Independent Insurance Agents of Wisconsin (IIAW)

Name

Independent Insurance Agents of Wisconsin (IIAW)

Legal name

Independent Insurance Agents of Wisconsin

Website

https://iiaw.com

Company type

Private

Founded year

1899

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Agency Membership Dues: Annual membership dues for independent insurance agencies based on total gross commissions (excluding contingencies but including life/employee benefits commissions) for the last calendar year. Fiscal year runs September 1 to August 31. Approximately 81% of dues are tax-deductible.
2. Supporting Company Membership Dues: Tiered membership dues for insurance carriers and vendor partners: Bronze ($1,295), Silver ($2,195), Gold ($4,250), Diamond ($7,995), Exclusive ($13,495). Higher tiers receive more advertising, event sponsorship, and recognition benefits.
3. Prelicensing Course Fees: In-person and online prelicensing courses for Property & Casualty and Life & Health insurance licensing. Member pricing: $399 for full course, $499 for non-members. A la carte options available for $315.
4. Continuing Education Course Fees: ABEN CE courses at reduced member rates ($28/hour for members vs. $40 for non-members). IIABA/Big I webinars at $79 for members vs. $179 for non-members.
5. Advertising Revenue: Magazine and newsletter advertising sold to supporting company members and external advertisers. Monthly Wisconsin Independent Agent magazine reaches approximately 5,000 Wisconsin independent agents. Weekly Big I Buzz newsletter sent to 5K email subscribers.
6. Insurance Products Commission: Member-exclusive E&O, Data Breach, and EPLI insurance programs where IIAW earns commissions that are reinvested into association services and the independent agency channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

No source-backed information was provided in the input for this field.

Product overview

The Independent Insurance Agents of Wisconsin (IIAW) is a nonprofit trade association serving independent insurance agents in Wisconsin, not a software product company. It offers a comprehensive portfolio of member services organized into education programs (prelicensing, continuing education via ABEN and The Institutes, InsurAcademy, My Agency Campus), agency operations support (E&O audits, accounting services, HR solutions, agency valuations), insurance products (E&O, Data Breach/Cyber, EPLI coverage), market intelligence (Wisconsin P&C Marketplace Reports), technology guidance (Catalyit), marketing resources (Trusted Choice, IIAW logos), networking events (InsurCon, Women in LeadHERship, Emerging Leaders), and publications (Wisconsin Independent Agent Magazine, Big I Buzz newsletter). AgencyLaunch provides startup support for new agencies. The association connects members to IIABA national resources and advocates for members at state and federal levels through Government Affairs and PAC programs.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 20,000+ students trained through prelicensing courses since 1993 with high passing ratios for 25+ years
• +2 more outcomes

Named customers12 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• The Institutes (CEU)coreStrategic or Co-development PartnerPartnership providing unlimited free CE for IIAW members. IIAW agency members have access to 150+ on-demand courses and live CE webinars. Includes professional designations (CPCU, AINS, etc.) and free continuing education.
• CatalyitcoreStrategic or Co-development PartnerAgency technology guidance included with IIAW membership ($1,500 value). Provides technology reviews, guides, training, tools, community support, and consulting to help agencies improve their tech-stack.
• Trusted ChoicecoreGTM or Marketing PartnerNational brand for independent agents providing marketing tools, co-branding opportunities, marketing reimbursement programs (up to $1,000), and digital agency resources. Access provided through IIAW membership.
• Big I Member Alliance (Big I Markets)coreChannel Partner/ Reseller/ DistributorIIABA's online market access placement center providing access to specialty/niche coverages, program business, and hard-to-find markets through top-tier carrier partners.
• IMS / Independent Market SolutionscoreChannel Partner/ Reseller/ DistributorFacilitates relationships between agents unable to secure company appointments and carriers with appetite for writing coverage. Available to IIAW members at no cost with competitive commissions.
• Lee Government RelationscoreStrategic or Co-development PartnerWisconsin-based lobbying firm providing government affairs representation. Lee Government Relations serves as the Eyes, Ears and Voice for IIAW members at the State Capitol, opening doors to Wisconsin Legislature, Governor's office, and state agencies.
• Godfrey & KahncoreImplementation/ SI/ Consulting PartnerIIAW General Counsel providing hotline legal services to members. Offers free 15-minute consultations with responses within one business day. Addresses member inquiries requiring legal counsel on insurance and business matters.
• ABEN (Agents & Brokers Education Network)coreChannel Partner/ Reseller/ DistributorLive webcast CE courses and professional training via live webcast technology. IIAW offers dozens of current, relevant topics via webcast/webinar format with new topics added regularly.
• My Agency CampusminorChannel Partner/ Reseller/ DistributorEmployee training platform providing courses ranging from insurance basics to specific job roles and business skills. Training bundles tailored by job role and experience with interactive, narrated courses including knowledge checkpoints.
• InsurAcademyminorStrategic or Co-development PartnerAgent Development Program helping agencies train new hires faster through self-paced courses, expert-led webinars, interactive learning activities, and mentor program with one-on-one support.
• WAHVE (Work At Home Vintage Experts)minorChannel Partner/ Reseller/ DistributorContract talent solution matching retiring experienced insurance professionals with agency talent needs. Helps agencies access skilled remote workers while extending careers of seasoned professionals.
• IA ValuationsminorStrategic or Co-development PartnerAgency valuation service providing fair market value calculations, internal perpetuation planning, and external sale support. IIAW members receive discounted pricing (under $2.5M agencies: $3K).
• Agency FocusminorStrategic or Co-development PartnerIndependent agency consultant and Swiss Re approved auditor conducting Operational Improvement Reviews (E&O Audits). Agencies can earn up to 15% premium credit annually for up to 5 years.
• Insuring Wisconsin PACcoreStrategic or Co-development PartnerState political action committee playing a key role in IIAW's legislative success. Empowers members to participate in the political process through donations supporting candidates at state level.
• InsurPaccoreStrategic or Co-development PartnerFederal political action committee raising money to contribute to candidates for federal office. Increases agent visibility on Capitol Hill and empowers members to participate in national political process.
• Westport/Swiss RecoreChannel Partner/ Reseller/ DistributorE&O insurance provider reinsured by Swiss Re. IIAW's E&O program designed by agents, for agents, with broad coverage, competitive pricing, and ability to earn premium credits.
• BeazleycoreChannel Partner/ Reseller/ DistributorData Breach/Cyber Liability insurance provider offering exclusive membership program. Members prequalified for coverage priced 5% less than similar programs. Includes data breach coach and comprehensive coverage.
• Westchester, A Chubb CompanycoreChannel Partner/ Reseller/ DistributorExclusive Employment Practices Liability Insurance partner for IIAW members. Offers competitive pricing, broad coverage including duty to defend, non-rescindable policies, and EPL Assist with free unlimited access to legal experts.
• Holiday Inn Express & Suites MadisonminorOthersNegotiated hotel rate of $109/night for IIAW prelicensing attendees. Located across from IIAW headquarters.
• Fairfield Inn & Suites Madison SouthminorOthersNegotiated hotel rate for prelicensing attendees using Corp/Promo Code E5530. Located one block from Sheraton Madison Hotel.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Independent Insurance Agents of America (IIABA / Big I): National umbrella association for independent insurance agents, of which IIAW is a state affiliate. Directly comparable as the federal-level counterpart providing advocacy, education, market access, and Trusted Choice branding that IIAW extends to Wisconsin members.
• National Association of Mutual Insurance Companies (NAMIC): National association for mutual insurance carriers. Adjacent industry association providing advocacy, education, and research to a complementary constituency (carrier side of the agency-carrier relationship that IIAW members distribute through).
• Council of Insurance Agents & Brokers (CIAB): National association representing the largest commercial insurance brokers and agencies. Comparable to IIAW as an industry trade body providing advocacy, education, and benchmarking, but focused on larger commercial brokers rather than Main Street independent agents.

Direct peers

• Independent Insurance Agents of Minnesota (Big I Minnesota): Adjacent Midwest Big I state association serving independent insurance agents in Minnesota. Comparable in scale and service mix to IIAW, including education, carrier partnerships, advocacy, and exclusive insurance programs for member agencies.
• Professional Insurance Agents of Wisconsin (PIA Wisconsin): Wisconsin state chapter of PIA, the most direct in-state competitor to IIAW. Targets the same independent insurance agent membership base with overlapping benefits including advocacy, education, and carrier-supported programs.
• Big I of Illinois (Independent Insurance Agents of Illinois): Sibling state-level Big I association serving independent insurance agents in Illinois. Operates the same member-benefit model — advocacy, education, carrier programs, E&O — and provides the most direct structural peer benchmark for IIAW's service portfolio.
• National Association of Professional Insurance Agents (PIA): National trade association competing for independent insurance agents, with state chapters including a Wisconsin affiliate. Offers overlapping services — advocacy, education, carrier partnerships, E&O programs — and competes directly for the same agent-member segment.
• Big I of Michigan (Independent Insurance Agents of Michigan): Another Midwest Big I state association offering comparable membership services for Michigan independent agents. Useful benchmark for IIAW on membership economics, education revenue, and advocacy infrastructure.

Emerging players

• The CPCU Society (Chartered Property Casualty Underwriter Society): Professional society for CPCU designation holders across property-casualty insurance. Partially comparable to IIAW as a member-driven community providing education, networking, and career development for insurance professionals, with overlapping membership among Wisconsin agents.

Others

• Insurance Information Institute (Triple-I): Industry-funded source of insurance information, research, and consumer education. Adjacent rather than directly competitive; serves a complementary role in industry research and public communications that supports the broader independent agency channel IIAW represents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/IIAofWisconsin

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Independent Insurance Agents of Wisconsin (IIAW)