ATIA

What ATIA does

ATIA is an Australian insurance brokerage brand founded in 1978 and now operated as a sub-brand within Marsh Pty Ltd, the Australian arm of Marsh McLennan (NYSE: MMC), following Marsh's 2024 acquisition of Honan Insurance Group. The company arranges general insurance products — including liability, commercial vehicle, goods in transit, workers compensation, and group benefits cover — with a vertical focus on transport and logistics clients such as transport operators, couriers, mail contractors, heavy vehicle and truck operators, and taxi and fleet businesses.

ATIA's go-to-market is relationship-led, broker-mediated distribution: seven to ten named brokers (e.g. Kate Cresswell, Melissa Fox, Zac McGregor, Doug McLean, Debbie Moirt, Catherine Prior, Heena Shukla, Greg Smith, Sophie Simpson) handle clients directly via phone (03 9642 4622) and individual @marsh.com email addresses. There is no public pricing, no digital self-service portal, and no disclosed technology platform; insurance is sold on a quote basis tailored to individual risk profiles.

The revenue model is commission-based brokerage income earned on insurance products placed with underwriters (Marsh and Marsh Advantage Insurance, with Discretionary Trust Arrangements issued by JLT Group Services). ATIA's competitive position derives primarily from its transport and logistics vertical specialisation, the continuity of broker relationships during the Marsh integration, and access to Marsh McLennan's broader product suite, global risk expertise, and licensed entities (AFSL 238 983 and AFSL 238 369).

Name

ATIA

Legal name

Marsh Pty Ltd

Website

https://atiais.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

ATIA is an Australian insurance brokerage founded in 1978, now operating as a Marsh sub-brand following the 2024 acquisition of Honan Insurance Group. It arranges transport and logistics insurance — including commercial vehicle, liability, and goods-in-transit cover — through a network of named brokers.

Ownership category

akta.pro rank

Product category

Commercial Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

Keywords

• Transport insurance brokerage
• Logistics insurance services
• Commercial vehicle coverage
• Goods in transit insurance
• Fleet insurance solutions

Headquarters

HQ city

Southbank

HQ country

Australia

HQ region

Oceania

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. Insurance brokerage commissions: ATIA operates as an insurance broker arranging general insurance products. Revenue is generated through commissions from insurance products placed with insurers. The page states Marsh and Marsh Advantage Insurance arrange general insurance, with Discretionary Trust Arrangements issued by JLT Group Services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

ATIA is an Australian insurance brokerage specializing in transport and logistics insurance advisory for industrial and commercial clients. It arranges general insurance products — including commercial vehicle cover, goods in transit, public/professional/management liability, workers compensation, and group benefits — for transport operators, couriers, mail contractors, heavy vehicle/truck operators, taxi and fleet businesses. Following Marsh's 2024 acquisition of Honan Insurance Group, ATIA operates as a specialist sub-brand within Marsh's Australian broker network, distributing products under Marsh Pty Ltd (AFSL 238 983) and Marsh Advantage Insurance Pty Ltd (AFSL 238 369).

Product overview

ATIA (Australian Travel Insurance Alliance) is an insurance sub-brand under Marsh following Marsh's acquisition of Honan Insurance Group. ATIA specializes in travel insurance products and services. Marsh, as the parent organization, offers a comprehensive suite of insurance products including liability insurance (public liability, professional indemnity, management liability, cybersecurity insurance), business insurance (commercial vehicle, property, business interruption, trade credit), and people risks and benefits (employee benefits, workers compensation, group health/life/income protection insurance). ATIA operates alongside other Honan family brands including Carollo Horton (pharmacy insurance) and Citadel Insurance, all transitioning to the Marsh platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Heavy Vehicle and Truck Insurance
• Goods in Transit Insurance
• Couriers and Mail Contractors Insurance

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Aon: Aon is a global insurance brokerage and risk advisory firm with a substantial Australian presence, offering the same general insurance and risk advisory services as ATIA, but at significantly greater scale and across all industries.
• Arthur J. Gallagher & Co. Gallagher is a global insurance broker with operations across Australia, providing commercial insurance brokerage, risk management, and claims services directly comparable to ATIA's offering for transport and logistics clients.
• Insurance Australia Group (IAG): IAG is the largest general insurer in Australia, also distributing through broker channels. It is the carrier behind many policies arranged by ATIA's brokers and a broader incumbent in the same Australian insurance market.
• Willis Towers Watson (WTW): WTW is a global insurance and risk advisory firm with Australian operations, providing brokerage and advisory services overlapping with ATIA across commercial lines and transport/logistics risk.
• Allianz Australia: Allianz Australia is a major general insurer and broker-affiliated carrier operating in commercial lines, including transport and fleet. It sits in the same Australian distribution ecosystem as ATIA.

Direct peers

• Coverforce: Coverforce is an Australian commercial insurance brokerage arranging business insurance, fleet, and liability coverage for SMEs. It competes head-to-head with ATIA for transport and logistics clients in Australia.
• PSC Insurance Group: PSC Insurance Group is an ASX-listed Australian specialty insurance broker with comparable broker-driven commercial insurance distribution, including niche verticals that overlap with ATIA's transport and logistics focus.
• Steadfast Group: Steadfast is an ASX-listed Australian insurance broker network comprising many underwriting agencies and brokerages. It directly competes with ATIA in arranging commercial insurance for Australian SMEs and transport/logistics operators.

Others

• Honan Insurance Group: Honan is the predecessor group of which ATIA was a family brand prior to the 2024 Marsh acquisition; it remains a directly comparable Australian specialty broker in product mix, vertical focus, and client base.

Regional players

• Ansvar Insurance: Ansvar is an Australian specialty insurer/broker focused on niche commercial lines, providing comparable specialty distribution capabilities to ATIA within the Australian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/atiains
• LinkedInlinkedin.com/company/atia-insurance-services

Compliance2 records

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 ATIA