Jewelers Mutual Group has announced the acquisition of EventGuard, a division of licensed insurance agency Indemn that specializes in event and wedding insurance coverage.
The transaction marks the company's entry into an adjacent vertical as part of a broader diversification strategy.
JM Insurance Agency Partners will operate the program through Markel Group Inc., an insurance carrier with a focus on event coverage. The program will use generative AI to deliver event liability and cancelation insurance, including wedding coverage.
Mike Alexander (pictured above), president at Jewelers Mutual Group, said the acquisition will position the company to expand its product offerings.
"We're accelerating our ability to deliver tailored programs, from protecting valuable items to insuring meaningful experiences, through modern platforms and intuitive customer experiences," he said. Alexander added that the company looks forward to expanding its reach to bring protection to more customers.
EventGuard was one of the first insurance programs sold through GPT-based AI technology. Indemn built and launched the program in 2021-22 as a real-world test for generative AI in insurance distribution. Indemn has since shifted its focus to AI agent development.
Read more: Jewelers Mutual Group buys JIBNA
Kyle Geoghan, co-founder and CEO of Indemn, said the partnership will allow both companies to offer customers protection programs powered by innovation. He emphasized the shared commitment to meeting customers where they are.
The EventGuard acquisition follows a series of deals by Jewelers Mutual in 2025. In July, the company acquired the personal jewelry insurance business of Jewelry Insurance Brokerage of North America (JIBNA), which had offered coverage since 2007 through independent agents.
That transaction expanded Jewelers Mutual's position in a market where distribution is split between independent agents, digital platforms, and jewelry retailers.
Earlier, the company entered the Australian market through the acquisition of Jewellers Loop, the agency behind Q Report and JewelCover. That deal marked Jewelers Mutual's first international expansion in its personal lines business.
