Mace Insurance Agency / Meemic Insurance

What Mace Insurance Agency / Meemic Insurance does

Mace Insurance Agency is a family-owned independent insurance agency headquartered in Hickory, North Carolina, founded in 1998 by Kip Mace. The agency operates as an independent intermediary, representing multiple insurance carriers rather than a single provider, and earns revenue through commissions on placed policies. It serves individual consumers and small businesses across the southeastern United States, with named service coverage in North Carolina, South Carolina, Virginia, West Virginia, Tennessee, and additional states on request. Spanish-speaking services are offered to broaden the addressable customer base.

The agency's product portfolio spans four core lines: personal auto insurance (liability, collision, comprehensive, uninsured motorist, medical payments); homeowners insurance (dwelling, personal property, liability, flood, umbrella); life insurance and retirement products (universal life, whole life, term, annuities, disability); and commercial insurance (general liability, workers compensation, commercial auto, professional liability, D&O, E&O). Distribution is sales-led and direct: agents Kip, Lisa, and Jordy Mace handle sales via phone, email, and in-person consultation, supported by website quote forms for each product line. The technology stack is a basic WordPress website with HTML form intake and no disclosed proprietary systems, apps, or AI capabilities.

The business model is pure commission-based, with pricing set per-carrier and per-risk profile (vehicle year, driver age, tobacco use, property type, etc.) rather than through standardized public tiers. Customer acquisition relies on direct agent outreach and word-of-mouth referrals, with public testimonials from satisfied policyholders in the Hickory-area market. No external funding, acquisitions, partnerships, mobile applications, or public financial disclosures are documented. The agency operates from a single physical location with approximately 14 total staff.

Name

Mace Insurance Agency / Meemic Insurance

Legal name

Mace Insurance Agency

Website

https://maceinsuranceagency.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Mace Insurance Agency is a family-owned independent insurance agency in Hickory, NC, founded in 1998, that places personal and small-commercial insurance policies across the southeastern US on a commission basis. It serves individual consumers and small businesses via direct agent sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Hickory

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Insurance Commissions: As an independent insurance agency, Mace Insurance Agency earns commissions from insurance carriers for policies placed. The agency represents multiple insurance companies, allowing them to find optimal coverage at lowest cost for customers. Revenue is commission-based, typically a percentage of premium paid by customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Mace Insurance Agency is an independent insurance agency that places personal and commercial insurance policies on behalf of customers across NC, SC, VA, WV, TN, and additional states on request. As an independent agency, it represents multiple insurance carriers rather than a single insurer, earning commissions on policies written across four product lines: car (personal auto), house (homeowners), life, and business insurance. Founded in 1998 by Kip Mace as a family business, the agency positions itself as a customer-side advocate rather than a captive insurance company agent.

Product overview

Mace Insurance Agency offers a portfolio of insurance products as an independent agency serving clients across NC, SC, VA, WV, TN, and other states. The company provides four core insurance products: Car Insurance (personal auto coverage with various liability and physical damage options), House Insurance (homeowners coverage including structure, personal property, liability, and living expenses), Life Insurance (including universal life, whole life, term, annuities, and retirement plans), and Business Insurance (commercial lines including general liability, workers comp, property, and professional liability). The agency operates as an independent agency representing clients rather than insurance companies, founded in 1998 by Kip Mace.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Insurance Personal auto insurance coverage for individuals and families in NC, SC, VA, WV, TN, and other states on request. Includes bodily injury liability, property damage liability, medical payments, uninsured/underinsured motorists, comprehensive, and collision coverages, plus optional extended transportation expenses, death and disability benefits, repair or replacement coverages, and towing/labor cost coverages. Vehicles covered span model years 1950 to 2017 and drivers aged 18 to 99, with comp/collision and liability options available through quote-based assessment.
• House Insurance Homeowners insurance for individual homeowners covering structure/home, personal belongings, living expenses, and liability protection. Optional coverages include replacement cost, water back-up, umbrella liability, flood insurance, and floater/endorsement for valuable items. Property types eligible include houses, apartments, and other structures; construction classifications include frame and masonry.
• Life Insurance Life insurance and retirement planning products for individuals (and groups where applicable), including universal life, whole life, level term, mortgage life, disability plans, annuities, qualified retirement plans, group life, and worksite marketing plans. Pricing is determined through quote-based assessment considering applicant age (18 to 99) and tobacco/nicotine use status.
• Business Insurance Commercial insurance for SMBs, established nationalized businesses, and newly established entrepreneurs across NC, SC, VA, WV, TN, and other states on request. Coverage lines include general liability, workers compensation, commercial auto, excess liability/umbrella, property/excess property, builder risk, package policies, business continuation, employment practices liability, directors and officers, errors and omissions, professional liability, and miscellaneous liability.

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• GEICO: Largest direct-to-consumer auto insurer and a primary disintermediation threat to agents like Mace; a relevant comparable because customers frequently check GEICO rates alongside independent-agent quotes, anchoring the negotiation dynamic Mace relies on.
• Allstate: National personal-lines carrier that competes against independent agencies for auto and home customers, and which itself has been acquiring/building captive agency and direct channels. A natural comparable on the demand side of Mace's business.
• Auto-Owners Insurance: Midwest- and Southeast-focused P&C carrier that sells exclusively through independent agents in similar regional markets to Mace. Highly relevant because both companies depend on the same independent-agent economics in overlapping geography and product lines (auto, home, life, commercial).
• Erie Insurance: Regional property and casualty carrier that distributes almost exclusively through independent agents across the Mid-Atlantic and Southeast — directly overlapping the NC/SC/VA/WV/TN footprint Mace serves. Its agent-appointment model is the closest analog to the economic structure Mace operates under.
• State Farm: Largest U.S. personal lines insurer with a captive (not independent) agent model. The structural counterpart to Mace in the SE U.S. personal-lines market; competing for the same auto/home customers but constraining customers to a single carrier's products.
• Cincinnati Financial: Property and casualty carrier with a strong independent-agent distribution channel that emphasizes local agent relationships and multi-line personal/commercial coverage — the same agency-centered value proposition Mace advertises, although at corporate scale.
• Brown & Brown: Large publicly traded insurance brokerage that acquires and partners with independent agencies across the U.S. Operates the same independent-agent distribution model Mace uses (multi-carrier placement of personal and commercial lines), but at vastly greater scale and with an explicit roll-up acquisition strategy.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm that aggregates independent agencies and works with carriers across personal, commercial, and specialty lines. Comparable to Mace in the multi-carrier placement model, though most of its volume is commercial.

Regional players

• Meemic Insurance: Regional insurance carrier founded in Michigan serving educators and nonprofit communities through appointed agents; referenced in the firm's combined name "Mace Insurance Agency / Meemic Insurance." Comparable as a regional insurance product partner and as a peer channel of similar size and geography.

Emerging players

• Lemonade: Digital-first, mobile-first renters/home/auto insurer positioned against traditional agents with instant-bind, AI-driven underwriting and zero-commission economics. Relevant as the structural disruptor against which Mace's personal-lines business must continue to compete on service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mace-insurance-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Mace Insurance Agency / Meemic Insurance