Priority Insurance

What Priority Insurance does

Priority Insurance LLC is an independent insurance agency founded in 2011 and headquartered in Greenville, South Carolina, operating under a multi-carrier brokerage model that represents more than 40 insurance carriers across personal, commercial, and life/financial product lines. The agency is licensed in Georgia, North Carolina, and South Carolina and primarily serves the Upstate South Carolina region, including Greenville, Spartanburg, and Anderson counties, with a roster of 25+ named service-area communities. Its customer base spans individual consumers (vehicle owners, homeowners, renters, landlords, life insurance buyers) and small-to-mid-sized businesses requiring commercial coverage, with no enterprise anchors and a high degree of customer-level diversification.

The agency's product portfolio is unusually broad for its scale, covering personal lines (auto, home, motorcycle, boat, classic car, golf cart, ATV/UTV, RV, umbrella), commercial lines (general liability, commercial auto, workers compensation, commercial property, BOP, builders risk, cyber liability, bonds, employee benefits, professional liability), and financial products (life, annuities, disability, long-term care, plus specialty items like jewelry, pet, flood, and earthquake). Carrier partnerships span tier-1 names (Safeco, Progressive, Nationwide, GEICO, Travelers, The Hartford) and specialty providers (Hagerty, Grundy for collector vehicles). The underlying technology stack is light: the EZLynx-powered Client Center Portal provides 24/7 policy access, document retrieval, and direct agency messaging, while the rest of operations rely on standard web, phone, and in-person channels. No proprietary AI, machine learning, or developer-facing APIs are offered.

Revenue is generated entirely through commissions paid by carriers on policies placed and serviced, with no subscription or fee-based model. Pricing is quote-based and varies by customer profile, coverage, and carrier, with billing on a monthly cadence and bundled multi-policy discounts (cited up to 25%). The GTM motion is sales-led, capturing leads via website quote forms, phone inquiries, walk-in office consultations at the 140 Milestone Way headquarters, and a refer-a-friend program, supported by a Google Maps business listing, Facebook presence, and an email newsletter. The firm is privately held with no external funding, no parent company, and a small staff of roughly 1-10 employees, including named roles in agency management, commercial specialty, consulting, customer success, and back-office support.

Name

Priority Insurance

Legal name

Priority Insurance LLC

Website

https://priorityi.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Priority Insurance LLC is an independent multi-carrier insurance agency in Greenville, SC, licensed across GA, NC, and SC, placing personal, commercial, and life insurance through 40+ carriers for individual consumers and small-to-mid-sized businesses in the Upstate South Carolina region.

Ownership category

akta.pro rank

Product category

Insurance Agency Services

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ), Mid-Market Commercial Package (Package Policies) (FSAJAFAB)

Keywords

• Independent insurance agency
• Personal insurance lines
• Commercial insurance coverage
• Multi-carrier insurance broker
• Specialty vehicle insurance

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: Priority Insurance earns commissions from insurance carriers for policies sold and serviced. As an independent agency representing multiple carriers (Safeco, Progressive, Nationwide, GEICO, Travelers, The Hartford, and others), they receive commission-based compensation from carrier partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Priority Insurance LLC is an independent insurance agency headquartered in Greenville, SC that acts as an intermediary, comparing and placing policies on behalf of customers across 40+ insurance carriers (including Safeco, Progressive, Nationwide, GEICO, Travelers, The Hartford, Hagerty, and Grundy). It sells personal lines (auto, home, motorcycle, boat, RV, classic car, golf cart, ATV/UTV, umbrella, renters, landlords, flood, earthquake, jewelry, pet), commercial lines (general liability, commercial auto, workers compensation, commercial property, BOP, builders risk, cyber liability, bonds, employee benefits, professional liability, commercial umbrella), and life/financial products (life insurance, annuities, disability, long-term care, final expense). Service is delivered through a walk-in Greenville office, phone-based sales, online quote requests, and an EZLynx-powered Client Center Portal for 24/7 self-service.

Product overview

Priority Insurance LLC is an independent insurance agency headquartered in Greenville, SC, offering a comprehensive portfolio of personal and commercial insurance products alongside financial services. The agency operates a multi-carrier model, comparing quotes across 40+ insurance carriers (including Safeco, Progressive, Nationwide, GEICO, Travelers, and The Hartford) to find optimal coverage and rates for clients. The core product lineup spans: personal lines (Auto, Home, Motorcycle, Boat, Classic Car, Golf Cart, ATV/UTV, Roadside Assistance, RV, and Umbrella Insurance); commercial coverages (General Liability, Commercial Auto, Workers Compensation, Commercial Umbrella, Commercial Property, BOP, Builders Risk, Cyber Liability, Bonds & Security, Employee Benefits, and Professional Liability); and financial products (Life Insurance, Annuities, Disability, and Long Term Care Insurance). Client services are delivered through an EZLynx-powered online Client Center Portal providing 24/7 access to policy management, document downloads, and direct agency messaging. The agency is licensed in Georgia, North Carolina, and South Carolina and serves the Upstate South Carolina region including Greenville, Spartanburg, and Anderson counties.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance

Quantifiable outcome

• Saves customers money through carrier comparison shopping and multi-policy bundling (up to 25% discount)
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core.

• Safeco InsurancecoreChannel Partner/ Reseller/ DistributorSafeco Insurance is one of the insurance carriers represented by Priority Insurance, offering auto, home, and other personal insurance products through the independent agency channel.
• ProgressivecoreChannel Partner/ Reseller/ DistributorProgressive is one of the insurance carriers represented by Priority Insurance, known for competitive auto insurance rates and widely available coverage options.
• NationwidecoreChannel Partner/ Reseller/ DistributorNationwide is one of the insurance carriers represented by Priority Insurance, offering a broad range of personal and commercial insurance products.
• GEICOcoreChannel Partner/ Reseller/ DistributorGEICO is one of the insurance carriers represented by Priority Insurance, one of the largest auto insurers in the United States.
• TravelerscoreChannel Partner/ Reseller/ DistributorTravelers is one of the insurance carriers represented by Priority Insurance, offering comprehensive personal and business insurance products.
• The HartfordcoreChannel Partner/ Reseller/ DistributorThe Hartford is one of the insurance carriers represented by Priority Insurance, specializing in business and personal insurance solutions.
• HagertycoreChannel Partner/ Reseller/ DistributorHagerty is a specialty insurance carrier for classic and collector vehicles represented by Priority Insurance. They provide agreed-value coverage for antique and muscle cars.
• GrundycoreChannel Partner/ Reseller/ DistributorGrundy is a specialty insurance carrier for classic vehicles represented by Priority Insurance. They provide collector car insurance with agreed value coverage.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Policygenius: Online insurance marketplace specializing in life and disability with growing P&C presence. Comparable because it offers multi-carrier comparison online — the core value proposition of independent agencies — but at national scale and without local service.
• SmartFinancial: Online auto/home insurance comparison platform that captures self-directed shoppers across multiple states. Direct substitute for the online-quote channel that Priority relies on as its primary mid-funnel acquisition source.
• Lemonade: Digital-first InsurTech selling renters and home insurance directly via app. Represents the structural disintermediation risk to traditional agencies like Priority, particularly for younger demographics in adjacent metros.

Others

• Trusted Choice: Network and brand for independent insurance agents. Priority is a Trusted Choice member; this is the umbrella organization that supplies the "independent agent" positioning and shared marketing assets to agencies of its type.

Regional players

• Hagerty: Specialty classic/collector vehicle insurer and Priority carrier partner. Comparable as a niche carrier that the agency distributes; distinct because Hagerty also sells direct to enthusiasts, partially overlapping with Priority's classic-car product line.

Broad incumbents

• Progressive: One of the largest US auto insurers and a carrier partner of Priority Insurance. Dual-threat peer: a direct-to-consumer channel that competes for the same customers, while also serving as a commission source for the agency.
• Allstate: Major US personal-lines carrier with a captive agency distribution model. Competes head-to-head with Priority in personal auto/home; represents the alternative purchasing channel that the independent-agency model explicitly pitches against.
• GEICO: Largest US direct auto insurer and a Priority Insurance carrier partner. Same dual relationship as Progressive — supplies commission while also competing via direct purchase for the same Upstate SC auto customers.
• State Farm: Largest US personal-lines insurer, distributes exclusively via captive agents. Comparable because it competes for the same auto/home/renters customers that Priority Insurance brokers; differs in being single-carrier and significantly larger.
• Nationwide: Large multi-line carrier with hybrid captive/independent distribution. Direct competitor for personal and commercial lines in the Southeast and also a Priority carrier partner, mirroring the dual-edge dynamic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LlcPriority
• Facebookfacebook.com/priorityinsurancellc
• LinkedInlinkedin.com/company/priorityi

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Priority Insurance