SecureCPG

What SecureCPG does

SecureCPG is a US-based retail insurance brokerage built exclusively for Consumer Packaged Goods (CPG) brands, founded in 2022 and operated through SecureCPG Inc. (Delaware). The firm places General Liability, Product Liability, Product Recall, Directors & Officers, Cyber Liability, Umbrella/Excess, EPLI, Liquor Liability, Cargo, Property, Workers Compensation, and Regulatory Defense coverage, with vertical-specific configurations for Food, Beverage, Beauty & Personal Care, Wellness & Supplements, and Pet brands. Its differentiated technical surface is a digital workflow layer rather than a software platform: a proprietary 10-minute coverage questionnaire that routes prospects between new-to-insurance and existing-policy paths, same-day Certificate of Insurance issuance pre-loaded with retailer-specific legal entity names (Target, Walmart, Costco, UNFI, KeHE), and a Policy Gap Analysis upload tool that compares existing policy PDFs against CPG-specific coverage requirements. The same-day COI and questionnaire-to-coverage-in-48-hours claims materially compress what the firm characterizes as a multi-week traditional brokerage cycle.

SecureCPG generates revenue primarily through insurance brokerage commissions — base and contingency commissions from CPG-specialized carriers on each policy placed — rather than software subscriptions, despite the recurring, annual-billed pricing structure. Pricing is stage-based and spans four tiers aligned to founder revenue: Pre-Launch ($900-$1,800/yr), Launch ($0-$1M revenue, $1,500-$3,800/yr), Growth ($1M-$5M revenue, $4,500-$14,000/yr), and Scale ($5M+ revenue, $18,000-$500,000+/yr), with premiums scaling to include D&O required for Series A, EPLI at 10+ employees, expanded Product Recall limits ($1M-$5M), and Cyber Liability. The go-to-market blends community-driven distribution (Rodeo CPG membership, Boulder Food Group, MDP Network partnerships, presence at Expo West, Fancy Food, KeHE/UNFI summits) with a self-serve website funnel that hands complex coverage needs to Head of Insurance Russ Taylor (20+ years placing CPG coverage). The firm has placed coverage for 350+ CPG brands but discloses no revenue, funding rounds, or external capital; the team spans 11-50 employees and includes co-founder/CEO Zachary DeAngelo (former CPG operator) plus executives Brian Phoebus (EVP) and Hayward Howard (SVP) with parallel affiliations at Maury Donnelly & Parr.

Name

SecureCPG

Legal name

SecureCPG Inc.

Website

https://securecpg.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

SecureCPG is a US insurance brokerage that places CPG-specific coverage — General Liability, Product Recall, D&O, Cyber, and more — for 350+ emerging consumer packaged goods brands across food, beverage, beauty, wellness, and pet verticals, with stage-based pricing and same-day retailer COI issuance.

Ownership category

akta.pro rank

Product category

Specialty Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Captive Insurance Advisory & Management (FSAEADAF)

Keywords

• Insurance brokerage
• CPG insurance
• Product recall coverage
• Commercial liability
• Specialty insurance

Headquarters

HQ city

Johns Island

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: SecureCPG acts as a retail insurance broker earning commissions from carrier placements. Revenue derives from premiums paid by CPG brands for General Liability, Product Liability, Product Recall, D&O, and other coverage types. As a broker with access to CPG-specialized carriers, they earn contingency commissions and base commissions on each policy placed.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

SecureCPG is an insurance brokerage built exclusively for consumer packaged goods (CPG) brands. It places insurance coverage — including General Liability, Product Liability, Product Recall, D&O, Cyber, Liquor Liability, and regulatory defense — with carriers, customized by CPG vertical (Food, Beverage, Beauty, Wellness, Pet) and by founder stage (Pre-Launch through Scale). Revenue is earned through brokerage commissions on the policies placed.

Product overview

SecureCPG is an insurance brokerage platform built specifically for Consumer Packaged Goods (CPG) founders. The company offers a unified insurance advisory and placement service rather than a traditional software platform. Their core offering consists of insurance products organized by coverage type (General Liability, Product Liability, Product Recall, D&O, Cyber Liability, etc.) and by industry vertical (Food, Beverage, Beauty, Wellness, Pet). They differentiate through industry-specific expertise, same-day COI issuance, and stage-based coverage guidance (Launchpad for pre-revenue to $5M revenue brands, Scaling for $5M+ revenue brands). The platform includes educational content (Stage Guides, Coverage Guides, CPG Risks 101) and a free Policy Gap Analysis tool. SecureCPG does not offer a self-service software platform but rather a broker service with human experts who specialize in CPG insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• General Liability Insurance Baseline insurance policy covering bodily injury and property damage claims at demos, trade shows, co-packer facilities, and physical locations; required by nearly every business relationship including retailers and co-packers.
• Product Liability Insurance Covers third-party claims arising from products causing bodily injury or property damage; product-specific coverage rather than premises-specific coverage under GL.
• Product Recall Coverage Pays the actual cost of a recall event including retrieval, disposal, re-manufacturing, notification, lost revenue, and crisis PR; coverage explicitly excluded from both General Liability and Product Liability.
• Directors & Officers (D&O) Insurance Protects founders and board members personally from lawsuits arising from decisions made on behalf of the company, including investor disputes, mismanagement claims, and regulatory violations; required by most institutional investors before closing a round.
• Liquor Liability Insurance Coverage for alcohol brands covering dram shop liability and TTB compliance requirements for alcoholic beverage brands.
• Cyber Liability Insurance Covers data breach notification costs, regulatory fines, credit monitoring expenses, and business interruption from cyberattacks for CPG brands operating DTC channels or storing consumer data.
• Cargo Insurance Protects product in transit from warehouse to retailer, covering inventory loss or damage during transportation.
• Regulatory Defense Coverage Covers FDA inquiries, FTC efficacy claim letters, and FSMA audits; specific coverage for government regulatory enforcement actions that standard GL policies explicitly exclude.
• Workers Compensation Insurance Legally required in most states once employees are hired; covers medical expenses and lost wages for workplace injuries.
• Property & Inland Marine Insurance Covers physical assets including inventory at co-packer facilities, raw materials in transit, trade show equipment, and warehouse stock; inland marine covers goods while moving between locations.
• Employment Practices Liability Insurance (EPLI) Covers wrongful termination, harassment, discrimination, and wage disputes; essential for CPG brands with 10+ employees since General Liability explicitly excludes employment-related claims.
• Umbrella / Excess Liability Insurance Sits on top of primary policies and pays when underlying limits are exhausted; most cost-efficient way to significantly increase coverage ceiling for CPG brands scaling to national distribution.
• CPG Insurance Program: Food Vertical Insurance coverage program built for food brands including co-packer recall, FSMA compliance, allergen labeling claims, cold chain failure coverage, and retailer COI compliance.
• CPG Insurance Program: Beverage Vertical Insurance coverage program for beverage brands including contamination and spoilage, alcohol compliance (TTB), labeling and health claims, and co-packer ingredient liability.
• CPG Insurance Program: Beauty & Personal Care Vertical Insurance program for beauty brands covering skin irritation claims, undisclosed allergens, website/email hacking, and unsubstantiated product claims defense.
• CPG Insurance Program: Wellness & Supplements Vertical Insurance program for wellness and supplement brands covering supplement efficacy claims, ingredient contamination, FDA labeling compliance, and co-manufacturer liability.
• CPG Insurance Program: Pet Food & Treats Vertical Insurance program for pet brands covering contamination and recall, AAFCO compliance gaps, ingredient sourcing liability, and retailer COI requirements for Chewy/Petco/PetSmart.

Quantifiable outcome

• 350+ CPG brands covered across 5 verticals
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Boulder Food GroupcoreStrategic or Co-development PartnerPartners with Boulder Food Group—the advisory and investment network for natural CPG brands. SecureCPG brings insurance literacy into investment and advisory conversations that typically don't address insurance early enough. This partnership embeds insurance expertise into the CPG funding and growth advisory process.
• MDP Network (Modern Distribution Program)coreStrategic or Co-development PartnerConnected to the MDP network of emerging brand operators, distributors, and retail buyers. Understanding the full supply chain—from brand through distributor to retail—enables SecureCPG to structure coverage that addresses the entire CPG distribution ecosystem, not just the brand side.
• VC & Investor NetworkminorGTM or Marketing PartnerWhen founders receive term sheets with D&O requirements they haven't heard of, SecureCPG is the broker their investor's portfolio team recommends. Established relationships with venture capital and private equity teams involved in CPG portfolio companies creates warm referral introductions to founders approaching funding rounds.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• NEXT Insurance: Digital small business insurance carrier/broker offering streamlined coverage purchasing for SMBs across multiple verticals. Comparable in self-service digital questionnaire approach and SMB focus, though NEXT is a carrier rather than pure broker.
• Newfront Insurance: Tech-enabled insurance brokerage serving high-growth and venture-backed companies with modern platform experience. Comparable in customer profile (VC-backed, scaling companies) and emphasis on tech-forward brokerage.
• Founder Shield: Insurance broker specializing in startups and venture-backed companies, including explicit CPG and DTC brand coverage. Most directly comparable to SecureCPG in terms of vertical focus on founder-stage businesses and tech-enabled brokerage model.
• Embroker: Digital commercial insurance brokerage focused on venture-backed and high-growth companies. Comparable in tech-forward brokerage approach and serving similar early-to-growth stage customer profiles.
• Vouch Insurance: Tech-enabled commercial insurance platform targeting startups and growth-stage companies, offering multiple coverage lines including D&O, general liability, and cyber. Comparable in distribution model and founder-stage customer focus.

Broad incumbents

• Marsh: Global insurance brokerage and risk advisory firm serving commercial clients across all industries including CPG/food and beverage. Comparable as a large-scale commercial broker touching CPG brands, though vastly larger and not vertically specialized.
• Aon: Global professional services firm offering insurance brokerage and risk management across all major industries. Comparable as a commercial broker serving CPG brands at scale, though much larger and broader in scope.
• CoverWallet: Digital commercial insurance platform (acquired by Aon) targeting SMBs across many verticals. Comparable in digital brokerage platform approach and SMB customer base, though broader vertical focus and now backed by global incumbent.
• Hiscox: Specialty insurer and digital distributor serving small businesses across many verticals including product liability. Comparable in serving SMBs needing product liability and general liability coverage, though operates as carrier with broader scope.

Others

• Maury Donnelly & Parr (MDP): Regional insurance brokerage with a Strategic/Core partnership with SecureCPG. Comparable in serving commercial clients including CPG-adjacent businesses, and directly relevant as a partnership channel for SecureCPG's growth.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SecureCPG
• LinkedInlinkedin.com/company/securecpg

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors2 records

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 SecureCPG