Insurance People
Insurance People is a privately held independent insurance agency in Durham, NC, providing personal, business, and employee benefits coverage by placing clients with 30+ national and regional carriers, with deep vertical specializations in charter school and craft beverage insurance.
- Company typePrivate
- Founded2004
- HeadquartersDurham, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Insurance People does
Insurance People of North Carolina is a privately held, independent insurance agency headquartered in Durham, NC, with a second office in Wilmington, NC. The firm is licensed to write business across multiple states but concentrates its specialty practice in the Southeastern United States. It operates three core product lines — Personal Insurance (home, auto, umbrella, high net worth, watercraft, and specialty personal lines), Business Insurance (BOP, commercial property, workers' compensation, cyber liability, D&O, EPLI, commercial umbrella, and specialty commercial lines), and Employee Benefits (group health, life, dental, vision, disability, and voluntary coverage) — and represents more than 30 national and regional insurance carriers.
The agency's primary differentiation rests on two proprietary or licensed tooling layers: IQRM (Intelligence Quotient for Risk Management), a 20-module quantifiable risk assessment platform accessed through its membership in the Beyond Insurance Global Network (BIGN), and Clickable Coverage®, a set of 28 interactive industry/coverage graphics licensed through Agency Revolution. The firm has built deliberate vertical specializations over 20+ years in charter school insurance (anchored by the mutual Utica National Charter School Safety Program, which has returned 5.6% dividends in 2024 and 10% in 2021 to low-claims participants), and a more recently developed craft beverage practice covering breweries, distilleries, and wineries.
Insurance People makes money primarily through commissions paid by the 30+ insurance carriers it represents when policies are placed and renewed. GTM is sales-led but community-driven: licensed advisors work directly with clients by phone, email, and via a website quote form, with self-service layered through a 24/7 client portal for existing customers. The firm employs 11–50 people (over 20 named advisors visible in the contact roster) and is led by President Steve Griffin, AAI. No outside funding, parent company, or subsidiaries are disclosed.
Insurance People firmographics
Firmographics- Name
- Insurance People
- Legal name
- Insurance People of North Carolina
- Website
- https://inspeopleofnc.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Insurance People is a privately held independent insurance agency in Durham, NC, providing personal, business, and employee benefits coverage by placing clients with 30+ national and regional carriers, with deep vertical specializations in charter school and craft beverage insurance.
- Ownership category
- akta.pro rank
Insurance People industry classification
Industry- Product category
- Insurance Brokerage (Independent Agency)
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Personal Auto Insurance (FSAJAMAA)
- akta.pro secondary industries
- Full-Coverage Personal Auto Insurance (FSAJAAAF), Personal Umbrella Insurance (FSAJANAA), Small Group Health Insurance (2–50/100) (FSAIAFAD), Basic Group Term Life (Employer-Paid) (FSAIADAA), Individual AD&D Insurance (Direct-to-Consumer) (FSAIALAC), Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)
Keywords
Where Insurance People is headquartered
LocationHeadquarters
- HQ city
- Durham
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Insurance People business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Commissions: As an independent insurance agency, Insurance People earns commissions from insurance carriers for policies placed. They represent multiple national and regional insurance companies, offering clients choice while earning commission income from each carrier. The agency provides personal insurance, business insurance, and employee benefits solutions under one roof.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Quote-based insurance consultation |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Insurance People product offering
Product offeringCore offering
Insurance People is an independent insurance agency that places personal insurance (home, auto, renters, condo, watercraft, RV, motorcycle, flood, classic car, umbrella, high net worth), business insurance (BOP, commercial property, general liability, workers' compensation, cyber liability, D&O, EPLI, commercial auto, environmental, ocean marine, systems breakdown, professional liability, commercial umbrella), and employee benefits (group health, life, dental, vision, disability, voluntary coverage, Medicare) by advising clients and matching them with one of 25+ carrier partners. Licensed insurance advisors act as personal advocates from coverage selection through claims, supported by a 24/7 client portal and proprietary risk-assessment and educational tools (IQRM and Clickable Coverage).
Product overview
Insurance People is an independent insurance agency offering a comprehensive suite of insurance solutions structured around three core product lines: Personal Insurance (covering home, auto, renters, condo, watercraft, RV, motorcycle, flood, classic car, umbrella, and high net worth), Business Insurance (including BOP, commercial property, general liability, workers' comp, cyber liability, D&O, EPLI, and commercial umbrella), and Employee Benefits (group health, life, dental, vision, disability, and voluntary coverage). The agency differentiates through proprietary interactive tools including Clickable Coverage® (an educational interactive graphics platform covering 28 industry-specific risk scenarios) and IQRM (a quantifiable risk assessment tool with 20 assessment modules for benchmarking performance against industry standards). A Client Portal provides 24/7 self-service access for policy management, claims reporting, and certificate requests.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Insurance Comprehensive personal-lines coverage tailored for individuals and families, including home, auto, renters, condo, watercraft, RV, secondary home, motorcycle, flood, classic car, umbrella, valuable possessions, off-road vehicle, and high net worth insurance, advised by licensed insurance advisors who act as personal advocates from coverage selection through claims.
- Business Insurance Multi-line commercial coverage and risk-management solutions for companies of all sizes, including Business Owners Insurance (BOP), business auto, crime, cyber liability, D&O, EPLI, environmental, fiduciary liability, general liability, inland marine, key man life insurance, E&O, commercial property, ocean marine, systems breakdown, workers' compensation, and commercial umbrella, with vertical specialization in education, breweries/distilleries/wineries, healthcare practices, and construction.
- Employee Benefits Individual and group benefits programs for employers and individuals, including group health insurance, group life insurance, disability, group dental, vision care, voluntary coverage, compliance audits, accidental death and dismemberment, long-term care, and individual Medicare insurance, delivered through partnerships with multiple national health, dental, vision, and life carriers.
- Client Portal (24/7 Self-Service) 24/7 online self-service platform for existing policyholders, providing tools to report claims, request policy changes, request certificates of insurance, request auto ID cards, review the agency, refer friends, and access OSHA logs, with downloadable resources for OSHAlogs, AutomateSafety, and Workers' Compensation information.
Quantifiable outcome
- BIGN network represents approximately $2 billion in written premiums, equivalent to the 4th largest insurance network in the U.S.
- +1 more outcomes
Companies that use Insurance People
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles6 records
Insurance People technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Insurance People partnerships and signals
Strategic signalPartnerships
31 partnerships are on record, tiered minor and core.
- Accident FundminorWorkers' compensation insurance carrier partner representing one of many insurance companies the agency works with to provide clients choice and competitive pricing.
- AmTrustminorInsurance carrier partner providing workers' compensation and business insurance products through the independent agency channel.
- Blue Cross Blue ShieldminorHealth insurance carrier partner for employee benefits offerings, providing group health insurance solutions.
- Builders MutualcoreKey insurance partner for construction and contractor coverage. Builders Mutual provides specialized insurance for residential and commercial construction, and has collaborated on renovation safety content and risk management resources.
- ChubbminorLarge commercial and personal insurance carrier partner offering high-value coverage options.
- Cincinnati InsuranceminorRegional insurance carrier partner providing business and personal insurance products.
- Community Eye CareminorVision insurance carrier partner for employee benefits offerings.
- Companion LifeminorLife insurance carrier partner for employee benefits and individual life insurance coverage.
- Delta DentalminorDental insurance carrier partner for group dental benefits offerings.
- EMC InsuranceminorRegional commercial and personal insurance carrier partner.
- Employers HoldingsminorWorkers' compensation insurance carrier partner.
- Foremost InsuranceminorSpecialty insurance carrier for manufactured housing, motor homes, travel trailers, and specialty property.
- Frontline InsuranceminorRegional insurance carrier partner.
- GuideOne InsuranceminorInsurance carrier specializing in religious institution coverage.
- Hartford InsuranceminorLarge commercial and personal insurance carrier partner.
- HumanaminorHealth insurance carrier partner for employee benefits offerings.
- KemperminorInsurance carrier partner for auto, home, and life insurance products.
- Liberty MutualminorLarge national insurance carrier partner offering wide range of commercial and personal insurance products.
- Mutual of OmahaminorInsurance carrier partner for health, life, and Medicare insurance products.
- National GeneralminorInsurance carrier partner for auto, home, and伞兵 coverage.
- NationwideminorLarge national insurance carrier partner offering diverse insurance products.
- Penn National InsuranceminorRegional commercial insurance carrier partner.
- Philadelphia InsuranceminorInsurance carrier specializing in property and casualty coverage.
- Selective InsuranceminorCommercial and personal insurance carrier partner.
- TravelersminorLarge national commercial and personal insurance carrier.
- United HealthcareminorMajor health insurance carrier partner for employee benefits.
- UPC InsuranceminorProperty insurance carrier partner.
- USLIminorSpecialty insurance carrier partner for various niche coverage needs.
- Utica National Insurance GroupcoreKey insurance partner for charter school coverage with a Charter School Safety Program. Utica National has declared dividends for participants (5.6% in 2024, 10% in 2021). They provide resources to ensure schools are leaders in risk management and safety practices. Insurance People adds new schools to the Safety Group annually.
- Zenith InsuranceminorWorkers' compensation insurance carrier partner.
- Beyond Insurance Global Network (BIGN)coreBIGN is a select group of 70 independent agencies with more than 1,800 employees representing approximately $2 billion in written premiums, equivalent to the 4th largest insurance network in the U.S. Insurance People shares in BIGN's commitment to help clients reduce risk, improve their bottom line, and maximize their insurance investment. Benefits include shared industry knowledge, deep technical expertise, strong carrier relationships, access to 20 quantifiable risk assessment tools (IQRM), and best practices for organizational safety and security.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Insurance People competitors and assessment
Company assessmentBroad incumbents
- Hub International: Large North American insurance brokerage with strong personal, commercial, and benefits offerings. Operates with a similar multi-carrier agency model in the Southeast but at considerably greater scale.
- Acrisure: Tech-enabled insurance brokerage combining agency operations with proprietary technology and data analytics. Comparable multi-carrier distribution model to Insurance People but with significant technology differentiation and scale.
- Brown & Brown, Inc. Large publicly traded insurance brokerage with national scale across personal, commercial, and employee benefits. Comparable product portfolio and customer segments to Insurance People, but operates at materially larger scale.
- USI Insurance Services: Nationally scaled insurance brokerage and consulting firm focused on middle-market commercial and personal clients. Shares Insurance People's employee benefits and commercial insurance focus, but at much greater scale.
- Arthur J. Gallagher & Co. Global insurance broker and risk management firm with deep employee benefits and commercial lines practices. Overlaps heavily with Insurance People's product offering but at vastly larger enterprise scale.
Direct peers
- Hilb Group: Mid-Atlantic and Southeast-focused insurance brokerage built through regional acquisitions. Strong overlap with Insurance People's geography (NC, SC, GA) and multi-carrier agency model across personal, commercial, and benefits.
- Leavitt Group: Independent insurance agency network spanning multiple US states with multi-carrier representation and personal/business/benefits offerings. Closely mirrors Insurance People's model of regional independence with carrier breadth, with comparable footprint and verticals served.
- Goosehead Insurance: Publicly traded independent insurance agency with a multi-carrier model across personal and commercial lines, operating through a similar distributed agency structure. Directly comparable business model and customer base to Insurance People, though substantially larger scale.
- Towne Insurance: Mid-Atlantic and Southeast independent insurance agency offering personal, commercial, and employee benefits through multiple carrier partners. Highly comparable footprint and model to Insurance People, with overlapping Southeast regional focus.
- The Liberty Company Insurance Brokers: Independent insurance brokerage providing personal, commercial, and benefits coverage through carrier partnerships. Operates with a similar agency model and multi-line product mix to Insurance People.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Insurance People social profiles
Digital presenceInsurance People financial estimates
Financial estimateRevenue estimate
Valuation estimate
Insurance People leadership team
Management profileNumber of profiles
Profiles1 record
Insurance People funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Insurance People 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 Insurance People
What does Insurance People do?
Insurance People is an independent insurance agency that places personal insurance (home, auto, renters, condo, watercraft, RV, motorcycle, flood, classic car, umbrella, high net worth), business insurance (BOP, commercial property, general liability, workers' compensation, cyber liability, D&O, EPLI, commercial auto, environmental, ocean marine, systems breakdown, professional liability, commercial umbrella), and employee benefits (group health, life, dental, vision, disability, voluntary coverage, Medicare) by advising clients and matching them with one of 25+ carrier partners. Licensed insurance advisors act as personal advocates from coverage selection through claims, supported by a 24/7 client portal and proprietary risk-assessment and educational tools (IQRM and Clickable Coverage).
Is Insurance People a public or private company?
Insurance People is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Insurance People founded?
Insurance People was founded in 2004. It employs 11 to 50 people.
Where is Insurance People based?
Insurance People is headquartered in Durham, United States, in the North America region.
How does Insurance People make money?
One revenue line is on record: insurance Commissions.
Who are Insurance People's main competitors?
Broad incumbents on record are Hub International, Acrisure, Brown & Brown, Inc., USI Insurance Services and Arthur J. Gallagher & Co.. Direct peers are Hilb Group, Leavitt Group, Goosehead Insurance, Towne Insurance and The Liberty Company Insurance Brokers.
Does Insurance People have an API?
No public API is recorded for Insurance People.
What industry is Insurance People in?
Insurance People's product category is Insurance Brokerage (Independent Agency). Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance, with a secondary code of FSAJAAAF, Full-Coverage Personal Auto Insurance. Its NAICS code is 5242 and its SIC code is 6411.