What Pro Insurance Managers does

PRO Insurance Managers is an independent insurance brokerage founded in 1951 and headquartered in Lakewood Ranch, Florida. The firm distributes personal, commercial, and specialty insurance products to direct selling professionals, small businesses, event organizers, and individual consumers. Since 2005 it has held an exclusive endorsement from the Direct Selling Association (DSA), and it now distributes through more than 100 national associations with stated reach to over 20 million individuals.

The product portfolio spans direct seller liability, event insurance, home-based business coverage, commercial policies, group health/dental/vision/life, pet, cyber, identity theft, and telehealth. Underlying distribution is carrier-mediated: PRO places business with Nationwide (A+ rated), Markel (A rated), and MetLife, with no proprietary technology platform or underwriting capability of its own. Revenue mechanics are standard brokerage commissions on policies placed with these carriers, with cross-sell across affinity-channel members as the primary wallet-share lever.

In 2021 PRO Insurance Managers was acquired by Gallagher Affinity, the affinity-program division of Arthur J. Gallagher & Co., embedding it within one of the largest global insurance brokerage platforms. The company operates with 11-50 employees under CEO Richard C. Fuchs II. Service delivery is relationship-driven rather than technology-differentiated, and the firm's competitive position rests on association-channel access, carrier relationships, and decades of operating history rather than proprietary IP or AI capabilities.

Name

Pro Insurance Managers

Legal name

PRO Insurance Managers, Inc.

Website

https://pro4.us

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

11–50 employees

Short description

PRO Insurance Managers is an independent insurance brokerage founded in 1951, distributing commercial, personal, and specialty insurance products through carrier partnerships and more than 100 national associations, anchored by an exclusive Direct Selling Association endorsement.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Mid-Market Commercial Package (Package Policies) (FSAJAFAB)

akta.pro secondary industries

Professional Liability (E&O) (FSAJAGAC), Basic Group Term Life (Employer-Paid) (FSAIADAA)

Keywords

• Insurance brokerage services
• Commercial insurance programs
• Direct seller liability
• Home business insurance
• Affinity insurance programs

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: PRO Insurance earns commissions from insurance carriers for placing and servicing insurance policies. Compensation comes from usual and customary commissions, fees, or combinations for brokerage and servicing of insurance policies, annuity contracts, guarantee contracts and surety bonds. Also participates in contingent and supplemental commission arrangements with insurers based on volume and profitability goals.
2. Policy Fees and Service Charges: Fees for additional insured certificates ($25 single event, $50 for longer terms), processing fees for enrollments, and service charges as disclosed in compensation documentation.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

PRO Insurance Managers is an independent insurance broker that places and services insurance policies across multiple lines for direct sellers, home-based businesses, small to medium businesses, individuals, and families. The company distributes personal and commercial coverage—headlined by its Direct Seller Liability program exclusively endorsed by the Direct Selling Association—through online quoting, phone-based licensed sales staff, and association partnership channels. Coverage is underwritten by A-rated carriers including Nationwide and Markel.

Product overview

PRO Insurance Managers, powered by Gallagher Affinity, operates as an insurance broker and comparison platform offering a broad portfolio of insurance products and benefit programs. The core offerings include Direct Seller Liability Insurance (the company's flagship product, exclusively endorsed by the Direct Selling Association since 2005), Event Insurance, Commercial Insurance, Home Business Insurance, and Health/Dental/Vision/Life Insurance. The company also provides specialized sub-products tailored for named direct selling companies (Mary Kay, BEMER, David's Bridal) and add-on programs including Cyber/Breach Insurance, Identity Theft Protection (LifeLock), Pet Insurance, Telehealth (MDLIVE), and Group Health & Employee Benefits. A Discounted Services program rounds out the offering with negotiated rates on business services. The company was founded in 1951 and acquired by Gallagher Affinity in 2021. Products are distributed online with licensed customer support and the company partners with top-rated carriers including Nationwide, Markel, MetLife, Aetna, Cigna, and Humana.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct Seller Liability Insurance
• Event Insurance
• Home, Auto, Renters & More
• Health Insurance
• Dental & Vision Insurance
• Life Insurance
• Pet Insurance
• Home Business Insurance
• Commercial Insurance

Quantifiable outcome

• Coverage for over 400 eligible event types
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered flagship, core and standard.

• Gallagher Affinity (Arthur J. Gallagher & Co.)flagshipStrategic or Co-development Partner · 1 January 2021PRO Insurance Managers was acquired by Gallagher Affinity in 2021, expanding and enhancing their product and service offerings. PRO operates as powered by Gallagher Affinity. Gallagher is a global insurance broker and risk management firm.
• Direct Selling Association (DSA)flagshipGTM or Marketing Partner · 1 January 2005Exclusive endorsement since 2005. DSA and member firms represent over 6,000,000 direct sellers nationally. PRO provides exclusively endorsed insurance programs for DSA members including liability, inventory, and event coverage.
• Nationwide Mutual Insurance CompanycoreOthersInsurance carrier for Direct Seller Liability policies. A.M. Best A+ (Superior) XV rated. Listed as #1 Total Small Business Insurer and 7th largest commercial insurance carrier. Provides business insurance through PRO for small businesses and home-based businesses.
• Markel Insurance CompanycoreOthersUnderwrites Direct Seller Liability policies including Mary Kay and other direct seller programs. A.M. Best A (Excellent) rated carrier based in Glen Allen, VA.
• MetLifecoreOthersProvides dental PPO plans (Standard and Comprehensive options) and vision PPO coverage through the Member Benefits Marketplace. Plans include freedom to visit any dentist or PPO network options.
• MDLIVE (Telemedicine)standardTechnology or IntegrationTelehealth partner providing 24/7 access to board-certified physicians and pediatricians by phone, video, or app. Covers 50+ routine medical conditions with prescription capabilities.
• LifeLock (Symantec)standardGTM or Marketing PartnerIdentity theft protection partner. PRO customers receive 10% LifeLock discount. LifeLock provides detect, alert, and restore services for identity protection.
• 100+ National AssociationscoreGTM or Marketing PartnerPRO is endorsed exclusively by over 100 national associations spanning diverse industries. These associations provide access to over 20,000,000+ individuals who can access PRO's insurance programs.
• Mary Kay Inc.coreGTM or Marketing PartnerMary Kay links direct to PRO Insurance for consultant insurance needs. PRO offers exclusive bundled Business Inventory and Liability protection for Mary Kay consultants with $10 discount for bundling.
• BEMER GroupstandardGTM or Marketing PartnerBEMER consultants offered exclusively endorsed Direct Seller Liability through PRO Insurance. Special $215 annual rate for BEMER distributors.
• David's BridalstandardGTM or Marketing PartnerDavid's Bridal vendor-specific insurance plans. $1,000,000 coverage with required certificate naming David's as Additional Insured. 1-year at $245, 2-year at $475.
• American Association of Business Networking (ABN)standardChannel Partner/ Reseller/ DistributorABN membership required to enroll in MetLife dental and vision group plans offered through Member Benefits Marketplace. Provides access to special group rates.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SmartFinancial: US online insurance comparison marketplace serving individuals and small businesses across auto, home, health, and commercial lines. Comparable multi-carrier, multi-line digital distribution model.
• Brown & Brown, Inc. Large US retail insurance broker operating across commercial, personal, and specialty lines. Directly comparable business model to PRO as a multi-line agency/brokerage, though materially larger scale.
• World Insurance Associates: US insurance brokerage that has grown rapidly via acquisition, serving personal, commercial, and affinity/niche segments. Comparable affinity-driven and multi-line brokerage model to PRO.
• Alliant Insurance Services: US specialty insurance broker focused on middle-market and affinity/niche segments. Comparable to PRO in affinity-driven distribution (association endorsements, niche verticals) and multi-line brokerage model.
• Hiscox Inc. Specialist insurer/broker in small business and professional liability (E&O). Targets the same micro-business and freelance customer base as PRO with online direct quoting, though operates as a carrier rather than broker.

Emerging players

• Thimble: Insurtech offering short-term, on-demand general liability for small businesses, event organizers, and freelancers—directly overlapping PRO's event insurance and small commercial products.
• NEXT Insurance: Insurtech focused on small business insurance with automated, digital-first underwriting. Competes for the same micro-business / home-based business segment as PRO with a technology-led model, the inverse of PRO's association-driven approach.
• Simply Business: Online insurance marketplace specializing in small commercial and freelancer coverage. Competes with PRO for the home business and direct seller micro-segment via digital distribution.

Others

• Arthur J. Gallagher & Co. Global insurance brokerage that owns PRO's parent (Gallagher Affinity). Included as an ecosystem participant—PRO operates as 'powered by Gallagher Affinity'—and benchmark for the parent's broader strategy.

Broad incumbents

• Aon plc: Global insurance brokerage and risk advisory firm. Operates broadly in the same industry as PRO but at massive scale; competes for commercial accounts and group benefits placements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/proinsmgrs
• Facebookfacebook.com/PROInsurance

Compliance2 records

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 Pro Insurance Managers