Why Billionaire John Paul DeJoria’s Rok Mobile Is Pairing Life And Burial Insurance With A $49 Plan

Patron tequila and John Paul Mitchell hair care cofounder John Paul DeJoria has a business-philanthropy hybrid up his sleeve. Rok Mobile, the wireless operator that DeJoria cofounded in 2014, is set to unveil a new plan aimed at helping low-income customers shoulder expenses they might otherwise forgo. For $49.99 a month, Rok’s mobile phone plan with unlimited minutes, texting and data streaming up to 5 GB will also cover a $100,000 accidental death insurance policy and $20,000 to cover burial costs, as well as 24/7 online access to doctors through MeMD and roadside assistance for family members. DeJoria and his cofounder Jonathan Kendrick are dubbing the concept “compassionate capitalism.” “We don’t want to segregate a whole economic group,” DeJoria recently told Forbes. “They’ve been served, but not properly until now.”

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