AFR
AFR Services is a Plano, Texas-based flood insurance and lender risk management specialist, founded 1992, serving banks, credit unions, insurance agents, and homeowners nationwide with flood zone determinations, insurance tracking, lender-placed coverage, and NFIP/private flood insurance distribution.
- Company typePrivate
- Founded1992
- HeadquartersPlano, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What AFR does
AFR Services is a Plano, Texas-based risk management and flood insurance specialist founded in 1992 that serves mortgage lenders, credit unions, insurance agents, and individual property owners across the United States. The company operates through two principal units: a lender services division (originating from American Flood Research, Inc.) providing flood zone determinations, insurance tracking, lender-placed (force-placed) insurance, property inspections, automated valuation models, and USPAP-compliant desktop appraisals; and AFR Insurance Services, formed in 2010 as a coverholder with Lloyd's of London, which distributes NFIP and private flood insurance for residential and commercial properties directly and through appointed agents.
Underlying technology is built around a proprietary flood zone determination system that maps FEMA flood data to identify Special Flood Hazard Areas, paired with a Life-of-Loan coverage monitoring service and integrations into major loan origination and servicing platforms. AFR Insurance Services underwrites through Lloyd's, giving the firm capacity to offer private flood alternatives to the federal NFIP program and differentiated quoting via a self-service portal at afrflood.com.
The business model combines transactional fees (flood zone determinations, property valuations, LOMC services), recurring subscription-style revenue (insurance tracking and lender-placed monitoring across loan portfolios), and commission-based flood insurance distribution through both appointed agents and direct-to-consumer channels. Distribution is sales-led for enterprise lenders, augmented by self-service quoting for agents and homeowners, and reinforced by integration partnerships with lending technology vendors and a substantial compliance-focused content and events presence in the mortgage and P&C trade communities.
AFR firmographics
Firmographics- Name
- AFR
- Legal name
- AFR Services
- Website
- https://afrservices.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AFR Services is a Plano, Texas-based flood insurance and lender risk management specialist, founded 1992, serving banks, credit unions, insurance agents, and homeowners nationwide with flood zone determinations, insurance tracking, lender-placed coverage, and NFIP/private flood insurance distribution.
- Ownership category
- akta.pro rank
AFR industry classification
Industry- Product category
- Flood Insurance and Lender Risk Management Services
- NAICS
- Insurance Carriers (5241), Insurance Agencies and Brokerages (524210), Offices of Real Estate Appraisers (53132)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Flood Insurance (FSAJACAG)
- akta.pro secondary industry
- Multi-Family & Affordable Housing Appraisal (BPAJAKAE)
Keywords
Where AFR is headquartered
LocationHeadquarters
- HQ city
- Plano
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AFR business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Flood Zone Determinations: Fee-based flood zone determination services for lenders to assess property flood risk during loan origination. Determinations are required by federal law for properties in Special Flood Hazard Areas.
- Flood Insurance Products: Commission-based flood insurance sales through AFR Insurance Services, writing both NFIP policies and private flood insurance. Agents can obtain quotes without an appointment.
- Lender-Placed Insurance: Force-placed insurance services for lenders when borrowers fail to maintain required flood coverage on secured properties.
- Insurance Tracking Services: Ongoing monitoring and notification services for lenders to track flood insurance coverage on their loan portfolios.
- Property Valuation Services: Real estate valuation services including Automated Valuation Models (AVMs) and USPAP-compliant Desktop Appraisals for lenders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Flood Insurance - NFIP Coverage |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
AFR product offering
Product offeringCore offering
AFR Services provides flood insurance and risk management solutions to U.S. lenders, insurance agents, and homeowners. Its lender-side offerings include flood zone determinations, insurance tracking, lender-placed (force-placed) flood insurance, property inspections, AVMs, and ValueNet appraisals, while its insurance division writes NFIP and private flood policies (the latter through a Lloyd's of London coverholder arrangement). The company also supports flood compliance through Letter of Map Change processing, elevation certificates, and real estate tax services.
Product overview
AFR Services is a risk management company offering a comprehensive suite of flood insurance and loan servicing solutions. The company operates two primary divisions: AFR Services (originated from American Flood Research, Inc.) provides origination services including Flood Zone Determinations, Inspections, Automated Valuation Models, ValueNet Appraisals, Lender-Placed Insurance, Insurance Tracking, and Real Estate Tax Service for banks and credit unions. AFR Insurance Services, formed in 2010 as a coverholder with Lloyd's of London, offers Commercial Flood Insurance, Residential Flood Insurance, and the Private Flood Insurance Program for insurance agents, brokers, and homeowners. The company also provides Letter of Map Change (LOMC) services and Elevation Certificates to help property owners manage flood risk and insurance requirements.
Differentiator
Problem solved
Functional benefit
Brands
- ValueNet Appraisals: USPAP compliant desktop appraisals for property valuations.
- AFR Private Flood Insurance Program
Products and services
- Flood Zone Determinations Flood zone determination service that identifies whether a property is located in a FEMA Special Flood Hazard Area (SFHA), required for lenders to assess flood insurance requirements during loan origination and servicing.
- Insurance Tracking Ongoing monitoring and notification service that ensures borrowers maintain required flood insurance coverage throughout the loan lifecycle.
- Lender-Placed Insurance Force-placed flood insurance purchased by lenders on behalf of borrowers who fail to maintain required flood insurance coverage, protecting the lender's collateral.
- Inspections Property inspection services to assess property condition and flood-related risks during loan origination and servicing.
- Automated Valuation Models (AVMs) Automated property valuation models used during loan origination to assess property values for lenders.
- ValueNet Appraisals USPAP-compliant desktop appraisals providing property valuations for lenders.
- Private Flood Insurance Program AFR's private flood insurance program underwritten as a coverholder with Lloyd's of London, providing an alternative to NFIP coverage.
- Commercial Flood Insurance Flood insurance coverage for commercial properties, available through NFIP or AFR's private flood insurance program.
- Residential Flood Insurance Flood insurance coverage for residential properties, available through NFIP or AFR's private flood insurance program.
- Letter of Map Change (LOMC) FEMA-issued letters that remove structures from the 100-year flood zone based on Elevation Certificate data, including LOMA, LOMR, LOMR-F, CLOMR, and CLOMR-F.
- Elevation Certificates Official documents prepared by licensed surveyors, engineers, or architects providing building elevation data relative to base flood elevation, used for insurance premium calculations and LOMC applications.
- Real Estate Tax Service Tax service supporting loan servicing operations.
Quantifiable outcome
- Reduce closing delays through accurate, timely flood zone determinations
Companies that use AFR
Customer profileSegments3 records
Ideal customer profiles3 records
AFR technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AFR partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Lloyd's of LondoncoreAFR Insurance Services operates as a coverholder with Lloyd's of London, enabling the company to create and underwrite its own private flood insurance program. This partnership provides access to additional market capacity and enables AFR to offer private flood insurance alternatives to NFIP coverage.
Scale indicators3 records
Recent moves4 records
Expansion highlights3 records
AFR competitors and assessment
Company assessmentDirect peers
- CoreLogic (ICE Mortgage Technology): Provides flood zone determinations, property data, and analytics to mortgage lenders; directly competes with AFR's American Flood Research entity for flood determination and lender compliance workflows.
- Wright National Flood Insurance Services: Write-Your-Own (WYO) flood insurer and flood services provider serving lenders and agents nationwide; directly comparable as a flood-specialized intermediary for NFIP and private flood products.
- TransUnion Flood Services (Flood Data Services): Provides flood zone determinations and life-of-loan tracking for the mortgage industry; one of the other NFDA-certified firms competing head-to-head with AFR for lender determination volume.
- Neptune Flood: Private flood insurance carrier writing residential and commercial flood policies through agents; directly competes with AFR's private flood program underwritten via Lloyd's.
- ServiceLink (a Black Knight company): Provides flood certifications, lender-placed insurance, and default services to mortgage lenders; competes with AFR's lender-facing flood and lender-placed insurance offerings.
Broad incumbents
- Assurant: Large specialty insurer with a lender-placed insurance business serving mortgage servicers; broader portfolio but directly overlaps AFR's lender-placed flood product.
- FEMA / NFIP (Write Your Own carriers): Federal National Flood Insurance Program and its WYO carrier partners define the baseline market in which AFR competes; AFR sells NFIP coverage and offers private alternatives to NFIP pricing.
Emerging players
- Palomar Holdings: Specialty insurance carrier expanding into private flood and other catastrophe lines; comparable business model as a private-market alternative to NFIP for flood risk.
- Tapco Underwriters: Program administrator and MGA providing private flood and excess flood solutions to retail agents; closely mirrors AFR's agent-focused private flood distribution model.
- PropertyI.D. Flood determination and risk data provider serving lenders; competes with AFR on flood certifications and flood zone determination accuracy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
AFR social profiles
Digital presenceAFR financial estimates
Financial estimateRevenue estimate
Valuation estimate
AFR leadership team
Management profileNumber of profiles
Profiles1 record
AFR subsidiaries and ownership
Company hierarchySubsidiaries2 records
AFR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AFR 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 AFR
What does AFR do?
AFR Services provides flood insurance and risk management solutions to U.S. lenders, insurance agents, and homeowners. Its lender-side offerings include flood zone determinations, insurance tracking, lender-placed (force-placed) flood insurance, property inspections, AVMs, and ValueNet appraisals, while its insurance division writes NFIP and private flood policies (the latter through a Lloyd's of London coverholder arrangement). The company also supports flood compliance through Letter of Map Change processing, elevation certificates, and real estate tax services.
Is AFR a public or private company?
AFR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AFR founded?
AFR was founded in 1992. It employs 51 to 100 people.
Where is AFR based?
AFR is headquartered in Plano, United States, in the North America region.
How does AFR make money?
Five revenue lines are on record. Flood Zone Determinations are the primary driver. The others are flood Insurance Products, lender-Placed Insurance, insurance Tracking Services and property Valuation Services.
Who are AFR's main competitors?
Direct peers on record are CoreLogic (ICE Mortgage Technology), Wright National Flood Insurance Services, TransUnion Flood Services (Flood Data Services), Neptune Flood and ServiceLink (a Black Knight company). Broad incumbents are Assurant and FEMA / NFIP (Write Your Own carriers). Emerging players are Palomar Holdings, Tapco Underwriters and PropertyI.D..
Does AFR have an API?
No public API is recorded for AFR.
What industry is AFR in?
AFR's product category is Flood Insurance and Lender Risk Management Services. Its primary akta.pro industry code is FSAJACAG, Flood Insurance, with a secondary code of BPAJAKAE, Multi-Family & Affordable Housing Appraisal. Its NAICS code is 5241 and its SIC code is 6331.