What Choice Financial Group does

Choice Financial Group (CFG) is a private, PE-backed insurance brokerage platform that acquires and partners with independent insurance agencies across the United States. The company traces its roots to the 1998 founding of The Braun Agency in Southeast Virginia; the modern CFG entity was formed in 2020 with a vision to consolidate independent agencies under a shared platform. Following changes in Nationwide's distribution model, The Braun Agency merged with Choice Insurance Agency in 2021, and Northlane Capital Partners began providing institutional capital support. The platform has since executed 40+ acquisitions, expanding to 45 offices across 20 states with a network of 35+ partner agencies.

CFG offers commercial lines insurance (property & casualty, surety, specialty), personal lines (including high-net-worth), employee benefits and life/disability consulting, and specialty/industry-specific coverage (construction, real estate, transportation). The platform architecture preserves partner-agency brand and operational autonomy while providing shared infrastructure in finance, HR, compliance, IT, marketing, and carrier relationship management. Partners participate through a unified equity structure that creates full economic alignment with the platform. A mobile Choice App supports basic referral and information-sharing functionality for policyholders.

The company generates revenue primarily through insurance brokerage commissions on commercial, personal, employee benefits, and specialty placements, with an additional minor revenue stream from serving as banking partner for fintech Mercury alongside Column N.A. As of 2025, CFG reports approximately $95 million in revenue and roughly $800 million in premium volume under management. The company holds Business Insurance Top 100 Brokers recognition in both 2024 and 2025 and a 2025 Inc. 5000 designation, reflecting its emergence as one of the faster-growing U.S. brokerage platforms.

Name

Choice Financial Group

Legal name

Choice Financial Group, LLC

Website

https://choice.partners

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

251–500 employees

Short description

Choice Financial Group is a PE-backed insurance brokerage platform that acquires and partners with independent insurance agencies across the U.S., offering commercial lines, personal lines, employee benefits, and specialty coverage through a network of 35+ partner agencies across 20 states.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industries

Retail (Personal Lines) Insurance Brokerage (FSAEADAA), Small Group Health Insurance (2–50/100) (FSAIAFAD)

Keywords

• Commercial insurance brokerage
• Personal lines insurance
• Employee benefits consulting
• Specialty insurance coverage
• Insurance agency partnerships

Headquarters

HQ city

Virginia Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: CFG generates revenue through insurance brokerage commissions from commercial lines, personal lines, employee benefits, and specialty insurance products across its network of partner agencies.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Choice Financial Group operates an insurance brokerage platform that acquires and partners with independent insurance agencies across the United States. It distributes commercial lines insurance (property, casualty, surety, specialty), personal lines insurance, employee benefits and life/disability coverage, and specialty industry coverage through 45+ partner agency offices operating in 20 states.

Product overview

Choice Financial Group operates as an insurance brokerage platform built around Choice Insurance Agency, offering a unified platform-plus-partner-network model. The core offering includes commercial lines, personal lines (including high net worth), employee benefits/life & disabilities, and specialty insurance services through 45+ partner agencies operating across 20 states. The company also provides a mobile application (Choice App) with referral and information-sharing capabilities. CFG's business model centers on acquiring and partnering with independent agencies while maintaining their brand autonomy and operational identity, unified under the shared platform infrastructure backed by Northlane Capital Partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Lines Insurance
• Personal Lines Insurance
• Employee Benefits / Life & Disabilities
• Specialty / Industries Coverage

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Golden Global InsurancecoreChannel Partner/ Reseller/ Distributor · 31 July 2025Independent insurance agency headquartered in North Miami Beach, Florida with over 25 years of experience. Serves diverse clients including real estate developers, contractors, manufacturers, and property managers. Strengthens Choice's personal and commercial insurance market presence.
• Corporate Risk SolutionscoreChannel Partner/ Reseller/ Distributor · 8 July 202530th acquisition added to CFG portfolio, representing milestone in company's acquisition strategy and national expansion.
• Corporate CoveragecoreStrategic or Co-development Partner · 1 July 2025Benefits consulting firm specializing in employee health and welfare programs, based in Timonium, Maryland. Effective July 1, 2025, Corporate Coverage continues operating under existing leadership while joining CFG's network to scale impact across the Mid-Atlantic region.
• Southern Benefit SystemscoreStrategic or Co-development PartnerEmployee benefits consulting firm based in Greenville, South Carolina, founded more than 15 years ago. Specializes in designing customized health-benefit programs that reduce costs and improve access for employers. Integrated into CFG platform providing clients enhanced resources and expanded carrier access.
• MercuryminorStrategic or Co-development PartnerFintech company offering business and personal banking products. CFG serves as banking partner alongside Column N.A. to provide regulatory-compliant banking infrastructure for Mercury's personal banking product expansion.
• Column N.A.minorStrategic or Co-development PartnerNational bank serving as regulatory banking partner for fintech companies. Works with CFG to enable Mercury's entry into consumer banking territory.
• M.S. Peltier Insurance ServicescoreChannel Partner/ Reseller/ DistributorCommercial insurance agency based in greater Boston area, founded over 20 years ago. Specializes in risk management for construction, real estate, and transportation sectors across New England. Joins CFG's national network of partner agencies.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• AssuredPartners: AssuredPartners is a large privately held insurance brokerage platform that acquires and partners with independent agencies across commercial, personal, benefits, and specialty lines. Its agency-consolidation model is closely aligned with Choice Financial Group's acquisition-led strategy.
• Hilb Group: Hilb Group is a private-equity-backed insurance agency platform built through acquisitions and partnerships, with broad commercial, personal, and employee-benefits capabilities. It is especially comparable to Choice given Robert Hilb's prior experience leading the company and its similar agency-roll-up model.
• Patriot Growth Insurance Services: Patriot Growth Insurance Services partners with independent agencies and builds specialty insurance capabilities through an acquisition-led platform. Its focus on retaining agency identities while adding scale and shared resources closely mirrors Choice Financial Group's value proposition.
• Acrisure: Acrisure is a private-equity-backed insurance and financial-services platform with a large, sustained acquisition program. It is a direct scale and business-model peer for Choice's multi-line, agency-partner brokerage strategy.
• Brown & Brown: Brown & Brown is an established insurance brokerage and risk-services consolidator that serves commercial, personal, and employee-benefits customers. Its broad product set and acquisition-driven expansion make it a relevant public-market comparator for Choice.
• Risk Strategies: Risk Strategies is a national insurance brokerage and consulting firm with specialized industry and risk-management capabilities. Its agency-oriented growth and emphasis on complex commercial and specialty risks provide a close product and target-market comparison.
• USI Insurance Services: USI Insurance Services is a large insurance brokerage and employee-benefits platform serving businesses and individuals across multiple regions. It overlaps substantially with Choice's commercial, personal, benefits, and specialty brokerage activities and uses scaled carrier relationships.

Broad incumbents

• HUB International: HUB International is a global insurance brokerage with broad commercial, personal, and employee-benefits capabilities and a substantial agency acquisition history. It is a larger incumbent comparator for Choice's ambition to build a national independent-agency platform.
• Arthur J. Gallagher & Co. Arthur J. Gallagher & Co. is a major insurance brokerage, risk-management, and benefits provider with overlapping commercial, personal, and specialty lines. Its scale and integrated brokerage model make it a broad incumbent peer rather than a direct roll-up competitor.
• Aon: Aon is a global insurance, reinsurance, risk, and employee-benefits broker serving large organizations. It overlaps with Choice's benefits and commercial risk offerings, although its substantially broader platform makes it an incumbent comparison.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/choice-financial-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries6 records

Funding overview

Funding rounds8 records

Investors

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

M&A3 records

Investments

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

Frequently asked questions about Choice Financial Group