What VIU by HUB does

VIU by HUB is a digital personal insurance brokerage platform operated by Hub International Midwest Limited (incorporated in Indiana, headquartered in Chicago) and wholly owned by Hub International Limited, a top-five global insurance brokerage with 25+ years of operating history and 475+ North American offices. Founded in 2018, VIU aggregates real-time comparative quotes from 50+ A-rated insurance carriers (Travelers, Nationwide, Progressive, Liberty Mutual, Allstate, Mercury, and others) across personal lines including auto, homeowners, life, renters, condo, landlord, umbrella, pet (via Fetch), and motorcycle. The cloud-based platform is delivered through a consumer website, iOS/Android mobile applications, a Canopy Connect integration for secure policy import, and an automated renewal-comparison service called Cruise Control. State-licensed VIU Advisors provide phone-based guidance Monday–Friday 8 a.m. to 9 p.m. ET for same-day policy finalization.

The company operates a hybrid go-to-market model combining direct-to-consumer digital quoting with B2B2C white-label embedded partnerships. Notable OEM and institutional partners include American Honda (Honda Insurance Solutions for Honda and Acura customers in all 50 states), FirstService Residential (managed community residents), Spero Financial Federal Credit Union (Spero Insurance Services across the Carolinas and Georgia), Valon Technologies (residential mortgage customers), and Fetch (pet insurance). VIU's revenue is generated primarily through commissions paid by insurance carriers and, in some cases, referral fees from partner providers; the service is free for consumers. In December 2024 VIU acquired Insuritas to deepen embedded insurance infrastructure, and the platform is led by President Bryan Davis under a stated 'build-buy-ally' strategy that emphasizes advisory value over pure digital convenience.

Name

VIU by HUB

Legal name

VIU by HUB LLC

Website

https://viubyhub.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

VIU by HUB is a digital personal insurance brokerage, wholly owned by Hub International, that aggregates quotes from 50+ carriers for consumers and embeds white-label insurance services for partners including Honda, FirstService Residential, Spero Financial, and Valon Technologies.

Ownership category

akta.pro rank

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Carrier Commissions: VIU by HUB earns commissions from insurance carriers when customers purchase policies through the platform. This is the primary revenue stream. The company operates as an independent digital insurance agency, not selling policies from their own insurance company.
2. Referral Fees: In some cases, VIU by HUB may refer customers to partner providers and collects referral fees for those introductions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

VIU by HUB is a digital personal insurance brokerage platform that aggregates comparative quotes from 50+ insurance carriers and pairs instant online quoting with licensed, carrier-neutral advisor support. It sells and services personal insurance lines including auto, homeowners, life, renters, condo, landlord, umbrella, pet, and motorcycle coverage, and earns commissions from carriers on policies purchased through the platform.

Product overview

VIU by HUB is a digital insurance brokerage platform offering comparison quotes and policy management across multiple personal insurance lines. The platform operates as a comparative marketplace aggregating over 50 insurance carriers, paired with licensed advisor services. The core product portfolio includes Auto, Homeowners, Life, Renters, Condo, Landlord, Umbrella, Pet, and Motorcycle insurance policies. Supporting services include the Cruise Control auto-renewal comparison tool and a mobile app for consolidated policy management. The platform is operated by HUB International Midwest Limited, leveraging HUB's 25 years of industry expertise and relationships with A-rated carrier partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle insurance providing financial protection against physical damage, bodily injury, and liability resulting from accidents, covering passengers, vehicles, medical expenses, and property damage; offered to individual consumers via comparison across 50+ carriers.
• Homeowners Insurance Coverage protecting the home structure, personal belongings, and liability against natural disasters, theft, injury, and other unforeseen events; offered to individual homeowners through 50+ carrier partners.
• Life Insurance Term, whole, and universal life insurance policies providing death benefits and cash value accumulation to secure families' financial future; offered to individual consumers via carrier comparison.
• Renters Insurance Coverage protecting tenants' personal property, liability, and loss of use if a rental is rendered uninhabitable by covered events such as fire, theft, or vandalism.
• Condo Insurance Insurance covering condo owners for damage to interior units, personal property, liability, and loss assessment when HOA master policy limits are exceeded.
• Landlord Insurance Property insurance covering damages, lost rental income, and liability for landlords renting properties to tenants, including coverage for short-term rentals such as Airbnb.
• Umbrella Insurance Liability coverage providing additional protection beyond standard auto or homeowners policies, covering attorney fees, medical costs, and property damage when underlying policy limits are reached.
• Pet Insurance Comprehensive pet insurance offered through Fetch, covering cats and dogs for illness, injury, exam fees, breed-specific conditions, and routine care at any U.S. or Canada vet; VIU customers receive 10% off.
• Motorcycle Insurance Coverage for motorcycles and recreational vehicles including street motorcycles, mopeds, scooters, trikes, and golf carts, covering repair, replacement, liability, and bodily injury.
• VIU by HUB Advisors State-licensed independent insurance advisors providing carrier-neutral guidance, same-day policy finalization, ongoing claims assistance, and renewal support for VIU by HUB customers.
• Cruise Control Free automated renewal management service that compares a customer's current policy against options from 50+ carriers before each renewal period and delivers recommendations via email and the account dashboard.

Quantifiable outcome

• 88% of surveyed policyholders desire provider alerts for coverage mismatches
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Spero Financial Federal Credit UnioncoreGTM or Marketing Partner · 4 August 2026VIU by HUB partnered with Spero Financial Federal Credit Union to launch Spero Insurance Services, a licensed agency built and operated by VIU that allows credit union members to access personal insurance coverage from over 40 carriers. The initiative extends financial wellness services into insurance for members across South Carolina, North Carolina, and Georgia. VIU leverages its technology, compliance, and carrier relationships under the Spero Financial brand.
• FirstService ResidentialcoreStrategic or Co-development Partner · 18 February 2026FirstService Residential partnered with VIU by HUB to launch a new resident insurance solution designed to address the insurance coverage gap affecting approximately two-thirds of U.S. homeowners. The program enables residents in managed communities to compare quotes from over 50 top national insurers through VIU by HUB's licensed advisors. FS Insurance Brokers, FirstService Residential's affiliated brokerage, collaborated on the initiative.
• American Honda Motor Co., Inc.flagshipOEM/ Whitelabel/ Licensing Partner · 24 July 2025American Honda Motor Co., Inc. partnered with VIU by HUB to launch Honda Insurance Solutions, a licensed insurance agency providing coverage options for Acura and Honda customers across all 50 U.S. states. The service offers comparative quotes from multiple insurance providers including auto insurance with optional OEM parts coverage using Honda and Acura Genuine Parts. This launch marks the beginning of Honda's broader strategy to integrate insurance offerings into digital vehicle sales platforms and throughout the customer ownership journey.
• Valon TechnologiescoreChannel Partner/ Reseller/ Distributor · 7 January 2025Valon Technologies redirected its insurance services to VIU by HUB after previously partnering with Matic Insurance. Valon aims to enhance the homeownership experience through its residential mortgage services and technology-driven solutions. The company raised $100 million in a Series C funding round, bringing total capital raised to $230 million since its establishment in 2019.
• Fetch (Pet Insurance)coreGTM or Marketing PartnerVIU by HUB partnered with Fetch to offer pet insurance rated 'Excellent' on Trustpilot that covers most care at any vet in the U.S. and Canada. VIU customers receive 10% off every month for a whole year. Fetch handles quoting, onboarding, customer support, and claims processing while VIU refers customers through its platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Policygenius: Digital insurance comparison and brokerage platform aggregating multiple carriers across personal lines (life, home, auto, disability). Closely comparable to VIU by HUB on multi-carrier aggregation, licensed-advisor overlay, and embedded-channel plays.
• Insurify: Digital insurance comparison platform delivering carrier quotes across personal lines. Comparable to VIU on digital UX, multi-carrier aggregation, and advisor-assisted follow-through.
• CoverWallet: Digital commercial and personal insurance brokerage acquired by Aon, offering online quote comparison and advisor-assisted binding. Comparable aggregation-plus-advisor model across personal and small-business lines.
• Insuritas: Embedded insurance-as-a-service platform for banks and credit unions, now part of VIU by HUB following the Dec 2024 acquisition. Closely comparable in B2B2C embedded insurance motion to financial institutions.
• SmartFinancial: Online insurance comparison and brokerage platform aggregating quotes across personal and small-commercial lines, with licensed agents supporting binding. Directly comparable in motion and product mix to VIU by HUB.
• The Zebra: Insurance comparison marketplace focused on auto and home, aggregating quotes from multiple carriers. Directly competes with VIU's core comparison experience for high-volume personal lines shoppers.
• Matic Insurance: Embedded insurance provider for mortgage servicers and lenders; Valon Technologies was previously partnered with Matic before moving to VIU. Direct head-to-head competitor in the mortgage-embedded insurance channel.

Emerging players

• Lemonade: Digital-first insurance carrier using AI-driven UX in renters, home, pet, and auto. Comparable on digital distribution and UX innovation, but competes as a carrier with proprietary underwriting rather than as an aggregator.

Broad incumbents

• Hub International: Parent of VIU by HUB and a top-five global insurance brokerage with 475+ offices. Comparable as the parent platform providing VIU's distribution, carrier relationships, and back-office infrastructure.
• GoCompare / Confused.com: Established insurance price-comparison platforms serving UK consumers across multiple carriers. Comparable aggregation model to VIU, though operating in a different geography with more mature aggregator adoption.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/VIUbyHUB
• LinkedInlinkedin.com/company/viu-by-hub
• Instagraminstagram.com/viu_hub

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&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VIU by HUB