RentalCover.com was started by Australian entrepreneur Angus McDonald. A few years ago, Angus was cruising down the road in a rental vehicle when he hit a kangaroo. While he was OK, his wallet started bleeding at the same time as the poor 'roo. He thought that the excess reduction policy that he paid $40 a day for would mean his only out of pocket expense would be the reduced excess of $330. However, in the fine print there was a bunch of exclusions. Lo and behold "damages caused by hitting animals" was one of them (as was "driving after dusk and before dawn", roof damage, single vehicle rollovers and windscreen damage). So the policy was effectively worthless and he had to pay his standard liability ($3500) in full.
Back at the office, he decided to do something about it. With the backing of professional underwriters including QBE, Angus hired a team from the insurance industry and they now sell "rental vehicle excess cover" from RentalCover.com.