Farley Insurance Agency

What Farley Insurance Agency does

Farley Insurance Agency Inc. is a privately held, family-owned independent insurance agency headquartered in Newton, Illinois. The firm traces its lineage to an agency originally founded in 1881 and was acquired and re-established by Kent and Sandra Farley in 1970; it is now led by Tim K. Farley (President) and Chad A. Farley (Vice President), with additional family members and a 10-person team that includes four licensed producers and four full-time customer service representatives. The agency does not underwrite risk itself; instead it operates as a broker representing over twenty "A" rated insurance carriers and earns commission revenue on policies placed.

The agency offers a diversified product portfolio spanning personal lines (auto, homeowners, life/health, boat, motorcycle, recreational vehicle, and pet insurance), business lines (general business insurance and workers' compensation), and specialty industry coverage (crop/farm, contractors, and restaurants/taverns). It serves individuals, families, small to mid-sized businesses, farmers and agricultural producers, contractors, and hospitality operators, with a stated customer base of over 4,000 across Illinois, Indiana, Iowa, and Missouri — all serviced from a single Newton, IL headquarters via in-person consultation, phone, and a website-based quote-request workflow.

The business model is commission-based on policies written across its carrier panel; pricing is quote-by-quote and not publicly disclosed. There is no proprietary technology platform, no mobile application, no API surface, and no disclosed AI capability — operations rely on standard agency practice and carrier relationships rather than a differentiated technology stack. Industry association endorsements (Illinois Pork Producer Association, Illinois National Farmers Union, and the Automotive Parts and Service Association of Illinois) provide supplementary referral channels into farm and auto-service commercial segments.

Name

Farley Insurance Agency

Legal name

Farley Insurance Agency Inc.

Website

https://farleyinsurance.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1–10 employees

Short description

Farley Insurance Agency is a family-owned independent insurance agency in Newton, IL, representing over twenty "A" rated carriers and serving 4,000+ individuals and businesses across Illinois, Indiana, Iowa, and Missouri with personal, commercial, farm, and specialty industry coverage.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

Keywords

• Independent insurance agency
• Personal lines insurance
• Commercial insurance
• Crop and farm insurance
• Insurance brokerage

Headquarters

HQ city

Newton

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, Others

Revenue model

1. Insurance Agency Commission: As an independent insurance agency, Farley Insurance Agency earns commissions from insurance carriers for policies placed. They maintain contracts with over twenty 'A' rated insurance companies and offer a wide range of insurance products including auto, homeowners, life/health, business, crop/farm, workers compensation, contractors, and restaurant/tavern insurance.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Independent insurance agency selling personal, business, and specialty insurance policies (auto, homeowners, life/health, boat, motorcycle, RV, pet, business, workers' comp, crop/farm, contractors, restaurants/taverns) on behalf of over twenty "A" rated insurance carriers. Licensed agents consult with customers to determine coverage needs and place policies, earning commissions from the carriers.

Product overview

Farley Insurance Agency is an independent insurance agency offering a comprehensive portfolio of insurance products across personal, business, and specialty industry segments. Their personal insurance products include Auto, Homeowners, Life/Health, Boat, Motorcycle, Recreational Vehicles (RV), and Pet insurance. Business insurance offerings include Business Insurance and Workers' Compensation. Specialty coverage includes Crop/Farm Insurance for agricultural producers, Contractors Insurance for general contractors and subcontractors, and Restaurants/Taverns Insurance for the hospitality industry. The agency operates as a broker representing over twenty 'A' rated insurance carriers, allowing them to write effective and comprehensive insurance policies for individuals and businesses in Illinois, Indiana, Iowa, and Missouri.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Automobile insurance providing liability, collision, comprehensive, and uninsured motorist coverage for personal or business vehicles, placed through partner "A" rated carriers.
• Homeowners Insurance Insurance coverage for homeowners, renters, condo, and apartment dwellers protecting residential structures, personal belongings, and providing personal liability coverage.
• Life / Health Insurance Health insurance covering medical expenses and life insurance providing death benefits to designated beneficiaries.
• Boat Insurance Insurance coverage for boats including bass boats, houseboats, pontoons, powerboats, ski boats, sailboats, and personal watercraft such as jet skis, with options for consequential loss, mechanical breakdowns, salvage, and towing.
• Motorcycle Insurance Insurance coverage for motorcycles including cruisers, custom motorcycles, mopeds, scooters, dirt bikes, vintage and antique motorcycles, and sport motorcycles, with options for custom equipment, replacement cost, gear coverage, and roadside assistance.
• Recreational Vehicles (RV) Insurance Insurance for recreational vehicles, towable campers, travel trailers, and motor homes including emergency expense coverage, accident forgiveness, comprehensive and collision coverage, and full-timer's RV insurance.
• Pet Insurance Pet insurance coverage through a Nationwide partnership offering protection for dogs and cats.
• Business Insurance Broad business insurance coverage including property insurance, casualty insurance, liability insurance, business interruption insurance, and other business-specific policies.
• Workers' Compensation Insurance Workers' compensation coverage providing automatic compensation for workplace-related injuries and illnesses according to defined scales.
• Crop / Farm Insurance Farm insurance including crop insurance (for plant crops) and livestock insurance (for cattle, pigs, poultry), with crop-yield insurance and crop-revenue insurance options.
• Contractors Insurance Insurance coverage for contractors including general liability, commercial vehicle insurance for pickup trucks, dump trucks, tow trucks and trailers, and workers' compensation.
• Restaurants / Taverns Insurance Specialty insurance coverage for restaurants, taverns, bars, and small food service businesses including diners, sandwich shops, banquet halls, sports bars, brew pubs, bakeries, coffee shops, and delis.

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered minor.

• AetnaminorOthersHealth insurance carrier partner providing health insurance products to customers of Farley Insurance Agency
• Auto Owners InsuranceminorOthersProperty and casualty insurance carrier partner
• Bishop Mutual InsuranceminorOthersMutual insurance carrier partner
• Blue Cross Blue ShieldminorOthersHealth insurance carrier partner providing health coverage options
• Central Illinois Mutual Insurance CompanyminorOthersRegional mutual insurance carrier partner
• Erie InsuranceminorOthersProperty and casualty insurance carrier partner
• Great American Insurance GroupminorOthersInsurance group carrier partner offering commercial and specialty coverage
• Grinnell MutualminorOthersMutual insurance carrier partner specializing in farm and business coverage
• Hastings Mutual InsuranceminorOthersMutual insurance carrier partner
• Health AllianceminorOthersHealth insurance carrier partner
• Heartland MutualminorOthersRegional mutual insurance carrier partner
• Indiana Farmers InsuranceminorOthersInsurance carrier partner based in Indiana
• NationwideminorOthersMajor insurance carrier partner offering auto, home, and pet insurance
• MetLifeminorOthersMajor insurance carrier partner providing life and employee benefits
• ProgressiveminorOthersAuto insurance carrier partner known for competitive auto rates
• Secura Insurance CompaniesminorOthersInsurance carrier partner offering commercial coverage
• Society InsuranceminorOthersInsurance carrier partner specializing in restaurant and business coverage
• United Mutual Insurance CompanyminorOthersMutual insurance carrier partner
• West BendminorOthersInsurance carrier partner offering business and personal coverage
• IL Pork Producer AssociationminorGTM or Marketing PartnerIndustry association endorsement providing member discounts on farm insurance policies for pork producers
• Illinois National Farmers UnionminorGTM or Marketing PartnerIndustry endorsement providing member discounts on farm insurance policies for union members
• Automotive Parts and Service Association of Illinois (APSA)minorGTM or Marketing PartnerIndustry association endorsement providing member discounts on business insurance policies for auto service centers and parts stores

Scale indicators6 records

Recent moves7 records

Expansion highlights3 records

Broad incumbents

• GEICO: Major direct-to-consumer auto and home insurance carrier. Represents the direct channel that disintermediates independent agencies like Farley in personal auto — a key competitive threat rather than a pure peer.
• AssuredPartners: Large national independent insurance brokerage consolidator offering personal, commercial, and specialty lines across all 50 states. Comparable as a broader incumbent in the independent agency space and a potential acquirer of regional agencies like Farley.
• Brown & Brown: Large US insurance intermediary providing personal, commercial, and specialty coverage through retail and wholesale channels. Comparable as a scaled independent agency platform with a similar multi-line offering and acquisitive growth model.
• USI Insurance Services: Top-10 US insurance brokerage offering property/casualty, employee benefits, and personal lines nationally. Overlaps with Farley's personal and commercial products at much greater scale, representing the scaled independent brokerage model.
• HUB International: Large North American insurance brokerage serving mid-market and personal lines customers. Operates as a broader incumbent in the independent agency space that competes for the same multi-line business as Farley.

Emerging players

• Lemonade: Digital-first insurance carrier using AI-driven underwriting and a mobile app to sell renters, homeowners, pet, and auto insurance direct. Represents the insurtech wave disrupting the traditional independent agency model that Farley operates in.

Direct peers

• World Insurance Associates: Acquisitive independent insurance agency serving personal and commercial customers with multi-carrier relationships across the US. Comparable to Farley as a multi-line independent agency pursuing growth through both organic and inorganic means.
• The Hilb Group: Mid-Atlantic independent insurance agency and brokerage with multi-carrier relationships across personal and commercial lines. Comparable to Farley as a similarly structured mid-size independent agency operating across multiple states.
• Heffernan Insurance Brokers: Independent insurance brokerage providing personal, commercial, and employee benefits through multi-carrier partnerships. Comparable to Farley as a mid-size independent broker with a similar multi-line product strategy.
• RPS (Risk Placement Services): Specialty insurance wholesaler and placement services firm working with retail agents to place complex commercial and personal risks. Comparable to Farley's specialty placement focus in farm, contractor, and hospitality lines.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/farleybusiness
• Facebookfacebook.com/Farley-Insurance-Agency-Inc-159204644106893
• LinkedInlinkedin.com/company/farley-insurance-agency-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Farley Insurance Agency