Ladies and gentlemen, start your apps. In February, Root Insurance—the Columbus all-digital startup that's attempting to disrupt the car insurance industry—launched a new product aimed at professional racecar drivers.

Ladies and gentlemen, start your apps. In February, Root Insurance—the Columbus all-digital startup that's attempting to disrupt the car insurance industry—launched a new product aimed at professional racecar drivers.

Anyone can download the app, called P1, and the online description doesn't mention racecar drivers. But Root CEO and co-founder Alex Timm says the company created P1 with professional racers in mind, from the racing-themed logo to its slogan, “car insurance for the most skilled drivers.” Root even applied for a trademark with the federal government for the phrase “P1 Insurance—the Racer's Edge.” “What we've found is that there is really a natural partnership between us and these guys,” Timm says.

Despite their portrayals as reckless daredevils in popular culture—think Will Ferrell's Ricky Bobby from Talladega Nights—racecar drivers actually care a lot about safe driving, Timm says. “A lot of them have experienced firsthand the hazards of risky driving,” he says.

To be sure, the P1 program covers just their everyday street driving, not when they're zipping around a racetrack at 200 mph. But Root's program—which uses a digital driving test and artificial intelligence to monitor driving habits to determine rates—does benefit those with the safest practices and the sharpest skills.

Pro racer Brian Alder, owner of Plain City's BAR1 Motorsports, switched to P1 at the encouragement of one of his drivers, Mark Kvamme, better known as the co-founder of Drive Capital, the Columbus venture capital firm that is investing in Root. “I was kind of the guinea pig for everybody,” says Alder, who describes the cost savings as “significant.” “Now we're trying to spread the word with all our partners and even our fans.”