Despite being the youngest of the four major players in the auto insurance industry, Progressive has long been a major innovator in the advancement of the industry. From its founding in 1937, it has helped to transform the auto insurance industry as we know it today. Its opening introduced the industry's first drive-in claims office. Progressive’s launch of its Safe Driver Plan, revolutionized industry policy standards by adjusting customer’s rates based on their estimated level of risk. This would prove to be the backbone of Progressive’s success, which continues even today. In the early 1990s, Progressive decided to once again flip the industry on its head with the introduction of the Immediate Response Claims Service, making them the first auto insurance group to serve customers at the scene of the accident. Several years later the deployment of Progressive’s marked and outfitted Immediate Response Vehicles (IRV) helped transport trained claims professionals to wherever the customer needed. In an attempt to be there for their customers whenever accidents happen, Progressive also began offering 24/7 customer service by phone. Progressive’s 1-800-AUTO-PRO number, the industry's first toll-free, made it the only company to give consumers a Progressive quote and the rates of up to three other top competitors. With the explosion of the Internet in the 1990s, Progressive once again seized the opportunity to better their customer service; becoming the first insurance group to launch a website, auto-insurance.com, which later became progressive.com. Progressive site became the industry's most comprehensive and easiest-to-use customer service site allowing customers to make payments, track claims information, get quote comparisons and modify policy information all from the comfort of their home computer. The Rate Ticker took the quote comparison to the next level,