Equal Parts is a multifaceted company operating across various industries, including insurance, cookware, business consulting, and creative services. Each division of Equal Parts is dedicated to delivering innovative solutions and exceptional service within its respective sector.
Background
Insurance Division: Equal Parts' insurance arm focuses on acquiring and modernizing small independent insurance agencies. By integrating advanced AI tools, the company aims to streamline back-office operations while preserving the essential human relationships that underpin the insurance industry. This approach reflects their belief that the future of insurance requires a balance of innovation and personal connection.
Cookware Division: Launched in 2019, Equal Parts' cookware division is committed to making home cooking more accessible and enjoyable. They offer a range of non-toxic, non-stick cookware designed for ease of use and cleaning. Accompanying their products, they provide guidance through recipes, tips, and techniques to help customers build confidence in the kitchen.
Business Consulting Division: Equal Parts Consulting specializes in transforming company cultures by optimizing core functional areas such as culture, data, and workflow. They employ a data-driven approach to identify inefficiencies and implement strategies that enhance organizational performance and growth.
Creative Services Division: Equal Parts Agency is a boutique creative firm that collaborates with global brands and independent founders to develop and articulate unique brand identities. Their services encompass strategy, branding, production, social media, and web design, aiming to connect brands with their audiences across various touchpoints.
Key Strategic Focus
Insurance Division: The strategic focus is on acquiring insurance agencies with less than $5 million in revenue and equipping them with AI tools to enhance operational efficiency. This strategy aims to modernize traditional agencies while maintaining the personal relationships crucial to the industry.
Cookware Division: The division aims to simplify home cooking by providing high-quality, user-friendly cookware and comprehensive guidance. Their products are designed to be easy to handle, clean, and store, catering to modern lifestyles.
Business Consulting Division: The focus is on optimizing organizational performance by addressing cultural and operational inefficiencies. They work closely with leadership teams to implement data-driven strategies that foster growth and stability.
Creative Services Division: This division concentrates on capturing and expanding brand essence through authentic storytelling and strategic design. They assist clients in connecting with their audiences by developing cohesive brand identities and creative content.
Financials and Funding
Insurance Division: In April 2025, Equal Parts secured $10 million in acquisition capital from Equal Ventures and Max Ventures. This funding is intended to support the acquisition and modernization of small independent insurance agencies.
Cookware Division: Specific financial details are not publicly disclosed. The division operates under Pattern Brands, focusing on direct-to-consumer sales and community engagement to drive growth.
Business Consulting Division: Financial information is not publicly available. The division emphasizes delivering value through strategic consulting services aimed at improving organizational effectiveness.
Creative Services Division: Financial details are not publicly disclosed. The agency collaborates with a diverse range of clients, offering tailored creative solutions to meet their business objectives.
Pipeline Development
Insurance Division: The division has completed its first acquisition and plans to finalize several more within the next 90 days. These acquisitions aim to integrate AI tools into traditional agencies to enhance efficiency and client service.
Cookware Division: The division continues to develop and refine its product line based on customer feedback, focusing on creating cookware that simplifies the cooking process and encourages home cooking.
Business Consulting Division: The division is expanding its client base by offering customized consulting services that address specific organizational challenges, aiming to foster long-term partnerships.
Creative Services Division: The agency is actively engaging with new clients across various industries, providing creative solutions that align with their unique brand identities and market positioning.
Technological Platform and Innovation
Insurance Division: The division leverages AI tools to automate routine tasks, allowing agents to focus on client relationships. These tools assist with cross-selling, upselling, customer acquisition, and risk management, enhancing overall operational efficiency.
Cookware Division: The division utilizes customer feedback and data analysis to inform product design and development, ensuring that their cookware meets the evolving needs of home cooks.
Business Consulting Division: The division employs data-driven methodologies to assess organizational performance, identify inefficiencies, and implement strategies that drive cultural and operational improvements.
Creative Services Division: The agency integrates innovative design and storytelling techniques to create compelling brand narratives and visual identities that resonate with target audiences.
Leadership Team
Insurance Division:
- Mike Witte: Founder & CEO. Co-founded Workrise (formerly RigUp), scaling it to a $3 billion company. Brings over a decade of experience in leveraging technology to transform industries.
- Graham Yennie: Co-Founder & Head of Technology. Seasoned data scientist and machine learning engineering leader with over twelve years of experience building AI platforms for business applications.
- Mike Meller: Co-Founder & Head of Operations. Startup entrepreneur with a track record of implementing business process technology, integrating acquired companies, and building go-to-market teams.
Cookware Division: Operates under Pattern Brands, with a team dedicated to product development, customer engagement, and community building.
Business Consulting Division:
- Michael Valenzano: Founder. Over fifteen years of experience in helping organizations solve cultural and operational challenges through data-driven strategies.
- Mitchell Fortman: Solutions Architect. Focuses on providing clarity in decision-making through meaningful data analysis.
- John Sloss: Core Optimization Advisor. Driven to discover how employees’ personal cultures shape the larger culture of the company.
Creative Services Division: Led by a team of creative professionals specializing in strategy, branding, production, social media, and web design.
Leadership Changes
No significant recent changes in leadership have been publicly disclosed across the divisions.
Competitor Profile
Insurance Division:
- Market Insights and Dynamics: The insurance industry is experiencing a shift towards digital transformation, with a growing emphasis on integrating technology to enhance operational efficiency and customer experience.
- Competitor Analysis: Key competitors include traditional insurance agencies undergoing digital transformation and insurtech companies focusing on AI-driven solutions. Notable players are Acrisure, which has a similar acquisition model, and various insurtech startups aiming to modernize the industry.
Cookware Division:
- Market Insights and Dynamics: The cookware market is witnessing increased demand for non-toxic, user-friendly products as consumers become more health-conscious and seek convenience in home cooking.
- Competitor Analysis: Competitors include established brands like Tefal and emerging direct-to-consumer companies offering similar non-toxic cookware solutions.
Business Consulting Division:
- Market Insights and Dynamics: The consulting industry is evolving with a focus on data-driven strategies to address organizational challenges and drive growth.
- Competitor Analysis: Competitors range from large consulting firms like McKinsey & Company to smaller niche firms offering specialized services in cultural transformation and operational optimization.
