Most people do not think about insurance until disaster strikes: when flights are cancelled, phones break, or medical bills pile up. That is when they realise they were either never covered or did not understand their coverage. Gideon Hurwitz, co-founder and CEO of Forgettable, knows this problem all too well.
“When things go wrong, life is stressful enough without deciphering your policy,” Hurwitz said. “Forgettable provides instant, clear answers without needing an agent, helping users resolve issues quickly and confidently.”
Forgettable is an app designed to decode existing insurance policies—including those tied to credit cards, jobs, or past purchases—and present them in plain language within seconds. Unlike platforms that push new products, Forgettable focuses on helping users maximise what they already own.
“We are solving the confusion, missed claims, and wasted money that happen when the stakes are high,” Hurwitz explained. “Forgettable helps people use the protection they already have, right when they need it most.”
That mission has resonated particularly with a younger, digital-first generation that views traditional insurance as slow, opaque and outdated. For Hurwitz, the disconnect between young consumers and the insurance industry was both an obstacle and an opportunity.
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“It is not that they do not care,” he said. “They just do not feel connected to it. That disconnect can quietly cost years of savings when they miss out on coverage or buy protection they didn’t need.”
Building for a digital generation
Forgettable’s development has been shaped by eight months of co-creation with early users through interviews, usability tests, and live pilots. Each feature, from easy onboarding to the ability to share policies with an emergency contact, was inspired by real-world feedback.
“Our mission is to help the younger generation take control of their financial protection,” Hurwitz said. “Feeling protected also means making sure someone else knows too.”
Soon, the app will go beyond explanation. Users can explore and purchase additional protection directly through Forgettable, guided by gaps identified in their current coverage. “It is not about selling more insurance,” Hurwitz noted. “It’s about helping people make smarter, proactive decisions before something happens, not after.”
Forgettable’s acquisition strategy reflects its understanding of how Gen Z and young Millennials engage with financial products. The app does not chase attention; it earns it.
“Our users are digital natives who live their lives online, and we meet them where they actually look for answers,” Hurwitz said.
That means being present when people need you and building trust through value-driven content on LinkedIn and Reddit. Forgettable’s posts explain, for example, what travel insurance comes with your credit card or how to use hidden work benefits.
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Users can instantly see visual summaries of their coverage in plain English inside the app before paying anything. Hurwitz said the experience’s simplicity becomes its strongest growth engine. “Forgettable doesn’t try to make insurance exciting; it makes it clear. When someone discovers they are already covered, they tell five friends. That’s how we grow.”
Hurwitz admits that trust is the most complex challenge for any insurtech startup. “Insurance is one of those topics where people immediately assume you’re trying to sell them something,” he said. Forgettable addresses this by practising what he calls “radical transparency.”
“We don’t earn from upselling new policies on day one,” he emphasised. “Forgettable starts by helping users understand what they already have.”
The company also relies on “human storytelling,” or real stories of missed claims and surprise coverage, to show users the tangible value of clarity. Because attention is fleeting, Forgettable is built to feel as natural as checking your bank balance: visual, quick, and mobile-first.
Forgettable’s business model is built around alignment, not exploitation. Its freemium tier lets anyone upload and decode their policies for free. A premium subscription adds extra features such as family accounts and automated claim tools. Finally, a transactional layer lets users fill gaps in their coverage, with transparent commissions shown in-app.
“We are building sustainability by aligning incentives with clarity,” Hurwitz said. “The more users trust Forgettable to help them understand their protection, the more naturally they will use it to manage or upgrade it.”
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From Singapore to the world
Currently a Singapore-first startup, Forgettable plans to expand across Southeast Asia and other digitally mature markets. Its AI engine can extract and explain insurance details from policy documents, which means localising for new languages and insurers is relatively simple.
“Insurance confusion looks the same everywhere — fragmented, opaque, and full of missed opportunities,” Hurwitz said. “Forgettable’s goal is to become the universal layer that translates that chaos into clarity.”
Backed by global early-stage VC firm Antler, Forgettable is set firmly in 2026. The company aims to evolve into a complete insurance platform where users can simulate scenarios, analyse protection gaps, and act instantly to close them.
“By the end of 2026,” Hurwitz said, “Forgettable will move beyond explanation into action, helping this generation not just understand their insurance, but truly take control of it.”
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Image Credit: forgettable
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