The Norton Agency

What The Norton Agency does

The Norton Agency (d/b/a Norton Insurance) is a privately held, family-owned independent insurance agency founded in 1928 and headquartered at 434 Green Street NE, Gainesville, Georgia. The firm operates in the personal, commercial, and life & health insurance segments, serving individuals, families, small businesses, and real estate investors across Atlanta, Northeast Georgia, and the broader Southeastern United States. It maintains 101-250 employees and is led by Bob Norton (Executive Chairman) and Jason Griffith (Partner/CEO), with a formal leadership transition underway from founder-family to operating partner leadership.

The agency distributes insurance products through a traditional independent agency model, employing professional agents who shop and compare policies across a portfolio of 35+ national and regional insurance carriers, including Chubb, Travelers, Hartford, Nationwide, Progressive, Allstate, and Berkshire Hathaway Specialty Insurance. Core technology consists of a standard agency management platform with carrier connectivity for multi-carrier quote comparison and policy management, augmented by a customer-facing website (nortoninsurance.com) supporting quote requests, a Pay My Bill portal (Applied Pay), and active social media profiles. Sub-brands include realprotect (a dedicated program for real estate investors with portfolios of 5+ properties) and the Norton Insurance Benefits Division (group health, dental, vision, and voluntary employee benefits). In 2024, the agency joined Legacy Risk Solutions, LLC, a Southeast-focused alliance of independent insurance agencies, to expand its carrier resources and geographic reach.

Revenue is generated primarily through standard insurance carrier commissions on placed policies, supplemented by direct billing administration services via the Applied Pay portal. Pricing is quote-based and determined by individual risk assessment, coverage needs, and carrier underwriting. The firm's value proposition rests on nearly a century of family ownership, Trusted Choice Agency designation, breadth of carrier representation, claims advocacy, and personalized local service. End-customer base is distributed across SMB and consumer segments, with no anchor enterprise accounts disclosed, yielding a long-tail, relationship-driven book.

Name

The Norton Agency

Legal name

Norton Insurance

Website

https://nortoninsurance.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

101–250 employees

Short description

The Norton Agency is a family-owned independent insurance agency founded in 1928 in Gainesville, Georgia, offering personal, commercial, and life & health insurance across the Southeastern U.S. by shopping 35+ carrier partners on behalf of individual and small business clients.

Ownership category

akta.pro rank

Product category

Independent Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

akta.pro secondary industry

Real Estate / Lessors Risk BOP (FSAJAFAI)

Keywords

• Independent insurance agency
• Personal insurance coverage
• Commercial insurance brokerage
• Life health insurance
• Multi-carrier insurance

Headquarters

HQ city

Gainesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: Standard independent insurance agency commission model where the agency earns commissions from insurance carriers for policies placed. Commissions are typically a percentage of premium paid by policyholders.
2. Agency Billing Services: Option for customers to pay premiums directly to Norton Insurance (Agency Billing), with the agency managing invoicing and payment collection on behalf of carriers.
3. Direct Billing Administration: Payment portal services (Applied Pay) allowing customers to pay premiums directly to insurance providers, with the agency facilitating the transaction flow.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

The Norton Agency is a family-owned independent insurance agency that shops and compares insurance products across a network of 35+ nationally known carriers (including Chubb, Travelers, Hartford, Nationwide, and Progressive) to place personal, commercial, and life & health coverage for clients. The agency earns commissions from carriers for policies placed and offers agency billing, direct billing administration, and claims advocacy services. Operating since 1928, the agency serves Atlanta, Northeast Georgia, and the Southeastern United States with personalized local service backed by the Legacy Risk Solutions alliance network.

Product overview

The Norton Agency is an independent insurance agency offering a comprehensive portfolio of personal, business, and life & health insurance products. The agency operates as a single unified service model, shopping and comparing coverage across a network of nationally known insurance carriers on behalf of clients. Personal insurance offerings include Auto, Homeowners, Condo, Flood, Mobile Home, Rental Dwelling, Renters, and Umbrella coverage. Business insurance encompasses Business Auto, Business Property, Cyber, Directors & Officers Liability, Employment Practices Liability, General Liability, Inland Marine, Professional Liability, Real Estate Investment Properties (via the realprotect program), Umbrella and Excess Liability, and Workers Compensation. Life & Health insurance includes Dental & Vision, Employee Group Benefits, Individual or Family Medical, and Long-Term Care. As a Trusted Choice Agency and member of Legacy Risk Solutions, the agency leverages collective buying power while maintaining personalized local service.

Differentiator

Problem solved

Functional benefit

Brands

• realprotect: A division of Norton Agency Insurance designed specifically for real estate investors with portfolios of 5 or more properties.
• Norton Insurance Benefits Division

Products and services

• Auto Insurance Vehicle insurance coverage providing protection while on the road, covering liability and physical damage for personal auto policyholders.
• Homeowners Insurance Coverage protecting residential properties including dwelling, personal property, and liability for policies covering all types and sizes of homes including vacation homes and investment properties.
• Condo Insurance Insurance for condominium unit owners covering personal property and liability within the individual unit.
• Flood Insurance Coverage for flood damage, which is specifically excluded from standard homeowner policies.
• Mobile Home Insurance Protection for mobile or manufactured homes, belongings, and families similar to homeowners policies.
• Rental Dwelling Insurance Landlord insurance protecting rental properties from damages and loss of income.
• Renters Insurance Coverage for renters' personal property and liability protection for bodily injury or property damage to others.
• Personal Umbrella Insurance Extra liability insurance providing additional coverage beyond auto and homeowners policies.
• Business Auto Insurance Coverage protecting businesses from liability associated with operating automobiles including owned, non-owned, and hired vehicles.
• Business Property Insurance Coverage for buildings or business property including office equipment, computers, inventory, and tools against fire, vandalism, theft, and smoke damage.
• Cyber Insurance Coverage for business liability related to data breaches involving sensitive customer information such as credit card numbers, Social Security numbers, and health records.
• Directors & Officers Liability Insurance Professional liability insurance covering claims from negligent acts, errors, or omissions by present or former directors and officers.
• Employment Practices Liability Insurance Protection against lawsuits by employees alleging wrongful termination, discrimination, harassment, or other employment-related exposures.
• General Liability Insurance Coverage protecting businesses from claims arising from alleged bodily injury, personal injury, or property damage liability including services rendered or products sold.
• Inland Marine Insurance Coverage for products, materials, and equipment that are mobile or transportable in nature, insuring property regardless of location.
• Professional Liability Insurance Coverage against claims arising from negligent acts, errors, or omissions in rendering professional services.
• Real Estate Investment Properties Insurance (realprotect) A division called realprotect designed for portfolios of 5 or more properties, helping real estate investors reduce insurance costs and manage risk.
• Umbrella and Excess Liability Insurance Policy providing protection against catastrophic liability claims, acting as excess over primary liability policies.
• Workers Compensation Insurance Coverage required by state law for accidents or disease arising from employment, including lost wages, medical expenses, and disability payments.
• Dental & Vision Insurance Coverage helping families maintain oral health and protect eyesight and health for every family member.
• Employee Group Benefits Group medical, dental, and vision insurance offerings, plus voluntary benefits including life, disability, long-term care, cancer, sickness, and accident insurance for employers.
• Individual or Family Medical Insurance Major medical insurance protecting from serious illness and accident expenses, available as indemnity, PPO, and HMO plans including short-term medical coverage.
• Long-Term Care Insurance Coverage for long-term services and support including personal and custodial care in various settings such as home, community organizations, or facilities.

Quantifiable outcome

• Potential to improve current coverage and find lower premiums through multi-carrier comparison

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Legacy Risk Solutions, LLCcoreChannel Partner/ Reseller/ DistributorLegacy Risk Solutions is an established, independent insurance agency network that empowers local agency partners with additional resources and a platform to offer more robust services to clients. The agency alliance model allows Norton Agency to access additional resources while maintaining personal touch with local agents. Norton Insurance is a member of this network of Independent Insurance Agencies throughout the Southeast.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Acrisure: Among the largest global insurance brokerages, built on rapid acquisition of independent agencies. Represents the dominant PE-backed competitor model in the US independent agency space.
• AssuredPartners: One of the largest US insurance brokerages, acquiring independent agencies nationally. Represents the PE-backed consolidator model that competes with stand-alone independents like Norton for talent and clients.
• Brown & Brown, Inc. Large national insurance brokerage providing commercial, personal, and benefits products. Publicly traded consolidator that competes with independent agencies across the Southeast and beyond.

Direct peers

• Burns & Wilcox: Specialty insurance wholesale broker and underwriting manager. Functions in the same multi-carrier distribution channel that supports Norton's commercial lines, with comparable product breadth.
• Heffernan Insurance Brokers: Mid-sized independent insurance brokerage providing personal, business, and employee benefits. Operates with a similar multi-carrier comparison model and similar employee scale, making it a strong direct comparable.
• IMA Financial Group: Independent insurance agency offering commercial, personal, and benefits products across multiple regions. Comparable multi-line independent agency with similar carrier partnership and service model.
• Higginbotham Insurance Agency: Large Texas-based independent insurance agency offering commercial, personal, and employee benefits across multiple states. Closely comparable multi-line independent agency model with multi-carrier access and similar mid-market focus.
• Woodruff-Sawyer & Co. Independent insurance brokerage serving mid-market businesses and individuals. Comparable independent agency model with carrier partnerships and similar product breadth.
• RPS (Risk Placement Services): Large independent insurance wholesale broker and specialty lines distributor. Operates in the same multi-carrier placement ecosystem that Norton accesses for complex commercial risks, though at the wholesale level.

Emerging players

• Lemonade Inc. Insurtech offering direct-to-consumer insurance via a mobile app. Represents the emerging digital-first channel that competes with traditional agencies like Norton in personal lines, particularly among younger consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/NortonAgencyIns
• Facebookfacebook.com/NortonAgencyInsurance
• LinkedInlinkedin.com/company/nortonagencyinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Norton Agency