Mark Baker Insurance Agency

What Mark Baker Insurance Agency does

Baker & Carey Insurance Agency is a family-owned independent insurance agency established in 1968 and headquartered in Waco, Texas, serving individuals, families, and small businesses across Central Texas. The agency represents six carriers — Progressive, Texas Security General, Texas Star, Affirmative, Aggressive, and Logic — and distributes their products through a sales-led model combining phone, online quote requests, in-person consultations, and an educational content marketing program on its website.

The product portfolio spans personal lines (Auto, Homeowners, Renters, Boat, RV, Classic & Collector Car, Life and Health guidance), niche risk products (Tornado Coverage at $88/year, Food Truck Insurance), and adjacent services (Surety Bonds, Notary Services). The firm holds no proprietary technology platform; quoting, policy administration, and servicing rely on carrier systems and manual agent workflows.

The business model is commission-based revenue on placed policies, with no disclosed subscription fees, funding, or external ownership. Pricing is individualized per quote rather than published. The agency has earned Progressive's Peak Performer Award for Outstanding Sales Records and operates from a single location (Mon–Fri 8:30AM–5PM, Saturday by appointment).

Name

Mark Baker Insurance Agency

Legal name

Baker & Carey Insurance Agency

Website

https://bakerandcareyinsurance.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned independent insurance agency founded in 1968 in Waco, Texas, distributing personal and small-commercial policies from six carriers to Central Texas households and small businesses.

Ownership category

akta.pro rank

Product category

Personal Lines Insurance

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Independent insurance agency
• Personal lines insurance
• Auto insurance coverage
• Homeowners insurance policies
• Insurance brokerage services

Headquarters

HQ city

Waco

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

Revenue model

1. Insurance Policy Sales Commissions: As an independent insurance agency, Baker & Carey earns commissions from selling insurance policies from multiple carrier partners including Progressive, Texas Security General, Texas Star, Affirmative, Aggressive, and Logic. Revenue is generated through policy premiums placed with these carriers, with the agency earning a percentage of each policy sold.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Baker & Carey Insurance Agency is a family-owned independent insurance agency that sells personal and small-business insurance policies sourced from multiple carriers including Progressive, Texas Security General, Texas Star, Affirmative, Aggressive, and Logic. The agency places coverage such as auto, homeowners, renters, boat, RV, classic/collector car, tornado, food truck, surety bonds, life, and health, and earns commission revenue on each policy placed.

Product overview

Baker & Carey Insurance Agency is a family-owned independent insurance agency operating since 1968 in Waco, Texas. The agency offers a comprehensive portfolio of insurance products and services through partnerships with multiple carriers including Progressive, Texas Security General, Texas Star, Affirmative, Aggressive, and Logic. Their product lineup includes: Auto Insurance and Classic & Collector Car Insurance for vehicle coverage needs; Homeowners Insurance and Renters Insurance for residential properties; Boat Insurance and RV Insurance for recreational vehicles; Tornado Coverage offering specialized natural disaster protection; Food Truck Insurance for mobile businesses; Surety Bonds for business licensing and contract requirements; Notary Services for document verification; and Life Insurance and Health Insurance guidance. The agency positions itself as a personalized, customer-focused alternative to larger insurance firms, offering customized coverage solutions tailored to individual and family circumstances in Central Texas.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Auto insurance providing liability coverage, comprehensive coverage, collision coverage, uninsured motorist protection, medical payments, rental reimbursement, and roadside assistance for vehicle owners.
• Homeowners Insurance Homeowners insurance covering dwelling, personal property, other structures, liability to others, medical payments to others, and loss of use for homeowners in Texas.
• Renters Insurance Renters insurance providing personal property coverage, liability protection, and additional living expenses coverage for renters in apartments, duplexes, or rented homes.
• Boat Insurance Boat insurance covering damages and injuries caused to others, comprehensive and collision coverage, navigation within 75 miles of the coast, and US lakes and rivers without requiring a navigation plan or marine survey.
• RV Insurance RV insurance offering custom policies for motorhomes and travel trailers, including full-time RV coverage similar to homeowners policies with personal liability and loss assessment.
• Classic & Collector Car Insurance Specialized insurance for classic and collector cars 20+ years old, featuring agreed value coverage, flexible usage limits, spare parts coverage, roadside assistance, and coverage for modified cars and exotics.
• Tornado Coverage Tornado-specific coverage providing $2,000 to $15,000 in emergency funds for $88 per year, covering repairs, temporary housing, and essential living expenses following tornado damage.
• Food Truck Insurance Comprehensive food truck insurance including general liability, commercial auto coverage, and property and equipment coverage for mobile food service businesses.
• Surety Bonds Surety bond services including license and permit bonds, contract bonds for construction projects, and commercial surety bonds for various business and professional requirements.
• Notary Services Notary public services for legal and financial document verification, including power of attorney, real estate documents, vehicle title transfers, and business contracts.
• Life Insurance Life insurance products for individuals and families in Texas.
• Health Insurance Health insurance guidance including HMO, PPO, EPO, and HDHP with HSA plan options for Waco, Texas residents.

Quantifiable outcome

• Average renter's insurance cost of $168/year ($14/month)
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• Progressive InsurancecoreChannel Partner/ Reseller/ DistributorPrimary carrier partner offering auto, home, and other insurance products. Baker & Carey is a Progressive Peak Performer Award winner recognized for outstanding sales records. The agency offers Progressive policies alongside other carriers.
• Texas Security GeneralcoreChannel Partner/ Reseller/ DistributorTexas-based insurance carrier partner providing insurance products through Baker & Carey Insurance Agency as an independent agent.
• Texas StarcoreChannel Partner/ Reseller/ DistributorInsurance carrier partner offering policies through Baker & Carey Insurance Agency's independent agency network.
• Affirmative InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing coverage options through Baker & Carey Insurance Agency.
• Aggressive InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner offering policies through Baker & Carey Insurance Agency.
• Logic InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing coverage options through Baker & Carey Insurance Agency's independent agency network.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Progressive: Major national personal auto insurer that is also Baker & Carey's largest carrier partner. Represents both the primary supply partner and a direct competitive threat via Progressive's direct-to-consumer channel.
• Acrisure: Large, fast-growing insurance brokerage platform aggregating independent agencies with multi-carrier distribution. Relevant peer as a scaled aggregator of independent agency economics; demonstrates the strategic exit/scale pathway for multi-carrier agencies.
• State Farm: Largest U.S. personal lines insurer distributing through captive agents with comparable personal auto/home/renters product mix. Major incumbent competing for the same Texas families and small-business households.
• Allstate: Large national personal lines insurer with captive agents offering auto, home, and life insurance. Direct incumbent competing for the same Central Texas personal lines households with similar product breadth.

Others

• Arthur J. Gallagher & Co. Global insurance brokerage and risk advisory firm serving commercial and personal clients through multi-carrier distribution. Broad incumbent operating in the same insurance brokerage space, though skewed to larger commercial accounts.

Direct peers

• Higginbotham Insurance & Wealth Management: Texas-headquartered independent insurance agency offering personal, commercial, and specialty lines through multiple carrier partnerships. Most directly comparable peer as a Texas-rooted, multi-carrier independent agency serving local families and businesses with a sales-led approach.
• Robertson Ryan & Associates: Independent personal and commercial insurance agency distributing through multiple carrier partners with emphasis on local service and competitive quoting. Comparable as an independent, multi-carrier agency with similar GTM motion.
• Heffernan Insurance Brokers: Independent insurance brokerage serving personal and commercial clients with multi-carrier access and a relationship-driven sales model. Closely comparable structure to Baker & Carey as a privately held, multi-carrier agency.
• Goosehead Insurance: Independent agency platform distributing home, auto, and specialty insurance through multiple carriers with a sales-led, relationship-driven model. Comparable as an independent, multi-carrier distribution franchise targeting personal lines customers.

Emerging players

• Lemonade: Digital-first insurance carrier using AI-driven underwriting in renters, home, and auto. Emerging direct competitor threatening traditional independent agencies' personal lines economics through a low-friction, app-native model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bakercareyinsure

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 Mark Baker Insurance Agency