United Group Alliance

What United Group Alliance does

United Group Alliance (UGA) is a private, family-owned insurance aggregator founded in 2001 and headquartered in Canal Fulton, Ohio. The company operates as the exclusive regional master agency for SIAA (Satellite Insurance Agency Alliance) within Ohio, implementing a national aggregator model that connects independent insurance agencies with more than 20 national and regional insurance carriers, including National Strategic Partners such as CSAA, Branch, CNA, Hagerty, and Progressive. UGA targets four primary member personas: former captive agents seeking independence, established independent agents pursuing growth, top producers launching their own agencies, and individuals new to the insurance industry.

The company's core product is an aggregator platform built around a 5-tier compensation structure, featuring base commissions of 15-20%, SIAA National Profit Share up to 4%, Portfolio Management Service Fees up to 3%, local incentives up to 5%, and local profit sharing up to 4%. Member agencies retain 100% of commissions paid directly by carriers, with approximately 95% of business written under directly appointed carrier codes. Supporting technology includes the SIAA NXT Program (digital tools, workflow automation, and training), Agency IQ (data intelligence and performance dashboards), AccessPlus (central placement for non-appointed business), and MarketFinder (E&S and specialty market access). UGA does not own the underlying technology platforms, which are provided through SIAA partnerships.

UGA generates revenue through membership affiliation fees and collective profit-sharing arrangements with carriers, while member agencies earn commissions directly from carriers. The company employs a sales-led and referral-driven go-to-market, supplemented by an annual meeting that convenes member agencies with carrier partners. Geographic operations are limited to Ohio, with no disclosed plans for multi-state expansion. The company has no external institutional funding, no disclosed revenue, and operates with a small team (11-50 employees).

Name

United Group Alliance

Legal name

United Group Alliance

Website

https://unitedgroupalliance.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

United Group Alliance is a family-owned Ohio-based insurance aggregator and SIAA regional master agency that provides independent insurance agencies access to 20+ carrier partners, a 5-tier compensation platform, and technology tools including NXT and Agency IQ.

Ownership category

akta.pro rank

Product category

Insurance Aggregation Services

NAICS

Insurance Agencies and Brokerages (52421), Business Associations (813910)

SIC

Insurance Agents, Brokers & Service (6411), Services-Membership Organizations (8600)

akta.pro primary industry

Affinity, Membership & Association Referral Programs (FSAEAMAL)

Keywords

• Insurance aggregator services
• Independent insurance agencies
• Insurance carrier appointments
• Insurance commission platforms
• Master agency network

Headquarters

HQ city

Canal Fulton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission Revenue: Member agencies earn 100% commission directly from carriers they are appointed with. United Group Alliance generates revenue through membership affiliation fees and profit-sharing arrangements with carriers based on collective agency performance.
2. Profit Sharing: Collective profit sharing earned through SIAA National Profit Share (up to 4%) and local profit sharing (up to 4%) based on group performance metrics with strategic carrier partners.
3. Portfolio Management Service Fee: SIAA's exclusive fee earned by member agencies with National Strategic Partner Carriers, typically 1-2%, paid quarterly on every policy sold regardless of performance.
4. Incentive Programs: Local and national incentive payments tied to achieving growth goals or new policies sold, paid out to all contributing member agencies.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

United Group Alliance is a family-owned insurance aggregator that operates as the exclusive Ohio regional master agency for SIAA, providing independent insurance agencies with direct appointments to 20+ national and regional insurance carriers, a 5-tier compensation platform (base commissions 15-20% plus profit sharing and incentives), placement facilities for non-appointed and specialty business, and technology tools (SIAA NXT, Agency IQ) for automation and data-driven decision making.

Product overview

United Group Alliance operates as an insurance aggregator platform offering independent agencies access to over 20 national and regional insurance carriers through its Ohio-based regional master agency. The platform architecture consists of the core Insurance Aggregator Platform combined with the 5-Tier Compensation Platform for commission optimization, supplemented by AccessPlus for non-appointed business placement and MarketFinder for E&S coverage access. Technology add-ons include the SIAA NXT Program (providing digital tools, automation, and training modules) and Agency IQ (providing data intelligence and analytics). The company organizes the UGA Annual Meeting as an annual industry event for member agencies.

Differentiator

Problem solved

Functional benefit

Products and services

• United Group Alliance Insurance Aggregator Platform (Membership) Insurance aggregator membership that gives independent insurance agencies in Ohio access to 20+ national and regional insurance carriers, business development support, direct carrier appointments, and the UGA 5-tier compensation platform.
• 5-Tier Compensation Platform Exclusive compensation structure for member agencies featuring SIAA National Profit Share (up to 4%), Portfolio Management Service Fee (up to 3%), local incentives (up to 5%), local profit sharing (up to 4%), and top-tier base commissions (15-20%).
• AccessPlus Central Placement Facility Central placement facility that places member agency business with standard, non-appointed insurance companies, allowing agencies to earn direct carrier appointments over time.
• MarketFinder Specialty Access SIAA facility providing member agencies access to E&S (Excess & Surplus) and non-admitted insurance companies for specialty and non-standard coverage needs.
• SIAA NXT Program SIAA's technology-forward initiative providing modern tools, analytics, training modules, and automation resources to help independent insurance agencies adopt digital processes, automate workflows, and grow.
• Agency IQ Data intelligence system that consolidates independent insurance agency performance metrics, workflow efficiency, and client behavior into dashboards to support data-driven decision-making.
• UGA Annual Meeting Annual members event connecting UGA agency owners with industry leaders, featuring strategic partner tradeshows, general sessions with speakers, continuing education opportunities, and networking.

Quantifiable outcome

• Top-tier base commissions of 15-20% based on collective size, not individual agency volume
• +4 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

AI capability4 records

Feature5 records

Partnerships

13 partnerships are on record, tiered flagship, core and supporting.

• SIAA (Satellite Insurance Agency Alliance)flagshipStrategic or Co-development Partner · 1 January 1983SIAA is the national network of 5,000+ Independent Insurance Agencies writing $17 billion in combined premium volume annually. UGA serves as the regional master agency implementing the SIAA model in Ohio. The partnership began with Satellite Agency Network of New England concept in 1983, which evolved into SIAA.
• CSAA Insurance GroupcoreTechnology or IntegrationNational Strategic Partner providing insurance products and services to UGA member agencies.
• BranchcoreTechnology or IntegrationNational Strategic Partner carrier providing coverage options to member agencies.
• CNAcoreTechnology or IntegrationNational Strategic Partner commercial insurance carrier.
• HagertycoreTechnology or IntegrationNational Strategic Partner specialty insurance provider.
• ProgressivecoreTechnology or IntegrationNational Strategic Partner providing personal and commercial auto insurance products.
• AcuitycoreTechnology or IntegrationUGA Regional Strategic Partner providing regional insurance coverage.
• Selective InsurancecoreTechnology or IntegrationUGA Regional Strategic Partner offering commercial and personal lines.
• RLI InsurancesupportingTechnology or IntegrationWholesale and Specialty Partner providing specialty insurance products.
• JENCAPsupportingTechnology or IntegrationWholesale and Specialty Partner in the insurance distribution network.
• NXT PlatformcoreTechnology or IntegrationSIAA's technology-forward initiative providing digital tools, analytics, automation, and training for independent agencies. UGA provides personalized onboarding and support for NXT adoption.
• Agency IQcoreTechnology or IntegrationData intelligence platform for independent insurance agencies providing performance dashboards, workflow analytics, and actionable insights.
• MarketFindersupportingTechnology or IntegrationSIAA facility providing access to E&S (Excess & Surplus) and non-admitted insurance companies for specialty coverage.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trusted Choice: Independent insurance agents' network and consumer brand backed by the Big 'I' (Independent Insurance Agents). Provides independent agencies with multi-carrier access, branding, and lead generation, making it a comparable affinity/aggregator-style offering.
• The Iroquois Group: A member-owned insurance aggregator group for independent agencies, offering carrier appointments, profit sharing, and operational support. Operates on a comparable model of consolidating independent agencies for collective purchasing power.
• ISU Insurance Agency Network: A competing private-company insurance aggregator/network for independent agencies, structured similarly with regional master agencies. Operates on the same premise of collective bargaining power, multiple carrier access, and revenue sharing with member agencies.
• Smart Choice Insurance: Insurance aggregator that connects independent agents with multiple carrier partners under a similar affiliation model. Competes with UGA/SIAA for the same pool of independent and former captive agents.
• Oakbridge Insurance Group: Independent agency network/aggregator providing carrier access, profit sharing, and agency perpetuation support to member agencies. Comparable business model targeting the same independent agent customer base as UGA.

Emerging players

• Bold Penguin: Commercial insurance marketplace/aggregator connecting agents with multiple carriers for small commercial lines. Adjacent tech-enabled aggregator model, though focused specifically on commercial submission flow rather than full agency affiliation.

Broad incumbents

• SIAA (Strategic Insurance Agency Alliance): National network aggregator of 5,000+ independent insurance agencies writing $17B+ in premium. UGA is the Ohio regional master agency under SIAA's umbrella, sharing the same carrier panel, compensation philosophy, and tech stack (NXT).
• Applied Systems: Largest insurance agency management system (AMS) and technology vendor for independent agencies. Adjacent comparison as the dominant tech infrastructure layer underlying UGA's member agencies, including tools for automation and analytics.
• Big 'I' (Independent Insurance Agents): National trade association for independent insurance agents. Adjacent to UGA's aggregator model in serving the independent agent ecosystem with advocacy, education, and carrier relationships, though not a direct aggregator.

Others

• Vertafore: Major insurance technology vendor providing agency management, rating, and carrier connectivity tools. Adjacent ecosystem player whose products underpin UGA member agencies' operations, similar to Applied Systems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 United Group Alliance