MarshBerry
MarshBerry is a specialized investment banking and consulting firm providing M&A advisory, capital raising, due diligence, and market intelligence services exclusively to insurance brokerages and wealth management firms across North America and Europe.
- Company typePrivate
- Founded1987
- HeadquartersWoodmere, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What MarshBerry does
MarshBerry is a specialized investment banking and consulting firm exclusively focused on the insurance brokerage and wealth management industries, operating across North America and Europe. Founded in the 1980s and headquartered in Woodmere, Ohio, the firm has advised on 1,460+ M&A transactions with $35B+ in advised deal value (2012–2025) and was ranked the #1 M&A Sell Side Advisor for insurance brokerage by S&P Global Market Intelligence for 17 consecutive years (2008–2025), capturing roughly 25% of advised M&A deal flow in the vertical. MarshBerry was acquired by Lincoln International in Q4 2025 in Lincoln's largest deal to date; it had previously expanded internationally through the October 2023 acquisition of UK-based IMAS Corporate Finance LLP, and now operates alongside a combined network of 30+ offices across 14 countries with approximately 1,400 professionals.
MarshBerry's offerings are organized into four interlocking service lines: (1) Investment Banking, providing M&A advisory (buy-side and sell-side) and capital advisory across debt and equity sources including private equity, family offices, and pension funds; (2) Transaction Advisory, providing financial due diligence and Quality of Earnings analysis with 650+ projects completed since 2004; (3) Consulting, spanning valuations, strategic planning, sales and leadership development, and perpetuation planning across the ownership lifecycle; and (4) Networks—FirstChoice for independent insurance agencies and Connect for executive peer exchange. The proprietary Value Intelligence (VI) Portal underpins these services with benchmarking data from 1,700+ firms representing $110B+ in premium volume, supporting 3,850+ valuations completed since inception.
MarshBerry generates revenue primarily through professional services fees—success-based M&A advisory fees, retainers, and project-based consulting engagements—supplemented by subscription-recurring revenue from market intelligence (VI Portal) and network memberships (FirstChoice). The firm employs 101–250 professionals, including 190+ specialized consultants holding 200+ licenses and designations. Regulatory entities include MarshBerry Capital, LLC (FINRA/SIPC member) and IMAS (FCA-regulated, FRN: 553889). Distribution is direct and enterprise-led through a field-sales model spanning US offices (Ohio, California, Michigan, New York, Texas), European offices (Amsterdam, UK, plus country presence in Germany, Norway, and Denmark), and a Dubai office added in 2025.
MarshBerry firmographics
Firmographics- Name
- MarshBerry
- Legal name
- Marsh, Berry & Company, LLC
- Website
- https://marshberry.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MarshBerry is a specialized investment banking and consulting firm providing M&A advisory, capital raising, due diligence, and market intelligence services exclusively to insurance brokerages and wealth management firms across North America and Europe.
- Ownership category
- akta.pro rank
MarshBerry industry classification
Industry- Product category
- Investment Banking & Management Consulting
- NAICS
- Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282), Services-Management Services (8741)
- akta.pro primary industry
- M&A Advisory (Buy-side/Sell-side) (BPAHADAC)
- akta.pro secondary industry
- Capital Markets Advisory (IPO Readiness, SPAC, ECM/DCM Advisory) (BPAHAOAL)
Keywords
Where MarshBerry is headquartered
LocationHeadquarters
- HQ city
- Woodmere
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
MarshBerry business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Investment Banking & M&A Advisory: MarshBerry provides M&A advisory services including sell-side representation, buy-side advisory, and capital raising solutions. Revenue is generated through advisory fees, typically success-based fees tied to transaction completion or retainers.
- Strategic Consulting Services: Business planning, valuations, perpetuation planning, and strategic consulting engagements for insurance companies and wealth management firms.
- Market Intelligence & Data Analytics: Proprietary market intelligence, benchmarking reports, and custom research analytics provided to insurance and wealth management firms.
- Networks (FirstChoice): FirstChoice, a MarshBerry Company, provides aggregation services and network benefits to independent insurance agencies seeking scale and resources while maintaining independence.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise M&A Advisory Services |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
MarshBerry product offering
Product offeringCore offering
MarshBerry is a global investment banking and consulting firm that provides M&A advisory (sell-side and buy-side), capital raising, due diligence, quality of earnings analysis, valuations, strategic consulting, perpetuation planning, and proprietary market intelligence exclusively to insurance brokerages and wealth management firms. Its service lines are bundled into Investment Banking, Transaction Advisory, Consulting, Networks (FirstChoice and Connect), and Market Intelligence offerings including the Value Intelligence (VI) Portal.
Product overview
MarshBerry is a global investment banking and consulting firm operating as a platform-plus-modules structure. The core offering comprises Investment Banking (M&A Advisory for buy-side and sell-side, Capital Advisory) and Consulting (Valuations & Opinions, Strategic Consulting, Sales & Leadership Development, Perpetuation Planning), augmented by Networks (Connect peer exchange and FirstChoice agency network) and a proprietary Market Intelligence platform including the Value Intelligence (VI) Portal. The firm operates across North America and Europe, with a recent Q4 2025 acquisition by Lincoln International.
Differentiator
Problem solved
Functional benefit
Brands
- FirstChoice: A MarshBerry Company providing a network for owners of insurance agencies focused on talent development, strategic planning, and business agility
- Connect
- VI Portal
Products and services
- Investment Banking M&A advisory (buy-side and sell-side) and capital raising solutions (debt and equity) connecting clients with private equity investors, family offices, pension funds, traditional banks, and non-bank financial institutions, tailored for insurance brokerages and wealth management firms.
- M&A Advisory Services Full-lifecycle mergers and acquisitions advisory covering strategy, valuation, due diligence, deal structuring, buyer/seller representation, and post-closing integration for firms looking to buy or sell in the insurance distribution and wealth management markets.
- Transaction Advisory Diagnostic and confirmatory financial due diligence and Quality of Earnings analysis providing buyers with insights into acquisition targets, including revenue testing, working capital analysis, risk assessment, and deal protection provisions.
- Consulting Business planning and consulting services for insurance companies and wealth management firms covering valuations, strategic planning, sales and leadership development, and perpetuation planning across all stages of the ownership lifecycle.
- FirstChoice Network
Quantifiable outcome
- 1,460+ total M&A transactions advised since 1999
- +3 more outcomes
Companies that use MarshBerry
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles3 records
MarshBerry technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MarshBerry partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- FirstChoice (Cara Partnership)coreCara announced a strategic partnership with FirstChoice, a MarshBerry Company, to provide its AI platform to FirstChoice's agency network in the United States. The collaboration aims to enhance operational efficiency, reduce errors, and drive growth for independent insurance agencies through AI-powered technology solutions.
- IMAS Corporate Finance LLPcoreMarshBerry acquired IMAS Corporate Finance LLP in the UK, expanding its international footprint and creating a significant presence in Europe and North America. IMAS operates in the UK and Middle East markets and trades as MarshBerry in the UK under FCA regulation (FRN: 553889).
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
MarshBerry competitors and assessment
Company assessmentBroad incumbents
- Marsh McLennan: Marsh McLennan is the largest global insurance brokerage and risk advisory firm; while not a direct M&A advisory competitor, it sits at the top of the same industry value chain MarshBerry serves and influences agency consolidation dynamics.
- Mercer Advisors: Mercer Advisors is a national RIA and wealth management firm that both competes for advisory engagements and acts as a serial acquirer of wealth management firms — overlapping with MarshBerry's wealth management M&A practice.
- Brown & Brown: Brown & Brown is a major U.S. insurance brokerage and frequent acquirer; it represents both an industry incumbent and a counterparty-side client for MarshBerry's buy-side and capital advisory work.
- HUB International: HUB International is a large North American insurance brokerage that is both a frequent client and a strategic acquirer of agencies in MarshBerry's transaction universe, providing both overlap and demand for MarshBerry's advisory services.
- Aon plc: Aon is a global professional services and insurance brokerage firm whose M&A advisory and corporate development activities intersect with MarshBerry's market at the upper end of the insurance brokerage size spectrum.
Direct peers
- Reagan Consulting: Reagan Consulting is a management consulting firm serving the insurance distribution industry, offering benchmarking, strategic planning, and growth consulting directly comparable to MarshBerry's consulting and Market Intelligence practices.
- DeVoe & Company: DeVoe & Company is a buy-side M&A advisor focused on RIAs and wealth management firms, directly overlapping with MarshBerry's wealth management M&A advisory segment and target client base.
- OPTIS Partners: OPTIS Partners is a Chicago-based investment bank specializing in M&A advisory for insurance brokerages and agencies. It is the most direct head-to-head competitor to MarshBerry in U.S. insurance distribution M&A.
- Rotor Capital LLC: Rotor Capital provides sell-side M&A advisory and capital raising to insurance brokerages and other financial services firms, closely mirroring MarshBerry's core service offering in the same end market.
- Calyx Capital Group: Calyx Capital provides M&A advisory and capital raising services to insurance agencies, brokerages, and financial services firms, overlapping with MarshBerry's sell-side and capital advisory offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
MarshBerry social profiles
Digital presenceMarshBerry compliance and trust
Trust signalCompliance3 records
MarshBerry financial estimates
Financial estimateRevenue estimate
Valuation estimate
MarshBerry leadership team
Management profileNumber of profiles
Profiles8 records
MarshBerry subsidiaries and ownership
Company hierarchySubsidiaries2 records
MarshBerry funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MarshBerry M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MarshBerry
What does MarshBerry do?
MarshBerry is a global investment banking and consulting firm that provides M&A advisory (sell-side and buy-side), capital raising, due diligence, quality of earnings analysis, valuations, strategic consulting, perpetuation planning, and proprietary market intelligence exclusively to insurance brokerages and wealth management firms. Its service lines are bundled into Investment Banking, Transaction Advisory, Consulting, Networks (FirstChoice and Connect), and Market Intelligence offerings including the Value Intelligence (VI) Portal.
Is MarshBerry a public or private company?
MarshBerry is a private company. It is classified as corporate owned and is currently operating.
When was MarshBerry founded?
MarshBerry was founded in 1987. It employs 101 to 250 people.
Where is MarshBerry based?
MarshBerry is headquartered in Woodmere, United States, in the North America region.
How does MarshBerry make money?
Four revenue lines are on record. Investment Banking & M&A Advisory is the primary driver. The others are strategic Consulting Services, market Intelligence & Data Analytics and networks (FirstChoice).
Who are MarshBerry's main competitors?
Broad incumbents on record are Marsh McLennan, Mercer Advisors, Brown & Brown, HUB International and Aon plc. Direct peers are Reagan Consulting, DeVoe & Company, OPTIS Partners, Rotor Capital LLC and Calyx Capital Group.
Does MarshBerry have an API?
No public API is recorded for MarshBerry.
What industry is MarshBerry in?
MarshBerry's product category is Investment Banking & Management Consulting. Its primary akta.pro industry code is BPAHADAC, M&A Advisory (Buy-side/Sell-side), with a secondary code of BPAHAOAL, Capital Markets Advisory (IPO Readiness, SPAC, ECM/DCM Advisory). Its NAICS code is 523 and its SIC code is 6282.