Croley Insurance and Financial

What Croley Insurance and Financial does

Croley Insurance & Financial is an independent, family-owned insurance brokerage headquartered in Springfield, Missouri, operating continuously since its founding as Crowley Insurance, Incorporated in 1949 and rebranded under its current name after Tom Croley's 1982 acquisition. The firm sells personal lines (health, Medicare, home, auto), commercial lines (general liability, workers' compensation, commercial property, professional liability, bonds), and employer-sponsored employee benefits (group health, dental, life, disability, pension) by brokering policies from a curated panel of carriers that includes Anthem Blue Cross Blue Shield, Mercy, Cox, United Healthcare, Coventry/Aetna, and Principal Life Insurance Co., supplemented by Healthcare.gov Marketplace enrollment under an Elite Plus designation. The firm is licensed to operate across six mid-western states and serves individuals, families, and SMBs in the greater Springfield region, with named long-tenured clients such as Graphite Lab and Andy's Frozen Custard. Croley co-owns no proprietary insurance technology platform; its underlying capability is the multi-carrier brokerage workflow, carrier-portal-based quoting, and human-led advisory delivered by a staff of 11-50, anchored by co-owners Tom Croley and Andrea Geyer-Croley and President Trevor Croley.

Revenue is generated primarily through commissions on new policy sales and renewals across personal, commercial, and benefits lines, with a secondary affiliate-referral stream from Gregory Financial for retirement planning products such as 401(k)s and IRAs. Pricing follows a quote-based model — premiums vary by carrier, coverage, and individual underwriting factors — with monthly billing on individual products and recurring renewal economics on commercial and group benefits business. The go-to-market is hybrid: sales-led enterprise field sales for SMB and corporate benefits, direct-to-consumer for individual lines via phone, in-person consultation at the Springfield office, and website quote forms. Marketing relies on organic social (Facebook, X, LinkedIn), email newsletters, community involvement with local nonprofits (Make-A-Wish, American Heart Association, Rotary, Relay for Life), and co-marketing from carrier partners. Revenue is not publicly disclosed and the firm has not raised external capital; the company remains privately held under Croley family ownership.

Name

Croley Insurance and Financial

Legal name

Croley Insurance & Financial

Website

https://croleyinsurance.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

11–50 employees

Short description

Croley Insurance & Financial is a family-owned independent insurance brokerage in Springfield, Missouri, selling personal, commercial, Medicare, and employee-benefits coverage through a multi-carrier panel to individuals, families, and small businesses in the mid-western United States.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Facultative Financial Lines Reinsurance (D&O, E&O, FI, Crime) (FSAOAFAF)

Keywords

• Insurance brokerage services
• Employee benefits planning
• Medicare and senior insurance
• Commercial property casualty
• Personal insurance coverage

Headquarters

HQ city

Springfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: Revenue generated through commissions from selling insurance policies (health, Medicare, personal, commercial, employee benefits) from multiple carrier partners. Commissions are earned on new policy sales and renewals.
2. Financial Services Referrals: Referral-based revenue from retirement planning services (401(k), IRAs) through partnership with Gregory Financial.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Croley Insurance & Financial is a full-service independent insurance agency that places personal insurance (health, Medicare, home, auto), commercial insurance (general liability, workers' compensation, commercial property, professional liability, bonds), and employer-sponsored employee benefits (group health, dental, life, disability, pension) through multiple carrier partners. It additionally administers the Chamber Benefit Plan and provides Healthcare.gov Marketplace enrollment support, operating as a broker for individuals and businesses across six midwestern states.

Product overview

Croley Insurance & Financial operates as a full-service independent insurance agency offering a portfolio of products organized into personal insurance, commercial insurance, and employee benefits divisions. The personal insurance division encompasses health, Medicare, home, and auto coverage; the commercial division covers business policies including general liability, workers compensation, commercial property, and professional liability; and the employee benefits practice advises on group health, dental, life, disability, and pension plans. The agency also provides Marketplace enrollment support via Healthcare.gov and administers a Chamber Benefit Plan for local business members. The company does not develop a proprietary software platform but functions as an insurance broker representing multiple carrier relationships.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Comprehensive personal lines insurance coverage including health, home, and auto insurance for individuals and families in the Springfield, MO region and surrounding areas.
• Commercial Insurance Business insurance coverage including bonding, commercial auto, commercial property, directors and officers liability, employee benefits liability, employment practices liability, equipment insurance, general liability, professional liability, and workers' compensation for businesses in the Springfield region.
• Employee Benefits Benefits advisory services for designing, installing, and administering employee benefit plans including group medical, dental, life, disability, and pension planning for businesses.
• Medicare and Senior Products Medicare Advantage plans, Medicare supplements, and prescription drug plans for individuals 65 and over or Medicare eligible, with enrollment assistance and plan comparison services.
• Chamber Benefit Plan A group health benefits plan offered through the local Chamber of Commerce that provides coverage options for member businesses in the Springfield region.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Anthem Blue Cross Blue ShieldcoreChannel Partner/ Reseller/ DistributorMajor insurance carrier partner providing health insurance products. Croley holds BC/BS Advisory and Elite Agency status. Offers health coverage, Medicare products, and related insurance through this partnership.
• MercycoreStrategic or Co-development PartnerLocal health industry leader partnership. Mercy is a major healthcare provider in the Springfield region, providing integrated healthcare services.
• CoxcoreChannel Partner/ Reseller/ DistributorInsurance carrier partnership with Cox. Croley holds Million Dollar Producer status with Cox, indicating significant sales volume through this partnership.
• Healthcare.gov MarketplacecoreChannel Partner/ Reseller/ DistributorGovernment health insurance marketplace partnership. Croley has achieved Elite Circle of Champions status since 2018, the highest level of achievement for marketplace brokers nationwide.
• United HealthcarecoreChannel Partner/ Reseller/ DistributorMedicare Advantage carrier partner. Croley holds Medicare Advantage Group Leader status, indicating strong volume and expertise in United Healthcare Medicare products.
• Principal Life Insurance Co.coreChannel Partner/ Reseller/ DistributorGroup benefits and retirement planning partner. Croley holds Group Benefits Platinum Privileged Partner status, the highest partnership level available.
• Coventry/AetnaminorChannel Partner/ Reseller/ DistributorInsurance carrier partnership. Croley is recognized as a Top Five Insurance Broker in Springfield through Coventry/Aetna.
• Gregory FinancialminorChannel Partner/ Reseller/ DistributorFinancial services referral partner for retirement planning products including 401(k) and IRAs. Linked from Croley Insurance website for financial services needs.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• USI Insurance Services: Large national insurance brokerage serving middle-market clients with property/casualty, employee benefits, and personal lines. Directly overlaps Croley's product portfolio and target customer (SMB benefits buyers) but with proprietary consulting and analytics capabilities.
• Arthur J. Gallagher & Co. One of the largest global insurance brokerage and risk management firms, with extensive employee benefits consulting and a strong Midwest presence. Operates the same multi-carrier brokerage model as Croley at vastly greater scale and geographic reach.
• Marsh McLennan Agency: Mid-market-focused brokerage arm of Marsh McLennan offering commercial insurance, employee benefits, and personal lines. Competes with Croley for the same SMB and middle-market benefits clients, but with national infrastructure and proprietary consulting capabilities.

Direct peers

• Hilb Group: Mid-sized national insurance brokerage built through acquisitions of regional independent agencies. Offers commercial, personal, and benefits products similar to Croley's mix and is a logical strategic acquirer or comparable in regional rollup economics.
• TrueNorth Companies: Midwest-based independent insurance brokerage and risk management firm offering commercial, personal, and employee benefits products through multiple carrier relationships. Closely comparable to Croley in size, multi-line product mix, and regional independent agency model.
• Brown & Brown: Large national insurance brokerage offering commercial, personal, and employee benefits products through a decentralized model of regional offices. Directly comparable business model (multi-carrier, multi-line independent agency) but at significantly greater scale than Croley.
• IMA Financial Group: Mid-sized independent insurance brokerage offering commercial, personal, and employee benefits products. Comparable in independent agency model and multi-line product mix; represents a similar regional rollup trajectory.
• Holmes Murphy: Midwest-based independent insurance brokerage specializing in commercial insurance and employee benefits. Comparable in independent agency structure, multi-carrier model, and benefits focus, but operates across a broader Midwest geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/croleyinsurance
• Facebookfacebook.com/CroleyInsuranceandFinancial
• LinkedInlinkedin.com/company/croley-insurance-and-financial

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Croley Insurance and Financial