Affiance Insurance Group
Affiance Insurance Group is an independent insurance agency based in Altoona, Wisconsin, brokering Medicare, individual/family, and employer benefit products from multiple carriers for residents of Wisconsin and Minnesota.
- Company typePrivate
- Founded2011
- HeadquartersAltoona, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Affiance Insurance Group does
Affiance Insurance Group is an independent insurance agency founded in 2011 and headquartered in Altoona, Wisconsin, with an additional office in Thorp, Wisconsin. The agency operates as a broker connecting individuals, families, and employers in Wisconsin and Minnesota with insurance products from multiple carriers, operating across three core product lines: Medicare Benefits (supplement plans, Medicare Advantage/Part C, Cost Plans, Medicare Savings Accounts, Part D prescription plans, and ancillary products including dental, vision, critical illness, hospital indemnity, and cancer insurance), Individual & Family Insurance (health insurance on and off the Federally Facilitated Marketplace, health cost sharing, life insurance, disability insurance, short-term medical insurance, and HSAs), and Employee Benefits (disability insurance, HRAs, FSAs, voluntary benefits, COBRA administration, and ICHRA plans). The agency represents 8 Medicare organizations offering 65 products and maintains a broad carrier roster that includes Aetna, Anthem, Humana, United Healthcare, Lincoln Financial, MetLife, Principal, Delta Dental, Unum, and others.
The company has no proprietary technology platform and operates as a traditional brokerage, relying on agent-led service rather than digital automation. Digital touchpoints are limited to a website with quote request forms segmented by product line, OnceHub online scheduling integration, and organic social presence on Facebook and LinkedIn. Katie Zook is the Owner and Insurance Agent with 18 years of industry experience licensed in Wisconsin and Minnesota, supported by a small team including Medicare-focused agents Jenny LaVick and Brian Flynn, Account Administrator Janet Kernan, and Insurance Agent Courtney Berry.
Revenue is generated through insurance commissions across the three product segments, with commission structures that recur on policy renewals. The go-to-market combines direct-to-consumer inbound via website quote forms, phone-based agent-led sales, and field-level employer engagement led by Zook for employee benefit packages. Distribution is direct; the agency does not underwrite or issue policies itself, instead routing placements through its carrier partnerships. The customer base spans Medicare beneficiaries (primary segment), self-employed or part-time individual consumers, and small-to-mid-size employers, with named testimonials from Garbers Electric Motor Repair, Rowley Tool Corp, and Hope Gospel Mission among employer clients.
Affiance Insurance Group firmographics
Firmographics- Name
- Affiance Insurance Group
- Legal name
- Affiance Insurance Group
- Website
- https://affianceinsurancegroup.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Affiance Insurance Group is an independent insurance agency based in Altoona, Wisconsin, brokering Medicare, individual/family, and employer benefit products from multiple carriers for residents of Wisconsin and Minnesota.
- Ownership category
- akta.pro rank
Affiance Insurance Group industry classification
Industry- Product category
- Independent Insurance Agency
- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)
- akta.pro primary industry
- Small Group Health Insurance (2–50/100) (FSAIAFAD)
- akta.pro secondary industries
- Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ), Voluntary/Worksite Critical Illness & Hospital Indemnity (Employee-Paid) (FSAIAKAF)
Keywords
Where Affiance Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Altoona
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Affiance Insurance Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Insurance Commissions - Medicare Products: Revenue generated through commissions from selling Medicare Advantage, Cost Plan, Medicare Supplement, and related insurance products (Prescription Plans, Dental, Vision, Critical Illness, Hospital Indemnity, Cancer Insurance).
- Insurance Commissions - Individual & Family Products: Commissions from health insurance, life insurance, disability insurance, short-term medical insurance, and health savings accounts sold to individuals and families not covered by employer plans.
- Insurance Commissions - Employee Benefits: Commissions from disability insurance, health reimbursement arrangements, flexible spending accounts, voluntary benefits, COBRA administration, and ICHRA plans sold to employers as employee benefit packages.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
Affiance Insurance Group product offering
Product offeringCore offering
Affiance Insurance Group is an independent insurance agency that connects individuals, families, and employers in Wisconsin and Minnesota with insurance products from multiple carriers. The agency sells and provides consultation on Medicare (Advantage, Supplement, Cost Plans, Part D, dental, vision, and supplemental coverage), Individual & Family Insurance (health, life, disability, short-term medical, HSA), and Employee Benefits (group disability, HRA, FSA, voluntary benefits, COBRA administration, ICHRA). The agency earns commissions from carriers and does not issue its own policies.
Product overview
Affiance Insurance Group is an independent insurance agency offering a comprehensive portfolio of insurance products and services across three core areas: Medicare Benefits (supplement plans, advantage plans, cost plans, MSA, prescription coverage, dental, vision, critical illness, hospital indemnity, and cancer insurance), Individual & Family Insurance (health insurance, health cost sharing, life insurance, disability insurance, short-term medical insurance, and HSAs), and Employee Benefits (disability insurance, HRAs, FSAs, voluntary benefits, COBRA administration, and ICHRA plans). The company acts as a broker connecting customers with multiple insurance carriers including Aetna, Anthem, Health Partners, Humana, United Healthcare, and others. The agency primarily serves Wisconsin and Minnesota residents with local Eau Claire-based agents.
Differentiator
Problem solved
Functional benefit
Products and services
- Medicare Benefits Medicare enrollment guidance and supplemental coverage for individuals new to Medicare, turning 65, disabled, or retiring. Coverage includes Supplement Plans, Advantage Plans (Part C), Cost Plans, Medicare Savings Accounts (MSA), Prescription Plans (Part D), Dental, Vision, Critical Illness, Hospital Indemnity, and Cancer Insurance. The agency represents 8 organizations offering 65 Medicare products in the service area.
- Individual & Family Insurance Insurance coverage for individuals and families without employer-sponsored group insurance, including self-employed, part-time, and between-jobs customers. Coverage includes health insurance (on and off the Federally Facilitated Marketplace), health cost sharing, life insurance, disability insurance, accident insurance, short-term medical insurance, and Health Savings Accounts.
- Employee Benefits Strategic employee benefit program services for employers seeking to build comprehensive packages to attract and retain qualified employees. Includes disability insurance, Health Reimbursement Arrangements (HRA), Flexible Spending Accounts (FSA), voluntary benefits, COBRA administration and compliance, and ICHRA Plans.
- Request a Quote Online quote request service connecting Wisconsin and Minnesota residents with insurance agents for no-obligation quotes across Individual/Family Insurance, Medicare Benefits, and Employee Benefits.
Quantifiable outcome
- Additional 2% off renewal rate achieved for one employer client
Companies that use Affiance Insurance Group
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Affiance Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Affiance Insurance Group partnerships and signals
Strategic signalPartnerships
34 partnerships are on record, tiered core.
- AetnacoreMedicare benefits partner offering Medicare Advantage and related insurance products through the agency.
- AnthemcoreMedicare benefits partner offering Medicare products through the agency.
- Health PartnerscoreMedicare benefits partner offering Medicare products through the agency.
- HealthSpringcoreMedicare benefits partner offering Medicare Advantage products through the agency.
- HumanacoreMedicare benefits partner offering Medicare Advantage and related products through the agency.
- MedicacoreMedicare benefits partner offering Medicare products through the agency.
- Medi-SharecoreHealthcare sharing ministry partner offering Medicare-related healthcare sharing options.
- Physicians MutualcoreMedicare benefits partner offering Medicare products through the agency.
- Security Health PlancoreMedicare benefits partner offering Medicare products through the agency.
- United HealthcarecoreMedicare benefits partner offering Medicare Advantage and related products through the agency.
- WPS Health InsurancecoreMedicare benefits partner offering Medicare products through the agency.
- WellcarecoreMedicare benefits partner offering Medicare Advantage products through the agency.
- Ameritas GroupcoreIndividual and family insurance partner offering dental and other insurance products.
- Aspirus ArisecoreIndividual and family insurance partner offering health plans.
- Colonial LifecoreIndividual and family insurance partner offering life and supplemental insurance.
- Common GroundcoreIndividual and family insurance partner offering health plans.
- Dean Health PlancoreIndividual and family insurance partner offering health plans.
- Delta DentalcoreIndividual and family insurance partner offering dental insurance.
- Guarantee Trust LifecoreIndividual and family insurance partner offering supplemental insurance products.
- QuartzcoreIndividual and family insurance partner offering health benefit plans.
- United HealthcarecoreIndividual and family insurance partner offering comprehensive health coverage.
- Allstate BenefitscoreEmployee benefits partner offering voluntary benefits through employers.
- Companion LifecoreEmployee benefits partner offering life and supplemental insurance.
- Delta DentalcoreEmployee benefits partner offering dental insurance plans.
- Group Health CooperativecoreEmployee benefits partner offering health insurance plans.
- Illinois MutualcoreEmployee benefits partner offering life and disability insurance.
- Kansas City LifecoreEmployee benefits partner offering life insurance products.
- Lincoln Financial GroupcoreEmployee benefits partner offering retirement and benefits solutions.
- MetLifecoreEmployee benefits partner offering comprehensive employee benefits.
- PrincipalcoreEmployee benefits partner offering benefits administration solutions.
- SanacoreEmployee benefits partner offering health benefit plans.
- Sun Life FinancialcoreEmployee benefits partner offering life, disability, and dental insurance.
- TrustmarkcoreEmployee benefits partner offering voluntary benefits.
- UnumcoreEmployee benefits partner offering disability, life, and supplemental insurance.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Affiance Insurance Group competitors and assessment
Company assessmentDirect peers
- Goosehead Insurance: Independent insurance agency distributing multiple carrier products across personal and commercial lines. Comparable as a multi-carrier brokerage model, though Goosehead operates at much larger scale nationwide.
- SmartFinancial: Online insurance comparison platform connecting consumers with agents across multiple carriers. Comparable multi-carrier distribution model in health, life, and Medicare lines.
- eHealth: Online health insurance marketplace serving Medicare, individual/family, and small business segments. Comparable in product mix (Medicare, ACA, ancillary) but uses a digital-first model rather than local agents.
- HealthMarkets: Independent insurance agency distributing health, Medicare, and life products from multiple carriers. Highly comparable as a multi-carrier broker focused on individual and Medicare markets.
- Policygenius: Online insurance brokerage distributing life, disability, and health insurance from multiple carriers. Comparable brokerage model but with a digital-first acquisition channel.
- SelectQuote: Direct-to-consumer insurance distributor with a strong focus on Medicare and life insurance products. Highly comparable given Affiance's primary Medicare focus and multi-carrier distribution model.
Broad incumbents
- Assurance IQ: Technology-enabled insurance distribution platform owned by Prudential, distributing health, Medicare, and life products. Comparable in product mix but uses a tech-driven, nationwide model rather than local agents.
- Integrity Marketing Group: Large insurance distributor owning and partnering with independent agencies across multiple product lines. Comparable in that its portfolio includes Medicare-focused agencies, but operates at vastly larger scale as a holding company.
- QuinStreet: Performance marketing and online lead generation company serving insurance carriers and agents. Comparable in that it distributes insurance products through digital channels, though primarily as a lead-gen vendor rather than a brokerage.
Emerging players
- Benefytt Technologies: Insurance-focused technology and distribution platform with emphasis on Medicare and individual health products. Comparable in product focus but operates on a digital-only, direct-to-consumer model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Affiance Insurance Group social profiles
Digital presenceAffiance Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Affiance Insurance Group leadership team
Management profileNumber of profiles
Profiles5 records
Affiance Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Affiance Insurance Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Affiance Insurance Group
What does Affiance Insurance Group do?
Affiance Insurance Group is an independent insurance agency that connects individuals, families, and employers in Wisconsin and Minnesota with insurance products from multiple carriers. The agency sells and provides consultation on Medicare (Advantage, Supplement, Cost Plans, Part D, dental, vision, and supplemental coverage), Individual & Family Insurance (health, life, disability, short-term medical, HSA), and Employee Benefits (group disability, HRA, FSA, voluntary benefits, COBRA administration, ICHRA). The agency earns commissions from carriers and does not issue its own policies.
Is Affiance Insurance Group a public or private company?
Affiance Insurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Affiance Insurance Group founded?
Affiance Insurance Group was founded in 2011. It employs 1 to 10 people.
Where is Affiance Insurance Group based?
Affiance Insurance Group is headquartered in Altoona, United States, in the North America region.
How does Affiance Insurance Group make money?
Three revenue lines are on record. Insurance Commissions - Medicare Products are the primary driver. The others are insurance Commissions - Individual & Family Products and insurance Commissions - Employee Benefits.
Who are Affiance Insurance Group's main competitors?
Direct peers on record are Goosehead Insurance, SmartFinancial, eHealth, HealthMarkets, Policygenius and SelectQuote. Broad incumbents are Assurance IQ, Integrity Marketing Group and QuinStreet. Benefytt Technologies is listed as an emerging player.
Does Affiance Insurance Group have an API?
No public API is recorded for Affiance Insurance Group.
What industry is Affiance Insurance Group in?
Affiance Insurance Group's product category is Independent Insurance Agency. Its primary akta.pro industry code is FSAIAFAD, Small Group Health Insurance (2–50/100), with a secondary code of HLAEABAJ, Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity). Its NAICS code is 524210 and its SIC code is 6411.