MarketPlace 4 Insurance

What MarketPlace 4 Insurance does

MarketPlace 4 Insurance (M4I), founded in 2019 and headquartered in Atlanta, Georgia, is an insurance agency acquisition and holding company that acquires, perpetuates, and operates independent insurance agencies across the southeastern and Mid-Atlantic United States. The company is privately structured as a partnership among three principals — Jerad Kirk (Financial Officer), Adam Herring (Acquisitions Officer), and John L Smith (Sales Officer) — with 51-100 employees operating nine offices across four states (Georgia, Alabama, Mississippi, and Maryland). As of April 2026, M4I's portfolio includes at least seven wholly-owned subsidiary agencies: Meeks Insurance Agency LLC, Lacy West Thomas Agency, Kevin Cunningham Insurance Agency, Mike Gilliam Insurance Agency, Roger Henry Insurance Agency, Reilly Insurance Agency, and Swann Insurance Agency.

M4I's commercial model operates on two axes. The first is B2B: the firm identifies independent agency owners across 11+ states who are approaching succession, retirement, or growth transitions and acquires their books of business, typically retaining the seller and merging operations into existing M4I offices. The second is downstream consumer distribution: through the acquired agency network, M4I distributes personal lines (auto, home, condo, renters, life, motorcycle, boat, umbrella) and commercial lines (business owners package, workers compensation, contractors) using direct appointments with 12+ A-rated carriers including Nationwide, Travelers, Auto-Owners, Progressive/ASI, The Hartford, Safeco, Donegal, Dairyland, and Foremost. Revenue is commission-based, recurring on annual policy renewals, and not publicly disclosed.

The technology stack is intentionally non-proprietary: M4I operates as a traditional insurance brokerage integrator rather than an insurtech. Its competitive differentiation rests on carrier breadth, the acquisition expertise of its leadership (20+ years agency acquisition experience; Adam Herring offers a 10-business-day initial valuation), and a values-driven, legacy-preserving integration model that has produced documented seller satisfaction. No external funding rounds have been disclosed, growth has been organically financed, and the company has no public market listing.

Name

MarketPlace 4 Insurance

Legal name

MarketPlace 4 Insurance LLC

Website

https://marketplace4ins.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

MarketPlace 4 Insurance is a private, partnership-owned insurance agency acquisition holding company that acquires and perpetuates independent insurance agencies across the southeastern and Mid-Atlantic US, distributing personal, commercial, life, and financial products through nine offices and 12+ carrier appointments.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

Keywords

• Insurance agency acquisitions
• Personal lines insurance
• Commercial lines insurance
• Agency perpetuation services
• Multi-carrier insurance brokerage

Headquarters

HQ city

Woodstock

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Operations: MarketPlace 4 Insurance generates revenue through operating a network of independent insurance agencies across multiple states. The company earns commissions from insurance carriers for placing personal lines, commercial lines, life, health, and financial product policies. They work with multiple carrier partners including Nationwide, Travelers, Auto-Owners, Progressive/ASI, National General, Safeco, Universal, The Hartford, Guard Insurance Group, Donegal, Dairyland, and Foremost. Revenue is commission-based, recurring in nature as insurance policies renew annually.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

MarketPlace 4 Insurance is a holding company that acquires independent insurance agencies and operates them as a unified network across multiple states. The company distributes personal lines (auto, home, condo, renters, life, motorcycle, boat, umbrella) and commercial lines (business owners package, workers compensation, contractors insurance) policies on behalf of 12+ A-rated carrier partners. It also provides agency acquisition and perpetuation consulting services to independent agency owners considering succession, retirement, or growth transitions, offering initial valuations within 10 business days and structured succession solutions.

Product overview

MarketPlace 4 Insurance (M4I) is a multi-state insurance agency acquisition and holding company founded in 2019. The company operates a platform model consisting of a central parent entity that acquires independent insurance agencies and manages them under a unified network. M4I's portfolio includes acquired agencies: Marketplace 4 Insurance MS, Kevin Cunningham Insurance Agency, Mike Gilliam Insurance Agency, Lacy West Thomas Agency, and Roger Henry Insurance Agency. The company offers a complete range of insurance products including personal lines (Auto, Home, Condo, Renters, Life, Motorcycle, Boat) and commercial lines (Business Owners Package, Work Comp, Contractors Insurance). M4I differentiates through its agency perpetuation solutions, helping owners transition their legacy businesses while maintaining community presence and team employment.

Differentiator

Problem solved

Functional benefit

Brands

• Marketplace 4 Insurance MS: Insurance agency operating under the M4I umbrella, focusing on Mississippi market

Products and services

• Personal Lines Insurance Products A suite of personal insurance products including Auto, Home, Condo, Renters, Rental Property, Life, Motorcycle, Boat & Jet Ski, and Umbrella coverage offered to individual consumers through the M4I network of acquired agencies and carrier partnerships.
• Commercial Lines Insurance Products Commercial insurance products including Business Owners Package, Workers Compensation, and Contractors Insurance offered to business owners through the M4I network of acquired agencies and carrier partnerships.
• Agency Acquisition and Perpetuation Services Comprehensive agency acquisition consulting services for independent insurance agency owners considering sale, succession, or perpetuation. Includes introductions with leadership, initial valuation with offer within 10 business days, due diligence transparency, financial backing documentation, and flexible succession solutions designed to preserve agency legacy, staff employment, and customer relationships.

Quantifiable outcome

• Valuation offer provided within 10 business days of initial consultation
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and supporting.

• Nationwide InsurancecoreChannel Partner/ Reseller/ DistributorNationwide is a primary carrier partner of M4I, providing personal lines (home/auto), commercial, farm, and life insurance products. M4I offers Nationwide products through their network of agencies. Contact and payment services provided through Nationwide's servicing platforms.
• Travelers InsurancecoreChannel Partner/ Reseller/ DistributorTravelers is a carrier partner providing personal and commercial insurance products through M4I's agency network. Full suite of contact, payment, claims, and policy services available through Travelers platforms.
• Auto-Owners InsurancecoreChannel Partner/ Reseller/ DistributorAuto-Owners provides home, auto, commercial, and life insurance products through M4I agencies. Policy servicing available through Auto-Owners customer center platform.
• Progressive/ASIcoreChannel Partner/ Reseller/ DistributorProgressive/ASI provides home, auto, commercial, motorcycle, and boat insurance through M4I's carrier relationships. Policy management through Progressive's online platform.
• The HartfordcoreChannel Partner/ Reseller/ DistributorThe Hartford is a carrier partner providing personal and business insurance products through M4I agencies. Full claims, payment, and policy services through The Hartford's platforms.
• Safeco InsurancesupportingChannel Partner/ Reseller/ DistributorSafeco provides insurance products through M4I agencies with policy management, claims, and payment services available through Safeco's customer portal.
• National General InsurancesupportingChannel Partner/ Reseller/ DistributorNational General provides auto insurance products through M4I's carrier network with full policy servicing available.
• Universal InsurancesupportingChannel Partner/ Reseller/ DistributorUniversal provides home insurance products through M4I agencies with payment and claims services available.
• Guard Insurance GroupsupportingChannel Partner/ Reseller/ DistributorGuard Insurance Group provides insurance products through M4I with policy management and claims services through Guard's platforms.
• Donegal Insurance GroupsupportingChannel Partner/ Reseller/ DistributorDonegal provides insurance products through M4I's carrier relationships with customer login and claims services available.
• Dairyland InsurancesupportingChannel Partner/ Reseller/ DistributorDairyland provides auto, cycle, and offroad insurance through M4I agencies with online policy management available.
• Foremost Insurance GroupsupportingChannel Partner/ Reseller/ DistributorForemost provides home, auto, recreational, and boat insurance through M4I agencies including Bristol West auto policies. Full claims and payment services available.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Brown & Brown Insurance: Large publicly traded insurance broker with an extensive agency acquisition program across retail and specialty lines; competes with M4I for the same independent agency seller pool but operates at vastly greater scale and broader geographic scope.
• Hub International: Major North American insurance brokerage built largely through acquisitions of independent retail agencies; comparable acquisition-led growth strategy and multi-carrier distribution, with substantially larger resources and national reach.
• Integrity Marketing Group: Large PE-backed insurance distributor acquiring agencies and FMOs primarily in life, health, and annuity markets; adjacent business model and similar roll-up approach, but focused on senior-market distribution rather than P&C personal/commercial lines.

Emerging players

• Foundation Insurance Group: Smaller private agency aggregator acquiring independent agencies in the Southeast; directly comparable regional focus and target seller profile (legacy agency owners), though likely smaller scale than M4I.

Direct peers

• World Insurance Associates: National insurance brokerage aggregator built through hundreds of agency acquisitions; directly comparable acquisition playbook, multi-carrier distribution, and personal/commercial lines focus, though at materially larger scale.
• Hilb Group: Middle-market insurance brokerage acquirer that targets independent agencies for partnership/roll-up; comparable in deal size, multi-state footprint, and reliance on carrier partnerships for personal and commercial lines.
• K2 Insurance Services: Specialty insurance agency holding company that acquires and partners with independent agencies and program managers; comparable acquisition-led model and carrier-relationship distribution, with similar focus on agency perpetuation.
• Highstreet Insurance Partners: PE-backed insurance agency roll-up acquirer focused on perpetuating independent agencies across multiple states; most direct comparable given shared acquisition-led model, mid-market seller focus, and partnership-style integration approach.

Others

• Smart Choice Insurance Agency: Independent insurance agency franchise network offering carriers, technology, and back-office support to affiliated agents; adjacent in enabling independent agency growth, but operates a franchise model rather than outright acquisition.
• Assurex Global: Network of independent commercial insurance brokers collaborating on large accounts; comparable independent-agency distribution model and multi-carrier access, but structured as a partnership network rather than an acquisition roll-up.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/marketplace_4
• Facebookfacebook.com/MarketPlace-4-Insurance-100082998444423
• LinkedInlinkedin.com/company/marketplace-4-insurance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 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 MarketPlace 4 Insurance