Morat Insurance

What Morat Insurance does

Morat Insurance Services, Inc. is a family-owned independent insurance agency founded in 1951 by Bill Morat in Memphis, Tennessee, and currently led by his daughter, President Jan Morat Henderson (licensed since 1981). The agency distributes insurance products on behalf of more than 15 carrier partners — including Alfa Insurance, The General, Jupiter Auto, Permanent General, Victoria Insurance, and American Independent Companies — and earns commission revenue on policies sold and renewed. Its product portfolio spans auto, homeowners, life (term and permanent), health, renters, commercial, and supplemental lines such as earthquake and flood insurance.

The company serves individual consumers, families, and small businesses primarily across three Tennessee metros: Memphis, Knoxville, and Nashville. Distribution is multi-channel: walk-in service at the 3942 Park Ave., Memphis headquarters, phone-based inside sales, online self-serve quote forms, and a referral program. Marketing is a mix of a content/SEO blog (dating back to 2013), an email newsletter, and local presence. There is no proprietary technology stack; the website is built on the third-party Insurance Website Builder platform, and the operation is essentially a traditional independent agency running on carrier-provided rater and back-office tools.

The business model is recurring commission-based, with policies typically renewing on 6-month or annual cycles. Pricing is quote-based and varies by risk profile; the agency advertises monthly auto premiums as low as $39.95 and offers zero-down-payment terms. The team is approximately five people — President, an office manager/agent (20+ years experience), two additional licensed agents, and a bookkeeper/CSR — with no external investors, no parent company, and no disclosed funding.

Name

Morat Insurance

Legal name

Morat Insurance Services, Inc.

Website

https://moratinsurance.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

1–10 employees

Short description

Morat Insurance is a family-owned independent insurance agency founded in 1951 in Memphis, Tennessee, distributing auto, home, life, health, renters, and commercial insurance from 15+ carrier partners to consumers and small businesses across Tennessee.

Ownership category

akta.pro rank

Headquarters

HQ city

Memphis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: As an independent insurance agency, Morat Insurance earns commissions from insurance carriers when policies are sold and renewed. Commissions are typically a percentage of the premium paid by the customer. Revenue is recurring as insurance policies require periodic renewals (typically 6-month or annual terms).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Morat Insurance Services is a family-owned independent insurance agency that places and services insurance policies on behalf of consumers and small businesses in Tennessee. The agency represents 15+ insurance carriers and brokers auto, homeowners, life, health, renters, commercial, earthquake, and flood insurance coverage, comparing rates across carriers to match customers with appropriate coverage and pricing. Customers are served through the Memphis office, by phone, and via online quote requests, with monthly payment options advertised from $39.95.

Product overview

Morat Insurance Services operates as an independent insurance agency offering a comprehensive portfolio of insurance products across multiple carriers. The agency provides auto, homeowners, life, health, renters, and commercial insurance, with term life and permanent life insurance variants. As a family-owned independent agency established in 1951, Morat Shopping compares rates among 15+ carrier partners to find optimal coverage and pricing for customers. The company specializes in auto insurance with rates as low as $39.95/month and offers additional specialized coverage including earthquake and flood insurance as separate policies.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance
• Life Insurance
• Homeowners Insurance
• Health Insurance
• Renters Insurance
• Commercial Insurance
• Earthquake Insurance
• Flood Insurance

Quantifiable outcome

• Monthly auto insurance payments as low as $39.95
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core.

• Alfa InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier whose policies Morat Insurance sells as an independent agent. Customers can make payments through Morat's payment portal for Alfa Insurance policies.
• American Independent Companies, Inc.coreChannel Partner/ Reseller/ DistributorInsurance carrier (AIICO) whose policies Morat Insurance sells as an independent agent. Payment portal available through Morat's website.
• The General InsurancecoreChannel Partner/ Reseller/ DistributorAuto insurance carrier whose policies Morat Insurance sells as an independent agent. Payment portal available for policy management.
• Jupiter Auto InsurancecoreChannel Partner/ Reseller/ DistributorAuto insurance carrier partner. Payment portal available for Jupiter Auto Insurance policyholders through Morat's website.
• National LoydscoreChannel Partner/ Reseller/ DistributorInsurance carrier whose policies Morat Insurance sells. Payment portal available for National Loyds policyholders.
• Permanent GeneralcoreChannel Partner/ Reseller/ DistributorAuto insurance carrier partner. Payment portal available for Permanent General policyholders through Morat.
• Victoria InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner. Payment portal available for Victoria Insurance policyholders through Morat's website.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Regional players

• Erie Insurance: Regional multi-line insurer with strong Mid-Atlantic/Midwest presence and an independent-agent model that closely parallels Morat's distribution approach for personal lines.
• Auto-Owners Insurance: Mid-sized multi-line carrier distributed exclusively through independent agents in the Southeast; uses the same independent-agent distribution model Morat operates within.

Broad incumbents

• GEICO: Direct-to-consumer auto insurance giant and the dominant price-competitor in the $39.95/month segment Morat targets; competes on rate without using an independent agent channel.
• Allstate: National personal-lines carrier with captive agents across Tennessee. Competes for the same auto/home/renters customers Morat serves but is single-carrier and direct-to-brand.
• Progressive: Major auto insurer competing on price and bundling, available through independent agents and direct; overlaps heavily with Morat's auto and bundled home/auto offering.
• Hub International: Large insurance brokerage platform aggregating multiple carriers; represents a scaled, institutional version of Morat's independent brokerage model.
• State Farm: Largest US personal-lines insurer with a massive captive agent network in Tennessee. Overlaps with Morat on auto, home, and life but distributes through exclusive agents rather than as an independent broker.
• Nationwide: National multi-line carrier with captive and independent distribution; competes for the same Tennessee households on auto, home, and life insurance.

Emerging players

• Root Insurance: Telematics-driven auto insurer selling direct-to-consumer, competing on price in the same Tennessee auto segment Morat serves without using an agent channel.
• Lemonade: Insurtech using a digital, direct-to-consumer model in renters and homeowners — the segments Morat targets — and represents the structural disintermediation threat to local agencies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/moratinsurance
• Facebookfacebook.com/moratinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Morat Insurance