Acrisure
An American insurance brokerage and financial technology company built through acquisitions and expanded into technology-enabled insurance services.
Last updated August 21, 2026
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Overview
Acrisure is an American insurance brokerage and financial technology company headquartered in Grand Rapids, Michigan. Founded in 2005 by Greg Williams and Ricky Norris, it was initially established as a platform for acquiring insurance agencies in the Midwestern United States. The company subsequently expanded across the United States and into international markets through an acquisition-led model that preserved local agency relationships while combining them within a larger operating network. Acrisure's core business is insurance brokerage. It helps individuals, businesses, and institutions evaluate risks, arrange coverage, and manage insurance programs, generally placing business with insurance carriers rather than underwriting most policies itself. Its activities include commercial insurance, personal insurance, employee benefits, risk management, specialty insurance, and related advisory services. The company has also developed technology-oriented operations, including artificial-intelligence-backed insurance distribution and digital financial services. Acquisitions have been central to Acrisure's development. After Genstar Capital acquired the company in 2013, its pace of expansion increased substantially. Acrisure acquired 23 firms in 2014 and 59 agencies in 2015, compared with 26 acquisitions during its first eight years. The model generally involved acquiring successful agencies and allowing them to operate as partners within the broader group. Management bought back ownership from Genstar in 2016. Blackstone provided funding in 2018, and Acrisure reported that it was majority employee-owned in 2019. Acrisure also pursued technology partnerships and acquisitions. In 2019 it launched Altway Insurance with Pittsburgh-based Tulco Holdings as a direct-to-consumer, artificial-intelligence-supported insurance platform. In 2020, Acrisure acquired Tulco's artificial-intelligence insurance business, including the Altway venture, through a stock-for-stock transaction. The company later added technology capabilities through acquisitions such as ITS Inc. and Catalyst Technology Group, managed service providers acquired in 2022. The company became one of the world's largest insurance brokers by the early 2020s. In 2021, it acquired 155 firms and reported revenue of $2.82 billion, according to the referenced Wikipedia account. Business Insurance ranked it as the sixth-largest insurance broker globally in 2022. Acrisure raised $725 million in Series B-2 funding from the Abu Dhabi Investment Authority in June 2022, at a reported valuation of $23 billion. Because Acrisure is privately held, its financial disclosures are more limited than those of publicly traded brokerage groups. Beyond its operating businesses, Acrisure has pursued prominent naming-rights agreements. It obtained naming rights for Acrisure Arena in California in 2022 and Acrisure Stadium in Pittsburgh later that year. In 2023, it also received naming rights for a new amphitheater in Grand Rapids. Its mortgage subsidiary, FBC Mortgage, was rebranded as Acrisure Mortgage in 2025, resulting in a corresponding change to the sponsored name of the University of Central Florida football stadium. The company therefore presents itself not only as a brokerage network but also as a technology-enabled, diversified risk and financial-services platform.
History
Acrisure was founded in 2005 by Greg Williams and Ricky Norris as an insurance-agency acquisition platform focused initially on the Midwestern United States. Its operating concept was to bring established local agencies into a larger organization while retaining their relationships and market knowledge. This approach made acquisitions, rather than organic branch development, the principal mechanism of expansion. Genstar Capital acquired Acrisure in 2013, after which the company's pace of consolidation increased sharply. Acrisure acquired 23 firms in 2014 and 59 agencies in 2015, compared with 26 acquisitions during the period from its founding through 2013. The company described acquired agencies as partners, and its acquisition strategy generally sought businesses with established performance and customer relationships. Management repurchased the company from Genstar in October 2016. Blackstone provided funding to Acrisure in December 2018. In 2019, the company was described as 84% employee-owned. That year it also partnered with Pittsburgh-based Tulco Holdings to launch Altway Insurance, a direct-to-consumer insurance platform supported by artificial intelligence. In 2020, Acrisure acquired Tulco's artificial-intelligence insurance business, including Altway, through a stock-for-stock transaction. This marked a significant extension of the company's strategy beyond conventional brokerage consolidation and toward technology-enabled insurance distribution. Acrisure's expansion continued through the early 2020s. The company acquired 155 firms in 2021 and reported $2.82 billion in revenue, according to the referenced Wikipedia material. Business Insurance recognized Acrisure as the world's sixth-largest insurance broker in 2022. In June of that year, the Abu Dhabi Investment Authority provided $725 million in Series B-2 funding in a transaction that valued the company at a reported $23 billion. Acrisure also diversified its capabilities by acquiring managed service providers ITS Inc. and Catalyst Technology Group in July 2022. The company increased its public profile through major naming-rights agreements. In January 2022, it obtained the naming rights to Acrisure Arena in Thousand Palms, California. In July, the former Heinz Field in Pittsburgh was renamed Acrisure Stadium, connecting the brand with the home venue of the Pittsburgh Steelers. In 2023, Acrisure obtained naming rights for a new amphitheater in Grand Rapids, its headquarters city. Acrisure continued its insurance-sector expansion internationally with the reported acquisition of London-based Modus Underwriting in September 2023. Its brand was also extended into mortgage services when subsidiary FBC Mortgage rebranded as Acrisure Mortgage in 2025. That rebranding changed the sponsored name of the University of Central Florida football stadium from FBC Mortgage Stadium to Acrisure Bounce House. Later in 2025, Acrisure was reported to have acquired Vave from Canopius Group. Vave is an algorithmic-underwriting managing general agent, and the transaction further illustrated Acrisure's interest in data, automation, specialty underwriting, and technology-led insurance operations. Acrisure's history is therefore defined by three overlapping themes: consolidation of independent insurance agencies, expansion into specialty and international insurance businesses, and investment in technology-enabled distribution and adjacent financial services. The company remains privately held, so information about current ownership, detailed financial performance, and executive succession is less extensive than for publicly listed global brokerage competitors.
- 2025
Mortgage business adopts Acrisure branding
[1]FBC Mortgage rebrands as Acrisure Mortgage.
- 2025
Vave acquisition reported
[1]Acrisure is reported to have acquired algorithmic-underwriting MGA Vave from Canopius Group.
- 2023
Modus Underwriting acquisition
[1]Acrisure expands its international insurance operations through the reported acquisition of Modus Underwriting.
- 2022
ADIA provides growth funding
[1]The Abu Dhabi Investment Authority provides Series B-2 funding to Acrisure.
- 2022
Technology-services expansion
[1]Acrisure acquires managed service providers ITS Inc. and Catalyst Technology Group.
- 2021
Large-scale expansion
[1]Acrisure acquires 155 firms and reports $2.82 billion in revenue.
- 2020
Tulco insurance technology business acquired
[1]Acrisure acquires Tulco's artificial-intelligence insurance business, including Altway.
- 2019
Altway Insurance launches
[1]Acrisure and Tulco Holdings launch an artificial-intelligence-supported direct-to-consumer insurance platform.
- 2016
Management repurchases ownership
[1]Acrisure management buys back ownership from Genstar Capital.
- 2015
Acrisure acquires 59 agencies
[1]The company expands its insurance-agency network through 59 acquisitions.
Products and positioning
Acrisure positions itself as a technology-enabled insurance and financial-services platform that combines the reach and resources of a large broker with the local relationships of acquired agencies. Its growth strategy emphasizes acquisitions, agency partnerships, specialty capabilities, and the application of data and technology to insurance distribution and related services.
Insurance distribution · 2005
Insurance brokerage
Acrisure's principal offering is brokerage and placement of insurance for businesses, individuals, and institutions. Brokerage teams assess client exposures, compare carrier options, structure coverage, and support policy administration and claims-related coordination. The network model combines local agency expertise with the resources of a large national and international platform.
Commercial insurance
Commercial insurance and risk management
Commercial operations address the insurance and risk needs of companies and other organizations. Services may include property and casualty placement, industry-specific programs, risk analysis, loss-control support, and advice on managing exposures. Acrisure delivers these capabilities through acquired agencies and specialized brokerage operations.
Benefits brokerage
Employee benefits
Acrisure provides employee-benefits brokerage and consulting, helping employers evaluate health, welfare, retirement-related, and other workplace benefit arrangements. The service area supports plan selection, renewal negotiations, compliance-related administration, and communication with employees, although the specific scope can vary among operating agencies.
Personal-lines insurance
Personal insurance
The company's agency network also serves individuals and families with personal-lines insurance brokerage. Typical brokerage activity can include home, automobile, personal liability, and other coverage categories, with local agencies helping customers compare policies and maintain coverage as their circumstances change.
Digital insurance · 2019
Altway Insurance
Altway Insurance was created as a direct-to-consumer insurance platform using artificial intelligence and digital processes. Acrisure launched it with Tulco Holdings in 2019 and acquired Tulco's related artificial-intelligence insurance business in 2020. The venture represented Acrisure's effort to complement agency distribution with technology-led customer acquisition and servicing.
Mortgage services · 2025
Acrisure Mortgage
Acrisure Mortgage is the rebranded mortgage operation formerly known as FBC Mortgage. The 2025 name change extended the Acrisure identity into mortgage services and aligned the subsidiary more closely with the group's broader financial-services brand architecture.
Technology services · 2022
Managed technology services
Through the acquisitions of ITS Inc. and Catalyst Technology Group, Acrisure added managed service-provider capabilities to its portfolio. These operations broaden the company's technology offering beyond insurance distribution and support its stated interest in combining financial services with data and technology capabilities.
Marketing campaigns
- 2025Acrisure Mortgage stadium-brand extension
United States · Florida
Following FBC Mortgage's rebranding as Acrisure Mortgage, the University of Central Florida football stadium's sponsored name changed accordingly.
Outcome. The venue became known as Acrisure Bounce House.
- 2023Acrisure Amphitheater naming-rights partnership
United States · Michigan
Acrisure received naming rights for a new amphitheater in Grand Rapids, the company's headquarters city, extending its local civic and entertainment presence.
Outcome. The amphitheater adopted the Acrisure name.
- 2022Acrisure Arena naming-rights partnership
United States · California
Acrisure attached its name to a newly constructed arena in Thousand Palms, California. The agreement increased consumer visibility for a business-to-business insurance brand and linked the company to entertainment and sports programming.
Outcome. The venue operates under the Acrisure Arena name.
- 2022Acrisure Stadium naming-rights partnership
United States · Pennsylvania
Acrisure acquired naming rights to the Pittsburgh Steelers' home stadium, formerly Heinz Field. The high-profile agreement gave the company prominent regional and national brand exposure.
Outcome. The Pittsburgh venue was renamed Acrisure Stadium.
Brand decisions
2025
Unify mortgage subsidiary brandingStrategyBackground
Acrisure sought to extend a single group identity across its financial-services businesses.
Action taken
FBC Mortgage was rebranded as Acrisure Mortgage.
Aftermath
The rebranding also changed the sponsored name of the University of Central Florida football stadium.
2022
Expand into managed technology servicesM&ABackground
The company pursued capabilities adjacent to insurance and financial services as part of a broader technology-oriented strategy.
Action taken
Acrisure acquired ITS Inc. and Catalyst Technology Group, both managed service providers.
Aftermath
The acquisitions broadened Acrisure's portfolio beyond brokerage and insurance-related activities.
2022
Raise institutional growth capitalStrategyBackground
Acrisure sought additional capital to support its continued expansion while remaining privately held.
Action taken
The Abu Dhabi Investment Authority provided $725 million in Series B-2 funding.
Aftermath
The transaction reportedly valued Acrisure at $23 billion.
Series B-2 funding. $725 million (June 2022)
2019
Enter direct-to-consumer, artificial-intelligence-supported insuranceStrategyBackground
Acrisure sought to extend its agency-centered model into digital distribution and emerging insurance technology.
Action taken
It partnered with Tulco Holdings to launch Altway Insurance.
Aftermath
Acrisure acquired Tulco's related artificial-intelligence insurance business, including Altway, in 2020.
Recent events
TrustLayer expands partnership with Acrisure[3]
Reported:
TrustLayer announced an expanded partnership with Acrisure, giving Acrisure's partners and customers access to TrustLayer's AI-powered collaborative risk management platform for insurance verification.
Acrisure acquires Tulco's insurance practice[4]
Reported:
Acrisure announced that it had acquired Tulco LLC's insurance practice in a stock-for-stock transaction, making Tulco a significant minority shareholder in Acrisure.
Sources4 sources
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