The Insurance Works Agency

What The Insurance Works Agency does

The Insurance Works Agency, Inc. is a privately held, family-owned independent insurance agency founded in 1989 and headquartered at 2042 Maple Ave Suite B, Marinette, Wisconsin. The firm operates as a multi-carrier distribution intermediary rather than an insurance underwriter: it places personal, commercial, life, health, and group-benefit policies on behalf of clients and is compensated through carrier commissions. It is staffed by a team of five, including two Waloway-family owners (Cary Waloway as President and Keith Waloway) plus three licensed agents/CSR, and serves individuals, families, and small-to-medium businesses across Wisconsin and Michigan.

The agency represents more than 20 carriers spanning regional mutuals (Acuity, Hastings Mutual, Badger Mutual, IMT, Germantown Mutual, Pekin), national personal-lines carriers (Progressive, AAA, Dairyland, The General, Foremest, American Modern), and health/life carriers (Humana, Aetna, Anthem, Golden Rule, Protective Life, Common Ground Healthcare). Its product portfolio is broad: 15+ personal lines (auto, homeowners, renters, motorcycle, boat/marine, ATV/UTV, collector car, condo, flood, mobile home, RV, umbrella, watercraft, rental property, snowmobile, valuable items); 18+ commercial lines (BOP, commercial auto, property, general liability, workers' comp, builders' risk, trucking, umbrella, contractor GL, cyber, D&O, EPLI, farm, garage, hospitality, professional liability, restaurant, special event, surety, vineyard); individual life, key-person, and buy-sell coverage; Medicare Advantage/Supplement and Part D plans; and employer group benefits.

The revenue model is 100% commission-based, with rates varying by carrier and policy line. The go-to-market is sales-led and relationship-driven: licensed agents quote and place business via phone, in-person appointments at the Marinette office, and online quote-request forms, supported by an 87-page content/blog site and Facebook/LinkedIn/Instagram profiles. There are no published rates, no disclosed revenue, no outside investors, and no technology platform beyond the standard quote and policy-service portal. The firm is a member of the Marinette/Menominee Area Chamber of Commerce and PIA of Wisconsin, with community involvement positioned as a core brand asset.

Name

The Insurance Works Agency

Legal name

The Insurance Works Agency, Inc.

Website

https://theinsuranceworksagency.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

The Insurance Works Agency is a family-owned independent insurance agency in Marinette, Wisconsin, founded in 1989. It places personal, commercial, life, health, and group-benefit policies as a multi-carrier intermediary serving individuals, families, and SMBs across Wisconsin and Michigan via licensed agents and online quoting.

Ownership category

akta.pro rank

Product category

Insurance Services

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Small Group Health Insurance (2–50/100) (FSAIAFAD)

akta.pro secondary industries

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD), Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK), Basic Group Term Life (Employer-Paid) (FSAIADAA)

Keywords

• Independent insurance agency
• Personal insurance
• Commercial insurance
• Life insurance
• Health insurance

Headquarters

HQ city

Marinette

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 Commissions: Earns commissions from multiple insurance carriers (Acuity, Hastings Mutual, Badger Mutual, IMT, Pekin, Germantown Mutual, AAA, Progressive, American Modern, Foremost, Dairyland, The General, Aetna, All Savers, Anthem, Common Ground Healthcare, Golden Rule, Humana, Pivot Health, Protective Life, Robin Health Partners) for policies placed. Commission structure varies by carrier and policy type.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

The Insurance Works Agency, Inc. is an independent insurance agency that sells personal, business, life, health, and group-benefit insurance policies on behalf of multiple carriers (including Acuity, Hastings Mutual, Badger Mutual, IMT, Germantown Mutual, Progressive, AAA, Humana, Aetna, Anthem, and others). The agency provides free comparative quotes, policy servicing, and claims support to individuals, families, and small-to-medium businesses in Wisconsin and Michigan.

Product overview

The Insurance Works Agency is an independent insurance agency offering a comprehensive portfolio of insurance products and services through multiple carrier relationships. The agency operates as a single unified service offering rather than a software platform, providing personal insurance (auto, home, renters, motorcycle, boat, ATV, collector car, condominium, flood, mobile home, RV, umbrella, watercraft, rental property, snowmobile, valuable items), business insurance (BOP, commercial auto, property, general liability, workers comp, builders risk, trucking, umbrella, contractor GL, cyber liability, D&O, EPLI, farm, garage, hospitality, professional liability, restaurant, special event, surety bonds, vineyard), life insurance (transitional, individual term/universal/whole, key person, buy-sell), health insurance (Medicare Advantage/Supplement, prescription drug, disability, individual/family, vision/dental), and group benefits (disability, dental/vision, life, health, HSA). As an independent agency, they represent multiple insurance carriers to offer competitive pricing and coverage options to clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Insurance coverage for individuals and families including auto, homeowners, renters, motorcycle, boat/marine, ATV/UTV, collector car, condominium, flood, mobile home, RV/motor home, personal umbrella, personal watercraft, rental property, snowmobile, and valuable items coverage. Available to Wisconsin and Michigan consumers through comparative quoting from multiple carriers.
• Business Insurance Comprehensive commercial coverage for businesses including business owners package (BOP), commercial auto, commercial property, general liability, workers' compensation, builders' risk, commercial trucking, commercial umbrella, contractors general liability, cyber liability, directors and officers (D&O), employment practices liability (EPLI), farm/agribusiness, garage, hotel/motel hospitality, professional liability, restaurant/bar, special event, surety bonds, and vineyard/winery insurance. Available to small and medium businesses across Wisconsin and Michigan.
• Life Insurance Individual and business life insurance including transitional life, individual term/universal/whole life, key person/employee insurance, and buy/sell protection funding. Provided through carriers including Protective Life and others for burial expenses, debt payoff, family financial protection, and business succession planning.
• Health Insurance Individual and family health coverage including Medicare Advantage plans (Part C), Medicare Supplement plans (Medigap), Medicare prescription drug plans (Part D), individual disability income insurance, individual & family health insurance, and individual vision & dental insurance. Offered through Humana, Aetna, Anthem Blue Cross Blue Shield, Golden Rule, Pivot Health, All Savers, Robin Health Partners, and Common Ground Healthcare.
• Group Benefits Employer-sponsored voluntary and employer-paid group benefits including group disability insurance (short-term and long-term), group dental and vision insurance, group life insurance (term/whole/universal), and group health insurance (with eligibility for tax credits up to 50% of employer contributions for businesses with 25 or fewer employees). HSA options also available.

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Acuity InsurancecoreChannel Partner/ Reseller/ DistributorNational insurance carrier represented by The Insurance Works Agency. Offers property and casualty insurance products. Known for customer service culture built on core values of developing people, acting with integrity, and team collaboration.
• Hastings Mutual Insurance CompanycoreChannel Partner/ Reseller/ DistributorRegional insurance company writing insurance in six Midwestern states: Illinois, Indiana, Iowa, Michigan, Ohio, and Wisconsin. Offers quality products for businesses, farms, and individuals with home office in Hastings, Michigan.
• Badger Mutual InsurancecoreChannel Partner/ Reseller/ DistributorRegional insurance carrier based in Wisconsin focused on personalized service. Known for community service and supporting local charities including United Way and Make-A-Wish Foundation.
• IMT InsurancecoreChannel Partner/ Reseller/ DistributorMidwest insurance company founded in 1884, offering personal and commercial insurance products through independent agencies in Iowa, Illinois, Minnesota, Nebraska, South Dakota and Wisconsin. Mutual holding company owned by policyholders.
• Pekin InsuranceminorChannel Partner/ Reseller/ DistributorInsurance carrier founded in 1921 by Central Illinois farmers. Provides financial protection for cars, homes, lives, and businesses in 24 states. Known for going 'Beyond the expected' philosophy.
• Germantown MutualcoreChannel Partner/ Reseller/ DistributorOldest mutual insurance company in Wisconsin, established in 1854. Writes both Personal Lines and Commercial Lines of insurance with focus on great customer service.
• AAA InsuranceminorChannel Partner/ Reseller/ DistributorWell-known insurance brand providing professional level of service for auto and other insurance products.
• The Progressive CorporationminorChannel Partner/ Reseller/ DistributorOne of the largest providers of car insurance in the United States. Insures motorcycles, boats, RVs, and commercial vehicles and provides home insurance.
• American Modern InsuranceminorChannel Partner/ Reseller/ DistributorSpecialty insurance leader for residential property including manufactured homes and specialty dwellings. Also serves recreational market including boats, personal watercraft, classic cars, motorcycles, ATVs and snowmobiles.
• Foremost InsuranceminorChannel Partner/ Reseller/ DistributorNational insurance carrier providing coverage for specialty insurance needs.
• DairylandminorChannel Partner/ Reseller/ DistributorWisconsin-born insurer with Midwestern roots offering competitive rates and quality coverage for auto and motorcycle insurance for over 60 years.
• The GeneralminorChannel Partner/ Reseller/ DistributorLeading national brand specializing in nonstandard auto insurance. Headquartered in Nashville, Tennessee, affiliated with PGC Holdings Corp. wholly owned by American Family Insurance. Writing automobile insurance through Independent Agents for over 50 years.
• Humana Inc.coreChannel Partner/ Reseller/ DistributorFor-profit American health insurance company based in Louisville, Kentucky. Ranked 52 on Fortune 500 list in 2020, third largest health insurance in the nation. Focuses on improving healthcare access.
• AetnaminorChannel Partner/ Reseller/ DistributorMajor health insurance carrier providing individual and group health insurance products.
• Anthem Blue Cross and Blue ShieldminorChannel Partner/ Reseller/ DistributorMajor health insurance carrier providing individual and family health coverage.
• Common Ground HealthcareminorChannel Partner/ Reseller/ DistributorHealth insurance provider offering individual and family health plans.
• National Association of Professional Insurance Agents of Wisconsin (PIA)minorOthersProfessional association membership providing industry resources and advocacy for independent insurance agents in Wisconsin.
• Marinette Menominee Area Chamber of CommerceminorOthersLocal chamber of commerce membership supporting Marinette Menominee business community.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• State Farm (independent agent offices): Captive insurance carrier with local agent network offering personal, life, health, and small commercial products. A large incumbent competing in the same local Wisconsin/Michigan market, though restricted to a single carrier's products.
• American Family Insurance: Major mutual insurance carrier with strong presence in Wisconsin offering personal, commercial, life, and health products. A dominant incumbent competitor in the same geographic market as The Insurance Works Agency.
• AAA Insurance: Major personal lines insurance provider distributed through club-owned and affiliated agencies. A broad incumbent that competes with The Insurance Works Agency for auto/home customers in Wisconsin and Michigan, and is also one of its carrier partners.

Direct peers

• Brightway Insurance: Franchise model independent insurance agency offering personal, commercial, life, and health products through multiple carriers. Comparable multi-line independent agency model, though at significantly larger scale.
• Leavitt Group: National independent insurance agency network offering personal, commercial, life, and health products through carrier relationships. Directly comparable independent agency model with multi-state footprint.
• LeClair Group / LeClair Insurance Agency: Independent insurance agency serving Wisconsin and the Midwest with personal, commercial, life, and group benefits products. Direct regional peer with similar multi-carrier brokerage model and footprint in Wisconsin.
• Goosehead Insurance: Independent insurance agency operating a multi-carrier franchise model across personal and commercial lines. Directly comparable as an independent agency leveraging multiple carrier appointments to serve individuals and small businesses.

Emerging players

• PCF Insurance Services: Rapidly growing independent insurance brokerage roll-up that acquires sub-scale independent agencies. A potential acquirer/aggregator of agencies like The Insurance Works Agency rather than a head-to-head competitor.

Others

• Hastings Mutual Insurance Company: Midwest regional insurance carrier writing personal, commercial, and farm insurance through independent agencies including The Insurance Works Agency. Listed as a core carrier partner; an upstream counterparty rather than direct competitor.

Regional players

• The Insurance Center (Wisconsin): Wisconsin-based independent insurance agency serving individuals and businesses across multiple lines through carrier partnerships. Comparable independent agency model in the same geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theinsuranceworksagency
• LinkedInlinkedin.com/company/the-insurance-works-agency
• Instagraminstagram.com/theinsuranceworks

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Insurance Works Agency