Strong's Insurance

What Strong's Insurance does

Strong's Insurance, Inc. is a privately held independent insurance agency founded in 1921 by Earl W. Strong in Kingman, Kansas. The company operates as a member agency of Sunstar Insurance Group, having joined the platform in July 2018. Strong's brokers personal and commercial insurance coverage on behalf of clients by representing more than 25 national and regional carriers, including Berkshire Hathaway, Chubb, Liberty Mutual, Nationwide, Progressive, The Hartford, and Travelers, alongside regional mutuals such as Kansas Mutual, Farmers Alliance, and Bremen Farmers Mutual. The agency applies a stated minimum A.M. Best B+ financial rating threshold to all underwriters it places business with, and positions its premium volume as a lever for negotiating competitive policy terms and pricing.

The agency's product portfolio spans personal lines (auto, homeowners, renters, life, flood, recreational vehicle, toy vehicle) and commercial lines (business, commercial auto, farm, workers' compensation, cyber liability, special event). Distribution is conducted through eight Kansas offices (Kingman, Anthony, Cheney, Medicine Lodge, Pratt, Maize, El Dorado/Wartick, and Kingman Insurance Agency), supplemented by phone-based quote requests and online quote forms. The agency employs roughly 37 staff, including dedicated producers, account managers, and farm/crop specialists. The 2023 acquisitions of Wartick Insurance Agency and Kingman Insurance Agency expanded the office network to its current footprint, all serving the Kansas market exclusively.

The business model is a commission-based independent agency structure: Strong's earns carrier commissions on placed policies rather than underwriting risk itself. There is no proprietary technology platform; the website is built on Zywave's insurance website builder. Customer acquisition combines in-person consultations, referrals, and content marketing via blog and Facebook. The company is owned and led by Scott Strong (CEO) following his 1990 purchase of the firm with Gloria Theis, and the agency operates with significant autonomy under the Sunstar Insurance Group umbrella.

Name

Strong's Insurance

Legal name

Strong's Insurance, Inc.

Website

https://strongsinsurance.com

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

11–50 employees

Short description

Strong's Insurance is a privately held independent insurance agency founded in 1921 in Kingman, Kansas, operating as a member of Sunstar Insurance Group. It brokers personal, commercial, farm, and specialty insurance through eight Kansas offices, representing 25+ national and regional carriers on a commission basis.

Ownership category

akta.pro rank

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Insurance Commission Revenue: Strong's Insurance operates as an independent insurance agency/broker earning commissions from multiple insurance carriers. They represent all major national insurance companies and many regional carriers, earning commissions when policies are placed with underwriting companies that meet their B+ or better financial rating guidelines from A.M. Best.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Strong's Insurance is an independent insurance agency that brokers personal, commercial, farm, and specialty insurance products on behalf of individuals, families, farms, and businesses across Kansas. The agency represents all major national insurance carriers and many regional carriers, placing client business only with underwriting companies rated B+ or better by A.M. Best. Strong's leverages its premium volume to negotiate competitive policy terms and pricing, focusing on client needs rather than carrier interests across eight Kansas office locations.

Product overview

Strong's Insurance is an independent insurance agency offering a portfolio of insurance products brokered through multiple national and regional carriers. The core product offering includes personal insurance lines (Auto, Homeowners, Life) and commercial insurance lines (Business, Farm). Additional specialized coverage products are offered as add-on modules including Flood, Renters, Commercial Auto, Cyber Liability, Workers' Compensation, Recreational Vehicle, Special Event, and Toy Vehicle insurance. The agency serves Kansas communities from multiple office locations and represents insurance carriers that meet A.M. Best B+ financial rating requirements.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance
• Homeowners Insurance
• Flood Insurance
• Renters Insurance
• Business Insurance
• Commercial Auto Insurance
• Cyber Liability Insurance
• Workers' Compensation Insurance
• Farm Insurance
• Life Insurance
• Recreational Vehicle Insurance
• Special Event Insurance
• Toy Vehicle Insurance

Named customers2 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered standard, core and flagship.

• Accident FundstandardChannel Partner/ Reseller/ DistributorNational insurance carrier represented by Strong's Insurance for placing client coverage.
• AcuitystandardChannel Partner/ Reseller/ DistributorNational insurance carrier represented by Strong's Insurance for placing client coverage.
• Berkshire HathawaycoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier represented by Strong's Insurance for placing client coverage.
• Bremen Farmers MutualstandardChannel Partner/ Reseller/ DistributorRegional insurance carrier focusing on farmers and agricultural operations.
• Buckeye Insurance GroupstandardChannel Partner/ Reseller/ DistributorRegional insurance carrier represented by Strong's Insurance.
• Burns & WilcoxstandardChannel Partner/ Reseller/ DistributorInsurance carrier represented by Strong's Insurance for placing client coverage.
• ChubbcoreChannel Partner/ Reseller/ DistributorPremier national insurance carrier represented by Strong's Insurance for placing client coverage.
• Columbia Insurance GroupstandardChannel Partner/ Reseller/ DistributorNational insurance carrier represented by Strong's Insurance for placing client coverage.
• Continental Western GroupstandardChannel Partner/ Reseller/ DistributorRegional insurance carrier represented by Strong's Insurance.
• Eagle Mutual InsurancestandardChannel Partner/ Reseller/ DistributorRegional insurance carrier represented by Strong's Insurance.
• EMC InsurancestandardChannel Partner/ Reseller/ DistributorNational insurance carrier represented by Strong's Insurance for placing client coverage.
• Everett Cash MutualstandardChannel Partner/ Reseller/ DistributorRegional mutual insurance carrier represented by Strong's Insurance.
• Farmers AlliancecoreChannel Partner/ Reseller/ DistributorAgricultural-focused insurance carrier important for Strong's farm insurance offerings.
• Goodville MutualstandardChannel Partner/ Reseller/ DistributorRegional mutual insurance carrier represented by Strong's Insurance.
• Kansas MutualcoreChannel Partner/ Reseller/ DistributorKansas-based regional insurance carrier providing localized coverage options.
• Liberty MutualcoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier represented by Strong's Insurance for placing client coverage.
• MarkelcoreChannel Partner/ Reseller/ DistributorSpecialty insurance carrier represented by Strong's Insurance for placing client coverage.
• Marysville MutualstandardChannel Partner/ Reseller/ DistributorRegional mutual insurance carrier represented by Strong's Insurance.
• Mid-Continent GroupstandardChannel Partner/ Reseller/ DistributorRegional insurance carrier represented by Strong's Insurance.
• NationwidecoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier represented by Strong's Insurance for placing client coverage.
• Philadelphia Insurance Co.standardChannel Partner/ Reseller/ DistributorSpecialty insurance carrier represented by Strong's Insurance for placing client coverage.
• ProgressivecoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier represented by Strong's Insurance for placing client coverage, particularly for auto insurance.
• The HartfordcoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier represented by Strong's Insurance for placing client coverage.
• TravelerscoreChannel Partner/ Reseller/ DistributorMajor national insurance carrier represented by Strong's Insurance for placing client coverage.
• Upland MutualstandardChannel Partner/ Reseller/ DistributorKansas-based regional insurance carrier represented by Strong's Insurance.
• Sunstar Insurance GroupflagshipStrategic or Co-development PartnerParent company of Strong's Insurance since July 2018. Sunstar is one of the top 50 largest independent agencies in the United States with $400 million in total revenues. Strong's operates as a member agency under the Sunstar umbrella, maintaining their brand identity while benefiting from group resources and carrier relationships.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• IMA Financial Group: IMA Financial Group is an independent broker-dealer and insurance brokerage headquartered in the Midwest, providing commercial and personal lines through carrier relationships. It is comparable to Strong's in serving Midwestern SMBs and individuals via multi-carrier agency arrangements.
• TrueNorth Companies: TrueNorth is a Midwest-focused insurance brokerage and financial services firm offering personal, commercial, and benefits products through multiple offices. It is a direct peer of Strong's in terms of Midwestern regional focus and multi-line agency distribution.
• The Horton Group: Horton is a multi-state independent insurance brokerage and risk management firm offering personal, commercial, and employee benefits products through multiple offices. It is directly comparable to Strong's in multi-carrier representation, agency-style client service, and geographic concentration in the Midwest.
• Holmes Murphy: Holmes Murphy is an independent insurance brokerage with strong Midwest roots and a multi-carrier agency model serving commercial and personal clients. Its regional concentration, agency structure, and SMB/farm-heavy book of business make it closely comparable to Strong's positioning.
• Highstreet Insurance Partners: Highstreet is an independent insurance agency roll-up with member agencies across multiple US states. As a direct competitor in the consolidation of small/mid-market regional agencies under a unified parent, it shares Strong's model of leveraging group scale while preserving local brand identity.
• Leavitt Group: Leavitt Group is a privately held, family-owned independent insurance brokerage serving the Western and Midwestern US with multiple regional offices. Like Strong's, it operates as a member-agency model under a parent, represents multiple carriers, and emphasizes local relationships with multi-line personal and commercial coverage.

Broad incumbents

• Marsh McLennan: Marsh is the world's largest insurance broker and a major risk-management advisory firm. It does not directly compete in Strong's small-Kansas segment but represents the upper bound of the brokerage value chain and competes for larger Kansas commercial accounts where Strong's brokers placement.
• USI Insurance Services: USI is a top-10 US insurance brokerage serving mid-market and larger commercial clients across all 50 states. It overlaps with Strong's on commercial lines distribution and carrier partnerships, but operates at significantly larger scale and with deeper specialty capabilities.
• AssuredPartners: AssuredPartners is one of the largest US independent insurance brokerages, built primarily through acquisitions of regional agencies. It competes with Strong's and Sunstar across the same independent-agency model but operates nationally at far greater scale, providing a reference point for Sunstar's roll-up trajectory.
• Brown & Brown: Brown & Brown is a large publicly traded insurance brokerage with national distribution and a long history of acquiring regional independent agencies. It is comparable as a structural competitor but operates at much larger scale than Strong's standalone.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Strongs-Insurance-Agency-100076012563405
• LinkedInlinkedin.com/company/strongsins

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Strong's Insurance