AIA Insurance
AIA Insurance (AIA Advasure Insurance Agency) is a Michigan-based, privately held multi-carrier personal lines insurance agency that connects licensed agents and consumers to nine carrier partners for auto, home, specialty vehicle, and renters coverage.
- Company typePrivate
- Founded2000
- HeadquartersDetroit, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What AIA Insurance does
AIA Insurance, operating under the legal name AIA Advasure Insurance Agency, is a privately held personal lines insurance agency headquartered in Wyoming, Michigan. Founded in 2000, the firm operates an AGENT CLOUD multi-carrier platform that enables licensed Property & Casualty producers to quote and bind coverage from a panel of nine carrier partners, including Progressive, Foremost Insurance Group, Falls Lake Insurance Company, Bristol West, Dairyland, the Michigan Basic Property Insurance Association, MAIPF, MexiPass, and NRDE. Its current product set spans eight core personal lines categories — auto, homeowner, motorcycle, boat and watercraft, RV, condo, off-road vehicle, and renters insurance — with Life & Health coverage listed as a planned addition.
The agency earns revenue on a transaction-fee (commission) basis by aggregating consumer demand and routing it to carrier partners, supplemented by bilingual Spanish/English support and flexible payment plans aimed at non-standard risk profiles. Distribution is driven by independent agents operating across Michigan in both in-office and remote formats, alongside online quote requests that feed the AGENT CLOUD quoting engine. Ancillary distribution exposure exists through a bancassurance partnership with Commercial Bank in Sri Lanka, initiated in 2024, which generated over Rs. 1.2 billion in new premiums in its first year and was recognized through the Commercial Bank–AIA Bancassurance Achievers Awards 2025.
AIA Insurance firmographics
Firmographics- Name
- AIA Insurance
- Legal name
- AIA Advasure Insurance Agency
- Website
- https://advasureinsurance.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AIA Insurance (AIA Advasure Insurance Agency) is a Michigan-based, privately held multi-carrier personal lines insurance agency that connects licensed agents and consumers to nine carrier partners for auto, home, specialty vehicle, and renters coverage.
- Ownership category
- akta.pro rank
Where AIA Insurance is headquartered
LocationHeadquarters
- HQ city
- Detroit
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AIA Insurance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Sales Commission: AIA operates as an insurance agency generating revenue through commissions earned from selling insurance policies across multiple carrier partners. Agents earn commission on sales of auto, home, motorcycle, boat, RV, condo, renters, and off-road vehicle insurance products.
- Bancassurance Partnership Revenue: Partnership distribution model with Commercial Bank generating new premium income. The collaboration secured over Rs. 1.2 billion in new premiums within its first year of operation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based insurance products from multiple carriers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
AIA Insurance product offering
Product offeringCore offering
AIA Insurance (operating as AIA Advasure Insurance Agency) is a multi-carrier insurance agency based in Michigan that sells personal lines insurance products on behalf of multiple insurance carriers. Through its AGENT CLOUD platform, licensed agents quote, bind, and service auto, homeowners, motorcycle, boat/watercraft, RV, condo, off-road vehicle, and renters insurance from carriers including Progressive, Foremost, Bristol West, Dairyland, and Falls Lake. The agency earns commissions from carrier partners and also operates a bancassurance distribution partnership with Commercial Bank in Sri Lanka.
Product overview
AIA Insurance (Advasure Insurance Agency) operates as a multi-carrier insurance agency platform offering a comprehensive portfolio of personal insurance products. The company serves clients across Michigan through partnerships with multiple insurance carriers, providing competitive coverage options via its AGENT CLOUD platform. The product portfolio includes nine core insurance offerings: Auto Insurance, Homeowner Insurance, Motorcycle Insurance, Boat & Watercraft Insurance, RV Insurance, Condo Insurance, Off Road Vehicle Insurance, and Renters Insurance, with Life & Health Insurance planned for future launch. The agency functions as an aggregator, connecting customers with suitable coverage from carrier partners including Progressive, Foremost Insurance Group, Falls Lake Insurance Company, Bristol West, Dairyland, and others. Customers can obtain quotes through the company's digital platform, work with local agents, and manage policies and claims through carrier-specific portals.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Insurance Vehicle insurance coverage protecting against accidents, collisions, fire, theft, and other covered events, with options for liability, no-fault, collision, and comprehensive coverage. Sold on behalf of multiple carriers including Progressive, Bristol West, and Dairyland to Michigan drivers.
- Homeowner Insurance Coverage protecting homes against fire, theft, vandalism, and other covered losses, including dwelling repair, personal liability, medical payments, and additional living expenses. Marketed to Michigan homeowners across multiple carrier partners.
- Motorcycle Insurance Insurance coverage for motorcycles, street cycles, cruisers, touring bikes, and ATVs, including liability, medical, roadside assistance, and custom parts coverage up to $10,000. Provided via carrier partners such as Dairyland.
- Boat & Watercraft Insurance Protection for watercraft, boats, and boating equipment covering liability, physical damage, medical payments, uninsured boater coverage, fuel spill liability, and emergency assistance. Sold to Michigan boat owners through carrier partners.
- RV Insurance Coverage for motorhomes, travel trailers, campers, and horse trailers including liability, comprehensive, collision with stated/agreed/replacement value options, vacation liability, and roadside assistance. Delivered via carrier partner Foremost Insurance Group and others.
- Condo Insurance Coverage for condominium units protecting personal property, liability, unit improvements, with optional loss assessment and full value personal property coverage. Offered to Michigan condominium owners through carrier partners.
- Off Road Vehicle Insurance Specialized coverage for ATVs, dirt bikes, dune buggies, golf carts, snowmobiles, and other motorsports vehicles including collision, liability, and comprehensive physical damage coverage. Marketed to Michigan motorsports enthusiasts.
- Renters Insurance Protection for renters' personal property against theft or damage, with optional full value replacement cost coverage, plus bodily injury, property damage liability, and medical payments coverage. Sold to Michigan renters across carrier partners.
Quantifiable outcome
- Over Rs. 1.2 billion in new premiums generated through Commercial Bank partnership in first year
Companies that use AIA Insurance
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
AIA Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AIA Insurance partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Commercial BankcoreBancassurance partnership for insurance distribution through Commercial Bank's branch network in Sri Lanka. The partnership began in 2024 and achieved significant success, securing over Rs. 1.2 billion in new premiums within its first year. The Commercial Bank - AIA Bancassurance Achievers Awards 2025 recognized the achievements of both organizations' Partnership Distribution teams.
- ProgressivecoreInsurance carrier partner offering auto insurance products. Advasure Insurance Agency represents Progressive, providing claims and payment processing through Progressive's systems.
- Foremost Insurance GroupcoreInsurance carrier partner specializing in specialty insurance products. Provides claims and payment processing through Foremost's systems.
- Falls Lake Insurance CompanycoreInsurance carrier partner offering various personal lines products. Advasure represents Falls Lake with claims handling through Arrowhead.
- Bristol West Insurance GroupcoreInsurance carrier partner offering auto insurance products. Advasure represents Bristol West with claims and payment processing through their systems.
- DairylandcoreInsurance carrier partner offering motorcycle and auto insurance products.
- Michigan Basic Property Insurance AssociationcoreMichigan state-chartered insurance association offering basic property insurance coverage options.
- Michigan Automobile Insurance Placement Facility (MAIPF)minorState insurance facility providing auto insurance coverage for high-risk drivers in Michigan.
- MexiPassminorInsurance carrier partner offering coverage for Mexican nationals and cross-border insurance solutions.
- NRDEminorInsurance carrier partner offering various insurance products through the agency.
Scale indicators3 records
Recent moves4 records
Expansion highlights5 records
AIA Insurance competitors and assessment
Company assessmentEmerging players
- Lemonade Inc. Direct-to-consumer insurtech offering renters, home, auto, pet, and life insurance through a mobile app with AI-driven underwriting. Represents the structural DTC threat that could erode agent-channel economics over time.
Direct peers
- National General Insurance: Non-standard auto and personal lines insurance carrier (now part of The Allstate Corporation). Targets the same high-risk and non-standard customer segment that AIA's MAIPF access serves.
- Direct Auto Insurance: Non-standard auto insurance carrier focused on drivers with credit or driving history challenges — the same customer profile AIA serves. Direct overlap in product and target segment.
- The General Insurance: Direct-to-consumer non-standard auto insurance specialist owned by PGC Holdings. Directly competes with AIA in the high-risk/non-standard auto segment that AIA explicitly targets.
- Goosehead Insurance: Publicly-traded multi-carrier personal lines insurance agency chain operating an agent-based distribution model across multiple U.S. states. Direct comparable to AIA's AGENT CLOUD platform model; Goosehead is the scaled version of what AIA could become.
Regional players
- Meemic Insurance: Michigan-focused insurance carrier serving educators and the broader Michigan market through independent agents. Direct geographic overlap and similar product mix to AIA.
- Auto-Owners Insurance: Michigan-headquartered regional insurance carrier distributing through independent agents across the Midwest and Southeast. Comparable distribution model and overlapping product set with AIA in Michigan.
- Frankenmuth Insurance: Michigan-based mutual insurance carrier offering personal and commercial lines through independent agents. Operates in the same Michigan geography with overlapping personal lines products (auto, home) that AIA distributes.
- Erie Insurance: Mid-Atlantic/Midwest regional insurance carrier distributing exclusively through independent agents. Highly comparable distribution model and overlapping personal lines portfolio (auto, home, life).
Broad incumbents
- Progressive: One of the largest U.S. personal lines insurers and a Core carrier partner for AIA. Operates both agent and direct channels, creating both partnership dependency and competitive overlap with AIA's agency model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
AIA Insurance social profiles
Digital presenceAIA Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
AIA Insurance leadership team
Management profileNumber of profiles
AIA Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AIA Insurance 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 AIA Insurance
What does AIA Insurance do?
AIA Insurance (operating as AIA Advasure Insurance Agency) is a multi-carrier insurance agency based in Michigan that sells personal lines insurance products on behalf of multiple insurance carriers. Through its AGENT CLOUD platform, licensed agents quote, bind, and service auto, homeowners, motorcycle, boat/watercraft, RV, condo, off-road vehicle, and renters insurance from carriers including Progressive, Foremost, Bristol West, Dairyland, and Falls Lake. The agency earns commissions from carrier partners and also operates a bancassurance distribution partnership with Commercial Bank in Sri Lanka.
Is AIA Insurance a public or private company?
AIA Insurance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AIA Insurance founded?
AIA Insurance was founded in 2000. It employs 1 to 10 people.
Where is AIA Insurance based?
AIA Insurance is headquartered in Detroit, United States, in the North America region.
How does AIA Insurance make money?
Two revenue lines are on record. Insurance Sales Commission is the primary driver. The others are bancassurance Partnership Revenue.
Who are AIA Insurance's main competitors?
Lemonade Inc. is listed as an emerging player. Direct peers are National General Insurance, Direct Auto Insurance, The General Insurance and Goosehead Insurance. Regional players are Meemic Insurance, Auto-Owners Insurance, Frankenmuth Insurance and Erie Insurance. Progressive is listed as a broad incumbent.
Does AIA Insurance have an API?
No public API is recorded for AIA Insurance.