Borden Insurance Agency

What Borden Insurance Agency does

Borden Insurance Agency, Inc. is a third-generation, family-owned independent insurance agency based in New Bedford, Massachusetts, operating continuously since 1909. The agency distributes personal and commercial insurance products — including personal auto, homeowners, tenant, condo, life, yacht/marine, flood, commercial auto, and business liability/workers compensation — by representing multiple insurance carriers and matching customers to coverage based on their specific risk profile. Its service area is the Southcoast region of Massachusetts, anchored by a single headquarters at 960 Kempton St in the Buttonwood Park neighborhood, where the agency has been located since 1951. Jonathan B. Borden has served as President since 1982, representing the third generation of Borden family leadership.

The business model is commission-based recurring revenue: as an independent agency, Borden earns commissions from the insurance carriers it represents on policies sold and renewed, with annual billing cadence typical of insurance premium payments. The go-to-market is hybrid — direct phone inquiries, in-person consultations at the New Bedford office, and a website (borden-insurance.com) offering dedicated online quote request forms for each product line plus a customer service desk for policy changes and claims reporting. The agency positions itself on personalized service, free comprehensive insurance analysis, and step-by-step claims assistance, competing against both captive agents and direct-to-consumer digital insurers in a localized market.

The underlying technology is a basic web platform: online quote forms, downloadable PDF forms, and standard customer service workflows. No proprietary technology, mobile app, API, or AI/ML capabilities are disclosed. The agency carries no parent company, has no disclosed funding, operates no subsidiaries, and shows no recorded acquisitions, partnerships, or formal awards. The enterprise is a small, stable, privately held local services firm whose principal competitive assets are brand longevity, multi-carrier access, and generational customer relationships.

Name

Borden Insurance Agency

Legal name

Borden Insurance Agency, Inc.

Website

https://borden-insurance.com

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

1–10 employees

Short description

Borden Insurance Agency is a third-generation, family-owned independent insurance agency in New Bedford, Massachusetts, distributing personal and commercial insurance from multiple carriers to individuals and small businesses across the Southcoast Massachusetts region since 1909.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Public Liability (Premises/Operations) (FSAJADAD)

akta.pro secondary industry

Co-Employment Risk Management & Insurance (Workers’ Comp, Liability) (BPACAGAH)

Keywords

• Independent insurance agency
• Personal insurance lines
• Commercial insurance coverage
• Property casualty insurance
• Insurance brokerage services

Headquarters

HQ city

New Bedford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Insurance Agency Commissions: Borden Insurance Agency generates revenue as an independent insurance agency by earning commissions from insurance carriers for policies sold and renewed. They work with multiple trusted insurance providers to find coverage options for customers. Revenue is recurring in nature as insurance policies require annual renewal.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Borden Insurance Agency is a third-generation, family-owned independent insurance agency founded in 1909 and headquartered in New Bedford, Massachusetts. The agency places personal and commercial insurance coverage for clients across the Southcoast Massachusetts region, representing multiple insurance carriers to offer policies in personal lines (auto, home, life, yacht/marine, flood) and commercial lines (business, general liability, workers compensation, commercial auto).

Product overview

Borden Insurance Agency offers a portfolio of personal and commercial insurance products. The core personal offerings include Homeowners Insurance, Car Insurance, Life Insurance, Yacht & Marine Insurance, Flood Insurance, Tenant Insurance, and Condo Insurance. Commercial offerings include Business Insurance with liability and workers compensation coverage, and Commercial Auto Insurance. The agency provides these products as individual standalone policies that can be customized to meet specific customer needs, rather than a unified platform with modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Auto Insurance

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights2 records

Direct peers

• Acrisure: Acrisure is a tech-enabled insurance brokerage built primarily through acquisitions of independent agencies offering personal, commercial, and specialty lines. It shares Borden's independent agency DNA but operates at much greater scale with a technology overlay.
• The Hilb Group: The Hilb Group is a mid-market insurance brokerage that acquires and operates independent agencies across personal and commercial lines. It is directly comparable in operating model and serves as a natural roll-up acquirer of agencies like Borden.
• Cross Insurance: Cross Insurance is a regional New England-based independent insurance agency offering personal and commercial lines, headquartered in Maine. It is highly comparable to Borden in model (independent agency), product mix, and regional footprint.

Broad incumbents

• Hub International: Hub International is a large insurance brokerage providing personal, commercial, and employee benefits solutions, built largely through acquisitions of independent agencies. Comparable as a scaled retail brokerage operating in the same distribution channel.
• USI Insurance Services: USI is a large insurance brokerage serving middle-market personal and commercial clients, built through a roll-up strategy of independent agencies. Comparable as a scaled independent-brokerage model targeting similar customer segments.
• Arthur J. Gallagher & Co. Arthur J. Gallagher is a major global insurance brokerage and risk management firm with a large retail brokerage segment serving personal and commercial clients. Comparable as a large incumbent occupying the same agency/brokerage distribution role.
• Marsh McLennan: Marsh McLennan is the world's largest insurance broker and risk advisor, with retail brokerage operations across personal and commercial lines. Comparable as a broad incumbent in the same insurance distribution channel, though at vastly greater scale.
• Brown & Brown: Brown & Brown is a large publicly traded insurance brokerage distributing personal and commercial lines through acquired retail agencies. It is comparable as a scaled consolidator in the same distribution channel Borden operates in.

Regional players

• The Hanover Insurance Group: The Hanover Insurance Group is a regional insurance carrier and agency operator with strong New England roots covering personal and commercial lines. Comparable as a regional Northeast player, though primarily a carrier rather than a pure independent agency.

Emerging players

• Lemonade: Lemonade is a digital-first insurtech selling personal lines (renters, home, auto, pet) directly to consumers via mobile app. It represents the emerging direct-to-consumer channel that threatens traditional independent agencies like Borden.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Borden-Insurance-Agency-Inc-310944479020020

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 Borden Insurance Agency