What Burnham Benefits does

Burnham Benefits, founded in 1995 and headquartered in Irvine, California, operated as an insurance and employee benefits advisory and brokerage firm before rebranding alongside partner firms (including Burnham WGB) to The Baldwin Group, a unified, entrepreneur-led advisory brand serving clients across all 50 states with international capabilities for commercial risk and employee benefits. The firm delivers a comprehensive product portfolio spanning business insurance (cyber, government contracting, international, management liability, M&A, surety), employee benefits (ancillary, global Japanese, international, public entity, retirement consulting, alternative funding, analytics and underwriting, benefits compliance, communications, pharmacy benefit consulting, population health management), reinsurance intermediary services, specialty MGA, embedded insurance, private risk solutions for high-net-worth individuals, personal insurance, and wealth management.

Revenue is generated primarily through insurance brokerage commissions placed with carrier partners, supplemented by advisory and consulting fees for benefits compliance, analytics, communications, population health management, and retirement/wealth management engagements. The firm is privately held and described as entrepreneur-led, with no disclosed institutional investors, funding rounds, or parent company. Distribution is relationship-driven: dedicated client teams serve as the primary touchpoint, supported by a broad carrier partner network, a corporate website (baldwin.com) with content and client portals, and a multi-channel marketing presence across LinkedIn, Facebook, Instagram, webinars, and events. No proprietary technology platform is described; the model is built on licensed advisor expertise and carrier relationships rather than software differentiation. The firm employs between 101 and 250 people and is recognized as a Fortune Best Workplace (2023), with Kristen Allison serving as President and CEO and Chris Martin as Chief Growth Officer.

Name

Burnham Benefits

Legal name

The Baldwin Group

Website

https://burnhambenefits.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Burnham Benefits, now operating as The Baldwin Group, is an Irvine, California-based insurance brokerage and advisory firm serving U.S. businesses and high-net-worth individuals across all 50 states with commercial insurance, employee benefits, reinsurance, specialty MGA, private risk, and wealth management services delivered through dedicated client teams and carrier partner networks.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Benefits Advisory

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Hospital & Medical Service Plans (6324)

akta.pro primary industry

Employee Benefits Brokerage & Consulting (FSAEADAC)

akta.pro secondary industries

Employer-Sponsored Dental & Vision (Group) (FSAIAHAH), Group Disability Income Insurance (Employer-Sponsored) (FSAIAIAB), Group Dental Plans (Employer-Sponsored) (HLAEAIAG), Benefits Administration & Enrollment Support (BPAAAIAB)

Keywords

• Insurance brokerage services
• Employee benefits consulting
• Commercial risk advisory
• Private risk management
• Wealth management advisory

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

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 and Advisory Services: The company generates revenue through insurance brokerage commissions and advisory fees for delivering insurance, risk mitigation, employee benefits, and wealth management solutions. Revenue derives from commissions on insurance products placed with carrier partners as well as consulting fees for benefits compliance, analytics, communications, and population health management services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Burnham Benefits (now operating as The Baldwin Group) is an insurance brokerage and advisory firm that places commercial and personal insurance coverage with carrier partners and delivers employee benefits consulting, retirement plan advisory, and wealth management services. The firm serves both businesses (business insurance, employee benefits, reinsurance, specialty MGA, embedded insurance) and individuals/families (private risk, personal insurance, wealth management) across all 50 U.S. states with international capabilities for select lines. Revenue is generated through brokerage commissions on placed coverage and consulting/advisory fees for benefits, compliance, and wealth services.

Product overview

The Baldwin Group (formerly Burnham Benefits) operates as an award-winning advisory firm offering a comprehensive insurance and benefits platform with multiple interconnected service lines. The portfolio includes Business Insurance (with sub-solutions for Cyber, Government Contracting, International, Management Liability, Mergers & Acquisitions, and Surety), Employee Benefits (with services including Ancillary Benefits, Global Japanese, International, Public Entity, and Retirement Consulting, plus specialized offerings for Alternative Funding, Analytics & Underwriting, Benefits Compliance, Communications & Engagement, Pharmacy Benefit Consulting, and Population Health Management), Reinsurance, Specialty MGA, Embedded Insurance, Private Risk Solutions, Personal Insurance, and Wealth Management. These offerings serve both businesses and individuals across all 50 states with international capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Insurance Commercial insurance solutions for businesses across multiple industries and risk categories, including cyber, government contracting, international, management liability, mergers and acquisitions, and surety coverage. Sold to business clients of varying sizes across the U.S.
• Employee Benefits Comprehensive employee benefits advisory and consulting services including ancillary/worksite benefits, global Japanese benefits, international benefits, public entity benefits, alternative funding strategies, analytics and underwriting, benefits compliance, communications and engagement, pharmacy benefit consulting, and population health management. Sold to business clients seeking benefits program design and management.
• Reinsurance Reinsurance intermediary services for risk transfer, delivered to insurance carrier and client partners requiring reinsurance placement support.
• Specialty MGA Managing general agent services for specialty insurance products, providing underwriting and distribution capabilities for niche and specialty insurance lines.
• Embedded Insurance Insurance products embedded within third-party platforms or distribution channels, enabling partner companies to offer coverage to their own customers.
• Private Risk Solutions High-net-worth personal insurance covering auto and collector cars, collections and valuables, farm and equine, high-value homes, marine and mega yacht, and personal umbrella liability. Sold to high-net-worth individuals and families.
• Personal Insurance Individual insurance products for consumers including auto and vehicle insurance, home and property insurance, individual health insurance, Medicare, and life insurance. Sold directly to individual consumers.
• Wealth Management Wealth management and asset management services for individuals and families, including investment advisory and portfolio management solutions.
• Retirement Plan Consulting Retirement plan advisory and consulting services for employer-sponsored retirement programs, provided as a distinct advisory offering alongside wealth management.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Insurance Carrier PartnerscoreChannel Partner/ Reseller/ DistributorThe Baldwin Group maintains broad relationships with insurance carrier partners across business insurance, employee benefits, and personal insurance lines. These carrier relationships enable access to optimized terms and pricing for clients. The company functions as an insurance broker/distributor placing coverage through multiple carrier partners to secure competitive outcomes.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Arthur J. Gallagher & Co. Large publicly-traded insurance brokerage and risk management firm serving middle-market commercial clients with employee benefits, property/casualty, and specialty practices—directly comparable in client segment and product mix to The Baldwin Group.
• Brown & Brown, Inc. National insurance brokerage providing commercial, employee benefits, personal lines, and specialty coverage with strong middle-market focus. Comparable in scale, geographic reach, and service-line breadth to The Baldwin Group.
• Lockton Companies: Largest privately-held insurance brokerage globally, offering commercial, employee benefits, personal, and specialty practices. Closely comparable as a private, entrepreneur-led competitor with similar comprehensive service portfolio.
• USI Insurance Services: Privately-held insurance brokerage and consulting firm serving middle-market and large commercial clients with property/casualty, employee benefits, and personal insurance—directly competitive in target segment and product mix.
• Hub International: Large privately-held insurance brokerage providing commercial, personal, employee benefits, and wealth management across North America. Comparable in service breadth, target market, and entrepreneurial operating model.
• AssuredPartners: National insurance brokerage serving middle-market commercial, personal, and benefits clients. Comparable in segment focus, growth-via-acquisition strategy, and service-line breadth.

Broad incumbents

• Marsh McLennan: Global insurance brokerage and risk advisory giant offering commercial risk, reinsurance, employee benefits (Mercer), and consulting. Overlaps with The Baldwin Group in commercial brokerage but operates at much larger scale and global scope.
• Aon plc: Global professional services firm providing risk, insurance brokerage, reinsurance, and human capital consulting. Comparable in commercial and benefits brokerage but serves primarily large enterprise accounts with global footprint.

Emerging players

• Acrisure: Fast-growing, tech-enabled insurance brokerage with broad commercial, personal, and benefits practices. Comparable in entrepreneurial acquisition-driven model and middle-market focus, with stronger technology emphasis.
• Inspire Risk & Insurance Solutions: Mid-market insurance brokerage and risk management firm with employee benefits and commercial practices. Comparable as a smaller-scaled entrepreneurial brokerage competing in similar middle-market accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/burnhambenefits
• LinkedInlinkedin.com/company/burnham-benefits
• Instagraminstagram.com/the_baldwin_group
• Xx.com/burnhambenefits

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Burnham Benefits