Insurance Marketing Center

What Insurance Marketing Center does

Insurance Marketing Center (IMC) is a wholesale general insurance agency founded in 1987 and headquartered in Rockville, Maryland, that distributes group and individual health insurance products on behalf of licensed insurance brokers and agents in the Washington Metro Area (Maryland, District of Columbia, and Northern Virginia). As a subsidiary of Accretive — described as one of the largest agencies in the country — IMC combines the resources of a large national distributor with a regionally focused broker service model, providing carrier contracting and appointments, licensing support, quoting, sales and product training, enrollment processing, underwriting coordination, renewal management, and legislative compliance assistance to insurance brokers who in turn serve employer groups and individual consumers. The company is compensated primarily through insurance commissions received as a percentage of premiums placed with carrier partners, supplemented by contingent commissions, profit-sharing, producer subsidies, and other carrier incentives.

IMC's product portfolio centers on AgencySmart, a cloud-based CRM platform that brokers use to manage clients, prospects, commissions, enrollments, terminations, service logs, quoting, and group benefit documents. Adjacent capabilities include myHRWS (an HR compliance library with unlimited consultations via HR Workplace Services), Medicare/senior market products distributed through ten carrier partners, group quoting services, exchange support (DC Health Link and the FFM Virginia Exchange), an Individual Health Refer & Earn program, marketing guides, and carrier contracting services. Revenue is generated transactionally through commission placement across twenty-plus carrier relationships including CareFirst BlueCross BlueShield, Anthem BlueCross BlueShield, UnitedHealthcare, Humana, Kaiser Permanente, MetLife, Lincoln Financial Group, Aetna, and Mutual of Omaha, with technology and integration partnerships extending the offering into COBRA administration (PrimePay, Anuvi), reimbursement accounts (StreamlineHR), and travel medical coverage (International Medical Group).

Name

Insurance Marketing Center

Legal name

Insurance Marketing Center, Inc.

Website

https://imctr.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Insurance Marketing Center is a wholesale general insurance agency founded in 1987, distributing group and individual health insurance products to brokers in Maryland, DC, and Virginia under carrier commissions. It is a subsidiary of Accretive and offers its broker network AgencySmart CRM, HR compliance tools, and Medicare product access.

Ownership category

akta.pro rank

Product category

Wholesale Insurance Brokerage / General Agency Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM)

Keywords

• Wholesale insurance brokerage
• Group health insurance
• Insurance general agency
• Broker support services
• Employee benefits distribution

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions: Receives commissions from insurers as a percentage of premiums due. Commission rates vary by insurance company, volume of business, profitability, and other factors. Also receives contingent commissions, overrides, profit-sharing, producer subsidies, award trips, meetings and other incentives from carriers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

IMC is a wholesale insurance general agency that distributes group and individual health insurance products to independent insurance brokers and agents across the Washington Metro Area (MD, DC, VA). The company provides brokers with carrier contracting, licensing, quoting, sales and product training, enrollment support, underwriting assistance, renewal alternatives, and legislative compliance resources, anchored by its proprietary AgencySmart CRM platform and HRWS HR-compliance tool.

Product overview

Insurance Marketing Center (IMC) operates as a general agency providing a platform of broker services and tools for insurance professionals. The core offering is AgencySmart, a cloud-based CRM solution that serves as the central hub for broker operations, enabling tracking of prospects, clients, renewals, commissions, and enrollments. This is supplemented by specialized modules including HRWS (an online HR library and compliance resource), Medicare Products (senior market offerings through multiple carriers), Group Quoting Services (small and large group insurance quotes), DC Health Link Support (exchange enrollment resources for DC brokers), FFM VA Exchange Support, an Individual Health Refer & Earn Program, Marketing Guides, and Carrier Contracting Services. The portfolio functions as an integrated suite where AgencySmart serves as the primary client management platform while supporting modules address specific market segments (Medicare, individual, group) and operational needs (HR compliance, quoting, contracting).

Differentiator

Problem solved

Functional benefit

Brands

• AgencySmart: Cloud-based CRM solution designed to help agencies manage their book of business, combining modules for client tracking, prospect management, commissions, and service logs
• HRWS (HR Workplace Services)

Products and services

• AgencySmart Cloud-based broker CRM used by insurance brokers to manage prospects, clients, commissions, service logs, enrollments, terminations, changes, agent commission statements, group benefit descriptions, forms, SBCs, and quoting options. Accessible from any internet-connected device.
• HRWS (HR Workplace Services) / myHRWS Online HR library and compliance tool providing unlimited telephone and email consultations with senior-level HR professionals, plus policies and procedures, employee relations guidance, ACA guidance, state and federal forms, employee leave management, wage and hour questions, state and federal posters, employee handbooks, and legislative change updates.
• Medicare Products Distribution Senior market portfolio of Medicare Supplements, Medicare Advantage, Part D, and Retiree Medical products made available to brokers through carrier partnerships with Aetna, Anthem BCBS, CareFirst, Clear Spring, Humana, Johns Hopkins, Kaiser Permanente, Optima Health, UnitedHealthcare, and Wellcare.
• Group Quoting Services Small and large group insurance quoting service where IMC's specialists handle quote requests on behalf of brokers, including small group quotes and large group quote request submission across multiple carriers, allowing brokers to focus on sales.
• DC Health Link Support Specialized support and resources for brokers navigating DC Health Link, the official health insurance exchange for the District of Columbia, including deadlines, enrollment guidance, and consultative broker support.
• FFM (VA Exchange) Support Resources and guidance for brokers registering to sell on the Federal Facilitated Marketplace (FFM) Virginia Exchange, with links to CMS registration and training resources.
• Individual Health Refer & Earn Program Referral program allowing brokers to submit individual health insurance client needs to IMC's individual health market specialists, who handle the case, with the originating broker receiving referral compensation.
• Carrier Contracting Services Administrative service assisting brokers with insurance carrier contracting paperwork, enabling brokers to become appointed with insurance carriers and begin writing business.

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

25 partnerships are on record, tiered core, major, supporting, niche and regional.

• HR Workplace Services (HRWS)coreStrategic or Co-development PartnerStrategic partnership providing IMC brokers with access to award-winning HR library services including unlimited telephone and email consultations with senior-level HR professionals, compliance tools, policies, ACA guidance, and regulatory support through the myHRWS platform.
• CareFirst BlueCross BlueShieldcoreChannel Partner/ Reseller/ DistributorMajor health insurance carrier partner offering ACA medical and ancillary options to small group employers in MD, DC, and Northern Virginia. Also offers individual health plans with first dollar and away from home coverage.
• Anthem BlueCross BlueShieldcoreChannel Partner/ Reseller/ DistributorMajor health insurance carrier offering ACA medical plans for individuals and small group employers in Virginia, excluding the City of Fairfax, Town of Vienna, and area east of State Route 123. Also offers self-funded plans.
• UnitedHealthcarecoreChannel Partner/ Reseller/ DistributorNational health insurance carrier offering individual and family plans meeting ACA metallic level standards, plus flexible coverage options including medical, dental, and vision plans. Partners with 1.3 million+ physicians and 6,500+ care facilities.
• HumanamajorChannel Partner/ Reseller/ DistributorHealth and benefits company offering dental options with unlimited annual maximum benefit for groups 2+, robust national vision network (Humana Insight), and EAP when STD or LTD is sold with two additional lines of coverage.
• Kaiser PermanentemajorChannel Partner/ Reseller/ DistributorIntegrated care model providing members access to most health care needs at a single medical center. Offers national plans for employees living outside Kaiser service area.
• MetLifemajorChannel Partner/ Reseller/ DistributorBenefits provider with PPO dental network of 300,000+ participating locations nationwide. Offers life, dental, vision, STD and LTD with online employee benefits self-service portal.
• Lincoln Financial GroupmajorChannel Partner/ Reseller/ DistributorBroad group benefits portfolio including life, dental, vision, STD, LTD, accident and critical illness protection, and total absence management services. Census enrollment within 5-10 business days with one bill for all lines.
• Dominion NationalmajorChannel Partner/ Reseller/ DistributorDental and vision plan provider for small and large group employers in MD, DC, and Northern Virginia. Offers Prevention Rewards program providing cash rewards for families receiving two cleanings per year.
• PrimePaysupportingTechnology or IntegrationProvides competitive COBRA administration for employers 51+, time clock, benefit services, HR services, and insurance compliance solutions. Offers dedicated support team with average hold time under one minute.
• StreamlineHRsupportingTechnology or IntegrationProvides single end-to-end user experience for administering reimbursement accounts including HSA, HRA, and FSA with streamlined health care management and mobile app access.
• AetnamajorChannel Partner/ Reseller/ DistributorMedicare products carrier partner offering Medicare Supplements, Medicare Advantage, Part D, and Retiree Medical options to brokers through IMC.
• Mutual of OmahamajorChannel Partner/ Reseller/ DistributorA+ Superior rated carrier (A.M. Best) for groups with 10+ employees. Offers life, disability, and travel assistance with every quote.
• Companion LifesupportingChannel Partner/ Reseller/ DistributorCarrier offering group dental, life, STD, and LTD coverage options for brokers.
• EyeMedsupportingChannel Partner/ Reseller/ DistributorVision insurance provider offering competitive vision plans for groups.
• International Medical Group (IMG)nicheChannel Partner/ Reseller/ DistributorProvides comprehensive medical coverage for traveling individuals, groups, and business executives. Offers international medical and trip cancellation coverage. Brokers can sell to anyone traveling anywhere without state licensing required.
• United Concordia DentalsupportingChannel Partner/ Reseller/ DistributorDental and vision plans for small and large group clients with national network of 126,000 dentists. Includes College Tuition Benefit savings program.
• Optima HealthregionalChannel Partner/ Reseller/ DistributorVirginia-based health plan offering many flexible medical options for employers in Virginia.
• WellcaremajorChannel Partner/ Reseller/ DistributorMedicare products carrier partner offering Medicare Supplements, Medicare Advantage, Part D, and Retiree Medical options.
• Clear SpringmajorChannel Partner/ Reseller/ DistributorMedicare products carrier partner offering Medicare Supplements, Medicare Advantage, Part D, and Retiree Medical options.
• Johns HopkinsregionalChannel Partner/ Reseller/ DistributorMedicare products carrier partner offering Medicare Supplements, Medicare Advantage, Part D, and Retiree Medical options for brokers.
• AnuvisupportingTechnology or IntegrationModern, transparent COBRA administration provider offering seamless and compliant (DoL & HIPAA) experience for employers.
• Allstate BenefitssupportingChannel Partner/ Reseller/ DistributorGroup life, STD, and LTD carrier for brokers.
• RSL SmartChoicesupportingChannel Partner/ Reseller/ DistributorEmployee benefits carrier providing group coverage options through Reliance Standard.
• The Seniors ChoicenicheChannel Partner/ Reseller/ DistributorAllows employers to reduce group medical costs for active employees and retirees. Ideal for businesses with less than 20 employees who have Medicare-eligible employees. Groups 20+ can move retirees to reduce out-of-pocket expenses.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Burns & Wilcox: National wholesale insurance brokerage and MGA distributing to independent retail agents. Operates in the same wholesale/general-agency channel as IMC, providing carrier access, contracting, and back-office support.
• Risk Placement Services (RPS): One of the largest US wholesale insurance brokerages, acting as an intermediary between retail agents and carriers across P&C and specialty lines. IMC is essentially a wholesale/general agency; RPS is the closest comparable wholesale distribution model.
• CRC Group: Wholesale specialty insurance broker placing coverage for retail agents across the US. Comparable to IMC in role and structure (wholesale distribution between carriers and retail brokers), but operating at much greater scale.
• Amwins: Large specialty insurance distributor combining wholesale brokerage and MGA operations, serving retail agents nationally. Comparable as a wholesale distribution platform serving brokers with carrier contracting and product access.

Broad incumbents

• Arthur J. Gallagher & Co. IMC's ultimate parent (Accretive operates under the Gallagher umbrella per ajg.com privacy URL). Gallagher is one of the largest global insurance brokerages; relevant both as parent context and as a broad incumbent competing in the same MD/DC/VA benefits market.
• USI Insurance Services: Top-10 US insurance brokerage with a large employee benefits practice serving mid-Atlantic and national employers. Competes with IMC for mid-market group benefits placement and with brokers that IMC would otherwise serve.
• Brown & Brown: Major publicly traded US insurance brokerage with deep employee benefits and wholesale operations. Comparable broad incumbent with both retail brokerage and GA-like distribution capabilities.
• Hub International: Large North American insurance brokerage with both retail and wholesale operations, including benefits-focused practices. Direct overlap with IMC's role as a multi-carrier distributor to brokers.
• NFP: Large US insurance brokerage and benefits consultancy (KKR-backed) with strong mid-market employer benefits practice. Overlaps with IMC in the same DC/metro employer benefits market and works with similar retail broker partners.

Emerging players

• OneDigital: Fast-growing, employee-benefits-focused insurance brokerage with deep employer-side consulting capabilities. Comparable peer because it actively courts the same mid-Atlantic employers and brokers that IMC serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Insurance Marketing Center