Snellings Walters Insurance Agency

What Snellings Walters Insurance Agency does

Snellings Walters Insurance Agency is a privately held, independent insurance agency founded in 1952 in Atlanta, Georgia, that operates as a sales-led consultative intermediary rather than a technology platform. The firm earns commissions by placing commercial insurance, employee benefits, and personal lines coverage through partnerships with 25+ top-rated carriers including Chubb, Travelers, Hartford, AIG, Nationwide, and Acuity, supplemented by access to international markets via its Assurex Global membership and benefits scale via United Benefits Advisors.

The company serves middle-market and enterprise clients across more than 11 verticals — including construction, technology, manufacturing, real estate, professional services, landscaping, transportation, and nonprofits — with three primary service lines: Business Insurance (commercial property and casualty plus risk management including captives, claims advocacy, and buy-sell agreements), Employee Benefits (medical plan alternatives including self-funded, level-funded, medical captive and ICHRA; dental/vision; life/disability; compliance), and Family/Personal Insurance. A new Snellings Walters Acquisitions & Transactions (SWAT) division extends the practice into M&A and transactional risk management. The firm employs 101-250 people across offices in Atlanta and Calhoun, Georgia, and reports sector-leading retention metrics such as a 20% average reduction in client insurance expenses over three years and case-study savings in the $400K-$494K range for specific engagements.

The business model is subscription-recurring in nature: commissions are earned on each policy placed and renewed, with revenue tied directly to insured premiums across the carrier portfolio. Distribution is consultative and relationship-based — the company explicitly does not provide online quotes — supported by a credentialed bench (CPCU, CIC, CRM, ARM, CWCP designations) and a partially multi-generational family leadership (Clay Snellings as Chairman, Blake Snellings as Client Executive), alongside professional management under CEO Billy Potter and President/COO Jennifer Goodwyn. Recent activity includes the 2024 merger with Southern Insurance Associates of Dunwoody, multiple senior partner hires, and the launch of the SWAT division.

Name

Snellings Walters Insurance Agency

Legal name

Snellings Walters Insurance Agency

Website

https://snellingswalters.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

101–250 employees

Short description

Snellings Walters Insurance Agency is a privately held, independent insurance agency founded in 1952 in Atlanta that places commercial P&C, employee benefits, personal lines, and M&A transactional risk coverage through 25+ top-rated carriers for middle-market and enterprise clients across 11+ verticals, earning recurring carrier commissions on a consultative, relationship-led basis.

Ownership category

akta.pro rank

Product category

Commercial Insurance Brokerage and Employee Benefits Advisory

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242), Direct Health and Medical Insurance Carriers (524114)

SIC

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

akta.pro primary industry

Ancillary Employer Benefits (Life/Disability/Accident/Critical Illness) (HLAEAAAK)

akta.pro secondary industries

Key Person Disability Insurance (FSAIAIAK), Voluntary/Worksite Critical Illness & Hospital Indemnity (Employee-Paid) (FSAIAKAF)

Keywords

• Commercial insurance brokerage
• Employee benefits consulting
• Property and casualty insurance
• Risk management services
• Self-funded health plans

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: Snellings Walters generates revenue as an independent insurance agency by earning commissions from insurance carriers for placing business. As an independent agency with partnerships with 25+ top-rated insurance companies, they earn commissions on property & casualty, employee benefits, and personal insurance policies placed on behalf of clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Snellings Walters is an independent insurance agency that places business insurance, employee benefits, and personal/family insurance coverage with 25+ top-rated insurance carriers. Revenue is generated through commissions on property & casualty, employee benefits (medical, dental, vision, life, disability, captives, self-funding), and personal insurance policies, supplemented by risk management consulting, claims advocacy, and self-funding advisory services.

Product overview

Snellings Walters Insurance Agency is an independent insurance agency offering a unified portfolio of advisory services rather than a software product. The core offerings include Employee Benefits (medical, dental, vision, life/disability, worksite benefits), Business Insurance/Property & Casualty (commercial auto, general liability, workers comp, umbrella, cyber liability), Risk Management Services (captives, business valuations, claims advocacy), Family Insurance (homeowners, auto, umbrella, specialty coverage), International Protection through Assurex Global partnership, and Self-Funding Advisory services. The agency differentiates through its proprietary 3-step process: Truthful Engagement, Proven Process, and Remarkable Results.

Differentiator

Problem solved

Functional benefit

Brands

• SWAT (Snellings Walters Acquisitions & Transactions): Acquisitions and transactions risk management services
• Insure the Cure

Products and services

• Employee Benefits Comprehensive employee benefits advisory for employers, including medical plans (Fully Insured, Level-Funded, Self-Funded, Medical Captives, ICHRA, Individual Medical), dental and vision, life and disability, worksite benefits, compliance, key man policies, and executive disability coverage. Serves US employers seeking control and transparency over rising benefits costs.
• Business Insurance (Property & Casualty) Commercial property & casualty insurance solutions including commercial auto, general liability, workers compensation, umbrella, cyber liability, professional liability/E&O, directors and officers, employment practice liability, fiduciary liability, environmental insurance, cargo, crime, and surety and bonds. Targeted at US businesses seeking specialist industry coverage.
• Risk Management Services Strategic risk management services including business valuations, buy sell agreements, captive program structuring, complex claims advocacy and management, business continuity planning, risk control consulting, risk modeling, safety program evaluation, and self-funded and large deductible program administration for businesses.
• International Protection Multinational insurance solutions delivered through the Assurex Global partnership, providing multilingual, local and multinational coverage, prompt solutions to complex international insurance problems, and a full range of risk management services including loss control, appraisals, captive funding, and alternative risk financing mechanisms for businesses with international exposures.
• Self-Funding Advisory Advisory services helping employers transition from fully insured to self-funded health plans, including stop-loss coverage selection, captive programs (medical captives), and ICHRA implementations to reduce healthcare costs and gain control over financial outcomes.
• Family Insurance (Personal Lines) Personal insurance coverage for individuals and families including homeowners, umbrella policies, vacation properties and rentals, fine arts and jewelry, automobiles, boats, yachts, aircraft, and additional options such as libel/slander, international travel, and group umbrella programs for affluent households.
• Snellings Walters Acquisitions & Transactions (SWAT) Dedicated acquisitions and transactions risk management division providing M&A and transaction-focused insurance and risk advisory for clients undergoing acquisitions, sales, or other corporate transactions; led by Partner Wade Beacham, leveraging prior leadership experience at Alliant, Marsh, McGriff Insurance Services, and Charter Insurance.

Quantifiable outcome

• 20% reduction in insurance expenses over 3 years on average for clients
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Assurex GlobalcoreStrategic or Co-development Partner · 1 August 2022Snellings Walters is an Assurex Global Partner, providing multilingual, local, and multinational insurance services. Assurex Global is the world's largest privately-held commercial insurance, risk management and employee benefits broker network, enabling SWIA to serve international clients and access global markets.
• United Benefits AdvisorscoreStrategic or Co-development PartnerSWIA is a member of United Benefits Advisors, a top-ranked global independent employee benefits advisory organization. Billy Potter serves as a Board Member of UBA.
• Trusted ChoiceminorChannel Partner/ Reseller/ DistributorSWIA is an Independent Insurance Agent member of Trusted Choice, an association of independent insurance agents providing access to products and resources.
• SmithRxcoreTechnology or IntegrationPartnership with SmithRx transparent, pass-through pharmacy benefits manager for self-insured employers. SmithRx is committed to revolutionizing pharmacy benefits by reducing complexity and medication costs for clients.
• Insurance Carriers PartnershipcoreChannel Partner/ Reseller/ Distributor25+ insurance carrier partnerships including: Assurex, United Benefits Advisors, Berkley SE, Central, Chubb, Cincinnati, Hanover, Hartford, Nationwide, Selective, Utica, Westfield, PURE Insurance, Guardian, Captive Resources, ParetoHealth, AIG, AmTrust, Columbia, FCCI, Grange, Intact, Lexington, State Auto, Travelers, Acuity, Meritain Health, Principal, Unum
• Cystic Fibrosis FoundationcoreOthersSWIA founded Insure the Cure initiative in 2011 to support the Cystic Fibrosis Foundation. Since inception, raised over $3.3 million for CF research through annual fundraising events including Great Strides walks.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• McGriff Insurance Services: McGriff is one of the largest U.S. independent insurance brokerages, now a subsidiary of Marsh McLennan. Comparable as a Southeast-headquartered, full-service commercial P&C and benefits agency serving mid-market and larger accounts — directly competitive for SWIA's commercial book.
• Hub International: Hub International is a large PE-backed (Hellman & Friedman, TPG) insurance brokerage built largely through roll-ups of mid-market agencies. Operates the same acquisition playbook SWIA is attempting with SWAT, and competes for the same middle-market employer accounts across the U.S.
• USI Insurance Services: USI is a large, PE-backed (Kohlberg & Company) insurance brokerage with deep employee benefits and middle-market commercial expertise. Highly comparable go-to-market, with similar specialty in alternative funding, captives, and benefits analytics — directly competing for SWIA's middle-market accounts nationally.
• Alliant Insurance Services: Alliant is a large, PE-backed (Stone Point Capital) specialty insurance brokerage focused on middle-market commercial accounts. Wade Beacham (now leading SWAT at SWIA) was previously VP at Alliant, illustrating how directly Alliant competes for SWIA's commercial producer talent and clients.
• OneDigital: OneDigital is a PE-backed (New Mountain Capital) insurance, financial services, and HR consulting firm focused on the middle market. Highly comparable to Snellings Walters in target customer (mid-market employers), employee benefits focus, and Southeast U.S. concentration; SWIA even hired Eric Haglund from the OneDigital orbit.

Others

• Assurex Global: Assurex Global is the world's largest privately held commercial insurance, risk management, and employee benefits broker network — and SWIA is a partner member. Included as a peer because the network is both a partnership channel for SWIA's international book and a peer-set of comparable independent agencies.

Emerging players

• Foundation Risk Partners: Foundation Risk Partners is a fast-growing, PE-backed (KKR) commercial insurance brokerage operating with a roll-up strategy in the Northeast and expanding nationally. Comparable to SWIA's SWAT-driven consolidation strategy and competes for similar middle-market commercial accounts.

Regional players

• Brown & Riding Insurance Services: Brown & Riding is a privately held specialty insurance brokerage with a long-standing independent agency model. Comparable to SWIA as an independent, relationship-led agency serving complex commercial accounts — competing in similar specialty and excess & surplus lines.

Broad incumbents

• Aon: Aon plc (NYSE: AON) is one of the world's largest insurance and reinsurance brokers, offering commercial risk, health and benefits brokerage, and consulting. Indirect competitor to SWIA via its middle-market arm, particularly for larger accounts and benefits analytics.
• Marsh McLennan (Marsh): Marsh is the world's largest insurance broker and a wholly-owned subsidiary of Marsh McLennan (NYSE: MMC). Comparable for commercial P&C and employee benefits brokerage and risk advisory at scale; competes with SWIA primarily at the larger end of SWIA's middle-market book. Wade Beacham was previously VP at Marsh.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/snellingswalters
• LinkedInlinkedin.com/company/snellings-walters-insurance-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 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 Snellings Walters Insurance Agency