Seel

Seel is a checkout-embedded delivery and return insurance product that covers non-delivery or damage payouts and deflects chargebacks. Founded in 2019, it is based in San Francisco.

How it works The offer includes an instant claim resolution portal at zero merchant cost, a delivery and return guarantee, and chargeback deflection. The merchant is relieved of disputes over lost and delayed parcels: the customer files the claim with Seel, which pays, rather than with the card issuer.

Who it suits Target sectors are e-commerce, marketplaces, apparel and electronics. Markets are the United States, Canada, the EU and the United Kingdom.

Cost model The service is free for the merchant and is paid by the buyer through a small fee added at checkout. Merchants should consider how that extra charge may affect conversion, how many customers choose protection, and which claims are covered, since coverage rules sit in the protection terms rather than in the merchant's own policy.