COUNTRY Financial

What COUNTRY Financial does

COUNTRY Financial is a private, multi-line insurance and financial services company headquartered in Bloomington, Illinois, founded in 1925 and operating through a family of affiliated entities under the Illinois Farm Bureau. It underwrites and distributes personal lines (auto, home, life, specialty), commercial lines (business owners policy, commercial package policy, workers' compensation), and agricultural lines (farm, livestock, crop insurance), and offers investment, retirement, and college-savings products through subsidiaries including COUNTRY Trust Bank and COUNTRY Capital Management Company. Distribution is hybrid: a deep local representative network — including 400+ Farm Certified Representatives and 300+ Crop Certified Representatives — augmented by phone, website, and a mobile app, with auto and home products available in 19 states, farm in 10, and federal and private crop coverage in 6 Midwest states.

The company's platform combines multi-policy bundling (with discounts of up to 30%), usage-based auto pricing through the DriverIQ telematics program powered by Cambridge Mobile Telematics, and specialty partnerships such as Hartville Pet Insurance for pet coverage. Revenue is generated primarily through insurance premiums across personal, commercial, and agricultural lines, supplemented by recurring fees on retirement accounts, managed accounts, annuities, and 529 college savings plans. The company reports serving more than one million families and 45,000+ small businesses, with an AM Best A+ financial strength rating maintained since 1976, and ranks awards from NerdWallet (best homeowners insurance for discounts, 2026)

Name

COUNTRY Financial

Legal name

COUNTRY Financial family of affiliated companies

Website

https://countryfinancial.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

COUNTRY Financial is a private, multi-line insurance and financial services company founded in 1925, offering personal, commercial, farm, crop, and life insurance plus investment and retirement products through a local-representative network across 19 U.S. states.

Ownership category

akta.pro rank

Product category

Insurance and Financial Services

NAICS

Finance and Insurance (52), Insurance Agencies and Brokerages (524210), Portfolio Management and Investment Advice (523940), Funds, Trusts, and Other Financial Vehicles (525), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Mid-Market Commercial Package (Package Policies) (FSAJAFAB)

Keywords

• Insurance products
• Financial planning services
• Crop and farm insurance
• Retirement planning
• Small business insurance

Headquarters

HQ city

Bloomington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance premiums: Primary revenue from insurance products including auto, home, farm, crop, business, life, and specialty insurance policies. Premiums collected from policyholders with pricing based on risk assessment, coverage types, and discounts.
2. Investment products and services: Revenue from investment management, retirement planning, IRAs, 401k plans, annuities, and college savings plans. Fees may include management fees, transaction costs, and product-specific charges.
3. Pet insurance partnership: Revenue from pet insurance products offered through Hartville Pet Insurance partnership. COUNTRY Financial earns commissions or fees as the distribution partner.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

COUNTRY Financial provides insurance and financial services to individuals, families, and small businesses across 19 U.S. states. Its offerings span auto, home, life, farm, crop, business, and specialty insurance products, complemented by investment and retirement planning services including IRAs, annuities, 529 college savings plans, and 401k plans. The company distributes through a network of local agents, certified farm and crop representatives, online quote tools, and a mobile app.

Product overview

COUNTRY Financial is an insurance and financial services company offering a comprehensive portfolio of products through a platform-plus-modules architecture. The core insurance offerings include Auto Insurance (vehicle coverage across 19 states), Home Insurance (named NerdWallet's best for discounts in 2026), Life Insurance (Term, Whole, and Indexed Universal Life), Business Coverage (serving auto shops, retail, professional offices, and contractors), Farm Insurance (offered in 10 states), and Crop Insurance (offered in 6 states). These core products are complemented by specialized modules including Motorcycle, Boat, RV, Condo, Renters, and Landlords Insurance, plus specialized Business Owners Policy, Commercial Package Policy, Winery, and Craft Brewery Insurance. Financial services include Investments (IRAs, managed accounts, annuities, 529 college savings), all supported by a Multi-Policy Discount program offering up to 30% savings for bundling. Recent additions include a Pet Insurance partnership with Hartville and the DriverIQ telematics program for auto insurance discounts. The company operates primarily in the Midwest and serves over 1 million families.

Differentiator

Problem solved

Functional benefit

Brands

• DriverIQ: Auto telematics program developed in partnership with Cambridge Mobile Telematics that rewards safe driving with insurance discounts.
• Hartville Pet Insurance

Products and services

• Auto Insurance Vehicle insurance coverage offering customizable protection for cars, including liability, collision, comprehensive, medical payments, personal injury protection, and roadside assistance coverage across 19 states.
• Home Insurance Homeowners insurance providing protection for homes and belongings with three coverage levels (Standard, Broad, Premier). Named NerdWallet's best homeowners insurance for discounts in 2026.
• Life Insurance Life insurance products including Term Life (10, 15, 20, or 30-year coverage), Whole Life (permanent coverage with cash value), and Indexed Universal Life (permanent coverage with cash value linked to market indices).
• Business Insurance Business insurance serving auto shops, retail and food, professional offices and services, and contractors with coverages including liability, property, workers compensation, data breach, and business income protection.
• Farm Insurance Farm property insurance protecting farm assets, equipment, livestock, and buildings with Standard, Standard + Machinery Protection, and Standard + Machinery + Livestock Protection coverage options. Offered in ten states through 400+ Farm Certified Representatives.
• Crop Insurance Crop insurance including federal crop insurance and crop hail insurance covering grains, oilseeds, livestock, dairy, fruits, and vegetables. Offered in Illinois, Indiana, Iowa, Missouri, Minnesota, and Wisconsin.
• Pet Insurance Pet insurance offered in partnership with Hartville Pet Insurance covering injuries, illnesses, and advanced care including hereditary conditions, alternative therapies, and behavioral issues. Available for dogs and cats.
• Investments and Retirement Planning Investment products and services including individual retirement accounts (Traditional IRA, Roth IRA, Rollover IRA), managed accounts (Journey Series), annuities, 529 college savings plans, and business retirement plans including 401k plans.
• Craft Brewery Insurance Specialized insurance for craft breweries including Property Gold Package (beer stock valuation, business income) and Property Platinum Package (brewmaster replacement, blending errors, spoilage, peak season coverage).
• Winery Insurance Specialized insurance for wineries including Property Gold Package (wine stock valuation, wine leakage, wine contamination) and Property Platinum Package (brands/labels, blending errors, spoilage, peak season coverage).
• Livestock Insurance Insurance covering livestock (horses, beef cattle, dairy cattle, sheep, swine) against basic perils, machinery perils, and livestock-specific risks. Also includes livestock mortality, livestock gross margin, livestock risk protection, and dairy revenue protection policies.
• Business Owners Policy (BOP) Bundled small business insurance combining buildings, business personal property, liability risks, and specific business risks with Gold or Platinum options offering higher coverage levels.
• Commercial Package Policy (CPP) Customizable commercial insurance for contractors, auto service, churches, commercial rental property, equipment dealers, light manufacturing, and local trucking with broad and specialty coverage options.
• Motorcycle Insurance Insurance coverage for motorcycles, motor scooters, and motorized bicycles with physical damage, liability, medical, and uninsured/underinsured motorist protection.
• Recreational Vehicle Insurance Insurance coverage for both off-road vehicles (golf carts, four wheelers, dirt bikes, snowmobiles) and on-road vehicles (motor homes, travel trailers, camping trailers, truck campers).
• Boat Insurance Insurance coverage for boats, motors, trailers, and boating accessories. Home insurance automatically provides coverage up to $1,500, with options to purchase additional coverage.
• Renters Insurance Insurance protecting renters' personal belongings with basic or premier coverage options and replacement cost or actual cash value claim settlements.
• Landlords Insurance Rental Dwelling insurance for landlords renting up to eight units, covering building, personal property, lost income, liability, and medical payments with basic or premier coverage levels.
• Condo Insurance Condominium insurance covering unit owners' belongings and improvements with basic or premier coverage levels, actual cash value or replacement cost options, and liability coverage up to $1 million.

Quantifiable outcome

• Users engaging with DriverIQ app several times per week show 65 percent safer driving outcomes
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• Cambridge Mobile TelematicscoreTechnology or IntegrationStrategic technology partnership for the DriverIQ Auto Telematics Program. CMT provides the telematics technology platform that monitors driving behaviors through a mobile app. Users engaging with the app show 65 percent safer driving outcomes and the technology has helped prevent over 80,000 crashes worldwide.
• Hartville Pet InsurancecoreChannel Partner/ Reseller/ DistributorPartnership to offer pet insurance products to COUNTRY Financial customers. Hartville provides the insurance products while COUNTRY Financial distributes through its agent network and brand. Coverage includes injuries, illnesses, and advanced care for dogs and cats.
• Illinois Farm BureauflagshipStrategic or Co-development PartnerParent organization and strategic partner since 1916. Illinois Farm Bureau advocates for farmers and is affiliated with COUNTRY Financial, providing organizational support and agricultural industry expertise.
• USDA Risk Management AgencycoreStrategic or Co-development PartnerFederal partner providing risk management resources for agricultural producers. COUNTRY Financial works with RMA to offer federal crop insurance programs and monitors crop conditions throughout growing seasons.
• Crop Insurance Services, Inc.minorChannel Partner/ Reseller/ DistributorThird-party insurer for crop policies in Oregon and Washington. COUNTRY Financial assists in distribution while Crop Insurance Services underwrites and manages claims.
• CC Services, Inc.minorChannel Partner/ Reseller/ DistributorProvides flood insurance policies through the National Flood Insurance Program. CC Services offers policies from various third-party carriers not affiliated with COUNTRY Financial for condo, renters, and landlord coverage.
• FarmWeekNow.comminorGTM or Marketing PartnerMarketing and information partner providing latest farm-related news, weather, and market information to COUNTRY Financial crop insurance clients.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• State Farm: The largest U.S. mutual insurer, offering a directly comparable multi-line bundle of auto, home, life, and bank products through an exclusive agent distribution model. Operates as a private mutual with a similarly broad personal lines and small commercial focus.
• Farm Bureau Financial Group: Multi-state Farm Bureau-affiliated mutual insurer offering auto, home, life, farm, and crop coverage through a captive agent model. Most directly comparable given overlapping Farm Bureau parent sponsorship, Midwest concentration, and farm-specialty emphasis.
• Erie Insurance: Mid-Atlantic and Midwest regional mutual insurer with a nearly identical product mix and exclusive agent distribution model. Comparable scale, mutual structure, and personal plus small commercial lines focus.
• Grinnell Mutual: Farm-focused Midwest mutual insurer with strong crop and agricultural underwriting expertise, distributing through independent agents and reinsurance relationships. Comparable specialty agribusiness focus and mutual ownership structure.
• Auto-Owners Insurance: Midwest-based mutual insurer offering personal and commercial property-casualty through independent agents. Comparable multi-line P&C franchise with strong regional density and similar mid-market commercial package and BOP offerings.
• American Family Insurance: Mutual insurer headquartered in the Midwest with auto, home, life, farm, and small business coverage plus investment products through a captive agent network. Closely comparable geographic footprint, product set, and mutual ownership model.
• Shelter Insurance: Midwest and Southern regional mutual insurer offering auto, home, life, and farm coverage through an exclusive agent model. Closely comparable in size, mutual structure, and rural plus small town customer base.

Broad incumbents

• Allstate: National publicly traded personal lines insurer with auto and home as core offerings, expanding into small commercial and emerging into usage-based insurance. Overlaps significantly in auto and home but operates at much greater scale and with public capital flexibility.
• Progressive: Largest U.S. auto insurer by premium with direct and agent channels plus expanding home and commercial products. Represents the scale and direct-to-consumer benchmark against which regional mutuals compete on auto pricing and digital experience.
• Nationwide: Large national mutual insurer offering a much broader portfolio including commercial, specialty, and investment products. Broader geographic reach and product breadth, but overlaps meaningfully in personal auto, home, farm, and small commercial.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@COUNTRY_Financial
• Facebookfacebook.com/countryfinancial
• LinkedInlinkedin.com/company/8454
• Instagraminstagram.com/countryfinancial
• Xx.com/hellocountry

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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

M&A

Investments2 records

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

Frequently asked questions about COUNTRY Financial