Baja Insurance Services

What Baja Insurance Services does

Baja Insurance Services Inc. is a privately held, founder-led independent insurance brokerage founded in 1998 and headquartered in Sacramento, California. The company operates four physical retail offices — three in Sacramento (Corporate on W. El Camino Ave, Florin Branch on Florin Rd, and North Gate on North Gate Blvd) and one in Yuba City (Bridge St.) — serving individual consumers, households, and small-to-medium businesses across the greater Sacramento and Yuba City regions. It functions as a multi-carrier intermediary, earning broker commissions on policies placed through a featured panel of seven carriers: Aspire, Berkshire Guard, BHHC, Dairyland, Foremost, Infinity, and Kemper. Founder and CEO/President Salvador Ordonez, Sr. leads the organization with branch-level licensed-agent management. There is no evidence of institutional investment, external capital, or M&A in the ownership structure.

The product portfolio spans 18 distinct coverage lines organized across three pillars. Personal lines include auto, homeowners, renters, condo, mobile home, life, health, motorcycle, recreational vehicle, and watercraft/boat. Commercial lines include business owners policy (BOP), commercial auto, commercial property, commercial umbrella, general liability, workers' compensation, and builders risk. A specialty pillar covers Mexico travel and auto coverage through referral partners Baja Bound, MexiPass, and Mexican Insurance (IIL). The agency's economic value proposition is multi-carrier price comparison plus niche specialization in SR-22 filings and non-standard / high-risk driver placements (DUI, suspended licenses, first-time and international drivers), supported by bilingual English/Spanish service. The technology stack is intentionally lean: a Zywave-powered marketing/quote-capture website, carrier-direct online payment portals for each featured carrier, and the standard agency-management back office typical for the segment. No proprietary platform, no AI tooling, and no API surface are disclosed.

Revenue is generated exclusively through carrier commissions on bound policies (professional services revenue model). Distribution is fully assisted — no self-serve bind path — executed through walk-in office visits, phone sales on a toll-free 877-MAS-BAJA number plus per-branch local numbers, and online quote request forms in English and Spanish. Customer acquisition mixes local SEO/Google search presence, organic Facebook (corporate plus per-branch pages), and a formal Refer-a-Friend program. Sales motion is consultative, with agents comparing coverage options across the carrier panel to fit customer needs. Pricing is personalized per risk profile; no standard tiers, public rate cards, or premium bands are disclosed.

Name

Baja Insurance Services

Legal name

Baja Insurance Services Inc.

Website

https://bajains.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Baja Insurance Services is a privately held, founder-led independent insurance brokerage founded in 1998 in Sacramento, California, operating four retail offices across Sacramento and Yuba City. It places auto, home, life, commercial, and specialty insurance policies through a seven-carrier panel, with a niche focus on SR-22 and high-risk driver placements.

Ownership category

akta.pro rank

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Baja Insurance Services operates as an independent insurance agency/brokerage earning commissions from multiple insurance carrier partners (Aspire, Berkshire Guard, BHHC, Dairyland, Foremost, Infinity, Kemper) for policies placed. Revenue is generated through commissions on auto, home, life, business, and other insurance products sold to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Baja Insurance Services is an independent insurance agency founded in 1998 that places personal and commercial insurance coverage through multiple carrier partners. The agency sells auto, home, life, health, motorcycle, RV, boat, Mexico, and business insurance, with specialized expertise in SR-22 filings and high-risk drivers. It operates four physical offices in the Sacramento and Yuba City, California area and serves a bilingual (English/Spanish) clientele.

Product overview

Baja Insurance Services operates as an independent insurance brokerage agency offering a comprehensive portfolio of insurance products. The core offering includes Auto Insurance, Homeowners Insurance, Life Insurance, Health Insurance, and Business Insurance. Business Insurance encompasses seven sub-products including Builders Risk, BOP, Commercial Auto, Commercial Property, Commercial Umbrella, General Liability, and Workers' Compensation. Additional specialty products include Motorcycle Insurance, Recreational Vehicle Insurance, Watercraft & Boat Insurance, Condominium Insurance, Mobile Home Insurance, Renters Insurance, and Mexico Insurance. The agency functions as a broker connecting customers with carrier partners including Aspire, Berkshire Guard, BHHC, Dairyland, Foremost, Infinity, and Kemper to find competitive quotes.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance
• Homeowners Insurance
• Life Insurance
• Health Insurance
• Business Insurance
• Motorcycle Insurance
• Recreational Vehicle Insurance
• Watercraft and Boat Insurance
• Mexico Insurance

Quantifiable outcome

• Customer testimonial reports finding policy at $122/month compared to competitor quotes of $150-$175/month

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

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

• AspirecoreChannel Partner/ Reseller/ DistributorAspire General Insurance - Featured carrier partner offering auto insurance products. Customers can access Aspire policies through Baja Insurance Services and pay online via the carrier portal.
• Berkshire GuardcoreChannel Partner/ Reseller/ DistributorBerkshire Hathaway Guard insurance carrier partner. Featured on the carriers page with online payment portal access.
• BHHC (Berkshire Hathaway Homestate Companies)coreChannel Partner/ Reseller/ DistributorBerkshire Hathaway Homestate Companies - Insurance carrier partner providing various insurance products through the agency.
• DairylandcoreChannel Partner/ Reseller/ DistributorDairyland Insurance - Featured carrier partner, likely offering auto/motorcycle insurance products. Online payment available.
• ForemostcoreChannel Partner/ Reseller/ DistributorForemost Insurance - Carrier partner offering various insurance products. Part of the featured carriers displayed on the website.
• InfinitycoreChannel Partner/ Reseller/ DistributorInfinity Auto Insurance - Featured carrier partner, known for serving high-risk drivers. Available through the agency with online payment options.
• KempercoreChannel Partner/ Reseller/ DistributorKemper Insurance - Featured carrier partner offering various insurance products. Customers can manage policies through Kemper's online portal.
• Baja BoundminorChannel Partner/ Reseller/ DistributorReferral partner for Mexico travel insurance. Customers are directed to Baja Bound (bajabound.com) for Mexico insurance quotes.
• Mexican Insurance (IIL)minorChannel Partner/ Reseller/ DistributorReferral partner for Mexico auto insurance. Customers are linked to sb.iigins.com for Mexican insurance quotes.
• MexiPassminorChannel Partner/ Reseller/ DistributorReferral partner for Mexico travel insurance. Customers directed to MexiPass portal for Mexico coverage options.
• ZywavesupportingTechnology or IntegrationWebsite platform provider. Baja Insurance Services website is powered by Zywave Websites, an insurance industry website builder platform.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Allstate: National multi-line insurer with exclusive local agents competing directly with independent agencies across auto, home, and life. Overlapping product suite with Baja but operates through a captive rather than independent brokerage model.
• GEICO: Direct-to-consumer auto insurance giant competing primarily on price and digital experience. Comparable on the personal auto line that is Baja's largest product category; represents the direct-channel disintermediation threat to agency economics.
• Kemper Insurance: Multi-line insurer with a specialty in non-standard auto and high-risk drivers via independent agents. One of Baja's carrier partners; comparable niche exposure to the same high-risk auto segment Baja specializes in.
• State Farm: Largest U.S. personal lines insurer with an exclusive captive agent model and broad multi-line offering (auto, home, life). Competes with Baja in Sacramento for the same personal/commercial lines but via a captive-agent model rather than independent brokerage.

Direct peers

• Freeway Insurance: Large independent insurance agency chain operating across California and the U.S., placing with multiple carriers including non-standard auto providers. Directly comparable business model — multi-carrier brokerage, high-risk/specialty auto, walk-in retail locations, bilingual service.
• Dairyland Insurance: Non-standard auto and motorcycle insurance carrier serving riders with imperfect driving records. Same target customer profile (high-risk, recreational) that Baja serves via its Motorcycle/SR-22 specialty, and also a Baja carrier partner.
• Infinity Insurance: Non-standard auto insurance carrier focused on drivers with credit, driving-history, or other risk challenges. Infinity is actually one of Baja's carrier partners but also a direct competitor in the high-risk auto space — same niche, different distribution.
• The General Insurance: Direct-to-consumer carrier specializing in non-standard auto insurance for high-risk drivers (DUI, SR-22, accidents). Highly comparable niche — Baja's high-risk/SR-22 specialization competes head-on with The General's value proposition in California.

Emerging players

• Lemonade: Digital-first InsurTech carrier for renters, homeowners, and auto using an AI-driven mobile app. Represents the emerging digital distribution model that competes with Baja's assisted sales motion in the standard personal lines market.
• Frankenmuth Insurance: Regional mutual insurer distributing exclusively through independent agents across the Midwest and expanding. Operates a similar independent-agency distribution model to Baja's, with comparable product breadth in personal and commercial lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BajaIns.YubaCity
• Xx.com/BAJA_INSURANCE

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 Baja Insurance Services