For more than a century, Insurance Marketing Agencies (IMA) has been a steady presence in Worcester, growing alongside the businesses and families it serves. Founded in 1924 and still family owned, the agency is now led by the third and fourth generations of the Herman family. From its Worcester headquarters, IMA has become one of New England’s largest independent insurance agencies, with more than 50 professionals delivering commercial, personal, employee benefits, and life insurance solutions.
At our core is a simple belief: Insurance should be personal. As a full-service independent agency, we take a holistic approach to risk, helping clients protect not just individual assets, but the full picture of their financial well-being. We cater to business owners who value a premier level of service above all else, as well as individuals and families seeking long-term, trusted relationships. In an industry increasingly shaped by consolidation and large, shareholder-driven firms, that independence matters. While many providers have reduced their local presence, we remain firmly rooted in the community we serve. We are accountable to our clients, not shareholders, which allows us to build relationships designed to last.
A defining strength of IMA is our commitment to claims advocacy. We are one of the few agencies of our size to maintain an in-house claims team, supporting clients from first notice through final resolution. The claims process can often feel uneven, with individuals and businesses navigating complex systems against experienced carriers. We work to level that playing field, guiding clients from their side of the table and helping them make informed, confident decisions at every step.
We are also known for solving complex challenges. Not all risks fit neatly into standard categories, and unconventional exposures require more than off-the-shelf solutions. With deep industry expertise, an average of 13 years of experience across our staff, and long-standing carrier relationships,
we bring both creativity and precision to difficult situations. While our team may be more nimble in size, our reach extends far beyond it, allowing us to deliver tailored strategies that address risk without limiting opportunity.
Underpinning it all is a legacy that is deeply tied to Worcester. Our 100-year history reflects continuity, trust, and a deep understanding of the community we serve. Many of our client relationships span decades, even generations, creating a level of institutional knowledge that is increasingly rare. “Worcester isn’t just where we work, it’s who we are,” says Max Herman, vice president and a member of the fourth generation. “Our history here shapes how we serve our clients. We’re invested in their success because this community is our home.”
That same sense of responsibility extends beyond our clients and into the broader community. Our leadership team is actively involved in local and statewide organizations, from nonprofit board service to youth coaching. CEO Laura Herman serves on the board of the Brain Injury Association of Massachusetts, while President Peter Herman supports the Jewish Healthcare Center and the Worcester Jewish community. Across the company, we encourage community involvement through initiatives such as an annual Toys for Tots drive, participation in national health awareness campaigns, and paid volunteer days for employees.
As we look ahead, we remain focused on what has defined IMA for generations: independence, advocacy, deep expertise, and a lasting commitment to Worcester.
