Flood and Peterson
Flood and Peterson is a privately held, employee-owned independent insurance brokerage founded in 1939, serving Colorado-based commercial, employee benefits, captive, and personal lines clients across 13 industry verticals with offices in Greeley, Fort Collins, and Englewood.
- Company typePrivate
- Founded1939
- HeadquartersGreeley, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Flood and Peterson does
Flood and Peterson is a privately held, employee-owned independent insurance brokerage founded in 1939 and headquartered in Greeley, Colorado, with additional offices in Fort Collins and Englewood. The firm operates as a middle-market commercial and personal lines broker representing highest-rated insurance carriers, structured around dedicated specialist teams across 13 industry verticals including Construction, Manufacturing, Healthcare, Agribusiness, Transportation, Energy, Technology, and Financial Institutions, alongside dedicated practices for Employee Benefits, Captive Insurance, Mainstreet/SMB, and Individual/Personal lines.
The technology stack is built on third-party client-portal and workflow integrations — ePay (payments), Indio (pre-renewal data), InsurLink/Vertafore (policy documents), Employee Navigator (benefits administration), Mineral HR (compliance), and a Risk Management Center for claims reporting — supplemented by carrier and partner relationships (Amerisure, Pinnacol Assurance, SambaSafety, Front Range Compliance Services, Crumdale Specialty, Simplified Benefits Administrators). No proprietary AI/ML, patents, or first-party data products are disclosed.
The business model is commission-based: Flood and Peterson earns carrier commissions for placing commercial, employee benefits, captive, surety, and personal insurance policies, with annual billing and quote-based pricing determined through a consultative process. The go-to-market is sales-led and event-driven, combining a direct-sales specialist team, an annual Symposium running since 1998, monthly Risk Control Outreach webinars, regional community involvement, and content marketing. Customers span SMB, mid-market, nonprofit, and individual segments across the Rocky Mountain Region with stated execution capability in all 50 U.S. states; two publicly named clients are Fort Collins Symphony (nonprofit, 5+ year relationship) and Black Pines Builders Inc. (SMB construction).
Flood and Peterson firmographics
Firmographics- Name
- Flood and Peterson
- Legal name
- Flood and Peterson
- Website
- https://floodpeterson.com
- Company type
- Private
- Founded year
- 1939
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Flood and Peterson is a privately held, employee-owned independent insurance brokerage founded in 1939, serving Colorado-based commercial, employee benefits, captive, and personal lines clients across 13 industry verticals with offices in Greeley, Fort Collins, and Englewood.
- Ownership category
- akta.pro rank
Flood and Peterson industry classification
Industry- Product category
- Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Captive Insurance Advisory & Management (FSAEADAF)
- akta.pro secondary industries
- Claims Advocacy & Loss Recovery Services (FSAEADAH), Construction Specialty (Wrap-Ups/Builders Risk/Contractors) (FSAJAGAH)
Keywords
Where Flood and Peterson is headquartered
LocationHeadquarters
- HQ city
- Greeley
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Flood and Peterson business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Brokerage Commissions: As an independent insurance broker, Flood and Peterson earns commissions from insurance carriers for placing commercial and personal insurance policies. They represent highest-rated insurance carriers and craft customized solutions for clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Custom insurance solutions - quote-based pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Flood and Peterson product offering
Product offeringCore offering
Flood and Peterson is an independent insurance brokerage that places commercial insurance, employee benefits, captive insurance, personal insurance, and surety bonds on behalf of clients by representing multiple highly rated insurance carriers. The firm consults with businesses and individuals to assess risk, craft customized coverage programs, and provide ongoing claims and risk management support across 13 industry verticals.
Product overview
Flood and Peterson is an independent insurance brokerage offering a comprehensive portfolio of insurance products and services. The core offerings include Business Insurance, Mainstreet Insurance (small business BOP), Employee Benefits (healthcare, vision, dental, voluntary), Captive Insurance, Individual Insurance, and Surety Bond Insurance. The company also provides client-facing digital tools including Risk Management Center for claims reporting, ePay for payments, Indio for pre-renewal data, InsurLink for policy documents, Mineral HR for compliance management, and Employee Navigator for benefits administration. These products serve clients across 13 industry verticals including Construction, Manufacturing, Healthcare, Technology, Energy, and Financial Institutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Business Insurance Comprehensive commercial insurance solutions for businesses covering property, liability, and specialized coverage needs across 13 industry verticals, served by dedicated industry specialists.
- Mainstreet Insurance Insurance solutions for small to medium-sized businesses featuring bundled Business Owner's Policy (BOP) combining business property and liability coverage into a single package.
- Employee Benefits Healthcare, vision, dental, and voluntary benefits programs using the proprietary Total Control Approach for customized coverage, with PPACA compliance expertise and benchmarking services for employers.
- Captive Insurance Customized captive insurance programs using the proprietary Risk Reduction Approach to select the best structure and captive partner for controlling risk and lowering costs.
- Individual Insurance Personal insurance coverage for homes, automobiles, jewelry, fine art and other collectibles, provided through independent broker representation of highest-rated carriers.
- Surety Bond Insurance Surety bond products serving construction and commercial bonding requirements.
Quantifiable outcome
- 80+ years in business demonstrating sustained success and learning
- +2 more outcomes
Companies that use Flood and Peterson
Customer profileNamed customers2 records
Segments16 records
Ideal customer profiles4 records
Flood and Peterson technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature1 record
Flood and Peterson partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered major, strategic and core.
- Centerpoint Insurance GroupmajorCenterpoint Insurance Group and its subsidiary CARE Association joined Flood and Peterson in 2023, broadening reach and service capabilities with new team members including Kelsey Simms in Greenwood Village
- CARE AssociationstrategicSubsidiary of Centerpoint Insurance Group joined in 2023, providing association services and membership benefits
- IndiocoreClient portal platform enabling clients to update pre-renewal data and manage insurance information digitally
- InsurLink (Vertafore)coreClient portal for retrieving policy documents and managing insurance records
- Employee NavigatorcoreBenefits management platform for employee benefits administration and enrollment
- MineralcoreHR compliance platform and employee handbook builder with live advisor support, training content, and compliance tools
- Pinnacol AssurancecoreWorkers compensation insurance partner approving Risk Control Outreach sessions for Safety Group Credit. Colorado-based workers comp specialist.
- Front Range Compliance ServicesstrategicTransportation regulatory compliance partner providing expertise on AOBRD to ELD transitions and DOT/FMCSA regulations
- Amerisure InsurancestrategicInsurance carrier partner providing instructors for OSHA 10-Hour Construction Course training
- Crumdale SpecialtystrategicPartner in Tengo Health Program - proprietary health plan offering cost control and transparency for employers
- Simplified Benefits AdministratorsstrategicPartner in Tengo Health Program for health benefits administration and cost management
- RLS ConsultingstrategicCybersecurity consulting partner providing cyber incident response and security expertise for Risk Control Outreach
- SambaSafetystrategicDriver risk management partner providing MVR, CSA, and telematic data solutions for fleet safety
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Flood and Peterson competitors and assessment
Company assessmentDirect peers
- Lockton Companies: One of the largest privately held (and famously employee-owned) insurance brokerages in the U.S., offering commercial, benefits, and risk advisory. Closest comparable by ownership structure, culture, and emphasis on long-term client relationships, though much larger and global.
- IMA Financial Group: Employee-owned commercial insurance brokerage with a strong Rocky Mountain and Midwest presence offering commercial, benefits, and personal lines. Direct comparable in ownership model, mid-market client focus, and regional density.
- USI Insurance Services: Large national insurance brokerage serving mid-market and commercial clients across commercial, benefits, and personal lines. Comparable in product breadth and vertical specialization, though more aggressive in M&A and PE-backed.
- Hub International: North American insurance brokerage with a heavy roll-up M&A strategy offering commercial, personal, and benefits products. Comparable in product mix and multi-vertical coverage, distinguished by private equity ownership and rapid inorganic growth.
- Brown & Brown: Public insurance brokerage with diversified commercial and personal lines products. Comparable in client segmentation and emphasis on entrepreneurial culture, though much larger and publicly traded.
- Heffernan Insurance Brokers: Privately held, employee-owned West Coast (Bay Area) commercial insurance brokerage with similar ownership culture and mid-market focus. Comparable by ownership model and product mix, though geographically distinct.
Broad incumbents
- Arthur J. Gallagher & Co. One of the largest global insurance brokerages offering risk management, insurance, and consulting. Competes with Flood and Peterson for mid-market and larger commercial accounts, but operates nationally and globally with broader capabilities.
- Marsh McLennan: Global leader in insurance brokerage and risk advisory (Marsh), with deep enterprise client focus. Competes for large commercial accounts in Colorado and nationwide; not a direct competitor for SMB or personal lines.
Emerging players
- Acrisure: Fast-growing PE-backed insurance brokerage built through aggressive roll-ups across commercial, personal, and benefits lines. A growing competitor in the mid-market; less employee-owned in culture and more capital-driven.
Regional players
- Higginbotham: Texas-based employee-owned insurance and risk services firm with deep regional density and growing multi-state presence. Comparable by ownership structure and emphasis on multi-vertical commercial brokerage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Flood and Peterson social profiles
Digital presenceFlood and Peterson financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flood and Peterson leadership team
Management profileNumber of profiles
Profiles12 records
Flood and Peterson subsidiaries and ownership
Company hierarchySubsidiaries1 record
Flood and Peterson funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flood and Peterson 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 Flood and Peterson
What does Flood and Peterson do?
Flood and Peterson is an independent insurance brokerage that places commercial insurance, employee benefits, captive insurance, personal insurance, and surety bonds on behalf of clients by representing multiple highly rated insurance carriers. The firm consults with businesses and individuals to assess risk, craft customized coverage programs, and provide ongoing claims and risk management support across 13 industry verticals.
Is Flood and Peterson a public or private company?
Flood and Peterson is a private company. It is classified as management employee owned and is currently operating.
When was Flood and Peterson founded?
Flood and Peterson was founded in 1939. It employs 51 to 100 people.
Where is Flood and Peterson based?
Flood and Peterson is headquartered in Greeley, United States, in the North America region.
How does Flood and Peterson make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are Flood and Peterson's main competitors?
Direct peers on record are Lockton Companies, IMA Financial Group, USI Insurance Services, Hub International, Brown & Brown and Heffernan Insurance Brokers. Broad incumbents are Arthur J. Gallagher & Co. and Marsh McLennan. Acrisure is listed as an emerging player. Higginbotham is listed as a regional player.
Does Flood and Peterson have an API?
No public API is recorded for Flood and Peterson.
What industry is Flood and Peterson in?
Flood and Peterson's product category is Insurance Brokerage. Its primary akta.pro industry code is FSAEADAF, Captive Insurance Advisory & Management, with a secondary code of FSAEADAH, Claims Advocacy & Loss Recovery Services. Its NAICS code is 524210 and its SIC code is 6411.