Family First Insurance

What Family First Insurance does

Family First Insurance is an independent insurance agency headquartered at 2507 Nash St NW in Wilson, North Carolina, with a secondary office in Emerald Isle, NC. Founded in 2014 and owned by Mason Lee, the firm operates as a multi-line insurance broker rather than a carrier, representing 16+ insurance companies including GEICO, Progressive, Erie, Foremost, UnitedHealthcare, Blue Cross Blue Shield of North Carolina, and several specialty providers. The agency sells across personal lines (auto, homeowners, motorcycle, high-net-worth), business lines (commercial property, general liability, workers' compensation), life and annuities (term, whole, final expense, fixed annuities, mortgage protection), health (individual/family, disability, long-term care), group benefits (401(k), group health/disability), and Medicare (Advantage, Part D, Supplement). Distribution is relationship-driven through licensed agents across in-person, phone, and online quote channels, supported by content marketing, Yelp reviews, and a Refer-a-Friend program.

The business model is standard independent-agency commission economics: Family First Insurance earns a percentage of premiums paid by customers to the underlying carriers it represents, with no proprietary underwriting technology or risk-bearing balance sheet. The technology stack is conventional — a website-driven quote intake, an EzLynx-powered client service portal, and carrier-supplied rating engines — with no disclosed AI/ML capabilities, APIs, or proprietary platform features. Revenue per customer is highly variable given quote-based pricing across personal, commercial, life, health, and Medicare products, with no publicly disclosed pricing tiers or revenue figures.

The agency serves a fragmented base of individuals, families, and small-to-medium businesses across North and South Carolina, with specialized attention to Medicare-eligible seniors and high-net-worth clients with luxury assets. Membership in the Independent Insurance Agents of North Carolina (IIANC), IIABA, and the Trusted Choice cooperative provides industry affiliation and marketing resources. With approximately seven employees, no institutional investors, no disclosed funding events, and no M&A activity, the firm operates as a founder-owned local agency whose growth levers are limited to organic producer hires, carrier portfolio expansion, and incremental geographic reach.

Name

Family First Insurance

Legal name

Family First Insurance

Website

https://ffins.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Family First Insurance is a founder-owned independent insurance agency in Wilson, North Carolina, representing 16+ carriers to sell auto, home, life, business, health, Medicare, and group-benefit policies to individuals, families, and SMBs across the Carolinas.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency

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), Life Insurance (6311), Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321)

akta.pro industry

PRIMARYFSAJAAAA

Standard Personal Auto Insurance (Liability, Collision & Comprehensive)

Financial & Insurance/Insurance — Motor, Property & Casualty/Personal Auto Insurance

SECONDARYHLAEABAB

Off-Exchange Individual & Family Plans

Healthcare & Life Sciences/Health Insurance & Managed Care/Individual & Family (ACA/Exchange) Health Insurance

SECONDARYFSAIAAAJ

Group Term Life Insurance

Financial & Insurance/Insurance — Life & Health/Term Life Insurance

SECONDARYFSAIAIAA

Individual Disability Income Insurance (Non-Group)

Financial & Insurance/Insurance — Life & Health/Disability Income Insurance (Short- & Long-Term)

Keywords

• Independent insurance agency
• Personal insurance coverage
• Commercial insurance solutions
• Medicare insurance plans
• Group benefits insurance

Headquarters

HQ city

Wilson

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: As an independent insurance agency, Family First Insurance earns commissions from insurance carriers for policies sold and renewed. The agency represents multiple insurance companies and earns a percentage of premiums paid by customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Family First Insurance is an independent insurance agency that sells and services personal, commercial, life, health, group benefits, and Medicare insurance products on behalf of multiple carriers. As an independent agency, it earns commissions from carriers such as Erie Insurance, GEICO, Progressive, Foremost, UnitedHealthcare, and Blue Cross Blue Shield of NC for policies placed and renewed. Customers receive personalized agent consultations, multi-carrier price and coverage comparisons, ongoing policy service, and claims advocacy from offices in Wilson and Emerald Isle, North Carolina.

Product overview

Family First Insurance is an independent insurance agency offering a comprehensive portfolio of insurance products across multiple categories. The company operates as a one-stop shop providing personal insurance (auto, homeowners, motorcycle), business insurance (commercial property, general liability, workers' compensation), life insurance (individual life, final expense, fixed annuities, mortgage protection), health insurance (individual/family, disability, LTC), group benefits (401(k), dental, disability, health, vision), and Medicare plans (Advantage, Part D, Supplement). The agency serves individuals, families, and businesses throughout North Carolina from offices in Wilson and Emerald Isle, working with multiple carrier partners to provide competitive pricing and coverage options.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Coverage for personal and corporate vehicle fleets, including protection against accidents, property damage, collision, comprehensive damages, medical bills, bodily injury, and uninsured/underinsured drivers.
• Homeowners Insurance Protection for homes and personal possessions against damage, vandalism, theft, natural disasters, and liability coverage for injuries on the property.
• Motorcycle Insurance Coverage for motorcycles including property damage, collision, comprehensive damages, medical bills, bodily injury, and protection for custom parts or classic bikes.
• High Net Worth Coverage Specialized coverage for high-value assets including multiple homes, luxury vehicles, private aircraft, yachts, fine art, and precious jewelry.
• Commercial Property Insurance Coverage for business structures, fixtures, furniture, inventory, supplies, equipment, signage, and fencing against storms, fires, natural disasters, theft, and vandalism.
• General Liability Insurance Protection against claims of bodily injury, property damage, damage to rented premises, medical payments, advertising errors, and harm to reputation.
• Workers' Compensation Insurance State-mandated coverage providing medical treatment and partial reimbursement of lost wages for workers injured on the job.
• Individual Life Insurance Term and whole/permanent life insurance policies providing death benefits to beneficiaries; includes individual term life, whole life, and universal life options.
• Final Expense Insurance Coverage for end-of-life costs including funerals, memorials, burials, cremations, and associated expenses averaging over $8,000.
• Fixed Annuities CD-type investment issued by insurance companies providing guaranteed fixed payments, tax-deferred growth, and death benefits for beneficiaries.
• Mortgage Protection Insurance Protection ensuring mortgage payments continue if the breadwinner dies or becomes disabled before the mortgage is paid off.
• Individual & Family Health Insurance Health coverage with various copay, deductible, and coinsurance options for individuals and families, including HMO, PPO, EPO, and POS plans.
• Individual Disability Insurance Income protection providing monthly benefits if the policyholder becomes incapacitated and unable to work due to illness or injury.
• Individual Long-Term Care (LTC) Insurance Coverage for services when individuals cannot care for themselves, including in-home care, nursing homes, assisted living, and adult daycare.
• Group Benefits (401(k), Group Health, Group Disability) Employer benefit packages including 401(k) plans, flexible spending accounts, group dental, disability, health, vision, and long-term care insurance, with potential tax credits up to 50% for small businesses with fewer than 25 employees.
• Medicare Advantage Plans Medicare Part C plans offered by private insurers combining Parts A and B, often including Part D and additional benefits like dental, vision, and hearing.
• Medicare Prescription and Drug Plans (Part D) Medicare Part D prescription drug coverage offered by private insurance companies to lower medication costs.
• Medicare Supplement (Medigap) Medigap insurance helping pay for out-of-pocket costs not covered by Original Medicare, including copayments, coinsurance, and deductibles.

Named customers5 records

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

19 partnerships are on record, tiered core.

• Foremost InsurancecoreChannel Partner/ Reseller/ DistributorForemost Insurance is represented by Family First Insurance as a carrier partner offering various insurance products to customers.
• Erie InsurancecoreChannel Partner/ Reseller/ DistributorErie Insurance is represented by Family First Insurance. They are a major insurance carrier with Fortune 500 status, emphasizing customer service.
• Delta Dental Plans AssociationcoreChannel Partner/ Reseller/ DistributorDelta Dental Plans Association is represented as a carrier partner offering dental insurance products.
• American Modern InsurancecoreChannel Partner/ Reseller/ DistributorAmerican Modern Insurance is represented as a carrier partner offering specialized insurance products.
• GEICOcoreChannel Partner/ Reseller/ DistributorGEICO is represented as a carrier partner, one of the largest auto insurance providers in the United States.
• ERGO NEXTcoreChannel Partner/ Reseller/ DistributorERGO NEXT is represented as a carrier partner offering insurance products to customers.
• Orion 180coreChannel Partner/ Reseller/ DistributorOrion 180 is represented as a carrier partner offering insurance products.
• Neptune Flood InsurancecoreChannel Partner/ Reseller/ DistributorNeptune Flood Insurance is represented as a carrier partner specializing in flood insurance products.
• First Mutual of NCcoreChannel Partner/ Reseller/ DistributorFirst Mutual of NC is represented as a regional carrier partner based in North Carolina.
• Blue Cross Blue Shield of North CarolinacoreChannel Partner/ Reseller/ DistributorBlue Cross Blue Shield of North Carolina is represented as a major health insurance carrier partner.
• Universal Property & CasualtycoreChannel Partner/ Reseller/ DistributorUniversal Property & Casualty is represented as a carrier partner offering property and casualty insurance.
• UnitedHealthcarecoreChannel Partner/ Reseller/ DistributorUnitedHealthcare is represented as a carrier partner offering health insurance and Medicare products.
• The Progressive CorporationcoreChannel Partner/ Reseller/ DistributorThe Progressive Corporation is represented as a major auto insurance carrier partner.
• National General Insurance CompanycoreChannel Partner/ Reseller/ DistributorNational General Insurance Company is represented as a carrier partner offering various insurance products.
• Heritage InsurancecoreChannel Partner/ Reseller/ DistributorHeritage Insurance is represented as a carrier partner offering insurance products.
• Homeowners of America InsurancecoreChannel Partner/ Reseller/ DistributorHomeowners of America Insurance is represented as a carrier partner specializing in homeowners insurance.
• Independent Insurance Agents and Brokers of America, Inc. (IIABA)coreOthersProfessional association membership providing access to industry resources, training, and networking opportunities.
• Trusted ChoicecoreOthersIndependent insurance agent brand and marketing cooperative representing independent agents.
• Independent Insurance Agents of North Carolina, Inc. (IIANC)coreOthersState-level professional association providing advocacy, education, and networking for independent insurance agents in North Carolina.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goosehead Insurance: Independent personal-lines insurance agency with carrier-shopping model serving individuals and families across multiple states, broadly comparable to FF's multi-carrier independent agency positioning. Operates via a franchise/agent network model that scales what FF does locally.

Broad incumbents

• State Farm: Largest US personal-lines insurer operating through a captive agent network; competes with FF for the same auto, home, and life customers in NC/SC but with massive brand recognition, exclusive carrier products, and national scale.
• Allstate: National captive-agency insurer competing across the same personal lines (auto, home, life) that FF represents; offers proprietary products through exclusive agents and increasingly direct digital channels that compete with FF's local agency model.
• Hub International: Major North American insurance brokerage providing personal and commercial coverage through a network of offices; comparable as a multi-line, multi-carrier intermediary serving individuals and SMBs.
• Brown & Brown: Large national insurance brokerage serving commercial and personal lines; relevant as a scaled multi-carrier intermediary showing the institutional endpoint of the independent agency model FF operates in.
• Erie Insurance: A current FF carrier partner, Erie operates its own exclusive agent network in personal and commercial lines; representative of how FF's carrier partners could shift distribution strategy, and a comparable regional personal-lines competitor in many of FF's markets.

Emerging players

• Lemonade: Tech-first direct-to-consumer insurance carrier in renters, home, auto, pet, and life; represents the digital-native competitive threat to traditional independent agencies like FF that rely on relationship-based selling.
• Integrity Marketing Group: Insurance distribution platform that acquires and supports independent insurance and Medicare agencies; relevant as both a potential acquirer of FF and a model showing how independent agencies can scale through aggregation.

Others

• GEICO: Major direct-to-consumer auto insurer that is also a FF carrier partner; representative of the carrier-direct model that increasingly competes with the independent agency channel FF depends on for commissions.

Regional players

• Bankers Insurance Group: Independent insurance agency headquartered in North Carolina serving the Southeast with personal and commercial lines; closely comparable to FF as a regional independent agency with similar product breadth and target customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/famfirstins
• LinkedInlinkedin.com/company/family-first-insurancenc

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 Family First Insurance