What Nicholas Hill Group does

Nicholas Hill Group, Inc. (NHG) is a privately held Colorado-based specialty insurance program administrator that designs, underwrites, and distributes custom insurance products for niche industries and membership organizations. Founded in 1999 and headquartered in Colorado Springs, NHG operates as a licensed insurance broker/agent representing multiple carriers, with a wholly-owned subsidiary (Nicholas Hill Benefit Group, Inc.) handling life and benefit products. The company maintains 35+ active insurance programs spanning event liability and cancellation, participant accident, mountain bike club liability, Nordic center and ski resort coverage, climbing-friendly life insurance, medical sales professional liability, coworking organization policies, technology company P&C, and fencing contractor BOPs. Its technology stack consists of an online application and quote-generation platform with dedicated program portals for partner associations, plus integration with third-party event registration systems to embed cancellation insurance into the registration checkout flow.

NHG's go-to-market is a hybrid model combining association channel partnerships, event registration platform integrations, and direct sales. The company serves as the exclusive or preferred insurance provider for national associations including Running USA, American Trail Running Association, International Mountain Bicycling Association, Cross Country Ski Areas Association, USA Cycling, American Alpine Club, Medical Sales Advocates, and TECNA-affiliated technology councils, among others. Distribution partnerships with event registration companies (Events.com, Race Roster, Haku, imATHLETE, Let's Do This, Movemint, Race Entry, Outside Interactive) extend reach into the mass-participation event market. Revenue is generated through insurance brokerage commissions on policies sold across both channel and direct motions, supplemented by association program fees. Pricing is quote-based and varies by coverage type, risk profile, and geography, with products subject to full underwriting and not available in all states.

The company is founder-owned, with Nathan Nicholas as co-founder and CEO and Ryan E. Hill as a licensed broker/agent. With 1-10 employees and no disclosed external funding, NHG appears to be a bootstrapped specialty operator that has scaled to 35+ programs over more than two decades through partnership-led distribution rather than capital-intensive growth. The business has demonstrated responsiveness to market events (COVID-19 cancellation support, 2021 NYT media coverage) and continues to invest in vertical expansion (fencing contractors, real estate agents) and product breadth (health insurance via National General partnership).

Name

Nicholas Hill Group

Legal name

Nicholas Hill Group, Inc.

Website

https://nicholashillgroup.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Nicholas Hill Group is a Colorado Springs-based specialty insurance program administrator that designs and distributes custom insurance products for niche industries and membership organizations, including event liability, event cancellation, and industry-specific coverage for over 35 verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Colorado Springs

HQ country

United States

HQ region

North America

Offices2 records

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/Agency Commissions: NHG acts as licensed insurance broker/agent representing various insurance companies. Revenue is generated through commissions on insurance policies sold to customers through both direct and channel partner channels.
2. Association Membership Program Fees: Many insurance programs are offered exclusively through membership organizations, where NHG serves as the endorsed or exclusive insurance provider. This includes programs for IMBA, CCSAA, Running USA, ATRA, USA Cycling, and other associations.
3. Individual Insurance Policy Sales: Individual consumers purchase insurance policies including life insurance, disability insurance, accident medical insurance, and other coverage types. Individual policies remain with the insured as long as premiums are paid, unlike group policies.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Nicholas Hill Group is a specialty insurance program administrator and licensed insurance broker/agent that designs and distributes custom insurance products for niche industries and membership organizations. The company operates 35+ insurance programs covering event liability, event cancellation, participant accident, life, disability, accident medical, travel, property, commercial liability, BOP, and association member coverage. Distribution is driven through exclusive affinity and association partnerships and through partnerships with event registration technology companies.

Product overview

Nicholas Hill Group is a specialty insurance program administrator offering a comprehensive portfolio of insurance products designed for niche industries, membership organizations, and affinity groups. The company operates a platform-plus-modules architecture centered on event insurance products (event liability, participant accident, and event cancellation insurance for running, trail running, cycling, and outdoor recreation events) combined with industry-specific programs (ski resorts, mountain bike clubs, climbing organizations, coworking spaces, medical sales professionals, technology companies, and real estate agents). Core offerings include Commercial Property & Liability Insurance, Life Insurance, Accident Medical Insurance, Travel Insurance, Disability Income Coverage, and Business Owners Policies, supported by add-on coverages such as Directors & Officers Liability and Workers Compensation. The company serves national governing bodies, trade associations, membership organizations, third-party registration companies, and individual consumers pursuing active lifestyles.

Differentiator

Problem solved

Functional benefit

Brands

• Insurance Innovation: Company tagline emphasizing innovation in custom insurance products for niche industries.

Products and services

• Running USA Event Liability Insurance Event liability and participant accident insurance program exclusively for Running USA members, covering in-person and virtual mass participation running events of all sizes.
• Running USA Event Cancellation Insurance All-cause event cancellation insurance for Running USA members offering Gold, Silver, and Bronze coverage options with 10% member-exclusive discount, covering severe weather, terrorism, venue unavailability, and earthquakes.
• T.R.I.P. PROTECT Trail Running Insurance Trail running race liability and event cancellation insurance exclusively for American Trail Running Association (ATRA) members, covering in-person and virtual trail running events.
• Race Directors HQ Event Insurance Event liability, participant accident, and event cancellation insurance exclusively for Race Directors HQ Pro members, designed for race directors organizing mass-participation sporting events.
• US Endurance Event Insurance Event insurance program for gravel rides/races, mountain bike events, and related running events exclusively for US Endurance members.
• CCSAA Nordic Center Insurance Liability and property insurance exclusively for Cross Country Ski Areas Association (CCSAA) affiliated Nordic centers and cross-country ski operators, with $1,000,000 occurrence form general liability and optional D&O coverage.
• IMBA Mountain Bike Club Insurance Comprehensive liability and participant accident insurance for International Mountain Bicycling Association (IMBA) affiliated clubs and chapters, including Directors and Officers coverage.
• American Alpine Club Member Insurance Climbing-friendly life insurance and accidental death coverage for American Alpine Club members, designed for clients engaged in higher-risk sports like climbing and mountaineering.
• Medical Sales Representatives Liability Insurance General and professional liability insurance for medical sales professionals, healthcare industry representatives (HCIRs), and distributors, designed to satisfy hospital credentialing requirements.
• Fencing Contractor Insurance Business owners insurance policies (BOP) for fencing contractors, including specialized programs for Superior Fence & Rail franchise owners.
• Ski Pass Insurance Ski resort season pass insurance program offering both voluntary opt-in and mandatory pass insurance programs for participating ski resorts.
• Ski Resort Seasonal Employee Insurance Affordable accident medical insurance and other products including major medical, life insurance, and travel coverage for ski resort seasonal staff.
• Sport Camp Liability Insurance Accident and liability insurance for sports camps and clinics covering schools, park districts, coaches, directors, and participants with $25,000 medical benefit, $1,000,000 general liability, and optional coverages including hired/non-owned auto and abuse/molestation coverage.
• TECNA Technology Company Insurance Exclusive insurance program for TECNA affiliated technology councils offering property and casualty products including general liability, professional liability/E&O, D&O, workers compensation, cyber insurance, and property protection at discounted rates.
• Coworking Insurance General liability and business owners policies for coworking organizations and shared office sites, addressing the unique exposures faced by coworking spaces.
• Life Insurance Life insurance coverage for individuals and families, with up to $5 million protection available through a quick application process.
• Accident Medical Insurance Accident medical insurance for individuals and families leading active lifestyles, helping manage unexpected accident-related medical bills including deductibles and coinsurance.
• Travel Insurance Travel insurance provided through partnership with Detour Travel Protection, covering medical and travel disruption for families, students, and businesses.
• Disability Income Coverage
• Business Owners Policy (BOP) Business owners insurance policies providing comprehensive coverage for business property, liability, and related risks.
• Medical Professional Liability Insurance Liability insurance for medical professionals other than medical sales representatives or distributors, addressing medical professional liability exposures.
• Event Cancellation Refund Insurance Innovative cancellation benefit providing full refunds to participants for events cancelled due to covered perils, working directly with third-party registration systems to deliver value-added protection.
• Ancillary Event Liability Insurance Ancillary event liability insurance program for USA Cycling sanctioned events, providing additional liability coverage beyond the sanctioning body's coverage.
• Bike Shop Insurance Bike shop insurance program designed for USA Cycling Preferred Dealer Members, addressing commercial insurance needs of bicycle retail businesses.
• Climbers & Mountaineers Insurance Sports equipment coverage, life insurance, and accidental death coverage for climbers, mountaineers, and members of climbing-related clubs and local associations.
• Medical Sales Advocates Health Insurance Health insurance program through partnership with National General for Medical Sales Advocates members, providing group health plan options for small businesses in medical sales.
• Nashville Technology Council Member Insurance Health insurance and benefits programs exclusively for members of Greater Nashville Technology Council.
• CHATECH Member Insurance Program Health insurance program exclusively for members of Chattanooga Technology Council.
• United Real Estate Agent Insurance Affordable individual, family, and group insurance plans for United Real Estate members including health and life insurance.
• United Country Agent Insurance Affordable individual, family, and group insurance plans for United Country real estate agents.

Quantifiable outcome

• Individual insurance policies remain portable - policy stays with insured for life of career even if job changes
• +4 more outcomes

Named customers24 records

Segments11 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

25 partnerships are on record, tiered core and minor.

• Events.comcoreChannel Partner/ Reseller/ Distributor · 26 July 2018Events.com chose NHG as its event cancellation insurance partner. NHG's Event Cancellation Refund Protection program allows event organizers to offer refund protection to participants, changing the 'no refund' status quo for cancelled events.
• Race RostercoreChannel Partner/ Reseller/ Distributor · 26 July 2018Race Roster partnered with NHG for event cancellation insurance, joining the growing list of registration company clients. Event cancellation refund protection offered to Race Roster event organizers and participants.
• Running USAcoreStrategic or Co-development Partner · 30 January 2018NHG is the exclusive provider of event liability/participant accident and event cancellation insurance for Running USA members. Members receive member-exclusive pricing including 10% discount on event cancellation policies. Running USA is a tax-exempt not-for-profit organization devoted to improving distance running and racing in the United States.
• Target MarketscoreOthersNHG is a proud member of Target Markets, the leading trade association for insurance program administrators. This membership indicates NHG's role as a program administrator for niche insurance markets.
• American Trail Running Association (ATRA)coreStrategic or Co-development PartnerNHG exclusively offers T.R.I.P. PROTECT Trail Running Race Liability and Event Cancellation Insurance Programs to ATRA race director members. This was the first insurance platform specifically developed for trail running races. Members receive 10% exclusive discount.
• International Mountain Bicycling Association (IMBA)coreStrategic or Co-development PartnerNHG provides comprehensive liability and participant accident insurance for IMBA Affiliated Clubs and Chapters. Partnership spans many years and includes both individual member products and club/chapter coverage.
• Cross Country Ski Areas Association (CCSAA)coreStrategic or Co-development PartnerNHG provides liability and property insurance products exclusively to CCSAA affiliated nordic centers and cross country ski operators. CCSAA automatically included as Additional Insured for members. NHG presents at CCSAA annual conferences.
• USA CyclingcoreStrategic or Co-development PartnerNHG provides ancillary event liability insurance for USA Cycling sanctioned events, bike shop insurance for USA Cycling Preferred Dealer Members, and sports equipment coverage for USA Cycling members.
• Medical Sales Advocates (MSA)coreStrategic or Co-development PartnerNHG serves as insurance representatives for MSA, a national trade association for medical sales/healthcare industry representatives. MSA's insurance protection is a leading source of affordable general and professional liability insurance to medical sales professionals. MSA membership includes liability insurance and can be obtained online within minutes.
• TECNA (Technology Councils)coreStrategic or Co-development PartnerNHG offers exclusive health insurance and technology company insurance programs for TECNA affiliated technology councils. Partnership includes health plan options through National General, plus property and casualty products including general liability, professional liability, D&O, workers comp, cyber insurance, and property protection.
• American Alpine ClubcoreStrategic or Co-development PartnerNHG assists American Alpine Club members in locating affordable climbing-friendly life insurance and other coverage types. The partnership addresses difficulty AAC members face finding coverage due to climbing/mountaineering being considered higher-risk activities.
• CosharecoreStrategic or Co-development PartnerNHG is the exclusive insurance partner for Coshare, a nationwide community for community makers. Provides general liability and BOP insurance for coworking organizations and shared office spaces, addressing the unique exposures the industry faces.
• PortalSoftcoreChannel Partner/ Reseller/ DistributorNHG offers the first and only Coworking Insurance Program specifically designed for PortalSoft clients and coworking organizations throughout the United States. Provides commercial general liability, workers comp, property, life insurance, and dental/vision plans.
• United Real EstateminorChannel Partner/ Reseller/ DistributorNHG provides insurance assistance to United Real Estate members, helping them locate affordable individual, family, and group insurance plans. Phone: 1.888.364.1187.
• United CountryminorChannel Partner/ Reseller/ DistributorNHG provides insurance assistance to United Country agents, helping them locate affordable individual, family, and group insurance plans. Phone: 1.877.201.6942 or 1.800.211.9002.
• Race Directors HQcoreStrategic or Co-development PartnerNHG offers specialty event liability/participant accident and event cancellation insurance exclusively for Race Directors HQ Pro members. Programs created from ground up to address unique insurance risks in organizing mass-participation sporting events.
• US EndurancecoreStrategic or Co-development PartnerNHG exclusively offers US Endurance Member Event/Race Insurance Program for gravel rides, mountain bike events, and related running events. Program addresses unique exposures found at these events.
• HakuminorChannel Partner/ Reseller/ DistributorEvent registration platform partner for event cancellation insurance distribution.
• imATHLETEminorChannel Partner/ Reseller/ DistributorEvent registration company partner for event cancellation insurance distribution.
• Let's Do ThisminorChannel Partner/ Reseller/ DistributorEvent registration platform partner for event cancellation insurance distribution.
• MovemintminorChannel Partner/ Reseller/ DistributorEvent registration platform partner for event cancellation insurance distribution.
• Race EntryminorChannel Partner/ Reseller/ DistributorEvent registration platform partner for event cancellation insurance distribution.
• Outside InteractiveminorChannel Partner/ Reseller/ DistributorEvent registration company partner offering NHG event cancellation insurance program.
• RyzercoreStrategic or Co-development PartnerRyzer and NHG developed specialty camp insurance program covering inherent risks for schools, park districts, coaches, directors, and participants of sports camps and clinics. Provides accident and liability coverage as standard product with optional additional coverages.
• National GeneralcoreTechnology or IntegrationNHG partnered with National General to provide health plan options for TECNA, NTC, and ChaTech technology council members. National General established program of individually underwritten small group health plan products for MSA members as well.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Aon plc: Aon is a global insurance and reinsurance broker with sports and entertainment specialty practices. It competes with NHG for association-endorsed and event-cancellation placements but serves a far wider risk universe.
• Markel Corporation: Markel is a specialty insurance carrier and program administrator serving unusual/specialty risks including sports and recreation. It overlaps NHG's niche verticals but operates at materially larger scale across many lines of business.
• Cincinnati Financial: Cincinnati Financial includes specialty program units serving sports, entertainment, and association business. It is a broader commercial insurer that nonetheless overlaps NHG's event, association, and specialty verticals.
• Marsh McLennan: Marsh is one of the largest global insurance brokers with a dedicated sports and events practice. It competes for the same association/endorsement and event-cancellation placements as NHG but as part of a much broader portfolio.

Direct peers

• Heffernan Insurance Brokers: Heffernan is a mid-market commercial insurance brokerage with deep specialty/niche industry practice areas. It competes with NHG for association and event-related insurance brokerage work and serves overlapping affinity clients.
• Brown & Riding Insurance Services: Brown & Riding is a wholesale specialty insurance brokerage focused on niche and unusual risks. It compares to NHG on specialty-program management and on placing complex commercial/sports/affinity accounts.
• Risk Placement Services (RPS): RPS is a wholesale specialty insurance broker and program administrator serving niche industries. It is comparable to NHG through shared specialty-program and association/affinity distribution activities.
• K&K Insurance Group: K&K is a specialty program administrator that designs and underwrites niche insurance for sports, leisure, entertainment, and associations. It is the closest direct peer to NHG due to overlapping sports/event and association program administrator model.
• Ambridge Group: Ambridge is a specialty program administrator and MGA focused on niche commercial and affinity programs. It is structurally similar to NHG in administering custom programs for trade associations and niche industries.
• Sadler & Company Insurance: Sadler & Company is a specialty program administrator focused on sports, motorsports, and entertainment insurance offerings. It directly compares to NHG's sports-event and participation-event programs and the custom-program-administrator model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Nicholas Hill Group