Trusted Choice
Trusted Choice is a digital insurance marketplace connecting U.S. consumers with a nationwide network of 250,000+ independent insurance agents across 24,000+ agency locations, monetizing shopper-to-agent referrals for personal, business, and life insurance products.
- Company typePrivate
- Founded2001
- HeadquartersAlexandria, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Trusted Choice does
Trusted Choice is a digital insurance marketplace platform that connects insurance consumers with a nationwide network of independent insurance agents and agencies. Operating as TrustedChoice.com, the platform serves individuals seeking personal insurance (home, auto, umbrella, boat, life, health) and businesses seeking commercial coverage (construction, healthcare, hospitality, landlord, consulting), with a search-driven agency locator that matches consumers with local independent agents capable of comparing multiple carrier offerings. The company has expanded its digital footprint through InsuredBetter.com and is scheduled to rebrand to Momentum Edge on June 1, 2026, repositioning as a technology-driven growth platform emphasizing digital prospecting, data-driven matching, and workflow automation for independent agencies. The company serves three primary customer segments: personal insurance consumers, business insurance consumers, and the independent insurance agents themselves, who benefit from digital prospecting capabilities and expanded customer reach.
The platform is built on digital prospecting and data-driven matching infrastructure that routes insurance shoppers to a curated agent network of over 250,000 independent insurance agents across more than 24,000 agency locations in the United States. Proprietary features include a digital agency locator search functionality and a multi-carrier agent network access layer, allowing agents to compare coverage options from multiple insurance companies on behalf of consumers. The technology stack supports self-service consumer matching through a website-based funnel and is being repositioned under the Momentum Edge identity as workflow automation tooling for agencies. The platform carries no mobile app and no public API or SDK offering.
Trusted Choice generates revenue primarily through lead generation and referral fees, monetizing connections between insurance shoppers and independent agents in its network. The company operates exclusively in the United States and is privately held as Trusted Choice, Inc., having raised approximately $40.6 million across four disclosed funding rounds between 2011 and 2014 with no more recent rounds on record. Insurance shopper connections to agents grew 23% year-over-year prior to the rebrand announcement, suggesting positive commercial momentum. The company employs 51-100 people and is led by CEO Charles Bacciocco, with Robert A. Rusbuldt serving as Chairman of the Board of Managers and Eugene S. Cocke as an executive director.
Trusted Choice firmographics
Firmographics- Name
- Trusted Choice
- Legal name
- Trusted Choice, Inc.
- Website
- https://trustedchoice.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Trusted Choice is a digital insurance marketplace connecting U.S. consumers with a nationwide network of 250,000+ independent insurance agents across 24,000+ agency locations, monetizing shopper-to-agent referrals for personal, business, and life insurance products.
- Ownership category
- akta.pro rank
Trusted Choice industry classification
Industry- Product category
- Insurance Marketplace / Lead Generation Platform
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)
Keywords
Where Trusted Choice is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- United States
- HQ region
- North America
Markets served
Trusted Choice business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Lead Generation/Referral Fees: The company generates revenue by connecting insurance consumers with independent insurance agents through its digital platform and referring potential customers to agents in its network. Insurance shoppers connections to agents increased 23% year over year.
- Digital Entry Points: Revenue generated through expanded digital entry points including InsuredBetter.com to reach a broader audience of insurance consumers.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Trusted Choice product offering
Product offeringCore offering
Trusted Choice operates a digital insurance marketplace that connects insurance consumers with over 250,000 independent insurance agents across 24,000+ agency locations in the United States. The platform offers comparison and matching for Personal Insurance (home, auto, umbrella, boat), Business Insurance (construction, consulting, healthcare, hospitality, landlord), and Life & Health Insurance (life, health, disability, long-term care, employee benefits). Revenue is generated through lead-generation referral fees when consumers are connected to independent agents in the network.
Product overview
Trusted Choice is a digital insurance marketplace platform that connects insurance consumers with a network of over 24,000 independent insurance agency locations. The platform offers three main product categories: Business Insurance (covering Construction, Consulting, Healthcare & Social Services, Hospitality, Landlord, and 15+ other industries), Personal Insurance (Homeowners, Auto, Umbrella, Boat, and 15+ other types), and Life & Health Insurance (Life, Health, Disability, Long-term Care, and Employee Benefits). The company is rebranding to Momentum Edge (effective June 1, 2026), positioning itself as a technology-driven growth platform with expanded digital prospecting, data-driven matching, and workflow automation capabilities. The platform also operates InsuredBetter.com as an additional digital entry point.
Differentiator
Problem solved
Functional benefit
Brands
- InsuredBetter.com: Digital entry point platform expanded by TrustedChoice.com to reach a broader audience of insurance consumers.
Products and services
- Business Insurance
Quantifiable outcome
- Insurance shopper connections to agents increased 23% year over year
- +2 more outcomes
Companies that use Trusted Choice
Customer profileNamed customers28 records
Segments3 records
Ideal customer profiles3 records
Trusted Choice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Trusted Choice partnerships and signals
Strategic signalPartnerships
29 partnerships are on record, tiered minor and core.
- The Beacon Mutual Insurance GroupminorInsurance carrier partner featured in the Trusted Choice company partners section, providing insurance products distributed through the independent agent network.
- Bristol WestminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Community MutualminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Cooperative Insurance CompaniesminorInsurance carrier partner featured in the Trusted Choice company partners section.
- CSAA Insurance GroupminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Dryden Mutual Insurance CompanyminorInsurance carrier partner featured in the Trusted Choice company partners section.
- EMC Insurance CompaniesminorInsurance carrier partner featured in the Trusted Choice company partners section.
- EncovaminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Foremost, A Farmers Insurance CompanyminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Franklin Mutual InsuranceminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Frederick Mutual Insurance CompanyminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Frontline InsuranceminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Hartford Steam Boiler (HSB)minorInsurance carrier partner featured in the Trusted Choice company partners section.
- InsurBancminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Kingstone Insurance CompanyminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Liberty Mutual InsuranceminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Main Street America InsuranceminorInsurance carrier partner featured in the Trusted Choice company partners section.
- MMG InsuranceminorInsurance carrier partner featured in the Trusted Choice company partners section.
- The National Security GroupminorInsurance carrier partner featured in the Trusted Choice company partners section.
- National General, an Allstate CompanyminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Nationwide InsuranceminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Ohio Mutual Insurance GroupminorInsurance carrier partner featured in the Trusted Choice company partners section.
- ProgressiveminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Rain and Hail, a Chubb CompanyminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Selective Insurance Company of AmericaminorInsurance carrier partner featured in the Trusted Choice company partners section.
- TravelersminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Union Mutual of VermontminorInsurance carrier partner featured in the Trusted Choice company partners section.
- Western National InsuranceminorInsurance carrier partner featured in the Trusted Choice company partners section.
- InsuredBetter.comcoreAdditional digital entry point for insurance consumers. The company expanded digital entry points through this platform to reach a broader audience of insurance consumers as part of their technology-driven growth strategy.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Trusted Choice competitors and assessment
Company assessmentDirect peers
- Insurance.com (QuinStreet): Lead-generation site owned by QuinStreet that matches insurance shoppers with carriers and agents, a long-standing direct competitor in the insurance-shopper acquisition space.
- NetQuote (LendingTree): Consumer lead-generation and quote-comparison platform for insurance (and adjacent financial products) that competes with Trusted Choice for online insurance shoppers.
- The Zebra: Insurance comparison marketplace that helps consumers compare auto, home, and other policies and routes shoppers to carriers and agents, overlapping directly with Trusted Choice's comparison-and-referral proposition.
- EverQuote: Public (NASDAQ: EVER) online insurance marketplace that connects consumers with insurance agents and carriers via lead-generation and comparison tools, operating the most direct business-model analog to Trusted Choice.
- SmartFinancial: Insurance comparison platform offering multi-carrier quotes across auto, home, and other lines with agent-routing capabilities overlapping Trusted Choice's locator model.
- Insurify: AI-driven insurance comparison and binding platform for auto, home, life, and other personal lines, competing for the same insurance-shopper traffic and routing flows to carriers/agents.
Emerging players
- CoverWallet (Aon): Digital commercial-insurance brokerage and lead-gen platform, now part of Aon, competing for business-insurance shoppers in the same commercial lines Trusted Choice routes to agents.
- Jerry: AI-powered insurance comparison and switching app for auto and home insurance, pursuing a similar shopper-to-carrier matchmaking model with embedded automation.
- Bold Penguin: Commercial insurance marketplace that connects small-business shoppers with agents and carriers, directly overlapping Trusted Choice's business-insurance routing motion.
- Policygenius (Zinnia): Online insurance marketplace focused on life, disability, and other personal lines, now part of Zinnia, with comparison-to-bind capabilities comparable to parts of Trusted Choice's life & health offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Trusted Choice social profiles
Digital presenceTrusted Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trusted Choice leadership team
Management profileNumber of profiles
Profiles3 records
Trusted Choice funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trusted Choice 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 Trusted Choice
What does Trusted Choice do?
Trusted Choice operates a digital insurance marketplace that connects insurance consumers with over 250,000 independent insurance agents across 24,000+ agency locations in the United States. The platform offers comparison and matching for Personal Insurance (home, auto, umbrella, boat), Business Insurance (construction, consulting, healthcare, hospitality, landlord), and Life & Health Insurance (life, health, disability, long-term care, employee benefits). Revenue is generated through lead-generation referral fees when consumers are connected to independent agents in the network.
Is Trusted Choice a public or private company?
Trusted Choice is a private company. It is classified as venture growth investor backed and is currently operating.
When was Trusted Choice founded?
Trusted Choice was founded in 2001. It employs 51 to 100 people.
Where is Trusted Choice based?
Trusted Choice is headquartered in Alexandria, United States, in the North America region.
How does Trusted Choice make money?
Two revenue lines are on record. Lead Generation/Referral Fees are the primary driver. The others are digital Entry Points.
Who are Trusted Choice's main competitors?
Direct peers on record are Insurance.com (QuinStreet), NetQuote (LendingTree), The Zebra, EverQuote, SmartFinancial and Insurify. Emerging players are CoverWallet (Aon), Jerry, Bold Penguin and Policygenius (Zinnia).
Does Trusted Choice have an API?
No public API is recorded for Trusted Choice.
What industry is Trusted Choice in?
Trusted Choice's product category is Insurance Marketplace / Lead Generation Platform. Its primary akta.pro industry code is FSAEAMAM, Lead Generation, Comparison & Marketplace Platforms (Financial Products). Its NAICS code is 5242 and its SIC code is 6411.