Methods, systems, apparatus, and non-transitory computer readable media are described for integrating the online purchase of a product with the purchase of an insurance policy providing coverage for the product. When a customer initiates the purchase of a product through an online retailer, various aspects include obtaining personal information for the customer, as well as product information for the product. Based upon this information, various aspects may include determining whether the customer is eligible to purchase insurance, and assessing a level of risk in providing a particular type of insurance coverage to the customer. Additionally, various aspects may further include determining an insurance quote based upon this level of risk and transmitting an offer to purchase the insurance policy to the customer. The customer may then purchase the product and insurance policy in one transaction such that binding insurance coverage for the product is provided at the time of purchase.