What Baer does

Baer Insurance Services is an independent insurance agency founded in 1930 and headquartered in Middleton, Wisconsin. The firm operates as a multi-carrier brokerage, representing multiple financially strong insurance companies to deliver personal lines (auto, home, life, motorcycle, flood, earthquake, umbrella), commercial lines (BOP, commercial auto, property, general liability, workers compensation, cyber liability, management liability, and industry-specific coverages for contractors, restaurants, salons, and metalworking), and group benefits (medical, dental, vision, life, disability, 401-K, HSA, cafeteria plans, payroll administration, and HR consulting) to individuals, families, and small-to-mid-size businesses. The agency is licensed in Wisconsin, Illinois, and several other states, with primary service areas in southern Wisconsin and northern Illinois. Revenue is generated through commissions paid by insurance carriers on policies sold and serviced, with potential volume-based overrides, on a recurring subscription-like premium model billed monthly. The agency employs 11-50 staff and follows a sales-led, direct-consultation go-to-market model with self-service quote tools, a client portal (CSR24), and a referral program. A sub-brand, CondoInsuranceNow.com, serves condominium association insurance needs, and the firm maintains a community presence through partnerships including the Covenant House Street to School program.

The technology stack is standard for an independent agency: online quote forms, Zywave for agency management and client portal, Mineral for HR compliance, and CSR24/BaerConnect for client self-service. There is no proprietary technology or AI/ML capability disclosed. The business model is relationship-driven, with competitive differentiation rooted in longevity (90+ years), local market presence, multi-carrier access, and personalized service rather than technology or scale advantages. The company is privately held with no disclosed parent company, institutional investors, or external funding, and appears to be founder/family-owned based on the longevity of operations and the presence of a licensed agent named Sam Baer referenced in client testimonials.

Name

Baer

Legal name

Baer Insurance Services

Website

https://baerinsurance.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

11–50 employees

Short description

Baer Insurance Services is an independent multi-carrier insurance agency founded in 1930, serving individuals, families, and small-to-mid-size businesses with personal, commercial, and group benefits coverage across Wisconsin, Illinois, and other licensed states.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency Services

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Standalone Umbrella Liability (FSAJANAE)

akta.pro secondary industry

Long-Term Disability (LTD) Insurance (FSAIAIAD)

Keywords

• Independent insurance agency
• Personal lines insurance
• Commercial insurance brokerage
• Employee benefits administration
• Multi-carrier insurance services

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

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 Commission Revenue: As an independent insurance agency, Baer Insurance earns revenue through commissions paid by insurance carriers for policies sold and serviced. Agents represent multiple insurance companies and earn a percentage of premium payments. The agency also likely receives volume-based bonuses or overrides from carriers based on total premium volume placed.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Baer Insurance Services is an independent insurance agency that sells and services personal insurance (auto, home, life, motorcycle, flood, earthquake, umbrella), commercial insurance (BOP, commercial auto, property, liability, workers comp, cyber liability, and industry-specific coverages), and group/employee benefits (medical, dental, vision, life, disability, 401(k), HR consulting). The agency operates as a multi-carrier brokerage, placing coverage with multiple financially strong insurance companies on behalf of individuals, families, businesses, and employer groups primarily in Wisconsin and Illinois.

Product overview

Baer Insurance Services is an independent insurance agency offering a comprehensive portfolio of insurance products and services across personal, commercial, and employee benefits lines. The agency operates as a multi-carrier brokerage representing multiple insurance companies, providing customized coverage combinations for individuals and businesses. The core product portfolio includes Personal Insurance (auto, home, life, motorcycle, flood, earthquake, umbrella), Commercial Insurance (property, liability, commercial auto, workers comp, cyber liability, industry-specific coverages like restaurants and contractors), and Group Benefits (medical, dental, vision, life, disability, HR consulting, wellness programs). The agency differentiates through its independent agency model, offering wide and diverse insurance solutions from multiple financially strong carriers, with emphasis on personalized service, risk management consultation, and tailored policy design matching unique customer needs and budget constraints.

Differentiator

Problem solved

Functional benefit

Brands

• CondoInsuranceNow.com: A specialized condo master policy insurance service offered by Baer Insurance Services

Products and services

• Personal Auto Insurance Auto insurance coverage protecting personal vehicles against accidents, liability, and vehicle damage, placed through multiple insurance carriers and tailored to the customer's needs and budget.
• Personal Home Insurance Homeowners insurance coverage protecting residential properties against damages, fire, theft, and other perils, offered through multiple carriers with options for standard and high-value homes.
• Personal Life Insurance Life insurance coverage protecting families' intended financial contributions against unexpected events, placed with multiple carriers.
• Motorcycle Insurance Specialized coverage for motorcycle owners against accidents, theft, and liability, placed with carrier partners.
• Senior Drivers Insurance Auto insurance coverage tailored to senior drivers with appropriate coverage levels.
• High Value Home Insurance Specialized homeowners coverage for high-value residential properties with extended replacement cost options.
• Personal Liability Umbrella Additional liability protection extending coverage beyond standard policy limits for personal insurance holders.
• Flood Insurance Coverage for flood-related property damage, available through NFIP and private insurance options.
• Earthquake Insurance Standalone coverage protecting against earthquake-related damages to homes and property.
• Commercial Auto Insurance Custom coverages for business vehicles and fleets providing greater protection for business and personal assets from commercial vehicle exposure.
• Commercial Property Insurance Coverage for general risks associated with business premises, equipment, and vehicles, including loss of business coverage.
• General Liability Insurance Commercial coverage protecting businesses from uncertainties and risks, including bodily injury and property damage liability.
• Condominium Association Insurance Specialized coverage for condominium associations including master policies and property coverage.
• Group Benefits Employee benefits packages including medical, dental, vision, life insurance, disability, retirement benefits, and HR consulting services delivered through ongoing service partnership with employer clients.
• Workers Compensation Insurance Coverage for work-related injuries and illnesses, including COVID-19 payroll reporting guidance and return-to-work programs.
• Inland Marine Insurance Coverage for goods and equipment in transit or stored at temporary locations.
• Excess Liability Additional liability coverage above primary policy limits for comprehensive business protection.
• Cyber Liability / Data Breach Insurance Coverage protecting businesses against data breaches, cyber attacks, and digital asset losses.
• Management Liability Coverage for directors, officers, and management against claims related to governance and business decisions.
• Contractors Insurance Comprehensive coverage tailored for construction and contracting businesses including design-build professional liability considerations.
• Restaurants Insurance Coverage designed for restaurant operations including property, liability, and liquor liability.
• Liquor Liability Insurance Coverage protecting businesses that serve alcohol from liability claims related to intoxicated patrons.
• Salons & Barbers Insurance Coverage for salon and barbershop operations including professional liability and property coverage.
• Apartment Owners Insurance Coverage for residential rental property owners including property and liability protection.
• Metalworking Operations Insurance Specialized coverage for metalworking and manufacturing operations.
• CondoInsuranceNow.com Condominium Master Policy Insurance Specialized online channel offering condominium master policy insurance for condo associations through Baer's independent agency infrastructure.

Quantifiable outcome

• Clients saved over $400/year by comparing auto, homeowners, and umbrella policies through Baer

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Erie InsurancecoreChannel Partner/ Reseller/ DistributorErie Insurance is one of the insurance carriers represented by Baer Insurance as an independent agent. Multiple client testimonials reference being placed with Erie Insurance through Baer, noting savings and excellent service.
• Covenant HouseminorStrategic or Co-development PartnerNational 24-hour crisis center serving homeless youth. Baer Insurance participates in Covenant House Street to School program, hosting personal products care drives to benefit homeless youth served by the organization.
• AvivaminorStrategic or Co-development PartnerInsurance carrier partner. Baer Insurance, as an Aviva representative, participates in charitable initiatives including the Street to School program benefiting homeless children.
• CondoInsuranceNow.comminorChannel Partner/ Reseller/ DistributorSpecialized online platform for condominium master policy insurance. Baer operates this sister site for condo association insurance needs.
• Multiple Insurance CarrierscoreChannel Partner/ Reseller/ DistributorAs an independent agency, Baer represents multiple (unnamed) insurance companies. The carriers are described as 'financially strong and stable' and provide the underlying insurance products that Baer sells and services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Lemonade: Lemonade is a digitally-native insurance carrier that competes for the personal auto, home, and pet lines that form a core part of Baer's book, representing a structural threat to traditional independent agencies.

Broad incumbents

• Arthur J. Gallagher & Co. Gallagher is a global insurance brokerage and risk-management firm whose middle-market and small-business segments overlap directly with Baer's commercial and group benefits practice but with substantially broader scale and resources.
• Hub International: Hub International is a large North American insurance brokerage that competes for the same small-and-mid commercial and personal accounts as Baer but with national scale, broader carrier access, and acquisition-driven growth.
• Brown & Brown Insurance: Brown & Brown is a large national insurance brokerage whose small-to-mid commercial and personal lines compete with Baer's regional independent agency positioning, though at materially greater scale.
• Lockton Companies: Lockton is the world's largest independent insurance brokerage, competing for commercial, group benefits, and specialty accounts that overlap with Baer's mid-market positioning while offering far greater geographic and product breadth.

Direct peers

• Ansay & Associates: Ansay & Associates is a Wisconsin-based independent insurance agency offering personal, commercial, and group benefits lines to employers and individuals in the same geographic corridor as Baer.
• Hausmann-Johnson Insurance: Hausmann-Johnson is an independent insurance agency headquartered in Madison, Wisconsin providing personal, commercial, and benefits coverage in the same regional market as Baer with overlapping carrier partnerships.
• Cobalt Insurance Solutions: Cobalt is a Wisconsin-headquartered independent insurance and risk-services firm serving both personal and commercial clients with multi-carrier placement, mirroring Baer's agency model.
• M3 Insurance: M3 Insurance is a Wisconsin-based independent insurance brokerage of comparable size offering personal, commercial, and group benefits lines to Wisconsin and Midwest clients — a direct size, geography, and product-mix analog to Baer.
• Tricor Insurance: Tricor Insurance is a Midwest-based independent insurance brokerage with comparable employee scale and a similar mix of personal, commercial, and group benefits products to Baer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/baerinsurance
• Facebookfacebook.com/BaerInsurance
• LinkedInlinkedin.com/company/2380126?trk=tyah

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Baer