ProValue Insurance

What ProValue Insurance does

ProValue Insurance is a privately held, independent insurance agency headquartered in Hutchinson, Kansas, with a regional office in Garden City, serving commercial and individual customers across Mid-America and the broader Midwest. Founded in 1947 as Kansas Farmers Service Association (KFSA) and rebranded in 2019, the company offers multi-line insurance brokerage services spanning commercial, agribusiness, trucking, farm & ranch, group benefits, and personal lines (home, auto, life), drawing on multiple carrier relationships as an independent (non-captive) agency.

Beyond core insurance placement, ProValue operates an integrated business services platform that bundles HR consulting (Phone a Pro hotline, Disclose It! ethics reporting, payroll outsourcing), safety & compliance consulting, and structured training programs (Peak Performance Management Series, Peak Performance Graduate Leadership Course, Supervisor Toolkit, Ag Cooperative Wage & Benefit Survey). Its technology footprint centers on the ProValue+ mobile and desktop app, built on Applied Systems' Mobile Insured platform, which provides policyholders with self-service access to auto IDs, certificates, bill pay, and policy documents, complemented by a Nationwide Mutual Insurance partnership for on-demand personal lines quoting via Nationwide Express.

The company generates revenue primarily through insurance carrier commissions on placed coverage, supplemented by fee-based professional services and training program fees (training pricing ranges from $300 for the Ag Cooperative Wage & Benefit Survey to $1,850 for Peak Performance Management Series, with discounts for ProValue insureds). ProValue has executed a measured inorganic growth strategy through subsidiaries and acquisitions — Ag Services, LLC (1999), Elliott Insurance (2005), Human Resource Alliance (2007), Rutter Cline Associates (2012), and ProValue, LLC (2015, wholly owned) — and reports 101-250 employees serving customers throughout Mid-America.

Name

ProValue Insurance

Legal name

ProValue Insurance, LLC

Website

https://provalueinsurance.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

101–250 employees

Short description

ProValue Insurance is a privately held independent insurance agency headquartered in Hutchinson, Kansas, founded in 1947, that provides multi-line commercial, agribusiness, trucking, farm & ranch, group benefits, and personal insurance plus integrated HR consulting, safety & compliance, and training services across Mid-America.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency (Commercial, Agribusiness, Trucking, Farm & Ranch, Personal Lines, Group Benefits)

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industry

Commercial Property Insurance (FSAJACAE)

Keywords

• Commercial insurance agency
• Agricultural insurance coverage
• Trucking insurance services
• HR consulting services
• Group benefits administration

Headquarters

HQ city

Hutchinson

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, Others

Revenue model

1. Insurance Brokerage/Agency Commissions: ProValue operates as an independent insurance agency earning commissions from multiple insurance carriers for placing coverage. They work with numerous carrier partners to provide customized insurance products for commercial and personal lines.
2. Business Services: HR consulting services including Phone A Pro support, Disclose It! ethics reporting, and training programs such as Peak Performance Management Series and Supervisor Toolkit.
3. Group Benefits Insurance: Sale of employee benefit products including life insurance, disability insurance, vision care, and other worksite policies.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

ProValue Insurance is an independent insurance agency that places commercial and personal insurance coverage with multiple carrier partners, earning brokerage commissions. Its commercial lines cover agribusiness, trucking, farm & ranch, and general business risks (commercial, cyber, EPLI), while personal lines cover home and auto. The firm also sells group benefits (life, disability, vision) and provides adjacent HR consulting, safety & compliance, and leadership training services to its business clients.

Product overview

ProValue Insurance offers a unified portfolio of insurance and business services organized around two main pillars: Business Insurance and Personal Insurance. Business Insurance encompasses Commercial Insurance, Agricultural Insurance, Trucking Insurance, Farm & Ranch Insurance, and Group Benefits, while Business Services include HR Consulting Services, Safety & Compliance Services, and Training & Events. Key add-on products include the ProValue+ App (mobile access to auto IDs, bill pay, and policy documents), the ProValue+ Portal (online claims and policy management), Nationwide Express (on-demand personal insurance quotes via partnership with Nationwide Mutual Insurance), Cyber Liability Insurance, Employment Practices Liability Insurance (EPLI), Identity Theft Protection, and specialized HR tools such as Phone a Pro (on-demand HR consulting hotline), Disclose It! (fraud and ethics reporting hotline), and Disclose It! Form (anonymous reporting). Training programs include Peak Performance Management Series (standard and condensed schedules), Peak Performance Graduate Leadership Course, Supervisor Toolkit, and the Ag Cooperative Wage & Benefit Survey. The company was founded in 1947 as Kansas Farmers Service Association and rebranded to ProValue Insurance in 2019.

Differentiator

Problem solved

Functional benefit

Brands

• ProValue+ App: Mobile insurance app providing instant access to auto IDs, bill pay, and more
• Disclose It!
• Phone A Pro
• Peak Performance
• Supervisor Toolkit
• Nationwide Express

Quantifiable outcome

• Over 70 years of continuous operation serving the agricultural and business communities
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Nationwide Mutual InsuranceminorChannel Partner/ Reseller/ DistributorProValue Insurance partners with Nationwide Mutual Insurance to provide on-demand quotes for home, auto, and renters insurance through Nationwide Express. This allows ProValue to offer digital-first personal insurance products alongside their traditional agency offerings.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• IMA Financial Group: Independent insurance brokerage and risk management firm with commercial, personal, and benefits practices plus a dedicated Risk Management Center of Excellence. Comparable independent multi-line agency model with HR-adjacent services.
• AssuredPartners: Large independent insurance agency built through aggressive acquisitions of regional agencies. Closely comparable growth playbook to ProValue – multi-carrier brokerage with HR/benefits adjacencies and a rollup of regional firms.
• Woodruff-Sawyer & Co. Independent commercial insurance brokerage with multi-carrier placements and employee benefits. Comparable independent agency model serving mid-market commercial accounts with consulting-style risk advisory.
• Holmes Murphy: Independent insurance brokerage headquartered in the Midwest with deep agribusiness, commercial, and employee benefits practices. Highly comparable to ProValue in regional Mid-America footprint, multi-carrier model, and concentration in ag and commercial risk.
• Cottingham & Butler: Midwest-based independent insurance brokerage and consulting firm serving commercial, agribusiness, trucking, and employee benefits clients. Direct peer to ProValue in regional Mid-America footprint and vertical specialization.

Regional players

• COUNTRY Financial: Midwest-based insurance and financial services company operating primarily in agricultural and rural communities. Comparable regional Midwest focus and farm/cooperative customer base, though structured as a carrier/insurer rather than an independent broker.

Broad incumbents

• Ryan Specialty (incl. RPS): Specialty insurance broker with deep commercial, transportation, and agribusiness expertise. Comparable specialty brokerage orientation; broader geographic reach and public-company scale.
• Aon: Global insurance brokerage and risk management firm. Competes with ProValue in commercial risk transfer and risk advisory but as a multinational incumbent rather than a regional specialist.
• Lockton Companies: World's largest independent insurance brokerage, also Kansas/Midwest-rooted and built via acquisition. Comparable independent, multi-carrier brokerage model serving commercial and specialty risks; operates at materially greater scale and geographic breadth than ProValue.
• Marsh McLennan: Global insurance brokerage and risk advisory firm. Overlaps with ProValue in commercial insurance brokerage and risk consulting but operates at vastly greater scale across all geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/provalueins
• YouTubeyoutube.com/channel/UC...
• Facebookfacebook.com/ProValueInsurance
• LinkedInlinkedin.com/company/provalue-insurance
• Instagraminstagram.com/provalueinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 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 ProValue Insurance