For most insurance agency profiles the best primary category is Insurance agency — use it when: agency selling policies. Choose Insurance broker instead if independent broker. Legal, finance and property work is regulated in the US, UK, Australia and Canada. Only use a category that matches a licence or registration someone at this office holds.
Open the free tool for an insurance agency → tick what you really offer and get a copy-ready setup sheet
Primary category
- Insurance agency — Agency selling policies who else uses it
- Insurance broker — Independent broker
Secondary (additional) categories
Add one only if the condition is genuinely true at this location. Fewer, accurate categories beat a full list of nine.
- Auto insurance agency — only if: auto insurance
- Home insurance agency — only if: home insurance
- Life insurance agency — only if: life insurance
- Health insurance agency — only if: health insurance
Categories to avoid
These are often added to insurance agency profiles but usually describe a different or broader business:
- Insurance company (unless you are the insurer)
- Financial planner
Address or service area?
Usually a storefront: show the full address exactly as it appears on your signage, and keep it identical on Google, Apple Business Connect, Bing Places and your website. Service-area vs storefront rules.
Starter services to add
Categories say what you are; services say what you do. Good first entries:
- Auto insurance quotes
- Home insurance
- Business insurance
Check before you change anything
Search “insurance agency” on Google Maps in your own area, open the top few profiles and note their primary category (shown under the business name). Use what's common as a sanity check, not a template — your categories must describe your business. Ready to switch? How to change your category safely.
Profile problems?
Suspended, stuck in verification, or not showing on Maps? See the free fix guides: suspended profile · verification failed · not on Maps · name rules.