Layr
Layr is an Atlanta-based insurtech that operates a white-labeled AI-powered platform enabling US insurance brokerages to efficiently service small commercial insurance customers, earning revenue from carrier commissions and up to 20% finance fees on monthly premium.
- Company typePrivate
- Founded2016
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Layr does
Layr is an Atlanta-based insurtech company, founded in 2016 (originally as MarketWake), that operates a B2B2B platform serving US insurance brokerages and agencies that, in turn, serve small commercial insurance customers (primarily businesses under $1M annual revenue seeking property and casualty coverage). The company's core product is Layr Apex, a fully white-labeled, policyholder-facing portal that provides real-time policyholder activity updates, consolidated book-of-business management, and self-service capabilities (including automated certificate-of-insurance generation and online policy transfers) branded to each partner broker. The platform uses AI and machine learning to automate workflow tasks such as renewals, coverage modifications, document handling, and digital onboarding for carriers that lack their own online quoting systems, with bank-level security (256-bit SSL, two-factor authentication, biometric data-center controls) underpinning the infrastructure.
Layr's business model is transaction-based, generating revenue from two streams: insurance carrier commissions on policies placed through the platform, and finance fees of up to 20% of premium from small businesses that elect monthly credit-card payment terms (with brokers retaining 100% of their underlying commissions). This aligns Layr's incentives away from over-selling and toward enabling small-ticket policies that traditional brokers cannot profitably service. Distribution runs through direct sales to brokerages, white-label platform deployment, and a self-service policyholder portal, supplemented by content marketing, industry association partnerships (notably Big I's Agents Council for Technology), and a small team described as nimble and dedicated. To date, Layr has raised approximately $25.6M across seed and Series A rounds, with named enterprise broker customers including Plexus and Holmes Murphy, and installed a new CEO, Mark Hara, in October 2024 to lead the next phase of growth.
Layr firmographics
Firmographics- Name
- Layr
- Legal name
- Layr Holdings, Inc.
- Website
- https://withlayr.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Layr is an Atlanta-based insurtech that operates a white-labeled AI-powered platform enabling US insurance brokerages to efficiently service small commercial insurance customers, earning revenue from carrier commissions and up to 20% finance fees on monthly premium.
- Ownership category
- akta.pro rank
Layr industry classification
Industry- Product category
- Insurance Technology / Insurtech
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB)
Keywords
Where Layr is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Layr business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Insurance Carrier Commissions: Insurance carriers pay Layr a commission for every policy that is purchased through the platform. This is a traditional insurance distribution model where the carrier compensates the platform for access to distribution and customers.
- Finance Fee Revenue: Businesses pay a percentage-based finance fee of up to 20% of premium. This fee covers the costs associated with allowing customers to pay for insurance monthly and with a credit card, building and maintaining the online platform, and enables profitability on even the smallest insurance policies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Insurance carrier commissions and finance fees |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Layr product offering
Product offeringCore offering
Layr provides an AI/ML-powered insurance technology platform that helps insurance brokerages and agencies digitize and streamline their small commercial insurance operations. Its core product, Layr Apex, is a white-labeled policyholder portal that provides real-time policyholder activity updates, consolidated book of business management, automated certificate of insurance generation, and self-service policy management. The platform standardizes small property and casualty insurance workflows, enabling brokers to grow their small business books profitably without adding staff.
Product overview
Layr is an insurance technology platform that offers a suite of products designed to modernize small commercial insurance operations. The core product is Layr Apex, a policyholder-facing portal providing real-time activity updates, consolidated book of business management, and white-labeled experiences for brokers. Supporting sub-products include a Certificate of Insurance Generator for instant proof of insurance generation, and an Automated Policy Transfer Process for seamless policy migration. Layr's platform standardizes small property and casualty insurance operations while providing licensed support that scales with brokerages' business.
Differentiator
Problem solved
Functional benefit
Brands
- Layr Apex: Layr Apex is the company's secure portal platform that enables policyholder activity updates, quick overall book management, and provides a fully white-labeled experience for brokers managing small commercial insurance operations.
Products and services
- Layr Apex Layr Apex is a policyholder-facing portal that provides real-time updates on policyholder activities, consolidated book of business management, and a fully white-labeled experience branded to each broker's identity. The portal empowers brokers to meet policyholder demands with digital-first solutions, streamline small commercial operations with automation, and free up teams to focus on revenue-generating activities.
- Certificate of Insurance Generator An automated online tool that enables customers to generate proof of insurance instantly, anytime, and from anywhere without picking up the phone or sending an email. Existing certificates are automatically kept up to date as changes to insurance coverage are made throughout the policy year.
- Automated Policy Transfer Process An online, completely automated, and free process that allows organizations to transfer their current insurance policies to the Layr platform by uploading their company logo, entering policy numbers, and signing electronically. No phone calls or hassle required.
Quantifiable outcome
- Brokers can save up to 35% compared to traditional insurance purchasing process
- +2 more outcomes
Companies that use Layr
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Layr technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature5 records
Layr partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Big I (Independent Insurance Agents & Brokers of America)coreLayr was selected for Big I's Agents Council for Technology, a strategic partnership to help independent agents digitally serve their small business customers through technology adoption.
- Insurance Carriers (Major National)coreLayr works with major national insurance carriers as well as accessing many others through major wholesalers to provide fast access to best insurance products from A-rated insurance companies.
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
Layr competitors and assessment
Company assessmentDirect peers
- Next Insurance: Next Insurance is a leading digital provider of small business commercial insurance offering bindable policies online. It targets the same small business segment and competes for broker and direct distribution share with AI-driven workflows similar to Layr's approach.
- CoverWallet: CoverWallet (acquired by Aon) is a digital commercial insurance platform that helps small businesses compare, buy, and manage coverage online. It is a direct competitor in digitizing small commercial insurance buying and management workflows.
- Bold Penguin: Bold Penguin operates a small commercial insurance marketplace and agent workflow platform that connects carriers, agents, and small businesses. It competes with Layr in digitizing broker workflows for small commercial lines.
- Tarmika: Tarmika is a commercial insurance rating and agency management platform focused on small commercial lines, providing comparative raters and workflow tools for independent agents. It directly overlaps with Layr's broker-facing automation value proposition.
- Embroker: Embroker is a digital commercial insurance brokerage using technology to streamline the buying experience for small and mid-sized businesses. It is comparable to Layr's digital-first distribution and workflow automation model.
- Simply Business: Simply Business is a small business insurance marketplace that connects SMBs with carrier coverage and brokers online. It is comparable to Layr's focus on the small commercial segment and digital-first buying experience.
- Vouch: Vouch provides digital commercial insurance focused on startups and small technology businesses, with streamlined online binding. It competes in the same digitally enabled small commercial space, although with more vertical specialization.
Emerging players
- Agentero: Agentero is an insurtech platform enabling independent insurance agents to quote and bind small commercial lines digitally. It overlaps with Layr's broker enablement strategy but with a narrower product footprint.
Broad incumbents
- Hiscox: Hiscox is a specialty insurer with a strong small business insurance franchise and direct-to-customer digital capabilities. It is comparable as a larger incumbent offering digitally enabled small commercial coverage, although it operates as a carrier rather than a broker platform.
- Applied Systems: Applied Systems is a leading provider of agency management systems and insurance workflow software for independent brokers. It is comparable as an established incumbent in broker-facing insurance technology where Layr also operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Layr social profiles
Digital presenceLayr compliance and trust
Trust signalCompliance1 record
Layr financial estimates
Financial estimateRevenue estimate
Valuation estimate
Layr leadership team
Management profileNumber of profiles
Profiles7 records
Layr funding detail
Funding detailFunding overview
Funding rounds4 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Layr M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Layr
What does Layr do?
Layr provides an AI/ML-powered insurance technology platform that helps insurance brokerages and agencies digitize and streamline their small commercial insurance operations. Its core product, Layr Apex, is a white-labeled policyholder portal that provides real-time policyholder activity updates, consolidated book of business management, automated certificate of insurance generation, and self-service policy management. The platform standardizes small property and casualty insurance workflows, enabling brokers to grow their small business books profitably without adding staff.
Is Layr a public or private company?
Layr is a private company. It is classified as venture growth investor backed and is currently operating.
When was Layr founded?
Layr was founded in 2016. It employs 11 to 50 people.
Where is Layr based?
Layr is headquartered in Atlanta, United States, in the North America region.
How does Layr make money?
Two revenue lines are on record. Insurance Carrier Commissions are the primary driver. The others are finance Fee Revenue.
Who are Layr's main competitors?
Direct peers on record are Next Insurance, CoverWallet, Bold Penguin, Tarmika, Embroker, Simply Business and Vouch. Agentero is listed as an emerging player. Broad incumbents are Hiscox and Applied Systems.
Does Layr have an API?
No public API is recorded for Layr.
What industry is Layr in?
Layr's product category is Insurance Technology / Insurtech. Its primary akta.pro industry code is FSAGAGAB, Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS). Its NAICS code is 524210 and its SIC code is 7374.