GPA Insurance Agency

What GPA Insurance Agency does

GPA Insurance Agency is an independent insurance broker founded in 1992 by Philip Lichter and headquartered in North Tonawanda, New York, with a sister agency (Armor Insurance Professionals) in Tempe, Arizona. The firm operates as a multichannel insurance intermediary, distributing personal lines (auto, homeowners, renters, condo, townhome, recreational, life, personal umbrella), commercial lines (business owners policies, workers compensation, general liability, professional liability, commercial auto, commercial property), and a specialty student personal property product through partnerships with 20+ top-rated carriers including Progressive, Travelers, Plymouth Rock, Foremost, Kemper, Hagerty, National General, and FEMA/NFIP. Customers can engage via in-person office visits, phone, or online quote forms, with agents responding within 24 business hours; the agency also maintains a video learning library and resource center for customer education.

The technology stack is modest: a Wix.com-hosted website with integrated online quote request forms and a contact management system. There is no proprietary technology, no AI/ML capabilities, no mobile app, and no disclosed integrations. The agency employs 11-50 staff across its licensed brokers, producers, and administrative functions.

Revenue is generated exclusively through carrier commissions on policies placed, with no disclosed fees, subscription offerings, or premium pricing. The customer base is dominated by individual consumers and families in Western New York, supplemented by small-to-medium businesses, college students (via the specialty product), and high-net-worth individuals seeking umbrella coverage. The agency is privately held, founder-owned, bootstrapped, and has no external funding, subsidiaries, or disclosed M&A activity.

Name

GPA Insurance Agency

Legal name

GPA Insurance Agency

Website

https://www.gpainsurance.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

GPA Insurance Agency is an independent insurance broker in North Tonawanda, NY, founded in 1992, offering personal, commercial, and specialty insurance across 20+ carrier partners to individual consumers, families, and small businesses in Western New York and Arizona.

Ownership category

akta.pro rank

Headquarters

HQ city

Tonawanda

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 Brokerage Commissions: As an independent insurance broker, GPA Insurance Agency earns commissions from insurance carriers when they sell policies on behalf of those carriers. The agency represents over 20 different insurance companies and helps customers find the best coverage and price by comparing options across all their carrier partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

GPA Insurance Agency is an independent insurance brokerage that compares and places personal and commercial insurance policies on behalf of customers through more than 20 top-rated carrier partners. Core offerings span personal auto, homeowners, condo, townhome, renters, recreational vehicle, life, and specialty insurance for individuals and families, as well as business owners, commercial, workers compensation, and liability coverage for small and medium businesses, supplemented by a personal umbrella add-on and a college student personal property product.

Product overview

GPA Insurance Agency is an independent insurance broker that offers a comprehensive portfolio of insurance products through more than 20 partner insurance carriers. The core offering centers on personal and commercial insurance lines including Personal Auto, Recreational vehicles, Property (Homeowners, Condos, Townhomes, Renters), Business, Commercial, Life, and Specialty products. The agency provides College Personal Property Insurance as a specialty offering for students. Additional services include Personal Umbrella coverage (add-on supplementing auto, homeowners, and renters policies) and an online quote platform for quick rate comparisons. The business model emphasizes comparing rates across multiple A.M. Best-rated carriers to find optimal coverage at competitive prices for customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Auto Insurance
• Recreational Insurance
• Property Insurance
• Homeowners Insurance
• Condominium Insurance Coverage for condo owners protecting personal belongings and finances, covering interior damages, personal property, and liability claims.
• Townhome Insurance Coverage for townhome owners responsible for both interior and exterior, including roofs, frames, foundations, and outbuildings.
• Renters Insurance Protection for renters covering damage or loss of contents, temporary housing costs, and liability insurance for injuries.
• Business Insurance Coverage for business owners including business owners policies, liquor legal liability, restaurants and taverns, and workers compensation.
• Commercial Insurance Commercial coverage including auto, builders risk, general liability, professional liability (E&O), commercial property, and umbrella coverage for businesses.
• College Personal Property Insurance Low-cost coverage (starting at $72 per year) for college students' personal belongings including laptops, phones, gaming consoles, and textbooks anywhere in the world while enrolled at university.
• Personal Umbrella Insurance Supplemental liability coverage of up to $1 million per claim that supplements existing auto, homeowners, or renters policies when underlying coverage is insufficient.
• Life Insurance Life insurance products including disability income, long term care, and mortgage term life coverage to protect income and loved ones.

Quantifiable outcome

• Compare coverage and prices from all of our carriers to help you find the best value

Named customers4 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

Ten partnerships are on record, tiered core and minor.

• FEMA / National Flood Insurance ProgramcoreChannel Partner/ Reseller/ DistributorGPA Insurance Agency is authorized to sell National Flood Insurance Program policies, providing flood coverage to property owners in flood-prone areas. This partnership allows the agency to offer comprehensive property protection beyond standard homeowners policies.
• Foremost InsurancecoreChannel Partner/ Reseller/ DistributorForemost Insurance is one of the 20+ carriers represented by GPA Insurance Agency, providing various insurance products through the independent agency channel.
• HagertycoreChannel Partner/ Reseller/ DistributorHagerty is a specialty insurance provider represented by GPA Insurance Agency, likely offering classic car and collector vehicle insurance.
• KempercoreChannel Partner/ Reseller/ DistributorKemper is one of the insurance carriers represented by GPA Insurance Agency for various insurance product lines.
• National GeneralcoreChannel Partner/ Reseller/ DistributorNational General Holdings Corp is an insurance carrier partner providing auto and other insurance products through GPA Insurance Agency.
• Personal UmbrellacoreChannel Partner/ Reseller/ DistributorPersonal Umbrella insurance carrier partner offering supplemental liability coverage through GPA Insurance Agency.
• Plymouth RockcoreChannel Partner/ Reseller/ DistributorPlymouth Rock is an insurance carrier represented by GPA Insurance Agency, offering auto and related insurance products.
• Progressive InsurancecoreChannel Partner/ Reseller/ DistributorProgressive Insurance is a major carrier partner represented by GPA Insurance Agency for auto and commercial insurance products.
• TravelerscoreChannel Partner/ Reseller/ DistributorTravelers Insurance is a top-rated carrier partner providing comprehensive insurance products through GPA Insurance Agency.
• Armor Insurance ProfessionalsminorOthersArmor Insurance Professionals is a sister agency located in Tempe, Arizona for customers on the west coast. Also appears to be associated with the SMS marketing program (Armor sends text messages).

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Acrisure: Acrisure is a large, tech-enabled independent insurance brokerage that has built scale primarily through acquiring independent agencies like GPA. Both share the same fundamental business model: representing multiple carrier partners to deliver personal and commercial coverage to retail customers via a broker/agent intermediary.
• Brown & Brown: Brown & Brown is one of the largest independent insurance brokerages in the U.S., distributing personal, commercial, and specialty lines through producer relationships with multiple carriers — the same independent agency distribution model GPA operates, just at much greater scale.

Broad incumbents

• Hub International: Hub International is a major full-service insurance brokerage offering personal, commercial, employee benefits, and specialty coverage via multi-carrier relationships. Comparable in business model to GPA's independent brokerage approach but operates at substantially broader scale across North America.
• Arthur J. Gallagher: Arthur J. Gallagher (AJG) is a global insurance brokerage and risk management firm distributing personal and commercial coverage through independent and captive channels. Shares GPA's multi-carrier broker model but with vastly deeper resources and a global footprint.
• Erie Insurance: Erie Insurance is a regional P&C carrier that distributes almost exclusively through independent agents across its footprint. Functionally a partner of agencies like GPA, Erie operates on the same personal/commercial independent-agent distribution architecture that GPA serves as a retail channel.
• The Cincinnati Insurance Companies: Cincinnati Financial/Cincinnati Insurance is a regional P&C carrier that distributes through a network of independent agencies. Like Erie, it is a carrier-side counterpart to GPA's broker-side model and competes for the same independent agent relationships.

Regional players

• Donegal Group: Donegal Group is a regional P&C insurance carrier distributing through independent agents primarily in the Mid-Atlantic and Midwest U.S. Operates a similar independent-agency distribution model as Erie and Cincinnati, competing for the same agent relationships that agencies like GPA manage.

Emerging players

• Policygenius: Policygenius is a digital-first insurance marketplace and brokerage that lets consumers compare and purchase life, disability, and other coverage online. Represents the digital-broker disruption that challenges traditional independent agencies like GPA by offering similar multi-carrier comparison without in-person service.
• Lemonade: Lemonade is a digital-native insurance carrier using AI-driven underwriting and a mobile-first experience to sell renters, homeowners, pet, and auto coverage directly to consumers. Bypasses the independent agent entirely, posing a structural threat to traditional brokers like GPA for personal-lines customers.
• The Zebra: The Zebra is an insurance comparison platform that lets consumers shop auto, home, and other personal lines across multiple carriers online. Disintermediates the traditional agent role by offering the multi-carrier comparison value proposition — independence — that GPA pitches, but through a fully digital experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GPAInsurance
• LinkedInlinkedin.com/company/gpainsuranceagency
• Xx.com/GPAInsuranceUB

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 GPA Insurance Agency