L&W Insurance

What L&W Insurance does

L&W Insurance is a Delaware-based independent insurance agency founded in 1932 by Sal Lobacaro and C. Edgar Wood, headquartered in Dover with three physical offices (Wilmington, Dover, Ocean View) serving clients across Delaware, Pennsylvania, Maryland, and New Jersey. The firm operates three core product lines: Commercial Insurance (property, liability, workers compensation, business auto, cyber/data breach, bonds, captive insurance), Benefits Insurance (group and individual medical, dental, life, disability, voluntary, Medicare, COBRA, ACA compliance), and Personal Insurance (homeowners, auto, watercraft, flood, umbrella, recreational vehicles), plus agency Mergers & Acquisitions services and a Novara Risk Management partnership with KPA. As an independent agency, L&W earns revenue primarily through commissions paid by its 100+ carrier relationships rather than proprietary underwriting or technology; pricing is quote-based per client risk profile. The go-to-market is sales-led, delivered through dedicated agents across commercial, personal, and benefits divisions, supported by direct phone/email sales and content-driven top-of-funnel marketing via website, blog, and social channels. The agency has remained privately held under family leadership since 1971, with current President William Strickland (since 2005) overseeing approximately 45 professionals holding CIC, PHR, CISR, CLCS, and REBC designations across sales, underwriting, claims, and loss control functions. The underlying technology stack is explicitly traditional, with no proprietary platform; integration with KPA represents the only named third-party technology partnership.

Name

L&W Insurance

Legal name

L&W Insurance

Website

https://lwinsurance.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Short description

L&W Insurance is a Dover, Delaware-based independent insurance agency founded in 1932, delivering commercial, personal, and benefits insurance plus M&A and risk management services to businesses and individuals across Delaware, Pennsylvania, Maryland, and New Jersey through 100+ carrier relationships.

Ownership category

akta.pro rank

Headquarters

HQ city

Dover

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Commission Revenue: L&W Insurance generates revenue through commissions paid by insurance carriers for policies placed. As an independent agency, they represent multiple carriers and earn commissions on each policy sold or renewed. The agency also offers Mergers & Acquisitions services for agency consolidation.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

L&W Insurance is an independent insurance agency that places commercial, personal, and group benefits insurance policies on behalf of clients by brokering coverage from over 100 regional, national, and specialty insurance carriers. The agency earns commissions by matching businesses and individuals in the Mid-Atlantic region with appropriate coverage across property, liability, workers compensation, auto, life, health, and ancillary lines.

Product overview

L&W Insurance is a full-service independent insurance agency providing three core product lines: Commercial Insurance (covering property, liability, workers compensation, business auto, hospitality, non-profits, data breach/cyber liability, bonds, and captive insurance), Benefits Insurance (group medical, dental, life, disability, voluntary benefits, individual health/life/disability, Medicare, COBRA, and ACA compliance), and Personal Insurance (homeowners, auto, condo, watercraft, rentals, flood, umbrella, and recreational vehicles). The agency also offers Mergers & Acquisitions services for agency partnerships and Novara Risk Management as an integrated risk solutions partner. Operating with 100+ carrier relationships, the agency serves commercial and individual clients across Delaware, Pennsylvania, Maryland, and New Jersey.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Insurance Comprehensive business protection covering property, liability, workers compensation, business auto, and specialized commercial lines including hospitality, non-profits, data breach/cyber liability, bonds, and captive insurance, tailored for business clients in Delaware, Pennsylvania, Maryland, and New Jersey.
• Benefits Insurance Group and individual health and wellness coverage including group medical, dental, life, disability, voluntary benefits, Medicare supplemental/advantage, COBRA administration, and ACA compliance services for employers and individuals.
• Personal Insurance Individual and family coverage including homeowners, auto, condo, watercraft, rentals, flood, umbrella, and recreational vehicle insurance for personal asset protection.
• Mergers & Acquisitions Services Partnership services for insurance agency owners planning retirement or seeking growth partnerships, offering continued legacy preservation and trusted partnership arrangements for agency consolidation.
• Novara Risk Management Risk management services integrated through partnership with KPA, providing access to risk management tools and resources for business clients.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor.

• Trusted ChoiceminorChannel Partner/ Reseller/ DistributorIndependent insurance agency membership network providing brand support and access to resources for independent agents
• Insurance Agency and Beyond (IAandB)minorChannel Partner/ Reseller/ DistributorInsurance industry association providing membership benefits, training, and networking resources
• Delaware State Chamber of Commerce (DSCC)minorGTM or Marketing PartnerChamber of commerce partnership for business networking and community engagement
• Delaware SHRMminorGTM or Marketing PartnerDelaware chapter of Society for Human Resource Management for HR professional networking and benefits-related partnerships
• Business Network International (BNI)minorGTM or Marketing PartnerBusiness referral networking organization for lead generation and professional networking
• Delaware Charter School NetworkminorGTM or Marketing PartnerPartnership with Delaware charter schools for community engagement
• Rotary InternationalminorGTM or Marketing PartnerService organization partnership for community involvement and networking
• NABIP (National Association of Benefits and Insurance Professionals)minorChannel Partner/ Reseller/ DistributorNational association for benefits and insurance professionals providing education and networking
• Ocean City Chamber of CommerceminorGTM or Marketing PartnerChamber partnership for regional business networking
• ABC DelawareminorGTM or Marketing PartnerAssociated Builders and Contractors Delaware chapter partnership

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• AssuredPartners: AssuredPartners is a national insurance brokerage built by acquiring independent agencies across commercial, personal, and benefits lines. It directly parallels L&W's independent-agency roots and growth-by-acquisition trajectory, but at much greater scale.
• Marsh McLennan Agency: Marsh McLennan Agency is the middle-market arm of global broker Marsh, providing commercial, benefits, and risk management services. It competes with L&W for mid-sized clients in the Mid-Atlantic and beyond, offering similar products with greater scale.
• Hub International: Hub International is a large North American insurance brokerage offering commercial, personal, and benefits coverage with a significant independent-agency acquisition strategy. It competes with L&W for the same mid-market and SMB clients but at far greater scale and geographic breadth.
• USI Insurance Services: USI is a large U.S. insurance brokerage serving middle-market clients across commercial, personal, and employee benefits lines. It is comparable to L&W in product scope and target market, but operates nationally with substantially greater resources.

Direct peers

• Keystone Insurers Group: Keystone Insurers Group is an alliance/network of independent insurance agencies in the Mid-Atlantic and Northeast, providing shared carrier access, E&O, and operational resources. It is directly comparable to L&W as a regional independent agency leveraging group scale to compete with national brokers.
• Assurance: Assurance is a Top-50 U.S. independent insurance agency offering commercial, personal, and benefits solutions with an emphasis on risk management and mid-market clients. It is a close functional parallel to L&W's three-pillar, mid-market-focused offering.
• Brown & Riding Insurance Services: Brown & Riding is a specialty wholesale insurance brokerage focused on complex and excess & surplus lines placement. It is comparable to L&W on the wholesale/specialty-carrier-access dimension that L&W uses via its 100+ carrier relationships.
• The Hilb Group: The Hilb Group is a Mid-Atlantic-rooted independent insurance agency that has grown via aggressive tuck-in M&A of independent agencies across the U.S. It directly parallels L&W as an independent, multi-line (commercial, personal, benefits) agency leveraging carrier breadth and regional roll-ups, with a far larger scale.
• World Insurance Associates: World Insurance Associates is a fast-growing independent insurance agency roll-up offering commercial, personal, and benefits lines via an extensive carrier network. It shares L&W's independent-brokerage model and is pursuing the same M&A-driven consolidation strategy that L&W advises on.
• InsurTec Group (Agency Focus): Alera Group is a national independent insurance, wealth management, and HR consulting firm formed through the merger of multiple regional agencies. It directly mirrors L&W's independent agency model, three-pillar product set, and reliance on M&A for growth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Landwinsurance
• LinkedInlinkedin.com/company/l&w-insurance
• Instagraminstagram.com/lw_insurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 L&W Insurance