Conley Insurance Group
Conley Insurance Group is an independent F&I broker, founded 1967 in Saint Louis, that curates extended service contracts, GAP, ancillary products, and training for automotive, powersports, RV, and marine dealerships across the U.S. Midwest.
- Company typePrivate
- Founded1967
- HeadquartersSaint Louis, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Conley Insurance Group does
Conley Insurance Group is a privately held, independent Finance and Insurance (F&I) broker founded in 1967 and headquartered at 13421 Manchester Road, Suite 204, Saint Louis, Missouri. The company serves franchised and independent automotive dealerships with a comprehensive F&I product portfolio sourced from more than twenty national providers, anchored by Vehicle Service Contracts (Extended Service Contracts) and Guaranteed Asset Protection (GAP) coverage, and supplemented by ancillary products such as tire and wheel coverage, dent protection, key replacement, theft deterrent, and credit life and disability insurance. Conley has extended its product line beyond automotive into Powersports, RV, and Marine service contracts, and also offers dealership marketing programs (Client Command Advertising, APC Direct), collateral protection for financial institutions, and dealer profit participation programs.
The company differentiates through embedded training, compliance monitoring, and in-store F&I specialist support that integrates directly with dealership sales and service teams, rather than acting as a captive product carrier. Technology partners such as MaximTrak (integrated with RouteOne), VisionMenu, Darwin, and MenuMetric provide the menu presentation and F&I management software layer, while Conley's own Selling Strategies Blog, Dealer Needs Analysis (DNA), and training videos function as content and process IP. The business is founder-owned under Mike Conley as President, with no disclosed external funding, acquisitions, or parent company.
Revenue is generated through broker commissions and residuals on F&I product placements with dealer clients under quote-based, multi-year engagements. Go-to-market is direct B2B via field relationships and referral/word-of-mouth from long-tenured enterprise accounts, including Machens Automotive (since 1991), Cardinal Dealership Group (6 rooftops across 4 states), Dave Sinclair Ford Lincoln (since 1967), Joe Machens Ford (since 1993, Missouri's largest dealer group), Weber Automotive Group (since 1996), and Sunset Ford (since 1996). Geographic focus is the U.S. Midwest, with headquarters in Saint Louis and no global footprint claim.
Conley Insurance Group firmographics
Firmographics- Name
- Conley Insurance Group
- Legal name
- Conley Insurance Group, Inc.
- Website
- https://conleyinsurance.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Conley Insurance Group is an independent F&I broker, founded 1967 in Saint Louis, that curates extended service contracts, GAP, ancillary products, and training for automotive, powersports, RV, and marine dealerships across the U.S. Midwest.
- Ownership category
- akta.pro rank
Conley Insurance Group industry classification
Industry- Product category
- Automotive F&I Brokerage
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)
- akta.pro secondary industry
- Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)
Keywords
Where Conley Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Saint Louis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Conley Insurance Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- F&I Products Brokerage: As an independent broker, Conley Insurance Group selects and implements top-performing F&I products for automotive dealers, providing extended service contracts, GAP coverage, ancillary products, and other finance and insurance solutions. Revenue is generated through dealer partnerships and product provider relationships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom F&I solutions for automotive dealers |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Conley Insurance Group product offering
Product offeringCore offering
Conley Insurance Group operates as an independent Finance & Insurance (F&I) broker for automotive dealerships, selecting and integrating top-performing F&I products from national providers. The portfolio includes extended service contracts, GAP coverage, ancillary products (tire/wheel, dent protection, key replacement, theft deterrent), credit life and disability insurance, and specialized coverage for powersports, RV, and marine vehicles. The company complements product brokerage with dedicated F&I training programs, dealer needs analysis, performance coaching, and dealer profit participation programs designed to maximize dealership F&I profitability.
Product overview
Conley Insurance Group operates as an independent F&I broker offering a comprehensive portfolio of Finance & Insurance products and training solutions for automotive dealerships. The core offering includes Extended Service Contracts (Vehicle Service Contracts) and GAP (Guaranteed Asset Protection) as primary products, supplemented by ancillary products such as Credit Life & Disability insurance, tire/wheel coverage, dent protection, theft deterrent, and key replacement. The company also provides specialized products for Powersports, RV, and Marine vehicles. Conley offers dealership marketing solutions including Client Command Advertising and APC Direct, along with financial institution products like Collateral Protection and Dealer Profit Participation Programs. The product portfolio is sourced from over 20 national partners including CNA National, National Auto Care, RoadVantage, Wise F&I, Axiom, and others. The company differentiates through extensive F&I training programs, selling strategies, and dealer needs analysis services.
Differentiator
Problem solved
Functional benefit
Products and services
- Extended Service Contracts Warranties Vehicle service contracts (VSC) providing full-mechanical, bumper-to-bumper, or powertrain coverage for new, used, and high-mileage vehicles. Sold to franchised and independent automotive dealerships as part of Conley's F&I product portfolio.
- GAP (Guaranteed Asset Protection) Guaranteed Asset Protection covering the gap between insurance payout and loan balance in case of total loss, plus up to $1,000 deductible reimbursement. Distributed to automotive dealerships through Conley's broker relationships.
- Ancillary F&I Products Additional F&I products including tire and wheel coverage, ding shield/paintless dent repair, theft deterrent, key replacement, and appearance protection. Offered to automotive dealerships as add-on revenue products alongside core F&I offerings.
- Credit Life & Disability Insurance Credit insurance products that protect vehicle loans by providing benefits in the event of death or disability. Provided to automotive dealership F&I departments as a customer-financing protection option.
- Powersports F&I Products F&I products and service contracts designed for powersports vehicles including motorcycles and ATVs. Sold to powersports dealerships through Conley's independent broker channel.
- RV F&I Products F&I products and service contracts for recreational vehicles. Distributed to RV dealerships via Conley's broker relationships with providers such as NAE/NWAN.
- Marine F&I Products F&I products and service contracts for marine/watercraft vehicles. Offered to marine dealerships through Conley's independent broker channel.
- Client Command Advertising Direct marketing program with pay-for-performance model and sales guarantee, providing additional dealer income from call center sales and mailer walk-in purchases. Sold to automotive dealerships as a marketing/lead-generation add-on.
- APC Direct Service Marketing Data analysis-driven service contract targeting program covering all setup costs as a turnkey solution. Sold to automotive dealerships as a service-lane customer reactivation and contract sales tool.
- Collateral Protection Protection products for financial institutions covering vehicle collateral on auto loan portfolios. Sold directly to banks, credit unions, and other lenders.
- Dealer Profit Participation Programs Programs allowing dealers to participate in profits generated by F&I products sold at their dealerships, supplementing per-product resale income. Sold to automotive dealers as an alternative compensation structure.
- F&I Training Services Comprehensive F&I training services including Dealer Needs Analysis (DNA), Finance Insurance training, offsite and in-store specialist training, training videos, training tips, and the Selling Strategies blog. Sold to automotive dealerships to improve F&I product penetration, menu presentation, objection handling, and compliance performance.
Quantifiable outcome
- Dealers consistently report increased profitability, volume, and customer satisfaction through Conley Insurance Group partnerships
Companies that use Conley Insurance Group
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles2 records
Conley Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Conley Insurance Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- CNA NationalcoreCNA National has been committed to providing automobile dealers and their customers with programs including extended service contracts, lifetime warranties, tire coverage, and more for over 35 years.
- Premier Dealer Services (PDS)corePremier Dealer Services provides loyalty-driving programs with advanced software and support to help dealers expedite sales and submissions efficiently.
- National Automotive Experts (NAE/NWAN)coreNational Automotive Experts provides innovative, ground-breaking solutions including service contracts for RVs, powersports, and high mileage vehicles with customizable administrative services.
- Wise F&IcoreWise F&I delivers comprehensive F&I services with lightning-fast service and commitment to both consumers and dealerships.
- Dent WizardcoreDent Wizard's Ding Shield Program creates revenue streams for dealerships through dent removal protection with certified technicians across the US and Canada.
- National Auto Care (NAC)coreEstablished in 1984, NAC provides vehicle service contracts, GAP, limited warranty, tire/wheel, and ancillary products to over 6,000 dealerships and financial institutions. Named Top Workplace four years running.
- AxiomcoreFull-service F&I product provider modernizing automotive space with innovative protection programs and interactive technology, headquartered in St. Louis with global offices.
- RoadVantagecore#1-rated F&I provider with Diamond Dealers' Choice Awards for three years running, 98% claims approved in 7 minutes or less, and 99% claims paid within 1 hour.
- Protective Asset ProtectioncoreOver 55 years providing F&I solutions for automotive industry including vehicle protection plans, GAP coverage, limited warranties, and ancillary products.
- ZurichcoreLeading multi-line insurer serving people and businesses in more than 200 countries and territories, founded 150 years ago.
- PortfoliocoreIndustry leader founded in 1989 with 18 Dealers' Choice Awards and workplace awards, acquired NAE/NWAN in 2020 for combined customer service excellence.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Conley Insurance Group competitors and assessment
Company assessmentDirect peers
- Resource One (now part of Brown & Brown): Resource One was a major F&I agency serving automotive dealers with products, training, and reinsurance capabilities, acquired by Brown & Brown. Direct competitor in the F&I product distribution and dealer training space.
- Portfolio (Protective Asset Protection parent): Portfolio is an industry-leading F&I product administrator founded in 1989 with 18 Dealers' Choice Awards. Partner of Conley, it also provides products and services directly to automotive dealers nationwide.
- Safe-Guard Products International: Safe-Guard is one of the largest administrators of F&I products including vehicle service contracts, GAP, and ancillary products for automotive dealers nationwide. Direct comparable in product portfolio and dealer-facing F&I product administration.
- Wise F&I: Wise F&I delivers comprehensive F&I services including extended service contracts, GAP, and ancillary products to automotive dealerships. Conley partner that also operates as a direct provider, making it a peer in product distribution.
- United Dealer Services: United Dealer Services is an F&I product provider focused on automotive dealers in the Midwest, offering extended service contracts, GAP, and ancillary products. Regional direct peer with overlapping geography and product mix.
- CNA National Warranty Corporation: CNA National is a leading administrator of vehicle service contracts and F&I products, serving automobile dealers for over 35 years. A core Conley partner, CNA National also distributes products directly to dealers, making it a competitive peer.
- RoadVantage: RoadVantage is a Diamond Dealers' Choice Award-winning F&I provider offering service contracts, GAP, and ancillary products with industry-leading claims speed. As a partner of Conley, it also sells directly to dealers and competes for the same product placement.
- GSFSGroup: GSFSGroup is one of the largest independent F&I product providers and aftermarket agents in the U.S., serving automotive dealers with extended service contracts, GAP, and ancillary products. Directly comparable to Conley as a multi-product F&I intermediary for franchised auto dealers.
- National Auto Care (NAC): NAC is an established F&I product provider since 1984, serving over 6,000 dealerships with vehicle service contracts, GAP, and ancillary products. Listed as a Conley partner, NAC also operates as a direct provider competing for the same dealer relationships.
- American Financial & Automotive Services: American Financial & Automotive Services is an F&I products and services provider focused on automotive dealers, offering service contracts, GAP, and ancillary products with training and compliance support. Operates a similar product-broker-plus-services model to Conley Insurance Group.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Conley Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Conley Insurance Group leadership team
Management profileNumber of profiles
Profiles2 records
Conley Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Conley Insurance Group 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 Conley Insurance Group
What does Conley Insurance Group do?
Conley Insurance Group operates as an independent Finance & Insurance (F&I) broker for automotive dealerships, selecting and integrating top-performing F&I products from national providers. The portfolio includes extended service contracts, GAP coverage, ancillary products (tire/wheel, dent protection, key replacement, theft deterrent), credit life and disability insurance, and specialized coverage for powersports, RV, and marine vehicles. The company complements product brokerage with dedicated F&I training programs, dealer needs analysis, performance coaching, and dealer profit participation programs designed to maximize dealership F&I profitability.
Is Conley Insurance Group a public or private company?
Conley Insurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Conley Insurance Group founded?
Conley Insurance Group was founded in 1967. It employs 11 to 50 people.
Where is Conley Insurance Group based?
Conley Insurance Group is headquartered in Saint Louis, United States, in the North America region.
How does Conley Insurance Group make money?
One revenue line is on record: F&I Products Brokerage.
Who are Conley Insurance Group's main competitors?
Direct peers on record are Resource One (now part of Brown & Brown), Portfolio (Protective Asset Protection parent), Safe-Guard Products International, Wise F&I, United Dealer Services, CNA National Warranty Corporation, RoadVantage, GSFSGroup, National Auto Care (NAC) and American Financial & Automotive Services.
Does Conley Insurance Group have an API?
No public API is recorded for Conley Insurance Group.
What industry is Conley Insurance Group in?
Conley Insurance Group's product category is Automotive F&I Brokerage. Its primary akta.pro industry code is FSAJALAD, Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors), with a secondary code of FSAEADAJ, Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines). Its NAICS code is 524210 and its SIC code is 6411.