Smart Insurance Agency

What Smart Insurance Agency does

Smart Insurance Agency, Inc. is a privately held, family-owned independent insurance brokerage founded in 1958 in Marionville, Missouri, and currently led by third-generation owners Lauren (Smart) Layman and Nicholas Layman. The firm represents multiple insurance carriers and distributes personal lines (auto, home, life, umbrella, recreational vehicles), commercial lines (contractors, commercial auto, BOP, professional liability, workers compensation, cyber, and other specialty coverages), and Senior Benefits (Medicare Advantage, Medicare Supplement, Medicare Part D, and long-term care) to individuals, families, and small-to-mid-size businesses across Southwest Missouri.

The agency does not build proprietary technology; it relies on standard industry tools for quoting, policy management, and CRM, with customer acquisition supported by online multi-step quote forms, Google reviews, content marketing via an educational blog, organic social (Facebook, Instagram), quarterly newsletters, and the 'Smart Supports' charitable referral program. Distribution is direct—through a single office at 27 E Washington Ave in Marionville plus phone and email—with agents providing personalized service and claims advocacy across the quote-to-renewal lifecycle.

The business model is commission-based: revenue is earned as a recurring percentage of policy premiums paid to the multiple carriers represented by the agency, on books serving 2,000+ customers. The pricing model is quote-based and tailored to individual risk profiles, with no public pricing tiers. There are no public funding events, no parent company, no subsidiaries, and no operating geographies outside Southwest Missouri.

Name

Smart Insurance Agency

Legal name

Smart Insurance Agency, Inc.

Website

https://smartinsuranceagency.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

1–10 employees

Short description

Smart Insurance Agency is a family-owned independent insurance brokerage in Marionville, Missouri, providing personal, commercial, and Medicare insurance products from multiple carriers to individuals, families, and small businesses across Southwest Missouri.

Ownership category

akta.pro rank

Product category

Independent Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

Keywords

• Independent insurance agency
• Personal insurance coverage
• Commercial insurance brokerage
• Medicare insurance guidance
• Multi-carrier insurance agent

Headquarters

HQ city

Marionville

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 Carrier Commissions: As an independent insurance agency, Smart Insurance Agency earns commissions from insurance carriers for policies sold and renewed. Commissions are typically a percentage of the premium paid by customers. The agency represents multiple financially sound, reputable insurance companies and works on behalf of customers to find appropriate coverage.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Smart Insurance Agency is a family-owned independent insurance agency in Southwest Missouri that represents multiple insurance carriers and brokers personal, commercial, and senior-benefits insurance products to individuals, families, and small-to-mid-size businesses. The agency earns commissions from carriers for policies sold and renewed, providing quote comparison, claims advocacy, and ongoing policy service.

Product overview

Smart Insurance Agency is an independent insurance agency offering a comprehensive portfolio of insurance products across personal, commercial, and senior benefits categories. The agency operates as a full-service insurance broker representing multiple carriers, providing personalized insurance solutions rather than a single unified technology product. Personal insurance products include life, auto, homeowners, umbrella, condo/renters, and recreational vehicle coverage. Commercial insurance offerings encompass contractors insurance, business owners packages, professional liability, workers compensation, commercial auto, commercial property, general liability, cyber liability, EPLI, and various specialized coverages. Senior benefits products include Medicare Advantage, Medicare Supplement, Medicare Prescription Drug Plans, and Long Term Care Insurance. The agency emphasizes its independent status to shop multiple carriers for clients and provides quote comparison services through an online form.

Differentiator

Problem solved

Functional benefit

Brands

• SMART Supports: A charitable referral program where the agency donates to local charities for each referral received and holds quarterly drawings for referring customers.

Products and services

• Life Insurance
• Auto Insurance Vehicle insurance covering collision, comprehensive, bodily injury liability, property damage, and uninsured/under-insured motorist coverage for personal-use vehicles.
• Homeowners Insurance Insurance protecting the home structure, personal property, liability, and loss of use for homeowners and renters in Southwest Missouri.
• Umbrella Insurance Stand-alone personal liability policy providing additional coverage limits above homeowners and auto insurance policies for individuals and families.
• Condo & Renters Insurance H0-6 policy covering condo unit interiors and personal belongings where association insurance stops, also available for renters.
• Boat, Motorcycle, RV, & ATV Insurance Specialized coverage for recreational vehicles and watercraft including boats, motorcycles, RVs, and all-terrain vehicles, covering various motorcycle types such as street cycles, cruisers, touring bikes, dirt bikes, and ATVs.
• Contractors Insurance General liability and business owners policy coverage for independent contractors including plumbers, electricians, carpenters, and other tradesmen.
• Commercial Property Insurance Coverage for commercial buildings and business personal property including computers, inventory, and valuable papers against fire, burglary, and vandalism.
• Commercial Auto Insurance Insurance for business vehicles including company cars, cargo vans, limos, taxis, buses, SUVs, and pickup trucks used for commercial purposes.
• Business Owners Package (BOP) Bundled commercial insurance package combining property, liability, and casualty coverage tailored for small businesses.
• Professional Liability Insurance Errors & Omissions coverage for professionals including lawyers, doctors, architects, IT professionals, real estate brokers, consultants, and engineers.
• Workers Compensation Insurance
• General Liability Insurance Foundation commercial coverage providing bodily injury and property damage protection for businesses including contractors, retail stores, plumbers, professional offices, and electricians.
• Cyber Liability Insurance Coverage for data breaches, ransomware attacks, system recovery, business interruption, and regulatory fines for small businesses.
• Employment Practices Liability Insurance (EPLI) Protection against employee lawsuits claiming discrimination, wrongful termination, harassment, and other workplace-related claims.
• Inland Marine Insurance Coverage for goods in transit, installation floater, and equipment being transported or stored off-site.
• Builders Risk Insurance Coverage for buildings under construction including materials and ongoing work.
• Church Insurance Specialized coverage for churches and religious organizations including property and liability protection.
• Restaurant Insurance Package coverage for restaurants including property, liability, spoilage, and commercial auto coverage.
• Liquor Liability Insurance Coverage for businesses serving alcohol against claims related to alcohol-related incidents.
• Rental Property Insurance Specialty dwelling policy for rental properties or unoccupied homes requiring different coverage than traditional homeowners insurance.
• Commercial Umbrella Policy Commercial umbrella liability coverage extending protection above standard commercial policy limits.
• Bonds Surety bonds for commercial clients including contractors and business owners.
• Medicare Insurance Guidance Medicare coverage guidance including Original Medicare versus Medicare Advantage comparison and enrollment period management for seniors in Southwest Missouri.
• Medicare Advantage Plans Medicare Part C alternative administered by private insurance companies combining hospital, medical, and prescription drug coverages.
• Medicare Supplement Insurance Medicare gap insurance covering the 20% cost-sharing difference between Medicare-billed amounts and what Medicare actually covers.
• Medicare Prescription Drug Plans Medicare Part D prescription drug coverage helping beneficiaries afford medications with annual formulary reviews.
• Long Term Care Insurance Coverage for long term care expenses including traditional LTC policies and creative flexible insurance products for retirement planning.

Quantifiable outcome

• Over 60 years of continuous operation serving Southwest Missouri
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Erie Insurance: Mid-size regional P&C carrier with a strong captive agent model across the Midwest and Mid-Atlantic, including Missouri. Comparable in personal/auto/home focus and small-town agency distribution, though Erie issues policies directly rather than as an independent broker.
• Shelter Insurance: Missouri-headquartered regional mutual insurer selling personal, commercial, and life products through captive agents across the central U.S. Closely comparable in geographic concentration around Southwest Missouri and small-town distribution model.

Broad incumbents

• American Family Insurance: Large mutual insurer with a heavy Midwest agency footprint, selling personal and commercial lines through captive agents. Comparable in customer segment (rural/suburban families and small businesses) and Missouri presence, though AmFam is a carrier rather than an independent broker.
• State Farm: Largest U.S. personal lines insurer operating through a captive agent model with deep rural and small-town penetration. Comparable target customer (individuals, families, small businesses) and product set (auto, home, life), but State Farm is a direct carrier and significantly larger.
• Farmers Insurance: National multi-line insurer with a heavy captive and exclusive agent distribution network serving personal and small commercial customers. Comparable product mix and customer base, including Missouri operations, though as a carrier it is much larger than Smart Insurance Agency.
• Allstate: Large national personal lines carrier with strong direct and exclusive agent distribution. Comparable in personal auto/home/life focus and Missouri presence, though Allstate's scale, direct-to-consumer push, and carrier-owned distribution are structurally different from an independent broker.

Direct peers

• Goosehead Insurance: Public independent insurance agency franchise distributing personal, commercial, and life products across multiple carriers. Closely comparable business model (multi-carrier independent brokerage) and product mix, though Goosehead operates at materially larger scale and as a franchise system.
• Brightway Insurance: Franchise-based independent insurance agency retailing personal, commercial, and specialty lines across multiple carriers. Directly comparable as an independent broker/agency model with similar product breadth, though Brightway is a franchise retail network.

Emerging players

• Policygenius: Digital insurance broker/marketplace distributing life, home, auto, and disability coverage across multiple carriers online. Comparable as a multi-carrier intermediary, though operating purely online and without the local Missouri agency footprint.
• Insurify: Online insurance comparison platform aggregating auto and home quotes from multiple carriers. Comparable as a multi-carrier distribution layer for personal lines, though digital-only and competing for the same customers that Smart Insurance Agency serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/smartinsurancemarionville
• Instagraminstagram.com/smartinsagency
• LinkedInlinkedin.com/company/smartinsuranceagencyinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Smart Insurance Agency