,” Swigart said in an interview after announcing the company at Insuretech Connect in Las Vegas.

“The core of our customer base will be those that pay less than $5,000 per year for workers comp – that’s most small offices up to about 15 employees.”

Through a partnership with Valen Analytics, Pie will be able to more closely match small businesses’ premium to their actual risk, Swigart explains.

“Small businesses have meaningfully lower claims frequency” that emerges from Valen’s data, he says.

“We think we can deliver them an easy, direct experience. There is essentially no direct distribution for small businesses in commercial lines, but even less so for worker’s comp.”

The company will distribute mostly through a web site, but also through digital partnerships with other organizations and online brokers like AP Intego.