SIAA

Insurance Agency Alliance Servicessiaa.com

SIAA is the largest US independent insurance agency alliance, serving 5,200+ member agencies through 49 regional Master Agencies by aggregating carrier negotiating power, commission overrides, and shared back-office technology and services.

Company typePrivate
Founded1995
HeadquartersHampton, United States
Headcount101–250
GTM typeB2B
OfferingServices

What SIAA does

SIAA (Strategic Insurance Agency Alliance) is the largest independent insurance agency alliance in the United States, aggregating more than 5,200 member agencies through 49 regional Master Agency territories and collectively placing over $18.1 billion in total written premium. Founded in 1995 and headquartered in Hampton, New Hampshire, SIAA negotiates carrier access, profit-sharing arrangements, training, and shared back-office resources on behalf of independent agencies that choose to affiliate, while leaving the agencies themselves independently owned and operated. The company has been controlled by private equity sponsor Odyssey Investment Partners since 2021.

SIAA firmographics

Firmographics

Name: SIAA
Legal name: SIAA, Inc.
Website: https://siaa.com
Company type: Private
Founded year: 1995
Operating status: Operating
Headcount range: 101–250 employees
Short description: SIAA is the largest US independent insurance agency alliance, serving 5,200+ member agencies through 49 regional Master Agencies by aggregating carrier negotiating power, commission overrides, and shared back-office technology and services.
Ownership category
akta.pro rank

SIAA industry classification

Industry

Product category: Insurance Agency Alliance Services
NAICS: Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242), Management of Companies and Enterprises (55111)
SIC: Insurance Agents, Brokers & Service (6411), Services-Membership Organizations (8600)
akta.pro primary industry: Insurance Leads, Introducers & Referral Networks (FSAEAMAB)

Keywords

Insurance agency alliance
Independent insurance distribution
Insurance carrier appointments
Insurance technology platform
Agency management solutions

Where SIAA is headquartered

Location

Headquarters

HQ city: Hampton
HQ country: United States
HQ region: North America

Offices1 record

Markets served

SIAA business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

Commission-based revenue: Member agencies with direct appointments receive commissions directly from insurance carriers. SIAA and master agencies earn overrides and profit-sharing from strategic partner companies based on premium volume placed through their network.
Profit-sharing and bonuses: Commissions from business written through AccessPlus placement facility, as well as profit-sharing, bonuses and overrides earned through strategic partner relationships, are paid by the master agency to member agencies with SIAA receiving a portion.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

SIAA product offering

Product offering

Core offering

SIAA (Strategic Insurance Agency Alliance) operates the nation's largest alliance of independent insurance agencies, providing 5,200+ member agencies with direct carrier appointments, profit-sharing and override commissions, technology platforms (SIAA NXT, AgencyIQ, MarketFinder), training programs, and market access. Over 95% of business is placed via members' direct carrier codes, with SIAA and 49 regional Master Agencies earning overrides from strategic partner carriers based on network premium volume.

Product overview

SIAA operates as the nation's largest alliance of independent insurance agencies with over 5,200 member agencies writing $18 billion in total premium. The company's technology portfolio is anchored by SIAA NXT, an intelligent distribution platform combining data and AI with integrated components including PortfolioIQ (analytics), Xchange (E&S marketplace), and AgencyIQ (business intelligence). MarketFinder enables small business insurance quoting through Simply Business integration, while AccessPlus provides placement facility access to top-rated carriers. The company has expanded capabilities through acquisitions (DONNA.ai for data analytics, Rogue Risk for digital footprint) and strategic technology partnerships including Momentum AMP (agency management, CRM, automation, comparative rating).

Differentiator

Problem solved

Functional benefit

Brands

SIAA NXT: Intelligent distribution platform combining data and AI to connect independent insurance agencies and carriers
TechFinder
MarketFinder
AgencyIQ

Products and services

SIAA Alliance Membership
SIAA NXT
AgencyIQ
Xchange
MarketFinder
AccessPlus
TechFinder
DONNA.ai
FOUNDATION Start-up Agency Program

Quantifiable outcome

527 new member agencies added in 2020 despite pandemic conditions
+3 more outcomes

Companies that use SIAA

Customer profile

Named customers1 record

Segments3 records

Ideal customer profiles3 records

SIAA technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability8 records

Feature6 records

SIAA partnerships and signals

Strategic signal

Partnerships

Five partnerships are on record, tiered core and minor.

Momentum AMPcoreTechnology or Integration · 5 May 2026Strategic technology partnership giving SIAA's 5,200+ member independent insurance agencies preferred access to Momentum AMP's agency management platform, including AI-powered tools, CRM, automation, and comparative rating capabilities at exclusive member pricing. The partnership is part of SIAA's TechFinder program and integrates with SIAA's AgencyIQ business intelligence platform to help independent agencies streamline operations and drive revenue growth.
ProgressivecoreStrategic or Co-development Partner · 13 January 2026Strategic partnership expanding SIAA member agencies' access to personal and commercial insurance lines through Progressive. The agreement addresses ongoing market pressures including limited capacity and stricter underwriting requirements. The partnership supports SIAA's recently launched NXT platform and represents a shared commitment to supporting independent agents during industry consolidation.
DONNA.aicoreTechnology or Integration · 17 March 2025Acquisition of DONNA.ai, a data and analytics platform provider for the insurance industry. This acquisition is part of SIAA's strategy to expand its technological capabilities and enhance services for its network of member agencies, carriers, and partners. DONNA.ai provides AI-powered data and analytics capabilities.
Rogue RiskcoreTechnology or Integration · 21 April 2022Acquisition of Rogue Risk to expand SIAA's digital footprint and enhance its technology offerings for member agencies. This acquisition strengthens SIAA's capabilities in serving the independent agency channel.
Valley Insurance Agency Alliance (VIAA)minorChannel Partner/ Reseller/ DistributorVIAA announced plans to expand training bootcamp programs and deploy AI tools in partnership with SIAA. VIAA crossed $1 billion in written premium in 2026 as a network of more than 165 independent agencies. The partnership involves utilizing SIAA NXT platform and AI tools.

Scale indicators9 records

Recent moves7 records

Expansion highlights4 records

SIAA competitors and assessment

Company assessment

Broad incumbents

Hub International: Large North American insurance brokerage acquiring independent agencies. Provides an alternative path for agencies considering consolidation versus staying in SIAA's alliance, with overlapping carrier relationships and technology investments.
The IMA Financial Group: National insurance and wealth management firm operating through regional independent agencies. Comparable in serving mid-market commercial clients with multi-carrier distribution, though structured as owned agencies rather than a membership alliance.
Marsh McLennan Agency: National insurance brokerage platform owned by Marsh McLennan that acquires and operates regional independent agencies. Represents the consolidation pathway that competes with SIAA's alliance model by absorbing member agencies.
NFP (Aon): Insurance brokerage and advisory firm (acquired by Aon in 2024) serving middle-market clients through acquired independent agencies. Represents the large-brokerage alternative to SIAA's alliance model.

Emerging players

Simply Business: Digital insurance platform for small commercial insurance, partnered with SIAA's MarketFinder. Represents the emerging digital distribution model that both complements and potentially competes with traditional independent agency channels SIAA serves.

Others

IIABA (Big 'I'): National trade association for independent insurance agents and brokers. Not a direct competitor but represents the broader independent agent ecosystem SIAA serves; provides advocacy, education, and carrier market access programs that overlap with SIAA's offerings.

Direct peers

Assurex Global: Partnership-based alliance of independent insurance brokers and agents operating globally. Comparable to SIAA's alliance model connecting independent agencies with carrier access and shared resources, though Assurex Global serves mid-to-large commercial clients.
Smart Choice: Independent agent network and cluster group providing market access, technology, and support to member agencies. Directly competes with SIAA's Master Agency model for independent insurance agency membership and carrier distribution.
Broker Networks Inc. Insurance agency cluster group operating a network of independent agents with carrier access and shared services. Closely mirrors SIAA's regional Master Agency structure and member-agency value proposition.
Plexus Global: International alliance of independent insurance brokers (formerly Worldwide Broker Network). Operates a similar partner-network model providing shared carrier access, professional development, and operational support to member agencies competing with SIAA's U.S. alliance.

Market position

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

SIAA financial estimates

Financial estimate

Revenue estimate

Valuation estimate

SIAA leadership team

Management profile

Number of profiles

Profiles15 records

SIAA subsidiaries and ownership

Company hierarchy

Subsidiaries10 records

SIAA funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

SIAA M&A and investment

M&A and investment

M&A2 records

Investments

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

Frequently asked questions about SIAA

What does SIAA do?

Is SIAA a public or private company?

SIAA is a private company. It is classified as private equity controlled and is currently operating.

When was SIAA founded?

SIAA was founded in 1995. It employs 101 to 250 people.

Where is SIAA based?

SIAA is headquartered in Hampton, United States, in the North America region.

How does SIAA make money?

Two revenue lines are on record. Commission-based revenue is the primary driver. The others are profit-sharing and bonuses.

Who are SIAA's main competitors?

Broad incumbents on record are Hub International, The IMA Financial Group, Marsh McLennan Agency and NFP (Aon). Simply Business is listed as an emerging player. IIABA (Big 'I') is listed as an others. Direct peers are Assurex Global, Smart Choice, Broker Networks Inc. and Plexus Global.

Does SIAA have an API?

No public API is recorded for SIAA.

What industry is SIAA in?

SIAA's product category is Insurance Agency Alliance Services. Its primary akta.pro industry code is FSAEAMAB, Insurance Leads, Introducers & Referral Networks. Its NAICS code is 52421 and its SIC code is 6411.