1st Guard

What 1st Guard does

1st Guard Corporation is a US-based direct writer of commercial truck insurance, founded in 1937 in Detroit, Michigan and currently headquartered in Venice, Florida. The company specializes in insurance products for independent owner operators and small fleet operators, offering Physical Damage, Non-Trucking Liability, Occupational Accident, Trucker Liability (Primary/Commercial Auto Liability), and Trucker Cargo Insurance. Its rated carrier subsidiary, First Guard Insurance Company, holds an AM Best 'A' financial strength rating. The company is a wholly owned subsidiary of Biglari Holdings Inc. (NYSE: BH), which acquired it in 2014.

The company's core technology consists of a direct-writing insurance platform with an online customer portal (my.1stguard.com), a mobile application for iPhone, and a fleet management platform with analytics dashboards. These tools enable self-service policy management, certificate retrieval, claims submission with photo upload, and real-time communication with in-house licensed truck insurance adjusters. Fleet operators can add or remove equipment and drivers, change unit numbers, and view monthly analytics on premiums, losses, vehicle stats, and coverage recaps. The company has invested in a registered trademark portfolio including "1ST GUARD", "WE SPEAK TRUCKER... LET'S TALK!", and "The Fastest Truck Insurance on the Road".

1st Guard generates revenue through recurring monthly insurance premiums across its product lines, with no agent commissions factored in due to its direct writer model. Pricing is competitive because the company eliminates the intermediary margin, and it offers monthly billing rather than requiring six months of premium upfront. Add-on products include the Trucker Premier endorsement package at $25 per month per unit (bundling Extended Towing, Truck Rental Reimbursement, and Roadside Assistance), as well as optional coverages such as Contents, Loan Gap, No Deductible Glass, and Downtime coverage. The go-to-market is direct-to-consumer via phone sales, online self-service, and a mobile app, targeting SMB owner operators and fleet operators exclusively within the United States.

Name

1st Guard

Legal name

1st Guard Corporation

Website

https://1stguard.com

Company type

Public

Founded year

1937

Operating status

Operating

Headcount range

11–50 employees

Short description

1st Guard Corporation is a US-based direct writer of commercial truck insurance, serving independent owner operators and small fleet operators with Physical Damage, Liability, Cargo, and Occupational Accident coverage through phone, web, and mobile app channels.

Ownership category

akta.pro rank

Product category

Commercial Truck Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Carriers and Related Activities (524)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Motor Truck Cargo (FSAJABAC)

akta.pro secondary industry

Motor Truck Cargo & Inland Marine (Goods-in-Transit) (TLABANAD)

Keywords

• Commercial truck insurance
• Physical damage coverage
• Non-trucking liability
• Owner operator insurance
• Fleet insurance programs

Headquarters

HQ city

Venice

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commercial Truck Insurance Premiums: 1st Guard generates revenue through monthly insurance premiums charged to owner operators and fleets for commercial truck insurance coverage. As a direct writer, they eliminate agent commissions, allowing for competitive pricing. Coverage types include Physical Damage, Non-Trucking Liability, Occupational Accident, Trucker Liability, and Cargo Insurance.
2. Trucker Premier Endorsement: Add-on endorsement package for physical damage policies combining Extended Towing, Truck Rental Reimbursement, and Roadside Assistance for $25 per month per unit.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

1st Guard is a direct writer of commercial truck insurance for owner operators and fleets, selling policies with no agents or middlemen. Its core product portfolio includes Physical Damage, Non-Trucking Liability, Occupational Accident, Trucker Liability, and Trucker Cargo insurance, complemented by a dedicated Fleet Program with online fleet management tools and a mobile app for on-the-go policy servicing.

Product overview

1st Guard is a direct-to-trucker commercial truck insurance provider offering a comprehensive portfolio of insurance products for owner operators and fleets. The core product lineup includes Physical Damage Insurance (collision coverage for tractors and trailers), Non-Trucking Liability Insurance, Occupational Accident Insurance, Trucker Liability Insurance (primary/commercial auto liability), and Trucker Cargo Insurance. These core products are complemented by the Trucker Premier add-on package (combining extended towing, truck rental reimbursement, and roadside assistance for $25/month), Passenger Accident Insurance, and Workers' Compensation for fleet owners. The company operates as a direct writer with no agents or middlemen, distributing through its online portal (my.1stguard.com) and mobile app, with specialized Fleet Programs offering analytics, equipment/driver management tools, and dedicated fleet support. The 1st Guard Mobile App provides policy access, claims management, and payment capabilities. A referral program rewards customers $50 per referred trucker who starts coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Trucker Premier: An endorsement package for physical damage truck insurance that combines Extended Towing, Truck Rental Reimbursement, and Roadside Assistance for one low monthly price of $25.

Products and services

• Physical Damage Insurance Collision coverage that pays to fix or replace damaged tractors and trailers for commercial vehicles, covering them 24/7 whether used for personal or business purposes. Targeted at owner operators and small fleet operators.
• Non-Trucking Liability Insurance Limited liability protection for permanently leased owner operators when a covered vehicle is operated solely for personal and non-economic purposes. Designed for independent owner operators leased to motor carriers.
• Occupational Accident Insurance Indemnification coverage for work accident injuries offering Accidental Death and Dismemberment, Accident Medical, and Accident Disability Income benefits for owner-operators who do not fall under workers' compensation statutes.
• Trucker Liability Insurance Primary Liability or Commercial Auto Liability insurance providing legal liability protection for bodily injury and property damage caused by an accident involving an insured truck. Includes MCS-90 endorsement filing to meet FMCSA regulations.
• Trucker Cargo Insurance Coverage that protects cargo-carrying trucks against risks and liabilities, providing financial protection in the event of accident, theft, damage, or other incidents during transportation of goods.
• Bobtail Liability Insurance Coverage protecting owner operators when driving a truck without a trailer, whether for business or personal use. Distinct from Non-Trucking Liability which applies only to personal, non-economic purposes.
• Trucker Premier Package Endorsement add-on package for physical damage policies combining Extended Towing (up to 2,000 miles), Truck Rental Reimbursement (up to $200/day for 7 days), and Roadside Assistance (up to $5,000 towing or $1,000 services) for $25/month per unit.
• Passenger Accident Insurance Coverage designed for passengers traveling in the truck such as friends or family members, complementing occupational accident policies.
• Workers' Compensation Insurance for Fleet Owners Workers' compensation coverage available to fleet owners with employee drivers, available in states where required, participating on select motor carrier sponsored occupational accident programs.
• Fleet Program Custom insurance solutions for fleets of any size including fleet analytics dashboard, online tools for managing equipment and drivers, dedicated fleet support, online payments and claims submission, and a driver self-service portal.
• Claim Services In-house claims handling with licensed truck-specialized insurance adjusters, online claim reporting through my.1stguard.com, mobile claim submission via the 1st Guard Mobile App, and a 24/7 claims service hotline.

Quantifiable outcome

• $50 credit for each referred trucker who starts coverage
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/1stguard

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 1st Guard