Fairly Group

What Fairly Group does

Fairly Group is a privately held risk consulting and insurance brokerage firm headquartered in Amarillo, Texas, advising enterprise clients across the United States and in over 100 countries. The firm traces its operating history to the 1916 founding of the Ordway Saunders Agency in Amarillo and was reconstituted in its current form on February 1, 2016, when the former Amarillo office of Willis Towers Watson executed a management buyout, with WTW retaining a substantial equity interest. It operates across three service pillars: corporate risk management (including a proprietary ADOPT strategies framework), employee benefits consulting, and commercial insurance brokerage, organized around six industry verticals with Sports and Entertainment as the foundation.

The firm serves a primarily enterprise client base including professional sports franchises and major league organizations (New York Giants, Atlanta Falcons, MLB), agribusiness associations, nonprofits, and large transportation and construction operators. Its marquee engagements include construction-phase insurance program design and placement for seven of the last eight NFL/MLB stadiums, including Mercedes-Benz Stadium, Raiders Stadium, Hard Rock Stadium, and Levi's Stadium. Distribution is conducted through a direct enterprise field sales motion with a hand-picked team of professionals across the US, with global delivery supported by the Willis Towers Watson partnership.

Fairly Group employs 51-100 people and generates revenue through professional services fees and insurance brokerage commissions on enterprise engagements; pricing is not publicly disclosed and is structured per engagement. The firm is led by Executive CEO Alex Fairly and CEO Bill Creedon, with a senior leadership team holding credentials such as CPCU, CIC, AFIS, and ACSR, and pursues growth by expanding its vertical and benefits practices rather than through disclosed M&A, funding, or technology platform development.

Name

Fairly Group

Legal name

Fairly Group

Website

https://fairlygroup.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Fairly Group is a privately held risk consulting and insurance brokerage firm headquartered in Amarillo, Texas, advising enterprise clients across six industries with a foundation in sports and entertainment, including construction-phase insurance for NFL and MLB stadiums and long-standing relationships with major US sports franchises.

Ownership category

akta.pro rank

Product category

Risk Management and Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (524210), Management Consulting Services (54161)

SIC

Insurance Agents, Brokers & Service (6411), Services-Management Consulting Services (8742)

akta.pro primary industry

Risk Management Consulting (Enterprise & Operational Risk) (FSAEADAG)

akta.pro secondary industries

Risk, Compliance & Internal Controls Consulting (BPAHACAJ), Employee Benefits Brokerage & Consulting (FSAEADAC)

Keywords

• Risk consulting services
• Commercial insurance brokerage
• Employee benefits consulting
• Construction insurance programs
• Corporate risk management

Headquarters

HQ city

Amarillo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Risk Consulting Services: Professional consulting services focused on evaluating and managing organizational risk, including construction-phase insurance programs, risk management strategies, and cost-of-risk reduction solutions for enterprise clients.
2. Commercial Insurance: Insurance brokerage services including structuring competitive risk protection programs, workers compensation claims management, and insurance certificate management for large fleets and enterprise clients.
3. Employee Benefits: Employee benefits consulting services including healthcare cost reduction solutions, benefits administration, and talent attraction strategies for corporate clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Fairly Group is a risk consulting firm that advises enterprise clients on three core service pillars: Risk Management (using proprietary ADOPT Better strategies), Employee Benefits consulting (focused on reducing medical costs and helping attract talent), and Commercial Insurance brokerage (structuring competitive risk protection programs, workers compensation claims management, and certificate management). The firm serves clients across the United States and in over 100 countries in industries including agribusiness, manufacturing, oil and gas, construction, transportation, and sports/entertainment.

Product overview

Fairly Group is a risk consulting firm, not a technology product company. The company provides advisory and consulting services across three main business segments: Corporate Risk, Human Capital and Benefits, and Insurance/Risk Consulting specialties. Their service approach is organized around three core pillars: Risk Management (Adopt Better strategies), Employee Benefits (Attract Top Talent), and Commercial Insurance (Protect Company Assets). The company serves clients throughout the United States and in over 100 countries, with expertise spanning multiple industries including Agribusiness, Manufacturing, Oil and Gas, Construction, Transportation, and Sports/Entertainment.

Differentiator

Problem solved

Functional benefit

Products and services

• Risk Management Consulting (ADOPT Better Strategies)
• Employee Benefits Consulting
• Commercial Insurance Brokerage
• Construction-Phase Insurance Program Design and Placement Specialized consulting and insurance placement service for large construction projects, including seven of the last eight NFL/MLB stadiums (e.g., Mercedes-Benz Stadium at 2,000,000 sq. ft., Raiders Stadium, Hard Rock Stadium, Levi's Stadium) and large mixed-use venues. The service is highly consultative, with the team walking every square foot of the project to assess, document, and ensure coverage.
• Workers Compensation Claims Management Workers compensation claims management service that improves quality, responsiveness, and cost outcomes for enterprise clients. Validated by the New York Giants testimonial that the service saved the franchise 'considerable time and money.'
• Fleet Risk Management and Insurance Certificate Management Risk management and insurance services for large transportation fleets, including time-critical functions, card issuance, insurance certificate management, and federal/state filing management. Designed for large transportation enterprises.

Quantifiable outcome

• Substantially reduced medical costs for clients through employee benefits innovation
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Willis Towers Watson (WTW)coreStrategic or Co-development Partner · 1 February 2016On February 1, 2016, the Amarillo office of Willis Towers Watson was spun out as The Fairly Group. Willis Towers Watson retains a substantial interest in The Fairly Group, enabling delivery of resources from a global 45,000 employee-strong company while allowing Fairly Group to remain independent and creative. This partnership facilitates the firm's ability to be independent yet deliver global resources to clients.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lockton Companies: Largest privately held insurance brokerage in the U.S. with comparable mid-to-large enterprise risk consulting, employee benefits, and commercial insurance offerings. Most direct comparable to Fairly Group given similar independent-broker positioning, vertical specialization, and enterprise services mix.
• USI Insurance Services: Middle-market insurance brokerage with comparable employee benefits and property/casualty risk consulting offerings. Closely aligned with Fairly Group in serving mid-to-large enterprise clients across multiple industry verticals.
• Hub International: North American insurance brokerage with broad risk management and employee benefits offerings. Comparable mid-market enterprise positioning and similar vertical diversification strategy.
• Brown & Riding: Specialty insurance brokerage operating across multiple industries with a similar mix of risk consulting and insurance placement services. Comparable in scale and in its focus on complex, tailored enterprise risk programs.
• AssuredPartners: Insurance brokerage delivering property/casualty, employee benefits, and risk management consulting across multiple industry verticals. Closely aligned with Fairly Group's services mix and mid-to-large enterprise go-to-market.
• Alliant Insurance Services: Specialty insurance brokerage delivering employee benefits, risk consulting, and commercial insurance to mid-to-large enterprise clients. Closely comparable to Fairly Group in services mix and enterprise targeting model.

Broad incumbents

• Willis Towers Watson: Global insurance brokerage and advisory firm; partial parent of Fairly Group and the source firm from which it was spun out. Overlaps directly in enterprise risk consulting, employee benefits, and broker services across all of Fairly Group's served verticals.
• Arthur J. Gallagher & Co. Large U.S. insurance brokerage and risk management services firm. Highly comparable on the commercial insurance brokerage and consulting side, with similar mid-to-large enterprise targeting, particularly in agribusiness, construction, and sports verticals.
• Marsh McLennan: Global insurance broker and risk consultancy (parent of Marsh, Mercer, Oliver Wyman). Directly competes for the same enterprise risk consulting and commercial insurance programs that Fairly Group delivers, especially in sports & entertainment and large construction projects.
• Aon: Global professional services firm focused on risk management, insurance brokerage, and health/benefits consulting. Competes for the same enterprise clients and stadium/major-project risk programs and is a direct overlap on Fairly Group's employee benefits and construction-phase risk offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fairlygroup
• LinkedInlinkedin.com/company/fairly-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Fairly Group