Heartland Insurance Group
Heartland Insurance Group is a privately held, independent insurance brokerage serving individual consumers and small businesses in Tucson and Sierra Vista, Arizona, distributing Home, Auto, Business, and Mexican insurance via two offices and an online quote platform across 18 carrier partners.
- Company typePrivate
- Founded2006
- HeadquartersSierra Vista, AZ, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Heartland Insurance Group does
Heartland Insurance Group is a privately held, independent insurance brokerage operating in southern Arizona. Founded in 2006 and headquartered in Sierra Vista with a secondary office in Tucson, the firm employs approximately 14 people and serves individual consumers and small business owners in the Tucson metropolitan area and Cochise County. The brokerage distributes Home, Auto, Business, and Mexican (cross-border) insurance through two physical retail offices, phone-based sales, and a third-party online quick-quote platform hosted on agentinsure.com.
The company's core technology footprint is minimal: it functions as an intermediary broker rather than building proprietary insurance products, and relies on a network of 18 carrier partners — including Travelers, Progressive, Safeco, MetLife, Secura, Mercury, Foremost, Stillwater, National General, American Modern, Peak, Dairyland, Hallmark, Philadelphia Insurance, RLI, National Lloyds, Pacific Specialty, and MexiPass — to source coverage for its customers. No AI/ML capabilities, proprietary platforms, patents, integrations, or APIs are documented.
Heartland's revenue model is transactional commission-based: agents shop the carrier network on behalf of each customer and earn carrier-paid commissions on policies placed. Pricing is not publicly disclosed; quotes are provided on request as free no-hassle consultations, with actual policy pricing determined by the underlying carriers. The go-to-market is sales-led and locally focused, leveraging the two office locations, direct phone contact, and online quote requests, with no documented digital marketing or paid acquisition infrastructure beyond the company website.
Heartland Insurance Group firmographics
Firmographics- Name
- Heartland Insurance Group
- Legal name
- Heartland Insurance Group AZ
- Website
- https://heartlandaz.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Heartland Insurance Group is a privately held, independent insurance brokerage serving individual consumers and small businesses in Tucson and Sierra Vista, Arizona, distributing Home, Auto, Business, and Mexican insurance via two offices and an online quote platform across 18 carrier partners.
- Ownership category
- akta.pro rank
Heartland Insurance Group industry classification
Industry- Product category
- Independent Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Retail (Personal Lines) Insurance Brokerage (FSAEADAA)
Keywords
Where Heartland Insurance Group is headquartered
LocationHeadquarters
- HQ city
- Sierra Vista, AZ
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Heartland Insurance Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Insurance Commissions: Heartland Insurance Group operates as an independent insurance brokerage, earning commissions from multiple insurance carriers for policies placed on behalf of customers. Agents shop the carrier network to find best protection and value for each customer.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free quote consultation |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Heartland Insurance Group product offering
Product offeringCore offering
Heartland Insurance Group is a local, independent insurance brokerage that shops multiple insurance carriers on behalf of customers to provide the best protection and value. The brokerage offers Home Insurance, Auto Insurance, Business Insurance, and Mexican auto insurance (via MexiPass) through its network of carrier partners including Travelers, Progressive, Safeco, MetLife, Secura, Mercury, Foremost, Stillwater, National General, American Modern, Peak, Dairyland, Hallmark, Philadelphia, RLI, National Lloyds, and Pacific Specialty.
Product overview
Heartland Insurance Group is a local, independent insurance brokerage offering insurance products through a network of carrier partners. The company provides Home Insurance, Auto Insurance, Business Insurance, and Mexican Insurance (via MexiPass). Rather than offering a single proprietary product, the brokerage acts as an intermediary that shops multiple insurance carriers to find the best protection and value for customers. The company operates offices in Tucson and Sierra Vista, Arizona.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Insurance
Companies that use Heartland Insurance Group
Customer profileSegments3 records
Ideal customer profiles4 records
Heartland Insurance Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Heartland Insurance Group partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered minor.
- TravelersminorTravelers Insurance is one of the carrier partners in Heartland's network. Heartland brokers Travelers policies as an independent agent, offering their insurance products to customers seeking coverage.
- ProgressiveminorProgressive Insurance is a carrier partner in Heartland's network. Heartland offers Progressive auto and home insurance products as an independent broker.
- SafecominorSafeco Insurance is a carrier partner represented through Heartland's brokerage network for customer coverage needs.
- MetLifeminorMetLife is a carrier partner in Heartland's network offering insurance products to customers.
- SecuraminorSecura Insurance is a carrier partner in Heartland's network providing insurance coverage options.
- MercuryminorMercury Insurance is a carrier partner represented through Heartland's independent brokerage.
- Foremost InsuranceminorForemost Insurance Group is a carrier partner in Heartland's network offering specialty insurance products.
- StillwaterminorStillwater Insurance is a carrier partner in Heartland's brokerage network.
- National GeneralminorNational General Insurance is a carrier partner represented through Heartland's independent agency.
- American ModernminorAmerican Modern is a carrier partner in Heartland's network offering specialty insurance products.
- Peak InsuranceminorPeak Insurance is a carrier partner in Heartland's brokerage network.
- DairylandminorDairyland Insurance is a carrier partner represented through Heartland's independent agency.
- Hallmark InsuranceminorHallmark Insurance is a carrier partner in Heartland's network providing coverage options.
- Philadelphia InsuranceminorPhiladelphia Insurance Companies is a carrier partner in Heartland's network for business and commercial coverage.
- RLIminorRLI Insurance is a carrier partner represented through Heartland's independent brokerage.
- National LloydsminorNational Lloyds Insurance is a carrier partner in Heartland's network.
- Pacific SpecialtyminorPacific Specialty Insurance Company is a carrier partner in Heartland's brokerage network.
- MexipassminorMexipass provides online Mexican auto insurance products through Heartland's website. Heartland offers Mexipass Mexican insurance through their online portal for customers traveling to Mexico.
Scale indicators1 record
Recent moves4 records
Expansion highlights2 records
Heartland Insurance Group competitors and assessment
Company assessmentEmerging players
- SmartFinancial: SmartFinancial is a digital insurance marketplace that compares quotes across multiple carriers for personal and commercial lines. It competes with Heartland in the online quote comparison space and represents the digital evolution of independent brokerage.
- Lemonade: Lemonade is a direct-to-consumer insurtech offering renters, homeowners, auto, and pet insurance entirely through a mobile app. It bypasses agents entirely and represents the structural disintermediation threat to brokerage models like Heartland's.
- Policygenius: Policygenius is an online insurance marketplace that helps consumers compare and purchase life, home, auto, and disability coverage from multiple carriers. It represents an insurtech-driven alternative to traditional independent brokerages like Heartland.
- CoverWallet (Aon): CoverWallet, now part of Aon, is a digital platform that helps small businesses compare and purchase commercial insurance online from multiple carriers. It directly competes with Heartland's business insurance brokerage offering through a digital-first experience.
Broad incumbents
- Hiscox: Hiscox specializes in small business insurance delivered through both direct online channels and partner brokers. It overlaps with Heartland's business insurance segment but operates at much larger national scale as a carrier rather than a brokerage.
- State Farm: State Farm is the largest U.S. personal lines insurer with captive agents nationwide offering home, auto, and life insurance. While it competes in the same product categories as Heartland, its captive-agent model (single carrier) contrasts with Heartland's independent multi-carrier approach.
Direct peers
- Freeway Insurance: Freeway Insurance is a retail insurance brokerage chain offering auto, home, and commercial coverage through carrier partnerships in physical storefront locations. Its walk-in retail brokerage model closely matches Heartland's two-office Arizona footprint.
- Goosehead Insurance: Goosehead Insurance is an independent personal lines insurance brokerage that shops multiple carriers on behalf of customers across the U.S. It is the closest scaled analog to Heartland's independent brokerage model with multi-carrier carrier access and licensed-agent service.
- Brightway Insurance: Brightway Insurance is a franchise-based independent insurance agency network offering home, auto, and business insurance through multiple carrier partners. It directly parallels Heartland's independent retail brokerage structure with carrier-shopping service.
- Trusted Choice: Trusted Choice is a national network of independent insurance agents offering personal and commercial lines from multiple carriers. It represents the broader peer category that Heartland belongs to as an independent retail brokerage.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
Heartland Insurance Group social profiles
Digital presenceHeartland Insurance Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heartland Insurance Group leadership team
Management profileNumber of profiles
Profiles1 record
Heartland Insurance Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heartland Insurance Group 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 Heartland Insurance Group
What does Heartland Insurance Group do?
Heartland Insurance Group is a local, independent insurance brokerage that shops multiple insurance carriers on behalf of customers to provide the best protection and value. The brokerage offers Home Insurance, Auto Insurance, Business Insurance, and Mexican auto insurance (via MexiPass) through its network of carrier partners including Travelers, Progressive, Safeco, MetLife, Secura, Mercury, Foremost, Stillwater, National General, American Modern, Peak, Dairyland, Hallmark, Philadelphia, RLI, National Lloyds, and Pacific Specialty.
Is Heartland Insurance Group a public or private company?
Heartland Insurance Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Heartland Insurance Group founded?
Heartland Insurance Group was founded in 2006. It employs 11 to 50 people.
Where is Heartland Insurance Group based?
Heartland Insurance Group is headquartered in Sierra Vista, AZ, United States, in the North America region.
How does Heartland Insurance Group make money?
One revenue line is on record: insurance Commissions.
Who are Heartland Insurance Group's main competitors?
Emerging players on record are SmartFinancial, Lemonade, Policygenius and CoverWallet (Aon). Broad incumbents are Hiscox and State Farm. Direct peers are Freeway Insurance, Goosehead Insurance, Brightway Insurance and Trusted Choice.
Does Heartland Insurance Group have an API?
No public API is recorded for Heartland Insurance Group.
What industry is Heartland Insurance Group in?
Heartland Insurance Group's product category is Independent Insurance Brokerage. Its primary akta.pro industry code is FSAEADAA, Retail (Personal Lines) Insurance Brokerage. Its NAICS code is 52421 and its SIC code is 6411.