RJL Insurance Services

What RJL Insurance Services does

RJL Insurance Services is a privately held risk management consulting firm founded in 1987 (with principal Richard J. Leibfried's insurance career dating to 1976) and headquartered in Palos Verdes Peninsula, California, with a small team of 11-50 employees. The firm provides part-time insurance and risk management services to middle-market businesses that need professional expertise but lack the scale to support a full-time internal department, deliberately avoiding selling insurance products or representing carriers to preserve advisor objectivity. Core service modules include risk management consulting, audit/reporting, proposal administration and negotiation, safety program development, claims management, health insurance strategic planning, Total Safety Management, and workers' compensation program oversight, with the firm also involved in captive insurance company formation and self-insurance arrangements. The customer base spans hospitality (Equity Hotel Supply, Sunset Pacific Hotel Group, JC Resorts, Bartell Hotels), transportation (KKW Trucking), and media (Lotus Communications), and the firm has begun productizing its expertise through paid webinar series on workers' compensation and workplace safety.

The business model is professional services consulting fees earned through direct engagements with middle-market clients, supplemented by unit-priced webinar training programs priced at $30 per individual session or $150 per six-session bundle. Distribution is direct, with no brokers, resellers, or distribution partners; lead generation runs through the corporate website, organic social channels (LinkedIn, Facebook, Twitter, Yelp), industry seminars, and educational content such as YouTube videos on insurance history. The competitive position rests on independence from carriers, deep practitioner credentials (ARM, WCCA, MBA, and industry-specific certifications across the senior team), and long-tenured client relationships exceeding ten years, with reported outcomes including a $1.5 million claims settlement for Lotus Communications and meaningful workers' compensation premium reductions for hospitality clients.

Name

RJL Insurance Services

Legal name

RJL Insurance Services, Inc.

Website

https://rjlservices.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

RJL Insurance Services is a privately held risk management consulting firm that provides part-time insurance and risk management advisory services to middle-market businesses, delivering objective broker selection, claims management, and safety program development across hospitality, transportation, and other verticals.

Ownership category

akta.pro rank

Product category

Risk Management Consulting

NAICS

Other Insurance Related Activities (52429)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

akta.pro secondary industry

Insurance (EDAAAPAH)

Keywords

• Risk management consulting
• Insurance consulting services
• Claims management consulting
• Workers compensation consulting
• Safety program consulting

Headquarters

HQ city

Pennsylvania Furnace

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Risk Management Consulting Services: RJL provides part-time insurance and risk management consulting services to middle market companies. They offer objective evaluation of insurance programs, broker/carrier selection, proposal negotiation, claims management, safety programs, and audit services. Revenue is generated through professional consulting fees for their advisory services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

RJL Insurance Services provides part-time insurance and risk management consulting to U.S. middle-market companies that need professional expertise but cannot justify a full-time internal department. Acting as an objective advisor (the firm does not sell insurance or represent carriers), RJL evaluates insurance programs, runs broker and carrier selection, negotiates proposals, manages claims, develops safety programs, and provides audit and compliance support across Transportation, Hospitality, Retail, Construction, and Agricultural verticals, with webinar-based training sold as a supplementary paid offering.

Product overview

RJL Insurance Services operates as a risk management consulting firm providing a unified suite of services centered on risk management consulting. The core offering is part-time risk management and insurance consulting for middle-market companies, supplemented by specialized modules including audit services, proposal administration, negotiation support, safety management, claims management, and health insurance strategic planning. The company also offers educational webinar programs focused on workers' compensation and workplace safety, including the Workers' Compensation Basics series (6 sessions) and the Safety Is Good Business series (10 sessions), both featuring competency assessments and on-demand options. Unlike brokers, RJL does not sell insurance or represent carriers, positioning itself as an objective advisor.

Differentiator

Problem solved

Functional benefit

Products and services

• Risk Management Consulting A part-time insurance and risk management consulting engagement for U.S. middle-market companies that need professional expertise but cannot justify a full-time internal department. RJL acts as an objective advisor — it does not sell insurance or represent any carrier — and provides insurance program evaluation, broker and carrier selection, proposal negotiation, claims management, safety program development, audit services, and health insurance strategic planning across Transportation, Hospitality, Retail, Construction, and Agricultural verticals.
• Workers' Compensation Basics Webinar Series A six-session, 30-minute-per-session webinar training program on Workers' Compensation Claim Management Basics, sold to individuals and small teams for $30 per session or $150 for the complete series, with pre- and post-session competency assessments.
• Safety Is Good Business Webinar Series A ten-session webinar training series on workplace safety topics for HR, safety, and operations professionals at small and mid-sized employers, available via live webinar or on-demand modules.
• Competency Assessment & Webinar Training A standalone packaged offering of competency assessment surveys combined with webinar-based training, including pre-session and post-session assessments, quizzes, and ongoing evaluation of employee competency in workers' compensation claims handling.

Quantifiable outcome

• $1,500,000 settlement obtained for Lotus Communications covering almost all of their costs
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Brown & Brown: National insurance brokerage with risk management services across multiple industry verticals. Comparable customer base and service suite to RJL, but at materially larger scale.
• Aon: Global professional services firm offering risk management, insurance brokerage, and HR consulting. Comparable to RJL in the risk advisory function it sells to clients, but Aon operates at vastly greater scale and bundles brokerage alongside consulting.
• Lockton: Largest independent insurance brokerage globally with strong risk consulting and claims management practices. Comparable to RJL in being 'independent' rather than publicly traded, and competing for similar middle-market risk advisory work.
• Alliant Insurance Services: Specialty insurance brokerage and consulting firm targeting middle-market and niche industry clients with property/casualty, workers' comp, and benefits capabilities. Comparable vertical coverage and middle-market focus to RJL.
• Marsh McLennan: Global insurance brokerage and risk advisory powerhouse (parent of Marsh, Guy Carpenter, Mercer, Oliver Wyman). While RJL is an independent advisor and Marsh is a commission-driven broker with a consulting arm, both ultimately serve mid-market and enterprise buyers seeking risk and insurance program advice.
• Arthur J. Gallagher (ajg): Large US-based insurance brokerage with significant risk management consulting capabilities targeting middle-market clients. Directly comparable to RJL's customer base and service mix, though operating at much greater scale.
• Willis Towers Watson (WTW): Global advisory, brokerage, and solutions firm with deep risk and insurance consulting practices. Competes with RJL for risk advisory mandates, particularly in workers' compensation and total cost of risk work.
• Hub International: North American insurance brokerage and risk advisory firm focused heavily on middle-market commercial clients. Comparable customer profile and risk management service offering to RJL.

Direct peers

• Risk Strategies Company: Specialty insurance brokerage and risk management consulting firm serving middle-market and niche industry clients. Closest direct peer to RJL in combining brokerage-adjacent advisory with specialized industry verticals and claims/consulting capabilities.
• Borden Perlman Insurance Associates: Independent insurance and risk management firm serving mid-market commercial clients with consulting, claims, and captive/self-insurance advisory. Closely mirrors RJL's positioning as an independent advisor rather than commission-driven broker.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RJLInsurance
• Facebookfacebook.com/rjlsvcs
• LinkedInlinkedin.com/company/rjl-insurance-services-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 RJL Insurance Services