The Liberty Company

What The Liberty Company does

The Liberty Company Insurance Brokers is an independent, family-owned insurance brokerage founded in 1987 by Bill Johnson (Chairman and CEO) alongside President Jerry Pickett, headquartered in Gainesville, Florida with a mailing address in Woodland Hills, California and licensed to operate in all 50 U.S. states. The firm serves commercial businesses, individuals and families, and employers across three primary product lines — Commercial Insurance (general liability, workers' compensation, commercial auto, D&O, E&O, EPLI, cyber liability, M&A insurance, and industry-specific specialty programs), Personal Insurance (home, auto, life, and a Private Client offering for high-net-worth households with more than $1 million in home replacement cost), and Employee Benefits (medical, dental, vision, and voluntary benefits) — plus a Business Solutions division delivering human capital management, HR services, retirement solutions, and risk management consulting. Specialty capabilities include an exclusive partnership with CNA Insurance for Lawyers Professional Liability in California, Hawaii, and Nevada, a dedicated Trucking and Transportation practice, a Healthcare and Behavioral Health (ABA) practice, and the Liberty Naranjo regional operation in California.

The company's go-to-market combines an enterprise field-sales model targeting commercial businesses, employers, and high-net-worth individuals, a self-serve online quote funnel for commercial and personal lines, and an agency-partnership program that recruits independent producers and agency owners in exchange for administrative support, carrier access, technology, and growth financing. Since 2019 Liberty has executed more than 50 partnerships and acquisitions, including 12 in 2025 alone, driving revenue from the company to $222.4 million in 2025 at 16.3% organic-equivalent growth versus a 9.4% industry benchmark. In February 2026 the firm launched Liberty Collateral Protection (L.C.P.), a proprietary lender-placed insurance product that cuts lender costs by up to 30%, opening a lenders and financial institutions vertical. Revenue is generated primarily through insurance brokerage commissions across commercial, personal, and employee-benefits lines, with professional-services consulting revenue from the Business Solutions division and inorganic revenue contribution from acquired agencies.

Name

The Liberty Company

Legal name

The Liberty Company Insurance Brokers, LLC

Website

https://libertycompany.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Liberty Company Insurance Brokers is an independent, family-owned insurance brokerage founded in 1987, licensed in all 50 U.S. states, providing commercial insurance, personal insurance, employee benefits, and risk management services to businesses, individuals, and employers through a producer-driven agency-partnership platform that has executed 50-plus acquisitions since 2019.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industries

Retail (Personal Lines) Insurance Brokerage (FSAEADAA), Captive Insurance Advisory & Management (FSAEADAF)

Keywords

• Commercial insurance brokerage
• Personal lines insurance
• Employee benefits consulting
• Risk management services
• Specialty insurance programs

Headquarters

HQ city

Woodland Hills

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Insurance Brokerage Commissions: The company acts as an insurance broker earning commissions from insurance carriers for placing commercial insurance, personal insurance, and employee benefits coverage for clients.
2. Agency Partnerships and Acquisitions: Revenue generated through acquiring and partnering with insurance agencies, integrating them into the Liberty platform. The company completed 12 partnerships/acquisitions in 2025, bringing total to more than 50 since 2019.
3. Consulting and Risk Management Services: Business solutions including human capital management, HR services, retirement solutions, and risk management consulting delivered through the Business Solutions division.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

The Liberty Company Insurance Brokers is an independent insurance brokerage that places commercial insurance, personal insurance, employee benefits, and business/risk management solutions for businesses and individuals. The firm operates as an intermediary earning carrier commissions, supported by proprietary offerings such as Liberty Collateral Protection (L.C.P.) for lenders and LibWell wellness programs, and partners with independent agencies and producers nationwide.

Product overview

The Liberty Company Insurance Brokers is an independent insurance brokerage offering a comprehensive insurance platform across three core areas: Commercial Insurance (including property, casualty, professional liability, cyber, and specialty programs), Personal Insurance (home, auto, life, and private client coverage), and Employee Benefits (medical, dental, vision, and wellness programs). The company also provides Business Solutions including human capital management, HR services, retirement planning, and risk management. Key specialty products include Liberty Collateral Protection (L.C.P.) for lenders, LibWell wellness programs, Cyber Liability Insurance, and Professional Liability coverage for lawyers, accountants, and dentists. The platform serves commercial and individual clients across all 50 states through a network of entrepreneurial producers and agency partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Liberty Collateral Protection (L.C.P.): A dedicated portfolio-wide collateral protection solution for lenders.
• LibWell
• Liberty Naranjo

Products and services

• Commercial Insurance Commercial insurance coverage for businesses including General Liability, Workers' Compensation, Commercial Auto, D&O, E&O, EPLI, M&A Insurance, Professional Liability, Cyber Liability, and industry-specific specialty programs for Construction, Real Estate, Healthcare, Behavioral Health (ABA), Trucking/Transportation, and Farm & Agriculture. Designed for small-to-large commercial businesses seeking comprehensive coverage and risk management solutions.
• Personal Insurance Personal insurance coverage for individuals and families, including Home, Life, Auto, Umbrella, Collectibles/Valuables, Watercraft, and Private Client/Concierge Premier services for high net worth individuals with home replacement cost exceeding $1 million.
• Employee Benefits Employee benefits solutions for businesses of all sizes, including Medical Options, Group Dental, Vision, Captives, Voluntary Benefits, and benefits consulting to help organizations attract and retain talent while managing rising healthcare costs.
• Business Solutions Business solutions including Human Capital Management and Strategic Planning, Human Resource Services, Retirement Solutions (plan consulting, implementation, administration), and Risk Management consulting covering risk identification, analysis, control, and treatment. Designed to improve business operations and bottom line.
• Liberty Collateral Protection (L.C.P.) A proprietary, dedicated portfolio-wide collateral protection solution for lenders, offering customized lender-placed insurance that safeguards portfolios and can cut costs by up to 30%. Designed for financial institutions and lenders managing loan portfolios.
• LibWell Wellness Benefit Program Customized wellness programs, coaching, resources, and events delivered through an experienced network of third-party partners, offered as part of Liberty Business Solutions and complementary to employee benefits packages.
• Cyber Liability Insurance Cyber insurance providing financial protection against cybercrime, including business interruption, data breach response, cyber extortion, network security, and hardware replacement, offered to businesses across industries.
• Professional Liability Insurance Professional liability coverage for various professions including Lawyers (via exclusive CNA partnership in CA, HI, NV), Accountants, and Dentists, protecting against claims of negligence, errors, or omissions.
• Trucking & Transportation Insurance Specialized insurance for the trucking and transportation industry covering commercial trucking liability, physical damage, motor truck cargo, and long-haul coverage for trucking companies and transportation businesses.

Quantifiable outcome

• Revenue grew 16.3% to $222.4 million in 2025, compared to industry average of 9.4%
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• CNA InsurancecoreStrategic or Co-development Partner · 1 January 2023Liberty has an exclusive partnership with CNA Insurance for Lawyers Professional Liability (LPL) coverage, described as the most used professional liability program in the U.S. for lawyers. This exclusive agency relationship with CNA for firms with up to 50 attorneys provides broad coverage definitions and enhanced benefits including engagement letter review, risk control hotline, full prior acts coverage, and free retirement tail. The partnership has been recognized for its collaborative approach and is designed specifically for law firms in California, Hawaii, and Nevada.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• USI Insurance Services: Middle-market focused insurance brokerage with proprietary consulting programs and broad specialty capabilities. Comparable in commercial/benefits mix and middle-market orientation.
• Brown & Brown: National insurance brokerage with strong M&A roll-up strategy, similarly acquiring entrepreneurial agencies across commercial, personal, and benefits lines. Highly comparable business model and growth trajectory.
• Hub International: North American insurance brokerage with a strong acquisition-based growth strategy and multi-line coverage across P&C, benefits, and personal lines. Comparable in size, distribution, and roll-up approach.
• Acrisure: PE-backed, technology-enabled insurance brokerage that has rapidly scaled via acquisitions across P&C, benefits, and personal lines. Highly comparable growth strategy and capital structure.
• World Insurance Associates: PE-backed insurance brokerage that has grown aggressively via acquisitions of personal, commercial, and benefits agencies. Closely comparable in scale, M&A velocity, and product mix.
• AssuredPartners: PE-backed insurance brokerage focused on acquiring mid-market agencies nationwide, with overlapping commercial and personal lines focus. Directly comparable in growth model and is also a litigation counterparty.

Broad incumbents

• Aon: Global insurance and reinsurance brokerage including benefits consulting through NFP. Indirect competitor for middle-market commercial and benefits accounts that Liberty pursues.
• Arthur J. Gallagher & Co. Tier-1 global insurance brokerage and risk management firm with broad capabilities across all lines Liberty serves. Not a direct competitor at Liberty's size but defines the upper bound of competitive intensity, especially for Matt Watson (ex-Gallagher) joining Liberty.
• Truist Insurance Holdings: Large U.S. insurance brokerage and risk management platform, part of Truist Financial. Overlaps with Liberty's middle-market and large commercial client base, especially in the Southeast.
• Marsh McLennan: Largest global insurance brokerage and risk advisory firm. Represents the dominant incumbent competing for large commercial accounts that Liberty targets as it scales upmarket.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCu-2TqTxOApo-9jNbK_SFyg
• Facebookfacebook.com/TheLibertyCompanyBrokers
• LinkedInlinkedin.com/company/the-liberty-company-insurance-brokers
• Instagraminstagram.com/libertycobrokers
• Xx.com/libertycobroker

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Liberty Company