Cross Current Insurance

What Cross Current Insurance does

Cross Current Insurance is a privately held insurance brokerage specializing exclusively in the outdoor recreation industry, with a primary focus on fishing, hunting, and adventure guiding businesses. Founded in 2019 as Cross Current Insurance Group LLC and headquartered in West Hartford, Connecticut, the firm operates as a wholesale broker accessing multiple A-rated insurance carriers to place coverage for clients across all 50 US states, Canada, and US territories. The company is founder-led by outdoor enthusiasts (including Rollin, Augusto Russell, and Angela Ziogas) who combine 65+ years of insurance experience with 45+ years of hands-on angling experience, and several staff hold USCG captain licenses.

The core product is a Master Policy Program for Guides & Outfitters that consolidates individual professional guides (fishing at $395+, hunting at $595+) onto a single policy with a common January 1 renewal, with modular add-ons for watercraft, ATVs/UTVs, property/gear, and additional insureds. The platform is digital-first, featuring an online application workflow with proposals delivered within two business days, an integrated SmartWaiver digital waiver service, a client portal, and online guide license bonding in five states via Bondexchange.com. Beyond the core guide liability line, Cross Current has built out a multi-vertical portfolio covering charter boats, lodges and resorts, manufacturers and distributors, retail and e-commerce, aviation, and associations/nonprofits.

The business model is commission-based brokerage revenue on annual premiums, supported by a direct-to-consumer go-to-market approach that combines website-driven applications, trade show presence (Fly Fishing Show, AFFTA Confluence, iCast, Dallas Safari Club), podcast sponsorships, conservation partnerships, and a referral program. Differentiators include deep vertical specialization, a conservation donation program where clients vote on grant recipients, and brand recognition (four consecutive Fly Fishing Show Consumer Choice Awards as of 2026). Customer base is composed almost entirely of SMB guides, outfitters, and small lodges, with no disclosed enterprise anchors.

Name

Cross Current Insurance

Legal name

Cross Current Insurance Group LLC

Website

https://crosscurrentinsurance.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Cross Current Insurance is a privately held, specialized insurance brokerage providing liability, property, and related coverage exclusively to the fishing, hunting, and outdoor adventure industry, serving SMB guides, outfitters, lodges, charter operators, manufacturers, and retailers across all 50 US states.

Ownership category

akta.pro rank

Product category

Specialty Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Guide liability insurance
• Outfitter insurance
• Fishing insurance
• Hunting insurance
• Outdoor adventure insurance

Headquarters

HQ city

Farmington

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Commercial Insurance Premiums: Cross Current Insurance generates revenue through insurance premiums paid by guides, outfitters, lodges, manufacturers, and other outdoor businesses for liability and property coverage. Premiums are based on business type, number of employees/contractors, equipment values, and coverage limits selected.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Cross Current Insurance is a specialized insurance brokerage providing tailored liability, property, and casualty insurance products exclusively for the fishing, hunting, and outdoor adventure industry. The company operates as a digital-first broker, accessing multiple A-rated carriers to deliver a master Guide & Outfitter Liability Insurance program (from $395/year for fishing guides) along with modular add-ons for property/equipment and standalone policies for lodges, charter boats, manufacturers, retailers, aviation, and outdoor associations across all 50 US states.

Product overview

Cross Current Insurance operates as a specialized insurance brokerage for the fishing, hunting, and outdoor adventure industry. The core product is the Guide & Outfitter Liability Insurance Program—a master liability policy covering fishing guides ($395+) and hunting guides ($595+), which serves as the foundation for their portfolio. The company offers a modular approach where clients can add property coverage for boats, trailers, ATVs, gear, and firearms, plus purchase supplementary products including Charter Boat Insurance, Lodge Insurance, Aviation Insurance, Manufacturers & Distributors Insurance, Retail & E-Commerce Insurance, and Association/Nonprofit Insurance. Additional services include Guide License Bonding (online in 5 states), Travel Insurance, Prescription Discount Cards, Health Advantage programs, and a Client Portal. The company blends its insurance expertise with outdoor industry passion, targeting guides, outfitters, lodge owners, manufacturers, retailers, and outdoor enthusiasts across all 50 states.

Differentiator

Problem solved

Functional benefit

Brands

• Cross Current Health Advantage: Health insurance alternative program for outdoor industry professionals
• Cross Current Conservation Association

Products and services

• Guide & Outfitter Liability Insurance Primary liability insurance product for professional fishing, hunting, and outdoor adventure guides and outfitters, covering operations in all 50 US states and US territories. Base rate starts at $395 for fishing guides and $595 for hunting guides. Includes coverage for W2 employees and 1099 contractors and free additional insured certificates for governmental entities.
• Hunting Guide & Outfitters Insurance Specialized liability insurance for professional hunting guides and outfitters, with coverage for ATVs, boats, and tree stands. Starting at $595 for hunting operations, designed for guided hunting expeditions in remote outdoor terrain.
• Charter Boat Insurance Comprehensive insurance coverage for charter boat operations covering liability, property, and business risks for captains and charter services. Underwritten by staff that includes USCG licensed captains familiar with waterborne commercial exposures.
• Lodge & Resort Insurance Property and casualty insurance for fishing and hunting lodges and resorts covering building values, liability exposure, and specialized needs for remote or fly-in lodge operations, including guest activity liability both in-water and on land.
• Aviation Insurance Customized risk management programs for pilots and aviation professionals supporting outdoor industry, covering Hull & General Liability, Part 135 & 121, airport insurance, aviation product liability, manufacturing, flight schools, and workers comp.
• Manufacturers & Distributors Insurance Insurance coverage for manufacturers and distributors of outdoor gear, apparel, rods, reels, boats, and accessories. Includes product liability coverage for manufactured goods and property coverage for manufacturing facilities and equipment.
• Retail & E-Commerce Insurance

Quantifiable outcome

• Saved fly shops up to 20% on premiums while improving overall coverage

Named customers11 records

Segments8 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• SmartWaivercoreTechnology or IntegrationSmartWaiver is an industry-leading digital waiver service integrated into Cross Current's guide insurance program. Insurance carriers require the use of liability waivers, and SmartWaiver provides an easy digital solution for guides to collect and manage client waivers.
• Bonefish Tarpon TrustminorOthersConservation organization supported through Cross Current's profit donation program. Clients vote on which conservation organizations receive portions of company profits.
• Trout UnlimitedminorOthersConservation organization supported through Cross Current's profit donation program and recognized as a Trout Unlimited Business Partner.
• Casting for RecoveryminorOthersNonprofit organization supporting women with breast cancer through fly fishing, supported through Cross Current's fundraising and profit donation programs.
• Guide Relief ProgramminorOthersRelief program for guides in need, supported through Cross Current's profit donation program.
• American Saltwater Guide AssociationminorOthersTrade association for saltwater fishing guides, supported through Cross Current's profit donation program.
• American Fly Fishing Trade Association (AFFTA)coreGTM or Marketing PartnerAFFTA is the primary trade association for the fly fishing industry. Cross Current is an AFFTA Preferred Partner and sponsors AFFTA Confluence events.
• Howard FilmsminorGTM or Marketing PartnerCross Current sponsors the Cameras Off/Outdoors and The Tarpon Diaries podcasts produced by Howard Films, reaching targeted outdoor enthusiast audiences.
• Fly Fishers InternationalminorGTM or Marketing PartnerCross Current is recognized as a Fly Fishers International Preferred Partner.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Markel Specialty: Large specialty insurer/broker with deep recreational, marine, outdoor, and adventure-sports programs. Operates much more broadly than Cross Current but competes for the same outdoor adventure and small-business specialty insurance accounts.
• Hiscox: Specialty insurer/broker with small commercial liability programs including outdoor and adventure-adjacent lines. Comparable to Cross Current as a specialty distribution partner for SMBs in niche verticals, though far broader in product portfolio.
• RLI Corp: Specialty P&C insurer with recreational marine, outdoor, and small-business product lines. Competes with Cross Current for outdoor and marine specialty accounts but as a much larger established carrier rather than a niche broker.
• Amwins: Largest US specialty wholesale broker with dedicated outdoor, recreational, and marine practice groups. Competes with Cross Current for the same outdoor specialty placements but through a much larger wholesale distribution network.
• Philadelphia Insurance Companies (PHLY): Specialty commercial insurer with deep programs in sports, recreation, leisure, and hospitality verticals. Targets outdoor adventure SMBs comparable to Cross Current's customer base but as a far larger established carrier.

Emerging players

• NEXT Insurance: Digital-first commercial insurance provider targeting SMBs across many verticals including recreation and outdoor services. Comparable to Cross Current in serving small outdoor businesses, but competes through a tech-enabled generalist approach rather than vertical specialization.

Direct peers

• BoatUS Marine Insurance: Insurance program administered through Geico Marine targeting boat owners, anglers, and recreational marine businesses. Overlaps directly with Cross Current's outdoor watercraft, charter boat, and fishing guide customer base and product set.
• RPS (Risk Placement Services): Wholesale specialty insurance broker placing niche and hard-to-place risks with carrier partners. Operates a similar brokerage-of-specialty-lines model to Cross Current and serves as a potential upstream wholesale partner or competitor for outdoor-adventure placements.
• Pacific Marine Insurance: Specialty marine and recreational watercraft insurer/broker with angler and outdoor recreation exposure. Directly comparable to Cross Current's charter boat and guide marine liability product line.
• NBIS (National Boat Insurance Specialists): Specialty brokerage focused on boat, yacht, and marine insurance for consumers and marine businesses. Highly comparable to Cross Current's charter boat and guide watercraft coverage, and shares the niche-specialist brokerage positioning in recreational marine lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/crosscurrentinsurance
• Xx.com/CrossCurrentIns
• Facebookfacebook.com/crosscurrentinsurance
• LinkedInlinkedin.com/company/cross-current-insurance

Revenue estimate

Valuation estimate

Number of profiles

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 Cross Current Insurance