Firefighter Insurance Services
Firefighter Insurance Services is an independent insurance agency headquartered in Pasadena, California, distributing personal and commercial lines from more than 20 carriers to firefighters, fire-service families, and the broader public across all 50 U.S. states.
- Company typePrivate
- Founded2010
- HeadquartersPasadena, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Firefighter Insurance Services does
Firefighter Insurance Services, LLC is an independent insurance agency headquartered in Pasadena, California, founded in 2010 by a third-generation retired California firefighter to serve the fire-service community and the broader public. The agency distributes personal and commercial insurance products on behalf of more than 20 carriers — including The Hartford, Travelers, Mercury, Safeco, Progressive, CIG, Heritage, Hippo, GeoVera, Hagerty, Foremost, Aegis, American Modern, Personal Umbrella, Stillwater, Kemper, Nationwide, National General, State Fund, and the California Fair Plan — and is licensed in all 50 U.S. states. The product catalog spans personal lines (auto, classic car, motorcycle, ATV, RV, boat, watercraft, homeowners, renters, condo, earthquake, flood, life, umbrella, and pet insurance) and commercial lines (apartment owners, commercial auto, commercial property, business earthquake, workers' compensation, general liability, EPLI, and cyber liability).
The agency runs a direct, agency-led distribution model with inside sales agents and customer service representatives based in two California offices (Pasadena HQ at 1520 W Colorado Boulevard and a second office in Northridge), with a co-located affiliated office branded Trojan Insurance Services in Los Angeles. The technology stack centers on a website-based quote intake portal with state selection, line-of-business selection, a Canopy Connect integration for importing existing policies, Google reCAPTCHA for bot protection, encrypted PII storage, and an SMS subscription program delivered through Twilio or RingCentral with STOP/HELP keyword support. The public website is self-attested as WCAG 2.1 Level AA conformant.
Revenue is generated primarily through carrier commissions on placed policies, supplemented by a customer referral program that pays a $10 Amazon gift card per converted referral and a co-branded pet insurance arrangement with Figo Pet Insurance. The agency is a privately held LLC with no disclosed financial figures, no funding history, and no public stock listing. It operates within the Firefighters First Credit Union affiliate family — sharing SMS opt-in and cross-marketing with Firehouse Financial, Firefighters Trust Services, and Firefighters Tax Services — though no ownership or control relationship is stated.
Firefighter Insurance Services firmographics
Firmographics- Name
- Firefighter Insurance Services
- Legal name
- Firefighter Insurance Services, LLC
- Website
- https://firefighterinsuranceservices.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Firefighter Insurance Services is an independent insurance agency headquartered in Pasadena, California, distributing personal and commercial lines from more than 20 carriers to firefighters, fire-service families, and the broader public across all 50 U.S. states.
- Ownership category
- akta.pro rank
Where Firefighter Insurance Services is headquartered
LocationHeadquarters
- HQ city
- Pasadena
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Firefighter Insurance Services business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Carrier Commissions: Core revenue stream: as an independent insurance agency, Firefighter Insurance Services earns commissions from the insurance carriers it places business with (The Hartford, Travelers, Mercury, Safeco, Progressive, CIG, Heritage, Hippo, GeoVera, Hagerty, Foremost, Aegis, American Modern, Personal Umbrella, Stillwater, Allied, Civil Service Employees Insurance Group, etc.) across personal and commercial lines.
- Customer Referral Program (Affiliate): Customer referral program rewards $10 Amazon Gift Card per converted referral; serves as low-cost customer acquisition channel that drives additional commission-earning policy placements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Personal Lines (Auto, Home, Life, Umbrella, Pet, Flood, Earthquake, RV, Motorcycle, ATV, Boat, Watercraft, Classic Car) |
| Other | Annual | Commercial Lines (Commercial Property, Commercial Auto, Apartment Owners, Workers Comp, General Liability, EPLI, Cyber Liability, Business Earthquake) |
| Subscription | Monthly | Figo Pet Insurance (accident & illness, with optional Wellness Basic add-on) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Firefighter Insurance Services product offering
Product offeringCore offering
Firefighter Insurance Services is an independent insurance agency that sells personal and commercial insurance coverage on behalf of more than 20 carrier partners. It places auto, home, life, personal articles, and pet policies for individuals and places workers compensation, commercial vehicle, business owners, general liability, and apartment building coverage for commercial clients, earning commissions from the underwriting carriers.
Product overview
Firefighter Insurance Services, LLC is a single integrated independent insurance agency platform (rather than a multi-product SaaS suite), founded by a third-generation retired California firefighter and built around the firefighting community. The offering is organized as Personal lines (Vehicle: Auto, Classic Car, Motorcycle, ATV, RV/Motor Home, Boat, Personal Watercraft; Property: Homeowners, Renters, Condo, Earthquake, Flood; Additional: Life, Umbrella, Pet) and Business lines (Commercial Property: Apartment Owners, Commercial Auto, Commercial Property, Business Earthquake; Liability: Workers' Compensation, Business Liability, Cyber Liability, Employment Practices Liability). Customer service modules include an online Insurance Quote Service (with Canopy Connect policy import), a Service Request form hub, a Referral Program, and an SMS Notification Subscription operated jointly with affiliated Firefighters First Credit Union brands. Underlying carrier partners (Hartford, Heritage, GeoVera, Hippo, ASI/Progressive, Safeco, Hagerty, CIG, Foremost, Aegis, Personal Umbrella, American Modern, Travelers, Stillwater, Mercury, etc.) provide the actual risk-bearing products that FIS distributes and services.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Auto Insurance Auto insurance coverage for individual drivers, sourced from multiple carrier partners and tailored to personal vehicle use. Designed for individual consumers, particularly fire-service families in California.
- Homeowners Insurance Homeowners property and liability coverage for individual homeowners, sourced from multiple carrier partners. Used by personal clients to protect primary residences.
- Life Insurance Life insurance policies underwritten through the agency's carrier partners, offered to individual consumers for income protection and family financial planning.
- Personal Articles Insurance Coverage for collectibles and high-value personal items such as jewelry, antiques, or memorabilia, underwritten through the agency's carrier partners for individual collectors and households.
- Figo Pet Insurance Pet insurance coverage co-branded with Figo, accessed via the agency's online quote portal, providing veterinary expense reimbursement for individual pet owners.
- Apartment Building Insurance Commercial insurance for owners of small apartment buildings, covering property and landlord exposure, placed through carrier partners. Used by small commercial property owners in California.
- Workers Compensation Insurance Workers compensation coverage underwritten through carrier partners for small business employers needing statutory employee injury coverage.
- Commercial Vehicle Insurance Commercial auto coverage for business-owned vehicles, sourced from carrier partners and used by small businesses operating commercial fleets or service vehicles.
- Business Owners Insurance Business owners package (BOP) policies bundling property and liability coverage for small businesses, placed through the agency's carrier partners.
- General Liability Insurance Standalone commercial general liability coverage for small businesses that need third-party injury and property damage protection, sourced from the agency's carrier partners.
Quantifiable outcome
- Average cyber breach cost cited at $6.5 million per occurrence
- +6 more outcomes
Companies that use Firefighter Insurance Services
Customer profileIdeal customer profiles2 records
Firefighter Insurance Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Firefighter Insurance Services partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered flagship, core and minor.
- The HartfordflagshipPersonal and commercial lines carrier featured on homepage partner logo wall and listed on the Carriers page with claims (800.243.5860) and billing (860.547.5000) support. Agency places Hartford business across homeowners, auto and small commercial products.
- TravelersflagshipFeatured on homepage partner logos and explicitly named in About page as a dependable insurance provider. Claims 800.252.4633, billing 800.842.5075. Also represents Travelers Business (800.235.6225).
- Mercury InsuranceflagshipFeatured on homepage partner logos and About page as one of the dependable providers. Claims 800.503.3724; billing via mercuryinsurance.com/payment/options.html.
- SafecoflagshipFeatured on homepage partner logos and About page. Claims 800.332.3226, billing 888.723.3260.
- Capital Insurance Group (CIG)flagshipFeatured on homepage partner logos and About page. Claims 800.986.9974, billing 877.200.4220.
- Heritage InsuranceflagshipFeatured on homepage partner logo wall. Claims 855.415.7120, billing 855.620.9978.
- HippocoreFeatured on homepage partner logo wall. Claims 855.999.9746, billing 800.585.0705; modern homeowners insurance provider.
- GeoVera Specialty InsurancecoreFeatured on homepage partner logo wall and Carriers page; specialty earthquake carrier. Claims 800.859.8734, billing 800.232.3347.
- HagertycoreFeatured on homepage partner logo wall; classic/collector car specialist. Claims 800.385.0274, billing 877.922.9701.
- Foremost InsurancecoreFeatured on homepage partner logo wall; specialty carrier for boats, RVs, ATVs, mobile homes. Claims 800.527.3907, billing 800.532.4221.
- Aegis General InsurancecoreFeatured on homepage partner logo wall. Claims 800.233.2160, billing 844.207.4339.
- American Modern Insurance GroupcoreFeatured on homepage partner logo wall; specialty lines carrier. Claims 800.375.2075, billing 800.543.2644.
- Personal UmbrellacoreFeatured on homepage partner logo wall; umbrella specialty carrier. Phone 800.564.1799.
- Stillwater Insurance GroupcoreFeatured on homepage partner logo wall. Claims 800.220.1351, billing 855.712.4092.
- ASI/ProgressivecoreFeatured on homepage partner logo wall as ASI Progressive. Claims 866.274.5677, billing 866.274.8765.
- ProgressivecoreListed on Carriers page alongside ASI/Progressive. Claims 800.776.4737, billing 833.860.1303.
- California Fair PlanminorListed on Carriers page; California-specific last-resort property insurance pool. Claims 213.487.0111.
- Kemper Auto / Alliance UnitedminorListed on Carriers page; non-standard auto carrier. Claims 800.508.5833, billing 866.530.5500.
- National General Premier ClientminorListed on Carriers page; high-value auto/home carrier. Claims 800.325.1088, billing 844.287.2237.
- NationwideminorListed on Carriers page; national multi-line carrier. Claims 800.421.3535, billing 888.891.0267.
- State Fund InsuranceminorListed on Carriers page; California workers' compensation carrier. Phone 888.782.8338.
- Civil Service Employees Insurance Group (CSE / Allied)minorReferenced in About page as one of the dependable insurance providers FIS works with, alongside Allied, CIG, Travelers, Hartford, Safeco and Mercury.
- Figo Pet InsuranceflagshipCo-branded pet insurance partnership: FIS directs prospects to Figo via dedicated landing page (figopetinsurance.com/FFISPET). Plans start at $1.50/day with up to 100% reimbursement, 24/7 vet chat, 30-day money-back guarantee. Coverage underwritten by Independence American Insurance Company (IAIC). Figo Pet Insurance LLC NPN 16841904, CA License #0K02763.
- Canopy ConnectcorePolicy-import technology partner that securely retrieves a prospect's existing insurance policies to streamline quoting through FIS's online quote flow. Also used in Umbrella Insurance page for free policy comparison.
- Firefighters First Credit Union (FFFCU) Affiliate FamilyflagshipSister affiliate organization sharing SMS opt-in for marketing with Firefighters Insurance Services, Firehouse Financial, Firefighters Trust Services and Firefighters Tax Services. FFFCU is also listed as a referral source (contact form asks if prospects are current FFFCU members).
- Trojan Insurance ServicesminorAffiliate office co-located with Firefighter Insurance Services at 3720 S. Flower Street, Los Angeles, CA 90089 (phone 213.261.4151, trojaninsurance.org). Listed on the Contact page alongside FIS Pasadena office.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Firefighter Insurance Services competitors and assessment
Company assessmentDirect peers
- Trojan Insurance Services: Co-located affiliate agency (3720 S. Flower Street, Los Angeles) operating out of the same contact listings as Firefighter Insurance Services, targeting the same fire/public-safety community with a similar independent brokerage model. Operationally the closest direct peer.
Broad incumbents
- Goosehead Insurance: Large, publicly traded independent insurance agency distributing across a broad carrier panel. Same core business model (independent agent, multi-carrier, multi-line) as FIS, but at vastly greater scale and with a corporate-franchise structure.
- Brightway Insurance: National independent insurance agency franchise offering home, auto, and commercial lines across a multi-carrier panel. Highly comparable business model to FIS (multi-carrier independent agent, commission-based) at materially larger scale.
- Frankenmuth Insurance: Mutual insurance company with a strong independent agent distribution model and a community/affinity positioning similar to FIS's fire-service niche. Comparable in carrier-agnostic, agent-led distribution to a niche customer base.
- Farmers Insurance: Large, multi-line insurer with a captive agent distribution model. Overlaps with FIS on personal and commercial lines and is a likely competitor for the same fire-service family household insurance dollar, but at far greater scale and with proprietary products.
- GEICO: Direct-to-consumer auto and home insurance giant. Represents the structural competitive threat to independent agents like FIS in commoditized personal lines where price comparison drives purchase decisions.
Emerging players
- Hippo Insurance: Modern, technology-driven homeowners insurer. Hippo is both a direct competitor in the homeowners space and a carrier partner listed on FIS's own panel, making it a meaningful adjacent comparable on technology-led insurance distribution.
- Lemonade: Direct-to-consumer insurtech offering renters, home, auto, pet, and life insurance primarily through a mobile app. Represents the D2C model that pressures the independent agent channel FIS operates in.
- Policygenius: Online insurance marketplace that compares life, home, auto, and disability policies across multiple carriers. Comparable to FIS in product breadth across carriers, but reaches customers through a digital-first experience rather than agent-led service.
Others
- Trusted Choice: Network brand for independent insurance agents in the U.S. FIS is structurally a Trusted Choice-type independent agency; this represents the network/cooperative competitive set rather than a single direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Firefighter Insurance Services social profiles
Digital presenceFirefighter Insurance Services compliance and trust
Trust signalCompliance2 records
Firefighter Insurance Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Firefighter Insurance Services leadership team
Management profileNumber of profiles
Profiles1 record
Firefighter Insurance Services subsidiaries and ownership
Company hierarchySubsidiaries1 record
Firefighter Insurance Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Firefighter Insurance Services 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 Firefighter Insurance Services
What does Firefighter Insurance Services do?
Firefighter Insurance Services is an independent insurance agency that sells personal and commercial insurance coverage on behalf of more than 20 carrier partners. It places auto, home, life, personal articles, and pet policies for individuals and places workers compensation, commercial vehicle, business owners, general liability, and apartment building coverage for commercial clients, earning commissions from the underwriting carriers.
Is Firefighter Insurance Services a public or private company?
Firefighter Insurance Services is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Firefighter Insurance Services founded?
Firefighter Insurance Services was founded in 2010. It employs 1 to 10 people.
Where is Firefighter Insurance Services based?
Firefighter Insurance Services is headquartered in Pasadena, United States, in the North America region.
How does Firefighter Insurance Services make money?
Two revenue lines are on record. Insurance Carrier Commissions are the primary driver. The others are customer Referral Program (Affiliate).
Who are Firefighter Insurance Services's main competitors?
Trojan Insurance Services is listed as a direct peer. Broad incumbents are Goosehead Insurance, Brightway Insurance, Frankenmuth Insurance, Farmers Insurance and GEICO. Emerging players are Hippo Insurance, Lemonade and Policygenius. Trusted Choice is listed as an others.
Does Firefighter Insurance Services have an API?
No public API is recorded for Firefighter Insurance Services.