Whether they buy from a dealership or build a car on an OEM’s website, one important metric for new-car buyers has become the total cost of ownership.

Shopping online or at dealerships, buyers can get the exact cost of a car, options, service plans, mileage, financing costs, etc. What they can’t get is the cost of insurance. To get that information, buyers are forced to go to their traditional agents or shop on multiple insurance sites to get an idea of what their total cost of ownership will be. The process is time-consuming and repetitive. 

In The Car, a digital-first auto insurance application, can now tell buyers exactly what their insurance will cost, how that fits into their total cost of ownership, and provide a customized A-rated auto policy in one step. 

“With just one click buyers can get a competitively priced insurance policy and drive off the lot. The customer is happy and the dealer can move onto the next customer,” says CEO Matthew Edmonds.

In The Car has already been incorporated into the six major automotive dealer management systems used by most OEMs and dealers. It starts with customer information provided as part of the initial sales application. Then In The Car applies actuarial data from a multitude of third-party sources about the customer’s driving record, prior insurance claims, other household vehicles and drivers and more. The app then generates a customized policy for the car and its driver. The company says the entire process takes less than 30 seconds. 

A recent nationwide survey by consulting firm Deloitte found that one out of three car buyers is interested in purchasing insurance at the dealership. Another survey by J.D. Power found that a third of auto insurance customers said they were open to insurance provided at the dealership or by the manufacturer. And yet another study, this time by McKinsey & Co., found that auto insurance distribution – the way it is sold – is poised for fundamental changes.

Working with a big-three U.S. car manufacturer, In The Car says it has already demonstrated the power of its platform. During soft launches, nearly 50% of buyers requested insurance quotes, and 20% proceeded with customized policies created specifically for them. 

“In The Car doesn’t just save time—it redefines the entire car-buying process,” Edmonds said. “We’re giving consumers a complete understanding of their total cost of ownership from the start, combining both car price and insurance premium into a single, transparent package. This makes the car-buying experience faster, easier, and far more efficient for everyone.”

In The Car says it also saves customers money. Legacy auto insurance giants spend billions on marketing that they pass onto consumers. In The Car has no costly ad campaigns and passes the savings on to buyers. The platform allows manufacturers and dealers to offer insurance at rates up to 20% lower for well-qualified drivers, with strong credit and a clean driving history. Edmonds predicts that in just five years, 25% of all auto insurance policies will be purchased directly through car manufacturers or dealerships. 

Claims are handled by a well-known third-party administrator. Unlike other insurance companies, policies sold by In The Car do not prohibit the use of in-house body shops and OEM parts.