WMC Insurance

What WMC Insurance does

WMC Insurance is the insurance services division of Wisconsin Manufacturers & Commerce (WMC), the state's combined chamber of commerce and manufacturers' association, operating from Madison, Wisconsin. The organization functions as an association-based insurance program administrator and broker, pooling Wisconsin employers together so that small and mid-market businesses — primarily in manufacturing, wholesale, and retail — can access large-group insurance products at composite rates. Its anchor product is the EmployerPulse Association Health Plan (AHP), launched in October 2018 under federal AHP rules via UnitedHealthcare, which serves employers with 2–99 eligible employees. The portfolio extends across dental, vision, group life and AD&D, disability, supplemental (hospital indemnity, critical illness, accident), business property and casualty (via Frankenmuth Insurance), ICHRA administration (via Diversified Benefit Services), and an individual health marketplace (via SASid).

The technology footprint is conventional benefits administration: web-based enrollment forms, provider network search tools for UHC and Sun Life networks, and a Benefits Explorer enrollment tool. No proprietary underwriting platform, AI/ML capability, or developer-facing API surface is described. Distribution operates primarily through the captive WMC chamber network — leveraging Wisconsin Manufacturers & Commerce membership as the dominant top-of-funnel — supplemented by direct outreach from the Senior Director of Insurance Services and, more recently, an independent broker channel for Frankenmuth P&C products. Marketing is conducted via webinars, email newsletters, social channels, and the wmcinsurance.org website.

WMC Insurance earns revenue through two mechanisms: recurring membership fees tied to enrolled employee counts, and insurance brokerage commissions from carrier partners (Sun Life, UnitedHealthcare, Frankenmuth Insurance). Pricing is not publicly disclosed; the value proposition rests on documented discounts of 5–7% on ancillary lines, 8–13% on NexusACO health plans, and up to 10% on P&C, combined with multi-year rate guarantees. The company covers more than 200 Wisconsin companies and over 15,000 employees, and operates with a headcount of 11–50. It is privately held as a subsidiary operation of Wisconsin Manufacturers & Commerce, with no external investors, no funding rounds, and no public ownership indicators.

Name

WMC Insurance

Legal name

Wisconsin Manufacturers & Commerce

Website

https://wmcinsurance.org

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

11–50 employees

Short description

WMC Insurance is an association-based insurance program administrator and broker serving Wisconsin employers (primarily manufacturing, wholesale, and retail SMBs) through a pooled health, ancillary, and P&C product suite anchored by the EmployerPulse Association Health Plan.

Ownership category

akta.pro rank

Product category

Group / Commercial Insurance

NAICS

Insurance Agencies and Brokerages (52421), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Direct Health and Medical Insurance Carriers (524114), Insurance Carriers (5241)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Fire, Marine & Casualty Insurance (6331), Life Insurance (6311), Hospital & Medical Service Plans (6324)

akta.pro primary industry

Managed Care / Network-Based Group Health Plans (Carrier Network Products) (FSAIAFAO)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Large Group Health Insurance (Mid-Market & National Accounts) (FSAIAFAE), Group Term Life Insurance (FSAIAAAJ), Group AD&D Insurance (Employer-Sponsored) (FSAIALAA)

Keywords

• Group health insurance
• Association health plans
• Employee benefits
• Commercial insurance
• Business insurance products

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Insurance Membership Fees: WMC Insurance generates revenue through membership fees paid by employers based on the number of enrolled employees on an annual basis. Members join the insurance pool and gain access to discounted group rates on health, dental, vision, life, disability, and supplemental insurance.
2. Insurance Brokerage Commissions: As an insurance broker and program administrator, WMC Insurance earns commissions from insurance carrier partnerships including Sun Life (dental, vision, life, disability, supplemental) and UnitedHealthcare (health plans), and Frankenmuth Insurance (property and casualty).

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core offering

WMC Insurance is the insurance division of Wisconsin Manufacturers & Commerce and functions as an Association Health Plan (AHP) administrator, delivering group insurance benefits to Wisconsin employers. Its offerings span health, dental, vision, life, disability, supplemental, and business insurance products, covering more than 200 companies and 15,000+ employees across the state.

Product overview

WMC Insurance is a comprehensive group insurance benefits program administered through Wisconsin Manufacturers & Commerce. The core product is the EmployerPulse Association Health Plan (AHP), which enables Wisconsin small and medium-sized employers (2-99 employees in manufacturing, wholesale, and retail sectors) to access large-group insurance rates through pooled risk. This is supplemented by ancillary benefits including Dental, Vision, Group Life and AD&D, Disability, and Supplemental Insurance (Hospital Indemnity, Critical Illness, Accident) offered through Sun Life partnerships. The portfolio also includes Business Insurance (Property and Casualty) via Frankenmuth Insurance, Individual Coverage HRA (ICHRA) administered by Diversified Benefit Services, and an Individual Health Insurance Marketplace through SASid. The program covers more than 200 companies and over 15,000 employees across Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Health Insurance (Association Health Plan) Core group medical insurance product offered under an Association Health Plan (AHP) administered by WMC for Wisconsin-based employer members, currently covering 15,000+ employees across more than 200 companies.
• Group Dental Insurance Dental benefits coverage sold alongside WMC's group health plans to Wisconsin employers and their employees.
• Group Vision Insurance Vision benefits coverage sold alongside WMC's group health plans to Wisconsin employers and their employees.
• Group Life Insurance Group life insurance coverage offered to Wisconsin employers through WMC Insurance's multi-line benefits package.
• Group Disability Insurance Short-term and long-term group disability coverage offered to Wisconsin employers through WMC Insurance.
• Supplemental Insurance Supplemental benefit products such as accident, critical illness, or hospital indemnity coverage offered to Wisconsin employers as part of the multi-line benefits suite.
• Business Insurance Commercial property, liability, or other business coverages offered to Wisconsin employers alongside the employee benefits product suite.

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• Diversified Benefit Services (DBS)coreImplementation/ SI/ Consulting Partner · 1 January 2026DBS administers Individual Coverage Health Reimbursement Arrangement (ICHRA) services for WMC participants, who receive a 5% discount on monthly administration fees. DBS handles installation, enrollment coordination, and ongoing plan administration. Hartland, Wisconsin-based administrator with proprietary software and employee communication processes.
• Frankenmuth InsurancecoreStrategic or Co-development Partner · 7 March 2023Frankenmuth Insurance provides property and casualty insurance coverage to WMC members with exclusive savings up to 10%. The partnership includes 150-year-old carrier with 'A' rating from AM Best. Additional benefits include industry-specific coverages, educational opportunities, and loss control services for manufacturers, construction, retail, wholesale, real estate, and service industries.
• Sun LifecoreStrategic or Co-development Partner · 25 October 2018Sun Life provides dental, vision, life, disability, and supplemental insurance products through WMC Insurance's association program. The partnership offers exclusive benefits including rates 5-7% below manual rates, three-year rate guarantees, and enhanced guaranteed issue amounts for voluntary life coverage ($150,000+). Sun Life offers one of the largest PPO networks nationally for dental and vision coverage.
• UnitedHealthcarecoreStrategic or Co-development Partner · 25 October 2018UnitedHealthcare provides health insurance through the EmployerPulse Association Health Plan (AHP). WMC employers gain access to UHC's network of 1.2-1.3 million physicians, 6,500+ hospitals, and various PPO and HSA plan options. The partnership enables small employers to access large-group products with composite rates.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• AIM Mutual Insurance: Massachusetts-based association-affiliated workers' comp and commercial lines provider tied to the Associated Industries of Massachusetts. Closely comparable operating model: chamber/association distribution, pooled purchasing for member employers, multi-line insurance programs for SMBs.
• CBIA (Connecticut Business & Industry Association) Insurance Services: Association-led insurance program for Connecticut employers offering health, workers' comp, and P&C through carrier partnerships. Near-identical GTM motion to WMC Insurance via a state chamber network.
• NJBIA (New Jersey Business & Industry Association) Insurance: New Jersey business association offering member-only group health, dental, and P&C programs through carrier partnerships. Same association-pool model targeting small/mid-market employers.
• Greater Houston Partnership Insurance Programs: Chamber-affiliated benefits and insurance program serving Houston-area employers. Comparable association-pool distribution and multi-carrier brokerage model, though at larger scale.
• CalChamber (California Chamber of Commerce) Insurance & Benefits: California state chamber offering member-only group health, workers' comp, and P&C. Operates the same association-pooled benefits model as WMC Insurance, anchored in chamber distribution.
• Manufacturers Alliance (MNP) Insurance Programs: Manufacturer-association-affiliated insurance program providing group benefits and P&C to member firms. Directly comparable in vertical focus (manufacturing) and association-pool economics.

Emerging players

• Gravie: Tech-enabled health benefits marketplace targeting small/mid-market employers with pooled and ICHRA-style products. Comparable buyer segment and product set, but with a national, technology-led GTM rather than chamber-based distribution.

Broad incumbents

• eHealth: Large national insurance broker and marketplace for individual and group health, with an SMB employer offering. Overlaps with WMC Insurance in individual marketplace (SASid) and small-group health brokerage.
• UnitedHealthcare (UHC) Employer & Individual: Carrier partner of WMC Insurance and a dominant national health insurer. Comparable product set (PPO/HSA health plans for SMB employers), but operates as the direct carrier/underwriter rather than as a pooled broker.
• Sun Life U.S. (Group Benefits): Carrier partner providing dental, vision, life, disability, and supplemental through WMC Insurance. Comparable product lines (especially dental/vision/group life for SMB employers) but operates as the underlying underwriter rather than broker.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/WisconsinMC
• YouTubeyoutube.com/user/WMC501
• Facebookfacebook.com/WMCInsurance
• LinkedInlinkedin.com/company/wmc-insurance

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about WMC Insurance