Ellis Insurance Agency

What Ellis Insurance Agency does

Ellis Insurance Agency, doing business as Acacia Insurance, is an independent risk management firm headquartered at 200 5th Avenue, 4th Floor, Waltham, Massachusetts. Founded in 1988, the firm serves affluent individuals and families, businesses, and financial planning clients across New England and nationally. It operates without proprietary technology, relying instead on carrier relationships, personalized consultations, phone-based service, and an in-person Waltham office to deliver advice and policy placement.

The company's product portfolio is split between personal lines (home insurance, vehicle insurance, valuable articles coverage such as wine collections and jewelry) and commercial lines (business insurance, general liability, property, and a specialized Insurance for Green Operations offering). Its only differentiated service offering is Acacia Refresh, a proprietary 4-step systematic review process marketed to eliminate coverage gaps, reduce premiums, and improve protection for existing clients. There is no public pricing, no SaaS or technology product, and no app; the firm is a traditional brokerage rather than an insurtech.

The business model is commission-based: as an independent agency, Acacia Insurance places policies with multiple carriers and earns transaction fees on premiums, with pricing determined individually by risk assessment rather than published tiers. Go-to-market is sales-led, driven by direct relationships, referrals, and an emerging digital presence across Facebook, LinkedIn, Instagram, and a blog. With 1-10 employees, no disclosed ownership beyond the principals, and no funding or M&A activity on record, the firm operates as a privately held, small-scale independent agency reliant on relationship-driven client retention.

Name

Ellis Insurance Agency

Legal name

Acacia Insurance

Website

https://ellisinsurance.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Ellis Insurance Agency (DBA Acacia Insurance) is an independent risk management firm in Waltham, Massachusetts that places personal and commercial insurance policies for affluent individuals, families, and businesses across New England and the United States via carrier commissions.

Ownership category

akta.pro rank

Product category

Independent Insurance Agency Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

Keywords

• Independent insurance agency
• Commercial insurance coverage
• Personal insurance coverage
• Risk management services
• Financial planning services

Headquarters

HQ city

Natick

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Commissions: The firm acts as an independent insurance agency earning commissions from insurance carriers for placing coverage for personal and commercial clients. Revenue is generated through insurance policy premiums placed with multiple insurance partners.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ellis Insurance Agency (operating as Acacia Insurance) is an independent risk management firm providing tailored insurance solutions and financial planning services to individuals, affluent families, and businesses across New England and the United States. The firm accesses multiple insurance carriers through its independent agency model to deliver personal lines (home, vehicle, valuable articles) and commercial lines (business insurance, general liability, property, green operations coverage). It complements insurance placement with the proprietary Acacia Refresh 4-step systematic review process designed to eliminate coverage gaps, reduce premiums, and improve protection.

Product overview

Acacia Insurance (formerly Ellis Insurance Agency) is an independent risk management firm offering a unified portfolio of insurance products and financial planning services. The company operates across two main segments: Personal (Home Insurance, Vehicle Insurance, Valuable Articles coverage) and Commercial (Business Insurance, Coverages, and Green Operations insurance). The portfolio also includes Acacia Refresh, a proprietary 4-step systematic process for policy review and optimization. All offerings are delivered as integrated risk management solutions rather than standalone products, with services tailored for businesses, affluent families, and individuals throughout New England and across the country.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Insurance

Quantifiable outcome

• Eliminate gaps and inconsistencies, reduce premiums, and improve coverage through the Acacia Refresh 4-step systematic process

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• The Hilb Group: Middle-market insurance brokerage built through a network of partner agencies. Comparable to Acacia in serving businesses and affluent households with personalized risk advice and in operating as a multi-carrier independent intermediary.
• Hylant Group: Independent insurance brokerage serving businesses and affluent individuals across multiple U.S. regions with multi-carrier access. Highly comparable to Acacia in independent-agency model, risk-management orientation, and high-net-worth/commercial client mix, though at substantially greater scale.
• Woodruff Sawyer: Specialty insurance brokerage focused on complex commercial and high-net-worth personal risks, providing tailored coverage and risk advisory. Comparable to Acacia's emphasis on high-value, non-standard placements and consultative service.
• Brown & Riding: Specialty wholesale insurance brokerage placing complex and high-value commercial and personal risks with multiple carriers. Comparable to Acacia in focus on non-standard, high-value placements and broker-led advisory service.

Broad incumbents

• Hub International: Large North American insurance brokerage serving commercial and personal-lines clients across a broad portfolio. Represents the incumbent scale competitor against which Acacia's boutique independent model must differentiate on service and specialization.
• Marsh McLennan: World's largest insurance broker and risk advisor, covering commercial and specialty personal lines globally. Relevant as the broadest incumbent against which Acacia's high-touch independent offering must justify its place.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm serving commercial, affluent, and institutional clients. Broad-incumbent reference point showing the scale ceiling Acacia competes against via specialization and service rather than size.
• NFP (an Aon company): Insurance brokerage and advisory firm with strong middle-market and affluent personal-lines practice built on partner-agency roll-ups. Comparable to Acacia in independent-agency DNA, but operating at consolidated scale within a global broker platform.

Regional players

• Starkweather & Shepley Insurance: Independent, family-influenced insurance agency with strong presence in New England offering personal, commercial, and employee benefits coverage. Comparable to Acacia in independent brokerage model, regional density, and affluent/business client segmentation.
• Cross Insurance: Large independent insurance agency headquartered in New England with deep carrier relationships and personal/commercial lines. Closest geographic and product-line peer to Acacia given shared New England footprint and affluent/SMB customer focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Ellisinsurance
• Facebookfacebook.com/EllisInsuranceAgency
• LinkedInlinkedin.com/company/acaciainsurance
• Instagraminstagram.com/acaciainsurance

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 Ellis Insurance Agency