InsiderAdvantage
InsiderAdvantage is a privately held Atlanta-based political polling and media intelligence firm that provides mixed-mode public opinion surveys and AI-driven social media analysis to television network affiliates, Politico, Newsmax, and other media clients across U.S. battleground and Sunbelt states.
- Company typePrivate
- Founded2000
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What InsiderAdvantage does
InsiderAdvantage (legal entity: Internet News Agency, LLC) is a privately held political polling and media intelligence firm founded in 2000 and headquartered in Atlanta, Georgia, with polling operations based in Florida. The company is co-founded and chaired by Matt Towery, with Phil Kent serving as CEO and Publisher. Its core product is national and state-level public opinion polling conducted using a proprietary mixed-mode text/panel methodology, with samples weighted for age, race, gender, and political affiliation, typically fielded at n=800 likely voters with a 3.46% margin of error. The firm has built a 20-plus year longitudinal dataset anchored by the most extensive Georgia statewide election polling record of any U.S. polling unit in modern history, and has been ranked number one in accuracy by RealClearPolitics in a presidential election cycle. InsiderAdvantage monetizes primarily by selling polling data and analysis to enterprise media clients, including ABC, NBC, and Fox network affiliates, Politico, Newsmax, and Fox5 Atlanta, with distribution amplified through recurring Fox News appearances by Chairman Towery and his on-air role on the Sean Hannity Show since 2017. The company has extended its product surface with three adjacent assets: James Magazine, a Georgia-focused political and business publication launched in 2004; the Polling Plus podcast, co-hosted with Trafalgar Group's Robert Cahaly; and InsiderAdvantageAI (AI on IA), a proprietary AI system that aggregates and analyzes social media posts and comments to surface real-time political and debate trends. Its go-to-market is sales-led and event-driven, with revenue concentrated in election cycles, supplemented by a joint national polling partnership with Trafalgar Group that produces co-branded surveys and shared media distribution. The firm operates with a small 1-10 employee headcount, is founder-owned, and has no disclosed institutional funding.
InsiderAdvantage firmographics
Firmographics- Name
- InsiderAdvantage
- Legal name
- Internet News Agency, LLC
- Website
- https://insideradvantage.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- InsiderAdvantage is a privately held Atlanta-based political polling and media intelligence firm that provides mixed-mode public opinion surveys and AI-driven social media analysis to television network affiliates, Politico, Newsmax, and other media clients across U.S. battleground and Sunbelt states.
- Ownership category
- akta.pro rank
InsiderAdvantage industry classification
Industry- Product category
- Political Polling Services
- NAICS
- Marketing Research and Public Opinion Polling (541910), Web Search Portals and All Other Information Services (51929)
- akta.pro primary industry
- Newsletters & Email-Based News Publishers (B2B/B2C) (MPAJADAJ)
Keywords
Where InsiderAdvantage is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
InsiderAdvantage business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Polling Services for Media: Provides polling data and analysis to television network affiliates, newspapers, and online publications. Services include statewide election polling, presidential approval ratings, and issue-specific surveys.
- Publication Revenue: Operates James Magazine, a Georgia-based political and business publication covering state political and business news.
- Joint Polling Partnerships: Conducts joint surveys with partners like Trafalgar Group, generating revenue through co-branded polling products sold to media clients.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
InsiderAdvantage product offering
Product offeringCore offering
InsiderAdvantage is a political polling and media intelligence firm that conducts national and state-level public opinion surveys using a proprietary mixed-mode text/panel methodology, delivering polling data, election forecasts, and political analysis to television affiliates, newspapers, and online publications. The firm also publishes James Magazine, a Georgia-focused political and business publication, and operates InsiderAdvantageAI, an AI-powered social media analytics service.
Product overview
InsiderAdvantage is a political polling and media company offering a suite of products centered on public opinion research and political intelligence. Its core offering is national and state-level polling services, complemented by InsiderAdvantageAI (AI on IA), an AI-powered social media analysis tool for real-time debate monitoring, James Magazine, a Georgia-focused political publication, and the Polling Plus Podcast. The company operates from Atlanta, Georgia, with polling operations in Florida.
Differentiator
Problem solved
Functional benefit
Brands
- James Magazine: Georgia-based political and business publication
- InsiderAdvantageAI
- Polling Plus
Products and services
- InsiderAdvantage Public Opinion Polling National and state-level political polling services covering presidential approval ratings, statewide elections, primary contests, and policy-specific public opinion issues, using a proprietary mixed-mode text/panel methodology weighted for age, race, gender, and political affiliation. Sold to media organizations, including TV affiliates, newspapers, and online publications.
- James Magazine Georgia-based political and business publication providing coverage of state political and business news, created by founder Matt Towery in 2004 and operated as a wholly owned subsidiary/brand of InsiderAdvantage.
- InsiderAdvantageAI (AI on IA) AI-powered social media analysis service that aggregates millions of social media posts and comments to determine trends related to political events, debates, and candidate performance, providing real-time analysis during political coverage such as GOP presidential debates.
Quantifiable outcome
- Ranked #1 in accuracy by RealClearPolitics in the last presidential election cycle
- +1 more outcomes
Companies that use InsiderAdvantage
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
InsiderAdvantage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature2 records
InsiderAdvantage partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Trafalgar GroupcoreInsiderAdvantage conducts joint national surveys with Trafalgar Group on political topics including presidential approval ratings, election contests, and policy issues. The partnership combines both firms' polling methodologies and shares media distribution. They co-host the Polling Plus podcast together.
- Rosetta Stone (Georgia Partner)minorGeorgia-based polling partner that collaborated with InsiderAdvantage on surveys of Georgia GOP gubernatorial and Senate contests. Partnership focused on state-specific polling in Georgia.
- Fox News ChannelcoreInsiderAdvantage Chairman Matt Towery appears regularly as an on-air political analyst on Fox News programs including Hannity and Ingraham Angle. Polling results are frequently discussed on the network, with announcements of new surveys made on-air.
- Sean Hannity Show (Radio)coreMatt Towery has served as one of the on-air pollsters for the Sean Hannity Show on radio since 2017. Polling data and analysis are regularly shared on this national radio program.
- Network Television Affiliates (ABC, NBC, Fox)coreInsiderAdvantage provides polling services to television affiliates across major networks including ABC, NBC, and Fox in various TV markets for use in political news coverage.
- RealClearPoliticsminorRealClearPolitics aggregates and ranks polling data from InsiderAdvantage along with other pollsters. The company is included in RealClearPolitics pollster scorecards and rankings.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
InsiderAdvantage competitors and assessment
Company assessmentDirect peers
- Rasmussen Reports: Rasmussen Reports is a privately held political polling firm that publishes daily presidential tracking polls and provides polling to media outlets and campaigns. It competes directly with InsiderAdvantage for media syndication of political data and shares a similar partisan-media distribution profile.
- Trafalgar Group: Trafalgar Group is a closely-held political polling firm that conducts joint surveys with InsiderAdvantage and co-hosts the Polling Plus podcast with them. Both firms serve conservative-leaning media and political campaigns with state and national polling, and both have been ranked by RealClearPolitics for accuracy in recent election cycles.
- SurveyUSA: SurveyUSA is a private polling firm that conducts state and national political polls for television stations, newspapers, and online publications using mixed-mode survey methodologies. It is directly comparable to InsiderAdvantage in methodology, client base (regional broadcast affiliates), and B2B GTM motion.
- Public Policy Polling: Public Policy Polling is a Democratic-leaning political polling firm that conducts state and national public opinion surveys for media and campaigns. It is a direct competitor in the same product category (B2B political polling for media) but serves the opposite partisan media ecosystem.
- Emerson College Polling: Emerson College Polling is an academic-affiliated polling operation that conducts national and state-level political surveys distributed to media clients. It competes with InsiderAdvantage for media syndication and battleground-state polling work.
Emerging players
- Civitas Analytics (formerly JMC Analytics): Civitas Analytics is a political data and polling firm focused on state-level public opinion research, redistricting analytics, and campaign intelligence. It overlaps with InsiderAdvantage in the state-level political polling market and represents an emerging data-augmented player.
- Morning Consult: Morning Consult is a data intelligence company that conducts large-scale political and consumer polling, with significant private-company scale and a subscription-based enterprise platform. It overlaps with InsiderAdvantage in political polling and represents an emerging technology-driven model that could pressure traditional polling firms.
Broad incumbents
- Gallup: Gallup is the largest and most established public opinion polling firm in the U.S., conducting presidential tracking and a wide range of surveys. It is a broad incumbent operating across many industries, providing overlapping political polling capabilities as part of a much wider portfolio.
- Quinnipiac University Poll: Quinnipiac University Poll is a university-affiliated polling operation that conducts state and national political surveys distributed widely to media. It is a broader incumbent with academic backing and a wider portfolio of survey topics than InsiderAdvantage's election-focused practice.
- Marist Poll: Marist Poll is a university-affiliated polling operation that conducts national and state political polling distributed to major media outlets. It is a broader incumbent with academic credibility and competes with InsiderAdvantage for battleground-state and national political coverage clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
InsiderAdvantage social profiles
Digital presenceInsiderAdvantage financial estimates
Financial estimateRevenue estimate
Valuation estimate
InsiderAdvantage leadership team
Management profileNumber of profiles
Profiles2 records
InsiderAdvantage subsidiaries and ownership
Company hierarchySubsidiaries1 record
InsiderAdvantage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
InsiderAdvantage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about InsiderAdvantage
What does InsiderAdvantage do?
InsiderAdvantage is a political polling and media intelligence firm that conducts national and state-level public opinion surveys using a proprietary mixed-mode text/panel methodology, delivering polling data, election forecasts, and political analysis to television affiliates, newspapers, and online publications. The firm also publishes James Magazine, a Georgia-focused political and business publication, and operates InsiderAdvantageAI, an AI-powered social media analytics service.
Is InsiderAdvantage a public or private company?
InsiderAdvantage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was InsiderAdvantage founded?
InsiderAdvantage was founded in 2000. It employs 1 to 10 people.
Where is InsiderAdvantage based?
InsiderAdvantage is headquartered in Atlanta, United States, in the North America region.
How does InsiderAdvantage make money?
Three revenue lines are on record. Polling Services for Media is the primary driver. The others are publication Revenue and joint Polling Partnerships.
Who are InsiderAdvantage's main competitors?
Direct peers on record are Rasmussen Reports, Trafalgar Group, SurveyUSA, Public Policy Polling and Emerson College Polling. Emerging players are Civitas Analytics (formerly JMC Analytics) and Morning Consult. Broad incumbents are Gallup, Quinnipiac University Poll and Marist Poll.
Does InsiderAdvantage have an API?
No public API is recorded for InsiderAdvantage.
What industry is InsiderAdvantage in?
InsiderAdvantage's product category is Political Polling Services. Its primary akta.pro industry code is MPAJADAJ, Newsletters & Email-Based News Publishers (B2B/B2C). Its NAICS code is 541910.