Virtus

What Virtus does

Virtus is a private insurance brokerage and consulting firm founded in 2013 and headquartered in Overland Park, Kansas. The company serves mid-market and enterprise clients through six vertically specialized practices — Private Capital, Real Estate, Hospitality, Construction, Aviation, and Private Client — positioning itself as a strategic advisor rather than a transactional policy broker. In addition to its core brokerage operation, Virtus operates the Monarch by Virtus sub-brand as a digital-first platform serving small businesses and individual consumers with personal lines and small commercial coverage.

The company's product portfolio spans Property & Casualty, Employee Benefits, Risk Solutions, Personal/Home/Auto, and Programs & MGAs. Its technology backbone is built on the Salesforce ecosystem through a partnership with Benelinx (announced October 2022), a customized agency management system that delivers end-to-end employee benefits management with data visualization. This Salesforce migration is structured as a multi-phased rollout covering P&C, Benefits, Personal Insurance, and MGA platforms. Virtus does not list any proprietary AI/ML capabilities, patents, or API products in the available materials.

Virtus earns revenue primarily through commissions on insurance policies placed with carriers, structured as a percentage of premium and generating recurring renewal revenue alongside new placements. The Monarch sub-brand uses quote-based pricing with annual billing and a self-serve digital channel. Go-to-market is executed through dedicated vertical enterprise sales teams and a relationship-based direct sales motion, supplemented by the digital SMB platform. The company is founder-led (CEO Andrew Gray), with no disclosed outside institutional equity investors; growth has been funded through operations and strategic acquisitions, most notably the 2022 acquisition of Kemmons Wilson Insurance Group (KWIG), which added hospitality-sector heritage dating to 1952.

Name

Virtus

Legal name

Virtus LLC

Website

https://virtusinsurance.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Virtus is a private insurance brokerage and consulting firm serving mid-market and enterprise clients through vertical-specialized teams in Private Capital, Real Estate, Hospitality, Construction, Aviation, and Private Client, earning revenue via commissions on placed insurance policies.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Commercial insurance brokerage
• Employee benefits consulting
• Risk management services
• Specialty insurance programs
• Personal lines insurance

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Virtus operates as an insurance brokerage earning commissions from placing insurance policies with carriers. Revenue comes from both new policy placements and renewal commissions. The company serves as an intermediary between clients and insurance carriers, earning compensation typically structured as a percentage of premium.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Virtus is an insurance brokerage and consulting firm that places commercial and personal insurance policies with carriers, earning commissions on premiums. It operates specialized vertical teams across Property & Casualty, Employee Benefits, Risk Solutions, Personal Lines, and Programs/MGAs, with deep expertise in Private Capital, Real Estate, Hospitality, Construction, Aviation, and Private Client segments. The Monarch by Virtus sub-brand provides a self-serve platform for small businesses and individuals.

Product overview

Virtus is an insurance brokerage and consulting firm offering a comprehensive portfolio of insurance products and risk management services. The company's core offerings include Property & Casualty Insurance, Employee Benefits, Risk Solutions, Personal/Home/Auto coverage, Programs & MGAs, and Small Business Insurance. The subsidiary brand Monarch by Virtus provides a specialty platform for small businesses and individuals seeking streamlined insurance coverage with expert guidance for growth.

Differentiator

Problem solved

Functional benefit

Brands

• Monarch by Virtus: A specialty platform designed to streamline insurance coverage and comprehensive solutions for small businesses and individuals.

Products and services

• Property & Casualty Insurance

Quantifiable outcome

• 70% revenue growth since inception
• +2 more outcomes

Named customers2 records

Segments7 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

Four partnerships are on record, tiered minor and core.

• Amethyst PlaceminorOthers · 23 October 2025Kansas City nonprofit that provides housing and support to families rebuilding their lives. Virtus presented a $20,000 donation during Virtus Days 2025 Open House event. Charitable partnership focused on community support.
• St. Jude Children's Research HospitalminorOthers · 23 August 2023Virtus partnered with St. Jude Children's Research Hospital for a fundraising event during the September 2023 Open House. Set a fundraising goal of $15,000 with individual tickets at $10 each going directly to St. Jude. Focus on Childhood Cancer Awareness Month.
• BenelinxcoreTechnology or Integration · 4 October 2022Virtus partnered with Benelinx to deliver an industry-leading digital insurance platform built on Salesforce ecosystem to support its employee benefits service offering. Benelinx is a fully integrated, end-to-end solution for delivery and management of employee benefits insurance. The deployment is part of a multi-phased project to move Virtus to Salesforce ecosystem across P&C, Benefits, Personal Insurance and MGA platforms. Benelinx provides customized agency management system with unmatched data access and visualization capabilities.
• Kemmons Wilson Insurance Group (KWIG)coreStrategic or Co-development Partner · 1 January 2022Virtus acquired Kemmons Wilson Insurance Group in 2022, uniting strengths while building on Kemmons Wilson's legacy (founded 1952 by Holiday Inn Hotels founder). KWIG was originally founded to insure hotels and hospitality enterprises affiliated with the Kemmons Wilson family. The acquisition brought world-class hospitality insurance expertise and deep heritage in the hospitality sector.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Acrisure: Tech-enabled, PE-backed insurance brokerage that has scaled rapidly via acquisitions. Comparable in vertical specialization, technology investment, and aggressive growth ambitions in commercial and specialty lines.
• Lockton: Largest independent (privately held) insurance brokerage in the US. Directly comparable as a founder-led, owner-operated specialty broker with strong real estate, hospitality, and construction practices competing for similar accounts.
• IMA Financial Group: Employee-owned insurance brokerage serving middle-market commercial and personal lines. Comparable as a privately held, founder-influenced brokerage competing in similar US middle-market segments.
• Hub International: North American insurance brokerage built via aggressive PE-backed roll-up of middle-market brokerages. Highly comparable growth model, vertical specialization, and M&A-driven scaling that Virtus pursues organically.
• Hilb Group: Middle-market insurance brokerage built through acquisitions with regional and vertical specialization. Comparable in size, customer focus on middle-market and specialty commercial accounts, and acquisition-led growth strategy.
• Brown & Riding: Specialty insurance brokerage focused on niche and hard-to-place commercial risks. Comparable as a specialty, expertise-driven brokerage that prioritizes technical placement over transactional volume.
• USI Insurance Services: Large middle-market US insurance brokerage with strong employee benefits and property & casualty practices. Closely comparable customer base (mid-market and enterprise) and product mix to Virtus.
• RPS Insurance Brokerage (a Risk Placement Services company): Specialty insurance wholesale and retail brokerage with strong MGA and program business. Comparable specialty focus and MGA offering, which is also a stated product category for Virtus.

Broad incumbents

• Marsh McLennan: Global insurance brokerage and risk advisory powerhouse. Comparable as the dominant incumbent in commercial insurance brokerage; competes for the same enterprise and specialty accounts that Virtus targets in real estate, hospitality, and private equity.
• Aon: Global insurance and reinsurance brokerage with deep commercial P&C, employee benefits, and risk consulting practices. Competes with Virtus across mid-market and enterprise commercial accounts and benefits engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/virtus_llc
• Facebookfacebook.com/VirtusInsLLC
• LinkedInlinkedin.com/company/virtus

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

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 Virtus