About Dentist's Advantage


The Dentist’s Advantage Story

Dentist’s Advantage springs from modest roots. The business started as a small family-run insurance agency in 1949. Known then as Keeling & Company, it was one of the few agencies in Southern California that offered malpractice insurance to dental practitioners.

Their underwriting partner at the time was also a California based-company, Fireman’s Fund Insurance Co. Keeling was acquired by Aon in 1994, who began building it from a west coast to a nationwide program. Renamed Dentist’s Advantage in 1997, the program began to expand across the U.S.

By the year 2000, the program was available in all 50 states and Washington, D.C. To provide more comprehensive coverage, the program switched carriers to AIG in 2009, and to further enhance its malpractice protection and offer additional insurance solutions, changed to CNA in 2017. 

Though much has changed since 1949, one thing remains the same: Dentist’s Advantage’s commitment to providing best-in-class, cost-effective insurance solutions and comprehensive risk education materials to dental practitioners throughout the lifecycle of their professional career.

Aon Affinity

Dentist’s Advantage is an operating business unit of Aon Affinity, a division of Aon.

Aon Affinity is a leading provider of specialty insurance solutions and related products to a variety of professional, small & medium enterprise and consumer markets. Through sponsor partnerships with 200+ corporate and association clients, we add value to their member, customer and affiliate relationships.

Aon Affinity serves as a managing general underwriter on behalf of many leading insurance organizations. From multi-channel distribution to underwriting, customer experience, claims management and data & analytics, Aon Affinity gets it right.

  • 1,400 colleagues across 15 offices
  • 34M individual customers
  • 13,500 active agent/broker distributors
  • 8.5M phone calls annually
  • $4B total premium
  • 1M claims adjudicated annually
  • 51% projected ultimate loss ratio


Aon plc (NYSE:  AON) is a world leader in insurance brokerage, risk management, human resources services, and consulting.  Aon’s most valuable resource is our 50,000 insurance professionals working out of more than 500 offices in 120 countries.

  • #2 largest insurance broker in the world, according to Business Insurance magazine
  • Ranked in the top 500 in Fortune Magazine’s top 2,000 global companies
  • Clients include over half of the Fortune 500 and a third of the Fortune Global 500
  • ‘A’ (Excellent) financial rating from the insurance financial rating service A.M. Best Co.

Aon’s vast industry resources support us in creating highly competitive insurance programs specifically designed to meet the insurance needs of our clients. To learn more about Aon, visit www.aon.com.