ISU Insurance Services

What ISU Insurance Services does

ISU Insurance Services, doing business as The Willingham & Starkey Agency, is a privately held independent insurance agency founded in 1979 and headquartered in Corona, California. The agency sells personal lines (auto, homeowners, life, health, recreational vehicle, farm) and commercial lines (business owners policy, general liability, workers compensation, commercial auto, and 35+ industry-specific coverages) to individuals, families, and small-to-mid-sized businesses primarily in Corona, Norco, Riverside, Eastvale, Anaheim, and Yorba Linda. Operations are led by principals Mike Willingham and Matt Starkey, each with 30+ years of industry experience and multiple professional designations, supported by a small team of account managers handling personal and commercial lines.

The agency operates a broker distribution model with no proprietary technology platform, no mobile app, no API, and no disclosed AI/ML capabilities. Through its affiliation with ISU International — stated to be the 6th largest privately owned insurance broker in the U.S. — ISU Insurance Services quotes across 400+ carriers including Chubb, CNA, Travelers, Nationwide, Liberty Mutual, Progressive, Berkshire Hathaway Guard, and Allied Insurance, enabling multi-carrier placement and coverage gap analysis. Go-to-market is sales-led, executed via direct agent consultation at the Corona office, phone-based service (951-273-3000), and online quote request forms on teamisu.com.

Revenue is generated through carrier commissions on placed policies, with pricing determined per-quote based on customer risk profile and coverage scope. The agency is privately held, with no external private equity or venture capital ownership disclosed, no funding rounds, and no M&A activity. It carries no debt or regulatory actions noted, and operates as a single-office agency focused on a sub-regional California market.

Name

ISU Insurance Services

Legal name

ISU Insurance Services

Website

https://teamisu.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

ISU Insurance Services is a privately held independent insurance agency in Corona, California, brokering personal, commercial, farm, life, and health coverage via the ISU International network of 400+ carriers for individuals, families, and small-to-mid-sized businesses in the Inland Empire and Orange County.

Ownership category

akta.pro rank

Headquarters

HQ city

Corona

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

Revenue model

1. Insurance Commissions: As an independent insurance agency/broker, ISU Insurance Services earns commissions from insurance carriers for placing policies with customers. Revenue is generated through commissions on personal lines (auto, home, life, health) and commercial lines (business, workers compensation, industry-specific coverage).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

ISU Insurance Services is an independent insurance agency and broker that places personal, commercial, farm, life, health, and group benefits insurance policies with customers in California. As an affiliate member of ISU International, the agency accesses 400+ insurance carriers and earns commissions on policies placed. Licensed agents provide personal consultations, coverage gap analysis, and tailored policy matching from a single Corona, CA office.

Product overview

ISU Insurance Services is an independent insurance agency offering a comprehensive portfolio of insurance products and financial services. The agency operates as a broker model, accessing over 400 insurance carriers to provide tailored coverage solutions. Personal products include Auto Insurance (with sub-products for liability, collision, comprehensive, and specialty coverage), Homeowners Insurance (property, liability, renters, condo, and mobile home coverage), Other Personal Insurance (identity theft, umbrella, and data backup), Farm Insurance (owners, livestock, equine, equipment, and structures), Life Insurance (individual, group, disability, and key person coverage), Health Insurance (individual/family, group, dental, vision, and supplemental), Recreational Vehicle Insurance (boat, motorcycle, motorhome, ATV, and snowmobile), and Financial Services (annuities). Commercial offerings include industry-specific coverage for over 35 sectors (alarm contractors, arborists, construction, manufacturing, technology services, etc.) and business coverage products (BOP, general liability, commercial property, umbrella, workers compensation). The agency also provides employee benefits including group health, disability, and voluntary benefits. The company does not offer AI capabilities or public APIs.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle coverage protecting against financial loss from accidents, including liability, collision, comprehensive, medical payments, personal injury protection, uninsured/underinsured motorist, specialty auto, roadside assistance, towing, and rental reimbursement. For individual vehicle owners.
• Homeowners Insurance Property and liability insurance for private residences, including homeowners property coverage, homeowners liability, scheduled property (jewelry, art, collectibles), in-home business, and landlords insurance. For homeowners and residential property owners.
• Renters Insurance Coverage for tenant personal belongings and liability with options for actual cash value or replacement cost reimbursement. For renters.
• Condo Insurance Coverage for condo unit interior, personal belongings, and liability extending beyond the condo association's master policy. For condominium owners.
• Mobile Home Insurance Specialized coverage for manufactured and mobile homes including personal property, liability, and additional living expenses. For mobile home owners.
• Farm Insurance Agricultural insurance for farms and ranches including farm owners, livestock, equine, equipment, dwelling, structures, farm auto, umbrella, and liability coverages. For farmers, ranchers, and agribusiness operators.
• Life Insurance Life and disability coverage including individual life (term and whole), group life, disability income, second-to-die survivorship policies, and key person insurance. For individuals, families, employers, and businesses.
• Health Insurance Health coverage including individual and family plans (HMO, PPO, HSA), group health, dental, vision, temporary, supplemental (including Medicare supplement), medical expense, travel, prescription drug, and health savings accounts. For individuals, families, and employers.
• Recreational Vehicle Insurance Coverage for recreational vehicles including boats (yachts, performance boats, jet skis), motorcycles, motorhomes, ATVs, and snowmobiles with comprehensive protection. For recreational vehicle owners.
• Financial Services (Annuities) Advisory services for financial planning and retirement preparation, including tax-deferred and immediate annuities providing a steady retirement income stream. For individuals planning for retirement.
• Industry-Specific Commercial Insurance Specialized commercial coverage for 35+ industry sectors including alarm contractors, arborists, builders risk, catering, cleaning, construction, contractors, specialty trade contractors, craft breweries, dump trucks, educational facilities, food trucks, handyman, garage, limousine services, maintenance contractors, manufacturing, marijuana, media & advertising, non-profit, nursing home, pool & spa, printers & publishers, real estate, retail, scrap metal, security guards, self-storage, septic contractors, technology services, tow trucks, water well drillers, and veterinary. For businesses in specialized industries.
• Business Owners Policy (BOP) and Commercial Business Coverage Combined property and liability coverage package (BOP) for small businesses, plus additional business coverages including commercial auto, general liability, commercial property, commercial real estate, commercial umbrella, crime, equipment, errors and omissions, fidelity bonds, inland marine, mechanical breakdown, office, product liability, professional liability, small business, storage, surety bonds, technology, trailer, transportation, trucking, van, and workers compensation. For small to mid-sized businesses.
• Group Benefits and Employee Coverage Employer-sponsored group benefit packages including group health insurance, group disability insurance, voluntary (employee-paid) benefits, and group life. For small to mid-sized employers offering employee benefits.
• Other Personal Insurance (Identity Theft, Personal Umbrella, Data Backup) Personal protection products including identity theft insurance covering credit restoration, attorney fees, and identity recovery services; personal umbrella insurance providing excess liability coverage beyond home and auto policy limits; and electronic records backup service to secure servers. For individual consumers.

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

Nine partnerships are on record, tiered core and minor.

• ISU InternationalcoreStrategic or Co-development PartnerISU Insurance Services is an independent agency member of ISU International, the 6th largest privately owned insurance broker in the U.S. This affiliation provides access to offices from coast to coast and representation of over 400 insurance carriers.
• ChubbminorChannel Partner/ Reseller/ DistributorTrusted insurance carrier partner providing personal and commercial insurance products through the agency.
• CNAminorChannel Partner/ Reseller/ DistributorTrusted insurance carrier partner providing commercial insurance products through the agency.
• TravelersminorChannel Partner/ Reseller/ DistributorTrusted insurance carrier partner providing personal and commercial insurance products through the agency.
• NationwideminorChannel Partner/ Reseller/ DistributorTrusted insurance carrier partner providing personal and commercial insurance products through the agency.
• Liberty MutualminorChannel Partner/ Reseller/ DistributorTrusted insurance carrier partner providing personal and commercial insurance products through the agency.
• ProgressiveminorChannel Partner/ Reseller/ DistributorTrusted insurance carrier partner providing auto insurance products through the agency.
• Berkshire Hathaway GuardminorChannel Partner/ Reseller/ DistributorTrusted insurance carrier partner providing commercial insurance products through the agency.
• Allied Insurance (Nationwide)minorChannel Partner/ Reseller/ DistributorPartner providing 24/7 claims service through On Your Side service center and Roadside Assistance Sign and Drive service for auto policyholders.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Acrisure: Large insurance brokerage and financial services firm with a roll-up acquisition strategy of independent agencies. Comparable brokerage model with cross-sell into commercial and personal lines.
• Lockton Companies: Large independent insurance brokerage with strong specialty and commercial practices. Comparable brokerage model across personal, commercial, and benefits, though at much larger scale.
• Hub International: Large North American insurance brokerage operating across personal, commercial, and employee benefits. Comparable as a multi-carrier brokerage serving SMB and mid-market clients, but at substantially larger scale and broader geographic footprint.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm placing coverage across personal, commercial, and specialty lines. Comparable multi-carrier brokerage model, but at vastly larger scale.
• Brown & Brown Insurance: Major U.S. insurance brokerage with diversified personal, commercial, and specialty lines. Comparable brokerage model placing coverage across multiple carriers, but at enterprise scale with national reach.
• Marsh McLennan Agency: Mid-market and commercial-focused brokerage subsidiary of Marsh McLennan. Directly comparable brokerage model serving employers and individuals with property, casualty, and benefits coverage.

Direct peers

• The Horton Group: Independent insurance brokerage offering commercial, personal, and employee benefits coverage. Highly comparable independent agency model serving SMB and mid-market clients with multi-carrier placement.
• Leavitt Group: Independent insurance agency network serving the Western U.S. with comparable personal, commercial, and benefits offerings and similar carrier-brokerage model. Highly relevant peer given parallel independent-agency franchise structure.
• Kapnick Insurance Group: Mid-sized independent insurance agency offering personal, commercial, and benefits coverage through multi-carrier access. Closely comparable independent agency model with similar size and product breadth.
• EPIC Insurance Brokers & Consultants: Mid-market insurance brokerage placing commercial and personal lines across multiple carriers. Comparable independent brokerage model with specialty commercial capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/isusf
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 ISU Insurance Services