Choice Insurance Agency

What Choice Insurance Agency does

Choice Insurance Agency is an independent retail insurance agency headquartered in Fitchburg, Massachusetts, with a second office in Leominster operating under Legere Insurance Agency, Inc. The firm sells personal insurance (auto, homeowners, condo, renters, life, health, high-value home, vacation home, ATV, RV, snowmobile) and commercial insurance across more than 50 industry verticals (restaurants, contractors, salons, cannabis, microbreweries, manufacturers, professional services, fleet, and others) to individuals, families, and small-to-mid-market businesses primarily in Massachusetts. The business is a traditional licensed insurance brokerage with no proprietary technology platform; the core workflow is agent-led consultation backed by a carrier network of over 40 named insurance providers including national carriers (Progressive, Travelers, Liberty Mutual, Chubb, AIG, MetLife, Hartford, CNA, Zurich, Principal Financial), regional New England carriers (Arbella, Plymouth Rock, Norfolk & Dedham, Andover Companies, Hagerty), and health/dental carriers (Tufts Health Plan, Harvard Pilgrim, Fallon Health, Delta Dental, VSP, Massachusetts Health Connector, NFIP).

Revenue is generated through commissions paid by carriers on policies placed and renewed, creating a recurring revenue stream tied to the in-force book of business. Pricing is quote-based and individualized rather than publicly listed. The go-to-market motion is sales-led: direct customer engagement via phone (800-649-4853), website quote forms, in-person visits at the two Massachusetts offices, and content marketing through a Massachusetts-focused blog. Customer testimonials document multi-year retention of 7 to 12+ years and cross-selling from commercial to personal lines (and vice versa), indicating a relationship-driven retention model. The agency was founded approximately in 1924, has 1-10 employees per firmographic data, is privately held with no parent company, no institutional investors, and no disclosed M&A activity.

Name

Choice Insurance Agency

Legal name

Choice Insurance Agency, Inc.

Website

https://choice-insurance.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

1–10 employees

Short description

Choice Insurance Agency is a privately held independent insurance brokerage in Fitchburg, Massachusetts, selling personal and commercial insurance across 50+ commercial verticals to individuals, families, and small-to-mid-market businesses via a 40+ carrier network on a commission basis.

Ownership category

akta.pro rank

Product category

Insurance Brokerage (Personal & Commercial)

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAIAEAL

Individual Health Insurance Brokerage & Distribution

Financial & Insurance/Insurance — Life & Health/Individual Health Insurance

SECONDARYFSAIAFAD

Small Group Health Insurance (2–50/100)

Financial & Insurance/Insurance — Life & Health/Group Health Insurance (Employer-Sponsored)

SECONDARYFSAIADAA

Basic Group Term Life (Employer-Paid)

Financial & Insurance/Insurance — Life & Health/Group Life Insurance (Employer-Sponsored)

Keywords

• Independent insurance agency
• Personal insurance brokerage
• Commercial insurance brokerage
• Multi-carrier insurance quoting
• Massachusetts business insurance

Headquarters

HQ city

Fitchburg

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions: As an independent insurance agency, Choice Insurance earns revenue through commissions paid by insurance carriers for policies placed. They represent multiple insurance companies (over 40 carriers shown in their carrier logos), earning commission on each policy sold and renewed. This is a recurring revenue model tied to the maintenance and renewal of insurance policies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Choice Insurance Agency is an independent insurance agency that places personal and commercial insurance policies for Massachusetts customers through a network of over 40 carrier partners. Licensed agents quote, bind, and service policies across auto, home, life, health, and specialty personal lines, as well as general liability, commercial auto, workers compensation, professional liability, and 40+ industry-specific business coverages, earning commissions from the carriers. Recurring renewal commissions and ongoing policy servicing, claims support, certificates, and billing drive the relationship.

Product overview

Choice Insurance Agency is a full-service independent insurance agency offering a comprehensive portfolio of personal and business insurance products across Massachusetts. The agency operates as a single unified service offering rather than a platform-plus-modules architecture, providing insurance quotes and policy management for 11 personal insurance product lines (including auto, home, health, life, and specialty vehicles like RVs and snowmobiles) and over 50 business insurance product lines covering industries from restaurants and salons to contractors, manufacturers, and professional services. The company also provides client services including billing and payments, claims filing, policy changes, and certificate requests. As an independent agency, they represent multiple insurance carriers to provide customers with choice in coverage options and pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance (Auto, Home, Life, Health, and Specialty Vehicle Lines) Bundle of personal insurance policies placed through Choice Insurance Agency's network of over 40 carriers for Massachusetts individuals and families, covering cars, homes, condos, rentals, vacation homes, life, health, ATV, RV, and snowmobile.
• Commercial Insurance (40+ Industry-Specific Business Coverage Lines) Comprehensive commercial insurance brokerage serving restaurants, contractors, manufacturers, professional services, nonprofits, and other Massachusetts small and mid-sized businesses across 40+ industries, combining general liability, commercial auto, property, professional liability, and industry-specific coverages into one coordinated program.
• Client Services (Billing, Policy Changes, Certificate Requests, Claims Support) Ongoing service offerings that complement Choice Insurance Agency's insurance placements: online billing and payments (EFT, e-check, credit card), policy change handling, certificate of insurance requests, and 24/7 access to carrier claim support.

Quantifiable outcome

• Customer savings of over $1000/year reported on personal lines

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core.

• VSP (Vision Service Plan)coreChannel Partner/ Reseller/ DistributorHealth and vision insurance carrier partner representing Choice Insurance's health insurance offerings.
• Tufts Health PlancoreChannel Partner/ Reseller/ DistributorMajor Massachusetts health insurance carrier partner.
• Principal Financial GroupcoreChannel Partner/ Reseller/ DistributorFinancial services and insurance carrier partner.
• Harvard Pilgrim Health CarecoreChannel Partner/ Reseller/ DistributorRegional health insurance carrier serving Massachusetts and surrounding states.
• Fallon HealthcoreChannel Partner/ Reseller/ DistributorMassachusetts-based health insurance provider partner.
• Delta DentalcoreChannel Partner/ Reseller/ DistributorDental insurance carrier partner offering dental coverage options.
• AIGcoreChannel Partner/ Reseller/ DistributorGlobal insurance carrier partner for property and casualty coverage.
• ChubbcoreChannel Partner/ Reseller/ DistributorGlobal property and casualty insurance carrier specializing in high-value coverage.
• Liberty MutualcoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier partner for auto, home, and business coverage.
• ProgressivecoreChannel Partner/ Reseller/ DistributorNational auto and commercial insurance carrier partner.
• TravelerscoreChannel Partner/ Reseller/ DistributorMajor property and casualty insurance carrier partner.
• HartfordcoreChannel Partner/ Reseller/ DistributorBusiness insurance carrier partner specializing in commercial coverage.
• CNAcoreChannel Partner/ Reseller/ DistributorCommercial insurance carrier partner for business coverage.
• Zurich North AmericacoreChannel Partner/ Reseller/ DistributorGlobal commercial insurance carrier partner.
• MetLifecoreChannel Partner/ Reseller/ DistributorMajor insurance carrier partner for auto, home, and life coverage.
• Norfolk & DedhamcoreChannel Partner/ Reseller/ DistributorRegional Massachusetts-based property insurance carrier.
• ArbellacoreChannel Partner/ Reseller/ DistributorMassachusetts-based property and casualty insurance carrier.
• Plymouth RockcoreChannel Partner/ Reseller/ DistributorMassachusetts-based auto and home insurance carrier.
• Andover CompaniescoreChannel Partner/ Reseller/ DistributorRegional New England property insurance carrier.
• HagertycoreChannel Partner/ Reseller/ DistributorClassic car and specialty vehicle insurance carrier partner.
• Massachusetts Health ConnectorcoreChannel Partner/ Reseller/ DistributorState health insurance exchange partner for Massachusetts.
• NFIP (National Flood Insurance Program)coreChannel Partner/ Reseller/ DistributorFederal flood insurance program partner providing flood coverage options.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Goosehead Insurance: Public insurance agency franchise model operating across personal and commercial lines through agent-owned offices. Comparable independent-agent distribution model, though more franchise-structured than Choice.
• Burns & Wilcox: Specialty insurance wholesale brokerage and retail agency network. Comparable as a peer in independent multi-carrier distribution, particularly relevant given Choice's specialty commercial line emphasis.
• World Insurance Associates: Public insurance brokerage rollup that acquires small and mid-sized independent agencies across the U.S., with growing New England presence. Highly relevant as a likely strategic acquirer profile and business-model peer.
• The Hilb Group: Mid-Atlantic and New England insurance brokerage that actively acquires local independent agencies. Directly comparable as a peer in the regional independent agency rollup space, often acquiring agencies of Choice's size and profile.
• Keystone Insurers Group: Alliance of independent insurance agencies across multiple states. Provides Choice-type agencies access to aggregated carrier relationships and shared services, making it a peer in the multi-carrier independent distribution model.
• Cross Insurance: Regional New England insurance brokerage headquartered in Maine with a strong Massachusetts presence. Operates the same independent agency model across personal and commercial lines, making it a direct geographic and business-model peer to Choice.

Broad incumbents

• Brown & Brown, Inc. Large national insurance brokerage with broad personal and commercial capabilities. Operates in the same distribution space but at significantly greater scale and geographic reach than Choice.
• Insurance Office of America: National insurance brokerage serving personal and commercial clients. Comparable brokerage business model with multi-carrier distribution, though operating at larger scale across more states.
• Acrisure: Tech-enabled global insurance brokerage that has acquired numerous independent agencies. Comparable distribution model and customer segments, though at vastly larger scale and with proprietary technology investments Choice lacks.
• HUB International: Global insurance brokerage with a substantial North American independent agency network. Highly relevant as a larger-scale peer operating the same multi-carrier brokerage model for personal and commercial lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/choiceinsuranceagencyinc
• LinkedInlinkedin.com/company/choice-ins-group-padovano-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Choice Insurance Agency