Hub International to acquire Insuritas

According to our sources, HUB International is in the final stages of acquiring Insuritas, an embedded insurance platform focused on banks and credit unions. Once completed, Insuritas is expected to operate under VIU by HUB.

Founded in 1998, Insuritas has grown to partner with nearly 200 banks and credit unions in the US. Its partners include institutions such as Affinity Federal Credit Union, Bank of the Rockies, and UNIFY Financial Credit Union. The company’s outsourced insurance agency model enables customers to purchase P&C insurance directly through their financial institution’s website, providing banks and credit unions with new fee income opportunities.

HUB International launched VIU by HUB in June 2022 as a digital platform to simplify personal insurance needs, including home and auto insurance. VIU has since evolved into an aggregator, expanding products and partnerships across property, casualty, and life insurance lines.

In 2024, HUB International acquired at least 23 agencies – this marks its first acquisition of a non-conventional insurance agency. Over the past two years, two other acquisitions stand out: EINSURANCE and Insureon. EINSURANCE, a Chicago-based lead-generation company with a team of approximately seven employees, generates over 1 million leads annually and was acquired by HUB in June 2023. Earlier, in March 2022, HUB acquired Insureon’s digital insurance agency, while Bold Penguin acquired the Insureon technology platform.

We have reached out to Hub for comment.