I like the direction that Steve is going in, he hit a wall trying to sell to dealerships/automakers.
But being a monthly add-on that a Insurance company can charge a premium for is a
smart redirection of sales effort.
It has very real possibilities of working.
Potential customer: Is there any discounts i can qualify for to lower my bill?
Ins. co: well yes, with the ONCI AP & hardware, we can save you 15% on your bill.

So overall I end up paying less be using this? said the buyer...
Yes, it will.
The insurance company wins.
The consumer wins.
We shareholders win.