Norgaard Agency
- Company typePrivate
- Founded1900
- HeadquartersBlack River Falls, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
Norgaard Agency firmographics
Firmographics- Name
- Norgaard Agency
- Legal name
- Norgaard Agency, Inc.
- Website
- https://norgaardagency.com
- Company type
- Private
- Founded year
- 1900
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where Norgaard Agency is headquartered
LocationHeadquarters
- HQ city
- Black River Falls
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Norgaard Agency business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Insurance Commissions: As an independent insurance agency representing 15+ insurance companies, Norgaard Agency earns commissions from insurance carriers for placing and servicing insurance policies for their clients. The agency does not charge customers directly for their advisory services; instead, they receive compensation from the insurance companies they represent.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Customized insurance coverage with no standardized pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Norgaard Agency product offering
Product offeringCore offering
Norgaard Agency is an independent insurance agency that places and services insurance policies by representing 15+ insurance carriers. It sells Personal, Business, Farm, Life, and Cyber Security insurance coverage to individuals, families, businesses, and farms throughout Wisconsin, earning commissions from carrier partners rather than charging clients directly.
Product overview
Norgaard Agency is an independent insurance agency that serves Western Wisconsin from its Black River Falls location, representing 15+ insurance carrier companies. The company offers a portfolio of core insurance products including Personal Insurance (homeowners, auto, life), Business Insurance (BOP, commercial auto, worker's compensation, umbrella), Farm Insurance (farmowners, crop hail, farm auto for dairy, beef, hog, grain, cranberry, fruit, vegetable farms, and custom farming), Life Insurance (whole, term, children's, mortgage life), and Cyber Security Protection. The agency differentiates itself through its network of multiple carrier partnerships, enabling customized coverage solutions tailored to individual client needs and budgets. All products are accessed through the agency's staff-assisted consultation model rather than a self-service digital platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Insurance Comprehensive personal insurance coverage including homeowners insurance, auto insurance (ATV, boat, motorcycle, snowmobile, collector car), and life insurance options, designed to protect individuals' homes, vehicles, and financial security.
- Business Insurance Customizable commercial insurance packages for Wisconsin businesses of all sizes including business owner policies (BOP), commercial auto coverage, workers compensation packages, and commercial umbrella policies.
- Farm Insurance Specialized farm coverage including farmowners, crop hail, and farm auto insurance policies, with programs for dairy, beef, hog, grain, cranberry, fruit, and vegetable farms, as well as custom farming operations.
- Life Insurance Life insurance products including affordable whole life insurance, children's life insurance, term life insurance, and mortgage life insurance, tailored for individuals, married couples, empty nesters, retirees, and small business owners.
- Cyber Security Protection
Quantifiable outcome
- Trusted for over 120 years providing longevity and reliability to customers.
Companies that use Norgaard Agency
Customer profileSegments5 records
Ideal customer profiles4 records
Norgaard Agency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Norgaard Agency partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core.
- Auto-OwnerscoreAuto-Owners Insurance is one of the insurance carriers represented by Norgaard Agency. Their logo appears prominently on the carriers page and throughout the website footer, indicating a significant partnership relationship.
- Accident FundcoreAccident Fund is an insurance carrier partner represented by Norgaard Agency, providing workers compensation and related insurance products.
- AcuitycoreAcuity is an insurance carrier partner represented by Norgaard Agency for commercial and personal insurance products.
- American ModerncoreAmerican Modern is an insurance carrier partner represented by Norgaard Agency, specializing in specialty insurance products.
- Foremost InsurancecoreForemost Insurance is an insurance carrier partner represented by Norgaard Agency for specialty insurance coverage.
- Hastings MutualcoreHastings Mutual Insurance is an insurance carrier partner represented by Norgaard Agency.
- North Star MutualcoreNorth Star Mutual is an insurance carrier partner represented by Norgaard Agency.
- SFMcoreSFM (State Fund Mutual) is an insurance carrier partner represented by Norgaard Agency for workers compensation and related coverage.
- Western NationalcoreWestern National Insurance is an insurance carrier partner represented by Norgaard Agency.
- Eagle Point Mutual InsurancecoreEagle Point Mutual Insurance is an insurance carrier partner represented by Norgaard Agency.
- Germantown MutualcoreGermantown Mutual Insurance is an insurance carrier partner represented by Norgaard Agency.
- IMT InsurancecoreIMT Insurance is an insurance carrier partner represented by Norgaard Agency.
- Progressive InsurancecoreProgressive Insurance is a major insurance carrier partner represented by Norgaard Agency for auto and other personal insurance products.
- SecuracoreSecura Insurance is an insurance carrier partner represented by Norgaard Agency.
- Farmers Mutual HailcoreFarmers Mutual Hail is an insurance carrier partner represented by Norgaard Agency, specializing in crop insurance products.
- Grinnell MutualcoreGrinnell Mutual Insurance is an insurance carrier partner represented by Norgaard Agency.
- NAU Country InsurancecoreNAU Country Insurance is an insurance carrier partner represented by Norgaard Agency, specializing in crop insurance.
- Rockford Mutual InsurancecoreRockford Mutual Insurance is an insurance carrier partner represented by Norgaard Agency.
- United MutualcoreUnited Mutual Insurance is an insurance carrier partner represented by Norgaard Agency.
Scale indicators3 records
Recent moves4 records
Expansion highlights3 records
Norgaard Agency competitors and assessment
Company assessmentDirect peers
- Robertson Ryan & Associates: Wisconsin-based independent insurance agency offering personal, commercial, and life insurance through a multi-carrier model. Comparable to Norgaard as a similarly structured Wisconsin independent agency competing in overlapping customer segments across the state.
- M3 Insurance: Wisconsin-headquartered independent insurance brokerage providing personal, commercial, benefits, and surety solutions. Comparable to Norgaard as a Wisconsin-rooted multi-line agency, though M3 is significantly larger and operates multiple offices.
- The Crichton Company: Independent insurance agency operating with a multi-carrier distribution model across personal, business, and specialty lines. Comparable to Norgaard in independent agency structure, multi-carrier approach, and small/mid-market customer base.
Broad incumbents
- Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with extensive personal, commercial, and specialty practices. Comparable to Norgaard as a multi-carrier brokerage model but operating at vastly larger scale across many geographies.
- Brown & Brown, Inc. Large publicly traded insurance brokerage distributing personal, commercial, and specialty lines through carrier partnerships and acquired agencies. Comparable to Norgaard in agency-distribution model and multi-line focus, but at national scale.
- Hub International: North American insurance brokerage with a network of offices offering personal, commercial, life, and specialty coverage. Comparable to Norgaard in independent agency distribution and multi-carrier approach, with overlap in farm and small commercial lines.
- Marsh McLennan: Global professional services firm combining Marsh (insurance brokerage) with Mercer, Oliver Wyman, and Guy Carpenter. Comparable to Norgaard in providing brokerage and risk advisory services, though at enterprise scale across commercial, specialty, and reinsurance lines.
Regional players
- AssurePlus / Hausmann Group: Midwestern independent insurance agency offering personal, commercial, and benefits products through carrier partnerships. Comparable to Norgaard in structure and product mix, though primarily Nebraska/regional rather than Wisconsin.
Emerging players
- Lemonade: Digital-first insurance carrier selling homeowners, renters, pet, and life insurance directly to consumers via a mobile app. Comparable to Norgaard in serving personal insurance needs but representing a structurally different (direct, tech-led) competitive threat rather than a partner.
- Hippo Insurance: Insurtech focused on homeowners insurance sold directly online with embedded smart-home data. Comparable to Norgaard in addressing homeowners and small commercial risk, but through a digital, carrier-side model rather than an agency.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
Norgaard Agency social profiles
Digital presenceNorgaard Agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
Norgaard Agency leadership team
Management profileNumber of profiles
Norgaard Agency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Norgaard Agency M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Norgaard Agency
What does Norgaard Agency do?
Norgaard Agency is an independent insurance agency that places and services insurance policies by representing 15+ insurance carriers. It sells Personal, Business, Farm, Life, and Cyber Security insurance coverage to individuals, families, businesses, and farms throughout Wisconsin, earning commissions from carrier partners rather than charging clients directly.
Is Norgaard Agency a public or private company?
Norgaard Agency is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Norgaard Agency founded?
Norgaard Agency was founded in 1900. It employs 1 to 10 people.
Where is Norgaard Agency based?
Norgaard Agency is headquartered in Black River Falls, United States, in the North America region.
How does Norgaard Agency make money?
One revenue line is on record: insurance Commissions.
Who are Norgaard Agency's main competitors?
Direct peers on record are Robertson Ryan & Associates, M3 Insurance and The Crichton Company. Broad incumbents are Arthur J. Gallagher & Co., Brown & Brown, Inc., Hub International and Marsh McLennan. AssurePlus / Hausmann Group is listed as a regional player. Emerging players are Lemonade and Hippo Insurance.
Does Norgaard Agency have an API?
No public API is recorded for Norgaard Agency.