Johnson And Sons Inc

What Johnson And Sons Inc does

Johnson & Sons, Inc. is a family-owned independent insurance agency founded in 1926 by Walter R. Johnson and his wife Ruby in their farmhouse southeast of Ogden, Iowa. The agency operates two physical offices in Ogden and Dayton, Iowa, staffed by approximately 7 team members and licensed to serve clients throughout the state of Iowa. Its core product portfolio spans personal lines (home, auto, renters, motorcycle, watercraft, condo, life, travel, umbrella, flood, earthquake, classic car), commercial lines (business owners policies, general liability, workers' compensation, business auto, commercial property, cyber liability), and specialized industry coverage (crop, farm, contractor, retail, office building, church). The agency also distributes Medicare Solutions for seniors.

The business operates a multi-carrier brokerage model, representing 20+ insurance carriers (GEICO, Progressive, Nationwide, Liberty Mutual, Safeco, Assurant, Berkley One, IMT, Farmers Mutual Hail, NAU Country, Foremost, and others) to provide multi-quote comparison to consumers. Revenue is generated through commissions on policy sales and renewals, with pricing determined through individualized quotes rather than disclosed fee structures. The go-to-market is sales-led, combining direct in-office engagement, phone-based service, online quote requests, and a referral program, supplemented by digital marketing through website, blog, Twitter, Facebook, LinkedIn, Instagram, and Yelp channels.

The current leadership team is led by President Erick E. Johnson (grandson/family successor, Ogden office) and Vice President Paula Gallentine (Dayton office), with CSRs handling personal lines, crop, and customer service functions across both locations. There is no disclosed external funding, no parent company, no subsidiary structure, and no API or proprietary technology stack — the agency is a traditional relationship-driven operation positioned as a 'hometown' alternative to direct-to-consumer and captive-agent channels.

Name

Johnson And Sons Inc

Legal name

Johnson & Sons, Inc.

Website

https://www.jsonsagency.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

1–10 employees

Short description

Johnson & Sons, Inc. is a family-owned independent insurance agency founded in 1926 in Ogden, Iowa, representing 20+ carriers to provide personal, business, and industry-specific insurance solutions across Iowa from two office locations.

Ownership category

akta.pro rank

Headquarters

HQ city

Ogden

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, Infrastructure

Revenue model

1. Insurance Commissions: As an independent insurance agency, Johnson & Sons earns commissions from insurance carriers for policies sold and serviced. They represent multiple insurance companies allowing them to shop quotes for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Johnson & Sons, Inc. is an independent insurance agency that brokers personal, commercial, and industry-specific insurance solutions from 20+ insurance carriers to clients throughout Iowa. The agency sells and services personal lines (home, auto, renters, motorcycle, watercraft, life, umbrella), business lines (business owners, general liability, workers' compensation, commercial property, business auto, cyber), and specialized industry coverage (crop, farm, contractor, retail, office building), plus Medicare solutions for seniors. Revenue is generated through carrier commissions on policies placed and renewed.

Product overview

Johnson & Sons, Inc. is an independent insurance agency offering a comprehensive portfolio of personal, business, and industry-specific insurance products. The agency operates as a multi-carrier broker, shopping quotes from multiple insurance companies to provide unbiased guidance. Their core offerings include personal lines (home, auto, renters, motorcycle, watercraft), commercial lines (business owners policies, general liability, workers' compensation, commercial property), and specialized industry coverage (crop, farm, contractor, retail). They also provide Medicare solutions for seniors. All products are distributed through their two Iowa locations in Ogden and Dayton.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Multi-line personal insurance coverage for individuals and families including home, auto, renters, motorcycle, watercraft, condo, life, travel, umbrella, flood, earthquake, and classic car insurance. Designed for Iowa households needing guidance across multiple personal insurance categories.
• Business Insurance Commercial insurance products for businesses including business owners policies, general liability, workers' compensation, business auto, commercial property, cyber liability, natural disaster, and business interruption coverage. Designed for small and medium business owners managing operational, employee, and asset risk.
• Insurance by Industry Specialized insurance solutions tailored to specific industries including crop, farm, contractor, office building, retail, church, and other business sectors. Designed for Iowa businesses operating in industries with specialized risk profiles.
• Medicare Solutions Health insurance options for people 65 or older, including Medicare Advantage, Part D, supplemental plans, hospital indemnity plans, ACA plans, short-term medical, and final expense insurance. Designed for Iowa seniors navigating Medicare and senior health coverage decisions.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core.

• American ModerncoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. American Modern specializes in residential and commercial insurance products.
• AssurantcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Assurant provides risk management solutions.
• Berkley OnecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Berkley One focuses on high-value personal insurance.
• Farmers Mutual HailcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons, particularly relevant for Iowa agricultural clients. Specializes in crop insurance.
• ForemostcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Foremost provides specialty insurance products.
• GEICOcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. GEICO is a major auto and home insurance provider.
• Guide OnecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Guide One provides insurance solutions.
• IMT InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. IMT Insurance provides personal and commercial insurance.
• Merchants BondingcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Merchants Bonding provides surety and fidelity bond products.
• NationwidecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Nationwide is a major insurance and financial services company.
• NAU CountrycoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. NAU Country specializes in crop insurance solutions.
• North Star MutualcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. North Star Mutual provides insurance products.
• Pekin InsurancecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Pekin Insurance provides personal and business insurance.
• ProgressivecoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Progressive is a major auto and home insurance provider.
• RPS Risk PlacementcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. RPS provides specialty and surplus lines insurance.
• SFMcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. SFM provides workers compensation and business insurance.
• United MutualcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. United Mutual provides insurance products.
• WellmarkcoreChannel Partner/ Reseller/ DistributorInsurance carrier represented by Johnson & Sons. Wellmark provides health and medical insurance.
• Liberty MutualcoreChannel Partner/ Reseller/ DistributorInsurance carrier partner with association logo displayed on About page.
• SafecocoreChannel Partner/ Reseller/ DistributorInsurance carrier partner with association logo displayed on About page.
• Trusted ChoicecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner with association logo displayed on About page. Trusted Choice is an independent insurance agency brand.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Holmes Murphy & Associates: Iowa-based independent insurance brokerage founded 1932 offering commercial, personal, and benefits across multiple states. Most direct comparable in scale, geography, and product breadth to Johnson & Sons, though materially larger.
• TrueNorth Companies: Cedar Rapids, IA-headquartered insurance and financial services firm with personal, commercial, and ag insurance offerings. Same Iowa-centric model and similar Midwest independent-agency positioning as Johnson & Sons.
• Western Iowa Insurance: Small-town Iowa-based independent insurance agency representing multiple carriers and serving rural agricultural and personal lines customers. Closest geographic and scale analog to Johnson & Sons.

Broad incumbents

• Arthur J. Gallagher & Co. One of the largest global insurance brokerages (NYSE: AJG) with retail brokerage, risk management, and HR consulting. Represents the broad-incumbent competitive benchmark that agency aggregators emulate and that small independents ultimately may sell into.
• Marsh McLennan: Global professional services firm in risk, insurance, and consulting. Operates Marsh McLennan Agency which acquires mid-market independent agencies — directly relevant as a potential roll-up acquirer for Johnson & Sons.
• Brown & Brown, Inc. National insurance brokerage (NYSE: BRO) with a programmatic roll-up strategy acquiring regional independent agencies. A natural strategic acquirer for small Iowa agencies of Johnson & Sons' profile.
• Hub International: PE-backed (Hellman & Friedman) North American insurance brokerage that has grown primarily through acquiring mid-market independent agencies across the Midwest and US. Directly comparable roll-up acquirer profile.

Emerging players

• Alera Group: PE-backed insurance brokerage roll-up formed by Century Equity Partners and aggressively acquiring independent agencies. Active acquirer of agencies in Johnson & Sons' size range with $1–10M revenue.

Others

• Assurex Global: Worldwide partnership network of independent commercial insurance and risk-management firms. Comparable as a peer ecosystem rather than a direct competitor, often relevant to independent-agency partnership strategy.

Regional players

• Midwest Heritage Financial Group: Iowa-based financial and insurance services firm with banking and independent agency operations. Regional peer serving overlapping rural Iowa customer base with similar multi-line product structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/i/flow/login?redirect_after_login=%2Fjsonsagency
• Facebookfacebook.com/jsonsagency
• LinkedInlinkedin.com/company/johnson-sons-inc
• Instagraminstagram.com/jsonsagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Johnson And Sons Inc