Progressive appoints Rosella

Austin-based Rosella is a commercial insurance brokerage currently in development, focused on serving businesses with complex risks. According to recent state filings, Progressive appointed the agency earlier this week, and the firm is currently licensed in Texas.

The brokerage plans to offer a wide range of coverages, including general liability, professional liability, cyber, workers’ compensation, commercial property, business interruption, commercial auto, and directors and officers insurance. Its business model relies on a hybrid approach that combines software-driven market comparisons with broker oversight to structure coverage across multiple insurers. The agency emphasizes operational efficiency, promising fast turnaround times for certificates of insurance and contract reviews, alongside dedicated account management for small and mid-market clients.

To support its placement process, Rosella is developing internal systems designed to match specific risks with carrier appetite and streamline the submission workflow. This technology aims to free producers from administrative tasks to focus on client relationships.

The company is positioning itself as a data-first alternative to traditional firms. In a statement regarding its vision, the agency noted that every brokerage in America runs on relationships, gut feel, and 20-year-old technology, whereas Rosella is building one that runs on data. The agency is looking for team members who get genuinely excited about mapping NAICS codes to carrier appetite, who see a rate per hundred and immediately know whether the market can do better, and who read loss runs the way a quant reads a balance sheet.

Rosella is backed by a venture capital firm and a large property and casualty insurer. The agency is currently looking to expand its team and distribution, with open roles for a Chief Insurance Officer and a Commercial Lines Producer.