Most growing merchant businesses agree on one thing: warranties matter. They protect customers, build trust, and unlock another revenue stream. Where things get complicated is when you have to choose the right partner to deliver that experience.
Merchants spend weeks deciding which provider to choose, and in that time, factors like operational effort and scalability tend to blur.
The good news is, if you’re deciding between SureBright and Extend, you’re already looking at the two leading names in this segment.
To understand the differences between these two warranty platforms, let’s analyze their capabilities, offerings, coverage, and then go over what real merchant experiences.
Customers actively want warranties from brands they already trust.
According to a global survey with more than 11,400 consumers, 76% respondents said they wanted to buy product protection directly from their favorite brands, retailers, manufacturers and payment apps, either while completing checkout or after purchase.
That makes warranties a rare lever that improves both revenue and customer satisfaction. However, businesses also have to ensure that integrating them feels completely seamless, from the moment of purchase to after-sales support.
The wrong platform can introduce friction in checkout, increase internal overhead, and frustrate customers while filing claims. The right solution becomes invisible in day-to-day operations, while still quietly driving profit.
In 2022, SureBright launched with the mission to make warranties a breeze for companies of all sizes; be it a small startup in Winnipeg or a multinational enterprise headquartered in Silicon Valley. In 2026, 500+ brands trust SureBright for their warranty needs. These include Hell's Kitchen, ProSource, and Sennheiser, to name a few.
SureBright’s committed to: 10-minute setup, high attach rates, and zero ongoing maintenance from your end. The warranty provider’s AI-powered platform also ensures high revenue share and profits, high customer satisfaction, and zero business cost for merchants. To help merchants check their revenue potential with SureBright, they built a publicly available ROI calculator.
“Their extended warranty program is an innovative, turnkey solution that helps drive incremental profit while strengthening customer loyalty. This aligns perfectly with our commitment to delivering high-impact, business-forward services that support the growth of our members.”
- Sherry Dantonio, Vice President of Growth & Member Services at ProSource, when making the partnership announcement.
Extend launched in 2019 as a comprehensive post-purchase platform that goes beyond traditional warranties. As of 2026, they’ve served over 1,000 merchants including the Fenix Store, Very Good Fireplace, and RoadRunner Scooters. They focus on enterprise-only solutions that can be configured for merchants depending on their requirements.
This AI-based platform reduces costs for businesses and improves customer interactions after purchases, while also adding to revenue. Extend’s highlights include 90-second claims processing, and automated claims support.
“Extend is a necessary tool for products like ours that need extended warranty options for our customers. Great product!”
- Zack F, the Chief Operating Officer at Shark Wheel, in a G2 review.
SureBright provides product protection and support across these industries:
Extend provides coverage for these industries:
On Shopify, these are what real merchants who have used these platforms say about their experience:
Rated 5/5 from 41 reviews-
“When we transitioned from our previous warranty provider, we weren’t just looking for a replacement, we needed a true partner. SureBright delivered and then some. From day one, their team has been nothing short of fantastic, responsive, professional, and genuinely invested in our success.”
- A review by Strictli.
“SureBright provided a hands-on, white-glove experience, making setup quick and easy. Adding shipping insurance was just as seamless as product protection. These services have become meaningful revenue for our overall business.”
- A review by Verdi.com.
“Surebright is great. Easy setup, great support team with quick response time and working resolutions. A+ Company”
- A review by Shop Minolta Cameras.
Rated 4.5 from 21 reviews-
“Easy setup, great team to work with.”
- A review by Babyletto.
“Really unimpressed. I was super stoked to install this and get it going on our site. We've written store policies around this app. Then nearly a month later, we get an email from someone stating that they cannot work with us because our store does not have $3 million in revenue. Poof, that's it. You've lost a prospective customer.”
- A review by Eclipse Optics.
“So far we have had no issues with Extend and the team is really great to work with.”
- A review by Namesake.
Both SureBright and Extend enable merchants to deliver meaningful protection plan experiences that benefit customers and grow revenue. The choice between them comes down to how you want to balance workload, automation, and depth of services.
Businesses who want robust product protection and management after purchase find SureBright easier to adopt and use. While those seeking post-purchase protection plans for large teams may like Extend more.
For further clarity, reaching out to both companies should help you determine your choice. You can also try out SureBright right away with this instant preview tool, which demonstrates the updated customer journey and impact on profit with the plans.
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