Flood and Peterson

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).

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

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

• Commercial insurance brokerage
• Employee benefits administration
• Captive insurance programs
• Personal lines insurance
• Surety bond solutions

Headquarters

HQ city

Greeley

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers2 records

Segments16 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

Feature1 record

Partnerships

13 partnerships are on record, tiered major, strategic and core.

• Centerpoint Insurance GroupmajorStrategic or Co-development Partner · 1 January 2023Centerpoint 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 AssociationstrategicChannel Partner/ Reseller/ Distributor · 1 January 2023Subsidiary of Centerpoint Insurance Group joined in 2023, providing association services and membership benefits
• IndiocoreTechnology or IntegrationClient portal platform enabling clients to update pre-renewal data and manage insurance information digitally
• InsurLink (Vertafore)coreTechnology or IntegrationClient portal for retrieving policy documents and managing insurance records
• Employee NavigatorcoreTechnology or IntegrationBenefits management platform for employee benefits administration and enrollment
• MineralcoreTechnology or IntegrationHR compliance platform and employee handbook builder with live advisor support, training content, and compliance tools
• Pinnacol AssurancecoreStrategic or Co-development PartnerWorkers compensation insurance partner approving Risk Control Outreach sessions for Safety Group Credit. Colorado-based workers comp specialist.
• Front Range Compliance ServicesstrategicStrategic or Co-development PartnerTransportation regulatory compliance partner providing expertise on AOBRD to ELD transitions and DOT/FMCSA regulations
• Amerisure InsurancestrategicStrategic or Co-development PartnerInsurance carrier partner providing instructors for OSHA 10-Hour Construction Course training
• Crumdale SpecialtystrategicStrategic or Co-development PartnerPartner in Tengo Health Program - proprietary health plan offering cost control and transparency for employers
• Simplified Benefits AdministratorsstrategicStrategic or Co-development PartnerPartner in Tengo Health Program for health benefits administration and cost management
• RLS ConsultingstrategicTechnology or IntegrationCybersecurity consulting partner providing cyber incident response and security expertise for Risk Control Outreach
• SambaSafetystrategicTechnology or IntegrationDriver risk management partner providing MVR, CSA, and telematic data solutions for fleet safety

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Facebookfacebook.com/floodandpeterson
• LinkedInlinkedin.com/company/flood-&-peterson
• Instagraminstagram.com/floodpeterson
• Xx.com/floodpeterson

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 Flood and Peterson