Car insurance pricing in Brazil has historically been blunt — broad demographic categories, postcode-level risk assessment, and a pricing model that penalises careful drivers because the system can't distinguish them from reckless ones. Justos was founded in São Paulo in 2020 to change that with behaviour-based car insurance, using smartphone telematics to monitor driving behaviour and price policies accordingly. Safe drivers pay less. The proposition is simple, the technology is well-established in more mature insurance markets, and the opportunity in Brazil — where insurance penetration is low and the gap between good and bad risk is wide — is significant. Justos has attracted backing from major investors and represents part of a broader wave of insurtech innovation in Latin American markets where the combination of high smartphone penetration and underdeveloped insurance infrastructure creates real room for data-driven disruption. Though operating outside Europe, the model Justos is executing maps directly onto the usage-based insurance trend that European insurtechs like FRI:DAY are pursuing in DACH — making it a relevant reference point for anyone tracking where behaviour-based insurance is heading.