Welcome to A. A. Friss Insurance Services, Inc.

For nearly four decades, families and business owners across California and beyond have turned to our agency for honest, patient, and practical guidance about protecting the people and the work they care about most.

A. A. Friss Insurance Services, Inc. was founded on a simple belief: that ordinary families deserve the same thoughtful, unhurried financial guidance that was once reserved for the wealthy. When Albert Alan Friss opened the doors of this agency on January 29, 1986, he did not set out to build the largest insurance office in the region. He set out to build a trustworthy one — a place where a young couple buying their first home, a small-business owner worried about the future, or a retiree looking to leave something behind for their grandchildren could sit down, ask questions, and receive straight answers without pressure.

That philosophy has not changed. The tools have changed, the products have changed, and the world has certainly changed, but our commitment to sitting on the same side of the table as our clients remains exactly what it was in 1986. We are an independent agency, which means our loyalty is to the families we serve rather than to any single insurance company. We take the time to understand your circumstances, explain your options in plain language, and help you make decisions you can feel comfortable with for years to come.

A Brief History

Albert Alan Friss began his career in financial services in the early 1980s, working with families in his community who often felt overwhelmed and underserved by large, impersonal firms. He noticed that many people carried either too little protection or coverage that did not fit their actual lives. In January of 1986, he established A. A. Friss Insurance Services, Inc. with the goal of changing that experience one household at a time.

In the years since, the agency has grown steadily through referrals from satisfied clients — the only form of advertising Albert ever truly trusted. We have helped guide clients through recessions, market swings, changes in tax law, and the ordinary milestones of life: marriages, new children, new businesses, retirements, and the loss of loved ones. Many of the families we serve today are the children and grandchildren of the people who first walked through our door in the 1980s and 1990s. We consider that continuity the highest compliment our work can receive. You can read more about our story on our About Us page.

Our Philosophy

We believe that financial protection is not about fear — it is about freedom. A well-considered plan lets you stop worrying about worst-case scenarios so you can focus on living. We also believe that the best plan is one you understand. We will never ask you to sign something you cannot explain to your own family. Our role is to educate first and recommend second, so that any decision you make is genuinely your own.

Because we are independent, we are able to compare options from a range of reputable, financially strong carriers. We are not paid to steer you toward one company, and we are not interested in selling you more than you need. If a smaller, simpler approach is the right fit, we will tell you so. If your needs are more complex, we have the experience to coordinate the pieces thoughtfully.

How We Can Help

Over the years our practice has grown to cover the most important areas of personal and business financial protection. Each of the areas below has its own dedicated page with detailed information, common questions, and guidance on when each type of planning tends to matter most.

For Individuals and Families

• Life Insurance— term and permanent coverage to protect the people who depend on your income.
• Family Protection Plans — coordinated strategies that address income, debt, education, and final wishes together.
• Final Expense Coverage — smaller, manageable policies designed to ease the cost of final arrangements.

For Your Future

• Retirement Income Planning — helping you turn a lifetime of savings into dependable, lasting income.
• Long-Term Financial Security Programs — longer-horizon strategies that account for health, longevity, and legacy.

For Business Owners

• Small Business Insurance — protecting the value you have built, your key people, and the continuity of your company.

Helpful Reading

Our Resource Center and article library contain dozens of plain-English explanations of how insurance and financial planning actually work. A few good starting points include Insurance Basics, Preparing for Retirement, and Protecting Your Family. If you have a specific question, our Frequently Asked Questions page answers many of the things people most often ask before they call.

A. A. Friss Insurance Services, Inc. — serving families and businesses since 1986. 4229 Rosario Rd, Woodland Hills, CA 91364. Telephone (413) 454-9265.