Professional Insurance Agents Of Wisconsin, Inc.

What Professional Insurance Agents Of Wisconsin, Inc. does

Professional Insurance Agents of Wisconsin, Inc. (PIAW), founded in 1949 and headquartered in Madison, Wisconsin, is a private non-profit trade association representing more than 650 independent insurance agencies and 3,500 agents and agency employees across the state. The association is governed by an elected Board of Directors, led by Executive Director Pete Hanson and Communications Director/Lobbyist Natalie White, with no parent company or institutional ownership.

PIAW's core offerings center on a membership program that bundles access to professional education, legislative advocacy, networking events, and operational resources. The professional education line is the substantive product core: PIAW administers continuing education, prelicensing courses, and four premier designations (CIC, CISR, CPIA, and the Ruble Graduate Seminar), delivered via in-person events, webinars, and the PIAW website built on GrowthZone CMS. Adjacent products include E&O insurance quoting services, an endorsed-provider cybersecurity offering through Redbird Security, an agency-acquisition financing channel through Security Financial Bank, the bimonthly Wisconsin Professional Agent magazine, and the $2,500 PIA Scholarship Program.

The business model is a diversified non-profit revenue mix with three streams: recurring membership dues from agencies and individual agents, education and event fees (designation programs, CE courses, the ENGAGE convention, Winter Get-Away, golf outings), and sponsorship revenue from carrier Supporting Members at Platinum, Gold, and Silver tiers. Distribution is primarily direct via the members.piaw.org portal and through carrier partners that promote membership to their independent agency networks; state membership automatically extends to PIA National, creating a dual-tier structure. Advocacy is conducted through two in-house lobbyists in Madison and federal representation via PIA National, with a documented record of influencing Wisconsin insurance law including Act 73 (cybersecurity, 2021) and 2025 Act 260 (Assignment of Benefits reform).

Name

Professional Insurance Agents Of Wisconsin, Inc.

Legal name

Professional Insurance Agents of Wisconsin, Inc.

Website

https://piaw.org

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1–10 employees

Short description

Professional Insurance Agents of Wisconsin is a 1949-founded non-profit trade association serving 650+ independent insurance agencies and 3,500 agents in Wisconsin through membership dues, professional education designations (CIC, CISR, CPIA), legislative advocacy, and carrier-sponsored events.

Ownership category

akta.pro rank

Product category

Insurance Trade Association Services

NAICS

Other Insurance Related Activities (52429)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Insurance trade association
• Professional insurance education
• Legislative advocacy services
• Insurance agent membership
• Continuing education programs

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership Dues: Annual membership dues from independent insurance agencies and individual agents. Members receive access to education programs, advocacy services, events, and other member benefits.
2. Education and Event Fees: Revenue from professional designation programs (CIC, CISR, CPIA), continuing education courses, webinars, seminars, and annual conventions. PIA transitioned education online during COVID-19 pandemic.
3. Sponsorships and Supporting Membership: Insurance carriers pay to become Platinum, Gold, or Silver Supporting Members, providing sponsorship revenue and enabling member benefits.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Professional Insurance Agents of Wisconsin (PIAW) is a non-profit trade association that provides membership, professional education, legislative advocacy, and networking services to independent insurance agencies and professionals across Wisconsin. Its core offerings include agency membership with access to advocacy and member benefits, continuing education and professional designation programs (CIC, CISR, CPIA, Ruble Graduate Seminars), state and federal legislative lobbying, E&O insurance quoting services, annual conventions (ENGAGE), and the YPI Network for young insurance professionals.

Product overview

Professional Insurance Agents of Wisconsin (PIAW) is a trade association representing independent insurance agencies and professionals in Wisconsin. The organization operates as a unified membership platform offering advocacy services, professional education programs, and member benefits. Its core offerings include membership access, continuing education and professional designations (CIC, CISR, CPIA), E&O insurance quotes, legislative lobbying, annual conventions (ENGAGE), the YPI Network for young professionals, the Wisconsin Professional Agent magazine, and scholarship programs for students entering the insurance field.

Differentiator

Problem solved

Functional benefit

Brands

• Young Professionals Insurance Network: A division of PIAW focused on young professionals in the insurance industry
• YPI Network

Products and services

• PIA of Wisconsin Membership Program Association membership for independent insurance agencies and professionals in Wisconsin, providing access to advocacy, education, networking events, E&O insurance quotes, and member benefits. Members are automatically enrolled into PIA National.
• Professional Education and Designation Programs Continuing education (CE) credits, professional designations including CIC (Certified Insurance Counselor), CISR (Certified Insurance Service Representative), CPIA (Certified Professional Insurance Agent), and Ruble Graduate Seminars, along with webinars, prelicensing courses, and Insurance 101 for insurance professionals.
• Legislative Advocacy Lobbying and legislative advocacy services at the Wisconsin State Capitol and U.S. Congress, representing independent insurance agents on priority legislation including cybersecurity laws, AOB reform, and insurance regulation.
• E&O Insurance Quoting Service Errors and Omissions insurance quoting services for member agencies through partnerships with insurance carriers.
• ENGAGE Annual Convention Annual convention bringing together insurance professionals, carriers, and vendors for education, networking, awards, and industry events.
• YPI Network (Young Professionals Insurance Network) Networking and professional development group for young insurance professionals in Wisconsin.
• Wisconsin Professional Agent Magazine Bimonthly trade publication covering industry news, legislative updates, member spotlights, and insurance topics for Wisconsin agents.
• PIA Scholarship Program Scholarships awarded to high school and college students pursuing insurance or related fields of study, with awards of $2,500 each.

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core, platinum, gold and silver.

• PIA National (National Association of Professional Insurance Agents)coreStrategic or Co-development PartnerState-level membership automatically enrolls members into national PIA organization. PIA National conducts membership surveys and provides resources, advocacy at federal level, and professional development programs shared with state affiliates.
• Rockford MutualplatinumChannel Partner/ Reseller/ DistributorPlatinum Supporting Member - premier sponsor enabling member benefits. Partners with PIA to support independent agency community through sponsorship.
• Wisconsin Mutual (WIINS)platinumChannel Partner/ Reseller/ DistributorPlatinum Supporting Member providing sponsorship that enables member benefits and programs.
• NohreplatinumChannel Partner/ Reseller/ DistributorPlatinum Supporting Member sponsor for PIA events and member services.
• Redbird SecuritycoreStrategic or Co-development PartnerPIA's endorsed provider of Cybersecurity and IT Services. Provides consults to PIA members regarding agency technological needs and cybersecurity protection. Contact Lamar Garrett for agency IT questions.
• Progressive InsuranceplatinumChannel Partner/ Reseller/ DistributorPlatinum Supporting Member sponsor supporting PIA member benefits and programs.
• Society InsurancegoldChannel Partner/ Reseller/ DistributorGold Supporting Member sponsor for PIA events and member resources.
• IMT InsurancegoldChannel Partner/ Reseller/ DistributorGold Supporting Member sponsor. 2025 Company Representative of the Year Mike Tietz represents IMT Insurance.
• Liberty Mutual (Safeco)goldChannel Partner/ Reseller/ DistributorGold Supporting Member sponsor for PIA member programs.
• West Bend InsurancesilverChannel Partner/ Reseller/ DistributorSilver Supporting Member sponsor providing content resources including sports and leisure insurance guides for members.
• Security Financial Bank (SFB)coreStrategic or Co-development PartnerWisconsin-based community bank recognized for insurance agency lending. Offers acquisition financing based on book of business value. Provides free consultations for PIA members seeking agency acquisition loans.
• Acuity InsurancesilverChannel Partner/ Reseller/ DistributorSilver Supporting Member sponsor for PIA events and programs.
• Erie InsurancesilverChannel Partner/ Reseller/ DistributorSilver Supporting Member sponsor for PIA member services.
• Secura InsurancesilverChannel Partner/ Reseller/ DistributorSilver Supporting Member celebrating 125th anniversary in 2025.
• Badger MutualsilverChannel Partner/ Reseller/ DistributorSilver Supporting Member. Affiliated with Rural Mutual Insurance with combined 227 years of service.
• Office of the Commissioner of Insurance (OCI)coreOthersWisconsin state regulatory agency. PIA works with OCI on licensing, cybersecurity certification requirements, and regulatory compliance matters for member agencies.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• National Association of Insurance and Financial Advisors (NAIFA): National professional association for insurance and financial services producers offering continuing education, advocacy, and member benefits; overlapping audience with PIAW's individual agent members.
• Big "I" / Independent Insurance Agents & Brokers of America: National association for independent insurance agents that PIAW affiliates with for federal advocacy; broader in scope than PIAW and serves as the umbrella organization for state-level chapters like IIAW.

Regional players

• Wisconsin Insurance Alliance: Wisconsin-based insurance industry trade group representing carriers and agents on state legislative issues; overlaps with PIAW's advocacy footprint in Madison.
• CPCU Society (Chartered Property Casualty Underwriters): National professional society focused on the CPCU designation and continuing education for P&C insurance professionals; competes with PIAW's CIC/CISR/CPIA programs for the same designation-seeking audience.

Direct peers

• Professional Insurance Agents of Illinois (PIA IL): Neighboring Midwest state PIA affiliate offering the same mix of designation education, lobbying, and annual convention programming to independent agencies in Illinois.
• Independent Insurance Agents of Wisconsin (IIAW): Wisconsin's Big "I" state affiliate representing independent insurance agencies in the same geography as PIAW; competes head-to-head for the same member base with overlapping advocacy and education.
• Professional Insurance Agents of New Jersey (PIA NJ): State-level PIA affiliate serving independent insurance agents in New Jersey with comparable education (CIC/CISR designations) and legislative advocacy programs.
• Professional Insurance Agents of Florida (PIA FL): Florida state PIA affiliate delivering comparable membership, designation, and advocacy services to independent agencies in that state.
• Professional Insurance Agents of Ohio (PIA OH): State PIA chapter with parallel education, advocacy, and carrier sponsorship structure serving independent insurance agents in Ohio.
• Professional Insurance Agents of New York (PIA NY): State-level PIA affiliate providing education, advocacy, and member services to independent insurance agents in New York; structurally identical to PIAW with the same dual state/national membership model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCOsfZadTF6QWE8BirdvY37w
• Facebookfacebook.com/professionalinsuranceagentsofwisconsin
• LinkedInlinkedin.com/company/pia-of-wisconsin

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Professional Insurance Agents Of Wisconsin, Inc.