SAN Group, Inc.
SAN Group, Inc. is a privately held insurance alliance founded in 1983 that serves 500+ independent insurance agencies across eight Northeastern U.S. states, providing membership access, profit sharing, training, and technology partnerships through SIAA.
- Company typePrivate
- Founded1983
- HeadquartersHampton, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What SAN Group, Inc. does
SAN Group, Inc. is a privately held insurance alliance founded in 1983 and headquartered in Hampton, New Hampshire. It operates as an "Insurance Integrator" — distinguishing itself from franchises, aggregators, or networks — serving 500+ independent insurance agencies across eight Northeastern states (Maine, New Hampshire, Vermont, Massachusetts, Connecticut, Rhode Island, New York, and Pennsylvania). Members collectively write more than $2 billion in premiums, and SAN distributed $20.3M in additional compensation to members in 2024.
The core product is membership in the SAN alliance, layered with programs such as the Agency FOUNDATION program for startups, the AccessPlus placement facility for E&S lines, an Annual Business Meeting & Conference, regional Principals Meetings, and Agency Growth Coaches (in-person field mentors). The underlying technology stack is not a SAN-built platform in its own right; instead, SAN aggregates third-party agency management systems (Applied Systems, Vertafore, HawkSoft, EZLynx), CRM/automation tools (Canopy Connect, Agency Revolution), and analytics (Aureus Analytics). The 2026 launch of SIAA NXT — the parent SIAA's Intelligent Distribution Platform, which uses data, business intelligence, and AI to help agents scale — is positioned as the future-facing technology layer across all SIAA master agencies including SAN.
SAN's revenue model combines subscription-style membership fees paid by agencies with transaction-based carrier commissions, bonuses, and overrides negotiated through SIAA's collective bargaining with national carriers such as Progressive, Travelers, Liberty Mutual, The Hartford, Nationwide, CNA, and others. Members receive five layers of compensation (SIAA National Bonuses, regional bonuses, PMSF bonuses, profit sharing, and top-tier commissions) with no minimum premium thresholds. The go-to-market is a hybrid of field sales (Regional VPs, Agency Growth Coaches operating across all eight states), event-driven recruitment (Annual Business Meeting at Mohegan Sun, regional Principals Meetings), and community-led referral (existing member testimonials, peer networking). SAN is one of 49 master agencies that, together, form SIAA — the largest U.S. alliance of independent insurance agencies, with SIAA-wide membership exceeding 5,200 agencies and $17B in total premium.
SAN Group, Inc. firmographics
Firmographics- Name
- SAN Group, Inc.
- Legal name
- SAN Group, Inc.
- Website
- https://sangroup.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SAN Group, Inc. is a privately held insurance alliance founded in 1983 that serves 500+ independent insurance agencies across eight Northeastern U.S. states, providing membership access, profit sharing, training, and technology partnerships through SIAA.
- Ownership category
- akta.pro rank
Where SAN Group, Inc. is headquartered
LocationHeadquarters
- HQ city
- Hampton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SAN Group, Inc. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Membership Fees: SAN generates revenue through membership fees paid by independent insurance agencies. Members pay initial and monthly fees in exchange for access to carriers, training, marketing support, technology partnerships, and other benefits. Fee structures are flexible with multiple term length options (1-5, 10, 15 years).
- Carrier Commissions and Overrides: SAN negotiates and receives commissions, bonuses, and overrides from insurance carriers. Members benefit from excess compensation arrangements, premium financing, and excess and surplus lines overrides. SAN receives profit sharing and contingency bonuses from strategic partner carriers.
- Additional Compensation to Members: SAN distributes additional compensation including profit sharing and excess compensation to member agencies. In 2024, $20.3M was distributed to members in additional compensation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Startup/New Agencies |
| Subscription | Monthly | Existing Agencies |
| Hybrid | Annual | Five Layers of Compensation |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
SAN Group, Inc. product offering
Product offeringCore offering
SAN Group provides membership in a regional alliance of independent insurance agencies, delivering carrier access, profit sharing, training, technology partnerships, and field-based consulting to help agencies grow while remaining independent. As an "Insurance Integrator," SAN offers five layers of compensation with no premium thresholds, the Agency FOUNDATION program for startups, AccessPlus placement facility, and dedicated Agency Growth Coaches across eight Northeast states.
Product overview
SAN Group, Inc. operates as an Insurance Integrator alliance of independent insurance agencies, not a traditional software product company. The core offering is membership in the SAN alliance, which provides five layers of income (commissions, bonuses, overrides, profit sharing) and access to carriers, training, and technology partnerships. Key products include the Agency FOUNDATION Program for startups, AccessPlus for E&S market placement, Agency Growth Coaches for field support, Training & Learning Center with Business Insurance Advantage and Foundations courses, and technology partnerships with agencies management systems. SIAA NXT represents the intelligent distribution platform using data, business intelligence and AI. The network spans 500+ member agencies across eight Northeast states writing $2B in premiums.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- $22.5K average earned by members through profit sharing and overrides
- +5 more outcomes
Companies that use SAN Group, Inc.
Customer profileNamed customers17 records
Segments4 records
Ideal customer profiles3 records
SAN Group, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
AI capability1 record
Feature4 records
SAN Group, Inc. partnerships and signals
Strategic signalPartnerships
27 partnerships are on record, tiered core and minor.
- ProgressivecoreSIAA announced a new strategic partnership with Progressive to expand SIAA member agencies' access to both personal and commercial lines options. This partnership aligns Progressive's market-leading products with SIAA's expansive network, demonstrating commitment to the independent agency channel.
- SIAA (Satellite Agency Network Alliance)coreSIAA is the national insurance alliance of which SAN Group is the founding master agency. SAN is one of forty-nine SIAA regional master agencies. SIAA provides tools and resources for its Master Agencies and members including company access, training, marketing support, technology partnerships, and perpetuation planning. SIAA represents over 5,200 members writing over $17 billion in total premium.
- Narragansett BayminorNational carrier partner listed on SAN's website.
- SelectiveminorNational carrier partner listed on SAN's website.
- State AutominorNational carrier partner listed on SAN's website.
- CoterieminorNational carrier partner listed on SAN's website.
- American ModernminorNational carrier partner listed on SAN's website.
- HeritageminorNational carrier partner listed on SAN's website.
- LIOminorNational carrier partner listed on SAN's website.
- EMPLOYERSminorNational carrier partner listed on SAN's website.
- JencapminorNational carrier partner listed on SAN's website.
- CNAminorNational carrier partner listed on SAN's website.
- RT SpecialtyminorNational carrier partner listed on SAN's website.
- AttuneminorNational carrier partner listed on SAN's website.
- GrangeminorNational carrier partner providing insurance offerings through SAN membership.
- Utica FirstminorNational carrier partner providing insurance offerings through SAN membership.
- Main Street AmericaminorNational carrier partner providing insurance offerings through SAN membership.
- Burns & WilcoxminorNational carrier partner providing insurance offerings through SAN membership.
- The HartfordminorNational carrier partner providing insurance offerings through SAN membership.
- Simply BusinessminorNational carrier partner providing insurance offerings through SAN membership.
- ProgressivecoreNational carrier partner providing insurance offerings through SAN membership. New strategic partnership announced with SIAA in January 2026.
- NationwideminorNational carrier partner providing insurance offerings through SAN membership.
- TravelersminorNational carrier partner providing insurance offerings through SAN membership.
- Liberty Mutual InsuranceminorNational carrier partner providing insurance offerings through SAN membership.
- ForemostminorNational carrier partner providing insurance offerings through SAN membership.
- EncompassminorNational carrier partner providing insurance offerings through SAN membership.
- Berkley AspireminorNational carrier partner providing insurance offerings through SAN membership.
Scale indicators11 records
Recent moves8 records
Expansion highlights5 records
SAN Group, Inc. competitors and assessment
Company assessmentDirect peers
- SIAA (Strategic Insurance Agency Alliance): The national parent alliance of which SAN Group is the founding master agency. SIAA represents 5,200+ independent agencies writing $17B+ in premiums and provides the core carrier access, training, and platform resources that SAN delivers regionally. The two organizations operate as a unified distribution system.
- Assurex Global: An alliance of large independent commercial insurance brokers and agents globally. Comparable to SAN in its alliance-of-independents structure and carrier leverage model, though Assurex targets larger commercial accounts and an international footprint.
- ISU Insurance Services: A national alliance of independent insurance agencies operating a similar integrator/cluster model. Competes directly with SAN/SIAA for member agencies, carrier relationships, and profit-sharing economics across overlapping U.S. territories.
- Keystone Insurers Group: A multi-state alliance of independent insurance agencies built on a similar aggregator/integrator philosophy, sharing carriers, technology partnerships, and profit-sharing economics. Closest direct peer to SAN in business model, member value proposition, and target customer.
Others
- Burns & Wilcox: A specialty insurance wholesaler and one of SAN's listed E&S market partners. Burns & Wilcox provides excess and surplus lines placement access to SAN members and operates as a complementary distribution partner rather than a direct competitor.
Emerging players
- Highstreet Insurance Partners: A rapidly growing PE-backed insurance agency aggregator acquiring independent agencies across the U.S. Competes with SAN for the same pool of independent agency owners, but offers equity-rollover and acquisition economics rather than membership-only affiliation.
- IMA Financial Group: An independent insurance and wealth management firm operating across the U.S. with deep Rocky Mountain and Midwest roots, increasingly expanding into Northeast markets. Competes with SAN for mid-market independent agency affiliations and talent.
- World Insurance Associates: A PE-backed insurance brokerage aggregator acquiring independent agencies in the Northeast and nationally. Overlaps directly with SAN's geographic territory and competes for the same mid-market independent agencies.
- Alera Group: A national insurance, wealth management, and HR services firm built through acquisitions of independent agencies. Comparable to SAN in serving independent agency owners seeking scale benefits, though delivered via acquisition/equity rather than membership.
Broad incumbents
- Hub International: One of the largest North American insurance brokerage firms, offering commercial, personal, and employee benefits products across all 50 states. Represents a broad incumbent alternative to SAN's alliance model for independent agency owners considering exit or affiliation options.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
SAN Group, Inc. social profiles
Digital presenceSAN Group, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
SAN Group, Inc. leadership team
Management profileNumber of profiles
Profiles11 records
SAN Group, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SAN Group, Inc. 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 SAN Group, Inc.
What does SAN Group, Inc. do?
SAN Group provides membership in a regional alliance of independent insurance agencies, delivering carrier access, profit sharing, training, technology partnerships, and field-based consulting to help agencies grow while remaining independent. As an "Insurance Integrator," SAN offers five layers of compensation with no premium thresholds, the Agency FOUNDATION program for startups, AccessPlus placement facility, and dedicated Agency Growth Coaches across eight Northeast states.
Is SAN Group, Inc. a public or private company?
SAN Group, Inc. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SAN Group, Inc. founded?
SAN Group, Inc. was founded in 1983. It employs 11 to 50 people.
Where is SAN Group, Inc. based?
SAN Group, Inc. is headquartered in Hampton, United States, in the North America region.
How does SAN Group, Inc. make money?
Three revenue lines are on record. Membership Fees are the primary driver. The others are carrier Commissions and Overrides and additional Compensation to Members.
Who are SAN Group, Inc.'s main competitors?
Direct peers on record are SIAA (Strategic Insurance Agency Alliance), Assurex Global, ISU Insurance Services and Keystone Insurers Group. Burns & Wilcox is listed as an others. Emerging players are Highstreet Insurance Partners, IMA Financial Group, World Insurance Associates and Alera Group. Hub International is listed as a broad incumbent.
Does SAN Group, Inc. have an API?
No public API is recorded for SAN Group, Inc..