uniters.com
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Uniters: The Hidden Engine of Furniture Protection
How a 121-person company powers warranties for millions of furniture purchases
While furniture retailers promise durability, Uniters quietly handles the messy reality of claims, repairs, and protection plans. They're the B2B backbone of the $600B furniture industry, not a household name—and that's exactly their advantage.
"They don't sell furniture—they sell the peace of mind that comes after the purchase."
The Invisible Infrastructure
Uniters operates in the critical gap between purchase and satisfaction. With 5,457 monthly visits—50% organic—they're not chasing mass-market traffic. Their customers are retailers, manufacturers, and service providers who need white-label protection solutions. The 44.7% 'undefined' traffic suggests direct B2B relationships where partners embed Uniters' systems into their own checkout flows.
The SEO Paradox
Despite ranking for niche terms like 'uniters edge paint' (350 monthly searches) and 'sharlock de gloss' (270), their broader brand visibility is minimal. This isn't a failure—it's strategy. They dominate micro-intents: repair professionals searching for specific products, not casual browsers. Their 1,720 monthly searches for 'easy cleaner' reveal a product-first, brand-second approach that prioritizes utility over awareness.
The tech stack tells a story of pragmatism over flash. jQuery and Bootstrap aren't trendy, but they're reliable for B2B dashboards. Zendesk integration shows their focus on support workflows, not viral growth. With 34% direct traffic, they've built a referral engine where satisfied partners return—likely furniture retailers who've integrated Uniters' protection plans into their sales process.
- White-label protection plans that disappear into retailer workflows
- Micro-SEO strategy targeting repair professionals, not consumers
- B2B trust signals (Trustpilot 4.9) that matter more than viral marketing
- Product-specific search dominance over brand awareness
The Quiet Giant of Furniture Protection
Uniters proves that in B2B, depth beats breadth. They don't need to be famous—they need to be indispensable to the right 121 employees and their partners' bottom lines.
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5 keywordsHow is Uniters's SEO?
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Uniters.com Home: Experts in care and protections for home furnishings and more.
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Uniters S.p.A. - Italia
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Reviews (5)
Money Wasted
The cover nothing, hard to get in touch with humans. Don't buy.
Poor Customer Service
In 2020 I purchased a table from Modani furniture in West Palm Beach. They sold me a warranty from Uniters. in December, the shattered immediately called the furniture company to get any information. They finally responded and emailed me the warranty company. I immediately put in a claim. Because I did not hear back from the company., I tried to call but could not reach a person. I contacted the furniture company and received a VM that Uniters said that they don’t have a claim. I immediately called again and using a different department was able to reach a person. She helped me file. I received notice that my claim was denied because of improper cleaning. When I called this morning, they said it was denied because it was outside of the claim period. I explained to the person in the warranty department that I had tried, and I have proof I tried looking over the dates. It’s three days out of the claim time. It was still denied. Looking at some of their reviews online now, I’m finding that this is very typical for this corporation. I asked to be connected to a corporate office and was denied. I did find somebody on LinkedIn. That is a vice president of the company and I have messaged him. But I have not received a response do not
Dear customer, Thank you for taking the time to provide us with your feedback. We would like to clarify that our company operates exclusively in the Italian market while your review seems to be intended for our US headquarters. We invite you to contact the US service center, we are sure they will be able to help you.
Just horrible
Just horrible. I have been trying to submit a claim for over week. I have been on hold literally for hours. I haven left my number to hold my place in queue several times and still haven't gotten a call back. Then to ad insult to injury, my daughter's and my warranties are combined under her name and I can't change it online. Will not use this company again!!
Dear Cathy Travis, Thank you for taking the time to provide us with your feedback. We would like to clarify that our company operates exclusively in the Italian market while your review seems to be intended for our US headquarters. We invite you to contact the US service center, we are sure they will be able to help you.
SCAM ARTIST, MORE SCAM THAN ART!
This company is set up as a loophole scam. I purchased a five-year warranty on an electric recliner. Slightly more than one year later, the recliner stopped working and I placed a claim. I was told that I didn't fill out the claim correctly and that I should have reported the issue earlier (as if that would make a difference in a five-year contract). The company refuses to honor my claim. I spoke to several representatives and supervisors and then I was told someone from management would contact me. They never did. DO NOT USE THIS COMPANY AND TELL THE RETAILER TO STOP DOING BUSINESS WITH THEM. THEY ARE A SCAM!
Dear Mr. Chuck, We apologize for the issue you've encountered. Unfortunately, we are unable to offer any assistance, as our company, UNITERS S.p.A., is located and operates in Italy. We appreciate your understanding. Thank you for your time. Sincerely, The Uniters Italia Team
It has been a huge hassle to exercise…
It has been a huge hassle to exercise my Uniters warranty claim for a couch purchased at Value City Furniture. The claim was approved in October 2021 but I had received no replacement part or update by 1/10/2022. According to VCF, Uniters never sent them a purchase order. Uniters makes it impossible to reach a human being by phone or email. As a warranty customer, once you have submitted a claim, calling any of their numbers will route to an automated system and forward your call to the furniture store. It is also not possible to submit a new claim under a plan which recently had a claim submitted. I now have a replacement part which is not new and does not fit. The claim number is C2622466. If Uniters replies here then they will say that the issue is due to the age of the couch, which is nonsense. It is the wrong cushion. I have had to contact them 19 times so far and have never talked to a person.
Dear Mr. Tout, we are sorry for the problem encountered for which we cannot in any way provide assistance as our company, UNITERS S.p.A., is based and operates in Italy. Thank you for your time, Uniters Italia team.
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About uniters.com
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Technology Stack
uniters.com uses 18 technologies across their website including AccessiBe, Vimeo, YouTube Embed, Google Fonts, and more.
Accessibility
AccessiBe
Video
Vimeo, YouTube Embed
Fonts
Google Fonts
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Privacy & Consent
OneTrust
Customer Support
Zendesk
Traffic & Audience
uniters.com receives approximately 5.5K monthly visitors and ranks #3,143,952 globally. The website has a bounce rate of 48% with visitors viewing an average of 2.3 pages per visit. Users spend an average of 1:02 on the site.
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