Sterling Insurance Group
Sterling Insurance Group is a women-owned independent insurance agency founded in 2003 in Plano, Texas, licensed in Texas and Colorado, placing personal and commercial policies across multiple carriers for individuals, families, and small businesses in the DFW metro and Denver areas.
- Company typePrivate
- Founded2003
- HeadquartersPlano, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Sterling Insurance Group does
The Sterling Insurance Group is a privately held, women-owned independent insurance agency founded in 2003 and headquartered in Plano, Texas, with a regional office in Denver, Colorado. The firm is licensed in Texas (#1429492) and Colorado and serves individuals, families, and small-to-mid-sized business owners primarily in the Dallas-Fort Worth metro and Denver areas. Core offerings span personal lines (auto, homeowners, life, umbrella, condo/renters, and recreational vehicle coverage) and commercial lines (contractors, business owners policies, professional liability, workers compensation, commercial auto, and commercial buildings), supplemented by specialty products such as cyber, wedding, flood, and business bonds.
As a 100% independent agency, Sterling is not captive to any single insurance carrier; instead it shops coverage across multiple top-rated carriers on behalf of clients to optimize price and coverage fit. Revenue is generated via carrier commissions on policies placed and renewed, making the model inherently recurring on annual billing cycles. The firm operates with a six-person team led by owner Teresa Kitchens and runs on standard insurance agency management software plus carrier quote platforms, with customer acquisition driven by a referral program, content marketing, podcast presence, Google reviews, and community involvement.
Distribution is direct-to-consumer across two physical offices, a website quote funnel, phone, and email. Service-level evidence includes a stated 90% of quotes completed within 24 hours and 300+ Google reviews, supporting a consultative, education-led sales motion rather than a transactional one. The agency is WBENC-certified women-owned, has earned multiple industry awards (SIAA President Circle of Excellence 2021, IAOA Collaborator of the Year 2019, IAOA Donna Lavine Lifetime Achievement Award 2021), and the owner graduated from the Goldman Sachs 10,000 Small Businesses program in 2025.
Sterling Insurance Group firmographics
Firmographics- Name
- Sterling Insurance Group
- Legal name
- The Sterling Insurance Group
- Website
- https://sterlinginsnow.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sterling Insurance Group is a women-owned independent insurance agency founded in 2003 in Plano, Texas, licensed in Texas and Colorado, placing personal and commercial policies across multiple carriers for individuals, families, and small businesses in the DFW metro and Denver areas.
- Ownership category
- akta.pro rank
Sterling Insurance Group industry classification
Industry- Product category
- Insurance Brokerage 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
- General Liability Insurance (FSAJAMAE)
- akta.pro secondary industries
- Personal Auto Insurance (FSAJAMAA), Standalone Umbrella Liability (FSAJANAE)
Keywords
Where Sterling Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Plano
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Sterling Insurance Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Commissions: The agency earns commissions from insurance carriers for policies sold and renewed. As an independent agency, they represent multiple insurance companies and receive commission income based on premiums placed. This is a recurring revenue model as policies require annual renewal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Personal Insurance - Auto, Home, Life, Umbrella, Condo, Renters, Boat, Motorcycle, RV, ATV |
| Other | Annual | Commercial Insurance - Contractors, BOP, Professional Liability, Commercial Buildings, Workers Comp, Commercial Auto |
| Other | Annual | Life Insurance |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Sterling Insurance Group product offering
Product offeringCore offering
The Sterling Insurance Group is an independent insurance agency that shops coverage through multiple top-rated insurance carriers on behalf of clients. It sells personal lines (auto, homeowners, life, umbrella, condo, renters, boat, motorcycle, RV, ATV, flood, wedding) and commercial lines (contractors, business owners policy, professional liability, commercial buildings, workers compensation, commercial auto, business bonds, cyber), earning carrier commissions on policies placed.
Product overview
The Sterling Insurance Group is an independent insurance agency offering a comprehensive portfolio of insurance products through multiple carrier partnerships. Their core offerings include Personal & Family Insurance (homeowners, auto, life, umbrella, condo/renters, and recreational vehicles) and Commercial & Business Owners Insurance (contractors, BOP, professional liability, workers comp, commercial auto). They also provide specialty products including wedding insurance, business bonds, cyber insurance, and flood insurance. The agency operates as a 100% independent agency, shopping coverage through many top-rated insurance companies to match client needs, rather than being captive to a single insurer.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Insurance Insurance protection for individuals and families spanning home, auto, umbrella, condo/renters, and recreational vehicles, shopped across multiple top-rated carriers for optimal coverage and price.
- Commercial Insurance Business insurance protection for small to mid-sized business owners covering contractors, BOP, professional liability, commercial buildings, workers compensation, and commercial auto, accessed through multiple carriers.
- Life Insurance Life insurance coverage that protects dependents and maintains family lifestyle if the policyholder passes, with coverage amounts and premiums based on age, health, and coverage needs.
- Wedding Insurance Special-event insurance covering liability and cancellation for weddings, protecting clients financially if something interferes with the wedding day.
- Business Bonds Guaranteed surety bonds for businesses including license and permit bonds, contract bonds, surety bonds, and fidelity bonds.
- Cyber Insurance Commercial coverage that protects businesses against cyber threats, data breaches, ransomware, and digital losses.
- Flood Insurance
Quantifiable outcome
- 90% of insurance quotes complete within 24 hours or less
- +1 more outcomes
Companies that use Sterling Insurance Group
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Sterling Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sterling Insurance Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TravelerscoreInsurance carrier partner providing personal and commercial insurance products. Agency lists Travelers contact information for claims and payments on their carrier directory page.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Sterling Insurance Group competitors and assessment
Company assessmentBroad incumbents
- Country Financial: Multi-line insurance and financial services carrier selling through exclusive agency distribution. Overlaps Sterling's auto, home, life, and small commercial offerings via an agency-distribution model with cross-sell emphasis.
- Progressive: Largest U.S. auto insurer with deep direct-to-consumer digital channels supplemented by independent and captive agent distribution. Direct competitor to Sterling's personal auto line, with persistent rate-comparison pressure on agency placement.
- State Farm: Largest U.S. personal lines carrier distributed primarily through captive agents. Competes for the same household insurance budget as Sterling but uses a single-carrier agency model rather than an independent multi-carrier approach.
- Integrity Marketing Group: Large consolidator and distributor of insurance products via independent agents, IMOs, and carrier partnerships. Comparable as a competing acquisition vehicle for independent agencies and as a benchmark for the broader agency-distribution industry that Sterling operates in.
- Allstate: National P&C carrier with both captive agent distribution and direct channels, offering auto, home, life, and small commercial lines. Overlaps Sterling's product portfolio across personal and commercial segments.
Emerging players
- Lemonade: D2C insurtech offering renters, homeowners, auto, pet, and term life through a mobile-first, AI-driven experience. Represents the disruptor model that bypasses the independent agent layer Sterling relies on, especially for younger and digital-native buyers.
Direct peers
- Brightway Insurance: Franchise-based independent insurance agency offering personal, commercial, life and specialty lines through multiple carrier partnerships. Directly comparable as a multi-carrier independent distribution competitor targeting families and SMBs.
- Goosehead Insurance: Public independent insurance agency distributing personal and commercial lines through a franchised network of multi-carrier producers. Highly comparable business model to Sterling as an independent broker shopping across carriers for client placements.
- Leavitt Group: Privately held network of independent insurance agencies offering personal and commercial coverage through multiple carriers across the western U.S. Operates the same multi-carrier agency model that Sterling employs, at meaningfully larger scale.
- Higginbotham: Texas-headquartered independent insurance and risk management firm serving commercial and personal clients across multiple states through carrier partnerships. Closely comparable regional footprint and multi-line independent model to Sterling.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Sterling Insurance Group social profiles
Digital presenceSterling Insurance Group compliance and trust
Trust signalCompliance1 record
Sterling Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sterling Insurance Group leadership team
Management profileNumber of profiles
Profiles6 records
Sterling Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sterling Insurance 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 Sterling Insurance Group
What does Sterling Insurance Group do?
The Sterling Insurance Group is an independent insurance agency that shops coverage through multiple top-rated insurance carriers on behalf of clients. It sells personal lines (auto, homeowners, life, umbrella, condo, renters, boat, motorcycle, RV, ATV, flood, wedding) and commercial lines (contractors, business owners policy, professional liability, commercial buildings, workers compensation, commercial auto, business bonds, cyber), earning carrier commissions on policies placed.
Is Sterling Insurance Group a public or private company?
Sterling Insurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sterling Insurance Group founded?
Sterling Insurance Group was founded in 2003. It employs 11 to 50 people.
Where is Sterling Insurance Group based?
Sterling Insurance Group is headquartered in Plano, United States, in the North America region.
How does Sterling Insurance Group make money?
One revenue line is on record: insurance Commissions.
Who are Sterling Insurance Group's main competitors?
Broad incumbents on record are Country Financial, Progressive, State Farm, Integrity Marketing Group and Allstate. Lemonade is listed as an emerging player. Direct peers are Brightway Insurance, Goosehead Insurance, Leavitt Group and Higginbotham.
Does Sterling Insurance Group have an API?
No public API is recorded for Sterling Insurance Group.
What industry is Sterling Insurance Group in?
Sterling Insurance Group's product category is Insurance Brokerage Services. Its primary akta.pro industry code is FSAJAMAE, General Liability Insurance, with a secondary code of FSAJAMAA, Personal Auto Insurance. Its NAICS code is 524210 and its SIC code is 6411.