Wraith, Scarlett & Randolph Insurance Services

What Wraith, Scarlett & Randolph Insurance Services does

Wraith, Scarlett & Randolph Insurance Services (WSR) is a privately held, independent insurance agency founded in 1917 and headquartered in Woodland, California, with additional branch offices in Rio Vista, California and Fairfield, Texas. WSR operates as a commission-based intermediary representing multiple insurance carrier partners and is licensed to write business across 47 U.S. states. The company's product portfolio spans commercial insurance, agri-business, crop, PRF (Pasture, Rangeland, and Forage) rainfall, apiculture, livestock risk protection, employee benefits, and personal lines. Its go-to-market is sales-led, delivered through a network of 45+ licensed agents operating nationwide with vertical specialization in agricultural insurance.

WSR differentiates through deep agricultural specialization — particularly in niche coverage areas such as apiculture (beekeeping) and PRF lack-of-rainfall insurance — and through exclusive provider relationships with the Public Lands Council, California Cattlemen's Association, Nevada Cattlemen's Association, and Western Video Market. The company has built proprietary digital tools to support its policyholder base: the WSR Client Portal for personal and commercial self-service, and the WSR Ag Connect mobile application for agricultural clients managing PRF and API policies, which integrates real-time grid-level rainfall data and had reached 700+ active users with a 5/5 rating at time of source capture. The company is owned by a multi-principal partnership (six Owners) led by CEO Jim Vann and COO Vicki Watson, with no disclosed institutional or private equity backing.

Revenue is generated entirely through carrier commissions on placed premiums across all product lines, with annual billing on policies. WSR is not investment-backed, has no public listing, and does not disclose revenue. The technology stack centers on the Applied Systems mobile insured platform (underlying the Client Portal app) and standard agency management systems, layered with WSR's own domain-specific tooling for agricultural grid data.

Name

Wraith, Scarlett & Randolph Insurance Services

Legal name

Wraith, Scarlett & Randolph Insurance Services

Website

https://wsrins.com

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

11–50 employees

Short description

Wraith, Scarlett & Randolph Insurance Services is an independent insurance agency founded in 1917 that provides agricultural, commercial, employee benefits, and personal insurance across 47 U.S. states through 45+ licensed agents, with deep specialization in crop, PRF, and apiculture coverage.

Ownership category

akta.pro rank

Product category

Insurance Agency Services

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial General Liability (CGL) (FSAJADAA)

akta.pro secondary industries

Healthcare Offices BOP (Medical/Dental/Vet Clinics) (FSAJAFAL), Group AD&D (Standalone or Bundled with Life) (FSAIADAG)

Keywords

• Commercial insurance
• Agribusiness insurance
• Crop insurance
• Personal insurance
• Employee benefits

Headquarters

HQ city

Woodland

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: WSR operates as an independent insurance agency earning commissions from multiple insurance carrier partners. They represent a wide variety of insurance company partners and deliver a full line of insurance products and services. Revenue is generated through commissions on policy premiums across all product lines including commercial, agricultural, crop, personal, and employee benefits insurance.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Wraith, Scarlett & Randolph Insurance Services (WSR) is an independent insurance agency that places coverage with multiple carrier partners across commercial, agricultural, personal, and employee benefits lines. It offers specialized policies such as crop, PRF (lack of rainfall), apiculture (beekeeping), livestock risk protection, commercial property/casualty, workers' compensation, and personal lines (home, auto, life). Licensed agents deliver these products across 47 U.S. states, supported by proprietary client portal and Ag Connect mobile applications.

Product overview

WSR Insurance Services offers a comprehensive insurance portfolio built around agricultural specialization. The core offerings include Commercial Insurance, Agri-Business Insurance, Crop Insurance, PRF (Pasture, Rangeland, and Forage) Insurance, Apiculture Insurance, Employee Benefits, and Personal Insurance. The company differentiates through specialized agricultural coverage including unique offerings like PRF (lack of rainfall) insurance and apiculture (beekeeping) insurance. Supporting the product portfolio are digital tools including the WSR Ag Connect mobile app for agricultural clients to manage PRF and API policies with real-time rainfall data, the WSR Client Portal for policy management and payments, and online quote request forms for all major product lines. The company serves clients across 47 states through 45+ agents nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• WSR Client Portal: Self-service portal for clients with personal and commercial business policies, allowing access to insurance documents, policy payments, claims reporting, and policy management.
• WSR Ag Connect

Products and services

• Commercial Insurance

Quantifiable outcome

• Serving clients for over 109 years since 1917
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Public Lands CouncilcoreGTM or Marketing PartnerWSR serves as an exclusive provider for the Public Lands Council, offering specialized insurance solutions for members operating on public lands.
• California Cattlemen's AssociationcoreGTM or Marketing PartnerExclusive insurance provider for California Cattlemen's Association members, providing tailored coverage for cattle ranching operations.
• Nevada Cattlemen's AssociationcoreGTM or Marketing PartnerExclusive insurance provider for Nevada Cattlemen's Association members, offering specialized ranch and livestock insurance coverage.
• Western Video MarketminorGTM or Marketing PartnerPartnership with Western Video Market to provide insurance services to their member network of agricultural producers.

Scale indicators6 records

Expansion highlights6 records

Direct peers

• Leavitt Group: Independent insurance agency with deep agribusiness and commercial specialization across the western US. Closely comparable to WSR in multi-line product breadth, regional concentration, and partner-ownership structure.
• Higginbotham: Independent insurance brokerage with significant agricultural, commercial, and employee benefits practices. Direct overlap with WSR in serving mid-market ag and commercial accounts through a partner-driven agency model.
• Heffernan Insurance Brokers: California-based independent brokerage serving commercial, personal, and benefits lines. Comparable to WSR in West Coast roots, independence, and mid-size commercial/benefits orientation.
• TrueNorth Companies: Independent insurance and risk management firm with multi-line offerings including agribusiness and commercial coverage. Closely comparable to WSR in being a privately held, mid-size independent agency.
• IMA Financial Group: Independent insurance brokerage offering commercial, personal, and employee benefits coverage with a regional/Midwest footprint. Comparable to WSR in mid-market independent agency positioning and multi-line product breadth.
• M3 Insurance: Privately held independent insurance brokerage providing commercial, benefits, and personal insurance to mid-market clients. Comparable to WSR in scale, ownership structure, and multi-line distribution model.
• Insurance Office of America (IOA): Privately held independent insurance agency offering commercial, personal, and benefits solutions across the US. Comparable to WSR in being a large, family-controlled independent agency with diversified commission-based revenue.

Broad incumbents

• Lockton Companies: World's largest independent insurance brokerage, operating in commercial insurance, benefits, and agribusiness at substantially greater scale than WSR. Comparable in independence-focused brand and multi-vertical product mix, but materially larger.
• AssuredPartners: National insurance brokerage aggregator with broad agribusiness, commercial, and benefits capabilities. Comparable to WSR in vertical mix and agency-led distribution, but at a national roll-up scale.

Emerging players

• Rain and Hail Insurance Specialists: Specialized crop insurance agency/servicing organization focused exclusively on agricultural producers' MPCI and crop hail coverage. Comparable to WSR's ag specialization, though narrower in product breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wsrins
• LinkedInlinkedin.com/company/wsr-insurance/?viewAsMember=true
• Instagraminstagram.com/wsr_insurance
• Xx.com/wsrinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Wraith, Scarlett & Randolph Insurance Services