Relation Insurance
Relation Insurance is a US-based independent insurance brokerage distributing commercial P&C, employee benefits, personal, private client, and wealth management products through 90+ offices. Founded in 2007, it serves 230,000+ clients across 15 industry verticals using an acquisition-led roll-up strategy.
- Company typePrivate
- Founded2007
- HeadquartersChicago, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Relation Insurance does
Relation Insurance, Inc. is a US-based independent insurance brokerage founded in 2007 and headquartered in Walnut Creek, California, with a corporate office in Chicago. The firm distributes commercial property and casualty, employee benefits, small business, personal lines, private client, and retirement/wealth management products through a network of more than 90 offices nationwide, supported by access to over 1,000 insurance carrier markets. Its operating model centers on acquiring and integrating regional insurance agencies under the Relation brand while retaining local leadership and producer relationships, having completed more than 100 acquisitions since Aquiline Capital Partners' initial investment in 2019, with management indicating revenue tripled over that period.
The company's product set spans six core service lines (employee benefits, commercial P&C, small business, personal, private client, and wealth/retirement) and 15 industry verticals including agribusiness, construction, healthcare, hospitality, real estate, and technology. Revenue is generated primarily through carrier commissions on placed coverage, supplemented by benefits and risk-management consulting fees and wealth management advisory fees. Acquisition-driven specialization is layered across the platform: Pan American Insurance Services serves California and Arizona agribusiness with a 75-year heritage; G2 Insurance (acquired 2022) covers nonprofit, HNW, family office, equine, and commercial real estate; Chinook Insurance Group (acquired 2025-12-31) adds subsea and aquaculture specialty; and Crop Rx (acquired 2026-03-31) adds federal crop insurance. Recent executive additions from NFP/Aon strengthen management liability, cyber, private equity risk, and claims advocacy.
Relation Insurance is privately held, was owned by Aquiline Capital Partners from 2019, and in February 2026 entered a definitive agreement to be acquired by BayPine LP, with the existing management team led by CEO Tim Hall continuing to operate the business. The firm serves more than 230,000 clients across personal and commercial lines, is ranked by Insurance Journal among the top 25 largest US agencies by revenue, and is pursuing technology-enabled distribution under the new owner's digital transformation mandate.
Relation Insurance firmographics
Firmographics- Name
- Relation Insurance
- Legal name
- Relation Insurance, Inc.
- Website
- https://relationinsurance.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Relation Insurance is a US-based independent insurance brokerage distributing commercial P&C, employee benefits, personal, private client, and wealth management products through 90+ offices. Founded in 2007, it serves 230,000+ clients across 15 industry verticals using an acquisition-led roll-up strategy.
- Ownership category
- akta.pro rank
Relation Insurance industry classification
Industry- Product category
- Insurance Brokerage
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Other Insurance Related Activities (52429)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Individual Health Insurance Brokerage & Distribution (FSAIAEAL)
- akta.pro secondary industry
- Trade Credit Insurance Brokerage (FSAEADAL)
Keywords
Where Relation Insurance is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices24 records
Markets served
Relation Insurance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Insurance Brokerage Commissions: Relation Insurance operates as an insurance brokerage earning commissions from insurance carriers for placing coverage. Revenue is generated through commissions on commercial property & casualty insurance, employee benefits, personal lines, and specialty insurance products placed with insurance carriers.
- Benefits Consulting Services: Risk management and benefits consulting fees charged to commercial clients for advisory services including employee benefits program design, compliance support, and ongoing risk management.
- Wealth Management & Retirement Services: Financial advisory and wealth management services including retirement plan consulting, private wealth management, and investment advisory services to individuals and businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom Commercial Insurance Solutions |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Relation Insurance product offering
Product offeringCore offering
Relation Insurance is an independent insurance brokerage that places commercial property & casualty, workers compensation, employee benefits, personal lines, private client, retirement, and wealth management coverage for businesses, individuals, and high-net-worth families. It operates through more than 90 local offices nationwide, accessing over 1,000 insurance markets and earning commissions from carriers while providing risk advisory, claims advocacy, and benefits consulting services. The company has grown primarily through acquisition, completing more than 100 transactions since 2019 across specialized industries including agribusiness, construction, healthcare, transportation, and financial services.
Product overview
Relation Insurance is a multi-line insurance brokerage offering a unified platform of insurance and risk management services. The core offering consists of six main product categories: Employee Benefits Insurance, Business Insurance (Commercial P&C), Small Business Insurance, Personal Insurance, Private Client Services, and Retirement & Wealth Management. These are complemented by specialized offerings including Medicare plans, crop insurance for agribusiness clients, and specialty lines covering management liability, cyber risk, and private equity risk. The company serves individuals, families, and businesses across 15 industry verticals through a network of acquired agencies operating under the Relation brand. Recent acquisitions including Crop Rx (crop insurance), Chinook Insurance Group (subsea/aquaculture), and Thorn Creek Insurance (agricultural P&C) have expanded specialized capabilities, while specialty lines leadership additions from NFP/Aon have strengthened management liability and cyber risk offerings.
Differentiator
Problem solved
Functional benefit
Brands
- Relation Wealth: Private wealth management services
- Pan American Insurance Services
- RelationRX
- Bridlewood Insurance
Products and services
- Employee Benefits Insurance Comprehensive employee benefits brokerage including health and wellness programs, compliance and HR support, custom benefits consulting, retirement benefits, executive benefits, pharmacy benefits, and voluntary benefits for employers.
- Business Insurance (Commercial Property & Casualty) Commercial insurance brokerage for mid-market and enterprise clients covering workers compensation, general liability, commercial property, commercial auto, cyber liability, surety and bonds, executive liability, professional liability, captives and alternative risk, loss control, and claims management and advocacy.
- Small Business Insurance Streamlined insurance solutions tailored for small businesses including general liability, commercial property, commercial auto, commercial umbrella, cyber liability, and workers' compensation.
- Personal Insurance Personal insurance coverage for individual consumers and families including homeowners and renters, auto, motorcycle, boat, life and disability, flood, and umbrella coverage.
- Private Client Services Specialized insurance for high-net-worth individuals and families including family office risk management, auto, property and liability, aviation, boats/yachts/personal watercraft, equine, collectors and specialty items, and life and health.
- Retirement & Wealth Management Retirement consulting and private wealth management services for individuals and businesses, delivered under the Relation Wealth sub-brand.
- Medicare Plans
Quantifiable outcome
- Tripled revenue through M&A strategy since 2019
- +2 more outcomes
Companies that use Relation Insurance
Customer profileNamed customers8 records
Segments8 records
Ideal customer profiles5 records
Relation Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Relation Insurance partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TruverisminorTruveris is a pharmacy cost containment company and partner providing pharmacy trend analysis and benefits compliance content for Relation's employee benefits clients. Truveris provides original content on pharmacy trends, PBM oversight, and drug pricing policy for Relation's blog and client communications.
Scale indicators8 records
Recent moves7 records
Expansion highlights7 records
Relation Insurance competitors and assessment
Company assessmentDirect peers
- USI Insurance Services: USI is a PE-backed insurance brokerage with a similar strategy of acquiring regional agencies to build a national platform with property/casualty, benefits, and personal lines. Comparable scale, similar employee benefits focus, and similar M&A-driven growth.
- Acrisure: Acrisure is one of the largest US insurance brokers, rapidly built through aggressive acquisitions and PE backing. Closely mirrors Relation's roll-up playbook, multi-line offerings, and tech-enabled strategy, and competes directly for both acquisition targets and mid-market clients.
- Hub International: Hub International is a large PE-backed insurance brokerage operating across North America with comparable product breadth (commercial P&C, personal, employee benefits). Direct competitor for mid-market clients, talent, and acquisition targets.
- World Insurance Associates: World Insurance Associates is a PE-backed insurance agency built through aggressive acquisitions, similar in model and growth trajectory to Relation. Direct competitor for mid-market clients and acquisition targets across personal and commercial lines.
- Lockton: Lockton is the world's largest privately held insurance broker, with a similar entrepreneurial culture and full-service offering across commercial and specialty lines. Closely comparable in scale and strategic posture.
- NFP (an Aon company): NFP is a mid-market-focused insurance broker acquired by Aon in 2024, with strong employee benefits and specialty practices. Recent Relation hires from NFP signal direct talent competition; product mix and target clients overlap significantly.
Broad incumbents
- Marsh McLennan: Marsh McLennan is the world's largest insurance broker and a top-tier incumbent providing commercial risk, reinsurance, and consulting. Operates at much larger scale than Relation but sets the competitive dynamic for mid-market and enterprise accounts.
- Brown & Brown: Brown & Brown is a large, publicly traded US insurance broker with national reach across commercial P&C, employee benefits, and personal lines. Larger and more diversified than Relation but operates with similar product set and acquisition strategy.
- Arthur J. Gallagher & Co. Gallagher is a major publicly traded global insurance broker with deep commercial P&C, benefits, and risk management capabilities. Larger and more established than Relation with similar product portfolio across commercial and personal lines.
Emerging players
- Burns & Wilcox: Burns & Wilcox is a wholesale specialty insurance broker with strong expertise in surplus lines, professional liability, and complex commercial risks. Compares to Relation's specialty lines build-out and the niche expertise acquired via firms like Chinook.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Relation Insurance social profiles
Digital presenceRelation Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Relation Insurance leadership team
Management profileNumber of profiles
Profiles16 records
Relation Insurance subsidiaries and ownership
Company hierarchySubsidiaries22 records
Relation Insurance funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Relation Insurance M&A and investment
M&A and investmentM&A46 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Relation Insurance
What does Relation Insurance do?
Relation Insurance is an independent insurance brokerage that places commercial property & casualty, workers compensation, employee benefits, personal lines, private client, retirement, and wealth management coverage for businesses, individuals, and high-net-worth families. It operates through more than 90 local offices nationwide, accessing over 1,000 insurance markets and earning commissions from carriers while providing risk advisory, claims advocacy, and benefits consulting services. The company has grown primarily through acquisition, completing more than 100 transactions since 2019 across specialized industries including agribusiness, construction, healthcare, transportation, and financial services.
Is Relation Insurance a public or private company?
Relation Insurance is a private company. It is classified as private equity controlled and is currently operating.
When was Relation Insurance founded?
Relation Insurance was founded in 2007. It employs 1,001 to 5,000 people.
Where is Relation Insurance based?
Relation Insurance is headquartered in Chicago, United States, in the North America region.
How does Relation Insurance make money?
Three revenue lines are on record. Insurance Brokerage Commissions are the primary driver. The others are benefits Consulting Services and wealth Management & Retirement Services.
Who are Relation Insurance's main competitors?
Direct peers on record are USI Insurance Services, Acrisure, Hub International, World Insurance Associates, Lockton and NFP (an Aon company). Broad incumbents are Marsh McLennan, Brown & Brown and Arthur J. Gallagher & Co.. Burns & Wilcox is listed as an emerging player.
Does Relation Insurance have an API?
No public API is recorded for Relation Insurance.
What industry is Relation Insurance in?
Relation Insurance's product category is Insurance Brokerage. Its primary akta.pro industry code is FSAIAEAL, Individual Health Insurance Brokerage & Distribution, with a secondary code of FSAEADAL, Trade Credit Insurance Brokerage. Its NAICS code is 5242 and its SIC code is 6411.