Rich & Cartmill, Inc.

What Rich & Cartmill, Inc. does

Rich & Cartmill, Inc. is a privately-held independent insurance agency founded in 1922 by John R. Cartmill and Irwin D. Rich and headquartered in Tulsa, Oklahoma. The firm operates as a Trusted Choice independent agency distributing commercial insurance, personal insurance, surety and bonding products, and employee benefits through a network of 60+ agents across offices in Tulsa, Oklahoma City, Weatherford (OK), Ozark (MO), and Olathe (KS), with stated reach extending into Texas and Colorado. Its commercial book spans 28+ lines including general liability, workers' compensation, commercial property, cyber liability, professional liability, D&O, EPLI, excess liability, and product liability, alongside industry-specific programs for construction, healthcare, senior living, energy, transportation, manufacturing, education, retail, technology, leisure and hospitality, auto dealers, and farm and ranch. Personal lines include auto, home, umbrella, life, disability, and long-term care.

The agency's core technology stack consists of EPIC, an agency management system used for policy and account administration, and Zywave, which powers the client portal and online policy access (rcins.accountportal.net). No proprietary technology, AI/ML systems, public APIs, or external developer-facing integrations are documented in the available material. The firm does not develop technology products; its differentiation is in advisory, carrier access, and relationship-driven distribution rather than software.

Rich & Cartmill generates revenue primarily through commissions earned on commercial and personal insurance policies placed with its 200+ carrier partners, supplemented by fees on employee benefits administration and surety bond placements. Pricing is quote-based and individually underwritten per risk; the agency does not publish standardized pricing. Distribution is sales-led through direct agent-to-customer relationships, with secondary channels including referrals, industry association networks, and a Zywave-powered self-serve portal for existing clients. Customer segments are segmented horizontally across commercial businesses and personal insurance clients, with bonding and employee benefits as secondary units. The agency is owned by employee-shareholders and has expanded primarily through tuck-in mergers, including Howell-Stone Insurance (2018), Webb, Young & Webb (2019), Bradford-Irwin (2012), and earlier acquisitions, rather than through outside capital.

Name

Rich & Cartmill, Inc.

Legal name

Rich & Cartmill, Inc.

Website

https://rcins.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

251–500 employees

Short description

Rich & Cartmill is a privately-held independent insurance agency founded in 1922 and headquartered in Tulsa, Oklahoma, providing commercial, personal, surety, and employee benefits coverage across Oklahoma, Missouri, Kansas, Texas, and Colorado through 60+ agents and 200+ carrier affiliations.

Ownership category

akta.pro rank

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Offices5 records

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 representing multiple insurance carriers, Rich & Cartmill earns commissions on insurance policies placed with carrier partners. The agency provides both commercial and personal insurance products including property, casualty, liability, workers' compensation, employee benefits, and surety bonds. Revenue is generated through commissions on new business, renewals, and endorsements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Rich & Cartmill, Inc. is an independent insurance agency that places commercial and personal insurance coverage, surety and fidelity bonds, and employee benefits programs on behalf of clients through a network of 60+ agents and 200+ carrier affiliations. The firm earns commissions by matching clients to carriers across property, casualty, liability, workers' compensation, life, disability, long-term care, and industry-specific lines for construction, healthcare, energy, manufacturing, transportation, retail, education, and other verticals.

Product overview

Rich & Cartmill, Inc. is a Trusted Choice® independent insurance agency providing a comprehensive portfolio of commercial and personal insurance products alongside surety and bonding services. The company operates as a single unified insurance advisory practice offering specialized coverage across 28+ distinct commercial insurance lines including property, casualty, liability, workers' compensation, employee benefits, and industry-specific programs for construction, healthcare, energy, transportation, and manufacturing. On the personal side, they provide auto, home, umbrella, life, disability, and long-term care coverage. Their surety division offers notary bonds and commercial bonds. The agency differentiates through risk management services, access to 200+ insurance carrier affiliations, and educational resources like their 'Insurance in a Minute' video series. All products are distributed through a team of 60+ independent agents across Oklahoma, Kansas, and Missouri.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Auto Insurance
• General Liability Insurance
• Commercial Property Insurance
• Cyber Liability Insurance
• Workers' Compensation Insurance
• Professional Liability Insurance
• Directors & Officers Insurance
• Employment Practices Liability Insurance
• Excess Liability Insurance
• Product Liability Insurance
• Employee Benefits
• Risk Management Services
• Disability Insurance
• Surety & Bonding
• Notary Bonds
• Auto Dealers Insurance
• Construction Insurance
• Healthcare Insurance
• Senior Living Insurance
• Energy Business Insurance
• Transportation Insurance
• Manufacturing Insurance
• Education Insurance Plans
• Retail Business Insurance
• Technology Business Insurance
• Leisure & Hospitality Insurance
• Farm & Ranch Insurance
• Non-Profit Organizations Insurance
• Professional & Business Services Insurance
• Personal Auto Insurance
• Homeowners Insurance
• Personal Umbrella Insurance
• Life Insurance
• Long Term Care Insurance

Quantifiable outcome

• 200+ carrier affiliations enabling comprehensive coverage options
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Big I (Independent Insurance Agents)coreChannel Partner/ Reseller/ DistributorMembership and affiliation with the Independent Insurance Agents organization, providing access to industry resources, training, and networking opportunities for the agency's agents.
• Independent Insurance Agents of OklahomacoreChannel Partner/ Reseller/ DistributorActive membership and leadership participation in the state-level independent insurance agents association, with agents serving on boards and committees.
• Trusted ChoicecoreGTM or Marketing PartnerBrand affiliation as a Trusted Choice independent insurance agency, enabling the use of the Trusted Choice brand identity and marketing resources.
• Trusted Choice NetworkminorChannel Partner/ Reseller/ DistributorAccess to network of insurance carriers and partner agencies within the Trusted Choice network for enhanced market reach.
• ChubbminorOthersCollaboration on United Way Day of Caring 2025 volunteer event, with 7 special guests from CHUBB participating alongside Rich & Cartmill team members.
• The Zenith Insurance CompaniesminorOthersPartnership on United Way Day of Caring volunteer event, packaging 14,000 meals for the Community Food Bank of Eastern Oklahoma.

Scale indicators5 records

Recent moves10 records

Expansion highlights4 records

Broad incumbents

• USI Insurance Services: Top-5 U.S. insurance brokerage serving commercial and personal lines nationwide. Represents the upper bound of size and sophistication in R&C's category, framing both competitive dynamics and a roll-up ceiling.
• AssuredPartners: National insurance brokerage built aggressively through roll-up acquisitions of mid-sized independent agencies. Direct strategic acquirer candidate for R&C, operating in the same agency/brokerage model with similar commercial/personal lines and surety capabilities.
• NFP (formerly National Financial Partners): Large diversified insurance brokerage and consulting firm. While broader and PE-backed (since 2013), it is a relevant strategic comparator on brokerage scale and product breadth.

Direct peers

• Foundation Risk Partners: Rapidly growing independent commercial insurance agency formed via roll-up of regional agencies. Comparable acquisition profile and target for a roll-up of R&C's scale.
• Leavitt Group: Privately-held independent insurance agency network with multi-state offices, broad commercial and personal insurance offerings, and affinity group partnerships. Closely mirrors R&C's model as a Trusted Choice agency with regional density and broad carrier relationships.
• Insurance Office of America (IOA): Large privately-held independent insurance agency providing commercial and personal lines across multiple states. Comparable business model to R&C as a Trusted Choice-affiliated agency with multi-state offices and broad carrier access.
• Woodruff-Sawyer & Co. Privately-held independent commercial insurance brokerage offering commercial property/casualty, employee benefits, and surety. Comparable as a regionally anchored mid-sized independent brokerage emphasizing long-term client relationships.
• Higginbotham: Large privately-held independent insurance agency headquartered in Texas serving commercial and personal lines. Highly comparable in terms of regional multi-office footprint, broad carrier appointments, and vertically-specialized industry practices.
• M.J. Insurance: Privately-held, top-100 U.S. insurance agency providing commercial property/casualty, employee benefits, and personal insurance. Comparable as a privately-held agency with multi-state reach and broad carrier appointments.
• BKS Partners: Mid-sized commercial insurance brokerage offering property/casualty, employee benefits, and surety. Similar in scale, multi-state presence, and focus on commercial lines for SMB through mid-market clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC9ooULuVqX2sV9CuXVTxepw
• Facebookfacebook.com/richandcartmillinsuranceandbonds
• LinkedInlinkedin.com/company/rich-&-cartmill-inc
• Instagraminstagram.com/richandcartmill

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Rich & Cartmill, Inc.