The Wade Insurance Agency

What The Wade Insurance Agency does

The Wade Insurance Agency (legal entity: The Wade Agency, LLC) is an independent, privately-held insurance brokerage founded in 2018 and headquartered at 301 E Jefferson St, La Grange, Kentucky. The firm sells auto, homeowner, life, commercial, and cyber insurance products, placing business with seven carrier partners (Erie Insurance, Grange, State Auto, Progressive, Safeco, MetLife, and Foremost). Its customer base is horizontal, spanning individuals, families, and small-to-mid-sized businesses, with a primary service area covering Oldham County, the Greater Louisville metropolitan region, and Southern Indiana. The agency is founder-owned and operated by Matt Wade (Owner & Insurance Agent), Michelle Wade (Insurance Agent), and Charlie Blair (Insurance Agent), with no disclosed external investors, parent company, or institutional backing.

The agency operates on a commission-based revenue model, earning referral/placement commissions from carriers on the premiums it writes. Its technology footprint is limited to a Wix-hosted marketing website with online quote-request forms and appointment scheduling; there is no proprietary platform, mobile app, or disclosed API. Go-to-market is sales-led and relationship-driven, combining in-person consultations at the La Grange office or on-site at client locations with phone, email, and website-driven quote requests, supplemented by community networking (Oldham County Networkers, Northeast Christian Church) and a basic digital presence on Google Places and Facebook. Pricing is not publicly disclosed and is determined agent-by-agent based on individual coverage needs. The agency has added capacity over time (a third agent) and broadened its product set (most recently adding Cyber Insurance) and its geographic reach into Southern Indiana, but it remains a single-office, sub-10-person operation with no funding, M&A, or AI capabilities disclosed.

Name

The Wade Insurance Agency

Legal name

The Wade Agency, LLC

Website

https://wadeinsurancellc.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

The Wade Insurance Agency is an independent insurance brokerage in La Grange, Kentucky, founded in 2018. It places auto, home, life, commercial, and cyber insurance with seven carriers for individuals and small businesses across Oldham County, Greater Louisville, and Southern Indiana.

Ownership category

akta.pro rank

Product category

Insurance Services

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Independent insurance agency
• Auto insurance services
• Homeowner insurance coverage
• Commercial business insurance
• Life insurance products

Headquarters

HQ city

La Grange

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, Infrastructure

Revenue model

1. Insurance Commissions: The agency acts as an independent insurance agency earning commissions from multiple insurance carriers (Erie, Grange, State Auto, Progressive, Safeco, MetLife, Foremost) for placing policies with customers. Revenue is generated through commissions on insurance premiums collected from clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The Wade Insurance Agency is a locally-owned independent insurance agency that sells auto, homeowner, life, commercial, and cyber insurance policies on behalf of multiple carriers (Erie, Grange, State Auto, Progressive, Safeco, MetLife, Foremost). As an independent agency, it places coverage with these carriers and earns commissions on premiums, providing clients with multi-carrier comparison, custom-built policies, and personalized consultation services in La Grange, Kentucky.

Product overview

The Wade Insurance Agency is a locally-owned independent insurance agency offering a portfolio of insurance products. Their core offerings include Auto Insurance, Homeowner & Personal Property Insurance, Life Insurance, Commercial Insurance, and Cyber Insurance. As an independent agency, they work with multiple insurance carriers to provide clients with customized coverage options and competitive rates. The agency serves individuals and businesses in Kentucky, with a focus on Oldham County and the Greater Louisville area.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle insurance coverage that protects against liabilities, damages, and risks associated with driving. The agency helps clients review current coverage, understand available options, and find the best rates through multiple carriers.
• Homeowner & Personal Property Insurance Insurance coverage protecting homes and personal belongings against fire, flood, storm, theft, and injury incidents, with liability protection for others on the property.
• Life Insurance Life insurance coverage providing financial protection for families and beneficiaries upon the policyholder's death.
• Commercial Insurance Business insurance covering general liability, commercial property, worker's compensation, professional liability, data breach, and business income protection for self-employed, small business, and large enterprise clients.
• Cyber Insurance Insurance coverage protecting businesses against cyberattacks, data breaches, ransomware, and online attacks, helping mitigate losses and ensure business continuity.

Quantifiable outcome

• Multiple carrier options to find best coverage at best rates

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Erie InsurancecoreChannel Partner/ Reseller/ DistributorErie Insurance is a carrier partner offering comprehensive and clear-cut insurance policies. Wade Insurance Agency represents Erie as part of their multi-carrier portfolio to provide clients with competitive coverage options.
• Grange InsurancecoreChannel Partner/ Reseller/ DistributorLong-standing partnership since agency founding in 2018. Grange is considered one of the best in the business and is a key carrier partner for the agency.
• State AutocoreChannel Partner/ Reseller/ DistributorClose relationship developed over years of partnership. State Auto is recommended confidently to clients seeking specific insurance solutions.
• ProgressiveminorChannel Partner/ Reseller/ DistributorCompetitive carrier partner offering auto insurance options. One of many carriers used to ensure clients get best coverage at best rates.
• Safeco InsuranceminorChannel Partner/ Reseller/ DistributorSafeco provides coverage for personal vehicles and recreational assets. Partnered to offer diverse insurance products including coverage for '9-to-5 ride or weekend toys'.
• MetLifeminorChannel Partner/ Reseller/ DistributorMetLife is a valuable part of the agency's portfolio, providing additional options for clients seeking coverage through a well-known insurance provider.
• ForemostminorChannel Partner/ Reseller/ DistributorSpecialty insurance company providing coverage options that may not be offered by other carriers. Particularly useful for unique or specialized insurance needs.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Progressive: One of the largest U.S. auto insurers, distributing through both direct digital channels and independent agents. Progressive is also a Wade carrier partner, so it is both a distribution competitor and a revenue source.
• Erie Insurance: A regional P&C carrier with a strong independent agent distribution model across the Mid-Atlantic and Midwest, including Kentucky. Erie is both a peer competitor (offering similar personal/commercial lines through its own captive agents) and one of Wade's primary carrier partners, making it the closest single comparison.
• Liberty Mutual: A national P&C carrier and employer benefits writer competing across personal, commercial, and specialty lines, including the small commercial and cyber segments that Wade is targeting.
• Farmers Insurance: National P&C carrier with a predominantly captive agent model. Competes for the same auto, home, life, and small-business customers in Kentucky and Southern Indiana.
• Allstate: National P&C insurer that distributes through both captive and independent agent channels. Competes directly for the same auto, home, and small commercial customers in the Kentucky/Indiana footprint.
• GEICO: The largest direct-to-consumer auto insurer in the U.S. Represents the primary disintermediation threat to any independent agency whose value proposition is choice and personal service versus price-led online binding.
• Nationwide Insurance: A national mutual insurer with strong personal and commercial lines, distributed through captive and independent agents. Competes directly for SMB and individual customers in the Greater Louisville market.
• State Farm: The largest U.S. personal lines insurer, operating through a captive agent model. State Farm is directly comparable on auto, home, and life products, and is Michelle Wade's former employer, making it the dominant benchmark for any independent agency in Kentucky.

Direct peers

• Goosehead Insurance: A franchise-based independent personal lines agency that places business across multiple carriers through a national footprint. Closest analog to Wade in operating model (independent, multi-carrier brokerage) and is a public-market proxy for valuing the agency.
• Shelter Insurance: A mid-size mutual insurer with a captive agent model concentrated in the Midwest and South. Directly comparable on personal lines and regional footprint; Michelle Wade previously worked at Shelter before joining Wade Insurance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thewadeagency
• LinkedInlinkedin.com/company/the-wade-agency-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Wade Insurance Agency