Well Insurance Agency

What Well Insurance Agency does

Well Insurance Agency is a privately held independent insurance agency founded in 2016 that specializes exclusively in insurance products for e-commerce businesses, with a particular focus on third-party Amazon sellers. The firm was co-founded by two established independent insurance agents (Matt Lovell and Nicole Geiger Welden) and an experienced e-commerce seller (Lori Jurans, selling on Amazon since 2012), giving the team both underwriting expertise and practitioner-level insight into marketplace seller risks. Licensed in all 50 states and operating from a lean team of 1-10 employees (three named founding partners), the agency distributes through phone, online quote forms, email, an Amazon Insurance Accelerator channel with Marsh, and a 15+ partner referral ecosystem that includes eComEngine, Payability, TaxValet, Cabilly & Co., and hellotax. Its revenue is generated via commission on insurance premiums written across a broad line of carriers, including Hartford, Liberty Mutual, Acuity, Markel, and Lloyd's of London.

Name

Well Insurance Agency

Legal name

Well Insurance Agency

Website

https://well-insurance.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Well Insurance Agency, founded in 2016, is a private independent insurance agency specializing in e-commerce and Amazon seller insurance. It pioneered Amazon Suspension Insurance, holds 50-state licensing, and serves small and medium online sellers through direct sales and a partner referral ecosystem.

Ownership category

akta.pro rank

Product category

Commercial Insurance for eCommerce Sellers

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• ECommerce insurance
• Amazon seller insurance
• Commercial liability coverage
• Product liability insurance
• Online business insurance

Headquarters

HQ city

Morganfield

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Revenue generated from insurance policy premiums across multiple coverage types including General Liability, Product Liability, Commercial Auto, Workers Compensation, Umbrella, Ocean Marine Cargo, Inventory Insurance, and Inventory Storage Insurance. They partner with world-renowned underwriters including Lloyd's of London.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Well Insurance Agency is an independent insurance agency licensed in all 50 U.S. states that sells commercial insurance products tailored exclusively to eCommerce and online marketplace sellers. The agency places policies with multiple carriers including Lloyd's of London, Hartford, Liberty Mutual, Acuity, and Markel, offering eCommerce Insurance, Amazon Sellers Insurance, General Liability, Product Liability, Workers Compensation, Commercial Auto, Umbrella, Ocean Marine Cargo, Inventory, Inventory Storage, and Cyber Liability coverage. Its flagship innovations are the world's first Amazon Suspension Insurance policy (March 2017) and the first General Liability + Suspension Insurance Combo policy (2019), addressing account-suspension risks unique to Amazon third-party sellers.

Product overview

Well Insurance Agency is a specialized independent insurance agency focused exclusively on e-commerce businesses since 2016. The company offers a comprehensive portfolio of insurance products designed for online sellers on platforms including Amazon, TikTok Shop, Shopify, Walmart, and eBay. Core products include eCommerce Insurance, General Liability Insurance, Product Liability Insurance, Workers Compensation, Commercial Auto, Umbrella, and Ocean Marine Cargo Insurance. The agency has developed specialized products unique to the market, including the world's first Amazon Suspension Insurance policy (launched March 2017, backed by Lloyd's of London) and the first General Liability + Suspension Insurance Combo policy (2019). Additional offerings include Inventory Storage Insurance, Cyber Liability Insurance, and Amazon Insurance Accelerator (partner program with Marsh/Amazon). Licensed in all 50 states, the agency works with multiple insurance carriers including Hartford, Liberty Mutual, Acuity, Markel, and Lloyd's. The company was founded by e-commerce sellers and insurance professionals to address the gap in insurance solutions for online businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• eCommerce Insurance Comprehensive insurance coverage designed for online businesses operating on platforms like Amazon, Shopify, Walmart, and TikTok Shop, covering property damage, liability lawsuits, cyberattacks, and other risks unique to e-commerce operations.
• Amazon Sellers Insurance Specialized insurance for Amazon marketplace sellers requiring Commercial General Liability coverage with at least $1,000,000 per occurrence, including Products Liability coverage, to meet Amazon's insurance requirements for sellers exceeding $10,000 in monthly sales.
• General Liability Insurance Business insurance covering bodily injury, property damage, personal injury, and advertising injury claims. Pays for litigation costs, settlements, and medical expenses, including Products-Completed Operations and contractual liability coverage.
• Product Liability Insurance Specialized coverage protecting businesses from lawsuits arising from injuries or property damage caused by products they manufacture, sell, or distribute, covering claims, damages, and legal costs up to the policy maximum.
• Inventory Insurance Property insurance covering business inventory and physical assets against damage or destruction from covered events such as fires, theft, or vandalism, tailored to specific business needs.
• Inventory Storage Insurance Specialized coverage for e-commerce inventory stored at third-party warehouses, protecting against theft, damage, and expiration while in storage, complementing inland marine, business interruption, and general liability insurance.
• Commercial Auto Insurance Vehicle insurance for business-owned automobiles covering liability, collision, comprehensive, medical payments, and uninsured motorist protection, distinct from personal auto policies.
• Cyber Liability Insurance Coverage helping businesses cover losses and recovery costs after a data breach, data loss, or cyberattack, protecting against financial losses from digital security incidents.
• Workers Compensation Insurance Insurance covering payments to employees injured on the job, including medical expenses and wage replacement; required in most states for employers with employees.
• Umbrella Insurance Additional liability coverage extending limits of existing policies (home, auto, business), providing $1 million or more in extra coverage and covering situations excluded by other policies such as slander or libel.
• Ocean Marine Cargo Insurance Coverage for goods transported via ocean shipping containers through ground transport to warehouse, protecting inventory ownership transferred during transit when regular property policies do not respond.
• Amazon Insurance Accelerator Program connecting Amazon sellers with vetted insurance providers through Amazon's partnership with Marsh, helping sellers comply with Amazon's requirement for product liability coverage when reaching $10,000 in monthly sales.
• TikTok Shop Insurance Tailored business insurance for sellers using TikTok's eCommerce platform, addressing specific risks including product liability, property damage, cyber threats, and shipment issues.
• Amazon Suspension Insurance World's first insurance policy covering Amazon seller account suspensions, backed by Lloyd's of London, protecting sellers from financial losses if their Amazon selling account is suspended.
• General Liability + Suspension Insurance Combo Combined policy offering both standard General Liability coverage and Amazon account suspension protection in a single policy, introduced in 2019 as the first such combined product in the industry.

Quantifiable outcome

• Amazon covers claims of $1,000 or less for sellers with valid insurance policies
• +1 more outcomes

Named customers9 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

15 partnerships are on record, tiered minor.

• eComEngineminorGTM or Marketing PartnerSoftware engineering firm specializing in cloud-based SaaS tools for Amazon sellers. Known for FeedbackFive (reputation management), RestockPro (inventory management), and MarketScout (product research). Helps merchants streamline e-business processes.
• Nevada Corporate PlannersminorGTM or Marketing PartnerSince 1997, helps e-commerce sellers protect US brand and profits with LLC and Corporate formations, US virtual addresses, banking, EINs, sales tax registrations, and strategy calls for sellers expanding to the US.
• PayabilityminorGTM or Marketing PartnerProvides daily cash flow to Amazon Sellers for buying more inventory, staying in the Buy Box, and getting best deals from suppliers. Over 1,500 Amazon Sellers use Payability to grow their business with next day payments.
• Catching CloudsminorGTM or Marketing PartnerProvides outsourced ecommerce accounting services for online businesses. Experts in ecommerce businesses, their world and technology, and the accounting they need to manage their businesses.
• Chris McCabe / eCommerce ChrisminorImplementation/ SI/ Consulting PartnerChris McCabe worked for years on Amazon performance-and-policy enforcement teams as well as Bezos escalations. Now helps sellers think like Amazon and protect their businesses with listing reinstatement services.
• TaxValetminorGTM or Marketing PartnerTakes the hassle and risk out of sales tax by doing it for sellers, saving on average $650/month compared to typical accountant/CPA. Handles sales tax registration and ongoing compliance.
• TeikametricsminorGTM or Marketing PartnerFlywheel combines analytics, automation controls, and artificial intelligence to drive the best return for ad spend on Amazon and Walmart.
• PayoneerminorGTM or Marketing PartnerCross-border payments platform connecting businesses, professionals, countries and currencies. Helps online sellers repatriate overseas earnings at better rates, pay overseas suppliers/virtual assistants, and provides working capital.
• Awesome DynamicminorGTM or Marketing PartnerFull service lineup of services for Seller Central and Vendor Central, with expert team to establish, manage and maximize growth potential on Amazon.
• Cabilly & Co.minorImplementation/ SI/ Consulting PartnerLaw firm combining expertise in intellectual property with daily interactions with Amazon sellers. Assists with trademarks, patents, copyright, and day-to-day issues on selling platforms. Founded by Yael Cabilly, ranked among top 20 trademark lawyers in the US.
• LA Law GroupminorImplementation/ SI/ Consulting PartnerFounded by veteran eCommerce seller with over a decade as recognized online seller. Provides legal services from business entity formation through operational legal issues and sellers facing suspension on Amazon.
• hellotaxminorGTM or Marketing PartnerOffers online VAT Registration & VAT Filings for Amazon and eCommerce sellers in Europe. Team of 70 employees and 30+ VAT experts across Europe covering UK, ES, FR, NL, DE, PL, CZ, SK, AT, IT, SE markets.
• SellerVUEminorGTM or Marketing PartnerHelps Amazon, Shopify, Etsy, Walmart, eBay, and TikTok sellers systemize profit and stop hidden leaks. Uncovers blind spots in freight charges, supplier creep, refunds, hidden fees, tariffs, and spreadsheet errors.
• EcomcyminorGTM or Marketing PartnerVerified partner agency and official Amazon Service Provider and Walmart Agency Solution Provider. Delivers full-service brand management, scalable advertising, and proven growth strategies.
• PPC JumpstartminorGTM or Marketing PartnerPerformance-driven Precision Targeted Framework guaranteeing 30%+ revenue lift within four weeks on Pay-On-Results basis for Amazon sellers with $1M+ annual sales.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Next Insurance: Tech-enabled SMB commercial insurance carrier and agency selling general liability, product liability, and workers' comp directly to small businesses and online sellers. Comparable target customer (SMB eCommerce operators) with similar self-serve digital GTM.
• Embroker: Digital commercial insurance broker built for small and mid-sized businesses, with products including general liability, product liability, and specialty coverages. Comparable digital-first brokerage model targeting similar SMB customers.
• Insureon: Online commercial insurance marketplace specializing in small business policies including general liability, product liability, and workers' comp. Targets many of the same online retailer and SMB customers as Well Insurance via a digital quote-and-bind flow.
• CoverWallet (Aon): Digital commercial insurance brokerage acquired by Aon, focused on simplifying purchase of liability, property, and specialty coverages for SMBs including online retailers. Direct competitor serving the same eCommerce/SMB customer base with a digital-first experience.
• Thimble: Digital-first small business insurance agency offering short-term and annual liability policies to freelancers and online sellers. Direct competitor in the online-seller/SMB liability space, with similar focus on fast-binding, quote-based online purchase.
• Simply Business: Online small business insurance brokerage comparing policies from multiple carriers for SMBs across many verticals including online retail. Comparable independent agency model placing coverage with multiple carriers via a digital experience.

Broad incumbents

• Hiscox: Global specialty insurer with a well-known small business and professional liability franchise that includes product liability and eCommerce-facing policies. Overlaps in product lines (GL, product liability, cyber) and target customer (small online businesses) but operates as a carrier across a much broader portfolio.
• Marsh (Amazon Insurance Accelerator): Global insurance broker and risk advisor that runs the Amazon Insurance Accelerator referenced by Well Insurance as a partner program. Competes for the same Amazon seller compliance placement opportunity at vastly greater scale, and is both a competitor and a referrer into Well Insurance.

Emerging players

• Coterie Insurance: Insurtech focused on simplifying small business insurance with an API-driven, instant-bind model for general liability and BOP coverages. Overlaps with Well Insurance in serving SMBs needing fast, minimal-friction liability policies, though not yet specialized in marketplace seller compliance.
• pie Insurance: Digital workers' compensation insurer also offering package policies to small businesses, with a focus on fast quoting and online bind. Partial overlap with Well Insurance on the workers' comp and small commercial lines sold to eCommerce employers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ecominsurance
• LinkedInlinkedin.com/company/well-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 Well Insurance Agency