Why startup vet Robbie Cape chose insurance – a tough VC, a trillion-dollar market and the money – GeekWire

Why startup vet Robbie Cape chose insurance – a tough VC, a trillion-dollar market and the money – GeekWire

June 16, 2026 discoverhiddenusacom Business

Seattle tech entrepreneur Robbie Cape has launched The Instrument, a new startup designed to reimagine the insurance industry. Backed by Pioneer Square Labs, the venture is led by Cape and co-founders T Van Doren and Matt Witcher, according to a LinkedIn post shared by Cape on Tuesday.

Cape revealed the venture following a nine-month job search. He noted the search nearly resulted in a role at a healthcare company in Utah before he committed to the insurance sector. The startup incorporated in March, following several months of development at Pioneer Square Labs by partners Greg Gottesman and David Zager.

Did You Know? Co-founders T Van Doren and Matt Witcher previously worked under Cape at the telehealth startup 98point6, where they served as employee No. 1 and employee No. 8, respectively.

Why did Robbie Cape enter the insurance industry?

Cape cited three primary drivers for his decision. He pointed to the influence of PSL partner Greg Gottesman, whom he described as a tough and authentic investor. Cape also noted that the insurance industry’s complexity and potential for disruption mirrored the healthcare sector.

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Financial gain played a significant role in the decision. Cape wrote on LinkedIn that insurance is a “trillion dollar industry built on exceptional business models” where “generational wealth gets created.” He admitted this financial prospect was more compelling than he was comfortable admitting, marking the first time in his career he chose an opportunity without a core mission to “repair the world.”

Expert Insight: Samantha Carter suggests that Cape’s explicit pivot from mission-driven work to a wealth-driven model highlights the massive scale of the insurance market. By leveraging a team with a proven track record from 98point6, The Instrument is positioned to apply aggressive disruption tactics to a traditionally stagnant trillion-dollar sector.

Who is leading The Instrument?

Robbie Cape serves as the CEO. He is joined by CTO T Van Doren and Chief Product Officer Matt Witcher. The trio shares a professional history from 98point6, a virtual primary care startup where Cape served as CEO for six years.

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Cape’s broader professional background includes 11 years at Microsoft and the co-founding of the family scheduling app Cozi. Most recently, he helped launch Mt. Joy, a sustainable chicken restaurant in Seattle, which he exited in May 2025.

What happens next for the startup?

The company’s specific product remains undisclosed, though its website uses the tagline “insurance reimagined.” Because the company uses the domain theinstrument.ai, the startup may implement an AI-driven approach to insurance operations.

Given the backing of Pioneer Square Labs, the company could potentially scale its operations by applying the same disruption models Cape used in telehealth. Future developments may focus on the “exceptional business models” Cape identified as the primary draw of the industry.

Frequently Asked Questions

What is The Instrument?
It is a new startup launched by Robbie Cape and backed by Pioneer Square Labs that aims to reimagine the insurance industry.

Who are the co-founders of the company?
The company was co-founded by CEO Robbie Cape, CTO T Van Doren, and Chief Product Officer Matt Witcher.

When was the company incorporated?
The Instrument incorporated in March.

How do you think AI will most effectively disrupt the traditional insurance business model?