Insurtech startup Trov has launched its on-demand insurance platform in the UK, in partnership with AXA Insurance, the company announced today.

Trov enables users to insure personal belongings using their mobile phones for the duration they choose. Items protected through Trov are covered internationally against accidental damage, loss, and theft, according to the company. Claims are also handled via an in app chatbot.

“Trov presents people with a modern alternative to the arcane practices of a 300­-year­-old industry in serious need of an overhaul,” Trov Founder and CEO Scott Walchek said, in a statement. “Single item protection is just the beginning of what’s possible with a platform that can power micro-­duration insurance.”

Trov is offering protection for laptops, mobile phones and cameras at launch. Additional categories such as sports equipment and jewelry will be rolled out over the next year, it says. AXA will provide underwriting capital and insurance licensing for Trov in the UK marketplace.

“The launch of Trov in the UK heralds a new age of insurance, which will see millennials, the most underinsured generation ever, introduced to a way of insuring their belongings that fits with their lifestyle,” said Gareth Howell, managing director at AXA Insurance.

Trov first launched in Australia in May 2016, in partnership with Suncorp. The company will soon roll out its mobile platform in the U.S. in 2017, in partnership with Munich Re.

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