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PE-backed Goji appoints Breitstone as CEO

Boston-based Goji, a personal lines insurance platform, has named Peter Breitstone as CEO. Breitstone’s work background includes senior leadership roles at such companies as Insureon and Aon. Goji’s backers include Thayer Street Partners, Coffin Capital & Ventures and Five Elms Capital.


BOSTON-Peter Breitstone, a former senior executive at Insureon, Aon, and Zurich, was named CEO of Goji, a leading technology-enabled personal lines insurance distribution platform that matches high lifetime value preferred consumers with more than a dozen national insurance carriers.

Breitstone’s appointment was announced by Matt Coffin, Goji’s recently-appointed Executive Chairman. Coffin, a successful Fintech investor and marketer, was previously Founder & CEO of

Goji’s innovative online-to-offline high-touch concierge model uses a data-driven, consultative approach to seamlessly match consumers and insurance carriers, meeting each of their needs.

Coffin also manages his private investment firm, Coffin Capital & Ventures, which has invested in Goji.
“Peter’s industry experience and success in leveraging technology within the InsurTech space makes him uniquely qualified for this position,” Coffin said. “We look forward to Peter expanding and leading the Goji team to achieve exceptional results.”

Breitstone has more than 20 years of senior executive leadership experience at several global insurance companies, including: Insureon, a leading player in the InsurTech space (EVP of Sales, Programs and Facilities), Zurich (SVP of Enhanced Market Dynamics at Zurich N.A.), and Aon (CEO of Aon Global Environmental Services Group and Aon’s Agency Specialty Product Network and Private Risk Management). Breitstone also built and ran Environmental Partners, an insurance brokerage specializing in Environmental Risk and Insurance Management, which he sold to Aon.

He is a three-time winner of Risk & Insurance’s Power Broker award and is admitted to the Bar in New York and the District of Columbia.

“We have the only truly scalable, data-driven platform that is able to identify, convert and retain high-value preferred customers, resulting in a large and profitable book of business,” Breitstone said.

Goji primarily writes home and auto coverage for consumers on behalf its integrated network of national insurance carriers. “Insurance is complicated,” Breitstone said. “Most preferred customers are not comfortable making decisions that involve insurance coverage of their most valuable assets without speaking with a licensed agent,” he said. Goji is currently a licensed agency in 41 states.

Breitstone explained, “The current climate has resulted in price instability, which has pushed a lot of consumers into the market to seek out easier alternatives for cost-effective insurance coverage. Goji identifies niche trends where market dislocations lead to unjustifiably higher prices for certain customers and offers them better and cheaper product options while offering carriers the opportunity to expand in their target markets with high-value preferred customers,” Breitstone said.

Founded in 2007, as Consumer United, the company rebranded as Goji in 2014 to better address the preferences of high-value online buyers.

About Goji
Goji is the leading technology-enabled personal lines insurance platform that seamlessly connects consumers and insurance carriers. Goji was founded in 2007, as Consumer United, and is based in Boston, MA.

Goji’s investors include: Thayer Street Partners, a leading middle-market focused private equity firm, based in New York, Matt Coffin’s Coffin Capital & Ventures, and Five Elms Capital, a Kansas City-based growth capital investment firm focused on tech-enabled companies.