Acacia Insurance

What Acacia Insurance does

Acacia Insurance is a privately held independent insurance brokerage and risk management firm headquartered in Waltham, Massachusetts, founded in 1988 by Edward A. Ellis (originally as The Ellis Insurance Agency) and later rebranded to Acacia Insurance. The firm is operated today by founder's son Adam Ellis (Principal) and Dan Frankel (Partner, joined 2008) as a boutique shop serving affluent families and high-net-worth individuals alongside middle-market commercial clients across New England and nationally, holding multi-state insurance licenses. Service lines span personal insurance (home, vehicle, valuable articles, umbrella), commercial insurance (general liability, commercial auto, workers compensation, professional/E&O, D&O, cyber liability, commercial umbrella up to $50M), specialty insurance including a dedicated wine and collectibles program (InsureMyWine.com), and financial planning (401(k) plans and retirement income planning).

The firm's signature process is the Acacia Refresh, a free four-step systematic audit designed to surface coverage gaps and reduce premiums. Acacia operates as a traditional independent agency rather than a technology platform: it places business through an extensive network of regional and national carriers (Chubb Masterpiece, AIG, Hanover Platinum Prestige, Liberty Mutual/Ironshore, among others) and earns commission on each policy placed. Distribution is consultative and sales-led, relying on personalized one-on-one advisory, content marketing via a blog covering high-value asset and commercial topics, organic social presence on Facebook, LinkedIn, and Instagram, and client referrals. Pricing is quote-based, varies by coverage and risk profile, and is not publicly disclosed.

Revenue is generated entirely through carrier commissions on personal, commercial, and specialty placements; the firm offers no subscription or fee-based advisory line on top of commission. The firm has no disclosed institutional investors, no funding rounds, no M&A activity, and operates with a 1-10 employee headcount, indicating an intentionally small boutique model that relies on multi-carrier access and principal-led relationships rather than scale or technology leverage as its core advantage.

Name

Acacia Insurance

Legal name

Acacia Insurance

Website

https://acaciainsurance.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Acacia Insurance is a privately held, multi-state licensed independent insurance brokerage based in Waltham, Massachusetts, serving affluent families and middle-market commercial clients across the U.S. with personal, commercial, specialty (wine, valuables), and financial planning coverage placed through multiple carriers.

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

Personal Excess Liability (High-Net-Worth) (FSAJANAF)

akta.pro secondary industries

Personal Umbrella Insurance (FSAJANAA), Standalone Umbrella Liability (FSAJANAE), Professional Umbrella / Excess (E&O/D&O Wrap) (FSAJANAH)

Keywords

• Independent insurance brokerage
• Personal insurance services
• Commercial insurance brokerage
• High-net-worth insurance
• Specialty insurance coverage

Headquarters

HQ city

Waltham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: As an independent insurance agency, Acacia Insurance generates revenue through commissions paid by insurance carriers for placing policies. They access an extensive network of regional and national insurance carriers to craft custom solutions for clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Acacia Insurance is an independent risk management and insurance brokerage firm that places personal, commercial, and specialty insurance policies with regional and national carriers on behalf of clients. The firm offers personal lines (home, vehicle, valuable articles), commercial lines (general liability, commercial umbrella, cyber, professional liability/E&O, workers compensation, D&O, business auto), specialty coverage (wine collections, fine arts, collectibles, high-value homes), and retirement/financial planning services, anchored by its proprietary four-step Acacia Refresh consultative coverage review process.

Product overview

Acacia Insurance is an independent risk management firm offering a comprehensive portfolio of insurance products and financial services. The company operates primarily as a traditional insurance brokerage, structuring its offerings across personal insurance (home, vehicle, valuable articles), commercial insurance (business coverages, umbrella, liability), specialty insurance (wine collections through InsureMyWine.com, collectibles, watercraft), and financial planning services. Their signature offering is Acacia Insurance Refresh, a four-step systematic consultative process for coverage analysis. The company leverages carrier relationships with major insurers including Chubb, AIG, Hanover, and Liberty Mutual to provide coverage options. The product portfolio is organized as a collection of distinct product lines rather than a unified platform with modules.

Differentiator

Problem solved

Functional benefit

Brands

• InsureMyWine.com: Dedicated wine insurance program operated by Acacia Insurance for wine and collectible liquors such as whisky and bourbon.

Products and services

• Home Insurance Coverage for primary and secondary residences including dwellings, personal property, liability, loss of use, vacation homes, and high-value homes via premier carriers such as Chubb Masterpiece, AIG, and Hanover Platinum Prestige. Designed for affluent families, homeowners, and secondary property owners.
• Vehicle Insurance Coverage for automobiles including standard policies, classic and collector cars, motorcycles, off-road vehicles, RVs/motorhomes, and snowmobiles. Offered to individual consumers and collectors of high-value vehicles.
• Valuable Articles Insurance Coverage for high-value personal assets including fine arts, jewelry, collectibles, musical instruments, antiques, silverware, crystal, furs, and wine collections. Scheduled Valuable Possessions coverage offered through Chubb Masterpiece with limits up to 150% of appraised value for affluent collectors.
• Acacia Insurance Refresh A proprietary four-step systematic consultative process for eliminating gaps and inconsistencies in coverage, reducing premiums, and improving overall insurance protection. Free service offered to clients across personal and commercial lines.
• Commercial General Liability Insurance Coverage for slip-and-fall bodily injury claims, property damage, personal and advertising injury, and products/completed operations. Offered to mid-market commercial clients across multiple industries.
• Commercial Umbrella Insurance Stand-alone umbrella policies providing liability limits from $1 million to $50 million, available for over 300 ISO business classes. Sells excess liability protection for middle-market commercial clients.
• Cyber Liability Insurance Protection against data breaches, electronic theft, denial-of-service attacks, copyright infringement, cyber extortion, data recreation, network security liability, and privacy liability for business clients.
• Professional Liability (Errors & Omissions) Insurance Errors and omissions coverage for professional firms including accountants, attorneys, consultants, IT providers, engineers, architects, and financial services against liability for professional mistakes.
• Workers Compensation & Employers Liability Insurance Coverage protecting employers against legal liability for employee bodily injury. Includes options for guaranteed cost plans, dividend plans, and self-insured groups for middle-market businesses.
• Directors & Officers Liability (D&O) Insurance Protection for directors and officers from claims concerning managerial decisions with negative financial impact. Served across for-profit, not-for-profit, and educational institutions.
• Business Auto Insurance Coverage for business vehicles including physical damage, liability, uninsured/underinsured motorist coverage, vehicle registration and compliance management, and employee substance testing programs.
• Vacation Home Insurance Coverage for secondary homes distinguishing between owner-occupied, seasonal, secondary, primary, tenant-occupied, and short-term rental property classifications.
• Green Insurance Upgrade Commercial coverage allowing businesses to replace standard systems with green alternatives after a loss, including LEED-accredited professional oversight, building commissioning, and green consulting services.
• InsureMyWine.com Wine Collection Insurance Dedicated wine insurance program offering comprehensive wine and collectible liquor (whisky, bourbon) protection including blanket and itemized coverage, power outage coverage, mechanical breakdown protection, worldwide coverage, loss control, appraisal services, and inventory systems.
• Financial Planning Services Retirement savings and retirement income planning, 401(k) plan services, and employer and group benefit programs for individuals and businesses.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and supporting.

• InsureMyWine.comcoreGTM or Marketing PartnerDedicated wine insurance program operated by Acacia Insurance. Provides comprehensive wine protection programs, loss control, appraisal services, and inventory systems for wine and collectible liquor collections.
• Classic WinesupportingStrategic or Co-development PartnerWine advisory services partner providing expertise for wine collection valuations and insurance assessments through the InsureMyWine.com program.
• The Wine MoversupportingStrategic or Co-development PartnerWine logistics partner providing transportation and logistics services for wine collections, integrated with the InsureMyWine.com insurance program.
• Cork CounselsupportingStrategic or Co-development PartnerWine appraisal partner including a Master of Wine, certified wine appraiser, and attorney. Performs appraisals and provides brokerage services for unique wine collections with over 50 years experience in the fine wine business.
• Chubb MasterpiececoreTechnology or IntegrationPremier coverage option for high-value homes offered through Acacia Insurance. Provides higher limits and broader coverage than standard policies with replacement cost coverage for personal property.
• AIGcoreTechnology or IntegrationInsurance carrier partner for high-value home coverage and specialty wine insurance, offering blanket and bottle-by-bottle coverage options for wine collections.
• Hanover Platinum PrestigesupportingTechnology or IntegrationPremium insurance carrier partner for high-value homes providing exceptional coverage options designed exclusively for high value properties.
• Ironshore (Liberty Mutual)supportingTechnology or IntegrationSpecialty wine insurance provider offering blanket and bottle-by-bottle coverage options for wine collectors, recommended for lower-value collections and higher-value vintages respectively.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brown & Riding Insurance Services: Specialty wholesale brokerage with niche expertise across property, casualty, and personal lines including high-value collectibles - comparable specialty distribution role to Acacia.
• Woodruff Sawyer: Independent, employee-owned commercial and HNW personal-lines brokerage offering middle-market commercial and high-net-worth personal coverage - a close structural analog to Acacia's boutique model.
• RPS (Risk Placement Services): Specialty wholesale and retail insurance brokerage with deep carrier access and middle-market/HNW expertise, analogous to Acacia's multi-carrier boutique positioning.
• IMA Financial Group: Independent brokerage focused on middle-market commercial risks with specialty practice areas - comparable in serving complex commercial clients through a relationship-driven boutique approach.
• PURE Group of Insurance Companies: Member-owned insurer and agency serving HNW households with high-value home, auto, umbrella, and collections coverage - the closest product-overlap competitor to Acacia's HNW personal-lines book.
• Burns & Wilcox: Specialty insurance wholesaler and brokerage focused on high-value personal and commercial lines including umbrella, valuable articles, and excess/surplus coverage - directly comparable to Acacia's HNW specialty distribution model.
• NFP (an Aon company): Middle-market-focused insurance brokerage with significant personal lines and commercial business, including specialty and HNW offerings - comparable target client profile and product mix to Acacia.

Broad incumbents

• HUB International: Large national brokerage serving middle-market commercial and personal-lines clients including HNW households; competes with Acacia for the same mid-market accounts but at much greater scale and geographic breadth.
• USI Insurance Services: National middle-market commercial and personal-lines brokerage built largely through roll-ups of independent agencies; an aggressive consolidator competing for the same middle-market and HNW clients Acacia serves.
• Marsh McLennan: Global insurance brokerage whose Private Client Services / personal-risk division targets UHNW households with umbrella, valuable articles, and specialty coverage - the incumbent benchmark in Acacia's HNW personal-lines space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/AcaciaInsurance
• LinkedInlinkedin.com/company/acaciainsurance
• Instagraminstagram.com/acaciainsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Acacia Insurance