What First Choice Agents Alliance does

First Choice Agents Alliance (FirstChoice), a subsidiary of MarshBerry and operating under the legal name FirstChoice, a MarshBerry Company, is a membership-based insurance agency network that aggregates independent insurance agencies across the United States. Founded in 2015 as a wholesale outlet for Nationwide Captive agents seeking commercial market access, the platform has grown to 720+ member agencies spanning 43 states and Washington D.C., collectively controlling more than $19.1 billion in agency-controlled property and casualty premium. FirstChoice reports that member agencies grow at double-digit organic rates, and it has been ranked the #1 Top Agency Partnership by Insurance Journal.

The company's service platform is organized into three interconnected modules: (1) Market Access, which aligns members with 90+ carrier partners across Personal Lines, Commercial Lines, and Excess & Surplus markets; (2) Education & Resources, providing business planning tools and producer and leadership training; and (3) Technology Enablement & Strategic Partners, giving members access to productivity, marketing, security, and administration technology vendors. Members access these resources through a dedicated member portal (fcaamembers.com), with operational touchpoints anchored by the annual FirstChoice In Motion member conference and MarshBerry's broader event portfolio (Peak Performance Summit, Ascend, Impact, 360 Forum, FocalPoint Webinars).

FirstChoice generates revenue primarily through recurring membership fees paid by independent insurance agencies that join the network to access carrier appointments, strategic planning resources, education programs, and technology enablement. The GTM motion is overwhelmingly partnership-driven, combining direct advisory engagement through MarshBerry's consulting team, community-led referral among like-minded independent agency owners, and event-led recruitment. Headquarters is co-located with MarshBerry at 28601 Chagrin Blvd., Suite 400, Woodmere, Ohio, with a headcount in the 11-50 range consistent with a network operator that relies on a lean core team supplemented by MarshBerry's broader advisory and consulting infrastructure. Leadership includes President Keith Captain, SVP Business Strategy & Growth Andrew Katz, SVP Carrier Relations Mike Haselden, SVP Scott Mudger, and VP Education & Strategic Planning Diane Wagner, with Mike Griffin serving as Chief Executive Officer and Diane Wagner as Chief Operating Officer.

Name

First Choice Agents Alliance

Legal name

FirstChoice, a MarshBerry Company

Website

https://fcaalliance.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

First Choice Agents Alliance is a MarshBerry-owned membership network that aggregates 720+ independent insurance agencies across 43 states, providing members access to 90+ carrier partners, education programs, and technology enablement tools in exchange for recurring membership fees.

Ownership category

akta.pro rank

Product category

Insurance Agency Network Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Affinity, Membership & Association Referral Programs (FSAEAMAL)

Keywords

• Insurance agency network
• Commercial market access
• Carrier partnerships
• Insurance aggregator network
• Agency growth solutions

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Network Membership Services: FirstChoice generates revenue through membership fees paid by independent insurance agencies that join the network to access carrier partners, strategic planning resources, technology tools, and education programs. The network provides market access and aggregation benefits that individual agencies cannot achieve independently.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

FirstChoice operates as an insurance agency network and aggregator, recruiting independent insurance agencies to join the network. It provides member agencies access to 90+ carrier partners across Personal Lines, Commercial Lines, and Excess & Surplus, along with strategic planning tools, education programs, technology enablement through strategic partners, and a Risk Placement Team for fast quote turnaround. The membership is delivered with favorable terms (no non-competes, no right of first refusal, favorable exit terms) and enables member agencies to leverage collective scale while remaining independent.

Product overview

FirstChoice is an insurance agency network platform offering growth solutions for independent insurance agencies of all sizes. The platform operates as a unified network providing three interconnected service modules: Market Access (aligning members with carrier partners for commercial market access and incentive compensation), Education & Resources (business planning tools and leadership training programs), and Technology Enablement (strategic partnerships for productivity, marketing, security, and administration tools). The network was created in 2015 as a wholesale outlet for Nationwide Captive agents seeking commercial market access and has since grown to over 720 members across 43 states managing $19.1B+ in agency-controlled property and casualty premium.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Agencies grow at double digits
• +2 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• 90+ Carrier PartnerscoreOthersFirstChoice has established relationships with over 90 carrier partners across Personal Lines, Commercial Lines and Excess & Surplus markets. These carrier partnerships provide member agencies with access to a broad selection of top carrier partners, enabling consistent growth and incentive compensation offerings for members.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Others

• Vertafore: Vertafore is a major insurance agency technology provider (AMS, rater, workflow); FirstChoice routes members toward technology strategic partners, making Vertafore an enabling ecosystem counterpart rather than competitor.
• Applied Systems: Applied Systems is a leading insurance agency management system provider that powers many independent agencies; comparable as a technology enabler in the same agency ecosystem rather than a direct network competitor.
• MarshBerry (parent): MarshBerry is FirstChoice's strategic parent and provides insurance industry investment banking, consulting, and M&A advisory; not a competitor but the closest ecosystem partner and capital source shaping FirstChoice's strategy.

Broad incumbents

• Trusted Choice: Trusted Choice is the consumer-facing brand and member program of Big \"I\" independent insurance agents, providing referrals and marketing resources that partially overlap with FirstChoice's member enablement model.
• Big \"I\" (Independent Insurance Agents of America): Big \"I\" is the largest U.S. trade association for independent insurance agents, offering carrier market access, education, and advocacy that overlap with FirstChoice's member services but at broader scale and scope.

Direct peers

• Strategic Insurance Agency Alliance (SIAA): SIAA is the largest U.S. insurance agency alliance/netwok, serving independent agents with carrier access, education, and back-office resources — the most direct comparator to FirstChoice's network model.
• Smart Choice Agents Network: Smart Choice is an insurance agency network and aggregator recruiting independent agents with carrier access, training, and growth support — closely parallel to FirstChoice's value proposition.
• Insurance Marketing Coalition (IMC): IMC is an insurance marketing organization/agency aggregator providing carrier market access and growth resources to independent agencies, overlapping directly with FirstChoice's market access and education offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/first-choice-agents-alliance
• Instagraminstagram.com/marshberry_inc
• Facebookfacebook.com/firstchoiceagentsalliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 First Choice Agents Alliance