What Lazor Agency does

Lazor Agency, operating under the legal name Letts-Lazor Insurance Agency, is an independent insurance and financial services firm headquartered in Medina, Ohio with a second office in Brunswick. The agency traces its lineage to 1985 (the original Letts Agency) and to 1991 (the founding of Lazor Agency in Medina); the two books were consolidated in 2018 when Lazor Agency acquired the Letts Nationwide Agency, forming the present entity. The firm serves 5,000+ individuals, families, and small businesses across Northern Ohio through a sales-led model centered on direct office visits, phone contact, and carrier-direct walk-in service. Leadership comprises Joseph (Joe) Lazor as President and CEO and Sam Crea as Vice President, supported by approximately 14 staff across the two offices.

The agency's core offering is multi-line property & casualty and life insurance distributed as an independent agent representing Nationwide, Progressive, Travelers, and Cincinnati Insurance among others. Beyond standard auto, home, life, and business coverage, the portfolio has been extended into specialty lines including RV, watercraft, motorcycle, ATV, farm, and contract/surety bonds. Layered on top of the insurance book, the firm offers financial services — retirement, investment, and wealth advisory — through partnerships with Brokers International Financial Services, LLC and LexAurum Advisors, LLC, giving the agency both commission revenue from carriers and fee-based advisory revenue from the financial services partners.

The business model is straightforward agency economics: carriers pay the agency commission on premiums placed, while LexAurum and Brokers International compensate the agency for advisory services. The firm self-positions as "one of the largest in Ohio" following the 2018 consolidation, though the ~14-employee headcount suggests a regional mid-tier independent agency rather than a large broker. The GTM remains traditional — no proprietary technology, online quoting portal, or digital customer-acquisition channel is referenced in available sources, and dated 2017-2020 website/blog content suggests limited recent digital investment.

Name

Lazor Agency

Legal name

Letts-Lazor Insurance Agency

Website

https://lazoragency.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Letts-Lazor Insurance Agency is an independent multi-carrier insurance and financial advisory firm serving 5,000+ individuals, families, and small businesses across Northern Ohio via offices in Medina and Brunswick, distributing auto, home, life, business, and specialty insurance plus retirement and wealth advisory services.

Ownership category

akta.pro rank

Headquarters

HQ city

Brunswick

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: Commissions earned from selling insurance products from carrier partners including Nationwide, Progressive, Travelers, Cincinnati Insurance, and others.
2. Financial Services Advisory Fees: Fees from providing financial advisory services including investment management, retirement planning, and securities brokerage through affiliated partners (Brokers International Financial Services, LLC and LexAurum Advisors, LLC).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Lazor Agency is an independent insurance and financial services agency that sells personal insurance (auto, home, life, motorcycle/ATV/RV/watercraft, umbrella, renters, condo, individual/group health, dental, accident medical), commercial insurance (small business, farm, specialty liability, contract bonds), and retirement/investment services through affiliated partners. The agency operates from two Ohio offices and represents multiple insurance carriers to provide quotes and policy servicing to individuals, families, and businesses.

Product overview

Lazor Agency operates as an independent insurance agency offering a comprehensive portfolio of insurance and financial services products. The agency provides vehicle insurance (auto, motorcycle, ATV, RV, watercraft), property insurance (homeowners, renters, condo, umbrella), life insurance (term, whole, universal, variable), commercial insurance (small business, farm, specialty liability, contract bonds), and specialty insurance (individual, group, dental, accident medical). Additionally, the agency offers financial services including retirement planning (IRAs, 401k, 403b, SEP, profit sharing, pensions), investment and brokerage services, and business benefits administration. The agency serves individuals, families, and businesses in Northern Ohio through partnerships with major insurance carriers including Nationwide Insurance as a primary provider.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle insurance covering accidents, vandalism, weather damage, animal strikes, and bodily injuries with customizable policies including liability, collision, comprehensive, and specialized coverages for personal auto customers.
• Motorcycle & ATV Insurance Insurance coverage for motorcycles and all-terrain vehicles, protecting recreational vehicle owners from physical damage and liability exposure.
• RV Insurance Insurance coverage for recreational vehicles, protecting owners of motorhomes, travel trailers, and similar RVs from physical damage and liability.
• Personal Watercraft Insurance Insurance coverage for personal watercraft such as boats and jet skis, addressing marine-specific physical damage and liability exposure.
• Homeowners Insurance Property insurance protecting homes against damage, theft, elements, and covered events, with options for replacement value coverage for owner-occupied residences.
• Renters Insurance Coverage protecting renters' personal belongings and providing personal liability protection, with brand-new item replacement options available.
• Condo Insurance Insurance coverage designed for condominium owners, covering interior unit features, personal property, and personal liability typically excluded by the master HOA policy.
• Personal Umbrella Insurance Additional liability coverage providing extra protection beyond standard auto, home, or watercraft policy limits for individuals and families.
• Term Life Insurance Life insurance providing coverage for a specified term period at lower premiums, used by families seeking affordable temporary protection.
• Whole Life Insurance Permanent life insurance with cash value accumulation and lifelong coverage, combining death benefit protection with a savings component.
• Universal Life Insurance Flexible permanent life insurance with adjustable premiums and death benefits, allowing policyholders to modify coverage as needs evolve.
• Variable Life Insurance Life insurance with an investment component allowing cash value to be invested in sub-accounts, combining protection with market-linked growth potential.
• Small Business Insurance Commercial coverage protecting small businesses, their property, and liability exposure through bundled commercial policies.
• Farm Insurance Specialized coverage for farm operations, equipment, livestock, and agricultural property, tailored to Ohio farm owners' unique risks.
• Special Liability Insurance Specialty coverage addressing specific liability risks not covered by standard policies, available to both personal and commercial customers.
• Contract Bonds Surety bonds required for construction and contract work, ensuring performance and payment obligations are met on bonded projects.
• Individual Insurance Personal insurance coverage tailored for individual needs, including individual health and supplemental plans outside of employer-sponsored coverage.
• Group Insurance Coverage options for groups including employer-sponsored health, dental, and ancillary benefit plans sold to small and mid-sized businesses.
• Dental Insurance Insurance coverage for dental care and procedures, available to individuals, families, and employer groups.
• Accident Medical Insurance Coverage for accident-related medical expenses, providing supplemental protection for individuals and families against injury-related healthcare costs.
• Retirement Planning Services Financial advisory services covering retirement planning across IRAs, 401(k), 403(b), SEP, and profit sharing plans, delivered by Series 7 & 66 licensed advisors.
• Life & Health Insurance Planning Comprehensive life and health insurance planning covering individual and group plans, key man insurance, business succession planning, and long-term care options.
• 401(k) & 403(b) Retirement Plans Customized employer-sponsored retirement plans with Roth options, brokerage windows, and administrative support for small and mid-sized businesses.
• Investment & Brokerage Services Full-service brokerage accounts, mutual funds, third-party fiduciary management, and tax-free bonds with access to over 70 mutual fund companies and 20 insurance companies.

Quantifiable outcome

• Serving 5,000+ individuals, families, and businesses

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered primary and core.

• Nationwide InsuranceprimaryChannel Partner/ Reseller/ DistributorPrimary insurance carrier partnership. The agency operates as a Nationwide Insurance Agency offering auto, home, life, and commercial insurance products. Nationwide provides claims processing and underwriting support.
• Progressive InsurancecoreChannel Partner/ Reseller/ DistributorClaims partner for auto insurance claims processing. Customers can file claims at 1-800-274-4499.
• Travelers InsurancecoreChannel Partner/ Reseller/ DistributorClaims partner. Customers can file claims at 1-800-252-4633.
• Cincinnati InsurancecoreChannel Partner/ Reseller/ DistributorClaims partner. Customers can file claims at 1-888-220-6385.
• Brokers International Financial Services, LLCcoreChannel Partner/ Reseller/ DistributorSecurities offerings through this SIPC member firm for investment products and brokerage services.
• LexAurum Advisors, LLCcoreChannel Partner/ Reseller/ DistributorRegistered investment advisor providing investment advisory services. Affiliated with Lazor Insurance & Financial Services.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Hub International: Major North American insurance brokerage offering commercial, personal, and employee benefits products. Comparable in serving individuals and SMBs via independent agency model, though substantially larger and more diversified.
• Acrisure: Large independent insurance brokerage and financial services firm offering P&C, life, and benefits across the U.S. Operates a multi-carrier agency model serving individuals and businesses, similar to Lazor but at massive scale.
• USI Insurance Services: Top U.S. insurance brokerage serving middle-market and large commercial clients with P&C, benefits, and personal lines. Comparable in independent agency/brokerage model with multi-carrier representation.
• AssuredPartners: Large national independent insurance brokerage offering P&C, employee benefits, and wealth management. Overlaps with Lazor's offerings but at a much larger, multi-region scale with institutional clients.

Emerging players

• Foundation Risk Partners: PE-backed independent insurance agency rapidly consolidating regional agencies across the U.S. Comparable in business model and customer focus, but operating at a larger and more acquisitive scale.

Direct peers

• The Hilb Group: Mid-Atlantic and Southeast-focused independent insurance broker offering personal, commercial, and benefits products. Closely comparable as a regional independent agency built partly through acquisitions, with similar carrier-representation model.
• World Insurance Associates: Public independent insurance agency providing personal, commercial, life, and financial services through carrier partnerships. Comparable as a multi-line independent agency pursuing regional roll-up strategy.
• Heffernan Insurance Brokers: Independent insurance brokerage offering personal, commercial, and employee benefits coverage through multiple carriers. Highly comparable in business model as a multi-line independent agency serving individuals and SMBs with cross-sell between insurance and financial services.

Regional players

• OneGroup: Ohio-headquartered independent insurance and financial services agency offering personal, commercial, and retirement planning. Comparable as a regional independent agency combining insurance with financial advisory services.
• The Hylant Group: Ohio-based (Toledo-headquartered) independent insurance brokerage serving commercial, personal, and benefits clients across the Midwest. Strong regional comparability with Lazor as an Ohio-rooted independent agency with multi-carrier representation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/jlazorinsurance
• Facebookfacebook.com/pages/Lazor-Insurance-Financial-Services-Nationwide-Insurance/316820249288
• LinkedInlinkedin.com/in/joseph-lazor-74808b64

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Lazor Agency