The insurance industry continues to find itself in flux, particularly in Florida, but this hasn’t stopped a franchisee for one growing insurer to continue to beton metro Orlando.

Orlando brothers Rey and Jorge Martinez have 25 owned franchise locations for Miami-based property and casualty insurance franchisor Estrella Insurance and recently announced they have about 20 more in the pipeline.

Locally, the brothers anticipate opening locations in Seminole and Lake counties across 2025 and 2026, with other new operations in the works in Pasco, Hernando and Pinellas counties.

Areas being targeted for expansion include Sanford, Altamonte Springs and Casselberry in Seminole, while the U.S. Highway 27 and State Road 50 corridors in Lake are also being targeted.

"What's catching our eye is those dense areas where the growth is going," Rey Martinez told Orlando Business Journal.

The brothers estimate their Central Florida franchise locations have created at least 70 jobs and $1.25 million in direct investment.

The Martinezes acknowledged the tumult the insurance industry is undergoing in the Sunshine State, but said Estrella has found a niche by offering low premiums and targeting underserved consumers.

"As an insurance agency, they [Estrella] provide a lot of options to the consumer," Jorge Martinez said.

"We have a flavor for everyone," Rey Martinez added, noting the ability to serve customers with bad or no credit history.

The brothers also are looking for more franchisees to join their growing network.

According to the Martinezes, the average initial investment to open an Estrella Insurance office ranges from $55,000 to $65,000.

"This is a business that it's not where you're going out and selling a product that's a want -- it really is a need," Jorge Martinez said. "So you don't have to bea great salesperson to excel in this."

Meanwhile, sister publication Tampa Bay Business Journal reported in January that, despite the industry’s documented headwinds, Florida’s top property andcasualty insurance carriers finished 2024 "with their largest gains since an industry crisis in 2022 that nearly toppled the market and wiped out investor confidence in the process."

HCI Group Inc. (NYSE: HCI), Heritage Insurance (NYSE: HRTG) and Universal Insurance (NYSE: UVE) all logged larger stock gains than the S&P 500 index to close the year.