What Lava Automation does

Lava Automation is a private, bootstrapped B2B services company founded in 2019 and headquartered in Beaverton, Oregon. It designs and delivers an integrated offering combining pre-trained virtual assistants, custom workflow automation, and managed IT/security services, with insurance agencies as its primary vertical. The company reports serving more than 300 insurance agencies with approximately $3 billion in annual premium running through its systems.

The core technology layer is workflow automation built inside each client's existing CRM and agency management system, using Zapier for integrations, HubSpot for CRM and meeting routing, and Hubstaff for VA activity monitoring. Proprietary methodologies such as the $50 Million Blueprint and Customer Journey Blueprint structure the 12-week onboarding and automation rollout. VAs are recruited from 4,000+ monthly applicants (fewer than 50 advance), trained on CRM, automation, and insurance-specific workflows through a 12-week phased program, and staffed from a centralized Philippines office on company-provided equipment. The platform is wrapped in an enterprise-grade security framework that is SOC 2 Type 1 certified with Type 2 in progress.

Commercially, Lava generates revenue through monthly managed VA subscriptions, sprint-based automation implementation engagements, and bundled MSP services. Pricing is quote-based and not publicly disclosed. Distribution is direct and inside-sales-led through a US-based sales team (Sales Director, Assignment Strategist) with a book-a-demo funnel and 30-minute discovery calls. The Learning Center (216+ assets) and active content marketing function as the primary top-of-funnel demand engine. Lava also serves adjacent segments including small/service-based businesses and accounting/niche specialty firms, though insurance agencies remain the primary revenue base.

Name

Lava Automation

Legal name

LAVA Automation

Website

https://lavaautomation.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Lava Automation provides trained virtual assistants, workflow automation, and managed IT/security services primarily to US independent insurance agencies, operating a monthly managed services model supported by a Philippine-based VA talent pool and SOC 2 certified security stack.

Ownership category

akta.pro rank

Product category

Insurance Agency Automation Services

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Business Support Services (5614), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Workflow Automation & No-Code Collaboration (BPAMAMAK)

akta.pro secondary industries

Workplace Automation & Self-Service (RPA for IT, Chatbots, Virtual Agents) (BPAEAIAI), Robotic Process Automation (RPA) & Hyperautomation Platforms (HDAEAKAF), Managed Workplace Services (DaaS/Workplace-as-a-Service) (BPAEAIAA)

Keywords

• Virtual assistant services
• Workflow automation
• Insurance agency staffing
• Managed IT services
• Business process automation

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Managed Virtual Assistant Services: Ongoing placement and management of pre-trained, screened virtual assistants inside client operations. VAs are assigned to handle CRM updates, inbox management, reporting, administrative work, remarketing, policy servicing, and cross-departmental tasks. Services are delivered as a monthly managed package with structured onboarding and ongoing coaching. Agencies can start with one VA and scale to multiple VAs across departments.
2. Automation Services & Workflow Implementation: Custom workflow design and automation implementation inside existing client systems. Workflows route leads, trigger follow-ups, assign tasks, sync data across platforms, and manage renewal/remarketing sequences. Delivered as a structured sprint-based engagement with a defined timeline (weeks 1–12), followed by monthly auditing and optimization.
3. IT & Security Managed Services: Full-suite enterprise-grade IT and cybersecurity tools, including endpoint protection, identity and access controls, backup and recovery, phishing defense, and 24×5 user support, fully deployed and managed by Lava. Offered as an integrated component of the service bundle.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Lava Automation provides trained virtual assistants, custom workflow automation, and managed IT/security services primarily to insurance agencies, as well as accounting firms and other service-based small businesses. The company embeds human virtual assistants within clients' existing agency management systems (AMS), CRM, and operational tools to handle repeatable back-office and front-office work, and complements staffing with bespoke automation built on platforms such as Zapier and HubSpot. It also operates a managed service provider (MSP) practice delivering IT support, cybersecurity, and compliance enablement.

Product overview

Lava Automation offers an integrated platform combining virtual assistant staffing, workflow automation, and managed IT services specifically designed for insurance agencies and small businesses. The core offering consists of three main services: Virtual Assistant Service (staffed support selected from rigorous applicant screening), Automation Service (custom workflow automation built into existing systems), and MSP (fully managed IT and cybersecurity). Security Services serve as an add-on providing enterprise-grade protection. The $50 Million Agency Blueprint provides the implementation methodology, while the Learning Center offers educational resources. These components work together to automate repetitive tasks, reduce administrative burden, and allow licensed staff to focus on revenue-generating activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Virtual Assistant Service A dedicated, US-aligned virtual assistant trained on the client's agency management system, CRM, and operational workflows to handle repeatable administrative, sales, service, and back-office tasks. Targeted at insurance agency owners who need operational capacity without adding in-house headcount.
• Automation Service Custom workflow automation design and implementation using tools such as Zapier and HubSpot, focused on connecting insurance and small business systems to eliminate manual handoffs. Delivered as scoped sprints that document, build, and hand off automated workflows.
• Insurance Virtual Assistant Program A specialized virtual assistant program for insurance agencies that pairs dedicated VAs with the proprietary $50 Million Agency Blueprint methodology to onboard, retain, and grow books of business. Used by agencies managing carrier appointments, AMS workflows, lead pipelines, and policyholder servicing.
• Managed Service Provider (MSP) Managed IT, cybersecurity, and compliance services for small businesses and insurance agencies, including SOC 2-aligned controls, ongoing monitoring, helpdesk support, and infrastructure management.
• Security Services Add-on cybersecurity offering bundled with the MSP practice, providing layered protection, security tooling, and monitoring for clients handling sensitive insurance and customer data.

Quantifiable outcome

• Premium growth from $8M to $46M at Trailstone Insurance Group
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability4 records

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Zapier: Zapier is the incumbent no-code workflow automation platform that Lava uses to wire integrations across client systems. It is a broader incumbent — a general-purpose platform rather than a verticalized automation + VA service like Lava.
• ConnectWise: ConnectWise is a large incumbent MSP platform providing RMM, PSA, and cybersecurity tooling to managed service providers. Comparable to Lava's MSP offering, but a broad incumbent across many MSPs rather than a verticalized insurance-focused provider.
• UiPath: UiPath is a leading enterprise RPA/hyperautomation platform. Comparable in the automation category but operates at a much larger, broader scale than Lava's vertical SMB automation services.
• HubSpot: HubSpot is the CRM/marketing automation platform recommended by Lava for agencies above $3M in revenue and used internally for sales. It is a broad incumbent in the workflow/CRM space, not a staffing peer.

Direct peers

• Time Etc: Time Etc provides US/UK-based virtual assistants to entrepreneurs and SMBs with an annual subscription model. Directly comparable to Lava's VA subscription offering, though it lacks insurance vertical focus and in-platform automation.
• Wishup: Wishup is an India-based VA staffing service targeting founders, executives, and SMBs with pre-trained virtual assistants. It is a direct peer to Lava's VA delivery model, but without insurance vertical specialization or bundled automation/IT.
• Wing Assistant: Wing is a virtual assistant staffing company that places trained VAs into SMB and executive workflows. It overlaps with Lava on the core managed VA delivery model, although Lava differentiates with vertical specialization in insurance agencies plus workflow automation.
• Equivity: Equivity offers US-based virtual assistant staffing packages to executives, real estate agents, and SMBs. Comparable managed VA model to Lava, with overlapping SMB segments but no insurance vertical emphasis.
• BELAY: BELAY provides US-based virtual assistants, bookkeepers, and social media managers to SMBs and executives. Like Lava, it sells managed VA staffing on monthly subscriptions but does not bundle workflow automation or MSP services.
• Smith.ai: Smith.ai combines virtual assistants with AI for call answering, lead qualification, and receptionist services for SMBs and professional services firms. Comparable to Lava's hybrid human + automation model serving service businesses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lavaautomation3
• LinkedInlinkedin.com/company/lava-automation
• Instagraminstagram.com/lavaautomation3

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Lava Automation