General Insurance Agency

What General Insurance Agency does

General Insurance Agency is an independent insurance agency headquartered at 2379 N Main St, Bluffton, IN, originally founded in 1929 and family-owned since 1974. It was acquired in December 2022 and now operates as a wholly-owned subsidiary within WalkerHughes Insurance, a privately-held regional brokerage that runs 26 physical offices across Indiana, Missouri, Illinois, and Ohio. General Insurance Agency delivers personal-lines coverage (auto, home, farm, life, and related products), commercial property and casualty, and Employee Benefits consulting, serving individuals, families, and small-to-mid-sized businesses in Midwest communities.

The agency distributes a broad product portfolio — twelve personal-lines categories and eight commercial industry verticals (auto dealers, construction, agriculture, manufacturing, public entity, restaurants, schools/universities, and transportation) — through face-to-face consultations, phone sales (800.651.7895), and online quote requests, supported by a Vertafore-powered commercial client portal. As an independent agency, it represents multiple carrier partners and earns commission-based revenue on policies placed and renewed; pricing is quote-based and varies by risk profile and underwriting criteria. The underlying technology stack is conventional for the industry: no proprietary AI/ML, no mobile apps, and no disclosed API platform.

The broader WalkerHughes business model is an acquisition-driven roll-up: a dedicated M&A team (VP Corporate Development Casey Sears plus a second VP Corporate Development) systematically acquires independent agencies, retains their legacy brands and client relationships, and layers on shared-services infrastructure (HR, finance, technology, compliance, marketing). The organization carries a Big I Agency of the Year (2019) credential, is led by CEO Benjamin Schoettmer, and continues to consolidate acquired offices (Auburn/Albion Nov 2024; Noblesville/Fishers 2025; Vincennes Dec 2025) while opening new locations to support geographic expansion into Illinois and Ohio.

Name

General Insurance Agency

Legal name

WalkerHughes Insurance

Website

https://generalins.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

1–10 employees

Short description

General Insurance Agency is a Bluffton, Indiana-based independent insurance agency (founded 1929) operating as a wholly-owned subsidiary of WalkerHughes Insurance. It distributes personal, commercial, farm, and life insurance products through 26 Midwest offices, earning commission-based revenue from multiple carrier partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Bluffton

HQ country

United States

HQ region

North America

Offices25 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions: WalkerHughes Insurance generates revenue through commissions earned from insurance carriers when policies are sold and renewed. As an independent agency, they represent multiple insurance carriers (mentioned as 'Carrier Partners'), earning commissions on each policy placed.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

General Insurance Agency is an independent insurance brokerage that sells personal lines insurance (auto, home, life, motorcycle, boat, condo, renters, farm, classic car, recreational vehicle, special event, umbrella) and commercial insurance (property and casualty, employee benefits, and industry-specific programs for auto dealers, construction, agriculture, manufacturing, public entities, restaurants, schools, and transportation). It earns commissions by placing and servicing these policies with multiple carrier partners on behalf of individuals, families, and businesses.

Product overview

WalkerHughes Insurance operates as a regional insurance agency providing a comprehensive portfolio of personal and commercial insurance products. Their personal lines include 12 distinct coverage types: Auto, Boat & PWC, Classic Car, Condo, Farm Owners, Homeowners, Life, Motorcycle, Recreational Vehicle, Renters, Special Event, and Umbrella & Excess Insurance. For business clients, they offer Employee Benefits Consulting and Property & Casualty coverage, with specialized industry-specific programs for Auto Dealers, Construction Services, Farm/Agricultural Businesses, Manufacturing, Public Entity, Restaurants & Food Service, Schools & Universities, and Transportation. The company has grown through acquisitions of multiple regional agencies and maintains 26 physical office locations across Indiana, Missouri, Ohio, and Illinois.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Coverage for personal vehicles including liability, collision, and comprehensive protection, for individual vehicle owners.
• Homeowners Insurance Coverage for homes including property and liability protection, with options for high-value collections and additional coverage for jewelry, art, and other special items.
• Life Insurance Term and whole life coverage for final expenses, income replacement, debt protection, and long-term planning for individuals and families.
• Motorcycle Insurance Specialized coverage for motorcycles including liability, property, medical payments, custom equipment, OEM parts, and accessories.
• Boat & PWC Insurance Insurance coverage for boats and personal watercraft.
• Condo Insurance Coverage for condominium owners protecting their unit and personal belongings.
• Classic Car Insurance Specialized coverage for antique and classic vehicles, typically for cars over 25 years old used for limited driving.
• Farm Owners Insurance Protection for farms and hobby farms including dwellings, outbuildings, equipment, and liability coverage.
• Recreational Vehicle Insurance Coverage for recreational vehicles including golf carts and other recreational vehicles.
• Renters Insurance Protection for renters covering personal belongings and liability.
• Special Event Insurance Coverage for special events such as weddings.
• Umbrella & Excess Insurance Additional liability coverage that extends beyond standard policy limits for personal lines customers.
• Employee Benefits Consulting Consulting services for employee benefits programs including health, wellness, and benefits administration for business clients.
• Property & Casualty Insurance Commercial property and casualty coverage for businesses including property, liability, workers compensation, and commercial auto.
• Farm/Agricultural Businesses Insurance Coverage for farms, ranches, and agricultural operations including hobby farms, covering farm property, equipment, livestock, and crop risks.
• Construction Services Insurance Insurance solutions tailored for construction companies and contractors including builders risk and construction liability.
• Manufacturing Insurance Insurance coverage for manufacturing operations including manufacturing liability, product coverage, and equipment insurance.
• Auto Dealers Insurance Specialized coverage for automobile dealerships including dealer-specific risks, inventory coverage, and dealer bond requirements.
• Public Entity Insurance Coverage for government entities and public organizations including municipal liability and public official coverage.
• Restaurants & Food Service Insurance Specialized coverage for restaurants and food service businesses including restaurant liability, food service coverage, and liquor liability.
• Schools & Universities Insurance Insurance programs for educational institutions including school district and university coverage.
• Transportation Insurance Coverage for transportation and trucking companies including trucking insurance, fleet coverage, and cargo insurance.

Segments11 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Carrier PartnerscoreOthersWalkerHughes Insurance operates as an independent agency representing multiple insurance carriers. The company mentions 'Carrier Partners' as part of their ecosystem but does not disclose specific carrier names on their website.

Scale indicators2 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• World Insurance Associates: A rapidly growing insurance brokerage built through aggressive M&A of independent agencies, comparable in growth strategy and product mix (personal, commercial, employee benefits). Closely comparable as a PE-backed roll-up targeting regional independents.
• Alera Group: PE-backed national insurance agency formed through the merger of mid-sized regional agencies, offering personal, commercial, and employee benefits. Highly comparable multi-line, multi-state independent agency roll-up model.
• Keystone Insurers Group: Alliance/roll-up of independent insurance agencies across the Midwest and Mid-Atlantic, with personal and commercial lines. Highly comparable model as a privately held, multi-state independent agency network.
• The IMA Group: Privately held, multi-state insurance brokerage offering commercial, personal, and employee benefits, built in part through regional agency acquisitions. Comparable in size, product mix, and Midwest presence.

Broad incumbents

• Acrisure: One of the largest U.S. insurance brokers, built almost entirely through acquisitions of retail agencies and brokerages. Comparable acquisition-led model and product breadth, though substantially larger in scale and PE-backed.
• Hub International: Major North American insurance brokerage with a long history of acquiring independent agencies. Overlaps in product set (personal, commercial, employee benefits) and M&A-driven growth, though significantly larger and more geographically diversified.
• USI Insurance Services: Large national broker offering property/casualty, employee benefits, and personal lines, with significant presence in the Midwest. Comparable product portfolio though much larger scale and more institutional client mix.

Others

• Assurex Global: Partnership network of independent commercial insurance, risk management, and employee benefits brokers. Comparable as a peer/partner ecosystem for independent agencies seeking broader carrier and specialty access.

Emerging players

• Brown & Riding Insurance Services: Privately held specialty insurance brokerage focused on commercial and wholesale lines with selective M&A. Comparable in private, acquisitive posture though more wholesale/specialty-skewed than WalkerHughes' retail mix.
• Burns & Wilcox: Specialty insurance wholesaler and brokerage serving retail agents, with comparable product breadth across personal and commercial specialty lines. Adjacent rather than directly competitive but a relevant reference for the regional brokerage space.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries34 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 General Insurance Agency