What Olson Insurance does

Olson Insurance, formally Norman G. Olson Insurance Agency, Inc., is a family-owned independent insurance agency founded in 1957 and headquartered in Evergreen Park, Illinois. The company operates a multi-line insurance brokerage with 17 branch offices across 12 U.S. states, representing multiple carrier partners to deliver competitive pricing and product breadth across personal, commercial, and specialty insurance. Its product portfolio is organized into four major lines: Personal Insurance (auto, home, life, health, recreational vehicles, umbrella, and niche coverages such as wedding, aviation, pet, and farm); Business Insurance (general liability, workers compensation, commercial property, cyber, professional/E&O, D&O, EPLI, and industry-specific packages for restaurants, contractors, and hospitality); Specialty Insurance (transportation/trucking with access to 30+ markets, sports leagues and events, film production coverage up to $30M budgets, and surety & bonding with capacity up to $500M+ through A.M. Best A Rated sureties); and Employee Benefits/Medicare navigation. Sports sponsorships (USPHL, Chicago Cougars, Chicago Crush) extend the brand into the junior-hockey community.

Revenue is generated primarily through affiliate-style commissions from multiple insurance carrier partnerships (Personal and Commercial/Specialty lines), supplemented by professional-services revenue from a book transfer and perpetuation advisory practice that assists other independent agencies with ownership transitions and acquisitions. Distribution combines a sales-led field motion through 17 physical branches with direct-to-consumer self-service via the Consumer Rate Quotes instant-quote portal. The technology stack centers on the NexSure VIP Client Experience platform for policy management, unlimited certificate-of-insurance issuance, and paperless document handling, augmented by multilingual interpreter services supporting 100+ languages and direct data-line integrations with carrier systems. Customer segments span individuals and families (primary), commercial accounts across construction, transportation, hospitality, and restaurants, plus niche specialty buyers in film production, sports leagues, and bonding-intensive industries.

Olson Insurance is in its second generation of family leadership: Norman Gunnar Olson serves as Chairman Emeritus, Jeff Olson as President, and Pete Olson as Vice President, with a senior officer bench that includes Chief Strategy Officer Ernesto Martinez, VP/Senior CSO Joe DiCiolla, Chief Underwriting Officer Mike Guziak, Director of Transportation Larry Daly (since 2010), and a dedicated M&A relationship manager (Jim Sandberg). The firm has accumulated operational scale (101-250 employees), geographic breadth (12 states), and carrier breadth across 30+ trucking markets and A-rated sureties licensed in all 50 states, but operates without external institutional capital and has not pursued any strategic exit. Its competitive identity rests on multi-carrier access, claims advocacy, niche specialty expertise, and longevity-based trust signals rather than proprietary technology or AI-driven differentiation.

Name

Olson Insurance

Legal name

Norman G. Olson Insurance Agency, Inc.

Website

https://olson-ins.com

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

101–250 employees

Short description

Olson Insurance is a family-owned independent insurance agency operating 17 branches across 12 U.S. states, providing personal, commercial, transportation, sports, and film production insurance through multiple carrier partnerships and a book transfer advisory practice.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Surety Insurance (6351)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Independent insurance agency
• Commercial insurance brokerage
• Personal insurance services
• Surety bonding solutions
• Commercial trucking insurance

Headquarters

HQ city

Evergreen Park

HQ country

United States

HQ region

North America

Offices17 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 Commissions: As an independent insurance agency, Olson Insurance earns commissions from multiple insurance carrier partnerships for placing business. They work with many insurance companies to offer competitive pricing and broad product choice to customers.
2. Book Transfer Services: Assists agencies in transferring books of business with competitive commission splits as part of their perpetuation and acquisitions services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Olson Insurance Group is an independent insurance agency that places personal, commercial, and specialty insurance coverage on behalf of clients through multiple insurance carrier relationships. The agency operates 17 branch offices across 12 U.S. states and earns commissions by matching customers with carrier policies spanning auto, home, life, business, transportation, sports, film production, and surety/bonding lines.

Product overview

Olson Insurance Group is an independent insurance agency founded in 1957 offering a comprehensive portfolio of insurance products and services through multiple business lines. The company operates as a multi-branch insurance brokerage with offices across the United States, providing both personal and commercial insurance solutions. Their product portfolio consists of Personal Insurance products (auto, home, life, health, boat, motorcycle, RV, umbrella, and specialty coverages like wedding, aviation, and farm insurance), Business Insurance products (general liability, commercial property, workers compensation, cyber liability, professional liability/E&O, D&O, EPLI, and industry-specific coverages like restaurant, contractor, and hotel insurance), Specialty Insurance products (film production insurance, sports insurance, transportation/trucking insurance, and surety & bonding services), and Employee Benefits (health, life, disability, dental, and vision). The company also operates a VIP Client Experience platform using NexSure technology for policy management and certificate issuance. As a Trusted Choice independent agency, they represent multiple insurance carriers to offer competitive pricing and customized coverage solutions.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Average annual auto insurance savings of $682 for clients who compared policies
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• USPHL PremierminorGTM or Marketing PartnerSports insurance partnership and sponsorship. Olson Insurance provides insurance coverage for the hockey league and sponsors USPHL Premier teams.
• Chicago Cougars Hockey ClubminorGTM or Marketing PartnerJunior hockey team sponsorship. Olson Insurance sponsors the Chicago Cougars Junior Hockey Club as part of their sports marketing and community involvement.
• Chicago Crush Junior Hockey ClubminorGTM or Marketing PartnerJunior hockey team sponsorship. Olson Insurance sponsors the Chicago Crush Junior Hockey Club with a winning team mentality.
• Empowering Girls for LifeminorGTM or Marketing PartnerCommunity partnership providing internships, mentorships, and sales training for young women in partnership with the Empowering Girls for Life organization.
• Independent Insurance Agents & Brokers of America (Big I)coreStrategic or Co-development PartnerMembership organization for independent insurance agents. Provides Trusted Choice® designation, industry advocacy, and professional development resources.
• A.M. Best A Rated SuretiescoreChannel Partner/ Reseller/ DistributorNetwork of A.M. Best A Rated, US Treasury Listed sureties licensed to do business in all 50 States with bonding capacity up to $500 million+ for construction, performance, and commercial bonds.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• USI Insurance Services:

Direct peers

• Leavitt Group: Family-owned, multi-state independent insurance agency offering personal, commercial, and specialty lines through a branch network. Highly comparable to Olson in ownership structure, multi-carrier model, and geographic dispersion.
• TrueNorth Companies: Mid-market independent agency and brokerage serving personal and commercial clients across multiple U.S. states with specialty risk solutions. Comparable to Olson in scale, multi-state footprint, and broker-led model.
• The Horton Group: Independent insurance, benefits, and risk advisory firm with multiple offices across the Midwest and Southeast. Comparable to Olson in independent agency model, multi-line offerings (personal, commercial, surety, benefits), and mid-market commercial focus.

Broad incumbents

• AssuredPartners: Large, PE-backed U.S. insurance brokerage rapidly consolidating independent agencies across personal and commercial lines. Directly competes with Olson for acquisitions and is a national-scale comparable operating in the same independent-agency category.
• Brown & Brown, Inc. Publicly traded national insurance brokerage with deep personal, commercial, and specialty programs including transportation. Comparable to Olson in multi-line offering and specialty transportation practice, though much larger.
• Hub International: Large North American insurance brokerage with a strong middle-market commercial and specialty practice. Comparable to Olson's commercial and employee-benefits offerings at significantly greater scale.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with deep specialty practices including transportation, surety, and entertainment. Comparable in product breadth and specialty niches (transportation, film/sports), though vastly larger.

Regional players

• Morstan General Insurance Agency: Independent personal and commercial lines agency serving the Northeast with multiple branch locations. Comparable to Olson in independent agency structure and multi-line offerings, but with regional rather than national focus.

Emerging players

• Consilio Risk Management / Transportation Specialty Brokers: Specialty-focused independent broker with emphasis on transportation, commercial trucking, and risk management. Comparable to Olson's trucking program (30+ markets) and is a likely competitor for fleet and owner-operator accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/InsureRiteNGO
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/insure-rite-norman-g--olson-insurance
• Xx.com/olsoninsgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries3 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 Olson Insurance