WIA Insurance

What WIA Insurance does

WIA Insurance is an independent insurance agency headquartered in Waunakee, Wisconsin, with a secondary office in Middleton. Founded by David Dargenio and partnered with Bradley Goll, the agency is a privately held, sales-led business operating with a stated staff of 3-5 licensed professionals. It distributes personal, commercial, life, farm/agribusiness, and group-benefits insurance products on behalf of six A+ rated (A.M. Best) carrier partners: Erie Insurance (its specialization), Progressive, Liberty Mutual, Secura Insurance, Wisconsin Mutual, and Acuity.

The agency runs a quote-based, commission-revenue model with no proprietary technology platform; the public-facing site is built on WordPress with the BrightFire insurance-agent marketing layer. Distribution occurs through in-person consultations at two Wisconsin offices, phone-based quoting, online request forms, an active educational blog, a Refer-a-Friend program, and local community sponsorships. Product breadth spans core personal lines (auto, homeowners, renters, motorcycle, boat), commercial lines (BOP, commercial auto, commercial property, general liability, workers' compensation, cyber liability), specialty commercial verticals (farm/agribusiness, winery, contractors, non-profit, technology), individual life (term, universal, whole, final expense), and group benefits (health, dental, vision, disability, FSA).

WIA serves individual consumers, families, and small-to-medium businesses throughout Wisconsin, with a stated geographic focus on Waunakee, Madison, and Middleton. Customer concentration is inherently low given the SMB/consumer long-tail book. The business relies on recurring carrier commissions, long-tenured client relationships (multiple 20+ year relationships cited in testimonials), and local brand credibility reinforced by consecutive Expertise.com Best Life Insurance in Madison awards (2020-2024, 2026) and Best of Waunakee recognition.

Name

WIA Insurance

Legal name

WIA Insurance

Website

https://wia.agency

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

WIA Insurance is an independent Wisconsin insurance agency in Waunakee and Middleton, distributing personal, commercial, life, farm, and group-benefits policies from six A+ rated carrier partners to individual consumers, families, and small-to-medium businesses.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency / Insurance Brokerage

NAICS

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

SIC

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

akta.pro industry

PRIMARYFSAIAFAD

Small Group Health Insurance (2–50/100)

Financial & Insurance/Insurance — Life & Health/Group Health Insurance (Employer-Sponsored)

SECONDARYFSAIADAA

Basic Group Term Life (Employer-Paid)

Financial & Insurance/Insurance — Life & Health/Group Life Insurance (Employer-Sponsored)

SECONDARYHLAEALAK

Flexible Benefits Administration (FSA/HSA/HRA)

Healthcare & Life Sciences/Health Insurance & Managed Care/Third-Party Administration (TPA) & Administrative Services Only (ASO)

Keywords

• Independent insurance agency
• Personal insurance broker
• Commercial insurance solutions
• Life insurance coverage
• Group employee benefits

Headquarters

HQ city

Waunakee

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, Others

Revenue model

1. Insurance Commission Revenue: As an independent insurance agency, WIA Insurance earns commissions from insurance carriers for placing policies. They work with multiple A+ rated carriers (A.M. Best) including Erie Insurance, Progressive, Liberty Mutual, Secura, Wisconsin Mutual, and Acuity to offer competitive pricing and coverage options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

WIA Insurance is an independent insurance agency that brokers personal, business, life, farm, and group benefits insurance policies on behalf of multiple A+ rated (A.M. Best) carriers including Erie Insurance, Progressive, Liberty Mutual, Secura, Wisconsin Mutual, and Acuity. The agency operates two physical offices in Waunakee and Middleton, Wisconsin, providing licensed agents who offer free comparative quotes and personalized coverage recommendations across personal lines (auto, home, life), commercial lines (BOP, commercial auto, workers' comp), specialty coverages (ATV, boat, RV, flood), and employer group benefits (health, dental, disability).

Product overview

WIA Insurance operates as an independent insurance agency offering a comprehensive portfolio of insurance products and services through multiple carrier partnerships. The core offerings include personal lines (Auto, Homeowners, Renters, Motorcycle, Boat), business coverage (Commercial Auto, Property, General Liability, Workers' Compensation, Farm/Agribusiness, Business Owners Package), group employee benefits (Dental, Health, Disability), and individual Life insurance with term, universal, and whole life options. The agency serves as a broker distributing products from six partner carriers: Acuity Insurance, Erie Insurance, Progressive Insurance, Secura Insurance, Wisconsin Mutual Insurance Company, and Liberty Mutual Insurance. Beyond core insurance products, WIA provides supplementary coverage including ATV, Collector Car, Condominium, Earthquake, Flood, High Net Worth, Mobile Home, Motor Home/RV, Personal Umbrella, Personal Watercraft, Pet, Rental Property, Snowmobile, and Cyber Liability insurance. The agency also offers digital service features for policy management including online billing/payments, claims filing, ID card requests, certificate of insurance requests, and policy change requests.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle insurance covering liability, collision, comprehensive, and uninsured/underinsured motorist protection for personal vehicles, placed across multiple A+ rated carriers.
• Homeowners Insurance Property insurance protecting against damage from fire, theft, natural disasters, and providing liability coverage for injuries occurring on the property.
• Renters Insurance Coverage protecting renters' personal belongings and providing liability protection against theft, damage, and guest injuries.
• Motorcycle Insurance Insurance for motorcycles covering collision, comprehensive, bodily injury, and uninsured/underinsured motorist protection.
• Boat & Marine Insurance Watercraft coverage including Agreed Hull Value and Actual Cash Value options, liability protection, and emergency towing services.
• Business Owners Package Insurance (BOP) Bundled commercial coverage combining property and general liability protection designed for small and medium-sized businesses.
• Commercial Auto Insurance Vehicle coverage for business-owned, leased, or employee-used vehicles including liability, medical, comprehensive, and collision protection.
• Commercial Property Insurance Insurance covering business buildings, fixtures, equipment, inventory, and signage against damage from storms, fire, theft, and vandalism.
• General Liability Insurance Protection against claims of bodily injury, property damage, advertising errors, and reputational harm arising from business operations.
• Farm / Agribusiness Insurance Specialized coverage for farms and agricultural businesses addressing weather-related risks, machinery, livestock, crops, and unique operational exposures.
• Workers' Compensation Insurance State-mandated coverage providing medical treatment and partial wage replacement for work-related injuries or illnesses.
• Life Insurance Financial protection products including term, universal, and whole life policies providing death benefits to beneficiaries.
• Group Benefits Employer-sponsored benefit programs including dental, health, vision, disability, and flexible spending accounts for employee retention.
• Final Expense Insurance Policy covering end-of-life costs including funeral expenses, burial or cremation, and outstanding debts.
• Cyber Liability Insurance Business coverage for costs associated with data breaches, ransomware attacks, and other cyber incidents.
• Personal Umbrella Insurance Excess liability coverage supplementing auto, home, boat, and other policies above standard policy limits.
• Flood Insurance Property coverage for flood damage to structures and contents, required by lenders in high-risk flood zones.
• Earthquake Insurance Standalone coverage for earthquake damage to homes and personal property not included in standard policies.
• High Net Worth Coverage Customized insurance for high-value individuals covering multiple homes, collections, identity theft, and enhanced liability.
• Pet Insurance Coverage for veterinary expenses including accidents, illnesses, hereditary conditions, and diagnostic procedures.

Quantifiable outcome

• 1,000+ clients served by founder David Dargenio
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Acuity InsurancecoreChannel Partner/ Reseller/ DistributorAcuity Insurance is one of the insurance carriers represented by WIA Insurance. As an independent agency, WIA offers Acuity's insurance products to clients seeking competitive coverage options.
• Erie InsurancecoreChannel Partner/ Reseller/ DistributorErie Insurance is the primary specialization of WIA Insurance. The agency has been helping customers since 1925 with auto, home, business, and life insurance needs. WIA prominently features Erie Insurance products and provides direct quote links, bill payment, and account access through their website.
• The Progressive CorporationcoreChannel Partner/ Reseller/ DistributorProgressive Insurance is one of the carriers represented by WIA Insurance, offering competitive auto and other insurance products through the independent agency.
• Secura InsurancecoreChannel Partner/ Reseller/ DistributorSecura Insurance is among the insurance carriers represented by WIA Insurance, providing additional options for personal and business coverage.
• Wisconsin Mutual Insurance CompanycoreChannel Partner/ Reseller/ DistributorWisconsin Mutual Insurance Company is a regional carrier partnered with WIA Insurance, offering competitive pricing and local service for Wisconsin residents.
• Liberty Mutual InsurancecoreChannel Partner/ Reseller/ DistributorLiberty Mutual Insurance is one of the national carriers represented by WIA Insurance, providing access to a wide range of insurance products.
• Waunakee Area Chamber of CommerceminorStrategic or Co-development PartnerWIA Insurance is a member of the Waunakee Area Chamber of Commerce, participating in local business community activities and networking.
• Waunakee RotaryminorStrategic or Co-development PartnerWIA Insurance is affiliated with Waunakee Rotary, supporting community service initiatives in the local area.
• Waunakee School DistrictminorStrategic or Co-development PartnerWIA Insurance supports the Waunakee School District as part of their community giving back program, contributing to educational initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• State Farm: Largest US personal lines insurer with a captive agent model that competes head-to-head with independent agencies like WIA on auto, home, and life insurance in Wisconsin.
• Allstate: National personal lines insurer with a captive agent network competing with WIA on auto, home, and life insurance in Wisconsin. Comparable as a scaled competitor with brand recognition advantages.
• Acuity Insurance: Wisconsin-based mutual insurance carrier and one of WIA's core partner carriers. Comparable because Acuity also sells direct and through agency partners in WIA's footprint, making it both supplier and competitor.
• SECURA Insurance: Wisconsin-based regional insurance carrier partnered with WIA. Comparable because SECURA sells both direct and through independent agents, competing with WIA for the same Wisconsin personal and commercial lines customers.
• Erie Insurance: Regional insurance carrier and WIA's primary specialization partner. Comparable because Erie sells both through captive agents and independent agencies like WIA, competing in WIA's core personal and commercial lines.
• COUNTRY Financial: Midwest-focused insurance and financial services carrier-agency hybrid serving Wisconsin among other states. Comparable as a regional carrier offering personal, life, and commercial lines through a captive/agency distribution model.
• AAA Wisconsin: Regional AAA club offering insurance, travel, and roadside services to Wisconsin members. Comparable as an established regional brand competing for the same personal auto/home insurance customer base.

Direct peers

• M3 Insurance: Largest independent insurance brokerage in Wisconsin, offering personal, commercial, and benefits products across multiple carrier partnerships. Directly comparable as a Wisconsin-headquartered independent agency competing for the same regional clients.
• R&R Insurance Services: Wisconsin-headquartered independent insurance agency distributing personal, commercial, and group benefits products through multiple carriers. Comparable as a multi-line independent agency operating in WIA's core geography.
• Hausmann Group: Wisconsin-based independent insurance and risk management firm offering personal, commercial, and employee benefits lines. Comparable in geography, independent agency model, and multi-line product breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WIAinsuranceagency
• LinkedInlinkedin.com/company/wia-insurance
• Xx.com/wia_insurance

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 WIA Insurance