Phoenix Associates

What Phoenix Associates does

Phoenix Associates Insurance Agency is a privately-held independent insurance agency headquartered at 2255 Sewell Mill Road, Suite 230, in Marietta, Georgia, serving individual, family, and business-owner clients throughout the state of Georgia. The firm is one of several DBAs under the Phoenix Associates brand and operates without any disclosed parent company, external investment, or institutional backing. As a 100% independent agency, it represents approximately 20 national carriers — including Aetna, BlueCross BlueShield, The Hartford, Progressive, Travelers, Mercury, Hanover, Markel, and Philadelphia Insurance — to deliver comparison-shopped insurance solutions.

The agency generates revenue through carrier-paid commissions on policy sales and renewals across roughly 18 product lines. Personal lines include auto, homeowners, life, motorcycle, boat, flood, umbrella, condo (HO-6), RV, and high-net-worth insurance. Commercial lines cover general liability, business package, group benefits, commercial auto, workers' compensation, cyber liability, contractors, professional liability, and specialized programs for childcare centers and private schools. Pricing is fully quote-based and tied to individual risk profiles and carrier underwriting criteria; no published pricing tiers exist, and billing is on a monthly cadence. The sales-led go-to-market runs a documented 3-step engagement (Start A Quote, Create A Plan, Get Better Results) executed over phone, web forms, and in-person consultations, with supplementary lead generation through a referral program, blog content, organic SEO, and Google/Facebook reviews.

An eight-person team led by CEO Donna Marcus-Doughten (CIC), CFO/IT Manager Frank Guerriere, COO LaToya Maddox (MBA, CFP®), and CIC-credentialed commercial and personal lines staff handles underwriting consultation, policy servicing, claims support, and renewals. The underlying technology is described as a standard independent-agency operations platform with no proprietary components, no published API, and no disclosed AI/ML capabilities. Marketing channels are concentrated on local SEO, referral word-of-mouth, and educational content rather than paid digital acquisition.

Name

Phoenix Associates

Legal name

Phoenix Associates Insurance Agency

Website

https://phoenixinsurance.net

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Phoenix Associates Insurance Agency is an independent insurance agency in Marietta, Georgia, providing personal and commercial insurance products across roughly 20 national carrier relationships to individuals, families, and business owners throughout the state of Georgia.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Mid-Market Commercial Package (Package Policies) (FSAJAFAB)

Keywords

• Independent insurance agency
• Personal insurance brokerage
• Commercial insurance coverage
• Multi-carrier insurance agency
• Insurance comparison shopping

Headquarters

HQ city

Marietta

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

Revenue model

1. Insurance Policy Sales Commissions: Phoenix Associates generates revenue by earning commissions from insurance carriers when they sell policies. As an independent agency, they represent multiple national carriers and earn commissions on each policy sold or renewed. The agency states they are 'compensated by the insurance carriers directly' for their services to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Phoenix Associates Insurance Agency is an independent insurance brokerage based in Marietta, Georgia, that places personal and commercial insurance with multiple top-rated insurance carriers. The agency shop-quotes a single risk across carriers and recommends coverage based on fit, then provides ongoing in-house policy servicing and claims support. Offerings are split into personal lines (auto, home, life, recreational vehicles, high net worth) and commercial lines (general liability, business package, workers comp, commercial auto, cyber, contractors, professional liability, group benefits, and specialized childcare/school coverage).

Product overview

Phoenix Associates is an independent insurance agency offering a comprehensive portfolio of personal and commercial insurance products through multiple carrier relationships. The agency provides personal lines including auto, homeowners, life, motorcycle, boat, flood, umbrella, condo, RV, and high net worth insurance, as well as commercial lines covering general liability, business packages, group benefits, commercial auto, workers compensation, cyber liability, contractors, professional liability, and childcare/schools insurance. As a 100% independent agency, they shop multiple national carriers to find optimal cost and coverage combinations for clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Personal auto insurance coverage quote-shopped across multiple top-rated carriers for individual drivers and families.
• Homeowners Insurance Homeowners insurance policy quoted across multiple carriers for owner-occupied residences, including standard and high-value homes.
• Life Insurance Life insurance coverage for individuals and families, sourced through the agency's Life and Health practice (led by the COO).
• Motorcycle Insurance Motorcycle insurance coverage for individual owners, placed with carriers in the agency's personal-lines book.
• Boat and Watercraft Insurance Insurance for boats and personal watercraft, placed across the agency's carrier panel for individual owners.
• Flood Insurance Flood insurance coverage for residential properties, place through carriers participating in the national flood insurance program and private markets.
• Umbrella Insurance Personal excess liability umbrella policy providing additional coverage above underlying home and auto limits for individuals and families.
• Condo Insurance (HO-6) Condominium unit-owner (HO-6) insurance covering interior contents, structure, and loss assessment for individual condo owners.
• RV Insurance Insurance for recreational vehicles including motorhomes and travel trailers, for individual owners.
• High Net Worth Insurance Specialty personal-lines coverage for affluent households, including high-value homeowners, valuable auto collections, scheduled personal property, and broader umbrella limits beyond standard policies.
• General Liability Insurance Commercial general liability insurance for small and mid-sized businesses, placed across multiple carriers.
• Business Insurance / Commercial Package Bundled commercial package policy (Business Owners Policy) combining property, liability, and business interruption coverage for small and mid-sized businesses.
• Group Insurance Benefits Group employee benefits coverage (health, dental, life, disability) placed for employer groups, sourced through the agency's Life and Health practice.
• Commercial Auto Insurance Commercial auto insurance for business-owned vehicles, including fleet and single-vehicle risks for small and mid-sized businesses.
• Workers Compensation Insurance Statutory workers compensation insurance for Georgia-based employers, placing coverage with carriers in the agency's commercial panel.
• Cyber Liability Insurance Cyber liability insurance for small and mid-sized businesses covering data breach, ransomware, and third-party liability exposures.
• Contractors Insurance Specialty insurance package for contractors and trades, typically bundling general liability, tools and equipment, commercial auto, and workers compensation.
• Professional Liability Insurance Professional liability (errors and omissions) coverage for professional services firms and small/mid-sized businesses.
• Childcare and Schools Insurance Specialized insurance package for childcare centers, preschools, and private/independent schools, combining general liability, abuse and molestation coverage, professional liability, commercial auto for transport, property, and workers compensation.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core.

• Aetna InsurancecoreChannel Partner/ Reseller/ DistributorAetna provides health insurance products. Phoenix Associates offers Aetna billing, account management, and policy services to their clients through their agency.
• Appalachian UnderwriterscoreChannel Partner/ Reseller/ DistributorSpecialty insurance carrier offering commercial lines products through independent agents like Phoenix Associates.
• BlueCross/Blue Shield of GeorgiacoreChannel Partner/ Reseller/ DistributorMajor health insurance provider offering group and individual health plans. Phoenix Associates provides BC/BS billing and account management services.
• Columbia Insurance GroupcoreChannel Partner/ Reseller/ DistributorProperty and casualty insurance carrier providing personal and commercial lines through independent agents.
• Foremost InsurancecoreChannel Partner/ Reseller/ DistributorSpecialty insurer known for mobile home, manufactured housing, and specialty property products.
• The HartfordcoreChannel Partner/ Reseller/ DistributorMajor commercial and personal insurance carrier offering workers compensation, business insurance, and auto/home products.
• Hanover InsurancecoreChannel Partner/ Reseller/ DistributorCommercial and personal property casualty insurance carrier operating through independent agents.
• Kaiser PermanentecoreChannel Partner/ Reseller/ DistributorHealth maintenance organization providing health insurance plans. Phoenix Associates offers Kaiser billing and account management.
• MarkelcoreChannel Partner/ Reseller/ DistributorSpecialty insurance carrier offering coverage for unique risks and hard-to-place business.
• Philadelphia Insurance CompaniescoreChannel Partner/ Reseller/ DistributorSpecialty commercial lines insurer known for niche business coverages.
• Utica National InsurancecoreChannel Partner/ Reseller/ DistributorRegional property and casualty insurer providing personal and commercial coverage.
• AmTrust FinancialcoreChannel Partner/ Reseller/ DistributorCommercial lines insurer specializing in small to mid-market business coverage.
• Auto-Owners InsurancecoreChannel Partner/ Reseller/ DistributorRegional property and casualty carrier offering personal and commercial insurance through independent agents.
• Central Mutual InsurancecoreChannel Partner/ Reseller/ DistributorRegional mutual insurance company providing personal and commercial coverage.
• Fireman's Fund InsurancecoreChannel Partner/ Reseller/ DistributorCommercial insurance carrier known for high-value property and casualty coverage.
• Great American Insurance GroupcoreChannel Partner/ Reseller/ DistributorDiversified insurance organization offering property, casualty, and specialty coverage.
• Humana InsurancecoreChannel Partner/ Reseller/ DistributorMajor health insurance company offering medical coverage through employer groups and individuals.
• Kemper InsurancecoreChannel Partner/ Reseller/ DistributorProperty and casualty insurer offering personal auto, home, and commercial coverage.
• Mercury InsurancecoreChannel Partner/ Reseller/ DistributorPersonal auto and home insurance carrier known for competitive pricing.
• Progressive InsurancecoreChannel Partner/ Reseller/ DistributorMajor personal and commercial auto insurance carrier with diverse product offerings.
• Travelers InsurancecoreChannel Partner/ Reseller/ DistributorLarge commercial and personal property casualty insurance carrier offering comprehensive coverage options.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Others

• Progressive Insurance: Major personal and commercial auto carrier with heavy direct-to-consumer and online quote capabilities, and a simultaneously a carrier partner through the independent channel. Strategic comparator: defines the direct-channel competitive threat while also acting as one of Phoenix Associates' placement options.
• Travelers Insurance: Large commercial and personal P&C carrier that is also a carrier partner of Phoenix Associates via the independent agency channel. Indirectly comparable as a counterparty in the same distribution chain; relevant for benchmark economics and product positioning rather than direct competition.

Direct peers

• Heffernan Insurance Brokers: Independent commercial and personal insurance brokerage serving individuals, families, and business owners across multiple states through a broad carrier network. Comparable as a mid-size independent agency emphasizing specialty commercial niches and high-net-worth personal coverage.
• Insurance Office of America (IOA): Independent insurance agency headquartered in nearby Florida, founded in 1988, that has scaled aggressively through a producer-led growth and acquisition model. Directly comparable as an independent retail agency selling personal and commercial lines across multiple carriers, with similar specialty practice areas (high net worth, contractors, group benefits).
• Brightway Insurance: Franchise-based independent insurance agency model founded in Florida that has expanded across the Southeast, offering personal and commercial lines through a wide carrier panel. Comparable business model: independent retail agency with multi-carrier access and a service-led sales process.
• Goosehead Insurance: Independent personal-lines agency using a franchise/producer model to deliver multi-carrier comparison shopping across homeowners, auto, and umbrella lines. Directly comparable as a multi-carrier independent distribution platform competing for the same retail customer that Phoenix Associates serves.
• Hylant: Independent insurance brokerage founded in 1935 with offices across the Midwest/Southeast, providing personal, commercial, and specialty insurance through multiple carrier relationships. Comparable as a multi-generational, multi-carrier retail agency emphasizing high-touch client service and specialty niches.

Broad incumbents

• Burns & Wilcox: Specialty wholesale brokerage and independent retail brokerage parent organization serving high-net-worth and complex commercial risks through many carriers. Broader incumbent relevant for benchmarking specialty practice expansion and carrier access typical of regional independents.
• State Farm (Insurance): Largest U.S. personal-lines writer operating through an exclusive captive-agent model across personal auto, homeowners, and life. Broad incumbent that competes for the same retail customer base and exerts pricing pressure on independents across Marietta and the broader Georgia market.

Regional players

• Allen Tate Insurance: Independent insurance agency affiliated with the Allen Tate Carolinas real-estate brand, offering personal lines through regional carrier partners in the Southeast U.S. Comparable as a regional independent agency with a tightly defined geographic footprint and emphasis on personal homeowners/auto products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/phoenixassociates
• Xx.com/eastcobbinsure
• LinkedInlinkedin.com/company/phoenix-associates_2

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Phoenix Associates