ARMD Limited is a UK-based company that combines IoT technology with embedded insurance to protect tradespeople's livelihoods. They target an underserved 6.5B UK market, offering solutions to increase sales, reduce risk, and minimize downtime[2]. Their unique selling proposition (USP) is the integration of IoT and insurance to provide comprehensive protection and efficiency for tradespeople. This innovative approach helps tradespeople manage risks more effectively and maintain business continuity[2].