Apex Insurance Group
Apex Insurance Group is a family-owned independent insurance agency operating 13 offices across Wisconsin, serving 25,000+ individuals and small businesses with personal, commercial, farm, life, and health coverage through 40+ carrier partnerships.
- Company typePrivate
- Founded2005
- HeadquartersBloomer, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Apex Insurance Group does
Apex Insurance Group is a family-owned, independent multi-line insurance agency headquartered in Bloomer, Wisconsin. Founded in 2005 by David Stiehl as the Stiehl Agency and rebranded to Apex Insurance Group in 2013 when Richard Stiehl joined as a partner, the company sells personal, commercial, farm, life, health, recreational-vehicle, specialty, and surety-bond coverages to individuals and small businesses across Wisconsin. It carries no proprietary technology platform, instead operating on what it describes as a "standard independent insurance agency technology stack" and accessing 40+ insurance carriers (including Acuity, Auto-Owners, Liberty Mutual, MetLife, Progressive, Secura, Travelers, West Bend, and FMH for crop) to quote and bind business from any of its locations.
The business model is commission-based: revenue is earned on policies placed with the carriers Apex represents, with pricing set carrier-by-carrier on a quote basis and billing on a monthly cadence. GTM is sales-led, run through a network of 13 physical offices across Wisconsin (Bloomer, Alma Center, Augusta, Brandon, Chippewa Falls, Cornell, Eau Claire x2, Kaukauna, Ladysmith, Menomonie, Osseo, and West Salem), each typically retaining the brand name of a locally acquired agency. Approximately 70 professionals serve 25,000+ active clients, with distribution supplemented by phone, website contact forms, newsletters, and community-event marketing. No external private equity, venture, or institutional capital is reported in the source material.
Growth has been driven primarily by acquisition rather than greenfield: Apex has integrated 11 agencies since 2010 — Shong (2010), Flambeau Valley (2012), Dickinsen (2016), Esser and Big Rivers (2017), Abel (2021), West Salem (2023), Kittelson and Nolan (2024), and Southard and Bourget (2025) — with the company now holding the #1 farm-insurance ranking in Wisconsin and #40 nationwide by FMH policy volume. The principal risks are regional concentration (entirely within Wisconsin), dependence on carrier appointment economics, succession/key-person risk tied to Stiehl-family ownership, and competition from carrier-direct and insurtech entrants, partially offset by multi-line stickiness and embedded community relationships.
Apex Insurance Group firmographics
Firmographics- Name
- Apex Insurance Group
- Legal name
- Apex Insurance Group
- Website
- https://aigwi.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Apex Insurance Group is a family-owned independent insurance agency operating 13 offices across Wisconsin, serving 25,000+ individuals and small businesses with personal, commercial, farm, life, and health coverage through 40+ carrier partnerships.
- Ownership category
- akta.pro rank
Apex Insurance Group industry classification
Industry- Product category
- Multi-line Insurance Agency
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Self-Funded (ASO) Group Health Plans & Stop-Loss (FSAIAFAB)
- akta.pro secondary industries
- Association & PEO Group Health Plans (AHP/PEO-Sponsored) (FSAIAFAH), Basic Group Term Life (Employer-Paid) (FSAIADAA), Auto Liability Umbrella / Excess (FSAJANAK), Umbrella Insurance (FSAJAMAK)
Keywords
Where Apex Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Bloomer
- HQ country
- United States
- HQ region
- North America
Offices13 records
Markets served
Apex 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, Infrastructure
Revenue model
- Insurance Commissions: Revenue generated through commissions paid by insurance carriers for policies placed. As an independent agency representing 40+ carriers, they earn commissions on all insurance products sold including auto, home, life, health, business, farm, and specialty insurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Quote-based insurance pricing tailored to individual needs |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Apex Insurance Group product offering
Product offeringCore offering
Apex Insurance Group is a family-owned independent insurance agency operating 13 office locations across Wisconsin. The agency represents 40+ insurance carriers and places personal lines (auto, home, life, health, RV, specialty), commercial lines (business insurance, bonds), and agricultural lines (farm and crop insurance) for individuals, families, farms, and small businesses in Wisconsin and beyond.
Product overview
Apex Insurance Group is a family-owned multi-line insurance agency that operates as a unified platform offering comprehensive insurance coverage across 10 core product categories: Auto Insurance, Home Insurance, Farm Insurance, Life Insurance, Health Insurance, RV Insurance, Business Insurance, Corporate Bonds, Specialty Insurance, and Other Insurance products. The company has grown through strategic acquisitions, with 13 office locations across Wisconsin serving individuals and businesses. They represent 40+ insurance carriers, allowing them to offer competitive pricing and customized coverage solutions. The portfolio includes both personal lines (auto, home, life, health, RV) and commercial lines (business, bonds, farm, specialty), all accessible through their network of independent agency locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Insurance Vehicle coverage including liability, comprehensive, collision, uninsured/underinsured motorist protection, and additional options such as diminishing deductible, accident forgiveness, and roadside assistance; placed with multiple carriers through Apex's Wisconsin agent network.
- Home Insurance Homeowners coverage protecting against natural disasters, theft, liability, and property damage, with options for property insurance, renters, condos, mobile homes, and landlord insurance.
- Farm Insurance Agricultural coverage including crop insurance, farm owners insurance, livestock coverage, equine insurance, farm equipment, structures, auto, umbrella, and liability protection for farm operators.
- Life Insurance Coverage including individual and group life insurance, long-term care, mortgage protection, disability insurance, second-to-die policies, and key person insurance.
- Health Insurance Medical coverage including individual/family plans, group health, dental, vision, temporary health, supplemental insurance, medical expense, child health, travel health, prescription coverage, Medicare, and HSAs.
- RV Insurance Recreational vehicle coverage for boats, motorcycles, motorhomes, ATVs, and snowmobiles with liability, collision, comprehensive, and personal injury protection.
- Business Insurance Commercial coverage including commercial property, general liability, business owners policy (BOP), inland marine, commercial auto, umbrella insurance, professional liability, workers compensation, and crime insurance for Wisconsin small and mid-sized businesses.
- Corporate Bonds Surety and fidelity bond services including performance bonds, contractor bonds, ERISA bonds, fiduciary bonds, subdivision bonds, court bonds, conservator bonds, and public officials bonds.
- Specialty Insurance Extended coverage including wedding insurance, special event insurance, notary services, license services, and permit services.
- Other Insurance Additional personal coverage including identity theft protection, personal umbrella insurance, and data backup insurance.
Quantifiable outcome
- Ranked #1 in Wisconsin and #40 nationwide for farm insurance volume by Farmers Mutual Hail
- +2 more outcomes
Companies that use Apex Insurance Group
Customer profileNamed customers5 records
Ideal customer profiles3 records
Apex Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Apex Insurance Group partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and secondary.
- AcuitycoreInsurance carrier partner providing property and casualty insurance products through Apex's independent agency network in Wisconsin.
- Auto-Owners InsurancecoreInsurance carrier partner offering auto, home, and related insurance products distributed through Apex's 13 Wisconsin locations.
- Liberty MutualcoreNational insurance carrier partner providing personal and commercial insurance products through Apex's independent agency network.
- MetLifecoreInsurance carrier partner offering life, dental, vision, and other insurance products through Apex's Wisconsin locations.
- Progressive InsurancecoreInsurance carrier partner specializing in auto insurance products distributed through Apex's independent agency network.
- Travelers InsurancecoreCommercial and personal insurance carrier partner providing property, casualty, and business insurance through Apex locations.
- West Bend Mutual InsurancecoreRegional insurance carrier based in Wisconsin providing home, business, and farm insurance products through local agents.
- Secura InsurancecoreMidwest-focused insurance carrier providing property and casualty coverage through Apex's Wisconsin office network.
- Employers Benefits GroupcoreEmployee benefits specialist partner providing group health and related employee benefit products through Apex locations.
- Frankenmuth InsurancecoreMichigan-based insurance carrier partner offering property and casualty products through Apex's Wisconsin network.
- Hastings InsurancecoreInsurance carrier partner providing various property and casualty coverage options through Apex's independent agency.
- Penn National InsurancecoreRegional insurance carrier offering personal and commercial insurance products distributed through Apex locations.
- Farmers Mutual Hail (FMH)coreSpecialized crop insurance carrier. Apex ranked #1 in Wisconsin and #40 nationally by FMH for farm insurance volume.
- Wisconsin Mutual InsurancecoreWisconsin-based mutual insurance company providing various property and casualty coverage through local independent agents.
- AflacsecondarySupplemental insurance carrier partner offering accident, cancer, and other supplemental health products through select Apex locations.
- Delta DentalsecondaryDental insurance carrier partner providing dental coverage options through Apex's employee benefits offerings.
- Anthem Blue Cross Blue ShieldsecondaryHealth insurance carrier partner providing medical coverage options through Apex's health and group benefits offerings.
- United HealthcaresecondaryNational health insurance carrier partner providing medical and health coverage through Apex's employee benefits platform.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Apex Insurance Group competitors and assessment
Company assessmentBroad incumbents
- USI Insurance Services: Large national insurance brokerage and benefits consultant, scaled much larger than Apex. Competes for the same middle-market commercial and group-benefits business Apex pursues within Wisconsin.
- AssuredPartners: One of the largest U.S. independent insurance brokerage consolidators, PE-backed (GTCR), with hundreds of offices nationwide. Operates at much greater scale than Apex but pursues the same M&A roll-up playbook in regional and middle-market segments.
- HUB International: Major North American insurance brokerage, heavily built through acquisitions of regional independents. Provides the incumbent-scale benchmark that PE-style agency roll-ups like Apex are eventually measured against.
Others
- Secura Insurance: Wisconsin-based regional insurance carrier partner that distributes through agents like Apex. Comparable in geographic overlap and farm-insurance relevance; a key supplier in Apex's carrier ecosystem rather than a competitor, but adjacent in the Wisconsin insurance value chain.
Direct peers
- Leavitt Group: Family-founded multi-line independent insurance agency group that has grown through regional acquisitions across the western U.S., serving individuals and businesses with personal and commercial coverage from multiple carriers — closest structural parallel to Apex's Wisconsin roll-up model.
- Heffernan Insurance Brokers: Independent insurance brokerage offering personal, commercial, employee benefits and farm/agribusiness coverage from multiple carriers across multiple offices — very close functional match to Apex's mix of P&C, life, health, and farm distribution.
- Hilb Group: Multi-line independent insurance agency roll-up with a regional multi-office model serving SMB and individuals. Repeatedly acquires local agencies while retaining local presence, mirroring Apex's strategy of expanding from a single Wisconsin office to 13.
- The Liberty Company Insurance Brokers: Independent multi-line insurance brokerage built through acquisitions of regional agencies, distributing personal, commercial, and benefits products from multiple carriers — directly comparable business model to Apex.
Emerging players
- RPS (Risk Placement Services): Growing specialty and regional brokerage with multi-carrier distribution model. Comparable on multi-carrier access and breadth of product, but tilted more to specialty/commercial lines than Apex's personal-lines-heavy mix.
Regional players
- M3 Insurance Solutions: Wisconsin-headquartered independent insurance brokerage serving personal and commercial clients across the upper Midwest with multiple offices. Same state and overlapping product mix (P&C, benefits, specialty), making it a direct regional competitive counterpart.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Apex Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apex Insurance Group leadership team
Management profileNumber of profiles
Profiles7 records
Apex Insurance Group subsidiaries and ownership
Company hierarchySubsidiaries11 records
Apex Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apex 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 Apex Insurance Group
What does Apex Insurance Group do?
Apex Insurance Group is a family-owned independent insurance agency operating 13 office locations across Wisconsin. The agency represents 40+ insurance carriers and places personal lines (auto, home, life, health, RV, specialty), commercial lines (business insurance, bonds), and agricultural lines (farm and crop insurance) for individuals, families, farms, and small businesses in Wisconsin and beyond.
Is Apex Insurance Group a public or private company?
Apex Insurance Group is a private company. It is classified as family owned and is currently operating.
When was Apex Insurance Group founded?
Apex Insurance Group was founded in 2005. It employs 11 to 50 people.
Where is Apex Insurance Group based?
Apex Insurance Group is headquartered in Bloomer, United States, in the North America region.
How does Apex Insurance Group make money?
One revenue line is on record: insurance Commissions.
Who are Apex Insurance Group's main competitors?
Broad incumbents on record are USI Insurance Services, AssuredPartners and HUB International. Secura Insurance is listed as an others. Direct peers are Leavitt Group, Heffernan Insurance Brokers, Hilb Group and The Liberty Company Insurance Brokers. RPS (Risk Placement Services) is listed as an emerging player. M3 Insurance Solutions is listed as a regional player.
Does Apex Insurance Group have an API?
No public API is recorded for Apex Insurance Group.
What industry is Apex Insurance Group in?
Apex Insurance Group's product category is Multi-line Insurance Agency. Its primary akta.pro industry code is FSAIAFAB, Self-Funded (ASO) Group Health Plans & Stop-Loss, with a secondary code of FSAIAFAH, Association & PEO Group Health Plans (AHP/PEO-Sponsored). Its NAICS code is 524210 and its SIC code is 6411.