Proliability

What Proliability does

Proliability is a U.S. professional liability insurance program administrator that distributes individual malpractice and errors & omissions policies to licensed healthcare professionals, business professionals, and healthcare students. Founded in 1949 and operated as a brand under Association Member Benefits Advisors, LLC (AMBA), the company underwrites its healthcare and nursing policies through Liberty Insurance Underwriters on occurrence-based forms that cover incidents occurring during the policy period regardless of when claims are filed. Proliability's product portfolio spans 20+ healthcare occupations (including nurses, nurse practitioners, physical and occupational therapists, athletic trainers, physician assistants, pharmacists, mental health professionals, dental hygienists, audiologists, and others), 12+ business occupations (accountants/CPAs, architects and engineers, educators, insurance agents, lawyers, real estate agents, registered investment advisors, tax preparers, etc.), and a healthcare-students segment covering student nurses, PA students, and school-wide student blanket programs. Premiums are quoted on an individual, annual basis and range from approximately $85 for employed occupational therapy practitioners to $1,190 for self-employed adult nurse practitioners, with discounts available to members of associated professional associations.

The company's go-to-market combines association-endorsed distribution with direct online and phone sales. It holds sole-endorsed or preferred-provider status with the American Occupational Therapy Association (AOTA, since 1965), the National Athletic Trainers' Association (NATA, Member Perks Provider since 1986), the American Association of Nurse Practitioners (AANP, sole-endorsed since 2008), and the American Academy of Emergency Nurse Practitioners (AAENP), and added a partnership with The DAISY Foundation in April 2026 to support nurse recognition. Individual professionals can obtain quotes, apply, and receive instant approval directly through proliability.com, with phone support staffed by an inside-sales team. Value-added services include the RiskFit® risk management platform (developed with OmniSure Consulting Group), which delivers self-assessment tools, sample policies, checklists, videos, podcasts, articles, and monthly risk-reduction emails, plus an Advice-on-Demand helpline offering 30-minute consultations with risk consultants. The company also administers the Indiana Patient Compensation Fund for Indiana providers.

Proliability is a privately held LLC domiciled in Texas under its parent AMBA, generates revenue through recurring annual premiums on a subscription basis, and operates U.S.-only with no international footprint. It maintains functional offices in Austin, Texas (AMBA headquarters) and Urbandale, Iowa (program administration), and its policies are backed by Liberty Insurance Underwriters Inc.

Name

Proliability

Legal name

Association Member Benefits Advisors, LLC

Website

https://proliability.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Proliability, a 1949-founded insurance program administrator under Association Member Benefits Advisors, distributes individual professional liability, errors & omissions, and malpractice policies to U.S. healthcare professionals, business professionals, and healthcare students primarily through association endorsements and direct online sales.

Ownership category

akta.pro rank

Product category

Professional Liability Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Insurance Carriers and Related Activities (524)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Professional Liability (Errors & Omissions) (FSAJADAB)

akta.pro secondary industries

Medical Malpractice Liability (FSAJADAK), Professional Liability (E&O) (FSAJAGAC)

Keywords

• Professional liability insurance
• Medical malpractice insurance
• Errors and omissions insurance
• Healthcare professional coverage
• Occurrence-based policies

Headquarters

HQ city

Urbandale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Liability Insurance Premiums: Proliability generates revenue through annual insurance premium payments from healthcare professionals, business professionals, and healthcare students. Premiums vary by profession, employment status, coverage limits, and state. The company offers occurrence-based policies that cover incidents occurring during the policy period regardless of when claims are filed.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Proliability sells individual professional liability (malpractice) insurance policies to healthcare professionals, business professionals, and healthcare students across more than 30 occupations, with policies underwritten by Liberty Insurance Underwriters on occurrence-based forms. Core offerings include Healthcare Professionals Liability Insurance, Business Professionals Liability Insurance, and Healthcare Students Insurance, complemented by the RiskFit® risk management platform, Advice-on-Demand consulting, and IPCF administration for Indiana providers.

Product overview

Proliability is a professional liability insurance provider under AMBA, offering customizable liability coverage since 1949. The portfolio consists of three core insurance products: Healthcare Professionals Professional Liability Insurance (covering over 20 categories including nurses, nurse practitioners, athletic trainers, occupational therapists, physical therapists, physician assistants, and other allied health professionals), Business Professionals Professional Liability Insurance (covering accountants, lawyers, real estate agents, architects, engineers, and educators), and Healthcare Students Insurance (covering student nurses, PA students, and student blanket programs). These are complemented by the RiskFit® risk management platform providing educational content and tools for policyholders, and Indiana Patient Compensation Fund administration services for Indiana providers. All healthcare policies are underwritten by Liberty Insurance Underwriters on occurrence policy forms.

Differentiator

Problem solved

Functional benefit

Products and services

• Healthcare Professionals Professional Liability Insurance Individual professional liability (malpractice) insurance for licensed healthcare practitioners across 20+ occupations, including nurses, nurse practitioners, PAs, PTs, OTs, athletic trainers, physicians, pharmacists, dentists, and allied health professionals. Occurrence-based policies underwritten by Liberty Insurance Underwriters provide portable coverage with legal defense costs paid in addition to limits, licensing board reimbursement, HIPAA coverage, and deposition expense protection.
• Business Professionals Professional Liability Insurance Professional liability and errors & omissions insurance for licensed business professionals including accountants/CPAs, architects and engineers, lawyers, real estate agents, K-12 and college educators, insurance agents, registered investment advisors, and tax preparers/bookkeepers.
• Healthcare Students Insurance

Quantifiable outcome

• Policies are backed by Liberty Insurance Underwriters, a global leader in insurance brokerage and risk management

Named customers8 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor, core and flagship.

• The DAISY FoundationminorStrategic or Co-development Partner · 30 April 2026Proliability partnered with The DAISY Foundation, a nonprofit that honors nurses through The DAISY Award program. The partnership aims to support and recognize nurses throughout their careers by combining insurance protection with meaningful recognition of compassionate care. The DAISY Foundation was established in 1999 in memory of J. Patrick Barnes and has honored more than 280,000 nurses across over 7,900 healthcare facilities internationally.
• OmniSure Consulting GroupcoreStrategic or Co-development PartnerProliability partnered with OmniSure Consulting Group, a risk management leader, to provide comprehensive risk management resources to policyholders. This includes the RiskFit® platform with interactive tools, self-assessment, sample policies, checklists, videos, podcasts, and articles. Policyholders also receive access to Advice-on-Demand helpline for 30-minute consultations with risk consultants.
• Liberty Insurance UnderwriterscoreOthersProfessional liability insurance policies are underwritten by Liberty Insurance Underwriters Inc., 175 Berkeley St., Boston, MA 02116. All allied health and nursing policies through Liberty Insurance Underwriters are on occurrence policy forms, providing lifetime coverage for incidents occurring during the policy period.
• American Association of Nurse Practitioners (AANP)flagshipChannel Partner/ Reseller/ DistributorProliability is the only AANP-sponsored provider of professional liability insurance since 2008, offering coverage specifically designed for nurse practitioners including employed and self-employed Adult NPs with premiums starting at $991 and $1,190 respectively.
• National Athletic Trainers' Association (NATA)flagshipChannel Partner/ Reseller/ DistributorProliability has served as the NATA Member Perks Provider since 1986, offering professional liability insurance to athletic trainers with premiums starting at $205. Coverage is available to both members and non-members, with discounts available for NATA members.
• American Occupational Therapy Association (AOTA)flagshipChannel Partner/ Reseller/ DistributorProliability is the only AOTA-sponsored program since 1965, providing professional liability insurance for occupational therapy practitioners with premiums starting at $85 for employed practitioners.
• American Academy of Emergency Nurse Practitioners (AAENP)minorChannel Partner/ Reseller/ DistributorProliability is recognized by AAENP as a trusted resource for liability protection for emergency nurse practitioners.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CM&F Group: CM&F is a long-established direct competitor offering professional liability insurance to healthcare professionals (nurses, NPs, allied health) and business professionals (lawyers, accountants, consultants). Similar distribution model via individual/DTC online applications and association endorsement.
• Healthcare Providers Service Organization (HPSO): HPSO is a direct competitor providing professional liability insurance to individual healthcare professionals, with deep association relationships and a comparable product set (occurrence and claims-made policies, licensing board coverage, risk management resources). It overlaps Proliability most directly in nursing, NP, and allied health segments.
• Nurses Service Organization (NSO): NSO specializes in professional liability insurance for nursing professionals (RNs, NPs, LPNs) and is backed by CNA. It competes head-to-head with Proliability in the nursing and nurse practitioner segments, including via association partnerships with major nursing organizations.

Broad incumbents

• The Hartford: The Hartford is a broad-line insurance carrier offering professional liability and E&O coverage for business professionals (educators, accountants, real estate agents). It overlaps Proliability's business-professionals category as a more diversified, carrier-owned incumbent.
• Aon / Affinity: Aon's Affinity and individual risk practices deliver professional liability and personal-lines solutions through professional and member-based associations — the same association-distribution model that Proliability operates in. Aon is a much larger broker incumbent competing for association endorsement deals.
• Healthcare Professional Liability (HPL) / Medical Protective: Medical Protective (owned by Berkshire Hathaway) is a major healthcare professional liability carrier offering individual and group malpractice coverage. It competes with Proliability for higher-premium physician and large-practice segments but also serves as a balance-sheet alternative in the same professional liability category.

Emerging players

• Hiscox Insurance: Hiscox is a specialty insurer with a strong small-business and professional liability franchise (E&O for accountants, consultants, real estate agents, etc.), overlapping Proliability's business-professionals category and increasingly targeting individual professionals via digital channels.
• Berxi (Berkshire Hathaway Specialty Insurance): Berxi is the digital-native professional liability and medical malpractice arm of Berkshire Hathaway, targeting individual healthcare professionals with a streamlined online experience. It is an emerging challenger in the same individual-malpractice category where Proliability competes for employed and self-employed NPs, PAs, and other clinicians.
• NEXT Insurance: NEXT is a digitally native commercial insurance carrier selling professional liability, general liability, and workers' comp to small businesses and individual professionals. It overlaps Proliability's lower-premium business-professionals segments (real estate agents, accountants, consultants) with a fully online purchase experience.

Others

• Liberty Mutual Insurance: Liberty Mutual is the parent organization behind Liberty Insurance Underwriters, Proliability's underwriting carrier. While not a direct competitor to Proliability's distribution business, Liberty could vertically integrate or shift capacity away, making it the most consequential ecosystem counterparty rather than a peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/proliability
• YouTubeyoutube.com/channel/UCyaFaunUI1uYURRocAOkBVQ
• Facebookfacebook.com/Proliability
• LinkedInlinkedin.com/company/proliability-com
• Instagraminstagram.com/proliabilityinsurance

Revenue estimate

Valuation estimate

Number of profiles

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 Proliability