Balance is the brainchild of cyclist and outdoor enthusiast Jay Paul of Richmond, Virginia. Over the years Jay has had a number of friends seriously and in some cases permanently injured as a result of cycling accidents. He saw the financial distress these individuals and families suffered as a result of these injuries. Most had good health and disability insurance. None had any idea of the number of things associated with a serious injury that were just not covered by either health or disability insurance. Initially Balance was only available to cyclists. Today it is available to most participants in what Jay calls the active outdoor lifestyle. Paul states, “We found that horseback riders, motorcyclists, skiers/boarders, kayakers, and triathletes were all interested in our coverage. Working through The Time Insurance Company, a subsidiary of Assurant Health, we were able to make this important coverage available to a larger group of outdoor enthusiasts."
Balance is marketed by Affinity Group Underwriting (AGU) out of Richmond, Virginia. AGU has been designing and distributing creative insurance solutions or non-traditional groups and associations for over 20 years.