L Squared Insurance Agency

What L Squared Insurance Agency does

L Squared Insurance Agency LLC is an independent, family-owned insurance agency founded in 2002 and headquartered in Grand Rapids, Michigan. The firm operates as a professional liability specialist, distributing malpractice and errors-and-omissions (E&O) policies on behalf of multiple insurance carriers to professionals in law, dentistry, accounting, real estate, title, and paralegal services, as well as complementary commercial lines such as cyber liability, business owner's policy (BOP), workers' compensation, and employment practices liability insurance (EPLI). The company reports servicing more than 6,000 policyholders across all 50 U.S. states and operates with an 11-50 person team whose members collectively hold over 60 years of insurance industry experience.

The agency's portfolio spans 11 distinct products anchored by Lawyers Malpractice Insurance, with carrier relationships spanning primary partners (Attorney Protective, Hartford, Travelers) and secondary partners (Guard Financial, PSIC Insurance). It does not develop proprietary insurance technology; rather, it relies on carrier portals for quote application, payment processing, and policy administration, supplemented by its own educational content engine (134+ blog pages and accredited CLE/CPE webinar programming) for top-of-funnel lead generation. Co-marketing partnerships with content providers (Alta Pro Lawyers, McGowan Professional Liability) and carrier-driven CLE programs reinforce the agency's distribution moat. The company is privately held with no disclosed external funding; the contact presence of fmjagency.com hints at prior integration of a peer agency into the L Squared operating entity.

Revenue is generated through standard independent-agency commissions on placed premiums, paid by carrier partners on policies that typically renew annually, producing a recurring commission stream. Customer acquisition combines direct outreach (toll-free phone, web quote requests, email) with referral programs, organic SEO, email newsletters, and organic social channels (Facebook, X, LinkedIn, Google). Go-to-market is vertical: each professional persona (attorneys, dentists, accountants, real estate agents, title agents, paralegals) is targeted through specialized content, webinars, and carrier-specific indication forms rather than horizontal SMB marketing.

Name

L Squared Insurance Agency

Legal name

L Squared Insurance Agency LLC

Website

https://l2insuranceagency.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

L Squared Insurance Agency is an independent, family-owned brokerage founded in 2002 that distributes professional liability and E&O insurance across multiple carrier partners to 6,000+ lawyers, dentists, accountants, real estate agents, and other professionals in all 50 U.S. states.

Ownership category

akta.pro rank

Product category

Professional Liability Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Professional Liability (E&O) (FSAJAGAC)

akta.pro secondary industries

Professional Liability (Errors & Omissions) (FSAJADAB), Commercial General Liability (CGL) (FSAJADAA), General Liability Insurance (FSAJAMAE)

Keywords

• Professional liability insurance
• Malpractice insurance brokerage
• Errors and omissions coverage
• Independent insurance agency
• Lawyer attorney malpractice

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: As an independent insurance agency, L Squared earns revenue through commissions paid by insurance carriers for placing professional liability and malpractice insurance policies. The agency represents multiple insurance carriers and receives a percentage of premiums written. Revenue is recurring as policies are typically annual and require annual renewal.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

L Squared Insurance Agency is an independent insurance brokerage that distributes professional liability (malpractice and errors & omissions) insurance policies from multiple carriers to licensed professionals. The agency places coverage for lawyers, dentists, accountants, real estate agents, title agents, paralegals, and insurance agents, alongside ancillary commercial products such as cyber liability, business owners policy, workers' compensation, and employment practices liability. Revenue is generated through commissions paid by insurance carriers on placed policies.

Product overview

L Squared Insurance Agency is an independent, family-owned insurance agency specializing in professional liability insurance for various professional sectors. Founded in 2002 and serving all 50 states, the company offers a portfolio of 11 distinct insurance products centered on professional liability coverage. The core offerings include Lawyers Malpractice Insurance (the founding product), Accountants Liability Insurance, Dentist Malpractice Insurance, and Cyber Liability Insurance, supplemented by Business Owners Policy Insurance, Workers' Compensation Insurance, Title Agents E&O Insurance, Paralegal Malpractice Insurance, Real Estate Agents & Brokers Malpractice Insurance, E&O Insurance for Insurance Agents and Brokers, and Employment Practices Liability Insurance. The company operates as a multi-product insurance agency rather than a unified software platform, providing personalized insurance advisory services through independent carrier relationships.

Differentiator

Problem solved

Functional benefit

Products and services

• Lawyers Malpractice Insurance Professional liability insurance coverage specifically designed for attorneys and law firms to protect against claims of negligence, errors, or omissions in legal services.
• Accountants Liability Insurance Professional liability (E&O) insurance for accounting professionals covering claims arising from errors, omissions, or negligent conduct in accounting services.
• Dentist Malpractice Insurance Professional liability coverage for dental practitioners protecting against claims related to dental procedures and patient care.
• Business Owners Policy Insurance Comprehensive business insurance combining property coverage, general liability, and business interruption protection for business owners.
• Cyber Liability Insurance Coverage for businesses facing data breach risks, including notification costs, credit monitoring, legal defense, and recovery expenses related to cyber incidents.
• Workers' Compensation Insurance Insurance coverage protecting employers from costs associated with employee workplace injuries or illnesses, including medical expenses and lost wages.
• Title Agents E&O Insurance Errors and omissions insurance specifically designed for title agents and abstractors covering negligence in title search and settlement services.
• Paralegal Malpractice Insurance Professional liability coverage for paralegals and legal assistants protecting against claims of negligence in providing legal support services.
• Real Estate Agents & Brokers Malpractice Insurance Professional liability insurance for real estate professionals covering claims related to errors in real estate transactions, disclosures, or fiduciary duties.
• E&O Insurance for Insurance Agents and Brokers Errors and omissions coverage specifically tailored for insurance agents and brokers protecting against claims of professional negligence.
• Employment Practices Liability Insurance (EPLI) Coverage protecting businesses from financial losses caused by workplace-related allegations including wrongful termination, discrimination, harassment, and retaliation claims.

Quantifiable outcome

• Trusted by more than 6,000 professionals across all 50 states
• +1 more outcomes

Named customers5 records

Segments10 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered primary and secondary.

• Attorney ProtectiveprimaryChannel Partner/ Reseller/ DistributorInsurance carrier partner offering attorney malpractice insurance programs. Part of MedPro Group/Berkshire Hathaway, underwritten by National Liability & Fire Insurance Company with A++ AM Best rating. Provides free CLE webinars for attorneys.
• HartfordprimaryChannel Partner/ Reseller/ DistributorMajor insurance carrier partner providing various professional liability and commercial insurance products. Offers online payment portal for policyholders.
• TravelersprimaryChannel Partner/ Reseller/ DistributorMajor insurance carrier offering professional liability and business insurance products including EPL+ coverage through Business Owner's Policy. Provides online payment portal and contributes to educational webinar content.
• Guard FinancialsecondaryChannel Partner/ Reseller/ DistributorInsurance carrier partner offering professional liability products with online payment portal access for policyholders.
• PSIC Insurance (Professional Solutions Insurance Corporation)secondaryChannel Partner/ Reseller/ DistributorInsurance carrier specializing in dentist malpractice insurance. Offers online premium payment portal for dental malpractice policyholders.
• McGowan Professional LiabilityprimaryGTM or Marketing PartnerCo-presents annual CPE webinar series for accountants covering risk management, professional liability, and practice topics. Joint marketing partnership providing educational content to accounting professionals.
• Alta Pro LawyersprimaryGTM or Marketing PartnerCo-presents CLE webinars for attorneys covering ethics, malpractice prevention, AI in law, and professional practice topics. Joint marketing partnership providing accredited continuing education to legal professionals.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Herbert H. Landy Insurance Agency: Independent insurance agency historically focused on lawyers' professional liability (legal malpractice) coverage. Strongly comparable as a niche specialist brokerage placing legal malpractice and E&O policies for attorneys.
• Ames & Gough: Specialty insurance brokerage focused on professional liability and E&O placements for professionals including lawyers, accountants, and consultants. Comparable as a niche brokerage serving similar professional segments with similar carrier-representation model.
• CPH & Associates: Specialty broker focused on professional liability and errors & omissions coverage for accountants, lawyers, and other professionals. Comparable as a niche E&O/professional liability placement agency.
• Alta Pro Lawyers: Provider of lawyers' professional liability insurance for solo practitioners and small law firms. Comparable because it specializes in the same legal-malpractice niche and is a GTM partner of L Squared.
• McGowan Professional Liability: Specialty broker focused on accountants' professional liability and E&O coverage for accounting firms. Comparable as a vertical specialist in professional liability for accountants and a co-marketing partner of L Squared.
• Professional Solutions Insurance Company (PSIC): Carrier/brokerage specializing in dentist malpractice insurance. Comparable because it serves the same dental malpractice segment L Squared places into and is a carrier partner.

Broad incumbents

• Lockton Companies: Largest privately held insurance brokerage globally with deep professional liability and E&O practices serving lawyers, accountants, and other professionals. Comparable as a broad incumbent offering overlapping professional liability capabilities.
• Aon: Global professional services firm with a dedicated Professional Services practice group placing E&O, malpractice, and cyber coverage for law firms and other professionals. Comparable as a broad incumbent in professional liability placement.
• Marsh: Global insurance broker with specialty professional liability and E&O practices serving professional services firms. Comparable as a broad incumbent active in the same placement categories.
• Brown & Riding: Specialty wholesale brokerage with a professional liability practice group placing E&O coverage for professionals. Comparable as a specialty wholesale broker in the same E&O distribution channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lsqins
• Facebookfacebook.com/L2Insurance
• LinkedInlinkedin.com/company/l-squared-insurance-agency-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 L Squared Insurance Agency