McSweeney & Ricci

What McSweeney & Ricci does

Cross Insurance is a third-generation, family-owned independent insurance agency founded in 1954 and operated under Cross Financial Corp., a Maine corporation. The firm places personal, commercial, employee benefits, and specialty insurance coverage for individuals and businesses across New England (Maine, Massachusetts, New Hampshire and beyond) through multiple carrier relationships, earning commission revenue on each policy placed. Personal lines span auto, home, renters, life, umbrella, and specialty vehicles (boat, motorcycle, ATV, RV, snowmobile); commercial lines include workers' compensation, general liability, professional liability, employment practices liability, cyber, commercial auto and trucking, umbrella liability, inland marine, and commercial property; additional practices include employee benefits administration, college/student health, third-party administration, surety and bonding, and dedicated verticals for healthcare, higher education, construction, and clean energy.

The business runs on a traditional brokerage technology stack with no proprietary platform described in the source material. Distribution is direct sales through a network of regional offices, supplemented by content marketing, social media presence on Facebook, LinkedIn, and Instagram, an active blog/resource library, and high-visibility official-broker sponsorships of marquee New England sports properties including Gillette Stadium, the Boston Bruins, Boston Red Sox, New England Patriots, New England Revolution, and Portland Sea Dogs. A 'Become a Cross Affiliate' channel extends reach through partner-originated leads.

In 2025 the agency was ranked among the Top 20 Property & Casualty Agencies by Insurance Journal, and it holds Cornerstone Partner status with the New England Patriots Foundation. There are no disclosed acquisitions, external funding rounds, or AI/ML capabilities, and the family ownership structure has remained continuous since founding.

Name

McSweeney & Ricci

Legal name

Cross Financial Corp.

Website

https://mcsweeneyricci.com

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

101–250 employees

Short description

Cross Insurance is a third-generation, family-owned independent insurance agency founded in 1954 that places personal, commercial, employee benefits, and specialty insurance coverage for individuals and businesses across New England through multiple carrier relationships.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411), Surety Insurance (6351)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Insurance brokerage
• Personal insurance
• Commercial insurance
• Employee benefits
• Surety bonding

Headquarters

HQ city

Braintree

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: Cross Insurance generates revenue through commissions earned from insurance carriers they represent. As an independent insurance agency, they earn commissions on policies placed with their carrier partners for both personal (auto, home, life, boat, motorcycle, ATV, RV, snowmobile, renters, umbrella) and commercial lines (general liability, workers comp, professional liability, cyber, commercial auto, umbrella liability, inland marine).

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

The company is an independent insurance agency/brokerage that places personal, commercial, and specialty insurance coverage with multiple insurance carriers on behalf of individual consumers and businesses. It earns commissions from carriers for policies in personal lines (auto, home, life, umbrella, specialty vehicles), commercial lines (workers' comp, general/professional liability, cyber, commercial auto, inland marine, commercial property), employee benefits, surety and bonding, and niche programs such as student health, third party administration, higher education, healthcare, construction, and clean energy.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered flagship and core.

• Gillette StadiumflagshipGTM or Marketing PartnerCross Insurance is the official insurance broker for Gillette Stadium, providing brand visibility and association with major sports events at this premier New England venue.
• Boston BruinsflagshipGTM or Marketing PartnerOfficial insurance broker designation for the Boston Bruins NHL hockey team, providing sponsorship visibility through team branding and events.
• Boston Red SoxflagshipGTM or Marketing PartnerOfficial insurance broker designation for the Boston Red Sox MLB baseball team, providing sponsorship visibility through team branding and events.
• New England PatriotsflagshipGTM or Marketing PartnerOfficial insurance broker designation for the New England Patriots NFL football team, with Cornerstone Partner status in the Patriots Foundation supporting marginalized individuals and families.
• New England RevolutioncoreGTM or Marketing PartnerOfficial insurance broker designation for the New England Revolution MLS soccer team, providing sponsorship visibility.
• Portland Sea DogscoreGTM or Marketing PartnerOfficial insurance broker designation for the Portland Sea Dogs minor league baseball team (Boston Red Sox affiliate).
• New England Patriots FoundationflagshipGTM or Marketing PartnerCornerstone Partner of the New England Patriots Foundation, which has a mission to aid individuals and families often marginalized. This partnership provides community engagement and brand goodwill.
• Insurance Carriers (Multiple)coreChannel Partner/ Reseller/ DistributorCross Insurance represents multiple insurance carriers across personal and commercial lines, placing policies and earning commissions. The agency lists 'Companies We Represent' as a customer service resource on their website.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Brown & Riding Insurance Services: Specialty insurance brokerage focused on niche and complex commercial risks including cyber, professional liability, and marine. Directly comparable to Cross Insurance's specialty brokerage practice across cyber, professional, and inland marine lines.
• Insurance Office of America: Large privately held US insurance brokerage offering personal, commercial, and benefits coverage via independent multi-carrier representation. Comparable to Cross Insurance in product breadth, family/privately-held ownership, and cross-sell into employee benefits and specialty.
• Assurex Global: Partnership of independent commercial insurance and risk management agencies. Comparable to Cross Insurance as a peer network of independent commercial brokers placing business with multiple carriers and offering specialty lines.
• Hub International: Large North American insurance brokerage offering personal, commercial, and employee benefits lines through a multi-carrier independent agency model. Directly comparable to Cross Insurance in go-to-market, product breadth, and commission-based revenue model, though at significantly greater scale.
• The Hilb Group: Mid-Atlantic and Northeast-focused insurance brokerage with personal, commercial, and benefits practices. Comparable to Cross Insurance in regional independent-broker model and commercial lines emphasis, with active roll-up M&A strategy.
• World Insurance Associates: Northeast US-focused insurance brokerage with strong personal, commercial, and benefits practices and an active M&A roll-up strategy. Comparable to Cross Insurance in independent multi-line brokerage model, regional Northeast footprint, and PE-backed expansion trajectory.

Broad incumbents

• Marsh McLennan Agency: Middle-market arm of Marsh McLennan offering commercial insurance, employee benefits, and specialty risk solutions. Comparable to Cross Insurance in mid-market commercial and benefits brokerage, with broader geographic and product reach.
• Arthur J. Gallagher & Co. Global publicly traded insurance brokerage and risk management firm. Comparable to Cross Insurance in commercial lines brokerage and specialty risk practice, but operates as a broad incumbent with national and international reach.
• Acrisure: One of the largest US insurance brokerages (PE-backed) with broad personal, commercial, and benefits capabilities. Comparable as a multi-line independent brokerage incumbent, though at vastly greater scale and with a national footprint and external capital.

Regional players

• Lovell & Associates: New England-based independent insurance agency. Comparable to Cross Insurance in regional footprint and multi-line independent brokerage model, but operates in a different sub-region and at smaller disclosed scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CrossInsurance
• LinkedInlinkedin.com/company/cross-insurance
• Instagraminstagram.com/cross.insurance
• Xx.com/mcsweeneyricci

Revenue estimate

Valuation estimate

Number of profiles

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 McSweeney & Ricci