Insurance King
| Company type | Private |
|---|---|
| Industry | Insurance |
| Founded | 2000 |
| Founder | Scot Nyman, Dan Block |
| Headquarters | Rockford, Illinois , United States |
Key people | Daniel Block (owner) |
| Products | Auto insurance, motorcycle insurance, SR-22 filings, roadside assistance |
Insurance King Agency, Inc., operating as Insurance King, is an insurance firm based in Rockford, Illinois, owned by Daniel Block. Initially established in 2000 under the name Nyman Advisors, Inc. by Scot Nyman and Dan Block, the company adopted the Insurance King name in 2001. The agency focuses on providing auto and motorcycle insurance, SR-22 filings, and roadside assistance services.
History
Daniel Block began his career as an insurance agent in 2000 with a rival company before joining Scot Nyman’s firm, Nyman Advisors, Inc. The following year, the agency was rebranded to Insurance King after a salesman dubbed Block "The Insurance King." By 2003, Block had obtained complete ownership of the agency.
That same year, Block gave testimony supporting Illinois’ mandatory SR-22 insurance legislation, offering insights aimed at reducing fraud and enabling electronic filing processes.
In 2012, Block launched a growth initiative to broaden the agency’s service area beyond Illinois into neighboring states, which took effect in 2013. Over three consecutive years, the agency experienced a threefold increase in size. In February 2013, Insurance King teamed up with Lighthouse Casualty Company to provide tailored insurance options for teenage and young adult drivers.
The agency expanded its footprint by opening its first branch outside Rockford in Peoria, Illinois, in 2018. To promote this new location, Block engaged actor Dustin Diamond for marketing campaigns highlighting minimum coverage; Diamond continued participating in these advertising efforts until his passing.
In 2020, Insurance King’s commercials parodying the Tiger King series gained viral attention. These advertisements featured actor Todd Bridges portraying Joe Exotic alongside Tiger King figures Saff Saffery and John Reinke, using popular culture references and humor aimed at Carole Baskin.
Locations
Insurance King maintains six office locations throughout Illinois and plans to open two more branches in 2022.
Lawsuit
In 2020, Insurance King initiated legal action against Just Auto Insurance, Inc., based in Rancho Cucamonga, alleging trademark infringement, unfair competition, and false designation of origin under the Lanham Act. The complaint claimed that Just Auto Insurance employed a similar slogan and logo despite receiving cease-and-desist notices. On June 14, 2021, the court ruled favorably for Insurance King, ordering Just Auto Insurance to cease use of the infringing slogan and any imagery resembling Insurance King's cartoon lion.
NASCAR sponsorship
In 2019, NASCAR driver Josh Bilicki approached Insurance King seeking sponsorship at Chicagoland Speedway. This partnership marked the first time an insurance company sponsored a NASCAR vehicle. The collaboration expanded with multiple special paint schemes and promotional "hero cards" featuring Bilicki. Following Dustin Diamond’s death, Bilicki paid tribute with a commemorative car at the 2021 Verizon 200 at the Brickyard.