What Guaranteed Rate Insurance does

Rate Insurance, LLC (d/b/a Guaranteed Rate Insurance) is a Chicago-headquartered, multi-line insurance brokerage platform that aggregates and compares quotes from more than 100 top-tier insurance carriers — including Allstate, Chubb, Progressive, Travelers, Nationwide, AIG, Liberty Mutual, and Safeco — to help U.S. consumers find optimal rates. The firm operates as a wholly-owned subsidiary of Guaranteed Rate, Inc. (d/b/a Rate), the parent mortgage origination business, which structures it as a captive distribution channel embedded within a larger financial services ecosystem and licensed to write business in all 50 states.

The product portfolio is anchored by three core lines — homeowners, auto, and life insurance — and extended by an additional 15 specialty coverages including condo, renters, vacation home, business, boat, motorcycle, motorhome/RV, umbrella, flood, earthquake, rental property, personal articles, pet, and jewelry insurance, plus an online Policy Service Portal for self-service certificate, endorsement, and document requests. The underlying technology layer is a multi-carrier rate-search and aggregation platform paired with a sales-led GTM: licensed expert agents handle quoting via a national call line (866-947-5397) and web forms, while distribution is amplified by referral flow from Guaranteed Rate loan officers, realtors, and existing customers, including a dedicated Charity Referral Program.

The business model is commission-based: Rate Insurance earns carrier commissions on policies placed through its platform as an independent broker, with quote-based pricing set by carrier underwriting. The firm sits at #40 on Insurance Journal's 2025 Top 50 Personal Lines Agencies list and #92 on the 2024 Top 100 P/C Agencies ranking, has captured 4.9 stars across 5k+ Google verified reviews, and reports a 107.6% rise in homeowners insurance premiums across its portfolio since 2019. The company is privately held, employs 51-100 staff, and operates exclusively in the United States.

Name

Guaranteed Rate Insurance

Legal name

Rate Insurance, LLC

Website

https://guaranteedrateinsurance.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Rate Insurance, LLC (d/b/a Guaranteed Rate Insurance) is a Chicago-based, 50-state-licensed multi-line insurance brokerage that aggregates quotes from 100+ carriers for U.S. consumers and small businesses across home, auto, life, business, and specialty lines, distributed via agent-led sales and parent Guaranteed Rate's mortgage referral network.

Ownership category

akta.pro rank

Product category

Insurance Brokerage (Personal and Small Commercial Lines)

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Full-Coverage Personal Auto Insurance (FSAJAAAF)

akta.pro secondary industry

Guaranteed Issue Term Life Insurance (FSAIAAAG)

Keywords

• Insurance brokerage services
• Multi-carrier rate comparison
• Personal lines insurance
• Home and auto insurance
• Small business insurance

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: Earn commissions from insurance carriers when policies are sold through their platform. Acts as an independent insurance broker comparing rates across multiple carriers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Guaranteed Rate Insurance operates as an independent insurance brokerage that searches 100+ top insurance carriers to compare rates for consumers seeking personal and small commercial coverage. Core offerings span homeowners, auto, life, condo, renters, vacation home, and business insurance, supplemented by specialty lines including boat, motorcycle, RV, umbrella, flood, earthquake, rental property, personal articles, pet, and jewelry coverage. Services are delivered via a website quoting platform, licensed agent phone support, and a policy service portal.

Product overview

Guaranteed Rate Insurance operates as a multi-line insurance brokerage platform that aggregates quotes from 100+ carrier partners to help consumers find optimal insurance rates. The core offering is a quote comparison service across three primary lines (home, auto, and life insurance), supplemented by an extensive portfolio of 14 specialty insurance products covering boats, motorcycles, RVs, umbrella coverage, flood, earthquake, rental properties, personal articles, pets, and jewelry. Policyholders access services through a combination of licensed agent support (phone and online quoting) and an online policy service portal enabling certificate requests, policy changes, and document management. The platform differentiates through its rate comparison aggregator model and licensed expert agent support.

Differentiator

Problem solved

Functional benefit

Products and services

• Homeowners Insurance Insurance coverage for residential properties protecting against damage, loss, and liability. Purchased by homeowners shopping rates from 100+ carriers through Guaranteed Rate Insurance.
• Auto Insurance Vehicle coverage including liability, collision, comprehensive, and additional protection options for individual vehicle owners.
• Life Insurance Term and permanent life insurance policies providing financial protection for dependents.
• Condo Insurance Coverage specifically designed for condominium owners protecting their unit and belongings.
• Renters Insurance Protection for tenants covering personal property and liability within rented dwellings.
• Vacation Home Insurance Specialized coverage for seasonal or secondary residential properties.
• Business Insurance Commercial coverage including general liability, property, and business-specific protection for small business owners.
• Boat Insurance Watercraft coverage for boats and yachts including liability and physical damage protection.
• Motorcycle Insurance Coverage for motorcycles including liability, collision, and accessory protection.
• Motorhome/RV Insurance Recreational vehicle coverage combining auto and home insurance elements for RVs and motorhomes.
• Umbrella Insurance Excess liability coverage providing additional protection beyond primary policy limits.
• Flood Insurance Coverage for flood-related damage, separate from standard homeowners policies.
• Earthquake Insurance Protection against earthquake damage, typically as an add-on to standard coverage.
• Rental Property Insurance Landlord coverage for investment properties including liability and property protection.
• Personal Article Insurance Scheduled coverage for high-value personal items such as collectibles and electronics.
• Pet Insurance Coverage for veterinary expenses and pet health-related costs.
• Jewelry Insurance Scheduled personal property coverage for jewelry and fine watches.

Quantifiable outcome

• Homeowners insurance premiums increased 107.6% since 2019 across portfolio (as of 2026 report)

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Nine partnerships are on record, tiered core.

• AllstatecoreOthersInsurance carrier partner - one of the 100+ carriers whose rates are searched through Rate Insurance platform
• ChubbcoreOthersInsurance carrier partner - one of the 100+ carriers whose rates are searched through Rate Insurance platform
• ProgressivecoreOthersInsurance carrier partner - Progressive Platinum 25 award recipient, one of the 100+ carriers whose rates are searched
• TravelerscoreOthersInsurance carrier partner - 2023 Agent of the Year award given by Travelers to Rate Insurance
• NationwidecoreOthersInsurance carrier partner - one of the 100+ carriers whose rates are searched through Rate Insurance platform
• AIGcoreOthersInsurance carrier partner - one of the 100+ carriers whose rates are searched through Rate Insurance platform
• Liberty MutualcoreOthersInsurance carrier partner - one of the 100+ carriers whose rates are searched through Rate Insurance platform
• Safeco InsurancecoreOthersInsurance carrier partner - awarded Rate Insurance the 2023 Agent for the Future Award, Outstanding Agency Overall
• American Integrity Insurance GroupcoreOthersInsurance carrier partner - awarded Rate Insurance Gold Performer status for 2025 and 2026

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Brightway Insurance: Brightway Insurance is one of the largest personal lines insurance agencies in the U.S. distributing home, auto, and commercial coverage through franchise agents across multiple carriers — closely paralleling GRI's agent-led multi-carrier model.
• SmartFinancial: SmartFinancial operates a multi-carrier online insurance comparison platform primarily for personal lines (auto, home, life), matching carriers against consumer quotes — the same aggregator brokerage model GRI uses across 100+ carriers.
• SelectQuote: SelectQuote is a direct-to-consumer insurance distributor that aggregates life, auto, home, and health policies from multiple carriers, directly comparable to GRI's online quote comparison and agent-supported brokerage.
• Policygenius: Policygenius (owned by Zillow Group) is an online insurance marketplace focused on life, homeowners, auto, and disability insurance, offering a digital-first version of the multi-carrier brokerage model GRI provides.
• Goosehead Insurance: Goosehead Insurance is a publicly-traded personal lines insurance agency that distributes through both franchised agents and direct channels across multiple carriers — operating the same agent-driven multi-carrier model as GRI.
• The Zebra: The Zebra is a leading online insurance comparison marketplace aggregating auto, home, and other P&C quotes from multiple carriers, directly competing with GRI's online quote platform for the same personal lines consumer.

Emerging players

• Hippo Insurance: Hippo is an insurtech focused on homeowners insurance, combining a digital quote experience with embedded partner channels (mortgage, real estate) — comparable to GRI's homeowners-centric growth and Guaranteed Rate mortgage integration.
• Lemonade: Lemonade is a digital-first insurance carrier using AI-driven direct-to-consumer underwriting for renters, homeowners, and pet — competing most directly with the homeowners and specialty segments where GRI generates significant commission revenue.

Broad incumbents

• Acrisure: Acrisure is one of the largest U.S. insurance brokerages with a massive personal and commercial book distributed through partners and acquired agencies — a broad incumbent competing in the same multi-carrier distribution space as GRI.
• EverQuote: EverQuote operates an online insurance marketplace that connects consumers with carriers and local agents across P&C lines, overlapping with GRI's distribution model as a marketplace infrastructure provider rather than direct-issuing agency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Guaranteedrateinsurance
• LinkedInlinkedin.com/company/insurance-guaranteed-rate
• Instagraminstagram.com/guaranteedrate_insurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Guaranteed Rate Insurance