Equity Insurance Agency

What Equity Insurance Agency does

Equity Insurance Agency, Inc. is a privately held, independent insurance agency founded in 1988 and headquartered at 313 South Main Street in Lombard, Illinois. It operates as a traditional intermediary rather than a technology or insurtech platform: the agency places personal and commercial insurance policies on behalf of customers and earns commissions from roughly 19 national and regional carriers, including CNA, Chubb, Progressive, The Hartford, Grange, Liberty Mutual, MetLife, Travelers, Geico, and Bristol West. Its product portfolio spans personal lines (auto, homeowners, renters, flood, umbrella, life, recreational vehicles, vacant property, and travel) and commercial lines (commercial property, commercial vehicle, workers compensation, business owners policies, restaurant, commercial vacant property, and special event coverage), with travel insurance underwritten through Lloyd's of London and other specialty carriers.

The agency's core technology is conventional — a website (equityinsurance.net) with online quote and certificate-of-insurance request forms, plus phone and in-person consultations at the Lombard office — with no proprietary platform, API, or AI/ML capabilities disclosed. GTM is sales-led and relationship-driven: agents consult with customers individually, provide free quotes, and rely on a referral program for other insurance agencies and financial professionals to source additional business. The agency holds a Grange Senior Partner designation (2014) and has been continuously operating for over 35 years, with its present form established via a March 1994 merger with Rowland Enterprises, Inc., which brought 40+ years of combined insurance experience to the combined entity.

The business model is commission-based: revenue is generated on policy placement through carrier partnerships, with no publicly disclosed pricing, contract values, or revenue figures. Customer segmentation is hybrid and primarily local/regional, serving individuals, households, and small-to-medium businesses (including a specialized restaurant vertical) across six Midwest states — Illinois, Wisconsin, Indiana, Michigan, Ohio, and Missouri. Operating headcount is reported in the 1-10 band, consistent with a small independent agency rather than a scaling insurance distributor.

Name

Equity Insurance Agency

Legal name

Equity Insurance Agency, Inc.

Website

https://equityinsurance.net

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Equity Insurance Agency is a privately held, independent insurance agency in Lombard, Illinois, founded in 1988, that places personal and commercial P&C policies through roughly 19 national carriers for individuals and small businesses across the Midwest.

Ownership category

akta.pro rank

Product category

Property and Casualty Insurance Agency

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

Keywords

• Independent insurance agency
• Personal insurance coverage
• Commercial insurance solutions
• Property casualty insurance
• Midwest insurance agency

Headquarters

HQ city

Lombard

HQ country

United States

HQ region

North America

Offices1 record

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 Commission Revenue: As an independent insurance agency, Equity Insurance Agency earns commissions from insurance carriers for placing policies with customers. The agency works with multiple national carriers (CNA, Chubb, Progressive, Hartford, Grange, and others) to find comprehensive coverage at competitive prices for both individuals and businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Equity Insurance Agency is an independent insurance agency that sells personal and commercial property and casualty insurance products on behalf of approximately 19 national insurance carriers. The agency distributes auto, home, renters, flood, umbrella, life, recreational vehicle, vacant property, and travel insurance to individuals, and commercial property, liability, commercial vehicle, workers compensation, business owners policies, restaurant, and special event coverage to businesses in the Midwest.

Product overview

Equity Insurance Agency is an independent insurance agency founded in 1988, offering a comprehensive portfolio of personal and commercial insurance products. The agency provides personal insurance lines including Auto, Homeowners, Renters, Flood, Umbrella, Life, Recreational Vehicle, Vacant Property, and Travel insurance. For commercial clients, they offer Commercial Property, Liability, Commercial Vehicle, Workers Compensation, Business Owners Policies (BOP), Restaurant, Commercial Vacant Property, and Special Event insurance. The agency bundles these offerings through partnerships with top national insurance carriers including CNA, Chubb, Bristol West, Progressive, The Hartford, Grange, Kemper, AMTrust, Foremost, Geico, IMT, Liberty Mutual, MetLife, Travelers, and others. Their Business Owners Policy product acts as a bundled package combining equipment protection, hired auto coverage, general liability, property coverage, and medical payments. They also provide online self-service tools for quote requests and certificate of insurance requests.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core, flagship and minor.

• CNAcoreChannel Partner/ Reseller/ DistributorNational insurance carrier providing commercial property and casualty coverage. Equity Insurance Agency sells CNA policies as an independent agent.
• ChubbcoreChannel Partner/ Reseller/ DistributorPremium insurance carrier offering property and casualty products. Agency distributes Chubb coverage as part of their carrier network.
• Progressive InsurancecoreChannel Partner/ Reseller/ DistributorNational auto and property insurance carrier. Agency offers Progressive products to customers seeking competitive auto insurance rates.
• The HartfordcoreChannel Partner/ Reseller/ DistributorNational insurance company providing business and personal insurance products. Equity offers Hartford coverage through their carrier network.
• Grange InsuranceflagshipChannel Partner/ Reseller/ DistributorRegional insurance carrier focused on the Midwest. Agency has earned Grange's Senior Partner designation, indicating a strong preferred partnership relationship.
• Bristol West InsurancecoreChannel Partner/ Reseller/ DistributorAuto insurance carrier. Listed as carrier partner for auto insurance offerings.
• Philadelphia InsurancecoreChannel Partner/ Reseller/ DistributorSpecialty insurance carrier for niche markets. Partner for business insurance solutions.
• Kemper InsurancecoreChannel Partner/ Reseller/ DistributorNational property and casualty insurer. Part of agency's carrier network for various coverage types.
• AMTrust FinancialcoreChannel Partner/ Reseller/ DistributorSpecialty insurance carrier. Agency distributes AMTrust products as part of comprehensive coverage offerings.
• Foremost InsurancecoreChannel Partner/ Reseller/ DistributorSpecialty insurer for recreational vehicles and niche products. Carrier partner for RV and specialty coverage.
• Geico InsurancecoreChannel Partner/ Reseller/ DistributorDirect-to-consumer auto insurer also distributed through independent agents. Agency offers Geico auto insurance options.
• IMT Insurance GroupcoreChannel Partner/ Reseller/ DistributorRegional insurance carrier. Part of agency's carrier network.
• Liberty MutualcoreChannel Partner/ Reseller/ DistributorNational insurance carrier. Carrier partner for auto, home, and business coverage.
• Wadena InsuranceminorChannel Partner/ Reseller/ DistributorRegional insurance carrier. Listed as carrier partner.
• MetLifecoreChannel Partner/ Reseller/ DistributorMajor insurance company offering life, auto, home, and other products. Agency distributes MetLife coverage.
• National GeneralcoreChannel Partner/ Reseller/ DistributorAuto and property insurance carrier. Listed as carrier partner.
• Travelers InsurancecoreChannel Partner/ Reseller/ DistributorNational commercial and personal insurance carrier. Agency offers Travelers products through their carrier network.
• Utica NationalcoreChannel Partner/ Reseller/ DistributorSpecialty insurance carrier. Carrier partner for various commercial and personal lines coverage.
• Lloyd's of LondoncoreChannel Partner/ Reseller/ DistributorGlobal insurance market known for specialty and travel insurance. Agency works with Lloyd's for travel insurance policies offering comprehensive international coverage.
• HCC LifecoreChannel Partner/ Reseller/ DistributorTravel insurance and health insurance provider. Partner for travel insurance coverage options.
• Insurance Company of the State of PennsylvaniaminorChannel Partner/ Reseller/ DistributorAIG subsidiary offering travel insurance products. Carrier partner for travel coverage.
• ChartisminorChannel Partner/ Reseller/ DistributorCommercial and specialty insurance provider now part of Core Specialty. Partner for travel insurance options.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Leavitt Group: Leavitt Group is a multi-state independent insurance agency network operating across the Western and Midwest US, distributing personal and commercial lines through multiple carrier partnerships. It is directly comparable to Equity Insurance Agency in business model (independent agency, multi-carrier, commission-based) and product breadth (personal, commercial, specialty lines).

Broad incumbents

• Goosehead Insurance: Goosehead Insurance is a large publicly traded independent insurance agency distributing personal and commercial lines through a franchise/correspondent model with access to dozens of carriers. It shares Equity's core value proposition of multi-carrier comparison and agency-driven distribution, but operates at vastly greater national scale.
• HUB International: HUB International is one of North America's largest insurance brokerages, distributing property, casualty, life, and commercial lines through regional offices and carrier relationships. It is comparable to Equity in offering agency/brokerage placement across personal and commercial lines, but operates at enterprise scale with national and international reach.
• Arthur J. Gallagher & Co. Arthur J. Gallagher is a global insurance brokerage and risk management firm distributing commercial and personal lines through thousands of producers. It is comparable as a multi-line brokerage serving SMB and mid-market clients across geographies, but at vastly larger scale and with institutional client focus.
• Brown & Brown, Inc. Brown & Brown is a large publicly traded insurance brokerage distributing personal, commercial, and specialty lines through regional offices and carrier partnerships. It shares Equity's agency-based distribution model but operates nationally with significantly more scale and product diversity.
• Lockton Companies: Lockton is the world's largest independent insurance brokerage, distributing commercial and personal lines globally through producer relationships. Comparable to Equity in the independent brokerage model, but Lockton operates at enterprise scale with far deeper specialty and risk management capabilities.
• Brightway Insurance: Brightway Insurance is a large independent insurance agency franchise distributing personal and commercial lines across the Southeast and Midwest US through carrier partnerships. It shares Equity's independent agency, multi-carrier distribution model, but at much greater scale via its franchise network.

Emerging players

• SmartFinancial Insurance: SmartFinancial is a digital independent insurance agency comparing quotes across multiple carriers for personal and commercial lines. Comparable to Equity as a multi-carrier independent agency distributing similar product lines, but with a digital-first model rather than face-to-face consultation.

Others

• Progressive Insurance: Progressive is a major national auto and property insurance carrier that both sells direct and distributes through independent agents including Equity Insurance Agency. It is comparable as both a carrier partner and a competitor on the direct-to-consumer side, illustrating the dual role carriers play in the agency's economics.
• Grange Insurance: Grange Insurance is a Midwest-focused regional insurance carrier and Equity Insurance Agency's flagship carrier partner (with Senior Partner designation). It is comparable as a regional carrier whose products Equity distributes, and as a complementary regional player serving overlapping Midwest geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/EquityIns
• Facebookfacebook.com/pages/Equity-Insurance/272364202795318

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 Equity Insurance Agency