Offering extended warranties and protection plans has become a powerful way for merchants to increase customer trust, improve conversion rates, and earn more revenue.
Two names that often come up when you look for warranty partners are SureBright and Mulberry. They have some similarities but remember: not all warranty providers are built the same.
If you’re evaluating which partner to go for, you have to consider their business model, how the program will impact checkout experience, and your long-term profitability goals.
While both SureBright and Mulberry operate in the post-purchase protection space, they take fundamentally different approaches. Here’s a closer look at how each of these providers work and narrow down which one is best fit for your business.
SureBright is an intelligent product protection platform designed to bring an intuitive and modern approach to warranties. It offers customizable, branded protection plans to merchants, who can then integrate it easily without any operational complexity. It makes a low-friction commitment with a simple 10-minute setup.
The warranty offers are embedded seamlessly into the checkout and product page experience, helping drive high attachment rates while keeping the merchant in control of pricing, presentation, and customer relationships.
Currently, SureBright’s approach is to help merchants:
Mulberry, in contrast, positions itself as a broader consumer protection and insurance ecosystem. While it does integrate with merchants to offer protection plans, a significant part of its strategy revolves around its D2C “Unlimited” plans. These plans are often promoted directly to shoppers across multiple retail websites, independent of any single merchant relationships.
As a result, Mulberry’s model extends beyond merchant enablement and into building long-term consumer subscriptions and insurance partnerships, sometimes outside the merchant’s checkout experience. Their offerings are currently under ongoing development since the launch of their plan in 2023.
Mulberry follows a more consumer-first model. The platform:
SureBright offers comprehensive protection plans designed to address the most common post-purchase risks customers face.
SureBright’s plans include:
These plans support a wide range of product categories, including:
By offering broad and clearly defined coverage, SureBright reduces claim disputes while improving customer confidence.
Mulberry provides coverage for accidental damage and mechanical breakdowns across several consumer categories. Its plans are designed to address common incidents that occur during everyday use, making them suitable for many standard retail products.
The platform currently offers:
Mulberry offers a single plan that provides coverage across many categories:
Mulberry Unlimited does not cover:
SureBright has a 5/5 rating on Shopify across 42 reviews currently. In the reviews section of their page, merchants across business sizes and industries shared their positive experiences with the platform:
“We’ve been using SureBright for a couple of weeks now and absolutely love it. The customer service has been incredible. Every time we’ve reached out, the team has been quick to respond and genuinely happy to help us get everything set up the way we need. They activated everything for us right away and the whole process was smooth and stress free. What surprised us most is how fast the policies started selling. It’s truly hands off and adds extra revenue without any extra work on our end. The app is easy to use, reliable, and fits perfectly into our store flow. Highly recommend to anyone looking to offer extended warranties without the hassle.”
- Alpine Outlets in a Shopify review
“SureBright's extended warranty app has helped us significantly improve our game. These folks really know their stuff, and it shows in how they've set everything up for us. They've got all our bases covered - from our own stores to our dealer network, and email/sms, each with its own unique requirements. The online experience is spot-on too - it converts well without being overly aggressive. What really sets them apart is their technical expertise, dedication and response times to make things work. After dealing with a warranty provider that couldn't get it right, SureBright came in and nailed it. Always quick to respond and ready to go the extra mile. Five stars, hands down.”
- Magnum Bikes Online in a Shopify review
“We have been working with SureBright for almost a year now, and cannot speak higher of Rick, Keith and the whole SureBright team. Setup/onboarding with them is super easy, quick and straightforward. Not to mention, once you're onboarded with them - they're always a quick call or email away. On Tivoli Canada, we are seeing a near 20% attachment rate which shows how much extra piece of mind SureBright services provide to our customers. Our customers truly value the extended warranty offerings that we can provide via SureBright when they go to purchase one of our products. We cannot recommend SureBright enough! Keep up the great work, and we look forward to continuing the relationship moving forward.”
- Tivoli Audio Canada in a Shopify review
On Shopify, Mulberry has a 4.8/5 stars across 24 ratings. Sellers shared their experience with the platform in the reviews:
“The Mulberry app has been a great tool for us to offer protection plans for our products. It's worked seamlessly and the team has been incredibly helpful each step in the process. We know we can always reach out with questions and someone is always there to assist. Highly recommend this app!”
- Neighbor in a Shopify review
“The code in the app is causing a lot of my features to break down. So I reached out to customer support to ask them about it and was answered the following: "Since Mulberry was founded 4 years ago, we’ve historically worked with small and medium sized merchants. However, over the past two years, we’ve built out our assurance infrastructure to support larger merchants and have recently made the strategic decision to transition to focusing on enterprise merchants. Given the recent shift in focus, we don’t believe there would be a good fit between our companies at this time. In line with this, we are no longer providing technical support for the app. We appreciate your interest in Mulberry" They essentially have this app here, breaks your features, but they refuse to handle issues or support the app that they put out. Shopify, time to take them down the app store?”
- Klarel in a Shopify review
“Sarah and John played a crucial role in seamlessly integrating Mulberry with our Shopify Store! Their team has been highly supportive and communicative throughout the process. Their prompt assistance with our inquiries has been invaluable. Big thanks to Mulberry & Team for their excellent support!”
- American Home Furniture in a Shopify review
Online reviews on Reddit tend to have more honest opinions on both platforms from actual users.
Consumers on Reddit praise SureBright for their easy claims process and extensive coverage. When asked about the value of their warranty plans, one user commented:
“I think it’s worth it. I used a SureBright extended warranty for my projector once, the store offered, and they are good.”
Another customer said,
“I got a warranty through SureBright for my Samsung Frame. They replaced the TV after my nephew left a pretty nasty scratch across the screen. It's worth it, in my opinion.”
Consumers and merchants alike tend to have mixed opinions on the usefulness of Mulberry’s plans. One frustrated merchant on Reddit said:
“We currently sell Mulberry product protection and they take 80% of the sales. But when I looked at the orders they're placing for customer claims, they've only placed 2 in the last 6 months yet collected more than $18k in fees over that time. It makes sense because we sell fitness equipment that rarely breaks. I told my boss we would be better off doing this in-house and just replacing the item ourselves given how little they're replacing but he is skeptical.”
On r/ebikes, when a consumer asked about other users' opinions on the platform, one said this:
“They are extremely difficult to work with and get anything sorted.”
Multiple consumers also expressed their negative experiences with the provider here:
SureBright is designed to remove friction from the claims process for both merchants and customers. Claims can typically be filed in a matter of minutes through a streamlined digital flow, minimizing the effort required from customers. Customers can track claims and get resolutions within 24 hours.
The platform follows a fully managed claims model. This means merchants are not required to review every claim, handle disputes, or coordinate repairs or reimbursements. Sellers also have a clear view of the process through their unified merchant portal.
“SureBright has been a fabulous addition to our store. The app made it incredibly simple to offer extended warranties, allowing us to build more trust with our customers. It's intuitive, requires minimal effort to set up, and runs flawlessly. What really stands out is their support team, super responsive and eager to help!”
- El Cajon Guitars and Music on Shopify
Mulberry manages claims across a wide range of merchants and consumer touchpoints, including both merchant-led purchases and D2C plans. Its claims process is structured to handle high claim volumes across its supported product categories.
Like SureBright, Mulberry also has a dashboard where customers can file and track their claims. Features like this help in creating more trust and strengthening customer relationships.
“Mulberry has been a great partner and their extended protection plans are a great value add for your customers and store!”
- Helix Sleep on Shopify
Both SureBright and Mulberry aim to protect merchants and customers after the sale, but their approaches are different.
SureBright is built to help merchants own the warranty experience, maximize attach rates, and generate incremental revenue with minimal operational overhead. Mulberry, on the other hand, is focused on building a broader consumer insurance and rewards ecosystem, while also providing merchant support.
For a clearer comparison, speaking directly with both providers or their existing/past merchant clients (hint- you can find a list from their Shopify reviews page) can help you evaluate which solution best fits your needs. You can also explore SureBright firsthand using the instant preview tool to see the updated customer journey and understand the potential impact on profitability.
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