HMS Agency

What HMS Agency does

HMS Agency, Inc. is a family-owned full-service insurance brokerage headquartered in Albany, New York, with a secondary office in Malta, NY, serving clients across New York's Capital Region. Founded by William Mather, Jr. alongside his siblings and father, the firm distributes personal lines (auto, home, life, disability, long-term care, dental/vision, health, travel, pet), commercial lines (property, general liability, workers compensation, cyber, D&O, professional liability, inland marine, umbrella, NYS Disability), and employee benefits (group medical, dental/vision, group life/disability, HR services, COBRA, flexible spending, HSA/HRA, telemedicine). The agency represents most major national insurance carriers and top-rated regional carriers, including 7 organizations offering 46 Medicare plans/products in the area, enabling cross-carrier comparison for clients.

The firm does not operate proprietary technology. Its core technical footprint consists of carrier-side underwriting tools, an online quote-request form, an educational video library, and a white-label client portal provided by Glovebox (agencyId=1514). A partnership with the New York Safety Council supports a NYS DMV-approved online defensive driving course that delivers up to a 4-point reduction and a 10% premium discount for three years. Distribution is relationship-driven via phone, online forms, and in-person consultations, supplemented by a co-branded partnership with Hudson River Community Credit Union that provides access to credit-union members through a dedicated landing page and lead-capture form.

HMS Agency earns revenue primarily through commissions on placed policies (new and renewal business), supplemented by fee-based employee benefits consulting services covering HR advisory, HRIS, and COBRA administration. Pricing is individually quoted based on underwriting criteria, coverage scope, and customer circumstances; no standard pricing is publicly disclosed. The firm holds a New York State Economic Development Corporation Women-Owned Business Enterprise (WBE) certification and an MWBE certification, which provide access to government and corporate set-aside procurement opportunities. Customer acquisition relies on direct outreach, content marketing via educational videos, and the credit-union partnership, with no external investors, parent company, or venture capital backing in evidence.

Name

HMS Agency

Legal name

HMS Agency, Inc.

Website

https://hmsagency.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

HMS Agency is a family-owned full-service insurance brokerage in Albany, NY, distributing personal, commercial, and employee benefits coverage through multiple national and regional carriers across New York's Capital Region, with a secondary Malta, NY office.

Ownership category

akta.pro rank

Headquarters

HQ city

Albany

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions: HMS Agency earns commissions from insurance carriers for placing policies with customers. As a broker representing multiple national and regional insurance companies, they receive commissions on new policy sales and renewals.
2. Employee Benefits Consulting Services: The agency provides consulting services for employee benefits including HR services, HRIS, COBRA administration, and benefits advisory.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

HMS Agency is a family-owned and operated full-service insurance brokerage that places personal, commercial, and employee benefits insurance policies on behalf of customers by representing multiple national and regional insurance carriers. The agency provides tailored coverage recommendations, policy servicing, employee benefits consulting (including HR, HRIS, and COBRA administration), and a NYS-approved defensive driving course through partnerships with carriers and external providers.

Product overview

HMS Agency is a family-owned full-service insurance agency offering personal, commercial, and employee benefits insurance products and services. The agency represents multiple national and regional insurance carriers, allowing them to provide tailored coverage across auto, home, life, business, disability, dental, health, long-term care, and travel insurance. The company also provides a NYS-approved defensive driving course for point and insurance reduction, and partners with external providers for specialized products including life insurance, ancillary products, and dental/vision insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Insurance Personal lines insurance brokerage offering auto, homeowners, life, disability, long-term care, dental and vision, health, travel, and pet insurance for individuals and families in New York's Capital Region. Delivered through multi-carrier placement and personalized agent recommendations.
• Commercial Insurance Commercial lines insurance brokerage for business owners covering property, business automobile, workers compensation, bonding, inland marine, umbrella liability, risk management, NYS Disability, D&O, E&O/professional liability, employment practices liability, general liability, and cyber liability.
• Employee Benefits Employee benefits brokerage and consulting for employers covering group medical, dental and vision, Medicare, group life, group disability, flexible spending plans, HSA, HRA, COBRA administration, telemedicine, HR services, and voluntary payroll deduction plans.
• NY Defensive Driving Course NYS DMV-approved online defensive driving course offered through a partnership with New York Safety Council, providing point reduction (up to 4 points) and a mandatory 10% insurance premium reduction for 3 years for New York drivers.
• Client Portal White-label Glovebox client portal for existing policyholders to access insurance documents, view policy information, and manage their accounts online.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Hudson River Community Credit UnioncoreGTM or Marketing PartnerHMS Agency has a dedicated partnership with Hudson River Community Credit Union to provide members with comprehensive insurance coverage backed by expert guidance and personalized service. The partnership includes a dedicated landing page and lead capture form for HRCCU members seeking auto, homeowners, life, disability, health, long term care, business insurance, travel insurance, dental & vision, and pet insurance.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Brown & Brown Insurance: National insurance distribution platform offering commercial, personal, and benefits solutions. Overlaps with HMS on small-commercial and benefits brokerage, but operates at vastly greater scale and geographic breadth.
• HUB International: Global insurance brokerage offering commercial, personal, and employee benefits products across North America. Comparable in offering breadth, but with materially greater resources, specialty practices, and geographic reach.
• USI Insurance Services: Large national insurance brokerage delivering commercial and personal lines plus employee benefits consulting. Competes for the same commercial and benefits accounts HMS targets, but with significantly broader scale and proprietary consulting capabilities.
• AssuredPartners: National insurance brokerage built largely through regional agency roll-ups, serving commercial, personal, and benefits markets. Comparable in product mix but competes at higher account sizes with centralized carrier relationships.
• Arthur J. Gallagher (Gallagher): Global insurance brokerage and risk management firm with strong commercial and employee benefits practices. Competes for the same commercial and benefits clients HMS serves, but at enterprise scale with deep specialty capabilities.
• NFP (an Aon company): Mid-market-focused insurance brokerage and benefits consultancy acquired by Aon. Directly comparable in mid-market commercial and benefits focus, but operates nationally with institutional backing and proprietary resources.

Emerging players

• Simply Business: Digital-first small commercial insurance platform aggregating carrier quotes online. Competes for HMS's small-commercial segment with a self-serve experience that pressures traditional brokerage economics on price-sensitive accounts.

Direct peers

• Marshall & Sterling Insurance: Upstate New York-based, family-influenced insurance agency offering personal, commercial, and employee benefits coverage. Closely comparable in regional footprint, multi-line model, and Capital Region / New York State operating geography.
• Tompkins Insurance Agencies: New York-based independent insurance agency providing personal, commercial, and benefits products across upstate markets. Comparable in being a multi-line, regionally rooted agency with carrier-representation model.
• Bouchard Insurance: Regional, family-influenced multi-line insurance agency offering personal, commercial, and employee benefits solutions. Comparable in scale, multi-line breadth, and carrier-brokerage model, though operating in a different regional geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/HMSAgency1
• Facebookfacebook.com/HMSAgency
• LinkedInlinkedin.com/company/hms-agency-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 HMS Agency