Charles J Sellers &

What Charles J Sellers & does

Charles J. Sellers & Co., Inc. (d/b/a Sellers Insurance) is a fourth-generation, family-owned commercial insurance agency founded in 1920 in the Buffalo, New York area. The agency specializes in placing personal and business insurance for professional clientele across New York State, with a primary focus on physicians, attorneys, and municipal employees. Its core distribution model leverages formal endorsements with 46 Medical Societies and 9 Bar Associations, including long-standing relationships with the Medical Society of the State of New York (MSSNY, since 1941) and the Bar Association of Erie County (since 1940). The agency also administers MSSNY Guaranteed Issue Disability Insurance and group insurance programs initiated in 1937 for City of Buffalo and County of Erie employees.

The agency operates a comprehensive product portfolio spanning personal lines (disability income protection, life, long-term care, homeowners, auto, pet, flood, umbrella) and commercial lines (business owners policies, workers' compensation, professional liability, cyber, EPLI, group benefits, pension bonds). Specialty offerings include MedSpa Insurance and resident physician disability programs. Underlying technology is conventional: a marketing and service website (sellersinsurance.com), online payment processing, and standard digital communications, with no proprietary platform or disclosed AI capabilities. The agency represents multiple insurance carriers and earns override commissions based on volume and performance of business placed.

Revenue is generated entirely through insurance commissions from carriers for policies placed and serviced. Pricing is quote-based and individually underwritten based on applicant risk profiles, coverage amounts, deductibles, and limits. The go-to-market is relationship-led, combining direct sales (phone, website, in-person), professional association endorsements, and community engagement. In April 2026, the agency opened a new headquarters at 60 Main Street in Hamburg, NY, reflecting continued investment in a mature but operationally stable franchise.

Name

Charles J Sellers &

Legal name

Charles J. Sellers & Co., Inc.

Website

https://sellersinsurance.com

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

11–50 employees

Short description

Charles J. Sellers & Co. is a fourth-generation, family-owned insurance agency founded in 1920, specializing in personal and business insurance for physicians, attorneys, and municipal employees across New York State via 46 Medical Societies and 9 Bar Association endorsements.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Disability Buy-Sell / Business Continuation Insurance (FSAIAIAL)

akta.pro secondary industries

Claims Handling, Documentation & Dispute Resolution Services (HSAKANAI), Key Person Disability Insurance (FSAIAIAK)

Keywords

• Commercial insurance brokerage
• Professional liability insurance
• Disability income protection
• Physicians insurance programs
• Business owners insurance

Headquarters

HQ city

Athol Springs

HQ country

United States

HQ region

North America

Offices1 record

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 Commissions: As an insurance agency, the company generates revenue primarily through commissions paid by insurance carriers for placing and servicing insurance policies. They represent multiple insurance companies and receive override commissions based on the volume and performance of business placed with each carrier.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Charles J. Sellers & Co., Inc. is an independent insurance agency that places personal and commercial insurance policies on behalf of multiple carriers, earning commissions on the premiums. The agency distributes disability income protection, life, long-term care, homeowners, auto, professional liability, workers' compensation, business owners, cyber, MedSpa, and group benefit products, with particular emphasis on physicians, attorneys, and municipal employees across New York State through Medical Society and Bar Association endorsed programs.

Product overview

Charles J. Sellers & Co., Inc. is a fourth-generation family-owned insurance agency offering a comprehensive suite of personal and business insurance products. The agency specializes in coverage for physicians, attorneys, municipal employees, and medical spas. Personal insurance products include auto, homeowners/renters, life insurance (term, universal, and whole), disability income protection, long-term care, Medicare plans, personal umbrella, flood, accidental death and dismemberment, and pet insurance. Business insurance products include business auto, professional liability, workers' compensation, cyber insurance, commercial umbrella, employment practices liability, group benefits, pension bonds and fiduciary liability, business overhead expense, business owners policies (BOP), and buy/sell life/disability insurance. The agency also offers specialty MedSpa insurance and guaranteed issue disability programs for Medical Society and Bar Association members throughout New York State.

Differentiator

Problem solved

Functional benefit

Products and services

• Disability Income Protection Insurance coverage that pays a benefit if the policyholder becomes disabled, protecting their income stream. Available to physicians, attorneys, and other professionals in New York State.
• Life Insurance (Term, Universal & Whole) Life insurance products including term, universal, and whole life policies to provide financial protection for families.
• Long-Term Care (LTC) Insurance Insurance coverage for long-term care services including nursing home, assisted living, and in-home care.
• Homeowners/Renters Insurance Coverage for homes and rentals protecting against property damage, theft, and liability.
• Auto & Other Vehicles Insurance Insurance coverage for automobiles and other vehicles.
• Accidental Death and Dismemberment Insurance Insurance providing payment to beneficiaries if the insured dies due to an accident or loses specific body parts/functions.
• Medicare Plans Medicare plan options and guidance offered through a partnership with CoverRight.
• Business Auto Insurance Insurance coverage for business vehicles and fleets.
• Business Overhead Expense Insurance Coverage for business overhead expenses such as rent, utilities, and employee salaries during the insured's disability.
• Business Owners Insurance (BOP) Comprehensive coverage combining property, liability, and business interruption coverage for business owners.
• Cyber Insurance Protection against data breaches, ransomware attacks, business interruption, and notification costs.
• Workers' Compensation Insurance Mandatory coverage providing benefits to employees for employment-related accidents and sickness on a no-fault basis.
• Professional Liability Insurance Protection against negligence claims made by customers, also known as errors and omissions coverage, for physicians, attorneys and other small business owners.
• Employment Practices Liability Insurance Protection if an employee alleges discrimination, harassment, wrongful termination, or retaliation.
• MedSpa Insurance Program Comprehensive insurance programs for medical spas and aesthetic practices including professional liability/malpractice, general liability, property insurance for equipment, workers' compensation, cyber liability, and employment practices liability coverage.
• Guaranteed Issue Disability Insurance (MSSNY Members) Guaranteed issue disability insurance for Medical Society of the State of New York members under 50 in select NY districts, offering up to $3,000/month with a 90-day waiting period and pays for up to 7 years.
• Disability Income Protection for Medical Residents Disability income protection specifically designed for medical residents in New York State with portable coverage, offered at favorable group rates with no medical exam required.

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Medical Society of the County of Erie (MSCE)coreChannel Partner/ Reseller/ Distributor · 27 April 2026March marked the 85th anniversary of MSCE first endorsing an insurance program offered by Sellers Insurance for its physician members.
• FeedMore WNYminorOthers · 1 January 2026Community service partnership with FeedMore WNY as part of the company's community giving back initiatives in Western New York.
• Cradle BeachminorOthers · 1 January 2024Volunteer partnership with Cradle Beach, one of the company's favorite volunteer days of the year.
• Medical Society of the State of New York (MSSNY)coreChannel Partner/ Reseller/ Distributor · 1 January 1941One of the company's most significant partnerships, providing endorsed insurance programs to physician members across New York State. The partnership began expanding to Medical Societies in 1941 and now covers 46 Medical Societies. The company administers MSSNY Guaranteed Issue Disability Insurance for members under 50 in certain districts.
• Bar Association of Erie CountycoreChannel Partner/ Reseller/ Distributor · 1 January 1940Partnership with Bar Association of Erie County for insurance programs for attorneys and legal professionals.
• NY Criminal & Civil Courts Bar AssociationcoreChannel Partner/ Reseller/ DistributorUnder Charles J. Sellers III's leadership starting 1991, the agency expanded to offer endorsed insurance programs to members of the statewide NY Criminal & Civil Courts Bar Association.
• NYSSA (New York State Association)minorChannel Partner/ Reseller/ DistributorProfessional association partnership for insurance programs serving association members.
• NYCCCBA (New York Criminal & Civil Courts Bar Association)minorChannel Partner/ Reseller/ DistributorAdditional bar association partnership for attorney insurance programs.
• Life Insurance Company of Boston & New YorkcoreTechnology or IntegrationUnderwriter for MSSNY-endorsed disability income insurance policies administered by Charles J. Sellers & Company. The policy (Form DIC-N (0900) NY) provides disability coverage for resident physicians and medical society members.
• CoverRightminorChannel Partner/ Reseller/ DistributorPartnership for Medicare Plans distribution, accessible through b2b.coverright.com/sellersinsurance.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Higginbotham: Texas-rooted, multi-state insurance and financial services firm expanding across the southern and eastern U.S. Comparable as a growing regional brokerage that combines personal, commercial, and benefits with deep carrier relationships — a potential model for Sellers' next stage.
• World Insurance Associates: Mid-sized, acquisitive insurance brokerage built through roll-up of regional agencies, with growing personal and commercial lines focus. Comparable as a consolidator actively targeting Northeast independent agencies like Sellers for tuck-in acquisitions.
• The Hilb Group: Mid-Atlantic and Northeast-focused insurance brokerage built via acquisitions of independent agencies. Comparable as a regional consolidator with overlapping professional and personal lines capabilities and an active M&A posture toward agencies of similar size.

Broad incumbents

• USI Insurance Services: Large national insurance brokerage and consulting firm serving middle-market and large clients across property/casualty, benefits, and specialty lines. Comparable as a broader incumbent that increasingly competes for physician, attorney, and municipal accounts in NY.
• Acrisure: Rapidly growing global insurance brokerage with a sizable middle-market and specialty practice. Comparable as a roll-up acquirer and competitor for association, professional, and commercial accounts, often providing buy-out optionality for agencies of Sellers' profile.
• Marsh McLennan Agency: Middle-market-focused brokerage subsidiary of Marsh McLennan providing commercial insurance, benefits, and risk management. Comparable as a large-scale competitor pursuing the same physician, legal, and municipal employer segments in New York.
• Brown & Brown Insurance: National insurance brokerage distributing personal, commercial, and specialty lines across the U.S., including professional and association programs. Comparable as a competing distributor that also builds endorsed programs with professional associations, though at much greater scale.

Direct peers

• Marshall & Sterling Enterprises: Family-rooted, multi-line insurance agency headquartered in Poughkeepsie, NY with a regional footprint across New York. Comparable as a long-standing NY-focused independent agency serving professionals, businesses, and individuals through a mix of personal and commercial lines.

Others

• Arlington/Roe & Co. Independent insurance agency cluster group providing carrier access, operational support, and reinsurance markets to member agencies. Comparable as an ecosystem partner that gives small/independent agencies like Sellers leverage with carriers and reinsurers they could not access alone.

Regional players

• Tompkins Insurance Agencies: Insurance agency arm of Tompkins Financial serving upstate New York with personal, commercial, and life products. Comparable as a long-tenured, community-rooted New York agency with strong carrier partnerships and a focus on professional/small-business clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sellersinsuranceny

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 Charles J Sellers &