Houchens Insurance Group

What Houchens Insurance Group does

Houchens Insurance Group is an independent insurance agency headquartered in Bowling Green, Kentucky, operating in the United States since 1977 and licensed in all 50 states. The firm was formed by combining five legacy agencies into a single integrated group and serves business, individual, and government clients through multiple office locations and a sales-led distribution model. Its carrier panel includes Safeco Insurance, Liberty Mutual, and other major providers, giving the agency multi-carrier access across personal, commercial, employee benefits, Medicare, and industry-specific insurance lines.

The company's product portfolio spans business insurance (cyber liability, general liability, commercial property, workers' compensation, business auto, umbrella/excess, ocean marine, environmental), employee benefits (group health, dental, vision, disability, life/AD&D, critical illness, long-term care, voluntary benefits), personal lines (home, auto, life, umbrella, renters, condo, high-net-worth, watercraft, travel, pet), Medicare products (Advantage, Part D, supplements, hospital indemnity, final expense), and 15+ industry-specific programs covering restaurants, farms, manufacturers, mining, contractors, public entities, schools, trucking, warehousing, dealerships, hospitality, medical offices, municipalities, non-profits, and property managers. Technology stack centers on a standard insurance agency operations platform supplemented by an interactive "Clickable Coverage" graphics experience (a third-party-licensed digital engagement tool) and an Insuring Success podcast.

Houchens earns revenue through carrier commissions on policies placed, pricing determined per quote based on customer circumstances and selected carriers. Distribution combines licensed advisors (direct sales), website quote request capture (inside sales), physical office locations, and the Assurex Global international agency partnership. The firm pursues growth via tuck-in M&A, including the October 2023 acquisitions of Kentucky-based Henneberger and Flynn and Ohio-based LS Benefits Group, and has earned Insurance Journal Top 100 PC Agency and Big I Best Practices Agency recognition.

Name

Houchens Insurance Group

Legal name

Houchens Insurance Group

Website

https://higusa.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

Houchens Insurance Group is a privately held, independent insurance agency headquartered in Bowling Green, Kentucky, licensed in all 50 states. It serves businesses, individuals, employers, and public entities with multi-carrier insurance solutions across business, employee benefits, personal, Medicare, and industry-specific lines.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Large Group Health Insurance (Mid-Market & National Accounts) (FSAIAFAE)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Group Term Life Insurance (FSAIAAAJ), Condominium (HO-6) Insurance (FSAJACAC), Homeowners Association (HOA) Management (BPAJAHAB)

Keywords

• Independent insurance agency
• Commercial property casualty
• Employee benefits plans
• Personal lines insurance
• Medicare advantage plans

Headquarters

HQ city

Bowling Green

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: Houchens Insurance Group operates as an independent insurance agency earning commissions from insurance carriers. As an independent agency, they represent multiple insurance companies including Safeco Insurance and Liberty Mutual, earning commissions on policies sold to customers across business, employee benefits, and personal insurance lines.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Houchens Insurance Group is an independent insurance agency distributing business, employee benefits, personal, Medicare, and industry-specific insurance policies on behalf of multiple carriers. It is licensed in all 50 states and operates physical offices, a website quote engine, and licensed advisors to deliver customized coverage to businesses, employers, individuals, and public entities.

Product overview

Houchens Insurance Group is an independent insurance agency that offers a comprehensive portfolio of insurance solutions across multiple categories. The company operates through five legacy agencies combined into one unified group. Their product portfolio spans Business Insurance (including cyber liability, general liability, commercial property, workers compensation, business auto, umbrella, ocean marine, environmental, and risk management), Employee Benefits (group health, dental, vision, disability, life/AD&D, critical illness, long-term care, voluntary benefits, and employers risk services), Personal Insurance (home, auto, life, umbrella, renters, condo, high net worth, watercraft, travel, pet insurance, and the Hanover SafeTeen program), Medicare services (Medicare Advantage, Part D, hospital indemnity, final expense, ACA plans, and dental/vision/hearing plans), and Industry-Specific Insurance (covering restaurants, farms, manufacturers, mining, contractors, public entities, schools, trucking, warehousing, municipalities, non-profits, property managers, and more). The company is licensed in all 50 states and represents multiple insurance carriers including Safeco Insurance and Liberty Mutual.

Differentiator

Problem solved

Functional benefit

Brands

• HIG (Houchens Insurance Group abbreviation): Abbreviated brand name used on logo and communications
• HIG Risk Control and Safety Department
• Employers Risk Services
• Insuring Success Podcast
• Assurex Global Partnership

Products and services

• Cyber Liability Insurance Insurance coverage protecting businesses from losses related to data breaches, cyber attacks, and other cyber threats. For SMB and mid-market commercial accounts seeking cyber exposure protection.
• General Liability Insurance Coverage protecting businesses from third-party claims of bodily injury, property damage, and personal injury. For commercial accounts of all sizes.
• Commercial Property Insurance Insurance protecting business property including buildings, equipment, inventory, furniture, and fixtures against damage or loss. For commercial property owners and tenants.
• Workers' Compensation Insurance Coverage required by law protecting employees who suffer work-related injuries or illness. For employers across all industries.
• Business Auto Insurance Coverage for vehicles owned or leased by a business, including bodily injury, property damage, and comprehensive/collision coverage. For businesses with vehicle fleets.
• Commercial Umbrella / Excess Liability Insurance Higher liability limits (typically $2,000,000 to $10,000,000) extending over general liability, business auto, and other underlying policies. For commercial accounts seeking excess liability protection.
• Ocean Marine Insurance Coverage for cargo and shipments in transit by truck, rail, air, ship, or boat. For logistics, freight, and import/export businesses.
• Environmental Insurance Coverage protecting businesses from pollution-related liabilities including bodily injury and property damage from pollution incidents. For commercial accounts with environmental exposure.
• Risk Management Services Services helping businesses identify and manage various operational risks. For commercial clients seeking risk control beyond policy placement.
• Group Health Insurance Health insurance coverage for employer groups and their dependents. For employers offering health benefits to their workforce.
• Group Dental Insurance Dental coverage for employees as part of employer benefits packages. For employers assembling benefits portfolios.
• Group Vision Insurance Vision care coverage including routine eye exams and corrective lenses for employees. For employers assembling benefits portfolios.
• Disability Insurance Insurance protecting employees from temporary loss of income due to illness or injury, typically paying 60% of salary as tax-free income. For employers offering income-protection benefits.
• Life and Accidental Death & Dismemberment Insurance Coverage providing benefits to beneficiaries upon death or payment for specified dismemberment injuries. For employers offering group life benefits.
• Critical Illness Insurance Coverage providing lump sum payment for critical illnesses such as heart attack, stroke, or coronary artery disease. For employers and employees seeking supplemental health protection.
• Long-Term Care Insurance Coverage providing financial support for services required as individuals age or become unable to perform daily activities. For employers offering long-term care benefits.
• Group Voluntary Benefits Optional benefit programs employees can elect including critical illness, hospital indemnity, cancer coverage, and more. For employers offering voluntary benefits to employees.
• Employers Risk Services Services helping employers manage workplace risks and compliance requirements. For employer clients seeking risk consulting.
• Home Insurance Coverage protecting homeowners against property damage and liability on their residence. For individual homeowners.
• Auto Insurance Coverage for vehicles including liability, collision, comprehensive, and additional protection options. For individual vehicle owners.
• Individual Life Insurance Personal life insurance coverage providing financial protection and peace of mind for loved ones. For individuals and families seeking life insurance.
• Personal Umbrella Insurance Additional liability coverage extending over auto, homeowners, and other personal policies for added protection. For individuals seeking excess personal liability.
• Renters Insurance Coverage protecting personal belongings, liability, and additional living expenses for renters. For individuals renting their residence.
• Condo Insurance Coverage protecting personal property in condos including betterments, improvements, and liability protection. For condo owners.
• High Net Worth Insurance Comprehensive coverage tailored for individuals with large assets, combining home, vehicle, travel, and life insurance. For high-net-worth individuals seeking consolidated coverage.
• Watercraft Insurance Coverage for boats and watercraft including physical damage, liability, towing, and pollution liability. For individual boat and watercraft owners.
• Travel Insurance Coverage for trip cancellation, interruption, medical expenses, baggage loss, and travel-related emergencies. For individual travelers.
• The Hanover SafeTeen Program Program designed for teen drivers including teenSMART driving course, SmartPath mobile app, and ParentChoice deductible option. For families with teen drivers.
• Pet Insurance Coverage helping pet owners pay for routine checkups, emergency care, and medications for their pets. For individual pet owners.
• Medicare Services Comprehensive Medicare offerings including Medicare Advantage, Part D, and supplemental coverage options, plus enrollment assistance. For Medicare-eligible individuals (65+).
• Medicare Advantage Plans Alternative to Original Medicare bundling Parts A and B, often including Part D and additional benefits like vision, hearing, and dental. For Medicare-eligible individuals.
• Medicare Part D Prescription drug coverage plan that fills gaps of Medicare Parts A and B. For Medicare-eligible individuals needing prescription drug coverage.
• Hospital Indemnity Plans Plans providing cash benefits for each day confined in hospital, typically without deductibles or waiting periods. For Medicare-eligible or pre-Medicare individuals seeking hospital expense protection.
• Final Expense Insurance Permanent life insurance policy (benefit $5,000 to $20,000+) to cover funeral costs and related expenses. For individuals planning end-of-life expenses.
• ACA and Short-Term Medical Plans Health insurance options for those before Medicare eligibility, including Affordable Care Act marketplace plans. For pre-Medicare-eligible individuals needing interim coverage.
• Dental, Vision, and Hearing Plans Standalone coverage plans filling gaps in Medicare for dental, vision, and hearing services. For Medicare-eligible individuals seeking ancillary health coverage.
• Restaurant Insurance Comprehensive coverage for restaurants including liquor liability, food spoilage, business income, and workers compensation. For restaurant owners and operators.
• Farm Insurance Coverage for farms protecting property, livestock, crops, equipment, and liability including pollution and umbrella coverage. For farm owners and operators.
• Manufacturer Insurance Coverage tailored for manufacturing businesses including product recall, business interruption, and commercial umbrella. For manufacturers.
• Mining Insurance Insurance coverage designed for mining operations and related industries. For mining operators and related industries.
• Contractor Insurance Coverage for contractors including general liability, workers compensation, and business auto. For construction contractors and trades.
• Public Entity Insurance Coverage for local government entities, cities, and municipalities. For public entities and municipalities.
• School Insurance Coverage for educational facilities including business interruption, general liability, cyber liability, and employee benefits. For schools and educational institutions.
• Trucking Insurance Coverage for commercial trucking including motor truck cargo, physical damage, and non-trucking liability. For commercial trucking operators.
• Warehousing and Logistics Insurance Coverage for warehouses including bailee coverage, equipment breakdown, pollution cleanup, and business interruption. For warehouse and logistics operators.
• Condo Building Insurance Coverage specifically designed for condo building associations and management. For condo associations and building management.
• Dealership Insurance Insurance coverage for automobile and vehicle dealerships. For vehicle dealerships.
• Garage Repair Shop Insurance Coverage for automotive repair shops and garage operations. For garage and auto repair business owners.
• Hospitality Insurance Insurance for hotels and hospitality businesses. For hotels and hospitality operators.
• Landlord and Rental Property Insurance Coverage for landlords and rental property owners. For landlords and rental property owners.
• Medical Office Insurance Insurance coverage for medical practices and healthcare facilities. For medical practices and healthcare facilities.
• Municipality Insurance Coverage for cities and townships including property, law enforcement liability, and public officials liability. For municipalities and local government entities.
• Non-Profit Insurance Coverage for non-profit organizations including directors and officers liability and professional liability. For non-profit organizations.
• Property Manager Insurance Coverage for property management firms including E&O, commercial property, and crime coverage. For property management firms.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Assurex Global PartnershipcoreGTM or Marketing PartnerHouchens Insurance Group is a partner of Assurex Global, a global network of independent insurance agencies. This partnership provides access to international resources, industry expertise, and expanded capabilities to serve customers with complex or multi-location insurance needs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lockton Companies: World's largest independent insurance brokerage, comparable to HIG in its independent ownership model but materially larger, competing for the same mid-market and large employer accounts.
• Brown & Brown, Inc. National insurance brokerage with deep P&C and benefits capabilities and a long rollup history — a broad incumbent competitor for HIG's commercial and benefits segments.
• USI Insurance Services: One of the largest US insurance brokerage and consulting firms, competing for mid-market and large employer accounts that HIG also targets across business, benefits, and personal lines.
• Marsh McLennan: Global professional services firm whose Marsh brokerage is a dominant incumbent in commercial insurance, frequently cited as the upper bound of the competitive set for any independent agency scaling up.
• The Cincinnati Insurance Companies: Regional P&C carrier headquartered in Ohio with a strong independent-agent distribution model, comparable to HIG in Ohio/Kentucky geographic focus and a frequent carrier partner of agencies like HIG.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm, actively acquiring independent agencies, that competes across HIG's full P&C, benefits, and personal lines portfolio.

Others

• Assurex Global: Global network of independent insurance agencies of which HIG is a partner; an ecosystem enabler rather than a competitor, providing HIG with international reach and complex-account resources.

Direct peers

• NFP (an Aon company): Mid-market property & casualty, benefits, and personal lines broker built largely through rollup M&A — directly comparable to HIG's stated multi-line, multi-acquisition growth strategy.
• Holmes Murphy: Independent insurance brokerage with a strong employee benefits practice and multi-state Midwest footprint, directly comparable to HIG's Employee Benefits segment and the LS Benefits Group platform.
• Hylant Group: Large privately held independent insurance brokerage with a similar multi-line, mid-market focus and significant Ohio/Midwest presence, making it one of the closest scale-and-model comparables to Houchens Insurance Group.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/houchensins
• Facebookfacebook.com/HouchensInsuranceGroup

Compliance1 record

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&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Houchens Insurance Group