San of Florida

What San of Florida does

San of Florida (Strategic Agency Network of Florida) operates as the exclusive SIAA (Strategic Insurance Agency Alliance) master agency for the state of Florida, serving 200+ independent property and casualty insurance agencies that collectively write over $400 million in annual premiums. The company was founded by Mark Berset, who also leads Comegys Insurance as CEO (a Top 100 Insurance Agency with enterprise value exceeding $200 million). SAN Florida's core offering centers on SIAA Membership combined with the AccessPlus placement facility, which enables member agencies to access 50+ top-rated national, regional, and Florida-based insurance carriers (including Progressive, Allstate, Chubb, Nationwide, Liberty Mutual, and GEICO) without requiring direct carrier appointments.

The product portfolio extends beyond market access into specialized add-on programs: SIAA Agency FOUNDATION for startup agency formation, Business Insurance Advantage for commercial lines growth, Premier Families for high-net-worth personal lines, SIAA Life Partners for life insurance expansion, SIAA MarketFinder for E&S and non-standard risks, SIAA Training & Learning Center for continuing education, and SIAA Marketing services. Members access these via the my.sanflorida.com member portal. The technology stack is delivered through preferred-vendor partnerships rather than proprietary development, integrating agency management systems (Vertafore AMS 360/QQ Catalyst, NowCerts), comparative rating platforms (EZLynx, QuoteRUSH), CRM (AgencyZoom), communications (Bridge VOIP), payment processing (ePayPolicy), and data retrieval (Canopy Connect).

The revenue model combines recurring membership fees from agencies with transaction-based commission overrides and profit-sharing from insurance carriers based on total premium volume placed through the network. The company operates as a privately-held, founder-led organization with approximately 14 staff including CEO Mark Berset, COO Jason Berset (who joined in 2005 and tripled the network premium), EVP of Operations Becky Crawford, Regional VPs of Agency Recruitment, Business Development Director, and operational support staff, all based at the sole office in St. Petersburg, Florida. No external institutional investment, public listing, or M&A activity is evidenced; SAN Florida operates strictly as a Florida-only master agency within the broader 48-state SIAA national alliance.

Name

San of Florida

Legal name

San Florida

Website

https://sanflorida.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

San of Florida is the exclusive SIAA master agency for Florida, providing 200+ independent insurance agencies with access to 50+ carrier partners, placement facilities, training, and profit-sharing through membership and commission overrides.

Ownership category

akta.pro rank

Headquarters

HQ city

St. Petersburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agency Membership Fees: Independent insurance agencies pay membership fees to join SAN of Florida and gain access to the network's carrier relationships, technology tools, training resources, and profit-sharing programs.
2. Commission Overrides and Profit Sharing: SAN receives commission overrides and profit-sharing from insurance carriers based on total premium volume written by member agencies. Agents with direct appointments receive commissions directly from carriers; AccessPlus business commissions and profit-sharing are paid by SAN to members.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

San of Florida operates as the SIAA master agency for Florida, providing independent insurance agencies with membership access to over 50 national, regional, and Florida-based insurance carriers, top-level commissions, profit-sharing, training, marketing, technology integrations, and operational support. Members gain market access without requiring direct carrier appointments through the AccessPlus placement facility and SIAA MarketFinder for non-standard risks.

Product overview

San of Florida is a master insurance agency network operating as part of the SIAA national alliance, providing independent insurance agencies in Florida with a comprehensive platform for market access and business growth. The core offering centers on SIAA Membership combined with AccessPlus placement facilities, granting access to over 50 national, regional, and Florida-based insurance carriers. The network augments this with specialized programs including the SIAA Agency FOUNDATION for startup agencies, Business Insurance Advantage (BIA) for commercial lines growth, Premier Families for high-value personal lines, and SIAA Life Partners for life insurance expansion. Member agencies benefit from the SIAA Training & Learning Center (TLC) for continuing education, SIAA Marketing services, and SIAA MarketFinder for E&S and specialty markets. The Member Portal provides centralized access to premium tracking and commission management. Together, these components form a unified alliance model that differentiates from aggregators and clusters by offering comprehensive services beyond just market access.

Differentiator

Problem solved

Functional benefit

Products and services

• SIAA Membership
• AccessPlus
• SIAA Agency FOUNDATION
• Business Insurance Advantage (BIA)
• Premier Families
• SIAA Training & Learning Center (TLC)
• SIAA Marketing
• SIAA MarketFinder
• SIAA Life Partners
• Member Portal

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature2 records

Partnerships

17 partnerships are on record, tiered core, minor and preferred.

• SIAA (Strategic Insurance Agency Alliance)coreStrategic or Co-development PartnerSIAA is the nation's largest alliance of independent insurance agencies, serving as the parent national organization. SAN of Florida is the SIAA master agency for Florida. SIAA provides access to competitive insurance companies, national marketing resources, training programs, and technology partnerships. The alliance has over 4,900 active independent member agencies producing $12.46 billion in premium.
• Progressive InsuranceminorOthersInsurance carrier partner providing personal and commercial insurance products through SAN member agencies.
• Allstate InsuranceminorOthersInsurance carrier partner available through SAN member agency network.
• Chubb InsuranceminorOthersInsurance carrier partner offering commercial and specialty products including pet care professional coverage through member agencies.
• Nationwide InsuranceminorOthersInsurance carrier partner available through SAN member agency network.
• Liberty MutualminorOthersInsurance carrier partner available through SAN member agency network.
• GravityCertspreferredTechnology or IntegrationPreferred vendor providing agency website design, solution integration, quote forms, SEO, quote proposals, and agency internal organization tools. Website hosting provider for sanflorida.com.
• AgencyZoompreferredTechnology or IntegrationPreferred vendor providing CRM and sales tools for prospecting, pipelines, sale closings, referrals, onboarding, and cross-selling capabilities.
• Bridge VOIP SystempreferredTechnology or IntegrationPreferred vendor providing VOIP phones, video, text, chat, proposals, and messaging with over 100 sales and communications features.
• VertaforepreferredTechnology or IntegrationPreferred vendor providing agency management systems including QQ Catalyst and AMS 360 at discounted rates for member agencies.
• EZLynxpreferredTechnology or IntegrationPreferred vendor providing comparative rating and agency management modules with 24/7 self-service client access.
• NowCertspreferredTechnology or IntegrationPreferred vendor providing simplified, intuitive agency management system with 24/7 self-service client access.
• QuoteRUSHpreferredTechnology or IntegrationPreferred vendor providing advanced rating technology with two-way automated home/auto quoting using AI for custom rating.
• PinkertonpreferredTechnology or IntegrationPreferred vendor providing payroll, HR, consulting, benefits management, and tax processing customized for insurance agencies.
• ePayPolicypreferredTechnology or IntegrationPreferred vendor providing insurance payment collection services accepting EFT or credit cards with invoicing, premium collection, and payables integration.
• Canopy ConnectpreferredTechnology or IntegrationPreferred vendor enabling SIAA agencies to view current premiums, coverages, deductibles, and declaration pages for faster, more accurate quotes.
• SIAA MarketFinder CarrierscoreOthersE&S and alternate market partners providing access to non-standard risks through MarketFinder program for personal and commercial insurance. Includes national incentives with all partners.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TrueNorth Companies: TrueNorth operates as an agency cluster/aggregator providing independent agents with carrier access, shared services, and growth resources. Its model closely parallels SAN of Florida's master agency framework with member agencies sharing infrastructure and carrier relationships.
• Smart Choice: Smart Choice operates a national insurance agency cluster/network that aggregates independent agents under a master agency structure with carrier access, commission overrides, and shared services. It is the closest direct competitor to SAN of Florida's master agency model, although Smart Choice operates nationally rather than within a single state.
• Assurex Global: Assurex Global is a privately-held network of independent commercial insurance brokerages that share carrier access, expertise, and resources. It mirrors SAN's value proposition of leveraging collective scale for independent agencies, though it focuses more on commercial lines.

Broad incumbents

• Hub International: Hub International is a major North American insurance brokerage that acquires and partners with independent agencies. It competes for the same independent agent ecosystem as SAN and offers similar carrier access and operational support, though at much greater scale.
• Risk Strategies Company: Risk Strategies is a national specialty insurance brokerage that acquires and partners with agencies serving niche and middle-market clients. It is a broader incumbent competing for Florida agency partners and offers overlapping carrier access benefits.
• World Insurance Associates: World Insurance Associates is a fast-growing insurance brokerage aggregator that acquires independent agencies and operates them under a national platform. It competes with SAN in recruiting and retaining Florida-based independent agencies.
• IMA Financial Group: IMA Financial Group is an employee-owned insurance brokerage that operates through a national network of agency partners with shared services and carrier relationships. Its partner-agency model overlaps with SAN's alliance approach, though at much larger scale.
• Brown & Brown: Brown & Brown is a large publicly-traded insurance brokerage that distributes through a network of offices across the U.S., including Florida. It is a broad incumbent offering overlapping independent agency services and competing for carrier relationships and Florida-based agency talent.
• Acrisure: Acrisure is one of the largest insurance brokerage aggregators globally, acquiring and operating retail agencies and brokerages. While substantially larger and broader in scope, Acrisure's M&A-driven aggregator strategy intersects with SAN's role as an agency alliance organizer.

Others

• SIAA (Strategic Insurance Agency Alliance): SIAA is SAN of Florida's parent national alliance, but its 47 other regional master agencies across 48 states operate essentially the same business model in their respective geographies. While not strictly a peer (it is the parent), other SIAA master agencies share SAN's exact operating model and would be the most direct comparables if investing on a national basis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 San of Florida