Virtus
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.
- Company typePrivate
- Founded2013
- HeadquartersOverland Park, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
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.
Virtus firmographics
Firmographics- 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
Virtus industry classification
Industry- 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
Where Virtus is headquartered
LocationHeadquarters
- HQ city
- Overland Park
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Virtus business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Personal, Home & Auto Quote - Monarch by Virtus |
| Other | Annual | Small Business Quote - Monarch by Virtus |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Virtus product offering
Product offeringCore 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
Companies that use Virtus
Customer profileNamed customers2 records
Segments7 records
Ideal customer profiles3 records
Virtus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
Virtus partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Amethyst PlaceminorKansas 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 HospitalminorVirtus 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.
- BenelinxcoreVirtus 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)coreVirtus 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
Virtus competitors and assessment
Company assessmentDirect 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
Virtus social profiles
Digital presenceVirtus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Virtus leadership team
Management profileNumber of profiles
Profiles15 records
Virtus subsidiaries and ownership
Company hierarchySubsidiaries1 record
Virtus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Virtus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Virtus
What does Virtus do?
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.
Is Virtus a public or private company?
Virtus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Virtus founded?
Virtus was founded in 2013. It employs 101 to 250 people.
Where is Virtus based?
Virtus is headquartered in Overland Park, United States, in the North America region.
How does Virtus make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are Virtus's main competitors?
Direct peers on record are Acrisure, Lockton, IMA Financial Group, Hub International, Hilb Group, Brown & Riding, USI Insurance Services and RPS Insurance Brokerage (a Risk Placement Services company). Broad incumbents are Marsh McLennan and Aon.
Does Virtus have an API?
No public API is recorded for Virtus.
What industry is Virtus in?
Virtus's product category is Insurance Brokerage. Its primary akta.pro industry code is FSAEADAJ, Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines). Its NAICS code is 5242 and its SIC code is 6411.