Prins Insurance

What Prins Insurance does

Prins Insurance is an independent, privately held insurance agency founded in 1940 and headquartered in Sanborn, Iowa, with a second office in Sheldon, Iowa. The firm operates four specialized divisions — Commercial, Personal, Agriculture, and a State LICA Insurance Program for land improvement contractors — and serves as a multi-carrier broker earning commissions by placing business with multiple insurance carriers. Its products are organized into the same four divisions, with standardized business and personal lines, specialized trucking/transportation coverage, farm and crop protection, and a niche LICA package policy for dirt-moving contractors (land grading, excavation, drainage, irrigation, site preparation) that is endorsed by 14-15 state LICA chapters and covers over 1,000 policyholders.

The agency runs on a field-sales go-to-market model in which agents visit client businesses on-site to understand operations, customized quoting against each account's underwriting merits, and annual billing on commission-bearing policies. It supplements this with a Zywave-powered client portal providing 24/7 access to safety, compliance, HR, and workplace-safety resources, and a CSR24 policy-access portal. There is no proprietary technology platform, no AI/ML capability, and no app or public API surface. The agency carries the certifications of its staff (CIC, AAI, CISR, AFIS) as its primary technical differentiator, with average employee tenure above 20 years.

Commercially, Prins earns recurring commission revenue on policies placed across multiple carriers, with no public pricing tiers and no disclosed revenue. Underwriting of the LICA program is currently performed by United Fire Group (UFG), with Continental Western Group (CWG) and Hawkeye Security as prior partners since the program's 1996 inception. The company is independently owned (no parent, no PE, no external investors disclosed), led by CEO Jim Jansen, President Bruce Mosier, and COO/CFO Amber Bosma, and operates with approximately 11 team members.

Name

Prins Insurance

Legal name

Prins Insurance

Website

https://prinsins.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

Prins Insurance is an independently owned Iowa-based insurance agency (founded 1940) operating four divisions — Commercial, Personal, Agriculture, and a niche LICA program for land improvement contractors across 14-15 states — earning commission revenue by placing business with multiple carriers via a field-sales model.

Ownership category

akta.pro rank

Headquarters

HQ city

Sanborn

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, Prins Insurance earns commissions from multiple insurance carriers for placing business. They offer options from multiple carriers and earn revenue through policy placement fees and commissions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Prins Insurance is an independent insurance agency that places commercial, personal, agricultural, and LICA contractor insurance coverages on behalf of clients using multiple carrier partners. The firm also provides risk management, loss control, and educational services to its commercial book. Operations are anchored in northwest Iowa with a multi-state footprint driven by the LICA program.

Product overview

Prins Insurance is an independent insurance agency offering a portfolio of insurance products across four core divisions: Commercial Division (business, trucking, and transportation insurance), Personal Division (home, auto, and property coverage), Agriculture Division (farm and livestock protection), and the State LICA Insurance Program (specialized coverage for land improvement contractors). The company also provides Risk Management services as an add-on offering that includes safety resources and a 24/7 online portal, along with a Client Portal (CSR24) for policy access. The company operates as an independent agency able to provide options from multiple insurance carriers, and has been in business for over 80 years with operations in Sheldon and Sanborn, Iowa.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Insurance Placement of business insurance coverages (commercial property, general liability, workers compensation, commercial auto, and related lines) for small and mid-sized businesses, sourced from multiple carrier partners.
• Personal Insurance Placement of personal insurance coverages (home, auto, life, recreational vehicles, umbrella, and related lines) for individuals and households, sourced from multiple carrier partners.
• Agriculture Insurance Placement of farm and agricultural insurance coverages (farm property, equipment, livestock, crop, and farm liability) for farm owners and agribusiness operators.
• LICA Contractor Insurance Program Specialized insurance program for land improvement contractors (excavation, tiling, dirt work) covering contractor liability, commercial auto, equipment, and workers compensation, distributed across approximately 14-15 states.
• Risk Management Services Risk management, loss control, and safety consulting services for commercial clients, including continuing education and training, delivered alongside policy placement.

Quantifiable outcome

• Over $4 million in dividends collected by LICA contractors

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

Five partnerships are on record, tiered core, minor and supporting.

• United Fire Group (UFG)coreStrategic or Co-development Partner · 1 January 2012United Fire Group is the current underwriting company for the State LICA Insurance Program. They developed stellar loss control services, excellent claims handling and access to a marketing team. Prins provides feedback on claims analysis, coverage reviews, trend notices, new products and exposures from LICA contractors to help UFG provide an excellent product at competitive price.
• Iowa Land Improvement Contractors Association (Iowa LICA)coreStrategic or Co-development PartnerIn 1996, Prins Insurance dug into the dirt-moving business and created the Iowa LICA insurance program. Today Prins manages the State LICA program in 14-15 states and helps other insurance agencies offer it to their clients.
• Continental Western Group (CWG)minorStrategic or Co-development PartnerFormer underwriting partner for State LICA Insurance Program. The program moved to Continental Western Group in 2000 where more states were added, more policies written, and a true package policy for dirt movers was created.
• Hawkeye SecurityminorStrategic or Co-development PartnerInitial insurance company partner from Des Moines that worked with Prins in 1995 to create the original LICA program with base requirements for coverage addressing unique exposures faced by LICA contractors.
• ZywavesupportingTechnology or IntegrationProvides the custom online portal for Prins Insurance clients offering 24/7 access to safety resources, compliance information, HR content, employment issues and workplace safety materials. This is a complimentary benefit to clients.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Others

• Zywave: Insurance technology provider whose client portal Prins already uses to deliver 24/7 safety, HR, and compliance content. Directly comparable as an enabling technology partner to Prins's risk management and client engagement workflows.

Broad incumbents

• AssuredPartners: National insurance brokerage built by aggregating independent agencies across the U.S. Directly comparable business model to Prins as an independent agency, but at vastly larger scale and with PE-backed growth ambitions.
• Brown & Brown, Inc. Large U.S. insurance brokerage with a national network of regional offices and specialty practices. Comparable to Prins in retail brokerage and commercial/personal lines, but with dramatically greater scale and geographic reach.
• Marsh McLennan: Global insurance brokerage and risk advisory giant whose经纪 and consulting teams compete with Prins for mid-market and large commercial accounts, including construction and transportation. Operates as a broad incumbent rather than a community-rooted independent agency.
• Arthur J. Gallagher & Co. One of the largest global insurance brokerage and risk management firms, with a substantial Midwest presence. Competes with Prins for commercial and agricultural accounts but operates at vastly greater scale across all lines of business.

Direct peers

• TrueNorth Companies: Cedar Rapids, Iowa-based independent insurance and financial services firm serving commercial, personal and agricultural clients. Closely comparable to Prins as a Midwest-rooted independent agency offering multi-carrier placement across the same core divisions.
• Leavitt Group: Network of independent insurance agencies across the Western and Midwestern U.S. providing personal, commercial, and agricultural coverage. Closely comparable to Prins in operating as a regional independent agency with multi-carrier placement and niche specialization.
• Holmes Murphy: Iowa-headquartered independent insurance brokerage with deep specialty practices in commercial, agribusiness, and construction risks. Highly comparable to Prins in geography, multi-line independent agency model, and agricultural/contractor customer base, though considerably larger.

Emerging players

• World Insurance Associates: Fast-growing independent insurance brokerage built through acquisitions across the U.S. Comparable to Prins in independent agency model and personal/commercial lines, but pursuing aggressive inorganic growth versus Prins's organic, founder-led approach.

Regional players

• Houchens Insurance Group: Midwestern independent insurance agency group offering personal, commercial, and life insurance products. Comparable to Prins in independent agency structure and multi-line offerings, though primarily serving Kentucky and the surrounding region rather than Iowa.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Prins Insurance