Lawley

What Lawley does

Lawley is a privately-held, family-owned independent insurance brokerage founded in 1955 and headquartered in Buffalo, NY, now operating across three generations of the Lawley family. The company delivers a multi-line insurance and financial services platform spanning business insurance, employee benefits, risk management, personal insurance, Medicare solutions, retirement plan services, and wealth management through affiliated entities Georgetown Lawley and Sgroi Lawley. It serves a hybrid mix of SMBs, mid-market employers, construction firms, manufacturers, nonprofits, Medicare beneficiaries, and high-net-worth individuals across 19 office locations in New York, Connecticut, New Jersey, and Florida, with licensing in all 50 U.S. states. Recognized as a Top 50/Top 100 National Independent Insurance Broker, Lawley generates revenue primarily through insurance brokerage commissions from multiple carrier partners, employee benefits consulting fees, Medicare and individual health insurance commissions, and wealth management advisory fees billed through LPL Financial.

The company's technology layer is composed of licensed third-party platforms rather than proprietary AI systems: MyWave (a client portal branded per organization), ZyWave Connect (compliance, HR, and insurance resource hub), and Medicareful (Medicare plan comparison tool). Distribution is relationship-led through a network of office-based insurance advisors, partners, and specialized teams in captive insurance, construction surety bonds, self-funded health plans, and Medicare advisory. In October 2023, Lawley received a growth investment from Pritzker Private Capital to fund strategic acquisitions and new-market entry; subsequent deals include Shoff Darby Companies (2023), ROC Insurance Services (October 2025), and The Southcott Agency (February 2022), indicating a clear M&A-led expansion strategy atop the organic sales motion.

Name

Lawley

Legal name

Lawley

Website

https://lawleyinsurance.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lawley is a family-owned independent insurance brokerage founded in 1955, offering business insurance, employee benefits, risk management, Medicare, and wealth management to SMBs, mid-market employers, construction firms, and individuals across the Northeast and Florida.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Commercial insurance brokerage
• Employee benefits consulting
• Risk management services
• Medicare insurance solutions
• Surety bond services

Headquarters

HQ city

Buffalo

HQ country

United States

HQ region

North America

Offices19 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: As an independent insurance broker, Lawley earns commissions from insurance carriers for placing business. The company represents multiple carriers, offering clients choice while earning override commissions and volume-based incentives.
2. Employee Benefits Consulting: Professional consulting services for employee benefits plan design, implementation, and administration including health insurance, retirement plans, wellness programs, and compliance services.
3. Wealth Management: Through affiliated entities (Georgetown Lawley, Sgroi Lawley), the company offers financial planning, investment management, and retirement planning services, generating advisory fees and commissions on financial products.
4. Medicare Solutions: Medicare insurance sales and enrollment services through Lawley Medicare Solutions, earning commissions from Medicare Advantage and Supplement carriers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Lawley is an independent insurance brokerage that places commercial and personal insurance, employee benefits, surety bonds, captive insurance programs, and Medicare coverage on behalf of clients by shopping across multiple carriers in all 50 U.S. states. The firm supplements placement with proactive risk management consulting, claims advocacy, compliance support (ACA, HIPAA, OSHA), and retirement/wealth management services through affiliated entities Georgetown Lawley and Sgroi Lawley.

Product overview

Lawley is a family-owned, independent insurance brokerage offering a unified platform of insurance, employee benefits, risk management, and wealth management services. The core offerings consist of Business Insurance (including captive programs and construction bonds), Employee Benefits (group health, wellness, retirement plans), Risk Management (claims consulting and loss prevention), Personal Insurance, and Medicare Solutions. These are supplemented by wealth management services through Georgetown Lawley and Sgroi Lawley subsidiaries, plus educational tools like Lawley Benefits University and client portals such as MyWave/ZyWave. The company operates across 17+ locations in New York, Connecticut, New Jersey, and Florida as a Top 100 National Independent Insurance Broker.

Differentiator

Problem solved

Functional benefit

Brands

• Georgetown Lawley: Comprehensive financial planning and wealth management services offered through LPL Financial.
• Sgroi Lawley
• Lawley Medicare Solutions
• Lawley Benefits U

Products and services

• Business Insurance Comprehensive commercial insurance brokerage coverage for organizations across industries, placing property & casualty, workers compensation, commercial auto fleet, professional liability, specialty products, and captive insurance programs with multiple carriers.
• Employee Benefits Consulting and placement services for group health insurance, retirement plans, voluntary benefits, wellness programs, and HR compliance (ACA, HIPAA, COBRA, FMLA, Section 125) for employers.
• Risk Management Risk management consulting including insurance claims consulting, claims management, safety/loss prevention, and exposure identification for commercial clients.
• Personal Insurance Personal lines brokerage for individuals including auto, home, umbrella coverage, and specialized high-net-worth insurance for luxury homes, vehicles, and valuable collections.
• Medicare Solutions Medicare advisory and enrollment services helping individuals find, compare, and enroll in Medicare Advantage, Medicare Supplement, and Part D prescription drug plans across multiple carriers.
• Captive Insurance Programs Alternative risk financing through captive insurance programs and self-funded health benefits enabling organizations to assume more control over healthcare costs and risk management outcomes.
• Construction Bonds Surety bond services for contractors and developers including bid bonds, performance bonds, and payment bonds with same-day bid bond delivery capability.
• Wealth Management Comprehensive financial planning and wealth management including investment management, retirement planning, estate planning, tax planning, and life/long-term care insurance delivered through Georgetown Lawley and Sgroi Lawley divisions.
• Retirement Plan Services 401(k) and retirement plan design, implementation, and administration services for employers and individuals.
• Lawley Medicare Solutions (Individual and Senior Health Insurance) Medicare insurance plans and individual health insurance consulting for seniors and individuals, sourced across multiple carriers and supported by the Medicareful plan comparison platform.

Quantifiable outcome

• Exclusive workers compensation program for nonprofits with A+ rated carrier at no additional cost for risk and loss control services
• +2 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• MedicarefulcoreTechnology or IntegrationMedicareful is a Medicare plan comparison platform that enables Lawley to provide clients with easy plan comparison showing costs, available plans by location, and the best plan recommendations for individual needs.
• ZyWavecoreTechnology or IntegrationZyWave is Lawley's value-added client portal providing access to commercial and personal insurance, employee benefits, and HR tools. Includes compliance resources (ACA, OSHA), workplace policies, forms, and safety/wellness program materials.
• Insurance Carriers (Multiple)coreChannel Partner/ Reseller/ DistributorLawley represents multiple insurance carriers across property & casualty, health insurance, Medicare, and specialty lines, enabling the company to shop coverage across carriers on behalf of clients. Specific carriers mentioned include Western National Insurance Group (Circle of Excellence recognition).
• Shoff Darby CompaniesmajorStrategic or Co-development PartnerShoff Darby Companies merged with Lawley in 2023, bringing captive insurance, construction, and petroleum transportation expertise. Key personnel including Matt Roberts (founder of Shoff Darby's captive practice) and Robert Hart joined Lawley as Partners.
• ROC Insurance ServicesmajorStrategic or Co-development PartnerROC Insurance Services merged with Lawley in October 2025, expanding Lawley's presence in Rochester market. The merger added Medicare solutions expertise under Director of Medicare Alyssa McGovern.
• Walter C Taylor Agency Inc.majorStrategic or Co-development PartnerThe Verdi brothers' family firm (Walter C Taylor Agency Inc.) merged with Lawley in 2007. At the time, they had grown it into one of Rochester's top 10 local insurance agencies.
• Hallahan AgencymajorStrategic or Co-development PartnerPaul Hallahan's family agency (The Hallahan Agency) merged with Lawley in 2001, bringing 25 years of insurance experience and Westchester County market presence.
• Construction Exchange of Buffalo & WNYminorGTM or Marketing PartnerIndustry association partnership; Lawley personnel (Rob Coppola) serve on Board of Governors; AmyRae Nessa previously served as Membership & Sales Director.
• LPL FinancialcoreTechnology or IntegrationWealth management affiliates (Georgetown Lawley, Sgroi Lawley) offer securities and advisory services through LPL Financial, a registered investment advisor and member FINRA/SIPC.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• Assurance: Assurance is a mid-market insurance brokerage focused on commercial insurance and employee benefits, with a technology-forward approach and smaller scale than national players. It represents an emerging competitor in the same SMB and mid-market segment that Lawley serves.

Broad incumbents

• Arthur J. Gallagher (AJG): Arthur J. Gallagher is a publicly traded global insurance brokerage and risk management firm serving similar mid-market and commercial clients with overlapping capabilities in P&C, employee benefits, and risk consulting, but at substantially larger scale.
• Marsh McLennan: Marsh is the world's largest insurance broker and a Marsh McLennan business, providing commercial insurance, risk management, and consulting globally. While serving larger enterprise clients, it competes for the same mid-market and employee benefits opportunities that Lawley targets.

Direct peers

• Acrisure: Acrisure is a PE-backed (controlled by founder Ryan Williams) insurance brokerage and fintech platform pursuing one of the most aggressive M&A roll-up strategies in the industry, directly comparable to Lawley's Pritzker-backed expansion strategy across commercial insurance and employee benefits.
• Lockton: Lockton is the world's largest privately held insurance brokerage, offering commercial insurance, employee benefits, and risk management with a partner-led culture that closely mirrors Lawley's family-owned, relationship-driven model.
• Brown & Riding Insurance Services: Brown & Riding is a privately held wholesale and specialty insurance brokerage with expertise in construction, real estate, and niche commercial lines. Its specialty focus and private ownership structure make it a close peer for Lawley's construction and surety bond practice.
• USI Insurance Services: USI is a PE-backed national insurance brokerage focused on middle-market commercial insurance and employee benefits with a strong M&A track record. It is one of the closest operational and strategic analogs to Lawley in terms of client mix and acquisition-driven growth.
• Hub International: Hub International is a large PE-backed insurance brokerage with comparable multi-product commercial insurance, employee benefits, and personal lines offerings. Its scale and roll-up acquisition strategy directly parallels Lawley's PE-funded growth model.
• World Insurance Associates: World Insurance Associates is a PE-backed insurance brokerage with an aggressive acquisition strategy targeting Northeast and East Coast commercial and personal lines agencies, making it a direct strategic competitor for Lawley's regional M&A pipeline.
• NFP (an Aon company): NFP was a PE-backed insurance broker and benefits consultant acquired by Aon, operating in mid-market commercial insurance, employee benefits, and wealth management. It represents the typical exit path for PE-backed insurance brokerage roll-ups.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/lawleyinsurance
• Facebookfacebook.com/LawleyInsurance
• LinkedInlinkedin.com/company/lawley-insurance

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Lawley