ISAA Insurance and Financial Services

What ISAA Insurance and Financial Services does

ISAA Insurance and Financial Services is a female-owned, independent insurance and financial services agency founded in 2015 and headquartered in Winston-Salem, North Carolina, with additional offices in Durham (operating as All About Insurance) and Sanford (operating as Williams Insurance Agency under Insurance Strategix, LLC dba). The firm serves individual consumers, families, and small-to-medium businesses across North Carolina, offering personal lines (auto, homeowners, motorcycle, and 25+ specialty coverages), commercial lines (commercial property, general liability, workers' compensation, and 30+ specialty coverages), life insurance (term, whole, final expense, fixed annuities, mortgage protection), health insurance (individual/family, dental, disability, long-term care, vision), employer group benefits, and retirement planning services. A proprietary six-phase financial planning methodology called "Blueprint for a Better Path" anchors its retirement offering under the ISAA Retire Strong sub-brand.

As an independent agency, ISAA represents multiple insurance carriers — with Erie Insurance positioned as the flagship partner alongside AFLAC, AAA, Liberty Mutual, Transamerica, North American, Assurity, Dairyland, Athene, National General, NC Grange Mutual, AuguStar, Discovery, and Liberty Bankers — enabling agents to comparison-shop coverage on behalf of clients. The firm has no proprietary technology platform; its core operating model is direct, agent-led sales via needs analysis and fact-finding, supported by organic marketing channels including the company website, blog, social media, the Retire Strong podcast, and a client referral program. Pricing is individualized and quote-based, with no published rate cards.

Revenue is generated through carrier commissions on placed and renewed policies across personal, commercial, life, health, group, and retirement lines. The firm is privately held, founder/owner-operated under Principal Heather Ascott-King, MBA, CISR, with a small team of fewer than ten employees including licensed agents and administrative staff. The agency holds no disclosed patents, has no parent company, and has no public funding history; growth to date has been organic via office expansion and product-line extension within the North Carolina market.

Name

ISAA Insurance and Financial Services

Legal name

ISAA Insurance & Financial Services

Website

https://isaafinancial.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

ISAA Insurance and Financial Services is a female-owned, independent insurance and financial services agency headquartered in Winston-Salem, North Carolina, serving individuals, families, and small businesses across the state with personal, commercial, life, health, group benefits, and retirement planning products sourced from multiple carrier partners.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Independent insurance agency
• Personal insurance products
• Commercial insurance coverage
• Retirement planning services
• Group benefits insurance

Headquarters

HQ city

Winston-Salem, North Carolina

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Insurance Commission Revenue: As an independent insurance agency, ISAA earns commissions from insurance carriers when policies are sold and renewed. Agents present quotes from multiple partnered insurance companies and earn compensation based on placed coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

ISAA Insurance and Financial Services is an independent, female-owned insurance and financial services agency that brokers personal, commercial, life, health, and group-benefit insurance products on behalf of multiple carrier partners, and delivers retirement-planning services to individuals and businesses across North Carolina. As an independent agency, it earns commissions by matching clients to carriers such as Erie, Liberty Mutual, AAA, AFLAC, Transamerica, Assurity, and others. Service is delivered through licensed agents at three North Carolina offices and through the company's website.

Product overview

ISAA Insurance & Financial Services is an independent, female-owned insurance and financial services agency offering a comprehensive portfolio of insurance products and retirement planning services. The product portfolio includes Personal Insurance (auto, homeowners, motorcycle, and 25+ other coverage types), Business Insurance (commercial property, general liability, workers' compensation, and 30+ other coverage types), Life Insurance (term, whole, final expense, fixed annuities, mortgage protection), Health Insurance (individual/family, dental, disability, LTC, vision), Group Benefits (dental, disability, health, life, FSA, HSA, HRA), and Retirement Planning Services including their proprietary 'Blueprint for a Better Path' planning methodology. The agency also offers workshops as part of their service offering. They operate as an independent agency representing multiple insurance carriers to provide competitive options to clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Personal lines insurance brokerage covering auto, homeowners, motorcycle, ATV, boat, collector car, condo, earthquake, flood, high-net-worth, manufactured home, motor home/RV, non-owner, umbrella, personal watercraft, pet, rental property, renters, snowmobile, SR-22, travel, underinsured/uninsured motorist, valuable items, and wedding insurance for individuals and families across North Carolina.
• Business Insurance
• Life Insurance
• Health Insurance
• Group Benefits
• Retirement Planning Services
• Blueprint for a Better Path Financial Planning Service

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and flagship.

• AFLACcoreChannel Partner/ Reseller/ DistributorAFLAC provides supplemental insurance products including accident, cancer, and critical illness coverage. ISAA offers AFLAC products as part of their insurance portfolio to provide clients with additional protection options.
• Assurity Life InsurancecoreChannel Partner/ Reseller/ DistributorLife insurance provider offering individual life, disability, and specialty insurance products. ISAA represents Assurity to provide life insurance solutions to North Carolina clients.
• AAA InsurancecoreChannel Partner/ Reseller/ DistributorMotor club and insurance provider offering auto, home, and life insurance. ISAA offers AAA products to clients seeking auto and personal insurance coverage.
• DairylandcoreChannel Partner/ Reseller/ DistributorAuto insurance provider specializing in high-risk driver coverage. ISAA offers Dairyland products for clients who may have difficulty obtaining standard auto coverage.
• Discovery Insurance CompanycoreChannel Partner/ Reseller/ DistributorRegional insurance carrier offering auto and property coverage. ISAA represents Discovery to provide competitive regional insurance options.
• Erie InsuranceflagshipChannel Partner/ Reseller/ DistributorRegional insurance carrier offering auto, home, life, and business insurance. Erie Insurance is highlighted as a key partner with over 90% customer retention rate. ISAA specializes in Erie Insurance products.
• North American Company (Sammons Financial)coreChannel Partner/ Reseller/ DistributorLife insurance and annuity provider offering individual life insurance and retirement income products. Supports ISAA's retirement planning and life insurance offerings.
• Liberty Mutual InsurancecoreChannel Partner/ Reseller/ DistributorNational insurance carrier offering auto, home, and business insurance. ISAA offers Liberty Mutual products for clients seeking national brand coverage.
• Transamerica Life InsurancecoreChannel Partner/ Reseller/ DistributorLife insurance and investment provider offering term life, whole life, and annuity products. Supports ISAA's life insurance and retirement planning services.
• Liberty Bankers Life Insurance CompanycoreChannel Partner/ Reseller/ DistributorLife insurance and annuity provider offering Medicare supplement, life insurance, and retirement products.
• National General Insurance CompanycoreChannel Partner/ Reseller/ DistributorNational insurance carrier offering auto, home, and supplemental insurance products.
• NC Grange MutualcoreChannel Partner/ Reseller/ DistributorRegional mutual insurance company serving North Carolina, offering auto, home, and farm coverage.
• AuguStar FinancialcoreChannel Partner/ Reseller/ DistributorFinancial services company offering annuity and life insurance products for retirement planning.
• AthenecoreChannel Partner/ Reseller/ DistributorAnnuity provider offering fixed annuities and retirement savings products. Supports ISAA's retirement income planning services.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Brown & Brown: Public insurance brokerage and risk management firm with retail, commercial, and benefits practices across multiple carriers. Overlapping customer segments (SMB and mid-market) and product breadth, though at substantially larger scale.
• Erie Insurance: Regional insurance carrier that ISAA partners with as a flagship agency; Erie's exclusive and independent agent model in the Mid-Atlantic and Southeast overlaps ISAA's NC footprint and P&C/life product mix.
• HUB International: Large North American insurance brokerage placing personal, commercial, life, and benefits coverage across many carriers. Comparable multi-line, multi-carrier brokerage model but at national scale with significant M&A activity in regional markets.
• Acrisure: Large, tech-enabled insurance brokerage and financial services firm that has aggressively acquired regional independent agencies. Comparable multi-carrier brokerage model and personal/commercial product mix, with much greater technology investment.

Direct peers

• Brightway Insurance: Franchise-based independent insurance agency placing personal, commercial, and life coverage across multiple carriers. Highly comparable multi-carrier brokerage model with similar sales-led, agent-driven GTM.
• Goosehead Insurance: Independent insurance agency franchise model representing multiple carriers to place personal and commercial lines; comparable to ISAA in multi-carrier brokerage, commission model, and SMB/consumer target customer, though Goosehead operates nationally at much larger scale.
• Assurex Global: Network of independent insurance and risk-management agencies that place commercial and personal lines across multiple carriers. Comparable independent agency model serving SMB and consumer markets.

Regional players

• The Hilb Group: Regional insurance brokerage operating in the U.S. Southeast and Mid-Atlantic, placing personal, commercial, and benefits lines across multiple carriers. Geographic overlap with ISAA's NC footprint and similar product breadth.

Others

• Liberty Mutual Insurance: National P&C insurance carrier that ISAA represents; relevant as both a key distribution partner and a competitive incumbent via its captive and direct sales channels.
• State Farm: Largest U.S. personal lines insurer with a captive agent force; competes with ISAA in auto, home, and life insurance in North Carolina and represents the brand-and-budget competitive benchmark for an independent agency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/isaafinancialretirestrong
• LinkedInlinkedin.com/company/isaa-insurance-and-financial-services
• Instagraminstagram.com/isaafinancial

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 ISAA Insurance and Financial Services