What Personal Risk Management Solutions does

Personal Risk Management Solutions (PRMS) is a boutique personal insurance brokerage founded in 2007 and headquartered in New York, with additional offices in Nantucket, Massachusetts, and South Orange, New Jersey. The firm is licensed in all 50 states and handles international exposures, focusing exclusively on personal lines insurance for high-net-worth and ultra-high-net-worth individuals and families, including coverage for luxury homes, automobiles (including classic and collector cars), valuables (jewelry, fine art, wine, antiques), yachts and watercraft, and personal excess liability. PRMS differentiates from brokerages that split attention across commercial, health, and benefits lines by concentrating solely on personal risk placement and advocacy, and operates a sub-brand, PRMSbyHerSide, that delivers tailored insurance services to women-led households and clients navigating divorce or widowhood. The firm is affiliated with Emigrant Bank.

PRMS earns revenue through commissions paid by carrier partners - including Chubb (where the firm holds Cornerstone Agent status and a National Agency Council seat), Private Client Select (AIG), Berkley One, PURE Group, Cincinnati Insurance, Lloyds of London, and AXA - on the personal insurance premiums it places on behalf of clients. Distribution is driven by a team of senior advisors structured into named service pods (TeamCelia, TeamCerity, TeamLinda, TeamPRMS) supported by referrals from a deliberately cultivated trusted-advisor network spanning wealth advisors, family offices, luxury realtors, and certified divorce financial planners. The firm does not develop proprietary insurance technology; servicing runs on standard carrier portals and industry insurance management systems. Annual account reviews, claims advocacy, and proactive policy optimization are recurring service motions that drive retention and cross-sell across the multi-policy HNW book.

The company's leadership team is female-led, anchored by founder, President and CEO Celia Santana (30-plus years in HNW insurance, ex-Chubb senior executive) and including Partner Linda Graef Jones (ex-JPMorgan Chase), 1st Vice President Kelly McCleaster, Vice President Lindsey Jordan, and a bench of assistant vice presidents and relationship managers. PRMS has accumulated sustained industry recognition, including Elite Women in Insurance designations, Top 50 Women in Private Wealth, finalist status at the Family Wealth Report Awards, and three 2026 PropertyCasualty360 Insurance Luminaries finalist nominations, alongside active involvement in the Private Risk Management Association, where Santana became President of the Board of Trustees in January 2026.

Name

Personal Risk Management Solutions

Legal name

Personal Risk Management Solutions

Website

https://theprmspromise.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Personal Risk Management Solutions is a boutique personal insurance brokerage serving high-net-worth and ultra-high-net-worth individuals and families across all 50 states with international coverage. The firm places luxury homes, automobiles, valuables, fine art, yachts, and personal umbrella policies through specialty carrier partners and operates the PRMSbyHerSide sub-brand for women-led households.

Ownership category

akta.pro rank

Product category

High-Net-Worth Personal Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Personal Excess Liability (High-Net-Worth) (FSAJANAF), Personal Umbrella Insurance (FSAJANAA), Personal Auto Insurance (FSAJAMAA), Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ), Specialty/Unique Item Coverage (Fine Art, Antiques, Pianos, Safes) (HSAKANAE)

Keywords

• Personal insurance brokerage
• High net worth insurance
• Luxury home insurance
• Fine art insurance
• Excess liability coverage

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: PRMS earns commissions from insurance carrier partners for placing personal insurance policies (homeowners, auto, valuables, watercraft, excess liability) for clients. Commissions are paid by insurance carriers based on premium volume placed, representing the primary revenue stream for the brokerage.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Personal Risk Management Solutions is a boutique personal insurance brokerage that places and services personal insurance policies for high-net-worth and ultra-high-net-worth individuals and families. Its portfolio spans homeowners, automobile and classic car, valuables (jewelry, fine art, wine, collectibles), yacht and watercraft, and excess liability (personal umbrella) coverage, with travel insurance and additional coverages as add-ons. The firm serves as an advocate for clients by structuring programs, negotiating with carriers, and managing claims end-to-end.

Product overview

Personal Risk Management Solutions (PRMS) is a boutique personal insurance brokerage offering a unified platform of insurance products for high-net-worth individuals and families. The core product portfolio consists of Homeowners Insurance, Valuables Insurance (covering jewelry, fine art, wine, antiques, collectibles), Excess Liability/Umbrella Insurance, Automobile & Classic Car Insurance, Yacht & Watercraft Insurance, and Fine Art Insurance. These are complemented by add-on modules including Travel Insurance and Additional Coverages (flood, equipment breakdown, cyber security). The company also operates PRMSbyHerSide, a specialized sub-brand serving women-led households and those experiencing life transitions such as divorce or widowhood. PRMS works with insurance carrier partners including Chubb, Private Client Select (AIG), Berkley One, PURE, Cincinnati Insurance, and Lloyds to deliver luxury insurance products not typically available in standard markets.

Differentiator

Problem solved

Functional benefit

Brands

• PRMSbyHerSide: A specialized initiative dedicated to bridging gaps in top-tier property and casualty insurance services for women-led households, particularly those navigating significant life transitions such as divorce or widowhood.

Products and services

• Homeowners Insurance

Quantifiable outcome

• 36% savings achieved for a client through consolidation and program optimization
• +6 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Chubb InsurancecoreOthersPrimary insurance carrier partner specializing in high-net-worth personal insurance. PRMS is a Chubb Cornerstone Agent and Chubb National Agency Council member. Celia Santana provides feedback to Chubb senior leadership. Joint marketing events including Tribeca Ball, Winter Show, and Chubb Fellows programs.
• Private Client Select (AIG)coreOthersTop HNW insurance carrier providing coverage for luxury homes and personal assets. PRMS represents Private Client Select in the HNW space for comprehensive insurance programs.
• Berkley OnecoreOthersInsurance carrier partner specializing in HNW personal insurance. Features Celia Santana in Women Who Inspire Us series. Joint events including Morris Museum events and Summer Classics.
• PURE InsurancecoreOthersMutual insurance carrier partner for HNW clients. PURE featured Celia Santana in LinkedIn Broker Spotlight. Joint events and continued partnership celebrations.
• Cincinnati InsurancecoreOthersA-rated insurance carrier partner providing personal insurance coverage options for clients.
• Lloyds of LondonminorOthersInternational insurance market providing specialized coverage options for unique risks and international exposures.
• AXAminorOthersGlobal insurance provider partner offering personal insurance products.
• WAX InsuranceminorOthersSpecialty insurance partner for valuables coverage, particularly jewelry.
• Allianz Travel InsuranceminorOthersTravel insurance provider partner offering trip cancellation, trip interruption, emergency medical coverage, and lost baggage benefits.
• Global RescueminorOthersMedical and security advisory and evacuation services partner. Provides field rescue from point of injury or illness with single trip, annual, and family options.
• MedjetminorOthersGlobal air-medical transport and travel security membership program. Special rates available through PRMS (Agency ID NY187).
• Private Risk Management Association (PRMA)coreOthersIndustry association for HNW personal insurance professionals. Celia Santana serves as Chair of the Board of Trustees. Team members (Lindsey Jordan, Tamila Garayo, Malena Huerres) have earned CPRIA designations through PRMA. Annual PRMA Summit attendance.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Marsh Private Client Services: The HNW personal lines brokerage arm of Marsh McLennan, serving successful individuals and families with homeowners, auto, collections, and excess liability coverage. Directly comparable to PRMS in target customer, product mix, and carrier access, but operates at materially greater scale as part of a global brokerage.
• Aon Private Risk Management: Aon's HNW personal insurance practice provides risk management for affluent households including luxury homes, autos, collections, and umbrella liability. Direct competitor to PRMS in the HNW personal lines segment with the advantage of being embedded in a global risk advisory platform.
• HUB International Private Client: HUB's Private Client group serves high-net-worth individuals and families with personal insurance programs across homeowners, auto, valuables, and excess liability. Closely aligned with PRMS on customer segment, product set, and relationship-based service model.
• Heffernan Insurance Brokers: Mid-to-large independent brokerage with a dedicated Private Client practice serving HNW households across the western US. Comparable on boutique-style service for affluent clients, though larger and more diversified across commercial lines than PRMS.
• Woodruff-Sawyer & Co. West Coast-based independent brokerage with a Private Client group focused on HNW personal insurance including homes, autos, collections, and umbrella liability. Comparable boutique-style service model for affluent households, with a similar specialty-lines emphasis.
• BHS Insurance: Mid-Atlantic independent brokerage with a Private Client division serving affluent individuals and families with homeowners, auto, collections, and excess liability. Directly comparable target customer and product set, with similar boutique relationship-driven service positioning.
• Risk Strategies Company: National specialty insurance brokerage with a Private Client practice serving HNW households and family offices. Comparable customer profile and personal-lines product mix, with similar relationship-led advisory model and growing national footprint.

Broad incumbents

• Burns & Wilcox: Specialty insurance wholesale broker and managing general agency with significant HNW personal lines capability. Comparable to PRMS on specialty personal lines (fine art, yacht, excess), but broader in scope spanning commercial specialty and wholesale distribution.

Emerging players

• PURE Group of Insurance Companies: Member-owned HNW insurer and one of PRMS' carrier partners. While not a brokerage peer, PURE's direct-to-member model represents an alternative distribution channel that PRMS competes against for HNW personal insurance wallet share.

Others

• Chubb Private Risk Services: Chubb's HNW underwriting division is PRMS' primary carrier partner. As Chubb continues to invest in direct HNW distribution capabilities, it functions as both partner and adjacent competitor shaping the channel PRMS operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCnrdDXNplbI6nI0bcd_9jhg
• LinkedInlinkedin.com/company/personal-risk-management-solutions

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Personal Risk Management Solutions