Price Insurance

What Price Insurance does

Price Insurance is a fourth-generation, family-owned independent insurance agency founded in 1937 by Paul T. Price and headquartered at 580 N Western Avenue in Lake Forest, Illinois. As of October 28, 2025, the firm operates as a subsidiary of EPIC Insurance Brokers & Consultants following its acquisition to strengthen EPIC's Private Client practice in Chicago. The agency serves individuals, families, small-to-medium businesses, and condo associations, with licensing spanning 31 states plus DC and a focused customer base in the North Shore Illinois communities.

The agency distributes personal and commercial lines through a network of 25+ insurance carriers, including Progressive, Travelers, Chubb, The Hartford, Nationwide, Zurich, BerkleyOne, Pure, Blue Cross of Illinois, and Humana. Product surface spans personal insurance (auto, motorcycle, homeowners, life, disability, watercraft, jewelry, personal umbrella, travel) and commercial insurance (business owners policy, commercial property, general liability, workers' compensation, professional liability, cyber liability, condo association), supported by a multi-policy bundling program called Combine & Save. Core technology is the Zywave Websites insurance agency management and quoting platform; there are no disclosed proprietary AI, API, or product integrations.

The business model is commission-based: Price Insurance earns carrier commissions on policies sold, with no fixed pricing tiers and pricing custom-quoted based on individual risk profile. The go-to-market motion is sales-led, combining in-person consultations at the Lake Forest office, phone sales at 847-234-0411, and online quote request forms. Marketing is primarily top-of-funnel content (blog), organic social (Facebook, LinkedIn, Twitter, Google), referral ("Refer a Friend"), and email newsletter, with no enterprise sales motion and an estimated staff of approximately 5 insurance counselors.

Name

Price Insurance

Legal name

Price Insurance

Website

https://priceinsurance.us

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

1–10 employees

Short description

Price Insurance is a fourth-generation, family-owned independent insurance agency founded in 1937 in Lake Forest, Illinois, distributing personal and commercial insurance through 25+ carrier partnerships and now operating under EPIC Insurance Brokers & Consultants.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industries

Personal Auto Insurance (FSAJAMAA), Standalone Umbrella Liability (FSAJANAE)

Keywords

• Independent insurance agency
• Personal insurance coverage
• Commercial insurance coverage
• Multi-carrier insurance brokerage
• Family-owned insurance agency

Headquarters

HQ city

Lake Forest

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, Infrastructure

Revenue model

1. Insurance commissions: As an independent insurance agency, Price Insurance generates revenue by earning commissions from insurance carriers when they sell policies to customers. The agency works with multiple carriers to find competitive rates and coverage options for their clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Price Insurance is an independent insurance agency that places personal and commercial insurance policies on behalf of clients by brokering coverage from a network of 25+ insurance carriers. The agency sells auto, homeowners, life, watercraft, jewelry, personal umbrella, travel, disability, and condo association coverage to individuals and families, and provides general liability, commercial property, business owners, workers' compensation, professional liability, and cyber liability policies to small and medium businesses, earning commissions from carriers on each policy placed.

Product overview

Price Insurance is a fourth-generation family-owned independent insurance agency headquartered in Lake Forest, Illinois, operating since 1937. The company offers a comprehensive portfolio of personal and commercial insurance products distributed through partnerships with multiple insurance carriers. Personal insurance offerings include Auto Insurance (with Motorcycle coverage), Homeowners Insurance, Life Insurance (with Disability coverage), Watercraft & Boat Insurance, Jewelry Insurance, Personal Umbrella Insurance, and Travel Insurance. Commercial insurance products encompass Business Insurance, Commercial Property Insurance, General Liability Insurance, Condo Association Insurance, Workers' Compensation Insurance, Professional Liability Insurance, and Cyber Liability Insurance. The agency also provides policy bundling through its Combine & Save program. As an independent agency, Price Insurance matches client portfolios with insurance companies that fit their specific needs, offering competitive rates through its carrier network of approximately 25 insurance providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered major and minor.

• EPIC Insurance Brokers & ConsultantsmajorOthers · 28 October 2025EPIC Insurance Brokers & Consultants acquired Price Insurance to strengthen its Private Client practice in Chicago. The acquisition enhances EPIC's presence in the Chicago area and diversifies its Midwest market share. Price Insurance became part of EPIC's operations following this transaction.
• American Modern Insurance GroupminorOthersCarrier partner providing specialty insurance products including manufactured home and classic car insurance.
• Arlington Roe & Co.minorOthersInsurance carrier partner in the agency's network of providers.
• Banner LifeminorOthersLife insurance carrier partner offering term and universal life insurance products.
• BerkleyOneminorOthersHigh-value home and auto insurance carrier partner.
• Blue Cross of IllinoisminorOthersHealth insurance carrier partner for health coverage solutions.
• Bristol WestminorOthersAuto insurance carrier partner specializing in non-standard auto coverage.
• Burns & WilcoxminorOthersInsurance carrier and wholesale broker partner.
• Chubb InsuranceminorOthersPremium insurance carrier partner offering high-value home, auto, and business insurance.
• CNA SuretyminorOthersSurety and fidelity bond insurance carrier partner.
• Condon and SkellyminorOthersInsurance carrier partner, likely for specialty coverage.
• Foremost Insurance GroupminorOthersSpecialty insurance carrier partner for manufactured housing, motorhomes, and specialty property.
• Guardian LifeminorOthersLife insurance carrier partner offering life and disability insurance.
• Hagerty InsuranceminorOthersClassic car and boat insurance carrier partner.
• HumanaminorOthersHealth insurance carrier partner for health coverage solutions.
• International Medical Group (IMG)minorOthersTravel insurance and international medical insurance carrier partner.
• K&K Insurance GroupminorOthersSpecialty insurance carrier partner for hard-to-place risks.
• NationwideminorOthersMajor insurance carrier partner offering auto, home, and business insurance.
• ProgressiveminorOthersLarge auto insurance carrier partner known for competitive rates.
• PureminorOthersHigh-value homes insurance carrier partner specializing in luxury properties.
• RLI InsuranceminorOthersSpecialty insurance carrier partner offering commercial and personal lines.
• SafecominorOthersPersonal insurance carrier partner offering auto, home, and umbrella insurance.
• The HartfordminorOthersMajor insurance carrier partner offering business and personal insurance.
• TravelersminorOthersMajor insurance carrier partner offering comprehensive personal and business coverage.
• Wright Flood InsuranceminorOthersFlood insurance carrier partner, important for Illinois properties.
• ZurichminorOthersGlobal insurance carrier partner offering commercial and personal lines.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• HUB International: Large North American insurance brokerage with deep Midwest presence and an active acquisition strategy of independent agencies — directly analogous to the EPIC/Price transaction and operates a similar multi-carrier agency model.
• Goosehead Insurance: Publicly traded independent insurance agency franchise built on multi-carrier agency distribution across personal and commercial lines — closest comparable in business model to Price Insurance as an independent agency selling across many carriers.
• Brightway Insurance: Independent insurance agency franchise with a multi-carrier distribution model in personal lines — direct analog to Price's independent agency approach with consumer-facing brand and carrier-agnostic quoting.

Broad incumbents

• Brown & Brown: Large diversified insurance brokerage that combines retail agency operations with national programs; operates as a broader incumbent in the same agency/brokerage space as Price Insurance.
• A.J. Gallagher: Global insurance brokerage and risk management services firm that grows in part through acquisitions of independent agencies similar to Price Insurance — relevant incumbent comparator.
• USI Insurance Services: Large U.S. insurance brokerage serving middle-market and personal clients with multi-carrier agency distribution; comparable as a scaled independent agency model with national footprint.
• Alliant Insurance Services: Specialty insurance brokerage with a personal lines practice; offers similar multi-line personal and commercial distribution through carrier partnerships and serves as a comparable scaled brokerage peer.
• Marsh McLennan: Global insurance brokerage and risk advisory firm; serves as the broadest incumbent scale comparator for independent agency distribution and private client services in insurance.

Regional players

• COUNTRY Financial: Midwest-headquartered (Illinois) insurance and financial services provider serving rural and suburban markets — relevant regional peer given Price's Illinois/North Shore anchor and overlapping personal/commercial lines.
• Pekin Insurance: Illinois-based regional property and casualty insurer that distributes through independent agents across the Midwest — directly comparable geography and independent-agency distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Price_Insurance
• Facebookfacebook.com/PriceIns
• LinkedInlinkedin.com/company/price-insurance

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 Price Insurance