The Liberty Company

What The Liberty Company does

The Liberty Company Insurance Brokers is a privately held, family-owned independent insurance brokerage founded in 1987 by Bill Johnson (currently Chairman and CEO, with Jerry Pickett as President). Headquartered in Gainesville, Florida, the firm operates as a multi-line platform licensed in all 50 states, distributing commercial insurance, personal insurance, and employee benefits through three channels: a self-serve website quote system, an Agency Partnership program for entrepreneurial producers, and a regional field-sales/local-agent network with offices in California, Florida, Illinois, Colorado, and Ohio. Core product lines include Commercial Insurance (General Liability, Workers' Compensation, Commercial Auto, D&O, E&O, EPLI, M&A Insurance, Cyber Liability, Professional Liability), Personal Insurance (Home, Life, Auto, Private Client for high-net-worth), and Employee Benefits (Medical, Dental, Vision, captive insurance programs). Specialty practices covering Healthcare Services, Behavioral Health (ABA), Construction, Real Estate, Farm & Agriculture, and Transportation account for 11% of total revenue.

The business model is commission-based brokerage revenue, earned on policies placed with carriers rather than risk-bearing premium income. Pricing is quote-based and not publicly disclosed. The company has pursued an aggressive roll-up strategy, completing 12 partnerships and acquisitions in 2025 alone and more than 50 cumulative transactions since 2019, which together with strong organic producer output drove revenue to $222.4 million in 2025 (16.3% year-over-year growth, well above the 9.4% industry organic average). Supporting service lines — Business Solutions (Human Capital Management, HR Services, Retirement Solutions, Risk Management) and differentiated products such as LibWell Wellness Benefit Program and Liberty Collateral Protection (lender-placed insurance claimed to cut costs by up to 30%) — extend wallet share within existing accounts and create additional distribution surface area.

Liberty's go-to-market combines a partnership-led acquisition strategy (the Agency Partnership program offers producers administrative support, HR, carrier access, and growth financing) with deliberate senior producer hiring to seed new geographies — most recently Colorado (Krista Price), Ohio (Rachel Jones), and expanded California coverage via Liberty Naranjo (Matt Watson, ex-Gallagher). An exclusive partnership with CNA for Lawyers Professional Liability in California, Hawaii, and Nevada provides specialty differentiation in the legal vertical. Headcount is reported in the 501–1,000 range, and the firm has accumulated multiple industry awards in 2026 (Insurance Business America Fast Brokerages, Inc. Regionals Southeast, Inc. Best Workplaces, PropertyCasualty360 Insurance Luminaries Finalist).

Name

The Liberty Company

Legal name

The Liberty Company Insurance Brokers

Website

https://libertycompany.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Liberty Company is a privately held, family-owned independent insurance brokerage founded in 1987, licensed in all 50 states, distributing commercial, personal, and employee benefits insurance to businesses and individuals through agency partnerships, direct quote systems, and regional offices across the U.S.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industries

Retail (Personal Lines) Insurance Brokerage (FSAEADAA), Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

Keywords

• Commercial insurance brokerage
• Personal lines insurance
• Employee benefits consulting
• Insurance risk management
• Agency partnership platform

Headquarters

HQ city

Woodland Hills

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Liberty generates revenue through commissions earned on insurance policies placed with carriers for commercial insurance, personal insurance, and employee benefits. The company has grown through acquisitions and partnerships, completing 12 transactions in 2025 to bring its cumulative total to more than 50 since 2019.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

The Liberty Company Insurance Brokers is a family-owned, independent insurance brokerage licensed in all 50 states that places commercial insurance, personal insurance, and employee benefits coverage with carriers on behalf of clients. The firm also offers risk management, human capital, retirement, HR, and wellness advisory services, and runs an agency partnership platform that provides producers and agency owners with administrative support, carrier access, and growth financing.

Product overview

The Liberty Company is a family-owned, independent insurance brokerage licensed in all 50 states, founded in 1987. The company operates as a platform model offering three core product lines—Commercial Insurance, Personal Insurance, and Employee Benefits—alongside a Business Solutions service bundle. Commercial Insurance includes General Liability, Workers' Compensation, Commercial Auto, Professional Liability (for lawyers, accountants, dentists), Cyber Liability, and Specialty Programs (Healthcare, Construction, Real Estate, Trucking, Farm & Agriculture, ABA). Personal Insurance covers Home, Auto, Life, and Private Client services for high net worth individuals. Employee Benefits encompasses medical, dental, vision options plus captive insurance programs. Business Solutions provides Human Capital Management, HR Services, Retirement Solutions, Risk Management, and the LibWell Wellness Program. The company also offers an Agency Partnership program for entrepreneurial producers and agency owners.

Differentiator

Problem solved

Functional benefit

Brands

• LibWell Wellness Benefit Program: Customized wellness programs, coaching, resources, and events through experienced third-party partners.
• Liberty Collateral Protection
• Liberty Naranjo

Products and services

• Commercial Insurance Comprehensive business insurance coverage including General Liability, Workers' Compensation, Commercial Auto, D&O, E&O, EPLI, and M&A Insurance for businesses across all 50 states.
• Personal Insurance Individual and family insurance coverage including Home, Life, Auto, and Private Client services for high net worth clients with coverage for homes, vehicles, collectibles, and watercraft.
• Employee Benefits Employer-sponsored benefits including Medical Options, Group Dental, Vision, and captive insurance programs designed to help employers manage costs and provide comprehensive health coverage.
• Cyber Liability Insurance Financial protection against cyber threats covering business interruption, data breach response, cyber extortion, network security, and regulatory defense for businesses of all sizes.
• Professional Liability Insurance Errors and omissions coverage for professionals including lawyers, accountants, and dentists, protecting against claims of negligence, errors, or omissions in professional services.
• Specialized Trucking Insurance Transportation industry insurance covering commercial trucking liability, physical damage, motor truck cargo, and excess liability for trucking operations.
• Business Solutions Suite of business advisory services including Human Capital Management, Human Resource Services, Retirement Solutions, Risk Management, and the LibWell Wellness Benefit Program.
• Liberty Collateral Protection Customized lender-placed insurance protecting financial portfolios, offering coverage that can cut costs by up to 30%.
• LibWell Wellness Benefit Program Customized wellness programs, coaching, resources, and events through a network of third-party partners.
• Agency Partnerships Platform for agency owners to partner with Liberty, offering administrative support, HR services, carrier network access, producer technology stack, and growth financing.
• Specialty Programs Industry-specific insurance programs covering Healthcare Services, Behavioral Health (ABA), Construction, Real Estate, Farm & Agriculture, Transportation, and other verticals.

Segments4 records

Ideal customer profiles3 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.

• CNA (Canadian National Insurance)coreStrategic or Co-development PartnerLiberty has an exclusive partnership with CNA for Lawyers Professional Liability insurance. This exclusive agency relationship provides coverage for firms with up to 50 attorneys in California, Hawaii, and Nevada. The partnership offers personalized claims handling with attorney claims professionals averaging more than 16 years of experience, engagement letter review, risk control hotline, full prior acts coverage, and free retirement tail options.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Lockton Companies: Largest privately held insurance brokerage in the U.S., operating commercial, benefits, and personal lines through a partnership-led model. Demonstrates the long-term scale opportunity for private brokerages like Liberty that retain partnership cultures.
• Risk Strategies: PE-backed national brokerage built through regional acquisitions, focused on specialty commercial and personal lines. Direct comp on M&A strategy, regional office model, and specialty vertical emphasis.
• Alliant Insurance Services: Privately held specialty-focused brokerage with similar diversified commercial and benefits book and a partnership-oriented culture. Comparable in scale and strategic positioning as a private, growth-oriented brokerage.
• USI Insurance Services: PE-backed brokerage built largely through acquisitions, offering commercial, personal, and employee benefits coverage with strong industry specialization. Mirrors Liberty's growth-by-acquisition approach and segment mix.
• Brown & Brown: Public insurance brokerage delivering commercial, personal, and benefits products through a decentralized, partnership-driven model very similar to Liberty's. Comparable in its M&A-led growth and segment diversity, though materially larger and publicly traded.
• Hub International: PE-backed insurance brokerage with a comparable decentralized model, regional office footprint, and aggressive acquisition strategy. Operates commercial, personal, and benefits lines with similar producer-partnership economics.
• Acrisure: One of the fastest-growing insurance brokerages globally, executing an M&A-led platform strategy across commercial, personal, and specialty lines. Closely comparable to Liberty's roll-up model and growth trajectory, though at materially larger scale.
• NFP (an Aon company): PE-origin, now Aon-owned brokerage focused on middle-market commercial and benefits. Highly comparable on producer-partnership model, M&A history, and benefits-heavy mix.

Broad incumbents

• Arthur J. Gallagher: Large public global brokerage offering commercial, personal, and benefits across a much broader portfolio. Directly competes with Liberty on mid-market commercial and benefits but operates at far larger scale.
• Marsh McLennan: Global incumbent across risk, brokerage, and consulting. Overlaps with Liberty on commercial P&C brokerage but addresses primarily larger enterprise accounts; relevant as a competitive ceiling for what a scaled brokerage platform looks like.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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• Instagraminstagram.com/libertycobrokers

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

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 The Liberty Company