Vibrant Insurance Group

What Vibrant Insurance Group does

Vibrant Insurance Group is an independent insurance advisory agency headquartered in West Des Moines, Iowa, providing customized personal and commercial insurance planning. Originally founded in 1978 as Miller, Fidler & Hinke Insurance Agency, the firm rebranded under its current name in March 2023. As of August 2025, it operates as a subsidiary and Western Region platform of TRICOR Insurance, following a merger that extended its geographic footprint across the Midwest while preserving local leadership under President & CEO Joey Hinke. The firm serves individuals, families, and small-to-mid-size businesses across Iowa, Illinois, and broader Midwest markets, offering personal lines (homeowners, auto, renters, umbrella, life, disability, pet through Figo), commercial lines (general liability, commercial property, workers' compensation, cyber), and specialty coverages including farm property and trucking.

The business is fundamentally a commission-based independent agency model: Vibrant does not underwrite risk but earns carrier commissions for placing and managing policies across multiple national, super-regional, and small mutual insurance carriers. Technology is a thin layer — the core stack consists of website-based quote intake, online policy change forms, carrier portal integrations, and standard agency management workflows rather than a proprietary platform. Recent product additions (e.g., Figo pet insurance, cyber insurance, mortgage lender referral services) are largely delivered through carrier partnerships or technology integrations rather than internal build. The team of approximately 24 employees is structured around Personal Service, Commercial Service, and Sales teams supported by functional VPs in Operations, Marketing, and HR, with roughly 300 combined years of insurance expertise cited.

Growth has been executed through regional roll-up: a 2011 J.A. Hinke / Miller and Fidler merger more than quadrupled revenue over 12 years, followed by the 2023 Your Insurance Services (Quad Cities) merger, the January 2025 Donaghy Kempton Insurors acquisition (adding trucking vertical expertise), and the August 2025 TRICOR Insurance merger (national scale and carrier breadth). Marketing is community-driven and content-led, leveraging a blog, organic social (Facebook, Instagram, LinkedIn), local sponsorships (Waukee events, Des Moines Buccaneers), and mortgage-lender referral partnerships. Revenue is not publicly disclosed, and the firm offers no proprietary technology or AI capabilities; competitive advantage rests on multi-carrier access, local relationships, and the talent depth of its senior account executives.

Name

Vibrant Insurance Group

Legal name

Vibrant Insurance Group Inc

Website

https://vibrantins.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Vibrant Insurance Group is an independent insurance advisory agency in West Des Moines, Iowa, now operating as the Western Region platform of TRICOR Insurance following an August 2025 merger. It places personal, commercial, and specialty insurance with multiple carriers for SMB and individual clients across the Midwest.

Ownership category

akta.pro rank

Product category

Insurance Agency Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Large Commercial Package (National Accounts) (FSAJAFAC)

akta.pro secondary industries

Fully Insured Group Health Plans (Employer-Sponsored) (FSAIAFAA), Commercial Vision Insurance Plans (Employer-Sponsored) (HLAEAJAA)

Keywords

• Independent insurance agency
• Commercial insurance brokerage
• Personal lines insurance
• Commercial lines coverage
• Farm and agricultural insurance

Headquarters

HQ city

Waukee

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Advisory and Agency Services: Vibrant Insurance Group operates as an independent insurance agency, earning commissions from insurance carriers for placing and managing insurance policies for clients. Revenue comes from commissions on personal insurance (home, auto, renters), commercial insurance (business property, liability, workers' comp), life insurance, disability insurance, and specialty lines like cyber insurance and pet insurance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Vibrant Insurance Group is an independent insurance agency that provides customized personal and commercial insurance planning. The agency earns commissions by placing clients with multiple national, super-regional, and small mutual insurance carriers across personal lines (home, auto, life, disability, umbrella, pet), commercial lines (property, workers' comp, general liability, cyber), and specialty coverage (farm property).

Product overview

Vibrant Insurance Group is an independent insurance advisory agency providing customized personal and commercial insurance planning. The company offers a comprehensive portfolio of insurance products including Personal Lines (homeowners, auto, renters, umbrella, pet insurance through Figo), Commercial Lines (general liability, workers' compensation, commercial property, cyber insurance), and specialty coverage (farm property, life and disability insurance). The firm differentiates through its carrier partnerships, offering multiple insurance carriers to find customized coverage solutions for individual and business clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Customized insurance planning for individuals covering homes, vehicles, and personal property needs, including homeowners, auto, and renters coverage.
• Commercial Insurance Business insurance coverage including commercial property, general liability, workers' compensation, and industry-specific coverage for trucking and business operations.
• Life Insurance Insurance coverage providing financial protection for families and businesses in the event of death, often utilized in business succession planning.
• Disability Insurance Income protection coverage for individuals and business owners in case of disability, including short-term and long-term options.
• Umbrella Policies Additional liability coverage above and beyond standard home and auto policies, providing extra protection against catastrophic losses from accidents, injuries, or lawsuits.
• Pet Insurance Pet insurance offered through partnership with Figo, covering accidents, illnesses, wellness care, and chronic conditions for dogs and cats with worldwide vet access.
• Farm Property Coverage Specialized coverage for farms including hobby farms, acreage, and full business operations, with options for blanket and scheduled coverage on equipment, buildings, and livestock.
• Cyber Insurance Protection for businesses against cyber threats including ransomware, social engineering fraud, and data breaches with coverage for first-party, third-party, and cybercrime losses.
• Workers' Compensation Coverage protecting businesses and employees when workplace injuries occur, including guidance on Experience Modification Rate (MOD) management.
• Renters Insurance Coverage for tenants renting apartments, houses, or other properties, including personal belongings, liability, and temporary housing coverage.
• Mortgage Lender Services Insurance services designed for mortgage lenders including fast quote turnaround, carrier shopping, and coordination for borrower coverage needs to support loan closings.
• Commercial Property Insurance Coverage for business properties including buildings, equipment, and inventory with options for flat-rate or percentage deductibles and wind/hail coverage.
• Homeowners Insurance Coverage for residential properties protecting against property damage, liability, and including options for replacement cost and actual cash value coverage.

Quantifiable outcome

• Over 300 combined years of expertise across the team
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• TRICOR InsurancecoreStrategic or Co-development Partner · 1 August 2025In August 2025, Vibrant Insurance Group merged with TRICOR Insurance, a national independent insurance company founded 80 years ago (1945) in Wisconsin. Vibrant becomes a TRICOR company while retaining local identity and leadership. Joey Hinke continues as President of TRICOR Western Region and sits on the Executive Council. The merger expands Vibrant's service offerings and geographical footprint with locations throughout the Midwest while maintaining local community focus.
• Donaghy Kempton Insurors (DKI)coreStrategic or Co-development Partner · 1 January 2025DKI, founded in 1975 by Larry Donaghy and Jack Kempton, was acquired by Vibrant Insurance Group effective January 1, 2025. The mid-size insurance advisory firm moved all operations and employees to Vibrant's West Des Moines offices. DKI brings expertise in trucking and business industries, complementing Vibrant's innovative personal and commercial lines coverage options.
• Des Moines BuccaneersminorGTM or Marketing Partner · 1 January 2025Vibrant Insurance Group became the official insurance partner of the Des Moines Buccaneers hockey team, providing marketing visibility and community engagement opportunities.
• Your Insurance Services, LLCcoreStrategic or Co-development Partner · 1 July 2023Vibrant Insurance Group merged with Your Insurance Services, LLC headquartered in Moline, Illinois. This merger expanded Vibrant's presence to the Quad Cities area while adding seven employees to the team. All services to Illinois and Iowa clients remain the same.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Others

• Marsh McLennan Agency:

Broad incumbents

• Brown & Brown Insurance: Large publicly traded independent insurance agency headquartered in Florida with extensive Midwest operations. Comparable multi-carrier independent agency model and M&A-driven growth strategy, but operates at vastly greater scale across personal, commercial, and benefits lines nationally.
• HUB International: Major North American insurance brokerage owned by private equity (Hub International) with strong Midwest presence. Comparable multi-carrier brokerage model and acquisition strategy, but operates globally with employee benefits, personal lines, and specialty practices far beyond Vibrant's current scope.
• Arthur J. Gallagher & Co. Global Fortune 500 insurance brokerage and risk management firm with significant Midwest operations. Comparable in offering commercial P&C, personal lines, and specialty coverages; Gallagher's massive scale and global reach position it as a competitor for larger Midwest commercial accounts that Vibrant may target post-TRICOR merger.

Direct peers

• IMA Financial Group: Denver-headquartered independent insurance brokerage with Midwest operations offering commercial, personal, and benefits brokerage. Comparable independent agency model, multi-carrier distribution, and similar growth-via-tuck-in M&A playbook that Vibrant is now executing.
• Cottingham & Butler: Dubuque, Iowa-based independent insurance brokerage and consulting firm serving commercial clients nationally. Comparable to Vibrant in independent agency structure and Midwest roots, with broader specialty commercial capabilities (transportation, construction, energy) that overlap Vibrant's trucking and construction niches.
• TrueNorth Companies: Cedar Rapids-headquartered independent insurance and risk management firm serving commercial and personal clients across the Midwest. Comparable to Vibrant in independent agency model, Midwest geographic concentration, and focus on specialty commercial lines including construction and trucking.
• Assurex Global: Network of large independent commercial insurance and risk management brokerages across the U.S. and globally. Vibrant could leverage an Assurex-style partner network for larger commercial accounts; structurally comparable as a peer of large independent agencies pursuing regional consolidation.
• Holmes Murphy & Associates: Iowa-based independent insurance brokerage offering personal, commercial, and employee benefits across the Midwest. Closely comparable to Vibrant in size, geography, multi-carrier agency model, and community-rooted go-to-market; Holmes Murphy is a direct regional competitor for Iowa-based personal and commercial clients.

Regional players

• Bankers Life Insurance: Midwest-focused insurance carrier (subsidiary of CNO Financial) distributing life, health, and supplemental Medicare products through captive agents. Comparable Midwest geographic concentration and individual client focus, but operates a captive carrier-agent model rather than Vibrant's independent multi-carrier approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VibrantIns
• LinkedInlinkedin.com/company/vibrant-insurance-group
• Instagraminstagram.com/vibrantinsgrp

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 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 Vibrant Insurance Group