Florida Surplus Lines Association

What Florida Surplus Lines Association does

Florida Surplus Lines Association (FSLA) is a Tallahassee-based nonprofit professional trade association founded in 2009 that serves surplus lines insurance professionals operating in Florida. Its members include excess and surplus lines carriers (such as Kinsale, Markel, AmRisc, James River, and AmTrust E&S), wholesale brokers (Amwins, CRC Group, Burns & Wilcox), managing general agents, and related service providers. The association's mission is to promote a stronger Florida economy by supporting the stability and security of the specialty and surplus lines insurance marketplace through member engagement, education, and legislative and regulatory advocacy.

FSLA generates revenue primarily through annual membership dues on a recurring subscription basis and one-time convention registration fees, with supplemental income from event sponsorships. It delivers value via a suite of member services: an Annual Convention (the 2026 edition is scheduled August 12-14, 2026 at The Vinoy Resort and has drawn 100+ attending organizations), member-only educational webinars, a member directory, the SURPAC political action committee for legislative advocacy, the Under 40 Leadership Scholarship for emerging professionals, and a Resilience Hub providing storm preparedness and resilience resources. The association operates a lean cost structure with approximately 5 core staff — Executive Director Jillian Heddaeus, Program Manager Shelly Joines, and Meeting Planner Holly Banks — supplemented by contracted consultants from Capital City Consulting and Allison Aubuchon Communications.

The organization is not a technology company and does not develop or sell proprietary software, platforms, or AI products. FSLA coordinates closely with the Florida Surplus Lines Service Office (FSLSO), the state-mandated service office for surplus lines that handles policy fees and licensing, and partners with academic and resilience organizations including Florida State University's Risk Management and Insurance Center, the Federal Alliance for Safe Homes (FLASH), and the Insurance Institute for Business and Home Safety. It maintains a multi-channel member engagement presence through its website (myfsla.com), email newsletters, and social platforms (Facebook, Twitter/X, LinkedIn, Instagram).

Name

Florida Surplus Lines Association

Legal name

Florida Surplus Lines Association

Website

https://myfsla.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

The Florida Surplus Lines Association (FSLA) is a Tallahassee-based nonprofit trade association founded in 2009 that serves Florida's surplus lines insurance professionals through membership programs, an annual convention, educational webinars, and legislative advocacy via its SURPAC committee.

Ownership category

akta.pro rank

Product category

Insurance Trade Association Services

NAICS

Business Associations (813910), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Services-Membership Organizations (8600), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Surplus Lines Property (CAT/High-Hazard) (FSAJAGAB)

Keywords

• Surplus lines insurance
• Insurance trade association
• Specialty insurance advocacy
• Excess and surplus lines
• Insurance professional membership

Headquarters

HQ city

Tallahassee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: FSLA generates revenue through annual membership dues from surplus lines insurers, brokers, agents, and related professionals operating in the Florida surplus lines marketplace.
2. Convention Registration: Revenue is generated through paid registrations for the annual FSLA Convention, which includes access to educational sessions, networking events, and official convention programming.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Florida Surplus Lines Association (FSLA) is a nonprofit professional trade association that supports surplus lines insurance professionals operating in Florida. Its core offerings are an annual Membership Program, an Annual Convention with paid registration, the SURPAC legislative advocacy program, members-only educational webinars, and resilience/disaster preparedness resources (Resilience Hub, Hurricane Resources). Revenue is generated primarily through annual membership dues, convention registrations, and event sponsorships from surplus lines insurers, brokers, agents, MGAs, and service providers.

Product overview

The Florida Surplus Lines Association (FSLA) is a professional trade association serving the surplus lines insurance marketplace in Florida. Rather than a technology product company, FSLA provides a suite of member services including annual conventions, educational webinars, legislative advocacy through SURPAC, resilience resources, and networking opportunities. The association connects surplus lines insurers, agents, and brokers through events, training programs, and industry collaboration rather than through software products or platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Program Annual membership program that gives surplus lines insurers, brokers, agents, and MGAs access to member benefits, the member directory, members-only webinars, industry resources, legislative updates, and networking opportunities within the Florida surplus lines community.
• FSLA Annual Convention Paid annual gathering of surplus lines professionals featuring educational sessions, business meetings, networking events, and recreational activities including golf, fishing, and pickleball tournaments.
• SURPAC Legislative Advocacy Program Political action committee and legislative advocacy program that supports the surplus lines insurance industry's regulatory and legislative interests in Florida through coordinated advocacy, political contributions, and member engagement with state policymakers.
• Members Only Webinars

Named customers10 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, major and minor.

• Florida Surplus Lines Service Office (FSLSO)coreStrategic or Co-development PartnerFSLA maintains a close partnership with FSLSO, the state-mandated service office for surplus lines. FSLSO provides regulatory support, policy fee collection, and licensing assistance. FSLA refers members with regulatory questions to FSLSO and the two organizations collaborate on industry events, including the Under 40 Leadership Scholarship.
• Johnson & Johnson (Insurance)majorGTM or Marketing PartnerSponsor of 2026 FSLA Annual Convention (Hotel Key Cards sponsor). Multiple Johnson & Johnson offices in Florida participate in FSLA events and conventions, representing the association's member base.
• AmRisc LLCmajorGTM or Marketing PartnerOpening Night Reception sponsor for the 2026 FSLA Annual Convention. One of the major surplus lines insurers in the Florida market.
• Amwins AccessmajorGTM or Marketing PartnerOpening Night Reception sponsor for the 2026 FSLA Annual Convention. Major wholesale insurance broker with multiple Florida offices.
• CRC TAPCOmajorGTM or Marketing PartnerRegistration Grab N' Go Lunch and Fishing Tournament sponsor for the 2026 FSLA Annual Convention. Major wholesale broker and MGA in the surplus lines market.
• Federal Alliance for Safe Homes (FLASH)coreStrategic or Co-development PartnerFLASH is referenced as a key partner in FSLA's Resilience Hub. The organization works to strengthen storm preparedness statewide through innovative strategies and partnerships.
• Insurance Institute for Business and Home SafetycoreStrategic or Co-development PartnerPartner organization referenced in FSLA's Resilience Hub, contributing to Florida's overall resilience efforts through research and mitigation strategies.
• Florida State University Risk Management and Insurance CentercoreStrategic or Co-development PartnerFSU's RMI Center, in partnership with OIR and FSLSO, is studying trends in the residential market and assisting in identifying issues before they become problems. FSLA collaborates with FSU on convention programming and student involvement.
• Florida International University DesignSafeminorStrategic or Co-development PartnerReferenced in FSLA's Resilience Hub as a partner organization working on innovative strategies for strengthening storm preparedness in Florida.
• Department of Financial Services and Office of Insurance RegulationcoreStrategic or Co-development PartnerState regulatory bodies working with FSLA and industry partners on resilience initiatives and legislative priorities for the surplus lines marketplace.
• DayStar LifeminorOthersDayStar Life of St. Petersburg is the beneficiary of FSLA's 2026 Convention Giveback event. FSLA attendees will assemble hygiene kits for the community organization that fights nutritional insecurity and financial instability.
• Markel SoutheastmajorGTM or Marketing PartnerRegistration Grab N' Go Lunch sponsor for the 2026 FSLA Annual Convention. Major surplus lines insurer operating in the Southeast market.
• Kinsale Insurance CompanymajorGTM or Marketing PartnerOpening Night Reception sponsor for the 2026 FSLA Annual Convention. Specialty insurance company focused on excess and surplus lines.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Independent Insurance Agents & Brokers of America (Big "I"): National trade association for independent insurance agents and brokers. Overlaps with FSLA in serving insurance professionals and in legislative advocacy, but covers all lines rather than specializing in surplus lines.
• National Association of Professional Surplus Lines Offices (NAPSLO): The national-level trade association for the wholesale surplus lines industry. Overlaps with FSLA in member base and mission but operates at a national rather than state scope.
• Wholesale & Specialty Insurance Association (WSIA): National industry association for wholesale insurance distribution. Comparable in mission to FSLA but operating at a broader national level rather than a state-specific scope.
• Council of Insurance Agents & Brokers (CIAB): National association representing commercial insurance and employee benefits intermediaries. Comparable to FSLA in advocacy and member services for broker constituencies, though at a national scale and broader line scope.

Regional players

• Florida Insurance Council: Florida state-level insurance trade association serving broader P&C industry constituents. Comparable to FSLA in geography and legislative advocacy function but covers all P&C lines rather than specializing in surplus lines.

Direct peers

• Surplus Line Association of California: California's state-level surplus lines association, the most direct analog to FSLA. Both serve as trade associations coordinating E&S brokers, agents, and carriers in their respective state regulatory environments.
• Texas Surplus Lines Association: Texas's surplus lines trade association providing member services, legislative advocacy, and education to E&S professionals. Operates in a comparable Gulf/CAT-prone market with similar regulatory dynamics.
• Surplus Lines Association of Illinois: State-level surplus lines trade association serving Illinois E&S professionals. Comparable structure and membership model to FSLA, though operating in a less CAT-exposed geography.
• Excess Line Association of New York: New York's surplus lines stamping office and trade association. Closest structural peer to FSLA in terms of state-mandated compliance functions and member advocacy.

Others

• National Association of Insurance Commissioners (NAIC): The U.S. standard-setting and regulatory support organization created and governed by state insurance regulators. Adjacent to FSLA's mission in shaping surplus lines regulation but operates as a regulator-coordinating body rather than a member trade association.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/myfsla
• Facebookfacebook.com/pages/category/%20Insurance-Broker/MYFSLA
• LinkedInlinkedin.com/company/florida-surplus-lines-association
• Instagraminstagram.com/my_fsla

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Florida Surplus Lines Association