Rockwell Insurance Group

What Rockwell Insurance Group does

Rockwell Insurance Group is an independent insurance brokerage headquartered in Seattle, Washington, founded in 2015 by Andy Rockwell following a nine-year tenure as a top-producing agent at Liberty Mutual. The firm operates as an intermediary between insurance carriers and end customers, advising individuals and small businesses on coverage placement across twelve product lines spanning personal lines (auto, home, life, umbrella) and commercial lines (business owner policies, commercial auto, workers' compensation, and specialty coverages). It maintains active insurance producer licensure in six western U.S. states — Arizona, California, Idaho, Montana, Oregon, and Washington — and works with approximately ten carrier partners.

The business model is commission-based: clients consult the agency for coverage assessment, and Rockwell places business with carriers in exchange for commissions tied to written premium. There is no indication of proprietary technology, online quoting platforms, or direct-to-consumer digital channels; the go-to-market relies on licensed producer relationships and advisory selling rather than self-service software or embedded insurance products. Revenue is generated exclusively through carrier commissions, with no recurring subscription, fee-for-service, or technology-licensing layer.

The firm is founder-owned with no external funding, employs approximately six people, and shows limited evidence of recent operational momentum — the company website carries a 2019 copyright date, and no M&A activity, capital raises, technology investment, hiring growth, or geographic expansion beyond the initial six-state footprint is evident. The company's defensibility rests almost entirely on the founder's industry relationships, carrier access, and personal producer track record rather than technology, scale, or structural advantages, making it a lifestyle-scale independent agency rather than a venture-backable brokerage platform.

Name

Rockwell Insurance Group

Legal name

Rockwell Insurance, LLC

Website

https://rockwellinsurancegroup.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Seattle-based independent insurance brokerage founded in 2015 by a former Liberty Mutual top producer, advising individuals and small businesses across six western U.S. states on personal and commercial coverage placement via carrier commissions.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Captive Insurance Advisory & Management (FSAEADAF)

Keywords

• Independent insurance agency
• Personal insurance brokerage
• Commercial insurance broker
• Multi-line insurance agent
• Insurance portfolio advisory

Headquarters

HQ city

Seattle

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 Agency Commissions: Rockwell Insurance Group operates as an independent insurance agency earning commissions from insurance carriers for placing client coverage. The company states that their service is complimentary to clients ('RG charges NO additional fees and our service is complimentary'), indicating they are compensated through commissions or referral fees paid by their network of insurance providers including Nationwide, Safeco, Travelers, MetLife, Chubb, Foremost, Arrowhead, Progressive, PEMCO, and PURE.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Rockwell Insurance Group is an independent insurance brokerage that delivers holistic insurance portfolio management to individuals and corporations through a consultative advisory process. The firm places client coverage with a curated network of trusted insurance carriers (Nationwide, Safeco, Travelers, MetLife, Chubb, Foremost, Arrowhead, Progressive, PEMCO, PURE) across twelve product lines including life, auto, home, renters, condo, boat, classic car, motorcycle, umbrella, RV, Business Owner's Policy, and landlord insurance. Service is complimentary to clients; the firm is compensated via carrier commissions and conducts annual coverage re-optimization.

Product overview

Rockwell Insurance Group operates as an independent insurance brokerage offering a unified advisory and placement service across twelve distinct insurance product lines. The core offering combines personalized insurance counseling with access to a network of trusted insurance providers to deliver optimal coverage at competitive rates. Products span personal lines (life, auto, home, renters, condo, umbrella, motorcycle, classic car, boat, RV) and commercial lines (business owner's, landlord insurance), all delivered through an interactive consultation process that identifies, characterizes, and quantifies each client's unique insurance needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance Term and permanent life insurance products offered with advisory guidance to help individual clients select coverage that fits their needs and protects loved ones.
• Auto Insurance Comprehensive auto coverage placing clients with providers to ensure correct coverage protections at competitive rates.
• Home Insurance Homeowners insurance addressing Pacific Northwest risks including earthquake, fire, flood, and frozen pipe damage.
• Renters Insurance Coverage for personal belongings in rented properties plus liability protection against landlord claims for structural damage.
• Condo Insurance Individual unit coverage for condo owners covering flooring, windows, drywall, appliances, and electrical within the studs of the building.
• Boat/Watercraft Insurance Watercraft coverage for boats of various sizes navigating Pacific Northwest waters including Lake Washington and Puget Sound.
• Classic Car Coverage Specialized coverage for classic and vintage vehicles ensuring full-value protection that standard carriers typically cannot provide.
• Motorcycle Insurance Coverage for motorcycles, scooters, mopeds, dirt bikes, ATVs, choppers, and cruisers placed through the carrier network.
• Umbrella Insurance Additional liability coverage providing buffer protection when base policies (auto, home, condo, motorcycle) provide insufficient coverage for claims.
• RV Insurance Coverage for RVs, luxury coaches, camper vans, travel trailers, and pop-up campers.
• Business Owner's Insurance Business Owners Policy combining property, crime insurance, and commercial general liability coverage to protect day-to-day operations and maintain steady income flow for business owners and corporations.
• Landlord Insurance Specialized rental property coverage distinct from standard home insurance, protecting landlords from tenant-related claims and property damage.

Quantifiable outcome

• Service is complimentary with no additional fees charged to clients

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• NationwidecoreChannel Partner/ Reseller/ DistributorNational insurance carrier providing property and casualty insurance products. Nationwide is one of the insurance providers in Rockwell's network, offering coverage options to Rockwell's clients. For claims: 800-421-3535.
• SafecocoreChannel Partner/ Reseller/ DistributorLiberty Mutual subsidiary insurance carrier offering personal insurance products. Safeco is part of Rockwell's provider network for placing client coverage. For claims: 800-332-3226.
• TravelerscoreChannel Partner/ Reseller/ DistributorMajor insurance carrier providing business and personal insurance solutions. Travelers is a trusted provider partner in Rockwell's network. For claims: 800-252-4633.
• MetLifecoreChannel Partner/ Reseller/ DistributorGlobal insurance carrier offering life, auto, home, and other insurance products. MetLife is part of Rockwell's insurance provider network. For claims: 800-854-6011.
• ChubbcoreChannel Partner/ Reseller/ DistributorProperty and casualty insurance carrier known for personal and commercial coverage. Chubb serves as an insurance provider partner for Rockwell's clients. For claims: 800-282-1446.
• PEMCOcoreChannel Partner/ Reseller/ DistributorRegional insurance carrier serving Northwest policyholders. PEMCO is a trusted provider in Rockwell's network, particularly relevant for Seattle/Northwest clients. For claims: 800-467-3626.
• PURE (Privilege Underwriters Reciprocal Exchange)minorChannel Partner/ Reseller/ DistributorInsurance carrier focused on high-value homes and possessions. PURE provides coverage options for clients with significant assets requiring specialized coverage. For claims: 888-813-7873.
• Foremost Insurance GroupminorChannel Partner/ Reseller/ DistributorInsurance carrier specializing in specialty products including manufactured housing, motorhomes, and specialty property. Foremost is part of Rockwell's provider network. For claims: contact via arrowheadgrp.com.
• ProgressiveminorChannel Partner/ Reseller/ DistributorLarge auto and property insurance carrier. Progressive is one of the insurance providers in Rockwell's network, offering competitive auto and other coverage options. For claims: 800-274-4499.
• ArrowheadminorChannel Partner/ Reseller/ DistributorInsurance provider, likely specializing in specialty or niche coverage products. Arrowhead is listed as a provider partner for Rockwell's network.

Scale indicators2 records

Recent moves4 records

Expansion highlights2 records

Regional players

• Cross Insurance: Independent regional insurance brokerage serving personal and commercial clients across multiple New England and eastern states. Comparable multi-carrier placement model with similar size and family/founder-influenced culture.
• IMA Financial Group: Independent insurance brokerage operating across the western and central U.S. Comparable multi-line, multi-carrier brokerage model, primarily serving commercial clients with similar geographic scope.
• Tompkins Insurance Agencies: Independent regional insurance agency offering personal and commercial coverage through carrier appointments. Comparable boutique-to-mid-size independent agency operating model, though serving a different U.S. region.

Broad incumbents

• Liberty Mutual Insurance: Major U.S. property and casualty insurer and direct/captive distributor. Competes with Rockwell in personal and commercial P&C markets, though through a captive-agent and direct-to-consumer model rather than independent brokerage.
• Marsh McLennan: Global insurance brokerage and risk advisory firm. Overlaps as a multi-carrier intermediary, but operates at massive scale focusing on enterprise and specialty risks rather than individual consumers.
• Arthur J. Gallagher & Co. Major publicly traded insurance brokerage and risk management firm. Overlaps with Rockwell on personal/commercial P&C brokerage and life insurance distribution, but serves enterprise and large-group clients primarily.
• HUB International: Large global insurance brokerage acquiring independent agencies. Comparable in core activity (multi-carrier placement across personal and commercial lines) but operates at far greater scale and with institutional backing.

Direct peers

• Heffernan Insurance Brokers: Independent brokerage offering personal and commercial lines across multiple states through direct producer relationships. Comparable multi-carrier, advisory-driven model with stronger scale.
• LeClair Group: Independent insurance brokerage headquartered in the Seattle area, offering multi-line personal and commercial coverage through a multi-carrier network. Closely comparable in size, Pacific Northwest focus, and broker-only model.
• PayneWest Insurance: Independent regional insurance brokerage serving individuals and businesses across multiple western states. Similar mid-size independent agency operating model with carrier network placements.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/rockwellinsurancegroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Rockwell Insurance Group