Lemonade’s $13M seed deal, the largest Sequoia Capital has participated in recently, delivered a high-profile boost to the small but growing group of startups operating in the online peer-to-peer insurance space. Broadly, online P2P insurance startups to date including Guevara, Friendsurance, and Inspeer have essentially acted as as brokers, with the aim of making insurance cheaper for consumers by pooling policyholders together online in small groups so that over time those with low claims gain discounts on carriers’ policy premiums.