The EMO Agency
The EMO Agency is a privately held U.S. equine insurance agency serving horse owners, instructors, trainers, and farm/event managers. It offers mortality, liability, farm/ranch, and medical coverage through top A-rated insurers, and was acquired by Marshall+Sterling.
- Company typePrivate
- Founded1983
- HeadquartersWarrenton, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What The EMO Agency does
The EMO Agency was a privately held, U.S.-based equine insurance agency specializing in coverage for horses, equestrian operations, and related properties. The agency served horse owners, instructors, trainers, and horse farm and event managers, placing business with multiple top A-rated insurers. Its core product portfolio included Equine Mortality Insurance (covering loss from accident, illness, disease, injury, theft, and humane destruction), Farm and Ranch Insurance (package policies for small to large operations), and Equine Liability Insurance (covering legal liability, defense fees, general liability, single-day events, and care/custody/control). Optional add-ons included Medical/Surgical Coverage with annual limits up to $15,000, International Coverage for horses traveling outside the continental U.S. and Canada, and Private Horseowner's Liability.
The EMO Agency generated revenue through standard insurance brokerage commissions on placements across its equine product suite, with pricing and terms negotiated individually with carrier partners based on risk profile. The agency operated on a nationwide basis in the United States. Following acquisition by Marshall+Sterling, The EMO Agency was absorbed into the parent's equine insurance operations, alongside Equisport, Excalibur Insurance, Ingram Insurance Agency, and Broadstone Equine Insurance, and no longer operates under its former independent identity. Its product set is now delivered through Marshall+Sterling's equine insurance platform.
The EMO Agency firmographics
Firmographics- Name
- The EMO Agency
- Legal name
- The EMO Agency
- Website
- https://rideemo.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- The EMO Agency is a privately held U.S. equine insurance agency serving horse owners, instructors, trainers, and farm/event managers. It offers mortality, liability, farm/ranch, and medical coverage through top A-rated insurers, and was acquired by Marshall+Sterling.
- Ownership category
- akta.pro rank
Where The EMO Agency is headquartered
LocationHeadquarters
- HQ city
- Warrenton
- HQ country
- United States
- HQ region
- North America
Markets served
The EMO Agency business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
The EMO Agency product offering
Product offeringCore offering
The EMO Agency was an equine insurance agency that specialized in selling and servicing insurance products for horse owners, instructors, trainers, and horse farm and event managers. Following its acquisition by Marshall+Sterling, its portfolio of equine mortality, farm/ranch, and liability policies is now offered through Marshall+Sterling's nationwide equine insurance division, working with multiple top A-rated insurers to deliver personalized coverage plans.
Product overview
The EMO Agency, now part of Marshall+Sterling, is an equine insurance agency that offers a portfolio of insurance products designed to protect horses and equestrian investments. The core offerings include Equine Mortality Insurance (covering loss from accident, illness, disease, injury, theft, and humane destruction), Farm and Ranch Insurance (package policies for farms and ranches), and Equine Liability Insurance (covering legal liability and defense fees). Additional optional coverages include Medical/Surgical Coverage with annual limits ranging from $7,500 to $15,000, International Coverage for travel outside the continental U.S. and Canada, and Private Horseowner's Liability. The agency works with multiple top A-rated insurers to provide personalized plans tailored to protect equine investments for horse owners, instructors, trainers, and horse farm and event managers.
Differentiator
Problem solved
Functional benefit
Products and services
- Equine Mortality Insurance
Companies that use The EMO Agency
Customer profileIdeal customer profiles1 record
The EMO Agency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The EMO Agency partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Marshall+SterlingcoreThe EMO Agency was acquired by Marshall+Sterling as part of a strategic acquisition of leading equine insurance agencies including Equisport, Excalibur Insurance, Ingram Insurance Agency, and Broadstone Equine Insurance. This acquisition expanded Marshall+Sterling's equine insurance capabilities nationwide, combining decades of industry experience from multiple top A-rated insurers to serve horse owners, instructors, trainers, and horse farm and event managers.
Recent moves1 record
Expansion highlights3 records
The EMO Agency competitors and assessment
Company assessmentBroad incumbents
- Chubb Agribusiness (Equine): Major national insurer with an equine practice covering mortality, farm/ranch, and liability. Comparable as a large incumbent offering overlapping equine products.
- Marshall+Sterling: National independent insurance agency that acquired EMO. Comparable as the broader platform encompassing equine insurance plus business, personal, employee benefits, and retirement/wealth lines.
- Markel (Equine Insurance): Markel Insurance provides specialty equine mortality, liability, and farm/ranch coverages. Comparable as a larger, established carrier/agency active in the same equine insurance specialty.
- Great American Insurance Group (Equine Division): Major U.S. specialty insurer with a dedicated equine insurance practice offering mortality, farm/ranch, and liability coverages for horse owners, trainers, and breeders.
Direct peers
- Equisport: Equine insurance agency targeting sport horses, racehorses, and equestrian professionals. Acquired alongside EMO by Marshall+Sterling, making it the closest direct peer in the same niche specialty.
- Ingram Insurance Agency: Equine-focused insurance agency and fellow Marshall+Sterling acquisition. Highly comparable in customer base (horse owners, trainers, instructors) and product set.
- Broadstone Equine Insurance: Equine insurance specialist acquired alongside EMO by Marshall+Sterling. Comparable as a niche equine broker with mortality, liability, and farm/ranch products.
- Excalibur Insurance: Equine insurance agency specializing in horse mortality, liability, and farm coverages. Also acquired by Marshall+Sterling, directly comparable in product mix and customer base.
- RPS Equine (Risk Placement Services): Specialty wholesale broker and managing general agent with equine offerings. Comparable as a specialty equine insurance distributor targeting similar horse owner and farm operator customers.
Emerging players
- Hagyard Equine Insurance: Equine insurance brokerage affiliated with the well-known Hagyard equine veterinary practice. Targets a comparable niche (horses, farms, riders) with mortality and specialized equine products.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
The EMO Agency social profiles
Digital presenceThe EMO Agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
The EMO Agency leadership team
Management profileNumber of profiles
The EMO Agency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The EMO Agency 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 The EMO Agency
What does The EMO Agency do?
The EMO Agency was an equine insurance agency that specialized in selling and servicing insurance products for horse owners, instructors, trainers, and horse farm and event managers. Following its acquisition by Marshall+Sterling, its portfolio of equine mortality, farm/ranch, and liability policies is now offered through Marshall+Sterling's nationwide equine insurance division, working with multiple top A-rated insurers to deliver personalized coverage plans.
Is The EMO Agency a public or private company?
The EMO Agency is a private company. It is classified as corporate owned and is currently acquired.
When was The EMO Agency founded?
The EMO Agency was founded in 1983. It employs 11 to 50 people.
Where is The EMO Agency based?
The EMO Agency is headquartered in Warrenton, United States, in the North America region.
Who are The EMO Agency's main competitors?
Broad incumbents on record are Chubb Agribusiness (Equine), Marshall+Sterling, Markel (Equine Insurance) and Great American Insurance Group (Equine Division). Direct peers are Equisport, Ingram Insurance Agency, Broadstone Equine Insurance, Excalibur Insurance and RPS Equine (Risk Placement Services). Hagyard Equine Insurance is listed as an emerging player.
Does The EMO Agency have an API?
No public API is recorded for The EMO Agency.