DMA Insurance Services

What DMA Insurance Services does

DMA Insurance Services, Inc. is an independent, privately held insurance agency and brokerage headquartered in Brea, California, serving individuals, families, and businesses in Southern California through additional branch offices in Orange and Palm Springs. The firm distributes Auto, Home (homeowners/condo/renters), Recreational Vehicle (motorcycle, ATV, boat, RV), Commercial (manufacturers, retail, offices, apartments, restaurants, contractors, landscapers, professional liability, commercial auto), Life, Health, and Workers Compensation insurance on behalf of multiple established carriers — explicitly Mercury, Hartford, Progressive, State Fund, and Blue Shield. As an independent broker, DMA's revenue mechanics are commission-based, earning on both new policies placed and renewals maintained, with no proprietary technology platform disclosed.

The company's go-to-market is sales-led and direct: free, no-obligation quotes delivered over the phone, email, and per-product web quote request forms, with dedicated branch phone numbers (Brea 714.990.4362, Orange 714.704.1170, Palm Springs 760.416.3376) and a single shared inbox ([email protected]). Customer segments are horizontal — primarily individual consumers seeking auto and home coverage, recreational-vehicle owners, and small to mid-sized commercial accounts — with a horizontal segmentation approach across P&C and life/health lines. Differentiators rest on multi-carrier access, custom-tailored coverage, and deep-personal-touch service rather than technology; the firm explicitly compares against direct-to-carrier channels on the basis of "competitive rates from leading companies with one phone call."

Operationally, DMA is a micro-brokerage (1–10 employees) founded and owned by Dito and Michelle Armento, with combined decades of insurance and client-services experience. There is no evidence of external capital, no parent entity, no M&A activity, no proprietary technology, and no digital marketing infrastructure beyond a static website; competitive advantage is rooted in carrier relationships and founder reputation rather than scale economics, data assets, or platform technology.

Name

DMA Insurance Services

Legal name

DMA Insurance Services, Inc.

Website

https://dmainsurance.net

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

DMA Insurance Services is an independent insurance brokerage in Southern California that distributes auto, home, recreational, commercial, life, and health policies on behalf of multiple carriers, serving thousands of individuals, families, and small-to-mid-sized businesses through three branches.

Ownership category

akta.pro rank

Headquarters

HQ city

Brea

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Agency Commissions: As an independent insurance broker, DMA Insurance Services earns revenue through commissions paid by the insurance carriers they represent (Mercury, Hartford, Progressive, State Fund, Blue Shield, etc.). Commissions are earned on new policies placed and renewals maintained. The company represents multiple established insurance companies, giving them access to competitive rates from leading carriers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

DMA Insurance Services is an independent insurance brokerage placing personal and commercial policies on behalf of multiple established carriers. The agency sells auto, home, recreational vehicle, commercial, life, health, and workers compensation insurance to individuals, families, and businesses in Southern California, earning carrier commissions on new policies and renewals and providing free, no-obligation comparative quotes.

Product overview

DMA Insurance Services is a full-service independent insurance agency/broker with three branches located in Southern California (Brea headquarters, Orange, and Palm Springs). As an independent broker representing multiple established insurance companies (Mercury, Hartford, Progressive, State Fund, Blue Shield), the company offers a comprehensive portfolio of insurance products that are custom-tailored to individual client needs. The core product line includes Auto Insurance, Home Insurance (homeowners/condo/renters), Recreational Vehicle Insurance (motorcycles, ATVs, boats, RVs), Commercial Insurance, Life Insurance, and Workers Compensation Insurance. The company differentiates through competitive rates obtained by representing multiple carriers, personalized policy analysis, and dedicated customer service, allowing clients to obtain coverage from leading companies with a single phone call.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Custom-tailored personal auto insurance covering liability, collision, comprehensive, rental reimbursement, and towing, with quotes sourced from multiple carriers and discounts for Good Driver, Multi Car, Multi Policy with Homeowners, Occupational, Good Student, Senior Mature Driving, and Continuous Insurance.
• Home Insurance Property insurance for homeowners, condo owners, and renters including dwelling, personal property, liability, and optional earthquake and flood coverage, with discounts for burglar/fire alarms, claim-free history, and bundling with auto, plus coordination with escrow for new purchases and refinances.
• Recreational Vehicle Insurance Specialty insurance for motorcycles (cruisers, touring, dirt, sport, custom, vintage), ATVs (sport, utility, youth), boats up to 50 feet and $250,000 in value, RVs from pop-ups to coaches, and trailers, with options such as accessories replacement cost, safety riding apparel coverage, total loss replacement, disappearing deductibles, on-water towing, and 24-hour roadside assistance.
• Commercial Insurance Business insurance covering manufacturers, retail stores, office buildings, apartment buildings, restaurants, contractors, landscapers, commercial auto, and professional liability, including general liability and workers compensation, with carrier loss-control recommendations that may reduce premiums.
• Life Insurance Life insurance products offered through the agency's portfolio of carrier relationships for individuals and families seeking personal protection.
• Health Insurance Health insurance products available through the agency's carrier panel (including Blue Shield), offered alongside its property and casualty lines.
• Workers Compensation Insurance Workers compensation coverage for businesses, with access to State Fund (California State Compensation Insurance Fund) and carrier loss-control recommendations designed to help reduce premiums.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Mercury InsurancecoreChannel Partner/ Reseller/ DistributorMercury Insurance is one of the insurance carriers represented by DMA Insurance Services as an independent broker. DMA earns commissions on policies placed with Mercury for auto, home, and other insurance lines.
• Hartford InsurancecoreChannel Partner/ Reseller/ DistributorHartford Insurance is one of the established insurance carriers represented by DMA Insurance Services. DMA sells Hartford insurance products to their client base as an independent broker.
• Progressive InsurancecoreChannel Partner/ Reseller/ DistributorProgressive Insurance is one of the insurance carriers represented by DMA Insurance Services. DMA earns commissions on auto and other policies placed with Progressive for their clients.
• State Fund (California State Compensation Insurance Fund)coreChannel Partner/ Reseller/ DistributorState Fund is one of the insurance carriers represented by DMA, particularly for workers compensation coverage. State Fund is excellent with loss control recommendations that can help reduce premiums.
• Blue ShieldminorChannel Partner/ Reseller/ DistributorBlue Shield is referenced as one of the insurance companies DMA represents, offering health insurance products alongside their property and casualty lines.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Woodruff Sawyer & Co. San Francisco-headquartered independent insurance broker serving commercial and personal clients across multiple lines. Comparable West Coast independent broker of similar institutional positioning.
• Heffernan Insurance Brokers: California-based independent insurance brokerage offering multi-line personal and commercial coverage through carrier appointments. Most relevant direct analogue to DMA's independent multi-line model with a stronger mid-market tilt.
• Leavitt Group: Mid-sized independent insurance agency network offering personal, commercial, and benefits products through multiple carrier appointments. Same multi-line independent agency DNA as DMA but at greater scale.

Broad incumbents

• USI Insurance Services: Large national insurance brokerage and employee benefits firm placing personal and commercial coverage through carrier appointments. Comparable scaled multi-line distributor.
• Acrisure: Rapidly growing insurance brokerage built largely through roll-ups of independent agencies. Active acquirer of sub-scale agencies like DMA and a likely buyer or roll-up candidate.
• Insurance Office of America: Mid-to-large independent insurance agency offering commercial and personal lines through carrier partnerships. Closest size-tier analog to a growing DMA.
• HUB International: Major North American insurance brokerage offering property, casualty, life, health and employee benefits through carrier relationships. Comparable broker distribution model with significant acquisition appetite for sub-scale agencies.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm placing personal, commercial and specialty lines through an extensive carrier network. Represents the scaled incumbent version of DMA's agency-broker model.
• Brown & Brown, Inc. Large publicly traded insurance brokerage providing retail and wholesale brokerage, employee benefits, and risk management across all major lines. A scaled version of DMA's multi-line agency model.

Emerging players

• Lemonade: Digital-first, direct-to-consumer Insurtech using AI-driven underwriting and mobile app distribution. Represents the disruptive model threatening traditional SoCal independent agencies like DMA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 DMA Insurance Services