Broadway Insurance Group

What Broadway Insurance Group does

Broadway Insurance Group is a privately held independent insurance agency headquartered at 116 Clarkson Executive Park in Ellisville, Missouri, with 1–10 employees. The firm sells personal and commercial insurance lines to clients in Missouri and Southern Illinois, operating in a traditional retail brokerage model that matches customers to carrier products in exchange for commission.

The agency's principal operational differentiator is its membership in the Valley Insurance Agency Alliance (VIAA), which is itself part of the Strategic Independent Agents Alliance (SIAA) — a national network of more than 2,300 independent agencies writing in excess of $5 billion in premium. Through this affiliation, Broadway Insurance Group effectively obtains access to more than 200 insurance carriers and the back-office tooling, training, and market access that the alliance provides, which would be uneconomic for a sub-10-employee shop to replicate independently.

There is no evidence of proprietary technology, in-house underwriting, technology platform development, or significant digital infrastructure beyond a basic Weebly-hosted web presence. No funding events, M&A activity, executive hires, or product launches are disclosed in the available data, and the agency's external positioning is consistent with a small, relationship-driven local broker rather than a scaling insurtech.

Name

Broadway Insurance Group

Legal name

Broadway Insurance Group

Website

https://broadwayinsurancegroup.net

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Broadway Insurance Group is an independent insurance agency in Ellisville, Missouri, providing personal and commercial coverage to clients in Missouri and Southern Illinois through a 200+ carrier network accessed via the VIAA/SIAA alliance.

Ownership category

akta.pro rank

Product category

Independent Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industries

Retail (Personal Lines) Insurance Brokerage (FSAEADAA), Commercial General Liability (CGL) (FSAJADAA), Standalone Umbrella Liability (FSAJANAE), Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

Keywords

• Independent insurance agency
• Personal insurance brokerage
• Commercial insurance brokerage
• Multi-carrier insurance
• Insurance risk management

Headquarters

HQ city

Ellisville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: The agency acts as an independent insurance broker, earning commissions from multiple insurance carriers for placing personal and commercial insurance policies. The agency has access to over 200 different insurance companies including commercial, personal, life and health insurance.

Pricing tiers

Distribution channels2 records

Marketing channels3 records

Core offering

Broadway Insurance Group is an independent insurance brokerage that places personal and commercial insurance policies on behalf of clients by comparing coverages and pricing across more than 200 partner insurance carriers. It operates as a member of the Valley Insurance Agency Alliance (VIAA) and the Strategic Independent Agents Alliance (SIAA), earning carrier commissions in exchange for matching customers with the best-fit insurance products for their personal, family, or business needs.

Product overview

Broadway Insurance Group offers a comprehensive insurance portfolio through a network of over 200 insurance company partners, providing both personal and commercial insurance products. The personal insurance offerings include auto, homeowners, condo/renters, umbrella, health, life, motorcycle, watercraft, collectibles, home-based businesses, and earthquake coverage. The commercial insurance portfolio includes business auto, commercial general liability, professional liability (errors and omissions), workers compensation, umbrella coverage, bonds, business owners policies (BOP), equipment floaters, group health/employee benefits, and inland marine insurance. The company serves clients throughout Missouri and Southern Illinois as a member of Valley Insurance Agency Alliance (VIAA), part of the Strategic Independent Agents Alliance (SIAA) national network of over 2,300 independent agencies.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Personal auto insurance providing financial protection against accidents, covering property damage, liability, and medical expenses; includes bodily injury liability, property damage liability, collision, comprehensive, and uninsured/underinsured motorist coverage.
• Homeowners Insurance Package policy covering damage to the home, personal belongings, liability protection, and additional living expenses when a homeowner is temporarily unable to live in the home due to insured disasters.
• Condo & Renters Insurance Insurance coverage for condominium owners and renters to protect personal property and liability.
• Personal Umbrella Insurance Personal umbrella liability policy providing extra layer of protection beyond standard homeowners or auto policy limits, including coverage for libel and slander claims.
• Health Insurance Coverage for medical expenses including in-network and non-network providers, with varying deductibles, coinsurance, and copays.
• Life Insurance Financial protection for families providing death benefits to surviving spouses and dependents.
• Motorcycle Insurance Insurance coverage for motorcycles protecting against accidents, theft, and liability.
• Watercraft Insurance Insurance coverage for watercraft vessels protecting against damage and liability.
• Coverage for Collectibles Specialized coverage for collectible items including jewelry, furs, silverware, and other valuable collectibles.
• Home Based Businesses Insurance Insurance coverage for home-based businesses providing protection beyond standard homeowners policies.
• Monoline Earthquake Insurance Standalone earthquake insurance policy providing coverage for earthquake damage not included in standard homeowners policies.
• Business Auto Insurance Coverage for business vehicles including liability, physical damage (collision, comprehensive), and protection for owned, hired, and non-owned autos used for business purposes.
• Commercial General Liability Insurance Coverage protecting businesses against lawsuits for bodily injury or property damage caused by the business, employees, or products.
• Professional Liability Insurance Errors and omissions liability insurance protecting professionals against financial losses from client lawsuits claiming negligence or inadequate work.
• Workers Compensation Insurance Coverage required in most states providing medical care and compensation for lost income to employees injured in workplace accidents, regardless of fault.
• Commercial Umbrella Coverage Excess liability protection providing additional coverage beyond underlying commercial liability policies.
• Bonds Surety bonds providing financial guarantees for contractual obligations and business commitments.
• Business Owners Policy (BOP) Package policy combining commercial property and general liability coverage for small to medium businesses.
• Equipment Floaters Coverage for movable equipment that is taken on and off the business premises.
• Group Health and Employee Benefits Health insurance and employee benefit programs for businesses covering workers and their dependents.
• Inland Marine Insurance Coverage for goods and equipment transported overland, including shipments by truck, rail, or air.

Quantifiable outcome

• More choices and savings through access to 200+ carriers

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Valley Insurance Agency Alliance (VIAA)coreChannel Partner/ Reseller/ DistributorBroadway Insurance Group is a member of Valley Insurance Agency Alliance. VIAA is an alliance of professional independent insurance agencies throughout Missouri and Southern Illinois. This membership provides Broadway access to competitive insurance products and the ability to compare coverages and pricing with over 200 different insurance companies.
• Strategic Independent Agents Alliance (SIAA), Inc.minorChannel Partner/ Reseller/ DistributorVIAA is a member of Strategic Independent Agents Alliance, SIAA, Inc., a national organization of over 2,300 independent insurance agencies writing in excess of $5 billion of premium in 48 states plus Canada. This is an indirect partnership through VIAA membership.

Scale indicators4 records

Recent moves1 record

Expansion highlights2 records

Emerging players

• GEICO: Direct-to-consumer auto and home insurer bypassing independent agents via digital and phone channels. Represents the disintermediation threat to Broadway's personal lines book.
• Lemonade: Digital-native insurance carrier selling renters, home, auto, pet, and life coverage directly to consumers online. Represents the long-term technology-driven competitive threat to small traditional agencies.

Direct peers

• Goosehead Insurance: Independent insurance agency that compares and places policies across multiple carriers for personal and commercial lines. Closely mirrors Broadway's multi-carrier independent agency model and product breadth.
• Insurance Office of America: Independent insurance agency/brokerage providing commercial and personal insurance through multiple carrier relationships. Operates the same independent distribution model as Broadway at larger scale.
• Brightway Insurance: Franchise-based independent insurance agency offering personal, commercial, life, and specialty products across a broad carrier panel. Operates the same independent agent/broker model as Broadway.
• Higginbotham: Independent insurance brokerage offering commercial and personal lines across multiple carriers. Comparable as a multi-carrier agency/brokerage serving both consumer and business clients.

Broad incumbents

• Brown & Brown: National insurance brokerage and agency operator providing commercial, personal, and benefits products. Competes with Broadway in the multi-carrier independent agency category.
• Hub International: Global insurance brokerage operating across commercial, personal, and employee benefits lines. Competes with Broadway for mid-market commercial accounts and offers the same multi-carrier brokerage model at scale.
• Acrisure: Large independent insurance brokerage platform aggregating agencies across the U.S. Represents both a competitor for commercial placements and a potential acquirer of small agency books like Broadway's.
• The Cincinnati Insurance Companies: Regional P&C and life insurer that distributes exclusively through appointed independent agents. Represents the carrier side of the relationship Broadway brokers into.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/broadway-insurance-group

Revenue estimate

Valuation estimate

Number of profiles

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 Broadway Insurance Group