Shine

What Shine does

Shine Insurance is a privately-held, family-owned independent insurance agency founded in 2013 and headquartered at 1605 S Walnut Street, Bloomington, Indiana. Operating with approximately seven employees under co-owners Jeremy and McKenzie Goodrich, the agency operates as a multi-carrier broker rather than a captive insurer, sourcing insurance products from thirteen carrier partners including Auto-Owners, Berkshire Hathaway Guard, Frankenmuth, Hanover, Liberty Mutual, Nationwide, Progressive, Secura, State Auto, The Hartford, Travelers, West Bend, and Westfield.

The agency's product surface is organized across two service lines. Personal Insurance covers home, auto, life, umbrella, condo, and high-net-worth coverage, with multi-policy bundling discounts of 10-25%. Business Insurance includes business owners policies, business auto, commercial property, workers' compensation, commercial umbrella, and cyber liability, with industry-specialized sub-products for contractors, real estate investors, restaurants, wholesalers and distributors, golf courses, breweries, wineries, technology firms, dental offices, landscaping services, and nightclubs/bars. Underlying technology is conventional for the segment: the EzLynx third-party customer service portal for policy access and the licensed 'Clickable Coverage' interactive education widget from FMG Suite/Agency Revolution; no proprietary platform, AI models, or APIs are disclosed.

Revenue is generated through carrier commissions on policies placed and renewed, with pricing set individually per customer risk profile and quote-based rather than published. The agency runs a sales-led go-to-market via licensed advisors, supported by a digital presence (website, blog, Facebook, LinkedIn, YouTube, Instagram) and a formal referral program. Community positioning is reinforced by the 'Rise By Lifting Others' giving program, which has donated over $100,000 to 18 local Bloomington organizations. Geographic focus is Bloomington and Central Indiana, with no disclosed offices, employees, or revenues outside that footprint.

Name

Shine

Legal name

Shine Insurance

Website

https://shineinsurance.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Shine Insurance is a family-owned independent insurance agency in Bloomington, Indiana, representing thirteen national and regional carriers to deliver personal and commercial lines — including home, auto, life, business, and industry-specific coverage — to individuals and SMBs across Central Indiana.

Ownership category

akta.pro rank

Headquarters

HQ city

Bloomington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: As an independent insurance agency, Shine Insurance earns commissions from insurance carrier partners for policies placed and renewed. Commissions are typically a percentage of policy premiums. The agency represents multiple insurance companies allowing them to offer competitive options to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Shine Insurance is an independent insurance agency that places personal and commercial insurance policies on behalf of clients by representing multiple national and regional insurance carriers. The agency earns commissions from these carriers for policies sold and renewed, with offerings spanning homeowners, auto, life, umbrella, business owners, commercial property, workers' compensation, cyber liability, and industry-specific verticals such as restaurant, real estate investor, contractor, golf course, and wholesaler/distributor coverage.

Product overview

Shine Insurance is an independent insurance agency offering a comprehensive portfolio of insurance products through multiple carrier partnerships. The agency operates as a full-service insurance broker providing two primary service lines: Personal Insurance (covering home, auto, life, and umbrella coverage for individuals and families) and Business Insurance (covering commercial property, liability, workers' compensation, and industry-specific solutions). The agency leverages its independent status to represent multiple insurance companies including Auto-Owners, Berkshire Hathaway Guard, Frankenmuth, Hanover, Liberty Mutual, Nationwide, Progressive, Secura, State Auto, The Hartford, Travelers, West Bend, and Westfield, allowing them to match clients with optimal coverage options. Their products range from standard personal and commercial policies to specialized offerings like high net worth insurance, restaurant insurance, technology firm insurance, and golf course insurance, all delivered through a local agency model with national carrier resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Personal insurance solutions covering individual and family protection needs including home, auto, life, and umbrella coverage for Indiana residents.
• Business Insurance Business insurance solutions designed to protect business assets, employees, and operations for small and mid-size businesses.
• Insurance by Industry Industry-specific insurance solutions tailored to the unique risks of various business sectors such as real estate, restaurants, contractors, wholesalers/distributors, and golf courses.
• Home and Auto Insurance (Bundled) Combined home and auto insurance policy offering multi-policy discounts of 10% to 25% for bundled coverage.
• High Net Worth Insurance Comprehensive insurance solution for individuals with large assets, covering homes, vehicles, travel, and life insurance with customized coverage based on individual needs, assets, and lifestyle.
• Individual Life Insurance Life insurance products including term, whole, and universal life policies to safeguard family financial futures.
• Umbrella Insurance Extra liability coverage that activates when main policy limits are exceeded, providing additional protection for personal assets.
• Auto Insurance Vehicle coverage including bodily injury liability, property damage, medical payments, uninsured motorist, and physical damage protection.
• Home Insurance Homeowners coverage protecting against risks including fire, theft, property damage, and personal liability.
• Condo Insurance Condominium unit coverage protecting personal property and providing liability protection for condo owners and renters.
• Business Owners Insurance Business Owners Policy (BOP) combining property and liability coverage tailored to small and mid-size business needs.
• Business Auto Insurance Commercial vehicle coverage with higher liability limits than personal auto, including non-owned auto liability for employees using personal vehicles for work.
• Commercial Property Insurance Coverage for business premises, equipment, and physical assets against damage, loss, and theft.
• Workers' Compensation Insurance Required coverage protecting employees from work-related injuries and illnesses, covering medical bills and lost wages.
• Commercial Umbrella Insurance Excess liability coverage supplementing business policies when payout limits are exceeded, typically ranging from $2 million to $10 million.
• Contractor Insurance Insurance coverage tailored for contractors across various construction and service trades.
• Real Estate Investor Insurance Investment property coverage including liability, property damage, vacant property protection, and builders risk insurance.
• Wholesaler and Distributor Insurance Coverage for inventory, commercial property, business income, and liability for wholesale and distribution operations.
• Restaurant Insurance Comprehensive restaurant coverage including liquor liability, food contamination, employee theft, business interruption, and cyber liability.
• Golf Course Insurance Specialized coverage for golf course operations including tee and green coverage, flood insurance, pollution liability, and business interruption.
• Cyber Liability Insurance Protection against data breaches, unauthorized access to electronic data, and cyber threats including coverage for compliance costs, legal counsel, and regulatory defense.
• Brewery Insurance Insurance coverage tailored for brewery operations and unique industry risks.
• Winery Insurance Specialized coverage for winery operations including product liability and property coverage.
• Technology Firm Insurance Insurance solutions for technology companies covering professional liability and business risks.
• Dental Office Insurance Coverage for dental practices including professional liability and facility protection.
• Landscaping Services Insurance Insurance for landscaping businesses covering equipment, liability, and operational risks.
• Nightclub and Bar Insurance Specialized coverage for nightlife establishments including liquor liability and entertainment risks.

Quantifiable outcome

• Multi-policy bundling discounts of 10-25%
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• Auto-Owners InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing personal and commercial insurance products. Shine Insurance represents this carrier to customers in the Bloomington area. Links provided for policy access, claims reporting, and billing.
• Berkshire Hathaway GuardcoreChannel Partner/ Reseller/ DistributorInsurance carrier partner under the Berkshire Hathaway umbrella providing various insurance products. Shine Insurance is an agent/broker representing this carrier.
• Frankenmuth InsurancecoreChannel Partner/ Reseller/ DistributorRegional insurance carrier partner offering personal and commercial coverage options. Shine Insurance represents this carrier to Indiana customers.
• Hanover Insurance GroupcoreChannel Partner/ Reseller/ DistributorNational insurance carrier partner providing property and casualty insurance products. Active partnership with links for customer policy management.
• Liberty MutualcoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier partner offering personal and business insurance. Mobile app and full customer portal access available through Shine Insurance.
• NationwidecoreChannel Partner/ Reseller/ DistributorNational insurance carrier partner providing diverse insurance products. Full integration with mobile app and online services.
• ProgressivecoreChannel Partner/ Reseller/ DistributorMajor auto and home insurance carrier partner. Known for competitive auto rates, available through Shine Insurance.
• Secura InsurancecoreChannel Partner/ Reseller/ DistributorRegional insurance carrier partner offering personal and commercial coverage. Part of the American Family Insurance group.
• State AutocoreChannel Partner/ Reseller/ DistributorRegional insurance carrier partner providing personal and business insurance products in Indiana.
• The HartfordcoreChannel Partner/ Reseller/ DistributorNational insurance carrier partner offering business insurance, including small business and workers compensation coverage. Full customer portal available.
• TravelerscoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier partner providing personal and commercial insurance. Full claims and billing integration.
• West Bend (The Silver Lining)coreChannel Partner/ Reseller/ DistributorRegional insurance carrier partner offering personal insurance products in Indiana.
• Westfield InsurancecoreChannel Partner/ Reseller/ DistributorRegional insurance carrier partner providing commercial and personal insurance coverage.
• Bloomington Board of RealtorsminorGTM or Marketing PartnerCommunity membership organization connecting Shine Insurance with real estate professionals and homebuyers/sellers who need insurance services.
• Greater Bloomington Chamber of CommerceminorGTM or Marketing PartnerChamber membership providing networking opportunities and community visibility for the insurance agency.
• Downtown BloomingtonminorGTM or Marketing PartnerCommunity organization membership supporting local business community engagement.
• Building Association of South Central Indiana (BASCI)minorGTM or Marketing PartnerProfessional association membership connecting with construction and real estate professionals.
• Monroe County Apartment AssociationminorGTM or Marketing PartnerIndustry association connecting Shine Insurance with landlords and property managers needing insurance coverage.
• Bloomington Economic Development CorporationminorGTM or Marketing PartnerEconomic development organization partnership supporting business attraction and retention in the Bloomington area.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Brown & Brown Insurance: Large publicly traded insurance brokerage distributing personal and commercial products across numerous carrier partners. Comparable multi-carrier independent agency model at massive scale and broad geographic footprint.
• Acrisure: Global insurance brokerage and fintech platform aggregating independent agencies and brokerages. Relevant as the consolidator archetype whose roll-up strategy sets the competitive ceiling and acquisition benchmark for sub-scale independents like Shine.
• Higginbotham Insurance Agency: Large independent insurance brokerage representing multiple carriers across personal and commercial lines. Operates the same independent-agency distribution model as Shine but at significantly greater scale and geographic reach.

Regional players

• Erie Insurance: Regional property and casualty carrier selling primarily through exclusive/independent agents in the Midwest and Mid-Atlantic. Comparable agency-distribution model and product mix (home, auto, commercial) to Shine's book, with a more limited regional geographic reach.
• Frankenmuth Insurance: Mutual regional insurance carrier distributing personal and commercial lines through independent agents in the Midwest. Relevant as another Shine carrier partner and as a regional competitor for Indiana agency appointments.
• Auto-Owners Insurance: Midwest-based regional P&C carrier distributing exclusively through independent agents. Directly relevant as one of Shine's named carrier partners and representative of the regional carrier model Shine's value proposition is built around.
• Westfield Insurance: Ohio-based regional carrier offering personal and commercial lines distributed through independent agents. Comparable agency-distribution approach and overlapping Midwest footprint with Shine's Indiana territory.

Direct peers

• Goosehead Insurance: Independent personal-lines insurance agency operating through a distributed advisor/franchise model with multi-carrier access. Highly comparable distribution model (independent advisors placing across multiple carriers), though at a much larger, franchise-driven scale.
• Brightway Insurance: Independent insurance agency franchise offering home, auto, and commercial coverage via multi-carrier access. Directly comparable product breadth and carrier-agnostic distribution model.
• Shepherd Insurance: Indiana-headquartered independent insurance agency offering personal, commercial, and specialized industry coverage through multiple carrier partnerships. Directly comparable in geography, multi-carrier independent model, and SMB/individual focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCGO-atb8JOo7usmRuVzG-BA
• Facebookfacebook.com/ShineInsuranceAgency
• LinkedInlinkedin.com/company/shine-insurance-agency
• Instagraminstagram.com/shineinsure
• Xx.com/shineinsure

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Shine