Azurance Group
Azurance Group is a Fargo-based supplemental insurance brokerage founded in 1994, aggregating 24+ A-rated carrier partnerships to provide dental, vision, disability, accident, life, travel, identity theft, and spending account products to employers, individuals, and independent brokers.
- Company typePrivate
- Founded1994
- HeadquartersFargo, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Azurance Group does
Azurance Group is a privately-held insurance brokerage founded in 1994 and headquartered in Fargo, North Dakota. The firm operates as a multi-carrier aggregator and broker-dealer in supplemental and ancillary insurance products, connecting employers, individuals, and independent insurance brokers with a portfolio of 24+ A-rated carrier partners. Its core product set spans dental, vision, short- and long-term disability, accident, critical illness, cancer, hospital indemnity, life and AD&D, travel (including international coverage via BCBS Global Solutions), identity theft protection (via LifeLock), wellness discount programs, and tax-advantaged spending accounts (HSAs, HRAs, FSAs) through Further/Discovery Benefits. The company serves two primary end-customer segments — employers seeking to extend employee benefits without extending budgets, and individuals/families seeking supplemental protection — and a third indirect channel of independent insurance brokers who use Azurance for back-office support, enrollment facilitation, renewal management, rate negotiation, and claims assistance.
The underlying technology is a traditional insurance brokerage platform that connects buyers with carrier partners; no proprietary AI, API, SDK, or integrated software product is disclosed. Azurance monetizes through carrier commissions on placed policies (a recurring, percentage-of-premium revenue stream), with some employer-sponsored plans offered at no cost to the organization (employee-pay-all) and individual products priced on a quote basis by underlying carriers. Distribution runs through a direct sales team and phone-based sales (800-575-9643), an employer-facing website with quote and proposal tools, and a broker partnership network. The firm is independently owned with no disclosed parent company, no funding rounds, and no M&A activity; its scale is modest at 11-50 employees, and its geographic emphasis is the Upper Midwest, though product reach (particularly travel insurance) extends internationally through carrier partnerships.
Azurance Group firmographics
Firmographics- Name
- Azurance Group
- Legal name
- Azurance Group
- Website
- https://azurance.net
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Azurance Group is a Fargo-based supplemental insurance brokerage founded in 1994, aggregating 24+ A-rated carrier partnerships to provide dental, vision, disability, accident, life, travel, identity theft, and spending account products to employers, individuals, and independent brokers.
- Ownership category
- akta.pro rank
Azurance Group industry classification
Industry- Product category
- Supplemental Insurance Brokerage
- 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
- Group/Employer-Sponsored Critical Illness & Hospital Indemnity (FSAIAKAD)
- akta.pro secondary industries
- Group AD&D (Standalone or Bundled with Life) (FSAIADAG), Basic Group Term Life (Employer-Paid) (FSAIADAA)
Keywords
Where Azurance Group is headquartered
LocationHeadquarters
- HQ city
- Fargo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Azurance Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Insurance Brokerage Commissions: Azurance Group operates as an insurance broker/agent earning commissions from insurance carriers for placing business. They partner with A-rated insurance carriers to provide supplemental insurance products and earn revenue through commissions on policies sold to employers and individuals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Employer-sponsored plans (available at no cost to organization) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Azurance Group product offering
Product offeringCore offering
Azurance Group is an insurance brokerage that connects employers and individuals with A-rated insurance carriers to provide supplemental insurance products including dental, vision, disability, accident, critical illness, hospital indemnity, cancer, life, AD&D, travel, and identity theft coverage, along with HSAs, HRAs, and FSAs. The company earns commissions on policies placed and provides enrollment, renewal management, rate negotiation, and claims support through broker partnerships and direct sales channels.
Product overview
Azurance Group is an insurance brokerage offering supplemental insurance products and employee benefits. The company operates as a broker-dealer connecting employers and individuals with insurance carriers to provide a comprehensive portfolio of coverage options. The product portfolio includes dental insurance, vision insurance, short-term and long-term disability insurance, accident insurance, travel insurance, critical illness insurance, cancer insurance, hospital indemnity insurance, life and AD&D insurance, identity theft protection, and wellness programs. For employers, Azurance offers both employer-paid and employer-sponsored benefit plans with access to group rates. For individuals, the company provides direct-purchase supplemental coverage. The company also offers spending account products including HSAs, HRAs, and FSAs to complement high-deductible health plans. Azurance partners with over 20 A-rated insurance carriers including Blue Cross Blue Shield of North Dakota, UNUM, MetLife, Mutual of Omaha, Lincoln Financial Group, Sun Life, Principal, USAble Life, The Standard, Ameritas, Delta Dental, VSP, Guardian, and others to deliver these products through a single point of contact with ongoing support.
Differentiator
Problem solved
Functional benefit
Products and services
- Dental Insurance (Employer)
Companies that use Azurance Group
Customer profileSegments3 records
Ideal customer profiles3 records
Azurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Azurance Group partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core.
- AmeritascoreAmeritas Life Insurance Corporation provides dental and vision insurance products. Azurance offers Ameritas plans through their broker services for employer-sponsored and individual dental/vision coverage. Spirit Dental and Vision is underwritten by Ameritas Life Insurance Corporation.
- AvesiscoreAvesis, a Guardian Company, provides vision insurance products through Azurance's broker network for employer-sponsored plans.
- BCS FinancialcoreBCS Financial is an insurance carrier partner providing supplemental insurance products distributed through Azurance.
- Blue Cross Blue Shield of North DakotacoreBCBSND is a key partner providing primary health, dental, and vision coverage. Azurance can bundle ancillary products with BCBSND medical plans. They also offer BlueDental plans for employer organizations.
- Careington Benefit SolutionscoreCareington provides dental discount plans and the Wellness Access Card discount program offered through Azurance.
- Companion LifecoreCompanion Life provides employer-sponsored dental insurance products distributed through Azurance's broker network.
- Delta DentalcoreDelta Dental provides employer-sponsored dental insurance plans offered through Azurance's distribution channels.
- Equitable FinancialcoreEquitable Financial provides insurance products distributed through Azurance's supplemental insurance portfolio.
- BlueCross BlueShield Global SolutionscoreBCBS Global Solutions provides travel insurance for business travelers and individuals. Offers single-trip coverage up to $1,000,000, long-term expatriate plans, and access to English-speaking physicians in 180 countries.
- Guardian FinancialcoreGuardian Financial (parent of Avesis) provides vision insurance products through Azurance's broker distribution network.
- The HartfordcoreThe Hartford provides insurance products distributed through Azurance's supplemental insurance offerings.
- FurthercoreFurther (Discovery Benefits) provides Health Savings Accounts, Health Reimbursement Arrangements, and Flexible Spending Accounts for employers through Azurance.
- LifeLockcoreLifeLock (Norton) provides identity theft protection for individuals. Azurance offers LifeLock plans covering up to $1,000,000 for identity theft expenses, with 24/7 monitoring and restoration specialists.
- LifeSecurecoreLifeSecure Insurance Company provides accident, critical illness, and hospital recovery insurance for individuals. Benefits range from $2,500 to $50,000 for accident and critical illness coverage.
- Lincoln Financial GroupcoreLincoln Financial Group provides accident, disability, and life insurance products through Azurance's employer-sponsored and employer-paid plans.
- MetLifecoreMetLife provides dental, vision, accident, disability, and life insurance products distributed through Azurance's broker network for employers and employer-sponsored plans.
- Mutual of OmahacoreMutual of Omaha provides dental, vision, accident, disability, and life insurance for employer-sponsored plans offered through Azurance.
- PrincipalcorePrincipal Financial provides disability and life insurance products for employer plans distributed through Azurance's broker network.
- Spirit Dental and VisioncoreSpirit Dental and Vision (underwritten by Ameritas) provides individual and group dental plans with optional vision coverage. Available through Azurance with guaranteed acceptance and no waiting periods.
- The StandardcoreThe Standard provides accident, disability, and life insurance for employer-sponsored plans distributed through Azurance.
- Sun LifecoreSun Life provides accident, critical illness, disability, and life insurance for employer plans offered through Azurance's broker network.
- USAble LifecoreUSAble Life provides accident, disability, critical illness, and life insurance for employer-sponsored plans distributed through Azurance.
- UNUMcoreUNUM provides dental, vision, accident, critical illness, disability, life, and hospital indemnity insurance for employer-sponsored plans offered through Azurance.
- VSPcoreVSP (Vision Service Plan) is the only national not-for-profit vision company, providing individual and employer vision plans through Azurance. Offers the largest independent doctor network in the U.S.
- Discovery BenefitscoreDiscovery Benefits provides Health Savings Accounts, Health Reimbursement Arrangements, and Flexible Spending Accounts for employers through Azurance.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Azurance Group competitors and assessment
Company assessmentBroad incumbents
- Arthur J. Gallagher & Co. Global insurance brokerage and risk-management incumbent with a sizable employee-benefits division. Overlaps with Azurance on group supplemental benefits but operates at far larger scale across many other lines.
- Marsh McLennan (Marsh & Mercer): Global insurance, reinsurance, and consulting conglomerate with substantial group-benefits and supplemental-lines capabilities through Marsh and Mercer. Overlaps with Azurance on supplemental benefits but at significantly broader scope and scale.
- NFP (an Aon company): U.S. middle-market insurance brokerage and benefits consultancy, now part of Aon. Comparable employer-benefits and supplemental-lines distribution model, with broader geographic reach and capital backing than Azurance.
Direct peers
- HUB International: National insurance brokerage with deep employee-benefits and supplemental-lines capabilities across the U.S. Comparable on multi-carrier distribution, group benefits focus, and commission-based revenue model.
- Brown & Brown Insurance: National insurance brokerage built largely through roll-ups of regional agencies, including in the Midwest. Comparable regional-broker roll-up playbook and supplemental-benefits offerings for employer clients.
- Holmes Murphy: Mid-market employee benefits and commercial insurance brokerage based in the Midwest. Directly comparable to Azurance because both serve employer group benefits clients with supplemental and ancillary products via multiple carrier relationships and emphasize relationship-driven service.
- IMA Financial Group: Mid-market insurance brokerage with employee benefits and supplemental product capabilities, particularly across the Mountain West and Midwest. Comparable employer-benefits focus and multi-carrier, broker-supported distribution.
- Alera Group: National network of independent insurance brokerages focused on middle-market employer benefits. Comparable as an independent brokerage consortium offering employer-sponsored supplemental and group benefits through shared carrier relationships.
- USI Insurance Services: Large national insurance brokerage with a strong employee-benefits practice serving mid-market and large employers. Comparable product breadth across dental, vision, disability, life, and supplemental benefits, sold through broker-style distribution.
- OneDigital: Employee-benefits-focused brokerage and consultancy with supplemental and ancillary product capabilities for employer groups. Closely aligned with Azurance's employer-benefits, multi-carrier, broker-supported distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Azurance Group social profiles
Digital presenceAzurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Azurance Group leadership team
Management profileNumber of profiles
Azurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Azurance Group 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 Azurance Group
What does Azurance Group do?
Azurance Group is an insurance brokerage that connects employers and individuals with A-rated insurance carriers to provide supplemental insurance products including dental, vision, disability, accident, critical illness, hospital indemnity, cancer, life, AD&D, travel, and identity theft coverage, along with HSAs, HRAs, and FSAs. The company earns commissions on policies placed and provides enrollment, renewal management, rate negotiation, and claims support through broker partnerships and direct sales channels.
Is Azurance Group a public or private company?
Azurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Azurance Group founded?
Azurance Group was founded in 1994. It employs 11 to 50 people.
Where is Azurance Group based?
Azurance Group is headquartered in Fargo, United States, in the North America region.
How does Azurance Group make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are Azurance Group's main competitors?
Broad incumbents on record are Arthur J. Gallagher & Co., Marsh McLennan (Marsh & Mercer) and NFP (an Aon company). Direct peers are HUB International, Brown & Brown Insurance, Holmes Murphy, IMA Financial Group, Alera Group, USI Insurance Services and OneDigital.
Does Azurance Group have an API?
No public API is recorded for Azurance Group.
What industry is Azurance Group in?
Azurance Group's product category is Supplemental Insurance Brokerage. Its primary akta.pro industry code is FSAIAKAD, Group/Employer-Sponsored Critical Illness & Hospital Indemnity, with a secondary code of FSAIADAG, Group AD&D (Standalone or Bundled with Life). Its NAICS code is 524210 and its SIC code is 6411.