What PCF Insurance Services does

PCF Insurance Services, operating under the Trucordia brand since 2025, is an independent insurance brokerage organized as PCF Insurance Services of the West, LLC and headquartered in Bellingham, Washington. The firm was founded in 1946 as Rice Insurance, specializing in timber industry coverage, and was acquired in 2021 by PCF Insurance Services — a top 20 U.S. insurance broker with approximately 3,500 employees and operations in almost 40 states. The Bellingham unit rebranded to PCF Insurance Services in October 2023 and to Trucordia in 2025, while continuing to serve more than 20,000 clients under a 140+-business national network.

The company operates an independent brokerage model, representing clients (not carriers) and shopping across a broad panel of national and regional carriers including Progressive, Travelers, Chubb, The Hartford, Nationwide, MetLife, Liberty Mutual/Safeco, and several Blue Cross Blue Shield affiliates. Product offerings are organized into four categories: Specialty Divisions (14 verticals including assisted living, construction, manufacturing, life sciences, PE/M&A, transportation, hospitality, and surety bonds), Business Insurance, Personal Insurance, and Life & Health Insurance. The technology stack centers on a Vertafore-powered 24/7 client portal, online quote request systems, and a digital claims submission workflow; no proprietary AI/ML layer is disclosed.

Revenue is generated primarily through insurance brokerage commissions from carriers (percentage of placed premiums) supplemented by employee benefits consulting fees. The go-to-market combines enterprise field sales, inside sales, and direct-to-consumer channels — including a Dave Ramsey Endorsed Local Provider referral partnership and a Washington Health Benefit Exchange Enrollment Center designation. Customers range from individual consumers to small, mid-market, and large businesses, with pricing quote-based and billed monthly. The company is led by Peter Foy, Founder and CEO of the parent PCF Insurance Services organization.

Name

PCF Insurance Services

Legal name

PCF Insurance Services of the West, LLC

Website

https://pcfbellingham.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

PCF Insurance Services (operating as Trucordia) is an independent insurance brokerage and subsidiary of a top 20 U.S. insurance broker, serving 20,000+ individuals and businesses across personal, commercial, and 14 specialty verticals via a multi-carrier platform spanning almost 40 states.

Ownership category

akta.pro rank

Headquarters

HQ city

Bellingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: As an independent insurance broker, the company earns commissions from insurance carriers for policies placed. Commissions are typically a percentage of premium and vary by carrier, line of coverage, and policy size. The company shops various carriers to provide clients with optimal coverage and pricing.
2. Employee Benefits Consulting: Provides comprehensive benefits packages to businesses including health savings accounts, health reimbursement arrangements, wellness programs, and voluntary plans. Revenue generated through consulting fees and carrier commissions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

PCF Insurance Services is an independent insurance brokerage that places personal, business, and specialty insurance coverages with multiple national and regional carriers on behalf of its clients. The firm operates across personal lines, commercial lines, specialty industry programs, and life & health insurance, while also providing employee benefits consulting, claims advocacy, and risk management services. Revenue is generated primarily through carrier commissions on placed policies.

Product overview

PCF Insurance Services (operating as Trucordia) is an independent insurance brokerage firm offering a comprehensive portfolio of insurance products and services through four main categories: Specialty Divisions, Business Insurance, Personal Insurance, and Life & Health Insurance. The company provides access to multiple insurance carriers, allowing them to shop various markets to find optimal coverage and pricing for clients. Specialty divisions include niche programs for wood products, transportation/logistics, construction, manufacturing, assisted living facilities, hotels/hospitality, real estate, self-storage, life sciences, and surety bonds. The business insurance suite covers commercial property, vehicles, liability, workers compensation, and employment practices. Personal insurance encompasses home, auto, umbrella, earthquake/flood, rental property, motorsports, and watercraft coverage. Life & health offerings include employee benefits, individual health, life, and Medicare insurance. The firm operates through a client portal platform and offers additional services including claims advocacy, certificate of insurance issuance, and payment processing across multiple carrier platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Wood Products Insurance Specialty insurance program for the timber industry including logging, sawmills, brush clearing, forestry service, and related operations. Offers auto liability, pollution liability, general liability, loggers broad form, and contractors equipment coverage.
• Transportation & Logistics Insurance Insurance coverage for trucking firms, logistics companies, livery services, and towing operations, including excess and umbrella liability, warehouse legal liability, pollution liability, workers compensation, occupational accident, motor truck cargo, and trailer interchange.
• Surety Bonds Bonding and surety products including bid, performance, payment, supply, maintenance and subdivision bonds, license and permit bonds, fidelity bonds, customs bonds, and BMC 84 bonds for freight or property brokers.
• Self-Storage Insurance Insurance program for self-storage facilities featuring blanket limits, no coinsurance, business income coverage up to 24 months, equipment breakdown, and cyber liability coverage.
• Real Estate E&O Insurance Errors and omissions insurance for real estate brokerages and property management firms, providing protection against claims or suits from clients or parties involved in transactions.
• Private Equity & M&A Insurance Insurance solutions for private equity, venture capital, and SPAC companies including transactional insurance, due diligence, risk management for portfolio companies, and claims advocacy.
• Manufacturing Insurance Specialty insurance program for manufacturers with complex risk management needs, offering competitive pricing and comprehensive coverage through specialized manufacturing markets.
• Life Science Insurance Insurance coverage for medical device, pharmaceutical, biotechnology, clinical trials, and dietary supplement companies, including IP protection, product liability, D&O, EPL, GL, and workers compensation.
• Hotels & Hospitality Insurance Insurance for hospitality properties including property coverage with historic hotel building valuation, business income coverage up to 18 months, flood and earthquake, umbrella up to $300M, and tailored employee benefits.
• Fire Suppression and Security Contractors Insurance Specialized insurance program for fire suppression and security contractors covering general liability, umbrella/excess liability, commercial auto, professional liability, contractors pollution liability, fire sprinkler, fire alarm, and security systems.
• Construction Insurance Insurance for general contractors, specialty contractors, owners, and development groups with 70+ years of construction specialization. Covers property, inland marine, business auto, umbrella, pollution, and professional liability, including owner and contractor controlled insurance programs and builders risk.
• Condominium & HOA Insurance Insurance for condominium associations and HOAs, addressing replacement cost values, deductibles, and CC&R compliance requirements.
• Commercial Real Estate Insurance Insurance for apartments and commercial leased buildings featuring guaranteed replacement cost, loss of rents coverage, multiple deductible options, crime and fidelity coverage, and earthquake and flood availability; meets Fannie Mae and FHA standards.
• Assisted Living Insurance Insurance coverage for assisted living facilities, nursing homes, continuing care retirement communities, and independent living facilities, covering 700+ facilities nationwide with property and liability protection, including earthquake and flood at no additional charge.
• Commercial Property Insurance Coverage protecting business property and contents, including buildings, offices, inventory, outdoor signage, fence, landscaping, furniture, and equipment.
• Commercial Vehicle Insurance Coverage for vehicles used for business purposes including deliveries, hauling tools or equipment, and employee-operated vehicles or those owned under the business name.
• Directors and Officers Insurance Liability insurance for company directors and officers covering criminal, administrative, civil, and regulatory proceedings based on actual or alleged acts; often required by investors.
• Employment Practices Insurance Employment Practices Liability Insurance (EPLI) covering wrongful termination, discrimination, sexual harassment, retaliation, and other employee allegations.
• Excess Liability – Umbrella Insurance Commercial umbrella or excess liability policy providing coverage for claims over and above the limits of existing commercial policies including general liability, business owners policy, and auto liability.
• General Liability Insurance Universal business insurance covering advertising injury, personal injury, bodily injury, and property damage, protecting businesses from litigation costs, court costs, and settlements.
• Workers' Compensation Insurance Coverage providing wages and medical benefits to employees injured on the job, covering medical bills, disability payments, rehabilitation costs, partial missed wages, and funeral costs. Required in 49 states.
• Home & Renters Insurance Home insurance covering losses to the home, contents, loss of use, personal possessions from theft, and liability. Renters insurance offers coverage for personal belongings and liability to meet landlord requirements.
• Auto Insurance Auto insurance coverage for Washington state including bodily injury, medical or personal injury protection, property damage liability, collision, comprehensive, and uninsured motorist coverage.
• Umbrella Insurance Additional coverage extending over home, auto, and other assets, kicking in when major liability claims exhaust underlying policy limits to protect current assets and future earnings.
• Earthquake & Flood Insurance Coverage for earthquake and flood damage, addressing Washington-specific risks where over 50% of properties are in high-risk flood zones and the state experiences 1,000+ earthquakes per year.
• Rental Property Insurance Insurance for landlords covering property damage, legal counsel and fees, up to 12 months of lost rental income, and appliance coverage.
• Motorsports Insurance Coverage for recreational vehicles including motorcycles, dirt bikes, ATVs, side by sides, snowmobiles, golf carts, and collector vehicles.
• Watercraft Insurance Coverage for watercraft including medical payments, physical damage, liability, uninsured boaters, and fishing equipment.
• Employee Benefits Benefits package design for businesses including health savings accounts, health care reimbursement accounts, wellness programs, self-insured plans, employee assistance programs, long term care, medical, life/AD&D, disability, voluntary plans, and Section 125 cafeteria plans.
• Individual Health Insurance Health insurance options for self-employed individuals or those without employer-sponsored coverage, including plans from Washington Health Benefit Exchange, travel/temporary insurance, accident coverage, dental, and vision.
• Life Insurance Life insurance products including whole life, indexed universal life, survivorship, and term life insurance, working with multiple carriers to find competitive rates.
• Medicare Insurance Medicare coverage assistance helping individuals understand and navigate Medicare Parts A and B options with personalized coverage recommendations.
• Openly Home Insurance Partner home insurance product offered through PCF Insurance Services featuring Guaranteed Replacement Cost coverage up to $5 million, advanced technology for personalized quotes, and comprehensive protection for homeowners.

Quantifiable outcome

• Multi-policy discounts up to 35% available for bundling auto with home/renters insurance
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core.

• PCF Insurance Services (Parent Company)coreStrategic or Co-development Partner · 1 January 2021In 2021, Rice Insurance was acquired by PCF Insurance Services, a top 20 U.S. insurance broker with operations in almost 40 states. Rice Insurance rebranded to PCF Insurance Services in October 2023.
• Mutual of EnumclawcoreChannel Partner/ Reseller/ DistributorRegional insurance carrier providing personal and commercial insurance products. Mutual of Enumclaw is featured as a primary carrier partner on the company's carrier listing page.
• Safeco (Liberty Mutual)coreChannel Partner/ Reseller/ DistributorNational insurance carrier offering personal auto, home, and umbrella coverage. Safeco is listed among the carriers the agency proudly writes policies with.
• PemcocoreChannel Partner/ Reseller/ DistributorRegional carrier focused on personal insurance in the Pacific Northwest. Featured carrier partner for the Bellingham office.
• ProgressivecoreChannel Partner/ Reseller/ DistributorMajor national auto and home insurance carrier. Listed among carriers the agency writes policies with.
• NationwidecoreChannel Partner/ Reseller/ DistributorFortune 100 insurance carrier providing personal and commercial coverage. One of the carriers represented by the agency.
• Oregon MutualcoreChannel Partner/ Reseller/ DistributorRegional insurance carrier serving the Pacific Northwest. Listed among carriers for personal and commercial insurance.
• TravelerscoreChannel Partner/ Reseller/ DistributorMajor commercial and personal insurance carrier. Listed among carriers the agency writes policies with for both personal and commercial lines.
• The HartfordcoreChannel Partner/ Reseller/ DistributorNational carrier offering business insurance, auto, and home coverage. Listed among agency carrier partners.
• MetLifecoreChannel Partner/ Reseller/ DistributorGlobal insurance carrier providing life, dental, and other insurance products. Listed among carriers for health and life insurance.
• Grange InsurancecoreChannel Partner/ Reseller/ DistributorRegional carrier serving the Midwest and Southeast. Featured carrier for personal and commercial coverage.
• ForemostcoreChannel Partner/ Reseller/ DistributorCarrier specializing in specialty insurance products including manufactured housing and recreational vehicles.
• BerkleycoreChannel Partner/ Reseller/ DistributorCommercial lines insurance carrier. Listed among carriers for commercial insurance products.
• ChubbcoreChannel Partner/ Reseller/ DistributorLarge commercial and personal insurance carrier. ACE is listed among personal insurance payment partners.
• Kaiser PermanentecoreChannel Partner/ Reseller/ DistributorMajor health insurance provider in Washington state. Listed among health insurance carriers for individual and group coverage.
• PremeracoreChannel Partner/ Reseller/ DistributorBlue Cross Blue Shield affiliate serving the Pacific Northwest. Listed among health insurance payment options.
• RegencecoreChannel Partner/ Reseller/ DistributorBlue Cross Blue Shield affiliate serving Oregon, Washington, Idaho, and Utah. Listed among health insurance carriers.
• LifeWisecoreChannel Partner/ Reseller/ DistributorHealth insurance carrier affiliated with Premera. Listed among health insurance payment options.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Acrisure: Acrisure is one of the largest privately held U.S. insurance brokers, formed via aggressive roll-up of agencies and specialty practices. Closely comparable to Trucordia/PCF in private ownership, growth-via-acquisition strategy, top-20 size, and diversified specialty portfolio (including financial services and cyber).
• Hub International: Hub International is a top-10 privately held insurance brokerage with deep specialty division expertise (construction, transportation, healthcare, life sciences). Highly comparable to PCF/Trucordia on multi-carrier independent brokerage model, specialty vertical structure, and PE-backed growth strategy.
• Brown & Brown: Brown & Brown is a publicly traded insurance brokerage with strong specialty programs and a national footprint. Comparable to PCF/Trucordia across commercial P&C brokerage, employee benefits, and program business, though materially larger and with longer public-company operating history.
• Risk Strategies: Risk Strategies is a privately held national insurance brokerage with a specialty-focused growth strategy (healthcare, life sciences, construction, private client). Comparable to PCF/Trucordia on private ownership, specialty vertical focus, and acquisition-driven expansion.
• World Insurance Associates: World Insurance Associates is a PE-backed insurance brokerage rapidly built through acquisitions, with both personal and commercial lines plus specialty practices. Comparable to PCF/Trucordia on roll-up model, multi-state footprint, and personal/commercial/specialty mix.
• Alera Group: Alera Group is a privately held insurance and financial services firm formed through the combination of regional agencies, with strong middle-market commercial and employee benefits practices. Comparable to PCF/Trucordia on independent broker model, mid-market orientation, and decentralized partner-firm structure.
• Goosehead Insurance: Goosehead Insurance is a publicly traded independent insurance agency with personal-lines focus, franchise model, and digital self-service quoting portal. Comparable to PCF/Trucordia on the independent broker value proposition and digital client portal, though primarily consumer-facing.

Broad incumbents

• Arthur J. Gallagher & Co. Gallagher is a Fortune 500 global insurance brokerage and risk management firm. Overlaps with PCF/Trucordia on commercial P&C, employee benefits, and specialty risk solutions, but operates at significantly greater scale across global markets.
• Marsh McLennan: Marsh McLennan is the world's largest insurance broker and risk advisor (Marsh) combined with consulting (Oliver Wyman, Mercer). Overlaps with PCF/Trucordia on commercial brokerage and employee benefits but operates as a global, publicly traded incumbent.
• Aon plc: Aon is a global professional services firm with a large insurance brokerage and reinsurance business. Overlaps with PCF/Trucordia on commercial risk placement and employee benefits consulting but at vastly larger scale and with broader consulting/data services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/pcfinsuranceservices
• LinkedInlinkedin.com/company/rice-insurance-llc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 PCF Insurance Services