Continental Insurance Agency
Continental Insurance Agency is a privately held multi-carrier health insurance brokerage in Salt Lake City, Utah, serving individuals, families, small businesses, and Medicare beneficiaries since 1996 through commissions on placed policies.
- Company typePrivate
- Founded1996
- HeadquartersSalt Lake City, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Continental Insurance Agency does
Continental Insurance Agency, LLC is a privately held insurance brokerage founded in 1996 and headquartered at 2118 E 3900 S Suite 100, Salt Lake City, Utah. The firm operates as a multi-carrier broker distributing health, dental, vision, life, disability, supplemental, and Medicare insurance products to individuals, families, small businesses, and Medicare beneficiaries across the Salt Lake City, Provo, and Sandy markets in Utah. Carrier relationships span at least 15 providers including BlueCross BlueShield, Humana, UnitedHealthcare, Cigna, Aetna, SelectHealth, Molina, University of Utah Health Plans, METLife, SunLife, Dental Select, EyeMed, Colonial, Fortis, Total Dental Administrators, and Altius Advantra.
The agency runs a traditional sales-led brokerage model with no proprietary technology platform. Distribution occurs through direct phone sales at (801) 438-0108, in-person consultations at the Salt Lake City office, and a Quotit-powered online quote form embedded on continsurance.com. The firm also publishes educational blog content on ACA and Medicare topics, though content updates appear concentrated in 2014-2016. There is no mobile app, no API, and no documented AI or automation layer in the workflow.
Revenue is generated through carrier commissions on placed policies, with premiums varying by individual risk profile, age, coverage level, family size, and carrier. Pricing is not publicly disclosed and quotes are provided free of charge on request. The agency is BBB Accredited, operates as an LLC under Utah jurisdiction, and has 1-10 employees with no disclosed parent company, institutional investors, or private equity ownership. Cash Peterson is the only identified contactable representative, reachable at [email protected].
Continental Insurance Agency firmographics
Firmographics- Name
- Continental Insurance Agency
- Legal name
- Continental Insurance Agency, LLC
- Website
- https://continsurance.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Continental Insurance Agency is a privately held multi-carrier health insurance brokerage in Salt Lake City, Utah, serving individuals, families, small businesses, and Medicare beneficiaries since 1996 through commissions on placed policies.
- Ownership category
- akta.pro rank
Where Continental Insurance Agency is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Continental Insurance Agency business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Insurance Commissions: Earns commissions from insurance carriers for placing policies with individuals, families, and groups. Commission structure is typically a percentage of premium paid by policyholders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Individual & Family Plans |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Continental Insurance Agency product offering
Product offeringCore offering
Continental Insurance Agency is a Salt Lake City-based insurance brokerage that sells health, dental, life, Medicare, and small-group benefits policies to individuals, families, and small employers across Utah. It represents multiple insurance carriers and earns revenue through carrier-paid commissions on placed policies. The agency operates as a local intermediary, providing consultation and comparison shopping rather than underwriting its own coverage.
Product overview
Continental Insurance Agency operates as a health insurance brokerage offering a portfolio of insurance products for individuals, families, and small businesses. The core offerings include Individual & Family Health Insurance plans (HMO and HSA options) through carriers like Aetna, BlueCross BlueShield of Utah, Molina, SelectHealth, and University of Utah Health Plans; Group Health Insurance for employers including health, life, dental, vision, and disability coverage through carriers like Regence, Cigna, Humana, and UnitedHealthcare; and Medicare products including Supplement (Medigap), Medicare Advantage (Part C), and Part D Prescription Drug plans through multiple carriers. Additional coverage options include life insurance (up to $1,000,000), dental insurance, vision insurance, supplemental plans, long-term care insurance, and short-term medical plans. The agency has operated since 1996 and serves the Salt Lake City, Utah area including Provo and Sandy.
Differentiator
Problem solved
Functional benefit
Products and services
- Health Insurance
Companies that use Continental Insurance Agency
Customer profileSegments3 records
Ideal customer profiles3 records
Continental Insurance Agency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Continental Insurance Agency partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- HumanacoreHealth, life, and dental insurance carrier. Also offers Medicare Supplement and Medicare Advantage plans.
- SelectHealthcoreHealth, life, and dental insurance provider in Utah. Offers SelectHealth Advantage Medicare plans.
- United HealthCarecoreHealth, life, and dental insurance carrier. Offers Medicare Supplement and Medicare Complete Advantage plans.
- CignaminorDental insurance carrier partner offering dental plans.
- METLifeminorLife and dental insurance carrier partner for group products.
- SunLifeminorLife, Long Term Disability, and Short Term Disability insurance carrier for group products.
- Dental SelectminorDental insurance carrier partner offering dental plans for individuals and groups.
- EyeMedminorVision insurance carrier partner for group products.
- ColonialminorSupplemental insurance plans carrier for group products.
- FortisminorDental insurance carrier partner for group products.
- Total Dental AdministratorsminorDental insurance administration and carrier partner for group products.
- AetnaminorHealth insurance carrier partner for individual and family plans. Also offers Medicare Advantage plans.
- MolinaminorHealth insurance carrier partner for individual and family plans in Utah.
- University of Utah Health PlansminorLocal Utah health insurance carrier partner for individual and family plans.
- Altius AdvantraminorMedicare Advantage plan carrier partner serving select Utah counties.
Scale indicators1 record
Recent moves3 records
Expansion highlights4 records
Continental Insurance Agency competitors and assessment
Company assessmentBroad incumbents
- Aon (Health & Benefits): Global insurance and benefits brokerage with a substantial U.S. employer benefits practice. Overlaps with Continental's small-group employer benefits segment but serves large employers with a much broader risk-and-human-capital portfolio.
- Brown & Brown: Large U.S. insurance brokerage with significant employee benefits and personal lines segments. Comparable to Continental as a multi-carrier broker for health/benefits, though operating through many regional offices and at national scale.
- Marsh McLennan: Global insurance brokerage and risk advisory firm with U.S. health and benefits brokerage capabilities. Compares to Continental in broker/agency function but operates at enterprise scale across all major commercial lines.
Emerging players
- HealthCare.gov (CMS Federal Exchange): Federal ACA marketplace where consumers can directly compare and enroll in individual/family health plans. Directly competitive with Continental's individual & family segment, as it disintermediates the broker for self-directed ACA buyers.
Direct peers
- eHealth: Online health insurance marketplace offering individual/family, Medicare, and small-group plans from multiple carriers. Comparable to Continental as a multi-carrier broker for individual/family and Medicare health insurance, with the key difference of being a scaled online platform rather than a local agency.
- GoHealth: Online Medicare-focused insurance brokerage that connects beneficiaries with Medicare Advantage, Supplement, and Part D plans from multiple carriers. Directly comparable to Continental's Medicare segment business model and its multi-carrier broker/agency structure.
- HealthMarkets: National insurance brokerage distributing individual, family, Medicare, and small-group health plans from multiple carriers through a network of licensed agents. Closely comparable operating model to Continental's licensed-agent, multi-carrier, multi-segment approach.
- SelectQuote: Direct-to-consumer insurance brokerage that sells term life, final expense, auto, home, and Medicare Supplement/Advantage plans through agent-led phone sales. Highly comparable to Continental's sales-led, multi-carrier, multi-product brokerage model, though operating nationally and at far larger scale.
Regional players
- SelectHealth: Utah-domiciled not-for-profit health insurer and one of Continental's core carrier partners. Comparable as a Utah-focused health insurance provider, with overlap on individual/family, group, and Medicare Advantage products in the same SLC/Provo/Sandy geography.
- Regence BlueCross BlueShield of Utah: Regional BlueCross BlueShield carrier operating in Utah and a key carrier partner for Continental across individual, group, and Medicare lines. Comparable as a Utah-focused health insurer competing for the same customer base.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Continental Insurance Agency social profiles
Digital presenceContinental Insurance Agency compliance and trust
Trust signalCompliance1 record
Continental Insurance Agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
Continental Insurance Agency leadership team
Management profileNumber of profiles
Profiles1 record
Continental Insurance Agency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Continental Insurance Agency M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Continental Insurance Agency
What does Continental Insurance Agency do?
Continental Insurance Agency is a Salt Lake City-based insurance brokerage that sells health, dental, life, Medicare, and small-group benefits policies to individuals, families, and small employers across Utah. It represents multiple insurance carriers and earns revenue through carrier-paid commissions on placed policies. The agency operates as a local intermediary, providing consultation and comparison shopping rather than underwriting its own coverage.
Is Continental Insurance Agency a public or private company?
Continental Insurance Agency is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Continental Insurance Agency founded?
Continental Insurance Agency was founded in 1996. It employs 1 to 10 people.
Where is Continental Insurance Agency based?
Continental Insurance Agency is headquartered in Salt Lake City, United States, in the North America region.
How does Continental Insurance Agency make money?
One revenue line is on record: insurance Commissions.
Who are Continental Insurance Agency's main competitors?
Broad incumbents on record are Aon (Health & Benefits), Brown & Brown and Marsh McLennan. HealthCare.gov (CMS Federal Exchange) is listed as an emerging player. Direct peers are eHealth, GoHealth, HealthMarkets and SelectQuote. Regional players are SelectHealth and Regence BlueCross BlueShield of Utah.
Does Continental Insurance Agency have an API?
No public API is recorded for Continental Insurance Agency.