Holley Insurance

What Holley Insurance does

Holley Insurance is an independently-owned insurance agency founded in 2000 by Steve Holley, headquartered in Rocky Mount, Virginia, with additional offices in Roanoke and Forest. The firm operates as a multi-carrier independent agency, sourcing personal, commercial, life, and surety bond products from a curated panel of insurance carriers with Erie Insurance as the primary partner, and distributing them to individual consumers, families, small businesses, and independent contractors across Virginia and North Carolina.

The agency's product portfolio spans homeowners, auto, renters, and life insurance (term, whole, universal, final expense, key person) for personal lines, and general liability, workers compensation, commercial auto, business owners packages, commercial property, business interruption, cargo, surety bonds, cyber liability, professional liability, D&O, and EPLI for commercial lines. Underlying technology is standard industry tooling for policy management and customer service; the firm layers educational resources (Life Insurance Resource Guide, Business Owner's Resource Guide, calculators, downloadable templates) and a YouTube video hub on top of the core brokerage workflow.

Holley earns commission revenue from insurance carriers rather than fees from customers, with policy pricing determined per quote. Go-to-market is sales-led and relationship-driven: online quote requests, 15-minute phone consultations, recorded video policy reviews, and in-person meetings across three offices, supplemented by content marketing, community involvement via the Smith Mountain Lake Chamber of Commerce, and carrier referral partnerships. A sub-brand called Holley Direct provides an additional direct-service channel. The firm has 1-10 employees and was named Top Insurance Broker in Southwest Virginia by Virginia Living Magazine in 2021.

Name

Holley Insurance

Legal name

Holley Insurance

Website

https://holleyinsurance.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Holley Insurance is an independent, multi-carrier insurance agency founded in 2000 in Rocky Mount, Virginia, with offices in Roanoke and Forest. It distributes personal, commercial, life, and surety products to individuals, families, and small businesses across Virginia and North Carolina.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Condominium (HO-6) Insurance (FSAJACAC)

akta.pro secondary industry

Renters Insurance (FSAJACAB)

Keywords

• Independent insurance agency
• Personal insurance coverage
• Commercial insurance brokerage
• Multi-carrier insurance agent
• Life insurance products

Headquarters

HQ city

Rocky Mount

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Insurance Commission Revenue: As an independent insurance agency, Holley Insurance earns commissions from insurance carriers when policies are sold or renewed. They represent multiple financially strong, reputable insurance companies and are compensated directly by these carriers - not by customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Holley Insurance is an independent insurance agency that sells personal and commercial insurance policies on behalf of multiple financially-strong carriers. It represents multiple insurers so it can compare coverage and pricing for customers across home, auto, life, renters, and a wide range of commercial lines (general liability, workers comp, BOP, commercial auto, umbrella, cyber, professional liability, D&O, EPLI, surety bonds, and more), earning carrier commissions rather than fees from customers. The agency serves Virginia and North Carolina through offices in Rocky Mount, Roanoke, and Forest, VA.

Product overview

Holley Insurance is an independent insurance agency founded in 2000, serving Virginia and North Carolina. As a multi-carrier agency, they offer a comprehensive portfolio of personal insurance products (Home, Auto, Renters, and Life Insurance including Term, Whole, Universal, and Final Expense), commercial insurance products (General Liability, Workers Compensation, Commercial Auto, Business Owners Packages, Property, and specialized coverages like Cyber Liability and Directors & Officers insurance), and surety bonds. Their product architecture consists of a core independent agency service model with multiple carrier partnerships, supplemented by educational tools including Life Insurance and Business Owner Resource Guides, calculators, and policy review services. The agency operates locations in Roanoke, Rocky Mount, and Forest, Virginia.

Differentiator

Problem solved

Functional benefit

Brands

• Holley Direct: A direct insurance service offering mentioned in the company navigation.

Products and services

• Home Insurance Comprehensive homeowners insurance protecting the dwelling, other structures, personal property, and providing liability coverage for property owners in Franklin County and Virginia.
• Auto Insurance
• Renters Insurance
• Term Life Insurance
• Whole Life Insurance
• Universal Life Insurance
• Final Expense Insurance
• Key Person Life Insurance
• General Liability Insurance
• Contractors General Liability Insurance
• Commercial Umbrella Insurance
• Workers Compensation Insurance
• Commercial Auto Insurance
• Business Owners Package (BOP)
• Commercial Business Property Insurance
• Business Interruption Insurance
• Cargo Insurance
• Surety Bonds
• Cyber Liability Insurance
• Professional Liability Insurance
• Directors and Officers Liability Insurance
• Employment Practices Liability Insurance (EPLI)

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

One partnership is on record.

• Erie InsurancecoreTechnology or IntegrationPrimary carrier partner offering business audits, Erie LifeWorks voluntary life insurance program, and various commercial/personal insurance products. Holley Insurance serves as a local agency partner for Erie Insurance products in Virginia.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Brightway Insurance: Brightway is a franchise independent insurance agency network offering personal and commercial lines through multi-carrier appointments. Its model of owning retail store fronts while representing multiple carriers directly parallels Holley's independent agency positioning, though at significantly larger scale.
• Goosehead Insurance: Goosehead operates as a distributed independent agency model where agents represent multiple carriers on behalf of customers and earn commission splits. Like Holley, the core value proposition is carrier choice combined with a local advisor—Goosehead is the scaled public-market analog of the same thesis.

Broad incumbents

• Erie Insurance: Erie Insurance is Holley's primary carrier partner, distributing exclusively through independent agents. While Erie underwrites the policies Holley sells, both organizations target the same personal and small commercial insurance customer in the Mid-Atlantic, making Erie a direct upstream incumbent to the agency's go-to-market.
• Brown & Brown Insurance: Brown & Brown is one of the largest independent insurance brokerages in the US with regional offices placing personal and commercial lines through multiple carriers. It is comparable as a multi-carrier retail agency network, though operating at materially greater scale and geographic reach than Holley.
• Acrisure: Acrisure is a large insurance brokerage that has aggressively aggregated independent agencies into a multi-carrier retail and wholesale platform. It shares Holley's commission-driven, multi-carrier retail agency model, representing the consolidated institutional version of what a small agency like Holley ultimately may partner with or compete against.
• State Farm: State Farm is the largest US personal lines insurer with a captive agent model, providing local office consultations just like Holley. While captive (single-carrier), it competes head-to-head for the same individual and family insurance buyers in Virginia and competes against Holley's value proposition of "carrier choice."
• Nationwide Insurance: Nationwide is a large national P&C and life insurer with a captive agent network serving similar small-business and personal insurance segments in Virginia. It represents a comparable local distribution and product breadth but without the multi-carrier flexibility Holley offers.
• Allstate Insurance: Allstate is a major national P&C insurer with a captive exclusive agent distribution model. Although its agents only sell Allstate products, it competes directly against Holley's independent agency offering for personal and small commercial lines in the Mid-Atlantic.
• Auto-Owners Insurance: Auto-Owners is a regional P&C carrier distributing exclusively through independent agents, closely matching the agency's product-and-distribution overlap with Erie. Although Auto-Owners is a carrier rather than an agency, its agent-driven model makes it a relevant comparable for Holley's core channel.

Regional players

• Farm Bureau Financial Services: Farm Bureau's exclusive captive agency network is especially strong in rural Virginia and adjacent Carolinas, offering personal and commercial lines with a local agent model. It competes head-to-head for the same Southwest Virginia small-town and farm community customer that Holley serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCpTBuzDYW6cupFe0B5lSNRx1GhWXOOlRi
• Instagraminstagram.com/holleyinsurance
• Xx.com/holleyinsurance
• Facebookfacebook.com/HolleyInsurance
• LinkedInlinkedin.com/company/holleyinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Holley Insurance