The Villages Insurance

What The Villages Insurance does

The Villages Insurance is a Florida-based insurance brokerage founded in 1985, headquartered in The Villages — a large planned retirement community. The company operates as an insurance agency earning commissions on personal and commercial lines placed with carrier partners, including home, auto, golf cart, private risk, commercial, individual health, Medicare, life insurance, and employee benefits products. Distribution is sales-led through dedicated local advisors reachable by phone (352.751.6622) and online quote request forms, complemented by a client portal for policy servicing.

The agency has rebranded and merged into The Baldwin Group, a larger national insurance brokerage platform, under a partnership that combines local community expertise with the parent firm's carrier relationships, product breadth, and operational resources. Through this affiliation, The Villages Insurance now offers an expanded product suite including Private Risk (high-value asset coverage such as collections, marine, farm and equine, and luxury vehicles), Employee Benefits (pharmacy benefit consulting, retirement consulting, analytics and underwriting, benefits compliance), and emerging platforms such as Embedded Insurance, Reinsurance, and Specialty MGA capabilities. Pricing is quote-based and personalized rather than standardized. Geographic scope is limited to Florida, with primary concentration in The Villages community.

Revenue is generated through brokerage commissions on policies placed with carrier partners across multiple lines. The customer base is concentrated among residents and businesses of The Villages, with the primary segment being homeowners and secondary segments covering vehicle owners, private risk clients, and local commercial accounts. Marketing is conducted through content (insurance insights blog), organic social media (Facebook, Instagram, LinkedIn), and direct phone/online quote capture. The company is privately held with no disclosed ownership structure, funding history, or financial statements.

Name

The Villages Insurance

Legal name

The Baldwin Group

Website

https://thevillagesinsurance.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

The Villages Insurance is a Florida-based insurance brokerage founded in 1985, serving residents and businesses of The Villages retirement community with home, auto, golf cart, commercial, health, and life insurance, now operating under The Baldwin Group.

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), Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321)

akta.pro primary industry

Homeowners Insurance (FSAJACAA)

akta.pro secondary industries

Standalone Umbrella Liability (FSAJANAE), Small Group Health Insurance (2–50/100) (FSAIAFAD)

Keywords

• Insurance brokerage services
• Personal insurance coverage
• Commercial insurance products
• Employee benefits solutions
• Risk management advisory

Headquarters

HQ city

The Villages

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

Revenue model

1. Insurance brokerage commissions: Operates as an insurance agency/broker earning commissions from insurance products sold. Revenue generated from placing insurance policies with carrier partners across home, auto, business, and other personal lines coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

The Villages Insurance is an independent insurance brokerage that places personal and commercial insurance policies on behalf of its clients across multiple carriers. Core sellable offerings include homeowners insurance, auto and golf cart insurance, private risk coverage, commercial insurance, individual health insurance, Medicare coverage, life insurance, and employee benefits. The agency serves individuals, families, and businesses primarily in The Villages, Florida community and surrounding areas.

Product overview

The Villages Insurance, now operating as The Baldwin Group, offers a comprehensive insurance platform with multiple product lines including Homeowners, Auto and Golf Cart, Private Risk, Commercial, Individual Health, Medicare, Life Insurance, and Employee Benefits. The company positions itself as providing personalized service backed by the strength of a larger firm, with exclusive access to top insurance providers and coverage options for every stage of life.

Differentiator

Problem solved

Functional benefit

Products and services

• Homeowners Insurance Property insurance coverage for owner-occupied residences, primarily serving homeowners in The Villages community and surrounding central Florida area.
• Auto and Golf Cart Insurance Auto insurance for passenger vehicles combined with specialty coverage for golf carts, tailored to residents of The Villages and similar communities.
• Private Risk Insurance Personal risk insurance solutions addressing umbrella liability, valuable possessions, and other exposures for affluent individuals and families.
• Commercial Insurance Business insurance coverage including commercial property, liability, and related lines for small and mid-sized businesses operating in the area.
• Individual Health Insurance Health insurance coverage for individuals and families, placed through carrier partners on behalf of consumers.
• Medicare Coverage Medicare insurance products including Medicare Supplement and Medicare Advantage plans for retirees and Medicare-eligible individuals.
• Life Insurance Life insurance policies including term and permanent coverage placed through carrier partners for individuals and families.
• Employee Benefits Group employee benefits including health, dental, life, and disability coverage packaged for employers, primarily small and mid-sized businesses in the region.

Segments4 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.

• The Baldwin GroupcoreStrategic or Co-development PartnerThe Villages Insurance Partners has rebranded and merged with The Baldwin Group, forming a strategic partnership that combines local expertise with the strength of a larger firm. This partnership provides expanded coverage options, greater resources, and top-tier insurer relationships for The Villages customers.

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• The Baldwin Group: Parent/strategic partner of The Villages Insurance following its rebranding. A diversified insurance platform spanning brokerage, specialty MGA, reinsurance, and employee benefits — broader portfolio but overlapping product lines including homeowners, auto, commercial, and health coverage.
• Marsh McLennan: Global professional services firm in risk, insurance, and advisory with significant personal lines capabilities. Comparable insurance distribution and risk-management value proposition at much larger scale.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm offering personal, commercial, and employee benefits solutions. Comparable brokerage model and product breadth, but operates at enterprise scale with national footprint.
• Brown & Brown Insurance: Large U.S. insurance brokerage with deep Florida operations and a personal lines division. Comparable multi-line agency model and retail-brokerage distribution, but operates at much greater scale and geographic breadth.

Emerging players

• SelectQuote: Direct-to-consumer insurance distributor focused on senior-market life and health products (notably Medicare). Comparable in targeting the same retiree demographic with relevant products, but uses a digital/contact-center model versus local advisor presence.
• eHealth: Online health insurance marketplace specializing in Medicare and individual/family plans. Comparable in product overlap (Medicare, individual health) and retiree demographic, but competes via digital marketplace rather than local advisor relationships.

Direct peers

• Insurance Office of America: Florida-headquartered independent insurance agency offering personal and commercial lines via an advisor-driven sales model. Closely comparable in geography, customer mix (including affluent Floridians), and multi-line brokerage approach.
• McGriff Insurance Services: U.S. insurance brokerage offering personal, commercial, and benefits products through advisor relationships. Directly comparable mid-size brokerage model and product mix.

Regional players

• Frankenmuth Insurance: Mutual insurance carrier with strong regional agency partnerships serving personal and commercial lines. Comparable in multi-line agency distribution and personal-lines focus, but operates in different geographies (Midwest) rather than directly competing in Florida.

Others

• HUB International: Global insurance brokerage with significant personal and commercial lines presence in the U.S., including Florida. Similar advisor-led brokerage model, though broader geographic and segment coverage.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/thebaldwingroupinsurance
• LinkedInlinkedin.com/company/thebaldwingroup
• Instagraminstagram.com/the_baldwin_group

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 The Villages Insurance