Hamilton Insurance Agency

What Hamilton Insurance Agency does

Hamilton Insurance Agency is an independent insurance brokerage and benefits administration provider founded in 1982 and headquartered in North Bethesda, Maryland (originally Fairfax, Virginia). The firm specializes exclusively in serving senior housing communities and long-term care facilities — ranging from small standalone communities to national operators with hundreds of facilities — while also providing life, health, and benefits administration services to employer groups and broker partners nationwide. The company earned Top 10 Independent Insurance Brokerage recognition in the Washington DC metro area for the long-term healthcare industry, grew to approximately 150 employees with multiple offices, and reached $250 million in annual premium placement covering over 1 million lives. In December 2025, NFP (an Aon company) acquired Hamilton, with key Zuccari family leaders transitioning into advisory and leadership roles at NFP.

The firm's core technology stack consists of three proprietary platforms developed and maintained in-house: BeneLink Connect (web-based enrollment and eligibility management processing all employee benefits through a single portal with real-time carrier data exchange), BeneBee (mobile application providing digital guidebooks, virtual insurance cards, GoodRX-powered pharmaceutical search, and 24/7 telemedicine), and ServarusRM (risk management platform with incident tracking, wound management, medication error monitoring, and QAPI benchmarking). A subsidiary, Servarus Systems, operates as a benefits administration SaaS company co-founded by Joseph Zuccari, which underpins Payben Solutions — an integrated HR platform combining onboarding, benefits administration, payroll, and timekeeping.

Hamilton earns revenue through insurance brokerage commissions across property & casualty and life & health lines, third-party administration (TPA) fees for benefits administration including COBRA and ACA reporting, and SaaS-style fees for broker partners using the BeneLink Connect platform. The go-to-market is sales-led with direct enterprise outreach to senior housing operators supplemented by a broker partner channel for mid-market employer groups. Pricing is quote-based and negotiated per client on multi-year contracts, with no publicly disclosed standard rate cards. The firm maintains longstanding carrier relationships that provide negotiating leverage and competitive placement across specialty long-term care lines where generalist brokers lack expertise.

Name

Hamilton Insurance Agency

Legal name

Hamilton Insurance Agency

Website

https://hamiltoninsurance.com

Company type

Private

Founded year

1982

Operating status

Acquired

Headcount range

101–250 employees

Short description

Hamilton Insurance Agency is an independent insurance brokerage and benefits administration provider, founded 1982 and now owned by NFP (Aon), specializing in property & casualty, life & health, and risk management services for senior housing communities, long-term care facilities, employers, and broker partners nationwide.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Benefits Administration

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210), Other Insurance Related Activities (52429), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

akta.pro secondary industries

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD), Standalone Critical Illness Insurance (FSAIAKAA)

Keywords

• Insurance brokerage services
• Long-term care insurance
• Senior housing insurance
• Benefits administration
• Risk management technology

Headquarters

HQ city

Fairfax

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Hamilton Insurance Agency operates as an independent P&C broker and benefits provider. The company earns commissions from placing insurance coverage for clients with insurance carriers. As a broker, they represent clients in securing insurance products across property & casualty, life & health, and benefits administration.
2. Third-Party Administration (TPA) Services: Hamilton serves as a third-party benefits administrator (TPA) providing enrollment, eligibility management, customer service, billing and COBRA administration for groups of all sizes. They provide Software as a Service (SaaS) enrollment technology through their BeneLink platform. Revenue derived from service fees for administration services.
3. Acquisition by NFP/Aon: In December 2025, NFP (an Aon company) acquired Hamilton Insurance Agency. The acquisition expanded NFP's risk management and integrated benefits administration capabilities. Key leaders including Alan Zuccari and Joe Zuccari transitioned into advisory and leadership roles at NFP.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Hamilton Insurance Agency is an independent insurance brokerage and benefits administration provider delivering Property & Casualty insurance, Life & Health coverage, specialized risk management, and third-party benefits administration services. Its offerings are anchored by three proprietary technology platforms—BeneLink Connect (enrollment/eligibility management), BeneBee App (mobile benefits resource), and ServarusRM/ERMA (risk management)—developed and maintained in-house. The firm focuses on senior housing communities and long-term care facilities, complemented by broker services and employer benefits offerings nationwide.

Product overview

Hamilton Insurance Agency operates as an integrated insurance solutions provider offering a unified portfolio of proprietary technology platforms and insurance services. The core technology stack consists of three main products: BeneLink Connect (web-based enrollment and eligibility management), BeneBee App (mobile employee benefits resource), and ServarusRM (risk management platform with ERMA incident tracking). These platforms are complemented by Broker Services Platform, Payben Solutions, and supported by third-party administrator services. The company specializes in senior housing and long-term care insurance while providing life, health, property & casualty, and benefits administration services to employers and brokers nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• BeneLink Connect: Proprietary enrollment and eligibility management technology platform for employee benefits administration
• ServarusRM
• BeneBee App

Products and services

• ServarusRM / ERMA (Electronic Risk Management Assistant) Proprietary risk management technology platform that streamlines quality assurance and risk management data for senior living and long-term care facilities. Includes ERMA (Electronic Risk Management Assistant) for incident tracking, wound management, medication error monitoring, unplanned hospital discharge tracking, and regulatory compliance reporting.
• BeneLink Connect Web-based enrollment and eligibility management platform that manages the entire enrollment process from data collection to invoice audits, used by employers, employees, and brokers to process all employee benefits through a single portal and integrate with insurance carriers via real-time electronic data exchange.
• BeneBee App Mobile application providing comprehensive insurance resources for employers and employees including a Digital Branded Guidebook, Instant Cards (virtual insurance cards), pharmaceutical search powered by GoodRX, 24/7 telemedicine with no co-pays or deductibles, and step-by-step enrollment tutorials.
• Broker Services Platform Broker servicing platform providing quoting, open enrollment technology, post-enrollment support, integrated billing, renewal support, carrier licensing and onboarding appointments, in-house COBRA administration, and payroll integration for insurance broker partners and their employer clients.
• Payben Solutions Integrated HR platform providing onboarding, benefits administration/enrollment, payroll, and timekeeping through a single login, developed in partnership with Servarus Systems (a Joseph Zuccari-co-founded benefits administration SaaS company).
• Property & Casualty Insurance Brokerage Insurance brokerage services placing property and casualty coverage for senior housing communities and long-term care facilities, including standalone communities to national operators with hundreds of facilities, with bundled access to the ServarusRM risk management platform.
• Life & Health Insurance Brokerage Insurance brokerage services placing Life & Health insurance products (medical, dental, vision, self-funded plans, voluntary and group benefits including life, short/long-term disability, accident, critical illness) for employer groups, including affordable medical plans for groups as small as two employees.
• Benefits Administration Services Third-party administrator (TPA) services providing enrollment, eligibility management, customer service, billing, COBRA administration, ACA reporting (1094/1095 forms), dependent verification, and employee communications for employer groups of all sizes, with BeneLink Connect serving as the SaaS enrollment technology backbone.

Quantifiable outcome

• Over 1 million lives serviced through their insurance programs
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• NFP (Aon company)coreStrategic or Co-development Partner · 17 December 2025NFP, an Aon company, acquired Hamilton Insurance Agency in December 2025. The acquisition expanded NFP's risk management and integrated benefits administration capabilities. Key Hamilton leaders including Alan Zuccari and Joe Zuccari transitioned into advisory and leadership roles at NFP. The deal brought nearly 50 years of industry expertise along with proprietary technology platforms including BeneLink Connect and Electronic Risk Management Assistant.
• Associated Health Plans of America (AHPA)coreStrategic or Co-development PartnerHamilton Insurance Agency works with Associated Health Plans of America who develops, markets, distributes, and administers association group programs for association members including individuals and employer groups. AHPA's core competency is designing health plans and ancillary benefit programs, guiding associations through the rules and regulations of the new US Department of Labor healthcare plan mandate.
• Servarus SystemscoreTechnology or IntegrationServarus Systems is a benefits administration software as a service (SaaS) company co-founded by Joe Zuccari, who serves as President and CEO. Hamilton Insurance Agency partners with Servarus Systems for integrated HR platform solutions including Payben Solutions, which provides on-boarding, benefits administration, payroll and timekeeping through a single login platform.
• Hilarity for Charity (HFC)minorStrategic or Co-development PartnerHamilton Insurance Agency joined Hilarity for Charity's inaugural Executive Circle for Senior Living Professionals. HFC is a nonprofit founded by Lauren Miller Rogen and Seth Rogen dedicated to families impacted by Alzheimer's and brain health research. Hamilton's investment helps provide caregiver wellness programs, online support groups, youth development through Youth Movement Against Alzheimer's, and brain health education. Jason Zuccari serves on the HFC board.
• eCapWestminorStrategic or Co-development PartnerJason Zuccari, Managing Director of Hamilton Insurance, joined the board of eCapWest. The ECapWest25 Executive Board brings together industry leaders committed to advancing the future of post-acute and long-term care, addressing challenges in capital flow, deal structure, operational transformation, and patient-centered innovation.
• National Investment Center for Seniors Housing & Care (NIC)minorStrategic or Co-development PartnerHamilton Insurance Agency maintains an active partnership with NIC through executive involvement. Jason Zuccari serves on the NIC Future Leaders Council. Janice Loper serves a three-year term on NIC's Future Leaders Council. NIC is a 501(c)(3) organization providing data, analytics, and connections bringing together investors and providers in the senior housing sector.
• Joe & BellaminorStrategic or Co-development PartnerHamilton Insurance Agency is a proud supporter of Joe & Bella, an inclusive adaptive clothing brand founded to create wares that match individuals experiencing cognitive, motor or mobility changes. Hamilton supports this innovative retail company serving the senior market.
• March of DimesminorStrategic or Co-development PartnerHamilton Insurance Agency continued its longstanding support of March of Dimes, a non-profit organization dedicated to ending preventable maternal health death and preterm birth and infant death, and closing the equity gap for all families.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Arthur J. Gallagher & Co. Large publicly traded global insurance brokerage and risk management firm with a dedicated senior living and long-term care practice, offering overlapping P&C, employee benefits, and risk consulting capabilities to similar enterprise clients.
• Marsh & McLennan: Global insurance brokerage and risk advisory giant with healthcare and senior care specialty practices; competes for the same large national senior housing operators that Hamilton serves.
• Brown & Brown: National insurance brokerage with strong healthcare and senior living practices; competes for similar senior housing operator accounts and provides comparable P&C and benefits distribution.

Direct peers

• Lockton: Largest independent insurance brokerage in the U.S., with strong healthcare and senior living practices and proprietary service platforms; comparable as a large, privately held brokerage serving similar risk profiles.
• HUB International: North American insurance brokerage with significant healthcare and senior living vertical exposure, multi-office regional model, and benefits administration capabilities similar to Hamilton's mix.
• USI Insurance Services: Large U.S. insurance brokerage with a dedicated Senior Living practice group and integrated P&C, employee benefits, and risk management offerings closely aligned with Hamilton's portfolio.
• OneDigital: Employee benefits-focused insurance brokerage and consultancy with TPA-style administration capabilities and proprietary benefits technology, comparable to Hamilton's BeneLink/BeneBee stack.
• World Insurance Associates: Growing U.S. insurance brokerage with a meaningful senior living and long-term care vertical, offering P&C, employee benefits, and risk management services to similar mid-market and enterprise operators.
• IMA Financial Group: Independent U.S. insurance brokerage with dedicated healthcare and senior living practices and integrated benefits administration; operates at a similar mid-sized, regionally distributed scale to Hamilton.
• NFP: Mid-market U.S. insurance brokerage and benefits administrator that acquired Hamilton in December 2025; overlaps directly on benefits administration, P&C brokerage, and TPA services for senior living and employer clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/HIAInsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 Hamilton Insurance Agency