Mid-State Insurance
Mid-State Insurance is a privately held independent insurance agency in Mequon, Wisconsin, representing nearly 100 carriers and serving over 3,000 Wisconsin clients across business, personal, health, life, and employee benefits lines. Founded in 1986, the agency operates on a recurring commission model with a sales-led, referral-driven go-to-market.
- Company typePrivate
- Founded1986
- HeadquartersMequon, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Mid-State Insurance does
Mid-State Insurance is a privately held independent insurance agency founded in 1986 by Joe LaBarbera and headquartered at 7105 W Mequon Road, Mequon, Wisconsin. The firm operates as a full-service, multi-line brokerage representing nearly 100 insurance carriers and serving over 3,000 clients across Wisconsin. Its core product portfolio spans business insurance, personal insurance (home, auto, umbrella, life), health insurance, and employee benefits (life, disability, accident, critical illness, cancer, gap and hospital indemnity). The agency also operates the ENERGIZE wellness incentives program, extending beyond traditional brokerage into employer-sponsored wellness.
The business model is commission-based and recurring: revenue is generated through carrier commissions on placed and renewed policies across personal, commercial, health, and group benefits lines. Go-to-market is sales-led, executed by a team of approximately 15 licensed account executives and account managers across commercial lines, personal lines, employee benefits, and front-office functions, supported by a Zywave-powered client portal for self-serve account access. Customer acquisition is overwhelmingly referral-driven, with nearly 80% of new clients sourced from existing satisfied customers — a strong indicator of retention and relationship stickiness within the Wisconsin footprint.
The agency is entirely founder-owned, with no institutional investors, parent company, M&A history, or external funding events disclosed. Leadership is concentrated under Joe LaBarbera (President and Founder), Cody Buth (VP of Strategy and Business Development), with directors overseeing Commercial Lines and Marketing. Mid-State maintains active community engagement through the Mequon-Thiensville Chamber of Commerce, an annual Holiday Give-Back event, and a strategic partnership with the Community Associations Institute of Wisconsin (CAI-WI), where Director of Commercial Lines Erica Joyce serves as President-Elect — supporting a long-standing specialization in condominium and HOA association insurance.
Mid-State Insurance firmographics
Firmographics- Name
- Mid-State Insurance
- Legal name
- Mid-State Insurance
- Website
- https://midstateis.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mid-State Insurance is a privately held independent insurance agency in Mequon, Wisconsin, representing nearly 100 carriers and serving over 3,000 Wisconsin clients across business, personal, health, life, and employee benefits lines. Founded in 1986, the agency operates on a recurring commission model with a sales-led, referral-driven go-to-market.
- Ownership category
- akta.pro rank
Mid-State Insurance industry classification
Industry- Product category
- Insurance Brokerage
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421), Other Insurance Related Activities (52429)
- SIC
- Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)
- akta.pro primary industry
- Mid-Market Commercial Package (Package Policies) (FSAJAFAB)
- akta.pro secondary industry
- Small Group Health Insurance (2–50/100) (FSAIAFAD)
Keywords
Where Mid-State Insurance is headquartered
LocationHeadquarters
- HQ city
- Mequon
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mid-State Insurance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Insurance Commissions: Mid-State Insurance earns revenue through commissions paid by insurance carriers for policies placed. As an independent agency representing nearly 100 insurance companies, they earn commissions on each policy sold and renewed. This is a recurring revenue model tied to client policy renewals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Insurance policies are individually quoted based on risk assessment |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Mid-State Insurance product offering
Product offeringCore offering
Mid-State Insurance is a full-service independent insurance agency representing nearly 100 insurance carriers and selling business, personal, health, life, and employee benefits insurance to individuals, families, and businesses. The agency matches client coverage needs with carriers from its provider network and earns commissions on placed and renewed policies, operating as a single-source supplier for comprehensive insurance and risk management services.
Product overview
Mid-State Insurance is a full-service independent insurance agency offering a comprehensive portfolio of insurance products across multiple categories. The agency operates as a traditional insurance brokerage, representing nearly 100 insurance providers to serve over 3,000 clients statewide. Their core offerings include Personal Insurance (homeowner's, auto, umbrella, and life insurance), Business/Commercial Insurance, Health Insurance, and Employee Benefits packages. The company provides tailored insurance programs by matching client needs with appropriate carriers from their provider network. As a multi-line agency, Mid-State Insurance offers both individual policies and bundled coverage solutions for individuals, families, and businesses, functioning as a single-source supplier for comprehensive insurance and risk management services.
Differentiator
Problem solved
Functional benefit
Brands
- ENERGIZE: A health and wellness incentives program by Mid-State Insurance
Products and services
- Personal Insurance Personal insurance package covering homeowner's, auto, umbrella liability, and life insurance for individuals and families in Wisconsin.
- Business Insurance Commercial insurance program covering business property, liability, workers compensation, and risk management solutions for small and medium-sized businesses.
- Health Insurance Health insurance coverage including individual and group health plans sold to individuals, families, and businesses.
- Life Insurance Life insurance products including term and permanent (whole life, universal life) coverage providing lifelong protection and cash value accumulation for individuals and families.
- Employee Benefits Worksite and employer-sponsored benefits including life, disability, accident, critical illness, cancer, gap, and hospital indemnity coverage for employer benefit programs.
- Homeowner's Insurance Package policy covering damage to the home and personal property plus liability for injuries and property damage caused by the policyholder or family members, including household pets.
- Auto Insurance Personal auto policy protecting individuals and families against financial loss in the event of an accident, with coverage options for various driving situations.
- Umbrella Liability Coverage Personal umbrella liability policy providing an extra layer of coverage over standard liability policies, protecting personal assets when standard coverage limits are exhausted.
- Condominium Insurance Specialized insurance coverage for condominium associations and unit owners addressing the unique risk exposures of condo communities, including common-area, association liability, and governance risks.
Quantifiable outcome
- Nearly 80% of new clients are referred by satisfied customers
- +2 more outcomes
Companies that use Mid-State Insurance
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Mid-State Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mid-State Insurance partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor, core and supporting.
- Alex's Lemonade StandminorAnnual Holiday Give-Back Event partner supporting childhood cancer research. The 2025 holiday event benefits Alex's Lemonade Stand Foundation, funding research, raising awareness, and supporting families impacted by childhood cancer.
- Community Associations Institute of Wisconsin (CAI-WI)coreMid-State Insurance is a proud CAI business partner and has served condo associations for over 35 years. Erica Joyce serves as President-Elect of CAI-WI Board of Directors. CAI is an international membership organization dedicated to building better communities.
- Advocates of OzaukeeminorAnnual Holiday Give-Back Event donation recipient. Collected toys, toiletries, gift cards, and essentials for families in need through community event.
- ZywavesupportingTechnology partner providing client portal services for Mid-State Insurance customers to access account information and manage services online.
Scale indicators5 records
Recent moves10 records
Expansion highlights4 records
Mid-State Insurance competitors and assessment
Company assessmentDirect peers
- Hausmann Group: Hausmann Group is a Midwest-based independent insurance brokerage offering personal, commercial, and employee benefits solutions. Comparable to Mid-State as a regional multi-line independent agency with similar geographic and customer overlap.
- Goosehead Insurance: Goosehead Insurance is an independent personal-lines agency distributing coverage from multiple carriers with a digital client experience. Comparable to Mid-State's personal-lines agency model while operating at significantly greater scale.
- M3 Insurance: M3 Insurance is a Wisconsin-based independent insurance brokerage offering business, personal, employee benefits, and risk management solutions across multiple carriers. Comparable to Mid-State as another Midwest-rooted, multi-line independent agency serving SMB clients.
- Brightway Insurance: Brightway Insurance is a franchise-based independent insurance agency distributing home, auto, and commercial coverage from multiple carriers. Comparable to Mid-State as an independent multi-carrier agency model, though delivered through a franchise network.
- R&R Insurance Group: R&R Insurance Group is a Wisconsin-headquartered independent insurance agency providing personal, commercial, and employee benefits coverage. Comparable to Mid-State in regional focus, multi-line offerings, and independent brokerage model.
Regional players
- West Bend Mutual Insurance: West Bend Mutual Insurance is a Wisconsin-based regional P&C carrier. Comparable to Mid-State as a Wisconsin-anchored insurance counterpart; relevant given Mid-State represents West Bend-area carriers and competes for similar SMB clients.
- Acuity Insurance: Acuity Insurance is a regional P&C carrier headquartered in Wisconsin. Comparable to Mid-State as a Wisconsin-anchored insurance brand serving personal and commercial lines, though operating as a carrier rather than an agency.
Others
- Independent Insurance Agents of Wisconsin: IIAW is the Wisconsin state affiliate of the Independent Insurance Agents & Brokers of America. Comparable to Mid-State as the trade body representing Wisconsin independent agencies like Mid-State, providing industry context and peer benchmarks.
- Zywave: Zywave is a technology vendor providing client portal, agency management, and content tools to independent insurance agencies. Comparable to Mid-State as its operational tech partner supplying the customer-facing portal referenced throughout the data.
Broad incumbents
- Integrity Marketing Group: Integrity Marketing Group is one of the largest independent insurance distributors in the US, aggregating agencies and distributing life, health, and annuity products. Comparable to Mid-State as an independent distribution player, though at vastly greater scale and with PE backing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Mid-State Insurance social profiles
Digital presenceMid-State Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mid-State Insurance leadership team
Management profileNumber of profiles
Profiles4 records
Mid-State Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mid-State Insurance 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 Mid-State Insurance
What does Mid-State Insurance do?
Mid-State Insurance is a full-service independent insurance agency representing nearly 100 insurance carriers and selling business, personal, health, life, and employee benefits insurance to individuals, families, and businesses. The agency matches client coverage needs with carriers from its provider network and earns commissions on placed and renewed policies, operating as a single-source supplier for comprehensive insurance and risk management services.
Is Mid-State Insurance a public or private company?
Mid-State Insurance is a private company. It is classified as family owned and is currently operating.
When was Mid-State Insurance founded?
Mid-State Insurance was founded in 1986. It employs 11 to 50 people.
Where is Mid-State Insurance based?
Mid-State Insurance is headquartered in Mequon, United States, in the North America region.
How does Mid-State Insurance make money?
One revenue line is on record: insurance Commissions.
Who are Mid-State Insurance's main competitors?
Direct peers on record are Hausmann Group, Goosehead Insurance, M3 Insurance, Brightway Insurance and R&R Insurance Group. Regional players are West Bend Mutual Insurance and Acuity Insurance. Others are Independent Insurance Agents of Wisconsin and Zywave. Integrity Marketing Group is listed as a broad incumbent.
Does Mid-State Insurance have an API?
No public API is recorded for Mid-State Insurance.
What industry is Mid-State Insurance in?
Mid-State Insurance's product category is Insurance Brokerage. Its primary akta.pro industry code is FSAJAFAB, Mid-Market Commercial Package (Package Policies), with a secondary code of FSAIAFAD, Small Group Health Insurance (2–50/100). Its NAICS code is 5242 and its SIC code is 6411.