Agency Revolution

What Agency Revolution does

Agency Revolution is a Bend, Oregon-based SaaS company that provides marketing automation, website design, and digital marketing tools exclusively to independent insurance agents, brokers, and enterprise insurance carriers and brokerages, primarily in the United States with initial Canadian distribution. Founded in 2012 and operating as a brand within the FMG Suite, LLC corporate group, the company serves more than 3,000 insurance agencies with an integrated platform built around two core products: Fuse (marketing automation that handles email campaigns, client communications, business texting, and reporting) and Forge (website design and hosting, acquired via the August 2022 Forge3 acquisition). The platform is supplemented by add-on modules for social media management, reputation management, local listings, concierge 'Do It For Me Marketing,' and a Growth Analyzer planning tool, and integrates natively with the industry's dominant Agency Management Systems (AMS360, HawkSoft, EZLynx, NASA Eclipse, Applied, AgencyZoom, Cannopy Connect, QQCatalyst, SALT Rater, Xanatek, XILO) plus marketing tools such as HubSpot, Salesforce/Pardot/Bizible, and Google Analytics.

The company monetizes through recurring SaaS subscriptions billed monthly or on auto-renewing annual terms, with quote-based pricing that is not publicly disclosed and early-termination fees that escalate customer switching costs. A secondary professional-services revenue stream covers one-time engagements for website builds, copywriting, SEO/SEM, branding, and Elevate marketing consulting. Go-to-market is hybrid: a product-led self-serve motion with free-trial evaluation and AR Academy training serves SMB independent agencies, while a 30-minute consultation sales motion and a dedicated enterprise sales team target larger brokerages and carriers. Demand generation runs through content marketing (Insurance Marketing Blog, webinars, downloadable guides), paid search and social, trade shows, and a client-referral program that rewards referrers with account credits. Leadership comprises Chairman Michael Jans, CTO Lucas Jans, and President Jason Walker; the company is privately held with no disclosed venture funding. Reported customer outcomes include 20% average agency revenue growth, 4% average increase in website lead-conversion rates, 11% average lift in lead conversion through client communications, roughly 10 hours saved per agent per week on marketing tasks, and 94% client retention among Fuse users.

Name

Agency Revolution

Legal name

Agency Revolution, LLC

Website

https://agencyrevolution.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Agency Revolution is a Bend, Oregon-based SaaS company providing marketing automation, website design, and digital marketing tools exclusively to independent insurance agents and brokers across the United States and Canada, serving 3,000+ agencies through its Fuse and Forge platforms.

Ownership category

akta.pro rank

Product category

Insurance Marketing Automation Software

NAICS

Software Publishers (513210), Advertising Agencies (541810)

SIC

Services-Prepackaged Software (7372), Services-Advertising Agencies (7311)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

akta.pro secondary industry

Creative & Brand Campaign Development (BPAFAAAB)

Keywords

• Insurance marketing automation
• Agency website platform
• Insurance lead management
• Digital marketing software
• Client communication automation

Headquarters

HQ city

Bend

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Platform Subscriptions: Recurring monthly/annual subscription fees for access to the Agency Revolution Platform including Fuse marketing automation, Forge website builder, Pipeline lead management, and digital marketing add-ons. Clients are billed on a monthly recurring basis for software services. Subscriptions operate on an initial term with automatic annual renewal. Early termination fees apply for contracts cancelled prior to term expiration.
2. Professional Services: One-time fees for professional services including white glove setup/concierge services, website build, copywriting, blog writing, video creation, SEO/SEM services, branding, logo design, and Elevate marketing consulting. These are billed as one-time charges separate from recurring software subscriptions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels12 records

Core offering

Agency Revolution provides a SaaS marketing platform purpose-built for independent insurance agencies, combining Fuse marketing automation, Forge website design, and Pipeline lead management in one integrated dashboard, with add-on tools for business texting, social media, reputation management, and local listings. The company also offers professional services including white-glove setup, website builds, copywriting, SEO/SEM, branding, and Elevate marketing consulting to support agencies in executing marketing without in-house expertise.

Product overview

Agency Revolution is a marketing platform for insurance agencies offering a platform-plus-modules architecture. The core products are Fuse (marketing automation) and Forge (website platform), acquired via the Forge3 acquisition in 2022. These are combined in an integrated system that provides website design, marketing automation, client communications, and sales pipeline management. Additional add-on modules include Business Texting, Social Media management, Reputation Management, Local Listings, Do It For Me Marketing, and Growth Analyzer. The platform serves over 3,000 independent insurance agencies and brokers, as well as enterprise clients (carriers and brokerages). The platform also includes AI-powered features like FirstDraft (content creation) and Curator (content recommendations).

Differentiator

Problem solved

Functional benefit

Brands

• Fuse: Marketing automation platform for insurance agencies
• Forge
• Attract
• Pipeline

Products and services

• Fuse Marketing Automation Cloud-based marketing automation platform that automates email campaigns, client communications, and marketing workflows for independent insurance agencies. Includes AI-driven FirstDraft for generative email content, Curator for content discovery, business texting, and reporting, accessible from an all-in-one dashboard.
• Forge Insurance Agency Websites Website design, hosting, and management platform built exclusively for insurance agencies. Includes the Clickable Coverage interactive pre-sell feature, form submissions, and visitor engagement tools, integrated with the Fuse platform.
• Pipeline Lead Management Lead management and sales pipeline module within Fuse that manages communication journeys, lead tracking, and reporting for insurance agency sales processes.
• Attract Legacy Website Platform Legacy website platform fully supported by Agency Revolution for existing insurance agency customers, accessible via legacy login at secure.agencyrevolution.com.
• Business Texting SMS and business texting add-on for Fuse enabling insurance agencies to communicate with clients directly from the platform.
• Social Media Management Social media management add-on enabling agencies to integrate Facebook, LinkedIn, and Instagram accounts, schedule posts, and access an insurance-specific content library of web posts, social sequences, and downloadables.
• Reputation Management Reputation management tool enabling insurance agencies to monitor and manage online reviews and reputation.
• Local Listings Management Local business listings management tool helping insurance agencies manage their presence across multiple online directories and platforms.
• Do It For Me Marketing Concierge marketing service where the Agency Revolution team handles marketing execution on behalf of the insurance agency.
• Growth Analyzer Three-step approach tool for projecting growth, retention, and revenue to support sustainable long-term agency success, including a business growth calculator.
• Enterprise Solutions for Carriers and Brokerages Enterprise-grade marketing platform for insurance carriers and brokerages, including white-label and co-branded offerings, large-scale AMS integration, and centralized agent marketing tools.
• Professional Services (White-Glove Setup, Website Build, Copywriting, SEO/SEM, Branding, Elevate Consulting) Bundled one-time professional services including white-glove setup/concierge, website build, copywriting, blog writing, video creation, SEO/SEM services, branding and logo design, and Elevate marketing consulting, sold separately from recurring software subscriptions.

Quantifiable outcome

• 20% average overall growth in agency revenue
• +6 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability4 records

Partnerships

One partnership is on record.

• Forge3coreStrategic or Co-development Partner · 17 August 2022Agency Revolution acquired Forge3, a leading insurance agency website platform, in August 2022. The acquisition combined Forge3's website platform with Agency Revolution's Fuse marketing automation platform to create an integrated system for insurance agents. Forge3 is now a core product (Forge) within the Agency Revolution platform, enabling website design and marketing automation capabilities under a unified offering.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• HubSpot: HubSpot is a generalist marketing automation, CRM, and content platform used by insurance agencies and brokerages. It is listed in Agency Revolution's integration ecosystem and represents the largest generalist competitor for Fuse-style automation workloads in the insurance vertical.
• Mailchimp: Mailchimp is a leading SMB-focused email and marketing automation platform. Independent insurance agencies frequently evaluate Mailchimp against Fuse for basic email and automation, making it a frequent head-to-head competitor on price-sensitive deals.
• Constant Contact: Constant Contact is an SMB-focused email marketing and automation platform with strong presence among small businesses, including insurance agencies. It competes with Agency Revolution's email and automation capabilities on ease-of-use and brand recognition in the SMB segment.
• Vertafore: Vertafore is one of the largest insurance industry software providers, with agency management, rating, and content/marketing products. While broader than Agency Revolution, it competes for the same independent agency IT budget and is part of the broader insurance-vertical software landscape.
• Salesforce Marketing Cloud (Account Engagement / Pardot): Salesforce Marketing Cloud, including Pardot (now Account Engagement), is an enterprise marketing automation suite. Larger insurance brokerages and carriers often evaluate it alongside Agency Revolution's enterprise motion, and Pardot is listed as an integration partner, signaling competitive overlap at the top of the market.

Direct peers

• Tarmika: Tarmika provides comparative rating and marketing tools for independent insurance agents. It competes with Agency Revolution for the same independent agent wallet, with overlapping use cases around lead generation, client communication, and quote-to-bind workflow enablement.
• ActivePipe: ActivePipe is an insurance-specific marketing automation and lead-nurturing platform built for real estate and insurance brokerages. It is the closest direct peer to Agency Revolution's Fuse product, targeting similar mid-market insurance and financial-services intermediaries with automated client communications.
• AgencyZoom: AgencyZoom is a marketing, sales, and customer-retention platform built specifically for insurance agencies. It overlaps directly with Agency Revolution's Fuse + Pipeline stack for insurance agencies and is even listed as a native integration partner, indicating shared customer base and feature competition.

Emerging players

• BombBomb: BombBomb is a video email and personal-communication platform with a strong customer base in insurance and real estate. It overlaps with Agency Revolution's Fuse client-communication and Business Texting modules as a focused, video-first alternative for agent outreach.

Others

• FMG Suite: FMG Suite is the parent company of Agency Revolution and operates adjacent insurance-marketing brands and content services. It is relevant as a corporate parent and ecosystem participant, sharing customers and content IP with Agency Revolution while also competing for parts of the same marketing-services wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AgencyRevolution
• LinkedInlinkedin.com/company/agency-revolution
• Xx.com/agencyrev

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agency Revolution