Every great company has a magic trick. 

Apple made computers feel human. Dyson made vacuum cleaners feel aspirational.

And Brane Audio made people believe a portable speaker could do more than a conventional speaker design suggested was possible. They built a driver that broke the constraint set by Hofmann's Iron Law. 

Called the "Iron Law" because it was considered unbreakable till recently. The law states that a speaker design can only achieve two out of three of these core goals: deep bass, portable size, and high efficiency. 

And Brane Audio’s flagship product, Brane X, delivers all three: deep bass that runs on 12-hours of battery, all from a design you can carry with one hand.

Since its launch in late 2023, praise has been piling up. Reviewers have described the speaker as a "lunchbox-size speaker that's capable of producing quite the racket," with major publications like Forbes and WIRED in total agreement:

"The Brane X’s subwoofer, simply put, is one of the most powerful bass-focused Bluetooth speakers on the market."

You can thank its proprietary subwoofer for that. It uses a patented magnetized Repel-Attract Driver (RAD), which is engineered in-house. But the interesting part is just like their flagship offering, Brane Audio has brought a thoughtful approach to the customer experience around it.

From the beginning, the team has been committed to taking care of their customers directly. The challenge was figuring out how to keep that promise as the company scaled. As they have demonstrated successfully, the commitment never changed; only the structure did.

That structure gave customers an additional layer of confidence in a product built around an unconventional approach to speaker design, while giving the brand a more scalable way to stand behind it. And the result has been meaningful, especially on the post-purchase experience.

So, we sat down with Ben Benthea – Operations Manager at Brane Audio, along with Gabby Ferguson – the Public Relations (PR) Director at the company and learned how the brand charged extended warranties into a formula for growth.

The customer-first instinct 

Brane Audio has always backed its product with a one-year manufacturer warranty, and alongside it, something less formal but an equally generous personal warranty. Ben describes their customer success philosophy simply as: "If anybody had an issue, we would help them out."

Anyone who has built a hardware company from the ground up recognizes that sentence. You take care of people directly, you make judgment calls, give them exceptional service, and the goodwill you generate piles up faster than any marketing campaign you run. Brane Audio's team was unusually committed to that approach, and it worked.

However what sets the brand apart is that they thought about the next chapter early. As Gabby framed it: "You want to do the right thing by all your customers, and that gets really expensive over time." 

So, Brane Audio was looking to shift to a more manageable and scalable solution, without compromising experience. 

A chance conversation led to a partnership

Rick Albuck, SureBright’s Chief Growth Officer, had a conversation with the Brane Audio team at their CEDIA booth, and as Ben puts it, "it was just something that we kind of kept in our back pocket." So, when the moment felt right, Brane Audio reached back soon after.

"It just kind of checked all the boxes for what we were looking for."

However, there were three boxes that stood out above the rest.

Firstly, the Shopify integration fit seamlessly into Brane Audio's existing checkout, so there was nothing complicated to build or manage. 

Secondly, the warranty options were simple enough for the team to explain without extra training. As Ben puts it, "There are three extended warranty options, which makes it pretty clear-cut." 

Finally, the rollout didn't require valuable engineering time, which is a major advantage for a small team like Brane Audio.

That last point got tested when the company introduced a Brane X Twinpack at a slight discount and needed protection plans to work correctly against a bundled SKU.

Bundles are where most warranty integrations make mistakes, because pricing tiers stop mapping cleanly to units. However, Ben was extremely appreciative of our customer support: "We worked with Rick and his team to integrate those extended warranty options into the website, and they just made it so easy."

The same simplicity carried into their flagship store on South Congress, where staff offer plans during the purchase without a script. "It's very easy to just be like, hey, here's the options and what they provide," Ben says. "And it's been pretty successful so far."

What do the results reveal

According to Ben, several Brane Audio orders now include an extended warranty, giving the company a meaningful attachment rate for an ecommerce business and another signal that customers value the added peace of mind.

Most merchants read a figure like that as an AOV story, and it is one. But there's a second layer that most brands don’t realize.

Brane Audio was already offering customers extra protection before partnering with SureBright. That didn't change. Only the commitment got a new structure. Instead of covering costs themselves, the company could offer an extended warranty, share the risk with a trusted partner, and generate new revenue in the process.

Ben expected the uptake, and his reasoning is worth quoting: 

"Once you start offering that [warranty], especially for an electronic device, folks are going to want to have some level of extended warranty attached to it."

This pattern shows up regularly even in their customer messages: "It'll be someone who purchased a speaker, it's probably been like less than a week into the purchase. And they're like, oh, I want to add an extended warranty to it. They'll circle back to us and we get them set up, no problem."

The post-purchase protection wasn’t as common for Brane Audio. Instead of making customers decide immediately, they gave their customers up to 30 days to add a warranty with the help of SureBright. That worked wonderfully well for the brand.

A promise of growth

Brane Audio isn't stopping with one product. The company will be launching a new offering in the near future - a larger speaker further advancing the next generation of audio technology. Gabby shared how much excitement is already building, and given the great results, she expects extended protection to be part of the buying experience from day one.

That's where the real success of this partnership shows up. Brane Audio never needed to redesign its checkout, retrain its team, or figure out product protection all over again. SureBright’s system has already made it all seamless. As Ben puts it, "Just having that safety net of extended warranties is just going to be beneficial for us in the future with more products coming online."

The same is true as the company grows into new markets. Brane Audio already sells through distributors across North America and is preparing to expand into the EU and the UK. Every new product and every new market brings more customers to support. 

As Brane Audio takes its technology to more products and new corners of the world, one thing remains constant: every purchase is backed by the same care and commitment to the customer. The customer experience only gets better.