A startup insurance broker will almost always recommend that a business carry a general liability policy. While this is a good idea for nearly all companies, it's especially important for a startup. There are four situations that are common at startups and may require a general liability policy. Advertising Injury Whenever a company promotes its products or services, there's a risk that the claims may injure other parties. In the startup sphere, competitors may argue that your claims injured their products, services, or brands.