We are thrilled to announce an exciting upgrade to our shipping services! BF is partnering with Cabrella, our new third-party insurance provider. This transition marks a significant step forward, moving away from Shipsurance to offer you a more flexible, efficient, and valuable insurance solution.
Let’s dive into what this new partnership means for Partners.
Simplified & Fairer Pricing
One of the most significant changes is our new billing model. We're saying goodbye to carrier minimums and hello to a straightforward, percentage-based system.
- For Customers: You will be billed at a simple rate of 1.5% of the total insured value of your package. This rate is roughly equivalent to FedEx's published declared value cost. For example, insuring a $150 shipment will now cost just $2.25 ($150 \times 0.015).
- For Partners: The cost will be 0.8% of the total insured value. Using the same example, a $150 shipment will cost our partners only $1.20 ($150 \times 0.008).
While this new structure means our margin on shipments valued under $300 will decrease slightly, we believe this transparent, no-minimums approach offers greater fairness and value to everyone.
Higher Limits & Greater Flexibility
We're not just changing the pricing; we're expanding your coverage possibilities. The maximum insured value is increasing from $2,000 to $10,000!
Furthermore, for clients who require even higher coverage, we have the flexibility to set a custom maximum on a case-by-case basis, pending approval from Cabrella.
Dramatically Faster Claims Processing
Perhaps the most impactful improvement is the claims process itself. Gone are the days of waiting weeks for a carrier to approve a claim before we could even begin the process with our third-party insurer.
With Cabrella, we file claims directly, slashing the turnaround time. You can now expect claims to be processed within 3-5 business days, eliminating the frustrating limbo and getting resolutions faster than ever before.
Cabrella Rules of Engagement: Marketing Guidelines for Partners
BF and Cabrella understand the values and the role that marketing needs to play in helping Partners grow their business and stand out in a competitive market. Thoughtful marketing is often critical to ensuring that customers clearly understand the products available through your platform.
With that said, because insurance is a highly regulated product, there are unique rules on how it can be advertised that can sometimes feel confusing, which is why Cabrella has provided some documentation that lays out the Rules of Engagement/Marketing Guidelines when discussing shipping insurance, powered by Cabrella.
These Guidelines are designed to provide Partners with a practical framework for advertising insurance so that together, we can develop compliant, effective materials that help build customer trust and drive engagement.
To simplify this process and keep things consistent – and to protect both you, BF and Cabrella from unnecessary regulatory risk – all promotional, advertising, or descriptive materials relating to Cabrella or the Program must be reviewed and approved by Cabrella’s marketing team before they are used.
Without further ado, please see the following below:
- Clarity of Role
- Do not present yourself as an insurance agent, broker, or advisor.
- Refrain from terms that imply you are offering insurance such as “we offer,” “our policy,” or “our insurance.”
- Use phrases like “powered by Cabrella” or “offered by Cabrella.”
- Clearly disclose that insurance is provided by a licensed third party.
- Example: “Insurance products are underwritten and offered by Cabrella, not by a BF Partner.”
- No Sales or Recommendations
- Avoid discussing coverage specifics, advising on policy selection, or recommending one product over another.
- Do not answer customer questions about:
- Coverage options or exclusions
- Claims handling
- Underwriting decisions
- Pricing or premiums
- Instead, redirect the customer to the Cabrella or use pre-approved content.
- Use Only Approved Marketing Materials
- Use only materials approved in advance by Cabrella.
- All marketing materials must retain original, Cabrella-approved legal disclaimers and branding.
- No edits, paraphrasing, or derivative content without Cabrella’s approval.
- Disclaimers Must Be Prominent
- Include legally required disclaimers on every page, screen, or email that references insurance.
- Ensure that disclosures are not minimized, obscured, or ambiguous. Use formatting (e.g., larger size, ALL CAPS, bold, or underline) to ensure the disclosures stand out.
- Example #1: Insurance coverage is offered under a shipper’s interest policy issued to customers of Cabrella, Inc. (the “Policy”) and brokered by Meslee Insurance Services, Inc., a licensed insurance producer. If you elect protection for your shipment, it will be insured under the Policy, and any resulting claim payment will be directed to you as a loss payee. All insurance-related information is provided by our licensed partner(s).
- Example #2: Insurance is provided by Cabrella, a licensed insurance provider. [Partner Name] is not a licensed insurance entity and does not sell or solicit insurance.
- Restricted Terms
- Avoid using any of the following terms:
- “Licensed”
- “Certified”
- “Guaranteed”
- “Lowest price” or unsubstantiated comparisons
- No Incentivized Behavior
- Do not offer compensation, rewards, or discounts in exchange for purchasing or applying for insurance unless explicitly approved by Cabrella and allowed by state law.
- Co-Branding and White-Labeling
- Preferred Co-Branding Approach: Cabrella strongly encourages co-branded marketing where both Cabrella’s name and logo appear prominently alongside the Partner’s. This makes it clear that Cabrella is the licensed provider and reduces consumer confusion.
- White-Labeling Discouraged: Use of white-labeled materials (presenting only the Partner’s branding) is strongly discouraged as it may expose both parties to regulatory and reputational risk. Cabrella reserves the right to prohibit white-labeled materials where they present a heightened risk of consumer confusion.
- Transparency Required: Any permitted use of white-labeled materials must still include clear, conspicuous disclosures that insurance is provided by a licensed entity. Marketing should always reflect that you are a platform through which shipping protection is accessed, not the provider itself.
What’s Next?
The official launch date is still to be determined, but our team has already completed the necessary billing integration in REMS, so we're ready to go. Additionally, we’re also looking into giving Partners the ability to sell and bill for shipping insurance on shipments created outside of Webship. We anticipate this being ready sometime in Q1 2026.
To also ensure a smooth transition process, we will also be hosting two BF Labs sessions. These will reinforce the training materials and will include a special Q&A session directly with a representative from Cabrella. We highly recommend you attend both sessions and come prepared with questions for the Q&A!
Stay tuned for the official launch date announcement. We are confident that our new partnership with Cabrella will provide a superior insurance experience for you and your clients.