George Petersen Insurance Agency

What George Petersen Insurance Agency does

George Petersen Insurance Agency is an independent insurance brokerage founded in 1935 and headquartered in Santa Rosa, California, providing commercial insurance, employee benefits, personal lines, and life insurance through twelve offices across Northern California. The firm operates a consultative, relationship-driven distribution model with face-to-face agent engagement, achieving client retention consistently above 95%. Its product portfolio spans twelve industry verticals including wineries, breweries, agribusiness, construction, logging, golf and country clubs, hospitality, manufacturing, real estate investors, community associations, non-profits, and cleaning services, complemented by specialized programs such as an in-house Bond Department, Claims Services, and Loss Control Services. The agency maintains direct appointments with over 200 national and international insurance carriers and is licensed across all 50 U.S. states.

Technology consists of three proprietary client-facing platforms: GPTrack, a web-based risk management and safety tool with a bilingual library, incident tracking, and employee training; the HR Compliance Portal (HR GP), powered by Zywave, providing interactive HR tools including handbook and job description builders and salary benchmarking; and an Online Benefits Management portal offering paperless enrollment with e-signature and mobile access on Apple and Android devices. Revenue is generated exclusively through insurance brokerage commissions paid by carriers on placed business, with no subscription or fee-for-service pricing publicly disclosed; quotes are risk-based and not standardized across clients. Distribution is entirely direct via the twelve physical offices, supplemented by industry-association endorsements (NCBE, Marin Builders Association, California Craft Brewers Association, multiple Farm Bureaus, and CMAA chapters) that serve as channel partnerships for vertical market acquisition. The GP Golf Insurance Solutions division extends national reach within the golf and country club vertical.

Growth has historically been achieved through a long-running roll-up strategy, with mergers of Warren Johnsen Insurance (2005), NorthWest Insurance Agency (2010/2014/2019), Shaw & Petersen Insurance (2020), Gondola-Kinne Insurance (2022), and Peck-Stanton-Hockett Insurance (2022). The firm is independently owned with no private equity or venture capital backing, has 101-250 employees, and is led by President and COO Robb Daer alongside a shareholder group that has incorporated producers through equity grants and Board appointments to align leadership with long-term continuity.

Name

George Petersen Insurance Agency

Legal name

George Petersen Insurance Agency, Inc.

Website

https://gpins.com

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

101–250 employees

Short description

George Petersen Insurance Agency is an independent insurance brokerage founded in 1935, serving Northern California through twelve offices with commercial insurance, employee benefits, personal lines, and twelve industry-vertical specialty programs backed by 200+ carrier relationships.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411), Hospital & Medical Service Plans (6324), Accident & Health Insurance (6321), Life Insurance (6311), Surety Insurance (6351)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ), Small Group Health Insurance (2–50/100) (FSAIAFAD), Individual Health Insurance Brokerage & Distribution (FSAIAEAL), Airport & Ground Operations Insurance (FSAJAHAF)

Keywords

• Commercial insurance brokerage
• Employee benefits services
• Personal lines insurance
• Risk management consulting
• Industry-specific insurance programs

Headquarters

HQ city

Santa Rosa

HQ country

United States

HQ region

North America

Offices12 records

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 Brokerage Commissions: As an independent insurance agency, George Petersen generates revenue through commissions paid by insurance carriers for placing business. They represent hundreds of financially strong and reputable insurance companies, offering competitive pricing across hundreds of business verticals.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

George Petersen Insurance Agency is an independent insurance brokerage that places business, personal, life, and employee benefits coverage with over 200 insurance carriers for clients across Northern California. The agency offers industry-specific insurance programs (wineries, construction, agribusiness, golf, logging, breweries, manufacturing, hospitality, community associations, non-profits, real estate) supported by in-house services including claims advocacy, loss control, bond department, and proprietary technology platforms such as GPTrack (risk management), HR Compliance Portal, and an online benefits management system.

Product overview

George Petersen Insurance Agency offers a unified platform of insurance products and technology solutions. The core offerings include Business Insurance, Employee Benefits, and Personal Insurance. The agency provides specialized industry-specific insurance programs for wineries, breweries, golf courses, construction, logging, agribusiness, manufacturing, hospitality, community associations, real estate investors, and non-profits. The technology suite includes GPTrack (risk management platform), the HR Compliance Portal powered by Zywave, and Online Benefits Management portal. These technology products integrate with mobile devices (Apple/Android) and are complemented by in-house services including Claims Services, Loss Control Services, and a Bond Department. The GP Golf Insurance Solutions division serves golf courses and country clubs nationally. The company operates with over 200 carrier partnerships across all 50 U.S. states.

Differentiator

Problem solved

Functional benefit

Brands

• GP Golf Insurance Solutions: A division of George Petersen Insurance established to better serve the needs of golf courses and country clubs across the nation with customized coverages and services tailored to the unique needs of the golfing community.

Products and services

• Business Insurance

Quantifiable outcome

• Client retention rate consistently over 95%, one of the highest in the insurance industry
• +3 more outcomes

Named customers12 records

Segments15 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• North Coast Builders Exchange (NCBE)coreStrategic or Co-development PartnerEndorsed Workers' Compensation broker for NCBE members with access to a program offering lower rates (up to 20% savings), GPTrack risk management platform, in-house bond department, and in-house risk management services. Over 200 members already taking advantage of these savings.
• Marin Builders AssociationcoreStrategic or Co-development PartnerEndorsed Workers' Compensation broker for Marin Builders Association members, providing specialized construction insurance programs and services.
• Engineering Contractors Association (ECA)coreStrategic or Co-development PartnerECA members have access to the NCBE workers' comp program through George Petersen Insurance Agency, offering competitive rates and comprehensive services including GPTrack, in-house bond department, and risk management services.
• Mendocino County Farm BureaucoreGTM or Marketing PartnerEndorsed broker of the Mendocino County Farm Bureau, providing specialized agribusiness insurance solutions to members.
• Nevada County Farm BureauminorGTM or Marketing PartnerActive membership providing agribusiness insurance solutions to members.
• Colusa Farm BureauminorGTM or Marketing PartnerActive membership providing agribusiness insurance solutions to members.
• Sonoma County Farm BureaucoreGTM or Marketing PartnerActive membership providing wine and agriculture industry insurance solutions to members.
• Anderson Valley Winegrowers AssociationminorGTM or Marketing PartnerActive membership supporting wine industry insurance solutions.
• Mendocino Winegrowers AssociationminorGTM or Marketing PartnerActive membership supporting wine industry insurance solutions.
• Wine Industry NetworkminorGTM or Marketing PartnerActive membership supporting wine industry insurance solutions.
• California Craft Brewers AssociationcoreGTM or Marketing PartnerActive member dedicated to supporting the beer and cider industry with specialized insurance programs including coverage for stock, tank leakage, contamination, and regulatory compliance.
• Club Management Association of America (CMAA) - Golden State ChaptercoreGTM or Marketing PartnerDedicated member supporting golf course and country club insurance solutions.
• Club Management Association of America (CMAA) - Evergreen ChapterminorGTM or Marketing PartnerDedicated member supporting golf course and country club insurance solutions.
• Club Management Association of America (CMAA) - Southwest ChapterminorGTM or Marketing PartnerDedicated member supporting golf course and country club insurance solutions.
• GCSAA Cactus & Pine (Arizona)minorGTM or Marketing PartnerDedicated member supporting golf course insurance solutions in Arizona.
• ECHO (Educational Community for HOA)minorGTM or Marketing PartnerProud member supporting community association insurance solutions.
• ZywavecoreTechnology or IntegrationHR Compliance Portal (HR GP) is powered by Zywave, providing comprehensive HR support, forms, and benefits news including interactive tools like salary benchmarking and performance review builder.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Risk Strategies Company: National specialty insurance brokerage serving mid-market and larger clients across all major commercial lines. Comparable in vertical specialization strategy but operates at substantially larger scale via private-equity-backed acquisitions.
• Acrisure: Rapidly growing insurance brokerage and fintech platform, one of the largest in North America. Overlaps with George Petersen across commercial, personal, and benefits lines and competes aggressively for regional independent acquisitions.
• Marsh & McLennan Agency: Middle-market arm of Marsh McLennan, one of the largest insurance brokerages globally. Overlaps George Petersen on commercial P&C, employee benefits, and risk management, but with vastly greater scale, broader geography, and proprietary resources.
• USI Insurance Services: Large US insurance brokerage and consulting firm serving middle-market and large clients across commercial lines, employee benefits, and personal insurance. Overlaps George Petersen on benefits, personal lines, and mid-market commercial placements.
• Hub International: Large North American insurance brokerage with extensive personal, commercial, and benefits offerings and a strong roll-up acquisition strategy. Operates with similar carrier-access model but at materially greater scale and geographic reach.

Direct peers

• Bolton & Company: Independent California-headquartered brokerage with multi-line commercial, personal, and employee benefits offerings serving middle-market clients. Directly comparable independent structure and product breadth.
• Burnham Benefits Insurance Services: California-based independent employee benefits brokerage with similar group health, executive benefits, and HR compliance service mix. Closely comparable on the benefits side of George Petersen's portfolio.
• The Partners Group: Independent brokerage and employee benefits firm in the Pacific Northwest and California with comparable employee benefits, personal lines, and business insurance offerings. Similar mid-market commercial and benefits orientation with multi-office presence.
• Heffernan Insurance Brokers: Large independent insurance brokerage headquartered in Walnut Creek, California, with a similar NorCal focus and multi-vertical specialization (construction, manufacturing, hospitality). Directly comparable in business model, carrier-relationship breadth, and mid-market commercial orientation.
• Woodruff Sawyer: Independent commercial insurance brokerage serving mid-market and larger clients across the Western US, with similar carrier-relationship depth and specialty verticals. Comparable independent model and consultative sales approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/george.petersen.insurance.agency
• LinkedInlinkedin.com/company/george-petersen-insurance-agency
• Instagraminstagram.com/george_petersen
• Xx.com/george_petersen

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 George Petersen Insurance Agency