BB&T Insurance Services

What BB&T Insurance Services does

BB&T Insurance Services, Inc. operates today as McGriff, a full-service U.S. insurance brokerage and a subsidiary of Marsh & McLennan Agency LLC (itself part of Marsh McLennan, MMC). Headquartered in Raleigh, North Carolina, and tracing its origins to 1922, the firm employs 10,000+ professionals and sells commercial insurance, risk management, employee benefits, and personal insurance through a direct field-sales and consultative account management motion. Its product portfolio is organized into four pillars — Business Insurance (commercial auto, cyber liability, property, workers' comp, surety, captives, environmental, executive risk, and transactional risk), Risk Management (analytic solutions, risk control consulting, claim consulting, client education), Employee Benefits (actuarial/underwriting, benefits administration technology, clinical wellness, COBRA administration, compliance, pharmacy benefit consulting, retirement consulting), and Personal Insurance (flood, boat & yacht, private client, recreational vehicles) — delivered through specialized industry practices spanning auto dealerships, aviation & aerospace, construction, energy, government contracting, marine, private equity, public entity/education, real estate & hospitality, senior living, and transportation.

Revenue is generated primarily as recurring insurance brokerage commissions from carriers on placed and renewed policies, supplemented by fees for risk management consulting, benefits administration technology, and advisory work. Go-to-market is consultative enterprise and mid-market field sales with relationship-based account executives, supported by content marketing (white papers, webinars, success stories) and an active LinkedIn presence. Customer evidence spans SMB (restaurants, franchises), mid-market (recycling, recreation clubs), enterprise (solar, trucking, hospitality), nonprofit (senior living), and government (public schools) accounts, indicating broad horizontal and vertical diversification.

The firm's underlying technology stack is not publicly disclosed; sub-products positioned as "Analytic Solutions," "Benefits Administration Technology," and "Insights & Analytics" imply internal data and tooling, but no proprietary AI/ML capabilities, patents, or platform APIs are documented. Strategic positioning rests on the scale, regulatory licensing, and global carrier access conferred by the Marsh & McLennan parentage rather than on differentiated technology.

Name

BB&T Insurance Services

Legal name

Marsh & McLennan Agency LLC

Website

https://insurance.bbt.com/

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

BB&T Insurance Services, operating as McGriff, is a U.S. insurance brokerage subsidiary of Marsh & McLennan Agency LLC (within Marsh McLennan) that provides commercial, personal, employee benefits, and risk management insurance to SMB, mid-market, enterprise, and high-net-worth clients across diverse industries.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

akta.pro secondary industries

Mid-Market Commercial Package (Package Policies) (FSAJAFAB), Aviation Specialty (FSAJAGAK), Energy & Power Specialty (Onshore/Offshore) (FSAJAGAI)

Keywords

• Commercial insurance brokerage
• Risk management consulting
• Employee benefits administration
• Personal insurance services
• Insurance advisory solutions

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

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 Brokerage Commissions: The firm operates as an insurance broker/agency earning commissions from insurance carriers for placing coverage. Revenue is generated through placement fees and ongoing commissions from policy renewals.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

BB&T Insurance Services (now operating as McGriff) is a full-service insurance brokerage that places commercial and personal insurance coverage on behalf of clients, earning commissions from carriers. The firm operates across four core service lines — Business Insurance, Risk Management, Employee Benefits, and Personal Insurance — delivered with industry-specific specialization across construction, transportation, energy, real estate, hospitality, senior living, government contracting, and other verticals. It also offers claims advocacy, risk analytics, and benefits administration technology as part of its advisory platform.

Product overview

McGriff (formerly BB&T Insurance Services) is a full-service insurance broker providing commercial and personal insurance solutions as a unified platform of integrated service lines. The core offerings consist of four main pillars: Business Insurance (covering auto, bonding & surety, captives, cyber liability, liability, environmental, executive risk, flood, outdoor insurance, property, small business, transactional risk, and workers' compensation), Risk Management (including analytic solutions, risk control consulting, and claim consulting), Employee Benefits (encompassing actuarial services, benefits administration technology, clinical wellness, compliance, pharmacy benefit consulting, and retirement consulting), and Personal Insurance (including flood, boat & yacht, private client, and recreational vehicles). These services are delivered across multiple industry specializations including construction, energy, transportation, senior living, real estate & hospitality, and government contracting, with additional educational resources such as webinars, white papers, and success stories to support client decision-making.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Insurance

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Marsh & McLennan Agency LLCcoreStrategic or Co-development PartnerMcGriff is a subsidiary of Marsh & McLennan Agency LLC, which itself is a subsidiary of Marsh McLennon (MMC). This relationship provides access to global insurance markets, broader product capabilities, and the resources of one of the world's leading professional services firms in risk, strategy, and people consulting.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Marsh: Direct operating division of McGriff's ultimate parent (Marsh McLennan). Marsh is the world's largest insurance broker and risk advisor, serving large enterprises and multinationals globally — overlapping with McGriff's enterprise commercial and risk management offerings but at a much larger scale and broader geographic footprint.

Direct peers

• Aon: Global professional services firm offering insurance brokerage, reinsurance brokerage, and risk management across commercial and personal lines. Directly comparable to McGriff in commercial P&C brokerage, employee benefits consulting, and specialty industry practices, with comparable scale.
• Willis Towers Watson: Global advisory, broking, and solutions company providing commercial insurance brokerage, reinsurance, and benefits administration. Competes head-to-head with McGriff in commercial P&C, employee benefits, and risk consulting for mid-market and enterprise clients.
• Arthur J. Gallagher & Co. Large publicly traded US insurance brokerage and risk management firm with comparable scale to McGriff (tens of thousands of employees). Directly overlaps across commercial P&C, employee benefits, and risk management, with similar mid-market and enterprise focus.
• Brown & Brown, Inc. Diversified US insurance broker and risk management firm with comparable scale and a multi-segment structure across commercial, personal, and benefits. Competes with McGriff across commercial lines and specialty programs nationally.
• Lockton Companies: Largest privately held insurance broker in the US, operating across commercial P&C, employee benefits, and risk management with comparable mid-market and enterprise focus. Closest privately held analogue to McGriff in scale and operating model.
• Hub International: Large North American insurance brokerage providing commercial P&C, personal lines, employee benefits, and risk management. Directly comparable in segment mix, mid-market orientation, and acquisition-driven growth strategy.
• USI Insurance Services: Privately held US insurance brokerage and consulting firm with comparable scale (~10,000+ employees), serving middle-market and large commercial clients across P&C, employee benefits, and personal insurance. Closely comparable in operating model and client segmentation.
• AssuredPartners: National US insurance brokerage providing commercial P&C, employee benefits, and personal lines primarily to mid-market clients. Comparable in scale, segment focus, and broad service line offering.
• Alliant Insurance Services: Privately held US specialty insurance brokerage offering commercial P&C, employee benefits, and surety across a wide range of industry verticals. Comparable in scale and specialty-practice orientation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mcgriff
• Xx.com/askbbt
• Facebookfacebook.com/bbtbank

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 BB&T Insurance Services