AssuranceAmerica

What AssuranceAmerica does

AssuranceAmerica is a privately-held insurance holding company headquartered in Atlanta, Georgia, founded in 1998/1999 by Guy Millner and Joe Skruck. It operates as a Managing General Agency and carrier group selling non-standard personal auto, renters, commercial auto, and motor club (roadside assistance) insurance through a network of more than 9,500 independent agents across 14 states, supplemented by direct-to-consumer digital channels and the AADirect digital agency sub-brand. Its affiliate carriers — AssuranceAmerica Insurance Company, InsureMax Insurance Company, and Catawba Insurance Company — underwrite the policies the MGA distributes.

The company's technology stack centers on a web-based quoting platform (advertised as producing real quotes in approximately 90 seconds), a consumer mobile app (AssuranceAmerica+ on iOS and Android), a dedicated agent-facing portal, and digital self-service tools for billing, ID cards, and claims reporting. The platform is differentiated by same-day coverage availability and a stated no-credit-score-check underwriting posture, making it accessible to drivers excluded from standard carriers. Distribution operates through three parallel motions: the legacy independent agent channel, the company's own direct-to-consumer website and app, and the AADirect digital agency. Pricing is individualized by state, driving history, vehicle, and coverage, with renters coverage advertised starting at $13/month and revenue generated through recurring monthly premiums across the four product lines.

AssuranceAmerica is owned by its founders and operates under the AssuranceAmerica Group holding structure with wholly-owned subsidiaries including InsureMax, Catawba Insurance Company, AADirect, and AssuranceAmerica Commercial Auto. The company employs 251-500 people and emphasizes a long-term, privately-held operating philosophy, formalized through 'The Generous Policy' initiative directing 5% of profits to charitable causes focused on homelessness and education. Recent strategic activity includes geographic expansion, the 2026 launch of the MobileMax savings product, and embedded distribution partnerships with digital agencies (e.g., Jerry) and fintech platforms. The company also disclosed a data breach in March 2026 affecting over 1.1 million individuals, which represents a material operational and regulatory event.

Name

AssuranceAmerica

Legal name

AssuranceAmerica Managing General Agency, LLC

Website

https://assuranceamerica.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

AssuranceAmerica is a privately-held Atlanta-based insurance holding company that underwrites and distributes non-standard auto, renters, commercial auto, and motor club coverage through 9,500+ independent agents across 14 states, plus direct-to-consumer digital channels and its AADirect digital agency.

Ownership category

akta.pro rank

Product category

Non-Standard Auto Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Other Insurance Related Activities (52429), Insurance Carriers (5241)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)

akta.pro primary industry

Umbrella Insurance (FSAJAMAK)

akta.pro secondary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Non-standard auto insurance
• Renters insurance
• Commercial auto insurance
• Motor club roadside
• Managing general agency

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Non-Standard Auto Insurance Premiums: AssuranceAmerica collects recurring insurance premiums from policyholders who purchase auto insurance coverage. As a Managing General Agency (MGA), the company underwrites and issues policies on behalf of its insurance company affiliates (AssuranceAmerica Insurance Company, InsureMax Insurance Company, Catawba Insurance Company).
2. Renters Insurance Premiums: Recurring premium revenue from renters insurance policies offered as standalone coverage or bundled with auto insurance, with coverage starting as low as $13 per month.
3. Commercial Auto Insurance Premiums: Premium revenue from commercial auto insurance products targeting small businesses, contractors, and artisans, covering over 1,000 occupations.
4. Motor Club Memberships: 24/7 emergency roadside assistance membership services providing towing, battery jumps, flat tire assistance, and locksmith services anywhere in the USA.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

AssuranceAmerica is a Managing General Agency that underwrites and distributes non-standard personal auto insurance, renters insurance, commercial auto insurance, and a Motor Club roadside assistance membership. It sells these products through a network of more than 9,500 independent insurance agents across 14 U.S. states and through direct-to-consumer digital channels including its website, mobile app, and AADirect digital agency. Policies are issued on behalf of its carrier subsidiaries AssuranceAmerica Insurance Company, InsureMax Insurance Company, and Catawba Insurance Company.

Product overview

AssuranceAmerica is a multi-product, multi-brand insurance carrier and managing general agency operating through a network of 9,500+ independent agents across 14 states. The core portfolio consists of Auto Insurance (personal non-standard coverage with SR-22 filing support), Renters Insurance (with a premium Renters Protect tier including water backup endorsement), Commercial Auto Insurance (serving 1,000+ occupations), and Motor Club (24/7 roadside assistance). The company operates under several sub-brands including the InsureMax Program (via InsureMax Insurance Company) and AADirect (a digital-first agency channel). The product lineup is tied together by a common agent-facing quoting platform and a consumer mobile app, with a philanthropic initiative called The Generous Policy committing 5% of profits to community causes. The company positions itself on fast quotes (90 seconds), no credit score requirements, and competitively priced minimum-limits coverage.

Differentiator

Problem solved

Functional benefit

Brands

• InsureMax: Non-standard auto and renters insurance program offering competitive rates without credit score requirements.
• AADirect
• The Generous Policy
• MobileMax
• AssuranceAmerica Commercial Auto

Products and services

• Auto Insurance Non-standard personal automobile insurance for individual drivers, offering minimum-limits to full coverage with SR-22 filing support in AL, AZ, FL, GA, IN, NE, OH, SC, and VA. Targets drivers seeking affordable coverage without credit score checks and with same-day coverage availability.
• Renters Insurance Personal property and liability coverage for individuals and families renting their home, including personal property protection, liability coverage, and additional living expenses. Renters Protect tier adds water backup endorsement. Available starting at $13 per month, including Kansas as a renters-only state.
• Commercial Auto Insurance Coverage for small business-owned vehicles serving over 1,000 occupations, including contractors, painters, landscapers, and artisans. Provides bodily injury liability, property damage liability, collision coverage, medical coverage, and uninsured motorist coverage for business owners and employees.
• Motor Club 24/7 emergency roadside assistance membership providing towing, battery jumpstarts, flat tire changes, and locksmith services anywhere in the USA, anytime, for individual consumers and policyholders.
• AADirect

Quantifiable outcome

• Renters insurance coverage available for as little as $13 per month
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor.

• Jerry (appointed by InsureMax, part of AssuranceAmerica)minorChannel Partner/ Reseller/ Distributor · 1 January 2026Jerry, a digital agency, was appointed by InsureMax (part of AssuranceAmerica) as part of the January 2026 embedded distribution expansion, according to Coverager's Agency Distribution Trends report for January 2026.
• Zolve (fintech ecosystem partner)minorChannel Partner/ Reseller/ Distributor · 1 January 2026Zolve is a fintech ecosystem partner through which Stillwater offers renters coverage distributed via embedded distribution. Mentioned in the context of embedded distribution trends as an example of fintech partnerships in the insurance distribution market.
• Fletch (appointed by Stillwater)minorChannel Partner/ Reseller/ Distributor · 1 January 2026Fletch was appointed by Stillwater for renters coverage distributed through fintech ecosystem partner Zolve. Referenced in Coverager's January 2026 Agency Distribution Trends report as a notable appointment highlighting continued growth in embedded distribution.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• National General Insurance (Allstate): Allstate-owned non-standard auto and RV specialty carrier with multi-product platform (auto, home, lenders). Comparable scale to AssuranceAmerica with broader national reach and stronger capital backing.

Direct peers

• Fred Loya Insurance: Non-standard auto carrier serving Hispanic and underserved drivers across southern and western states via retail offices and agent partners. Comparable value proposition of no-credit-score, fast-quote, low-down-payment coverage.
• Direct Auto Insurance (Direct General): Non-standard auto insurer operating through retail store locations and direct channels in the southeastern US, a geographic overlap with AssuranceAmerica's core markets. Targets similar drivers with similar coverage options.
• Dairyland Insurance (Sentry Insurance): Long-established non-standard auto insurance carrier selling through independent agents in similar states. Competes directly with AssuranceAmerica for high-risk drivers and motorcycles, with comparable agent-channel distribution.
• Kemper Auto (Kemper Corporation): Specialty personal lines insurer focused on non-standard auto through independent agents. Comparable customer profile and distribution model with state-by-state agent footprint similar to AssuranceAmerica.
• The General Insurance (American Family): Direct competitor focused on non-standard auto insurance, targeting drivers who may not qualify with standard carriers. Operates a direct-to-consumer digital model very similar to AssuranceAmerica's, competing head-to-head in the same customer segment.
• Infinity Insurance (National General, Allstate): Non-standard auto insurer owned by Allstate via National General. Sells through independent agents and direct channels across multiple states, directly competing with AssuranceAmerica for high-risk drivers.
• Bristol West Insurance (Farmers): Specialty non-standard auto insurer owned by Farmers Insurance, competing for high-risk drivers via independent agents. Overlapping agent distribution and customer base make it a comparable commercial peer.

Emerging players

• Stillwater Insurance Group: Specialty MGA distributing renters and embedded insurance products through fintech partners like Zolve. Referenced as a peer ecosystem player in Coverager's distribution trends, comparable in MGA-led embedded distribution to AADirect.
• Mile Auto: Digital-first usage-based non-standard auto insurer targeting low-mileage drivers through a mobile-first experience. Represents the emerging insurtech-style competitor to AssuranceAmerica's traditional agent-led non-standard book.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/AssuranceAmerica
• YouTubeyoutube.com/@AssuranceAmericaInsurance
• Facebookfacebook.com/AssuranceAmerica
• LinkedInlinkedin.com/company/assuranceamerica

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AssuranceAmerica