Suffolk-based Kents is insurer's 18th buy in past year.
Equity Insurance Group has expanded its presence in East Anglia through the acquisition of Mildenhall broker, Kents Insurance Brokers.
Kents, which trades both personal lines and commercial insurance, was founded sixty years ago and has grown steadily via local acquisition.
It is Equity's 18th acquisition in the past year, and the first of six deals that are set to conclude.
In a statement Equity said that the all existing employees would remain with the business, including co-directors and former owners Jim and Janice Edwards.
Mike Hutton, Equity's acquisition director said: "Kents is another successful business fitting the group's acquisition criteria and provides a natural extension to our existing East Anglian branches in Norwich, King's Lynn, Ramsay and Swaffham."
Equity's parent company, Australian giant IAG, is set to brief the market on the plans for the future of its UK assets, including Equity, which the insurer bought for £570m less than two years ago.