Guy Viti Insurance & Viti Financial | The Viti Companies

What Guy Viti Insurance & Viti Financial | The Viti Companies does

The Viti Companies is a fourth-generation, family-owned independent insurance agency headquartered in Highwood, Illinois, operating through two wholly owned divisions: Guy Viti Insurance and Viti Financial Services. Founded in 1936, the agency has provided insurance and financial solutions for 88+ years and employs 24 staff. The insurance division distributes personal lines (auto, home, motorcycle, personal umbrella, renters, rental property, valuable articles, watercraft), commercial lines (BOP, bonds, builder's risk, business auto, cyber liability, management liability, E&O, excess/umbrella, inland marine, product liability, workers' compensation), and group benefits (medical, dental/vision, life, disability, HSA/FSA, EAP, self-funded plans, voluntary benefits, long-term care). The financial services division offers annuities, estate planning, pension services, and IRAs. The firm represents dozens of insurance carrier partners (Aetna, Progressive, Nationwide, Cigna, Chubb, Travelers, The Hartford, UnitedHealthcare, and others), giving it the breadth of an independent agency rather than the constraints of a captive agent.

The business is built on three proprietary consultative frameworks — The Viti Pathway (Listen, Discover, Educate, Protect & Document), The Viti Needs Assessment Funnel, and The Viti Solution Screen — which standardize how account managers gather client information, match needs to carriers, and document coverage decisions. Underlying technology is standard industry agency management software, online enrollment tools, and compliance consulting technology; no proprietary technology platform is described. Revenue is earned through carrier commissions on new business and renewals across personal, commercial, and group benefits lines, with services provided at no additional direct cost to clients.

Go-to-market is consultative and sales-led, executed through licensed account managers via phone, in-person consultation at the Highwood headquarters, and website quote request forms. The agency supports Spanish-speaking clients ("Se habla Español") and has expanded into the startup/early-stage segment through recurring educational programming at co-working spaces and incubators such as 1871 and The Hatchery. Customer segments include individuals and families, small-to-mid-size businesses (with niche focus on contractors, restaurants, and hospitality), employer-sponsored employee benefits buyers, and individual benefits buyers (including Medicare-eligible). Marketing channels center on the Viti Voices blog, organic social (Facebook, LinkedIn, Instagram), email newsletters, and deep community involvement through local chambers, industry associations (IIAOIL, Trusted Choice), and women's business organizations (NAWBO, WBDC). The agency maintains a referral ecosystem of strategic partners including Guard Street Partners (cybersecurity), CFO Options (fractional CFO), Week of the Website (web design), Pasquesi Partners (accounting), and Guaranteed Rate (mortgage).

Name

Guy Viti Insurance & Viti Financial | The Viti Companies

Legal name

The Viti Companies, Inc.

Website

https://viticompanies.com

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

11–50 employees

Short description

The Viti Companies is a fourth-generation, family-owned independent insurance agency founded in 1936 in Highwood, Illinois, distributing personal, commercial, and group benefits insurance plus financial services through dozens of carrier partnerships to individuals, families, SMBs, and employers.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

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

akta.pro secondary industries

Annuity + LTC / Long-Term Care Riders (FSAIAJAC), Supplemental/Voluntary Group Term Life (Employee-Paid) (FSAIADAB)

Keywords

• Independent insurance agency
• Personal lines insurance
• Commercial business insurance
• Employee benefits brokerage
• Financial planning services

Headquarters

HQ city

Highwood, IL

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: The Viti Companies operates as an independent insurance agency earning commissions from multiple insurance carrier partners on each policy sold and renewed. As an independent agency, they represent dozens of insurance companies and earn commission income on new business and renewals. They explicitly state that their service is provided 'at no extra cost' to clients, indicating commission-based compensation from carriers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The Viti Companies is a family-owned independent insurance agency representing dozens of carrier partners (Aetna, Progressive, Nationwide, Travelers, Chubb, Cigna, UnitedHealthcare and others) to deliver customized personal lines (home, auto, umbrella, renters, watercraft, valuable articles), commercial lines (business owner's package, workers' comp, cyber liability, management liability, E&O, bonds, builder's risk), employee benefits (group medical, dental/vision, life, disability, HSA/FSA, EAP, voluntary benefits), individual benefits (Medicare, individual medical/life/disability) and financial services (annuities, estate planning, pension services, IRAs). The agency applies a proprietary four-step needs assessment process (The Viti Pathway: Listen, Discover, Educate, Protect & Document) followed by The Viti Solution Screen to match customers with appropriate carriers and products.

Product overview

The Viti Companies operates as a family-owned independent insurance agency founded in 1936, structured into two divisions: Guy Viti Insurance and Viti Financial Services. The insurance division (Guy Viti Insurance) offers personal lines products (Automobile, Homeowner's, Motorcycle, Personal Umbrella, Renters, Rental Properties/Landlord, Valuable Articles/Jewelry, and Watercraft insurance) and commercial products (Business Owner's Package, Bonds, Builder's Risk, Business Auto, Cyber Liability, Management Liability, E&O, Excess/Umbrella, Inland Marine, Product Liability, and Workers' Compensation). The employee benefits division covers Group Medical, Dental/Vision, Life, Short- and Long-Term Disability, HSA/FSA, Employee Assistance Programs, Self-Funded Health Plans, Voluntary Benefits, and Long-Term Care. The individual benefits division serves personal Medical, Dental/Vision, Life, Medicare, Long-Term Care, and Disability Insurance needs. The financial services division (Viti Financial Services) provides Annuities, Estate Planning, Pension Services, and Individual Retirement Accounts. The company employs proprietary processes including The Viti Needs Assessment Funnel (NAF) and The Viti Solution Screen to match client needs with appropriate carriers and products. This is not a technology platform but a traditional independent insurance agency model.

Differentiator

Problem solved

Functional benefit

Brands

• The Viti Needs Assessment Funnel (NAF): The company's proprietary needs assessment process to pinpoint unique customer insurance and financial needs through listening, discovering, educating, and documenting.
• The Viti Solution Screen

Products and services

• Automobile Insurance Private passenger automobile insurance providing liability protection, medical payments coverage, physical damage (collision and comprehensive), and uninsured/underinsured motorist coverage for individual consumers.
• Homeowner's Insurance Protection for the home structure, unattached structures, personal property, loss of use, personal liability and medical payments for guests injured on the property.
• Motorcycle Insurance Coverage for motorcycles including full replacement cost, total loss coverage, gear and belongings protection and OEM parts coverage.
• Personal Umbrella Insurance Excess liability insurance providing additional coverage beyond the limits of homeowner's, automobile or watercraft policies to protect against large potential liability claims.
• Renters Insurance Protection for personal property against fire, lightning, windstorms, hail, explosions, smoke and vandalism, plus personal liability coverage for accidental bodily injury or property damage to others.
• Rental Properties / Landlord Insurance Lessor's Risk Only insurance protecting rental properties including apartments, condominiums, single/multi-family homes, warehouses and commercial office/retail space against liability, building damage and loss of use.
• Valuable Articles / Jewelry Insurance Scheduled coverage for jewelry, fine art, silverware, heirlooms, musical instruments, antique china, furs, wine collections, collectibles, firearms and computers beyond standard homeowners policy limits.
• Watercraft Insurance Coverage for vessels including physical damage, liability, personal property, towing and assistance reimbursement, and hurricane escape reimbursement endorsement.
• Business Owner's Package (BOP) Comprehensive business insurance combining general liability, business personal property and contents coverage with customizable protection for business assets.
• Bonds Commercial surety bonds including license and permit bonds, bid bonds, performance bonds, payment bonds, notary bonds, subcontractor bonds and fidelity/crime bonds.
• Builder's Risk Insurance Property coverage for buildings and structures under construction, protecting project owners, general contractors and subcontractors against direct physical loss or damage to covered property.
• Business Auto Insurance Commercial automobile coverage including property coverage, liability coverage (bodily injury and property damage), medical payments and uninsured/underinsured motorist coverage.
• Cyber Liability Insurance Coverage for data breaches, business interruption losses and cyber extortion defense including notification costs, identity theft protection and security fixes.
• Management Liability Insurance Protection including Directors & Officers (D&O) liability, Employment Practices Liability (EPL) and Fiduciary Liability for retirement and health insurance plans.
• Errors & Omissions (E&O) Insurance Professional liability coverage protecting companies from claims for errors or failure of work to perform as described in contracts, covering legal expenses and court costs.
• Excess Liability / Umbrella Insurance (Commercial) Umbrella coverage backing up limits in underlying liability policies including commercial general liability, business auto, employer liability, workers' compensation and professional liability.
• Inland Marine Insurance Coverage for commercial property gaps including construction (builder's risk, contractor's equipment), technology (electronic equipment, medical imaging) and transportation (commercial transport, motor truck cargo).
• Product Liability Insurance Protection against claims for manufacturing or production flaws, design defects, packaging and warning issues, with supplemental commercial general liability coverage.
• Workers' Compensation Insurance Required coverage providing medical care and wage replacement benefits to employees for work-related injuries, with premiums based on business type.
• Group Medical Insurance Employer-provided health insurance including plan selection assistance, compliance consulting and online enrollment technology to find best value within budget constraints.
• Group Dental and Vision Insurance Dental coverage options including DHMO, DPPO, dental indemnity and discount dental plans, plus vision insurance providing routine preventative care and eyewear.
• Group Life Insurance Employer-sponsored term and permanent life insurance with options for supplemental coverage, spouse/dependent coverage and accidental death & dismemberment (AD&D).
• Group Short- and Long-Term Disability Insurance Coverage protecting disabled employees' income and company financial stability, with customizable eligibility requirements, elimination periods, benefit levels and benefit periods.
• Health Savings Account (HSA) / Flexible Spending Account (FSA) Tax-advantaged accounts for medical expenses with HSA funds remaining accessible across years while FSA funds must be spent within the plan year.
• Employee Assistance Programs (EAP) Employer-sponsored services addressing personal problems including substance abuse, stress management, crisis intervention, childcare, eldercare, financial problems and legal problems.
• Self-Funded Health Plans Alternative to fully funded plans where employers pay medical claims directly, offering customization, cash flow control and exemption from state premium taxes.
• Voluntary Benefits Employee-elected coverage including term/permanent life insurance, disability income, AD&D, supplemental health, LTC, dental/vision, auto/homeowners insurance, legal services, pet insurance and identity theft insurance.
• Group Long-Term Care Insurance Group coverage for care costs due to aging, illness, cognitive impairment or injury including traditional LTC policies, hybrid life/LTC policies and short-term care options.
• Individual Medical Insurance Direct-purchased health coverage from insurance companies or HMOs, available as individually-owned policies with customizable benefits through the Viti Needs Assessment Funnel process.
• Individual Dental and Vision Insurance Standalone dental and vision coverage for individuals and families, addressing preventive care, eye exams and corrective lens prescriptions.
• Individual Life Insurance Protection against unexpected death of an income-earner, available as term or permanent policies, tailored through the Viti Needs Assessment Funnel to determine appropriate coverage amounts.
• Medicare Health insurance for individuals 65+ or with certain disabilities, covering Part A (hospital), Part B (medical), Part C (Medicare Advantage) and Part D (prescription drug coverage) with coordination assistance.
• Individual Long-Term Care Insurance Coverage helping pay for long-term medical and non-medical services including nursing home care, assisted living, adult day care, home care and medical equipment.
• Individual Disability Insurance Income protection coverage for individuals unable to work due to disability, featuring non-taxable benefits, customizable policy terms and inflation protection options.
• Viti Financial Services Division of The Viti Companies providing financial solutions including annuities, estate planning, pension services and individual retirement accounts (IRAs) for wealth protection and growth.

Named customers10 records

Segments5 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

Six partnerships are on record, tiered strategic, minor and core.

• Guard Street Partners, LLCstrategicStrategic or Co-development PartnerGuard Street, headquartered in Wheaton, IL, is a cybersecurity and protection company. The Viti Companies features Guard Street as a Partner Spotlight and offers its cybersecurity services (Cyber Attack Protection Plan, vulnerability alerts, incident response, email security, cyber liability insurance) to Viti's business clients. Guard Street also provides white-labeled cybersecurity services for small businesses through IDShield. The partnership addresses growing cyber risk exposures for Viti's commercial customer base.
• CFO OptionsminorStrategic or Co-development PartnerCFO Options is a fractional CFO firm serving small to lower middle market businesses, founded by Larry Levy in 2015. Featured as a Partner Spotlight on Viti Voices. The partnership provides financial expertise alongside Viti's insurance and financial planning services for shared business customers.
• Week of the WebsiteminorStrategic or Co-development PartnerWeek of the Website (WOTW) is a website design agency founded in 2015 by Mallory Ulaszek and Kelsey Gilbert-Kreiling that builds websites in one week on Squarespace. Featured as a Partner Spotlight. The partnership provides web design services to Viti's small business and startup clients needing an online presence.
• Pasquesi PartnersminorStrategic or Co-development PartnerPasquesi Partners, founded by Rob Pasquesi in 2015, provides accounting and tax services for high-growth startups and marketing agencies in Chicago. Featured as a Partner Spotlight. Serves as a referral and co-advisory partner for shared startup and small business clients needing both accounting/tax and insurance services.
• Guaranteed Rate (Sam Sharp)minorGTM or Marketing PartnerGuaranteed Rate is one of the largest retail mortgage lenders in the United States, headquartered in Chicago with over 5,000 employees and 700+ offices. Sam Sharp is Executive Vice President of Mortgage Lending. Featured as a Partner Spotlight, the relationship provides mortgage referral services to Viti's individual and business customers who need real estate financing alongside their insurance needs.
• Dozens of Insurance Carriers (Aetna, Progressive, Nationwide, Employers, West Bend, Guardian, State Auto, SECURA, Philadelphia Insurance, Cigna, Chubb, Berkshire Hathaway GUARD, UnitedHealthcare, Travelers, The Hartford, and others)coreChannel Partner/ Reseller/ DistributorAs an independent insurance agency, The Viti Companies represents dozens of insurance company partners across all product lines: personal (home & auto, life, Medicare), commercial (business insurance, cyber liability, workers' comp), and employee benefits (group medical, dental, vision). The agency earns commissions on policies placed with these carriers. The breadth of carrier relationships is the core competitive differentiator enabling customized coverage matching.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Brown & Brown, Inc. Large publicly traded insurance brokerage providing commercial, personal, and benefits programs nationally with a decentralized operating model that competes across the same SME commercial and employee-benefits segments as Viti.
• Hub International: Large privately held North American insurance brokerage that acquires independent agencies like Viti, offering overlapping P&C and benefits capabilities as part of a much broader portfolio across the full insurance value chain.
• Arthur J. Gallagher & Co. Publicly traded global insurance brokerage and risk-management firm that competes with Viti for SME and mid-market commercial accounts and serves as a frequent acquirer of independent agencies nationally.
• Acrisure: Rapidly consolidating global insurance brokerage that explicitly targets regional independent agencies for acquisition; competes with Viti for talent and clients with a portfolio broader than the agency by orders of magnitude.

Direct peers

• Heffernan Insurance Brokers: Privately held independent insurance brokerage serving businesses and individuals with personal, commercial, and benefits products via a multi-carrier model structurally comparable to an independent Midwest agency.
• TrueNorth Companies: Cedar Rapids, IA-headquartered independent insurance and risk management firm of comparable scale serving SMEs and individuals in the Midwest with multi-carrier placement and an employee-benefits practice.
• M3 Insurance: Wisconsin-based independent insurance agency of similar size and product breadth, serving Midwestern businesses and families with commercial, personal, and employee benefits lines through multi-carrier relationships.
• The Horton Group: Family-owned independent insurance brokerage based in Illinois/Midwest serving businesses and individuals across commercial, personal, and employee benefit lines with a multi-generational operating model comparable to Viti's.
• Higginbotham: Texas-headquartered independent insurance brokerage of meaningful scale, offering P&C, employee benefits, and personal lines through multi-carrier placement—a structurally analogous mid-market independent competitor.
• Leavitt Group: Mid-sized regional independent insurance agency operating a multi-state footprint with a personal/commercial/benefits mix similar to Viti's, focused on SME and family customers through community-tied delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xfacebook.com/viticompanies
• Facebookfacebook.com/viticompanies
• LinkedInlinkedin.com/company/guy-viti-insurance
• Instagraminstagram.com/viticompanies

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Guy Viti Insurance & Viti Financial | The Viti Companies