William A Smith & Son

What William A Smith & Son does

William A. Smith & Son, Inc. Insurance is a third-generation, family-owned independent insurance agency founded in 1928 and headquartered in Poughkeepsie, New York, with five physical offices across the Hudson Valley and a sales reach extending into the five boroughs of New York City. The agency operates as an independent broker representing over 25 insurance carriers, providing personal insurance (home, auto, life, high net worth, specialty lines), business insurance (general liability, workers compensation, commercial property, cyber, D&O, and other commercial lines), and employee benefits (group health, disability, voluntary benefits). It has developed specialized industry practices in churches, breweries, law firms, daycares and educational institutions, farms, non-profits, sports and fitness facilities, and municipalities and fire districts, with the church practice alone covering more than 500 houses of worship across New York State.

The business is run on a hybrid technology-and-relationship model: licensed insurance advisors deliver face-to-face consultations through the physical offices, while a 24/7 client portal handles policy changes, certificate requests, claims reporting, bill payment, and renewals, and website-integrated quote tools (Plymouth Rock Assurance, Safeco Insurance) enable self-service acquisition. Distribution also includes phone, text, and email channels, a Refer-a-Friend program, and marketing across Facebook, LinkedIn, YouTube, and Instagram, supported by a Trusted Choice Independent Insurance Agent designation and an Insurance Journal Best Agency 2020 recognition.

The firm earns revenue primarily through commissions paid by the 25+ carrier partners on placed personal and commercial premiums (typically a percentage of one-year premium plus possible additional 0-3% compensation tied to volume, loss, and profitability), supplemented by risk management and advisory services bundled with placements. It also generates revenue through two wholly-owned subsidiaries: Ralph V. Ellis Insurance Agency (an acquired regional book) and Orange Benefits Partners, LLC (a benefits brokerage tied to the Orange County Chamber of Commerce). The agency is privately held under Smith-family ownership, with Jack Smith as President/Owner and Debra Johnson as Executive Vice-President/Owner; there are no outside institutional investors and no disclosed funding rounds.

Name

William A Smith & Son

Legal name

William A. Smith & Son, Inc.

Website

https://wasmithandson.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Short description

William A. Smith & Son is a third-generation, family-owned independent insurance agency founded in 1928 in New York's Hudson Valley, representing 25+ carriers to deliver personal, business, and employee benefits coverage to individuals, families, and specialty commercial clients across the region.

Ownership category

akta.pro rank

Headquarters

HQ city

Newburgh

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission: Agency earns commissions from insurance carriers based on policy premiums placed. Compensation includes percentage of one-year premium plus potential additional compensation (0-3%) based on premium volume, losses, and profitability metrics. This is the primary revenue stream as a traditional independent insurance agency.
2. Risk Management Services: Advisory and consulting services for risk management accompany insurance product sales. Agents help clients navigate coverage options, claims processes, and policy changes as part of the comprehensive service offering.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

William A. Smith & Son, Inc. Insurance is an independent insurance agency that places personal, commercial, and employee-benefits coverage on behalf of clients through more than 25 carrier partners. The agency also delivers risk-management advisory and claims advocacy services from five Hudson Valley offices, with industry-specialty programs for churches, breweries, law firms, day cares, farms, sports/fitness facilities, non-profits, and municipalities.

Product overview

William A. Smith & Son, Inc. Insurance is a third-generation independent insurance agency offering a comprehensive suite of insurance solutions. The agency operates three service categories: Personal Insurance (covering home, auto, life, and specialty lines), Business Insurance (covering various industries with specialized insurance products), and Employee Benefits (covering group health, disability, and voluntary benefits). The agency represents over 25 insurance carriers and provides risk management services throughout the Hudson Valley and across New York State. Notable specialty products include Church Insurance, Brewery Insurance, Non-Profit Insurance, Law Firm Insurance, Day Care/Educational Institution Insurance, Farm Insurance, Sports Teams/Fitness Facility Insurance, and Municipality/Public Entity Insurance. The agency also offers High Net Worth Insurance for clients with significant assets.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Comprehensive personal insurance brokerage service for individuals and families, bundling auto, home, life, and specialty personal lines across 25+ carrier partners, with annual coverage reviews.
• Business Insurance Commercial insurance brokerage service for small and mid-size businesses, providing BOP, liability, workers compensation, commercial auto, cyber, management liability, and industry-specific programs through 25+ carrier partners.
• Employee Benefits Group benefits brokerage service for employers, providing group health, life, disability, dental, vision, voluntary benefits, and compliance support.
• Home Insurance Homeowners insurance product covering dwelling, personal property, liability, flood, and specialty add-ons such as jewelry, wine, and collectibles, placed through carrier partners.
• Auto Insurance Personal auto insurance product covering liability, physical damage, medical payments, uninsured motorist, and rental reimbursement, placed across multiple carrier partners.
• High Net Worth Insurance Customized high net worth personal insurance program bundling home, auto, watercraft, aircraft, travel, life, and risk management coverage for affluent clients.
• Individual Life Insurance Individual life insurance product offering term, whole, and universal life policies for income protection, mortgage coverage, retirement, and estate planning.
• Church Insurance Specialty insurance program for houses of worship covering property, abuse/molestation, D&O, religious freedom, security, and professional liability, supported by 50+ years of denominational experience and 500+ NY houses of worship served.
• Brewery Insurance Brewery insurance program combining liquor liability, property, spoilage and recall, equipment breakdown, environmental, EPLI, workers compensation, commercial auto, and bonds for craft brewers.
• Non-Profit Insurance Non-profit insurance program covering D&O, general liability, workers compensation, commercial property, EPLI, business income, and professional liability.
• Law Firm Insurance Law firm insurance program covering professional liability, cyber, EPLI, fiduciary, bonds, NY state disability, and group health/dental/vision coverage.
• Day Care and Educational Institution Insurance Insurance program for child care centers and educational institutions covering general liability, abuse/molestation, professional liability, workers compensation, cyber, umbrella, commercial auto, EPLI, and student accident.
• Farm Insurance Farm insurance program covering property, equipment, livestock, products liability, custom farming, pollution, umbrella, and field crops, delivered by farm-certified agents with Nationwide.
• Sports Teams and Fitness Facility Insurance Insurance program for sports teams and fitness facilities covering participant liability, abuse/molestation, professional liability, tournament liability, D&O, and hired/borrowed auto.
• Municipality and Public Entity Insurance Municipal and public entity insurance program for fire districts, library districts, water districts, and cities/towns/villages, covering property, public officials, law enforcement liability, sewer authority, abuse/molestation, and workers compensation.
• Group Health Insurance Group health insurance product for employers covering employees and dependents with tax-deductible premiums and small business tax credit eligibility.
• Disability Insurance Short-term and long-term disability insurance product that protects employees from income loss due to illness or injury.
• Group Voluntary Benefits Group voluntary benefits product allowing employees to access supplemental medical and other benefits through payroll deduction at lower premium costs.

Quantifiable outcome

• Over 500 houses of worship served in New York State with church insurance
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

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

• Trusted ChoicecoreStrategic or Co-development PartnerTrusted Choice is a network of independent insurance agencies. William A. Smith & Son operates as a Trusted Choice agency, gaining access to marketing resources, brand recognition, and a pledge of performance commitment that differentiates them from captive agents.
• Utica NationalcoreChannel Partner/ Reseller/ DistributorInsurance carrier partner specializing in municipal and fire district insurance. Utica National provides coverage options for the agency's public entity clients including Fire Districts and emergency service organizations.
• VFIS ProgramcoreChannel Partner/ Reseller/ DistributorSpecialized insurance program for emergency services organizations. Partners with William A. Smith & Son to provide coverage for fire districts, volunteer ambulance corps, and municipal entities with educational and training services.
• TravelersmajorChannel Partner/ Reseller/ DistributorMajor insurance carrier partner specializing in municipal insurance marketplace. Provides coverage options for the agency's municipality and public entity clients.
• SelectivemajorChannel Partner/ Reseller/ DistributorInsurance carrier partner specializing in municipal insurance marketplace. Provides coverage options for the agency's municipality and public entity clients.
• NationwidemajorChannel Partner/ Reseller/ DistributorMajor insurance carrier with whom the agency has two farm-certified agents. Provides specialized farm and agriculture insurance coverage for farm clients.
• Insurance Carriers (25+)coreChannel Partner/ Reseller/ DistributorAgency represents over 25 insurance carriers offering wide variety of coverage options and price points. Access to multiple carriers enables optimal matching of client needs with appropriate coverage.
• Brewers AssociationminorStrategic or Co-development PartnerIndustry association for craft brewers. Agency is a member, demonstrating specialization in brewery insurance and connection to the craft beer industry community.
• Orange County Chamber of CommerceminorStrategic or Co-development PartnerLocal chamber membership provides networking, business development, and community engagement opportunities. Also trades as Orange Benefits Partners, LLC for Orange County Chamber members.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Acrisure: Tech-enabled insurance brokerage that has rapidly acquired regional agencies and built proprietary digital capabilities. Comparable as an independent agency aggregator with multi-line offerings, but represents a potential disruptor given its emphasis on technology-driven efficiency versus traditional relationship-based service.

Broad incumbents

• Hub International: One of the largest insurance brokerages globally, with extensive personal, commercial, and employee benefits operations across North America, including significant NY presence. Comparable business mix and client segments, though vastly larger scale and broader geographic diversification.
• Brown & Brown: One of the largest independent insurance intermediaries in the U.S., with extensive multi-line personal, commercial, and employee benefits operations across dozens of states. Comparable independent agency model and customer base, though vastly larger scale and publicly traded.
• The Hilb Group: National insurance brokerage built through acquisition of regional independent agencies, with multi-line personal, commercial, and benefits offerings. Comparable as a multi-office independent agency with carrier diversity and vertical specialization, though substantially larger in scale and geographic reach.
• Hylant: Large national independent insurance brokerage with deep specialty practice areas (churches, non-profits, manufacturing, construction) and a multi-state footprint. Comparable business model as an independent agency with strong vertical specialization, though significantly larger and geographically broader than the subject company.
• Risk Strategies: National specialty insurance brokerage with deep practice areas in non-profits, religious institutions, healthcare, and municipalities — directly overlapping with William A. Smith & Son's strongest verticals. Comparable as a specialty-focused independent broker serving institutional and mid-market clients.
• Woodruff-Sawyer & Co. Independent insurance brokerage with strong commercial and executive lines practice, including non-profit, professional services, and manufacturing verticals. Comparable independent model with carrier diversity and vertical specialization, though larger and concentrated on the West Coast.
• IMA Financial Group: Large independent insurance brokerage with personal, commercial, and benefits practices across multiple regions. Comparable independent agency model with carrier diversity and specialty practice areas; serves overlapping client profiles including mid-market businesses and high net worth individuals.

Direct peers

• Haylor, Freyer & Coon: Central and Upstate New York-based independent insurance agency with similar mid-market commercial and personal lines focus. Comparable in size, regional orientation, and broad carrier relationships, with comparable specialty practice areas and client segments.
• Marshall & Sterling Enterprises: New York-based independent insurance agency founded in 1864 with similar multi-line personal, commercial, and employee benefits offerings across the Hudson Valley and broader NY market. Directly comparable as a long-tenured regional independent agency serving overlapping geography and similar client segments including municipalities, contractors, and small businesses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/wasmithandson/featured
• Facebookfacebook.com/wasmithandson
• LinkedInlinkedin.com/company/ralph-v.-ellis-insurance-agency
• Instagraminstagram.com/wasmithandson
• Xx.com/wasmithins

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 William A Smith & Son