Reliable Insurance
Reliable Insurance is a privately-held independent insurance agency in West Lafayette, Indiana, distributing auto, home, renters, business, and life insurance from 14+ carriers to individuals, families, Purdue University affiliates, and local businesses in the Greater Lafayette area.
- Company typePrivate
- Founded2002
- HeadquartersWest Lafayette, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Reliable Insurance does
Reliable Insurance is a privately-held independent insurance agency founded in 2002 and headquartered at 307 Sagamore Pkwy W, West Lafayette, Indiana. The agency distributes personal and commercial insurance products — auto, homeowners, renters, business, and life insurance, plus specialty coverages such as personal umbrella, annuities, surety bonds, key person, and workers' compensation — by comparing policies across more than 14 carrier partners including Progressive, Travelers, Erie, The Hartford, Berkshire Hathaway, Acuity, Grange, Safeco, and American Strategic. Its core customer segments are individuals and families, Purdue University faculty and students (including international scholars served via dedicated Chinese-language capability), and small-to-mid-market local business owners in the Greater Lafayette, Indiana area. There is no proprietary technology platform; the firm operates as a traditional brokerage, supported by an online quote-request form, a service-center request portal, and carrier-linked online payment pages.
Reliable Insurance firmographics
Firmographics- Name
- Reliable Insurance
- Legal name
- Reliable Insurance
- Website
- https://reinso.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Reliable Insurance is a privately-held independent insurance agency in West Lafayette, Indiana, distributing auto, home, renters, business, and life insurance from 14+ carriers to individuals, families, Purdue University affiliates, and local businesses in the Greater Lafayette area.
- Ownership category
- akta.pro rank
Reliable Insurance industry classification
Industry- Product category
- Independent Insurance Agency
- NAICS
- Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331), Life Insurance (6311)
- akta.pro primary industry
- Full-Coverage Personal Auto Insurance (FSAJAAAF)
- akta.pro secondary industries
- Non-Participating Whole Life Insurance (FSAIABAJ), Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA), Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD)
Keywords
Where Reliable Insurance is headquartered
LocationHeadquarters
- HQ city
- West Lafayette
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Reliable Insurance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Commission Revenue: Reliable Insurance operates as an independent insurance agency earning commissions from multiple insurance carrier partnerships. They compare and sell insurance policies (auto, home, renters, business, life) from various carriers and receive commission-based compensation for each policy placed.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Reliable Insurance product offering
Product offeringCore offering
Reliable Insurance is a local independent insurance agency that compares and brokers insurance policies from over 14 leading insurance carriers for individuals, families, Purdue University faculty and students, and small business owners. The agency sells personal lines (auto, homeowners, renters, life) and commercial lines (business auto, general liability, commercial property, workers' compensation, umbrella, surety bonds) across the Greater Lafayette, Indiana area, earning commissions from carrier partners for each policy placed.
Product overview
Reliable Insurance is an independent insurance agency offering a portfolio of insurance products and services primarily for individuals, families, and businesses in the Greater Lafayette, Indiana area. The company provides five core personal insurance products (Auto, Homeowners, Renters, Business, and Life Insurance) along with personal umbrella and annuity offerings. Business insurance includes specialized sub-products such as Business Auto, Commercial General Liability, Commercial Property, Commercial Umbrella, Workers' Compensation, Disability Insurance, Key Man Insurance, Surety Bonds, and Business Continuation Planning. The agency operates as an independent broker representing multiple insurance carriers, enabling comparison shopping for customers. Service features include an online payment portal linking to carrier payment systems and a service center form for policy modifications. The company also offers Chinese-language services for international clients, particularly Purdue University students and faculty.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Insurance Vehicle coverage protecting against accidents, liability, theft, and damage. Offers bundling options with home and renters insurance for savings.
- Homeowners Insurance Protection for residential properties covering dwelling, personal belongings, and liability. Includes flood coverage options as a separate policy.
- Renters Insurance Coverage for personal belongings, liability, and temporary living expenses for tenants renting apartments, condos, or houses.
- Business Insurance Comprehensive commercial coverage including Business Auto, Commercial General Liability, Commercial Property, Workers' Compensation, Commercial Umbrella, Surety Bonds, Key Man Insurance, Disability Insurance, and Business Continuation Planning for local business owners.
- Business Auto Insurance Commercial vehicle coverage protecting business vehicles against damage and third-party liability claims.
- Commercial General Liability Insurance Protection against lawsuits and legal liabilities arising from business operations, products, or mistakes.
- Commercial Property Insurance Coverage for commercial buildings and business assets against property damage perils.
- Commercial Umbrella Insurance Excess liability coverage supplementing primary policies when claim amounts exceed policy limits.
- Workers' Compensation Insurance State-mandated coverage for employee workplace injuries and related medical costs.
- Disability Insurance Income replacement coverage for business owners and employees unable to work due to illness or accident.
- Key Man Insurance Business protection against financial loss from death or disability of a critical employee.
- Surety Bonds Bid, performance, and license bonds guaranteeing contractual obligations for contractors.
- Business Continuation Planning Disaster preparedness and continuity planning to maintain business operations after catastrophic events.
- Buy-Sell Life Insurance Life insurance funding partner buyout agreements upon death or disability.
- Life Insurance Term, whole, and universal life insurance policies for family financial protection, debt coverage, and income replacement.
- Annuities Tax-deferred retirement vehicles with flexible contribution options and income payment structures.
- Personal Umbrella Insurance Excess liability coverage supplementing auto, home, or watercraft policies for additional asset protection.
Quantifiable outcome
- Response to voicemails within 4 business hours
- +2 more outcomes
Companies that use Reliable Insurance
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Reliable Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Reliable Insurance partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Erie InsurancecoreInsurance carrier partner providing auto, home, and other personal insurance products through the independent agency channel.
- Acuity InsurancecoreInsurance carrier partner offering commercial and personal insurance products distributed through the agency.
- American Strategic (ASi)coreInsurance carrier partner providing personal insurance products through the independent agency channel.
- Berkshire Hathaway (BHHC)coreInsurance carrier under the Berkshire Hathaway group offering various insurance products through independent agents.
- Bristol WestminorInsurance carrier partner specializing in non-standard auto insurance.
- EncompassminorInsurance carrier partner offering personal insurance products through independent agents.
- ForemostminorInsurance carrier partner offering specialty insurance products for manufactured homes and other niches.
- Grange InsurancecoreRegional insurance carrier partner providing auto, home, and business insurance products.
- HagertyminorInsurance carrier partner specializing in classic car and collector vehicle insurance.
- The HartfordcoreInsurance carrier partner offering business and personal insurance products including auto and umbrella coverage.
- National General InsuranceminorInsurance carrier partner offering auto and other personal insurance products.
- ProgressivecoreMajor insurance carrier partner providing auto and personal insurance through independent agents.
- SafecocoreInsurance carrier partner (Liberty Mutual subsidiary) offering personal insurance products.
- State AutominorRegional insurance carrier partner offering auto and personal insurance products.
- TravelerscoreMajor insurance carrier partner offering auto, home, and business insurance through independent agents.
- Universal PropertyminorInsurance carrier partner specializing in property insurance products.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Reliable Insurance competitors and assessment
Company assessmentBroad incumbents
- COUNTRY Financial: Midwest-based insurance and financial services carrier with strong agent network across the Midwest. Comparable multi-line product set and geographic overlap with Indiana.
- Auto-Owners Insurance: Midwest-focused P&C carrier distributing exclusively through independent agents. Comparable regional carrier positioning with overlapping product lines and Indiana presence.
- Westfield Insurance: Ohio-based regional P&C carrier distributing through independent agents in the Midwest. Closely comparable carrier-type partner with overlapping Indiana footprint and multi-line product set.
- Erie Insurance: Regional P&C and life insurance carrier that distributes through independent agents — including Reliable Insurance as a channel partner. Highly comparable product portfolio and mutual/regional identity.
Emerging players
- Integrity Marketing Group: Large independent insurance distribution platform that acquires and partners with independent agencies. Relevant as a potential rollup acquirer or strategic comparator for Reliable Insurance's M&A-driven growth path.
Direct peers
- Gregory & Appel Insurance: Indianapolis-based independent insurance agency offering personal, commercial, and employee benefits insurance across Indiana. Most directly comparable as a fellow Indiana independent agency distributing multi-line coverage from multiple carriers.
- Farmers Insurance (Local Agents): Captive insurance carrier with a substantial local-agent network. Direct competitor for personal lines customers in suburban and small-metro markets like Greater Lafayette.
- State Farm (Local Agents): Captive insurance carrier with a large local-agent network selling personal lines (auto, home, life) across the U.S. Direct competitor for personal insurance customers in the Greater Lafayette market.
- Allstate (Local Agents): Captive insurance carrier with a large local-agent network. Direct competitor for personal auto and home insurance customers in the Greater Lafayette area.
Regional players
- Shelter Insurance: Midwest-focused mutual insurance carrier with strong Indiana agent presence. Comparable regional positioning with personal lines focus and independent agent distribution model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Reliable Insurance social profiles
Digital presenceReliable Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reliable Insurance leadership team
Management profileNumber of profiles
Profiles11 records
Reliable Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reliable Insurance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Reliable Insurance
What does Reliable Insurance do?
Reliable Insurance is a local independent insurance agency that compares and brokers insurance policies from over 14 leading insurance carriers for individuals, families, Purdue University faculty and students, and small business owners. The agency sells personal lines (auto, homeowners, renters, life) and commercial lines (business auto, general liability, commercial property, workers' compensation, umbrella, surety bonds) across the Greater Lafayette, Indiana area, earning commissions from carrier partners for each policy placed.
Is Reliable Insurance a public or private company?
Reliable Insurance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Reliable Insurance founded?
Reliable Insurance was founded in 2002. It employs 1 to 10 people.
Where is Reliable Insurance based?
Reliable Insurance is headquartered in West Lafayette, United States, in the North America region.
How does Reliable Insurance make money?
One revenue line is on record: insurance Commission Revenue.
Who are Reliable Insurance's main competitors?
Broad incumbents on record are COUNTRY Financial, Auto-Owners Insurance, Westfield Insurance and Erie Insurance. Integrity Marketing Group is listed as an emerging player. Direct peers are Gregory & Appel Insurance, Farmers Insurance (Local Agents), State Farm (Local Agents) and Allstate (Local Agents). Shelter Insurance is listed as a regional player.
Does Reliable Insurance have an API?
No public API is recorded for Reliable Insurance.
What industry is Reliable Insurance in?
Reliable Insurance's product category is Independent Insurance Agency. Its primary akta.pro industry code is FSAJAAAF, Full-Coverage Personal Auto Insurance, with a secondary code of FSAIABAJ, Non-Participating Whole Life Insurance. Its NAICS code is 524210 and its SIC code is 6411.