The Goodyear Tire & Rubber Co. is partnering with the Root Insurance Co., a licensed insurance provider that uses smartphone technology, telematics and data science to measure driving behavior — such as braking, speed of turns, phone use while driving, and mileage — in order to price its policies. The alliance gives Root policyholders access to Goodyear’s purchase platforms and installation network.

Goodyear points out that Root members tend to be early adopters of new online services and, therefore, are familiar with mobile purchasing platforms. This, the tiremaker claims, makes these drives an ideal audience for Goodyear to gain new insights about changing consumer expectations.

“Goodyear continues to test and innovate ways to make it easier for consumers to buy and install tires,” said Mike Dauberman, chief digital officer at Goodyear North America. “Root’s cutting-edge business model provides a great opportunity for Goodyear to get in front of a unique, rapidly growing customer base and connect more consumers with our aligned installer network of dealers.”

Root is headquartered in Columbus, OH and is currently available to drivers in Arizona, Arkansas, Colorado, Connecticut, Delaware, Georgia, Illinois, Indiana, Iowa, Kentucky, Louisiana, Maryland, Mississippi, Missouri, Montana, Nebraska, New Mexico, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, South Carolina, Texas and Utah.