What Informed Insurance does

Informed Insurance, operating as a DBA of Informed Group, Inc., is a privately held independent insurance advisory service headquartered in Rolling Meadows, Illinois, founded in 2020 by Ian Gutterman and Jim Farmer. The company targets US homeowners who carry existing home insurance policies and are seeking to better understand, optimize, or challenge their coverage, particularly those who have auto-renewed for multiple years. Its core proposition is providing unfiltered, commission-free expert review of homeowner policies, positioning itself as an industry insider source of expertise that captive insurance agents do not typically share with customers.

The product surface consists of a suite of free, human-driven advisory tools rather than a technology platform. Core offerings include a Deductible Savings Calculator, a side-by-side Policy Comparison tool using real policy examples, a Written Policy Review service, virtual one-on-one consultations directly with the founders, a free downloadable homeowner's guide, and email-based quote analysis assistance. The underlying technology is service-based — primarily Squarespace-hosted web properties, standard email and social channels, and static interactive tools — with no disclosed AI, ML, mobile app, API, or integration layer. Distribution is digital-first and content-led: a blog covering insurance pitfalls, an email newsletter, and active accounts on Twitter, Facebook, LinkedIn, and YouTube serve as top-of-funnel channels that funnel users into free consultations.

The business model is explicitly freemium: all services — including written assessments, virtual consultations with founders, and educational guides — are provided at no charge to homeowners, and the revenue model is not disclosed in available materials. The company is founder-led, bootstrapped with no recorded funding rounds, no parent company, and no disclosed institutional investors. Scale indicators are limited; customer testimonials suggest a geographically distributed individual homeowner base including California and Texas, with reach inferred to be in the low thousands of households served to date.

Name

Informed Insurance

Legal name

Informed Group, Inc.

Website

https://informedinsurance.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Informed Insurance is an independent, founder-led advisory service that provides US homeowners with free, commission-free reviews of their existing home insurance policies, educational content, and direct virtual consultations with its founders to optimize coverage and avoid common insurance pitfalls.

Ownership category

akta.pro rank

Product category

Insurance Advisory Services

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Homeowners Insurance (FSAJACAA)

akta.pro secondary industry

Insurance Literacy (Health, Auto, Home, Life) (EDAAAJAF)

Keywords

• Homeowners insurance review
• Insurance policy advisory
• Coverage gap analysis
• Insurance education services
• Independent insurance consulting

Headquarters

HQ city

Rolling Meadows

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Free Policy Review Services: The company offers complimentary policy reviews and consultations to homeowners. Revenue model is not explicitly disclosed in available materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Informed Insurance is an independent homeowners insurance advisory that provides complimentary written policy reviews and virtual founder-led consultations to help U.S. homeowners understand, compare, and optimize their home insurance coverage. Core offerings include a written policy review service, virtual consultations with the founders, a deductible savings calculator, a side-by-side policy comparison tool, a free homeowner's educational guide, and quote-selection assistance — all delivered without commission bias from any specific carrier.

Product overview

Informed Insurance is an independent homeowners insurance advisory service that offers a suite of educational and analytical tools rather than being a traditional insurance product platform. The core offerings include a Deductible Savings Calculator for determining optimal deductible levels, a Policy Comparison tool showing real policy comparisons, Written Policy Review for analyzing existing coverage, and direct virtual consultations with founders. The company also provides a free homeowner's guide and quote comparison assistance. These services work together to help homeowners understand insurance coverage, compare options, and avoid common pitfalls.

Differentiator

Problem solved

Functional benefit

Products and services

• Deductible Savings Calculator An interactive online tool for U.S. homeowners that helps them determine the optimal deductible level for their home insurance policy by comparing potential premium savings against the probability of filing a claim.
• Policy Comparison A side-by-side comparison tool showing two real homeowners insurance policies to illustrate how policies with similar prices can protect homeowners very differently in claim scenarios.
• Written Policy Review A complimentary written assessment in which independent insurance experts evaluate a homeowner's existing homeowners policy and provide unfiltered advice to optimize coverage and identify gaps.
• Speak With Us (Virtual Consultation) Virtual one-on-one meetings with company founders Ian Gutterman or Jim Farmer in which homeowners can ask questions and receive personalized expert guidance about their home insurance coverage at no cost.
• Free Homeowner's Guide A free downloadable PDF guide covering five classic home insurance pitfalls, offered as a standalone educational resource to help homeowners make better insurance decisions.
• Get Help Choosing Quote A complimentary review service in which Informed Insurance analyzes homeowners insurance quotes the homeowner has already obtained and delivers a pros-and-cons analysis to help select the right coverage.

Quantifiable outcome

• Homeowners can save >20% by raising deductible from $1000 to $5000
• +4 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Lemonade: Public insurtech offering renters, homeowners, auto, pet, and life insurance through a digital-first, mission-driven brand. Broad incumbent in the homeowners space with overlapping consumer demographic, though Lemonade underwrites and sells rather than advising.

Direct peers

• NerdWallet: Consumer finance content and comparison platform with a substantial insurance vertical covering homeowners, auto, and life. Competes directly for the same homeowners-insurance-education traffic and SEO keywords that drive Informed's organic acquisition.
• Insurance.com: Online insurance comparison and lead-generation platform offering homeowners, auto, and life quotes from multiple carriers. Competes with Informed for homeowners insurance shopper intent, though Insurance.com operates as a lead-generation business model rather than advisory.
• The Zebra: Insurance comparison marketplace focused on auto and home insurance, providing real-time quote comparisons from multiple carriers. Competes with Informed on homeowners insurance comparison and consumer education, though The Zebra is more transactional (carrier placement) while Informed is purely advisory.
• ValuePenguin: Consumer finance research and comparison site (owned by LendingTree) with deep content on homeowners insurance coverage, deductibles, and carrier comparison. Direct competitor for educational content and policy-decision guidance in the homeowners insurance vertical.
• SmartFinancial: Online insurance comparison platform that aggregates quotes from multiple carriers across home, auto, and life lines. Comparable to Informed as a homeowners insurance lead-generation and comparison destination for consumers.
• Policygenius: Online insurance comparison and advisory platform that helps consumers shop for life, home, auto, and disability insurance. Closest direct competitor to Informed Insurance — both operate as independent intermediaries offering expert guidance on homeowners coverage rather than underwriting policies themselves.

Emerging players

• Hippo Insurance: Insurtech that underwrites homeowners insurance directly with a focus on modern homeowner risks and smart-home integrations. Tangentially comparable to Informed as a homeowners-focused insurance brand but operates as a carrier rather than an independent advisor.
• Kin Insurance: Direct-to-consumer homeowners insurance carrier using technology to simplify and lower premiums for homeowners. Comparable in target customer (homeowners seeking better coverage value) but competes as an insurer rather than advisor.
• CoverWallet: Digital insurance brokerage (Aon subsidiary) that helps small businesses and individuals compare and purchase commercial and personal insurance online. Comparable business model (digital brokerage with advisory overlay) though CoverWallet skews commercial while Informed is residential-only.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GetInformedHome
• YouTubeyoutube.com/@getinformedhome
• Facebookfacebook.com/GetInformedHome
• LinkedInlinkedin.com/company/informedgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Informed Insurance