Lane Insurance

What Lane Insurance does

Lane Insurance is a family-owned independent insurance agency founded in 1979 and headquartered at 1225 Sunset Drive in Norwalk, Iowa, serving individuals and small-to-medium businesses across the greater Des Moines metropolitan area. The agency operates as a multi-line intermediary representing nine insurance carriers (Auto Owners, EMC, Nationwide, Progressive, West Bend, IMT, Donegal, Wellmark, and Travelers), enabling it to shop multiple markets on behalf of clients for personal lines (auto, homeowners, life, health, motorcycle, recreational vehicle, watercraft) and commercial lines (commercial auto, general liability, business owners policy, builders risk, workers compensation).

The business is staffed by eight people, four of whom carry the Lane surname (Owner Mike Lane, Account Executive Jim Lane CPCU, and Agents Jill Lane and Dylan Lane), evidencing a generational succession structure. Distribution combines an agent-driven office presence with online self-service quote forms for every product line, a secure customer portal, a Refer-a-Friend program, blog content, and a Facebook page. The agency markets itself on multi-carrier access, ongoing policy monitoring, claims advocacy, and local community involvement (Norwalk Chamber of Commerce).

Revenue is generated through commissions paid by the represented carriers on policies placed, with quote-based pricing and monthly billing. The operating model is intentionally regional with no public evidence of geographic expansion, external funding, or institutional ownership, and the technology stack consists of a standard insurance website with quote, customer service, and policy management functionality.

Name

Lane Insurance

Legal name

Lane Insurance

Website

https://laneinsurance.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1–10 employees

Short description

Lane Insurance is a family-owned independent insurance agency in Norwalk, Iowa, founded in 1979, serving individuals and small-to-medium businesses across the Des Moines metro with personal and commercial lines through nine represented carriers.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency (Personal and Commercial Lines Brokerage)

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industries

Commercial Auto & Fleet Insurance (FSAJAMAB), General Liability Insurance (FSAJAMAE)

Keywords

• Independent insurance agency
• Personal lines insurance
• Commercial insurance brokerage
• Multi-carrier insurance
• Risk management services

Headquarters

HQ city

Norwalk

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 Commissions: As an independent insurance agency, Lane Insurance earns commissions from insurance carriers for policies placed. They represent multiple insurance companies including Auto Owners, EMC, Nationwide, Progressive, West Bend, IMT, Donegal Insurance, Wellmark, and Travelers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Lane Insurance is an independent insurance agency that shops multiple carrier markets on behalf of clients to deliver personal and commercial insurance coverage, including auto, homeowners, life, health, motorcycle, recreational vehicle, watercraft, commercial auto, general liability, business owners policy, builders risk, and workers compensation. As an intermediary, the agency earns commissions from the carriers it represents (e.g., Auto Owners, EMC, Nationwide, Progressive, West Bend, IMT, Donegal, Wellmark, Travelers) and supplements placement with ongoing policy monitoring, risk management, and claims assistance.

Product overview

Lane Insurance is an independent insurance agency offering a comprehensive portfolio of insurance products and risk management solutions for individuals and businesses in Iowa. The agency operates as a single unified offering combining personal lines (auto, homeowners, life, health, motorcycle, recreational vehicle, watercraft) and commercial lines (commercial auto, general liability, business owners policies, workers compensation, builders risk). The agency serves as an intermediary, shopping multiple insurance markets and carriers on behalf of clients to find appropriate coverage at competitive prices.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle insurance coverage protecting against financial loss from accidents, theft, or damage, including liability, collision, comprehensive, medical payments, and uninsured motorist coverage, placed through multiple carriers for individuals.
• Homeowners Insurance Package policy covering damage to home and possessions, liability for injuries or property damage caused to others, and additional living expenses if the home is temporarily uninhabitable.
• Life Insurance Coverage providing financial protection for beneficiaries upon the policyholder's death, available in term and permanent (whole life) varieties.
• Health Insurance Medical coverage including fee-for-service and managed care plans (HMOs, PPOs, POS), covering medical, surgical, hospital expenses, and often prescription drugs, sourced via Wellmark Blue Cross Blue Shield.
• Motorcycle Insurance Specialized coverage for motorcycles including liability, medical payments, collision, comprehensive, and uninsured motorist protection.
• Recreational Vehicle Insurance Coverage for RVs including liability insurance, property coverage for physical damage, vandalism, theft, collision, and personal effects reimbursement.
• Watercraft and Boat Insurance Protection for boats and personal watercraft covering bodily injury, property damage, guest passenger liability, medical payments, and theft.
• Commercial Auto Insurance Business vehicle coverage including liability, collision, comprehensive, medical payments, and coverage for uninsured motorists, with the business named as principal insured.
• General Liability Insurance Protection against bodily injury, property damage, and personal injury claims arising from business operations, premises, or products completed operations.
• Business Owners Policy (BOP) Combined property, liability, and business interruption coverage designed for small-to-medium-sized businesses at reduced cost versus separate policies.
• Builders Risk Insurance Coverage for buildings under construction against physical loss or damage during the building phase.
• Workers Compensation Insurance Coverage for employee workplace injuries, providing fixed monetary awards for medical care and lost income without litigation, as required by most states.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Auto Owners InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Lane Insurance for auto, home, and other personal lines coverage.
• EMC InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Lane Insurance for property and casualty coverage.
• Nationwide InsurancecoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier represented by Lane Insurance.
• Progressive InsurancecoreChannel Partner/ Reseller/ DistributorNational insurance carrier represented by Lane Insurance, known for auto insurance.
• West Bend InsurancecoreChannel Partner/ Reseller/ DistributorRegional insurance carrier represented by Lane Insurance for home and business coverage.
• IMT InsurancecoreChannel Partner/ Reseller/ DistributorRegional insurance carrier represented by Lane Insurance.
• Donegal InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Lane Insurance for various coverage lines.
• Wellmark Blue Cross Blue ShieldcoreChannel Partner/ Reseller/ DistributorHealth insurance carrier represented by Lane Insurance for health coverage.
• Travelers InsurancecoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier represented by Lane Insurance for business and personal lines.
• Norwalk Chamber of CommerceminorOthersLocal business organization that Lane Insurance supports through community involvement and membership.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Allstate (independent agent channel):
• State Farm (independent agent channel): Largest U.S. personal lines insurer, distributing through captive agents in every U.S. market including Norwalk/Des Moines. Overlaps Lane on auto, home, life, and small commercial lines, but State Farm agents are captive to a single carrier.

Direct peers

• Country Financial: Mid-sized mutual insurance group offering personal and commercial lines (auto, home, life, business) through captive and independent agents across the Midwest. Directly comparable to Lane's product mix and Iowa/Midwest geographic focus, though operating at much larger scale.
• Farm Bureau Financial Services: Iowa-headquartered insurance and financial services provider serving rural and small-town markets across the Midwest with personal and commercial lines via exclusive agents. Directly comparable geographic and product overlap with Lane's Des Moines/Iowa book.
• Shelter Insurance: Regional mutual insurer headquartered in Missouri with strong agent distribution in the Midwest, offering auto, home, life, and business products. Comparable to Lane in personal/commercial mix and Midwestern regional focus, though Shelter is itself a carrier rather than an independent agency.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LaneInsuranceagencyinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Lane Insurance