Southern General Agency

What Southern General Agency does

Southern General Agency (SGA) is a family-owned wholesale/general insurance agency founded in 1984 by Barry L. Mitchell and headquartered in Alexandria, Louisiana. The firm operates as an intermediary between retail insurance agents and 40-plus admitted and Excess & Surplus (E&S) commercial and personal lines carriers, giving its appointed retail agents a single relationship through which to place complex and specialty risks that do not fit standard carrier appetites. Its underwriting remit spans commercial lines (general liability, commercial property, garage, inland marine, professional liability, liquor liability, commercial auto, motor truck cargo, cyber), personal lines (dwelling fire, mobile homes, homeowners, comprehensive personal liability), and a long tail of vertical-specific programs (artisan contractors, roofers, lessor's risk, churches, beauty salons, special events, farm liability). Commission revenue, plus fee income from its in-house premium financing arm, forms the economic engine.

The company's underlying technology stack is a traditional wholesale distribution model augmented by digital self-service tooling rather than a unified SaaS platform. Retail agents complete an automated appointment workflow (E&O submission, license upload, e-signature) and access market submissions through the SGA agent portal at insurelight.net. Proprietary tooling includes Rapid Rater, a real-time bindable quoting platform that bypasses ACORD forms, and a CPL Automated Application Platform with 100% online quoting and e-signature for personal lines in Mississippi and Louisiana. SGA also integrates carrier-direct platforms such as Hiscox NOW for instant binding of professional liability, general liability, cyber, and BOP, so appointed agents do not need a separate Hiscox carrier appointment. Southern General Finance (SGF), established in 2021, is the in-house premium financing division offering competitive interest rates, flexible terms, and low down payments on commercial policies placed through SGA — a structural margin lever most pure wholesale agencies lack.

SGA earns commission income from carriers on policies placed by its retail agents (rates up to 15.5% on qualifying risks), fee income from Southern General Finance on financed premiums, and ancillary revenue from agency-bill and direct-bill program administration. Distribution is exclusively indirect: SGA does not sell to end insureds. It reaches retail agents through its website and portal (top and bottom of funnel), industry associations (NAGA, WSIA, PIA, LSLA, TSLA) at the mid-funnel, and direct phone-based agent support across five underwriting offices in Louisiana, Mississippi, Alabama, and a regional Tennessee/Georgia/Florida office. The customer base is described as 'thousands of agents' across ten southeastern states. Day-to-day leadership is held entirely by members of the Mitchell family — Barry L. Mitchell as Founder, President & CEO, Jerry Mitchell as EVP & COO, Darren Mitchell as VP & CTO, and Jason L. Mitchell as VP & CIO — and the company is privately held with no institutional investment disclosed.

Name

Southern General Agency

Legal name

Southern General Agency, Inc.

Website

https://southerngeneral.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Southern General Agency is a wholesale insurance agency founded in 1984 that gives retail agents access to 40-plus commercial and personal lines markets, digital quoting tools, and in-house premium financing across ten southeastern US states.

Ownership category

akta.pro rank

Product category

Wholesale Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Wholesale Insurance Brokerage (Excess & Surplus Lines) (FSAEADAD)

akta.pro secondary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

Keywords

• Wholesale insurance brokerage
• Excess surplus lines
• Commercial insurance distribution
• Personal lines insurance
• Premium financing services

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Commission Income: SGA earns commissions from insurance carriers (A-rated carriers and E&S markets) based on insurance policies placed by retail agents. Commission rates mentioned up to 15.5% on qualifying risks.
2. Premium Financing (Southern General Finance): In-house premium financing services offering competitive interest rates, flexible terms, low down payments, and extended monthly payment options for commercial policies placed through SGA. Generates financing fees and potential commission on financed premiums.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Southern General Agency is a wholesale insurance general agency that distributes commercial and personal lines insurance products from 40+ A-rated and Excess & Surplus (E&S) carriers to appointed retail insurance agents across the southeastern United States. Its core offering is multi-market access for complex and non-standard risks, supported by the proprietary Rapid Rater digital quoting platform, an automated agent appointment process, and in-house premium financing through Southern General Finance.

Product overview

Southern General Agency operates as a wholesale insurance broker and managing general agent offering a comprehensive portfolio of commercial and personal lines insurance products. The core offerings consist of Commercial Lines (E&S specialty coverages including General Liability, Commercial Property, Garage, Inland Marine, and Professional Liability) and Personal Lines (Homeowners, Dwelling Fire, Mobile Homes). These are supplemented by specialized programs including the Artisan Contractors Program, Garage Specialists Program, and Lessor's Risk Only coverage. Digital distribution is enabled through the Rapid Rater platform for automated quoting and binding, while Southern General Finance provides in-house premium financing. The company also offers access to the Hiscox NOW online platform for instant business insurance binding. The overall architecture is a traditional wholesale insurance model with digital augmentation through proprietary and partner portals, rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Southern General Finance (SGF): Premium financing division offering competitive interest rates, flexible terms, low down payments, and extended monthly payment options for commercial policies placed with Southern General Agency.

Products and services

• Commercial Lines Wholesale commercial insurance products distributed through E&S and standard carriers, including General Liability, Commercial Property, Vacant Property, Equipment Breakdown, Hired/Non-Owned Auto, Inland Marine, Professional Liability, Garage, Liquor Liability, Artisan Liability, Commercial Umbrella, Excess Liability, Directors & Officers, Motor Truck Cargo, Bonds, Builder's Risk, Commercial Auto, Farm & Ranch, and Special Events. Designed for retail insurance agents placing complex commercial risks in the southeastern United States.
• Personal Lines Personal insurance products offered through multiple carriers on agency-billed programs, including Equine Liability, Dwelling Fire (DP1, DP2, DP3), Farm Liability, Homeowners (HO8), Mobile Homes, HO3 X-wind (LA only), Comprehensive Personal Liability, Renters, and Watercraft. Built for retail agents serving personal lines customers in the southeastern United States.
• Southern General Finance (SGF) Premium Financing In-house premium financing service offering competitive interest rates, flexible terms, low down payments, extended monthly payments, agency fee options, easy online finance quoting, and bonus incentive programs. Available only on commercial policies placed through Southern General Agency and designed to help retail agents and their insureds manage premium payment cash flow.
• Rapid Rater Digital Quoting Platform Real-time bindable quoting platform for appointed retail insurance agents that streamlines the insurance submission process, includes e-signatures, enables same-day quoting without traditional ACORD forms, and integrates with the SGA agent web portal for automated workflows.
• Artisan Contractors Program Specialized insurance program for artisan contractors covering commercial and residential operations including plumbing, electrical, HVAC, roofing, painting, and landscaping, with General Liability limits of $2M/$2M to $5M. Built for retail agents placing contractor risks.
• Garage Specialists Program Comprehensive garage coverage including Garage Liability, Garagekeepers, Dealer's Open Lot, and Property for auto dealers, repair shops, car washes, and mobile operations. Designed for retail agents placing auto dealer and garage risks.
• Comprehensive Personal Liability (CPL) Automated Platform Personal liability coverage for dwellings with a 100% online automated application and quoting platform featuring e-signatures. Currently available in Mississippi and Louisiana and targeted at retail agents placing personal liability risks.
• Lessor's Risk Only (LRO) Landlord insurance for commercial property owners covering buildings leased to tenants including retail, office, and light industrial, with risks under $2.5M TIV typically quoted within 24 hours. Built for retail agents placing habitational and landlord risks.
• New Construction Program Insurance program for residential and commercial construction ventures with accounts up to $10M in annual gross receipts, base limits of 1/2/2 or 2/2/2, and up to $5M excess available. Targeted at retail agents placing new construction contractor risks.
• Cyber Insurance Coverage against cyber attacks, data breaches, and computer-related crimes covering IT forensics, data recovery, extortion demands, systems repair, and notification costs. Distributed to retail agents for placement with small and mid-sized commercial insureds.
• Motor Truck Cargo Truck cargo insurance with limits up to $250,000 per vehicle and $500,000 per loss, covering dry van, refrigerated, flatbed, and automobile hauler operations in Texas, Louisiana, Mississippi, Alabama, Georgia, Tennessee, and Arkansas. Distributed to retail agents placing trucking risks.
• Commercial Auto Program Commercial auto coverage with liability up to $1,000,000 and physical damage up to $250,000 for vehicles up to 45,000 lbs gross weight. Targeted at retail agents placing artisan contractors and service operations.
• Liquor Liability Liquor liability coverage for bars, taverns, restaurants, wineries, breweries, distributors, and special events, including assault and battery coverage. Distributed to retail agents serving hospitality accounts.
• Hiscox NOW Online Business Insurance Online business insurance platform offering instant binding for professional liability (E&O), general liability, cyber, and business owners insurance across hundreds of professions, accessible through the SGA agent portal. Available to appointed retail agents without a separate carrier appointment.
• Roofers Coverage Insurance for roofing contractors covering new construction and renovations with no height restrictions, GL limits up to $2M/$2M, and torch exclusion buy-back available. Distributed to retail agents placing roofer risks.
• Churches & Places of Worship Insurance solutions for houses of worship and religious organizations including property, day care exposure, commercial excess, and special events coverage. Distributed to retail agents placing religious organization risks.
• Beauty Salons, Barber Shops & Spas Coverage for beauty and personal care services including GL limits up to $2M/$2M, sexual molestation limits, professional liability for employees, and tanning operations. Distributed to retail agents placing salon and spa risks.
• Special Events Coverage Coverage for festivals, carnivals, fairs, pageants, sporting events, races, concerts, meetings, and parades with low minimum premiums and high general liability limits. Distributed to retail agents placing event organizer risks.
• Lawn Care Services Liability coverage for lawn care businesses protecting against claims of bodily injury or property damage during mowing, trimming, aerating, fertilizing, and tree trimming operations. Distributed to retail agents placing lawn care risks.
• Farm Liability Coverages Farm liability insurance covering hobby farms, small to mid-size operating farms, and ranches including livestock, crops, aqua farms, beekeeping, and greenhouses. Distributed to retail agents placing farm and ranch risks.

Named customers2 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered industry association, core and preferred carrier.

• National Alliance of General Agents (NAGA)industry associationOthersIndustry trade association for general agents providing networking, education, and advocacy for wholesale insurance distribution. SGA is a member demonstrating industry credibility and standards compliance.
• Wholesale & Specialty Insurance Association (WSIA)industry associationOthersTrade association representing wholesale and specialty insurance professionals. SGA membership indicates participation in specialty E&S markets and adherence to industry standards.
• Professional Insurance Agents of Louisiana (PIA)industry associationOthersState-level insurance agent association providing education, advocacy, and networking for insurance professionals in Louisiana.
• Louisiana Surplus Line Association (LSLA)coreOthersState association representing surplus lines insurance in Louisiana. Core membership for operating in E&S markets in Louisiana.
• Texas Surplus Lines Association (TSLA)coreOthersState association representing surplus lines insurance in Texas. Core membership for operating in E&S markets in Texas.
• Hiscox Insurance Company Inc.preferred carrierChannel Partner/ Reseller/ DistributorSGA offers Hiscox NOW online quoting and binding platform for professional liability, general liability, cyber, and business owners insurance. Commissions paid through SGA with no separate appointment needed. Same-day effective dates and instant binding capabilities.
• Southern General FinancecoreStrategic or Co-development PartnerIn-house premium financing division offering competitive rates, flexible terms, and extended payment options. Differentiates SGA by offering complete insurance and financing solutions to agents. Available only on commercial policies placed with SGA.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CRC Group (CRC Insurance Services): Largest wholesale insurance distributor in the US, specializing in commercial E&S lines placement for retail agents. Most directly comparable to SGA in market role, with a far larger national footprint.
• Brown & Riding: Wholesale insurance brokerage placing complex commercial risks into E&S markets on behalf of retail agents. Highly comparable operating model and customer base.
• RPS (Risk Placement Services): National wholesale insurance broker serving retail agents with specialty and E&S placements. Direct competitor in the wholesale distribution channel serving retail agents.
• Crump Insurance Services: Wholesale insurance distributor and MGA providing E&S and specialty commercial lines to retail agents. Overlapping product set including commercial property, GL, and specialty programs.
• Burns & Wilcox: Wholesale brokerage focused on specialty and E&S commercial lines, serving retail agents across multiple states. Strongly comparable distribution and underwriting posture.
• Heffernan Insurance Brokers: Wholesale and retail insurance brokerage with specialty lines and E&S capabilities for commercial and personal lines. Overlapping product mix and retail-agent distribution.
• Amwins: Major specialty insurance wholesaler offering E&S commercial lines, professional lines, and specialty programs to retail agents. Comparable wholesale distribution model and product breadth.
• Worldwide Facilities: National wholesale insurance broker focused on E&S commercial lines. Comparable model of aggregating multiple carrier markets for retail agent placement.

Broad incumbents

• Markel: Specialty insurer and MGA with direct specialty lines underwriting; competes with SGA in the same niche classes (contractors, garage, habitational) but with carrier balance sheet and underwriting authority SGA does not have.
• RLI Corp: Specialty P&C insurer with strong niche programs in contractor and small commercial risks. Comparable specialty product focus but operates as a carrier rather than commission-only wholesaler.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SGAGenAgency
• Facebookfacebook.com/SGAGeneralAgency

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 Southern General Agency