Rupp Insurance

What Rupp Insurance does

Rupp Insurance is a privately held independent insurance agency founded in 1973 and headquartered at 40 Executive Dr, Ste C, Carmel, Indiana. It sells personal lines (auto, home, life, health, recreational vehicle, identity theft, personal umbrella, data backup), commercial lines (Business Owners Policies, commercial auto, workers compensation, general liability, industry-specific coverage across 40+ verticals, employee benefits), and financial services (annuities, 401K, retirement plans, mutual funds, IRAs, pension and profit-sharing plans). The agency represents at least eight carriers including American Strategic, Progressive, Nationwide, Travelers, Scottsdale, Universal Property & Casualty, Burns & Wilcox, and Allied, allowing it to shop coverage and bundle home and auto policies for 10–20% premium discounts. Revenue is generated through commissions on policies sold and renewed, billed monthly to clients, with pricing set per quote based on coverage type, limits, deductibles, and risk factors. Go-to-market is sales-led and relationship-driven, anchored on a Carmel office, phone service, website quote-request forms, and annual coverage reviews; the firm is led by Principal R.J. Rupp, Office Manager/Agent Jeanira Sebastian, and Agency Director Jill Paris, with a stated headcount in the 11–50 range.

The technology footprint is modest: a website built on a generic Insurance Website Builder offering online quote request forms, policy management tools, payment processing, and electronic records backup; no mobile app, no public/partner API, no SDK, and no disclosed integrations are present. Distribution combines direct in-person sales at the Carmel office, inside sales by phone, self-serve web quote capture, and the multi-carrier reseller network. Marketing channels include website content, an active Facebook page, community event participation (Indy 500, Bulldog Crawl, OneZone, Westfield Chamber of Commerce), and direct referral-driven customer acquisition, with no paid performance marketing signals documented.

Name

Rupp Insurance

Legal name

Rupp Insurance

Website

https://rjruppinsurance.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Rupp Insurance is a privately held independent insurance agency founded in 1973 in Carmel, Indiana, offering personal, commercial, life, health, and financial services products to individuals and small-to-mid-sized businesses across central Indiana through multiple carrier partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Carmel

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 Commissions: Commission-based revenue from multiple insurance carriers including American Strategic Insurance, Progressive, Nationwide, Travelers, Scottsdale, Universal Property & Casualty, and Burns & Wilcox. Earns commissions on policies sold and renewed.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Rupp Insurance is an independent insurance agency that sells personal and commercial insurance policies on behalf of multiple carriers. It provides auto, home, life, health, recreational vehicle, and commercial/business insurance, plus financial services such as annuities, 401Ks, and retirement plans, serving customers in Carmel, Indianapolis, and surrounding Indiana communities. Revenue is generated through commissions earned on policies sold and renewed with carriers including Progressive, Nationwide, Travelers, and others.

Product overview

Rupp Insurance is an independent insurance agency offering a comprehensive portfolio of insurance products and financial services. The agency operates as a one-stop shop providing personal lines (auto, home, life, health, recreational vehicles) and commercial insurance (business owner's policies, industry-specific coverage, employee benefits). Their offerings include specialized products like SR-22 insurance, Mexican auto insurance, umbrella policies, and data backup services. The agency also provides financial planning services including annuities, 401K plans, IRAs, and retirement planning. They serve the Carmel, Indianapolis, Fishers, Westfield, Noblesville, Zionsville, and surrounding Indiana areas as an independent agency representing multiple insurance carriers.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Comprehensive auto insurance coverage including liability, comprehensive, collision, uninsured/underinsured motorist, SR-22, specialty auto, Mexican auto, roadside assistance, towing, rental reimbursement, PIP, medical payments, and accident/violation forgiveness features for individual drivers and vehicle owners.
• Homeowners Insurance Home insurance coverage for residential properties including property insurance, homeowners liability, renters insurance, condo insurance, condo association insurance, mobile home insurance, scheduled property, landlords insurance, and in-home business insurance for homeowners, renters, and landlords.
• Life Insurance Life insurance products including individual life, group life, long-term care, mortgage protection, disability insurance, second-to-die policy, and key person insurance for individuals, families, and businesses.
• Health Insurance Health insurance offerings including individual and family plans, group health, dental, vision, temporary health, supplemental insurance, medical expense insurance, child health, travel health, prescription insurance, disability, and HSAs for individuals, families, and employer groups.
• Recreational Vehicle Insurance Coverage for recreational vehicles including boat/watercraft, motorcycle, motorhome, ATV, snowmobile, and golf cart insurance for individual recreational vehicle owners.
• Financial Services Financial planning and investment services including annuities, 401K plans, retirement plans, mutual funds, pension plans, profit sharing plans, and Traditional and Roth IRAs for individuals and businesses.
• Commercial Insurance Products Business and commercial coverage including industry-specific insurance (construction, manufacturing, healthcare, technology services, etc.), business policies (BOP, commercial auto, general liability, umbrella, workers compensation, professional liability), and employee benefits (retirement plans, group health, disability, voluntary benefits) for small to mid-sized businesses.

Named customers4 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

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• American Strategic InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Rupp Insurance. Provides personal and commercial insurance products through independent agents.
• Progressive InsurancecoreChannel Partner/ Reseller/ DistributorMajor insurance carrier offering auto, home, and commercial coverage. Policy servicing available through progressive.com.
• NationwidecoreChannel Partner/ Reseller/ DistributorNational insurance carrier providing auto, home, and business coverage options through Rupp Insurance agency.
• Travelers InsurancecoreChannel Partner/ Reseller/ DistributorMajor commercial and personal lines insurance carrier. Claims and policy servicing available through Travelers platform.
• Scottsdale Insurance CompanycoreChannel Partner/ Reseller/ DistributorInsurance carrier providing commercial coverage options through independent agents like Rupp Insurance.
• Universal Property & Casualty InsurancecoreChannel Partner/ Reseller/ DistributorProperty and casualty insurance carrier offering home and auto coverage through independent agents.
• Burns & WilcoxcoreChannel Partner/ Reseller/ DistributorInsurance carrier and wholesale broker providing specialty insurance products through independent agents.
• Allied InsurancecoreChannel Partner/ Reseller/ DistributorProvides roadside assistance programs including Sign and Drive service. Allied Insurance's On Your Side service center provides 24/7 claims and customer support.
• OneZoneminorStrategic or Co-development PartnerLocal Carmel area commerce organization. Rupp Insurance is a proud supporter of OneZone community initiatives.
• Westfield Chamber of CommerceminorStrategic or Co-development PartnerLocal business chamber organization. Rupp Insurance supports Westfield Chamber of Commerce and local community initiatives.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• State Farm (agent offices): Captive insurance carrier with thousands of neighborhood agent offices selling auto, home, life, and small-business coverage. Competes head-to-head with Rupp in Indiana suburbs for the same household and SMB insurance dollar, though State Farm agents are restricted to a single carrier.
• Country Financial: Midwest-focused mutual insurer selling auto, home, life, and commercial insurance through local agents. Strong overlap with Rupp's Indiana/Indianapolis territory and customer segments, though operating a captive rather than independent model.

Broad incumbents

• Leavitt Group: Large independent insurance agency network representing many of the same carriers as Rupp (Nationwide, Travelers, etc.). Comparable because both operate the independent-agent model placing personal and commercial lines for SMB and household clients; Leavitt is a much larger regional roll-up of similarly-positioned agencies.
• AssuredPartners: Top-10 U.S. insurance brokerage built largely by acquiring independent agencies like Rupp. Same business model (multi-carrier agency intermediating personal/commercial insurance), just at vastly greater scale through acquisition.
• Brown & Brown, Inc. Public insurance brokerage and agency consolidator. Direct functional peer to Rupp in placing property/casualty and commercial coverages through carrier appointments; differs only in being a large public acquirer rather than a single-office family agency.
• Hilb Group: Mid-Atlantic and Southeast focused insurance brokerage built by acquiring local independent agencies. Operates the same independent-agent model across personal and commercial lines and represents overlapping carrier partners.

Direct peers

• Heffernan Insurance Brokers: Independent insurance brokerage placing personal, commercial, and employee benefits coverages through a panel of carriers. Closest functional peer to Rupp in terms of independent multi-line agency model serving SMBs and households.
• PayneWest Insurance: Regional independent insurance agency serving small businesses and individuals across the Northwest and Mountain West. Comparable to Rupp in product breadth (auto, home, commercial, life, health, financial services) and carrier-representation model.
• Celedinas Insurance Group: Independent multi-line insurance agency placing personal and commercial coverages through major carriers. Same business architecture as Rupp — carrier-representation model with annual coverage reviews.
• Houchens Insurance Group: Midwest-based independent insurance agency offering personal and commercial lines through multiple carriers. Direct comparable to Rupp in geographic focus (regional/Midwest) and independent multi-line agency model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ruppinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Rupp Insurance