CompanyGraph
Occupying a toll-booth position in global risk transfer markets without bearing underwriting risk concentrates value in advisory relationships where each placement deepens institutional knowledge that competitors without similar deal flow cannot accumulate.
A structural look at how an insurance broker built a toll-booth position in global risk transfer markets through data accumulation, advisory relationships, and consolidation.
The Risk Intermediary
Marsh (MMC) McLennan is the world’s largest insurance broker and risk advisory firm. Insurance brokers do not bear risk and do not pay claims. They sit between entities that need risk transferred and the capital providers willing to absorb it, earning fees on both sides. This intermediary position—when combined with scale, data, and relationships—creates economics that are difficult to replicate and remarkably durable.
Most observers think of insurance brokerage as a commodity service: finding policies, comparing prices, placing coverage. At the commercial and specialty level where Marsh operates, brokerage is something structurally different. Large corporations face risks that are complex, unique, and often unquantifiable without deep expertise. The broker who understands the client's operations, risk profile, and exposure history becomes embedded in the decision-making process. Switching brokers means transferring institutional knowledge that took years to accumulate.
Understanding Marsh McLennan's arc reveals how a professional services firm built compounding structural advantages through data accumulation, advisory depth, and deliberate acquisition of adjacent capabilities. The company's current position reflects choices and accumulations spanning over a century.
The Long-Term Arc
Marsh McLennan's development follows a pattern common to professional services firms that achieve dominance: early specialization, geographic expansion, capability broadening, and consolidation into a multi-service platform. Each phase reinforced the next.
The Brokerage Foundation (1871–1960s)
The firm traces its origins to 1871 when Henry Marsh founded a brokerage in Chicago. The early decades involved building relationships with large industrial clients who needed coverage for complex operations—factories, railroads, shipping. Donald McLennan joined and expanded the firm's reach. By the early twentieth century, the company had established itself as a broker for large, complex commercial risks rather than personal or small-business insurance.
This early specialization in complex commercial risk proved structurally important. Commodity insurance brokerage—homeowners, auto, small commercial—competes on price and convenience. Large commercial brokerage competes on expertise, relationships, and the ability to structure coverage for risks that do not fit standard policies. The firm chose the segment where advisory value—and therefore pricing power—was highest.
Building the Advisory Platform (1960s–1990s)
The critical strategic transformation began when Marsh McLennan expanded beyond pure insurance brokerage into consulting and advisory services. The acquisition of Mercer in 1959 added human resources and benefits consulting. The later addition of Oliver Wyman brought management consulting focused on financial services and risk. These were not random diversifications. Each acquisition extended the firm's advisory relationship with the same corporate clients.
A company that relied on Marsh for insurance placement might also use Mercer for employee benefits design and Oliver Wyman for risk management strategy. The multi-service relationship deepened switching costs and increased revenue per client. The advisory platform created informational advantages—the firm accumulated knowledge about client operations, risk exposures, industry patterns, and claims histories across thousands of engagements.
Scale, Consolidation, and Data Dominance (2000s–Present)
The modern era has been defined by consolidation. Insurance brokerage has concentrated into three dominant global firms—Marsh McLennan, Aon, and Willis Towers Watson—with Marsh consistently the largest. This consolidation reflects the structural economics of the business: scale provides negotiating leverage with insurers, data across thousands of clients enables better risk assessment, and global operations serve multinational corporations that need coordinated coverage across jurisdictions.
The data advantage has compounded over decades. Marsh processes placement data from thousands of the world's largest companies. This data—what risks exist, how they are priced, which insurers perform, how claims develop—creates analytical capabilities that smaller brokers cannot replicate. The firm knows, with statistical confidence, what coverage should cost and which insurers deliver. This informational asymmetry strengthens the advisory relationship and makes the broker's recommendation difficult for clients to independently verify or challenge.
Structural Patterns
- Toll-Booth Economics — Marsh earns fees when risk is transferred between corporations and insurers. The broker does not bear underwriting risk, does not pay claims, and does not commit capital to loss events. Revenue flows from facilitating transactions that both sides require.
- Data Accumulation Advantage — Decades of placement data across thousands of clients create analytical capabilities that newer or smaller competitors cannot match. This data advantage compounds with each transaction processed.
- Advisory Switching Costs — Brokers accumulate deep knowledge of client operations, risk profiles, and claims histories. Replacing a broker means the new firm starts without this institutional knowledge, creating friction that discourages switching.
- Multi-Service Deepening — Insurance brokerage, benefits consulting, and management advisory serve the same corporate clients through different entry points. Each service strengthens the overall relationship and increases the cost of displacement.
- Consolidation Dynamics — Insurance brokerage has concentrated into a small number of global firms. Scale provides negotiating leverage, data advantages, and the global footprint that multinational clients require.
- Counter-Cyclical Revenue Characteristics — When insurance markets harden and premiums rise, brokerage commissions—often calculated as a percentage of premium—increase automatically. The broker benefits from the same market conditions that concern its clients.
Key Turning Points
The expansion beyond pure brokerage into consulting represented the most consequential structural transformation. When Marsh McLennan acquired Mercer and later Oliver Wyman, it converted from an insurance intermediary into a professional advisory platform. This shift changed the nature of client relationships from transactional placement to ongoing strategic counsel. The multi-service model created revenue streams with different cyclical characteristics—consulting fees are less tied to insurance market conditions than brokerage commissions—providing stability that pure brokers lack.
The 2004–2005 bid-rigging investigation by then-New York Attorney General Eliot Spitzer represented both a crisis and a structural inflection point. The investigation revealed practices where brokers steered business to insurers in exchange for contingent commissions. The resulting reforms—eliminating certain commission structures and increasing transparency—actually benefited the largest brokers by formalizing practices and raising compliance costs that smaller competitors struggled to absorb. The industry emerged more consolidated and more transparent, with the major brokers' positions reinforced rather than weakened.
The decision to remain independent while competitors pursued mega-mergers—most notably the attempted Aon-Willis Towers Watson combination—reflected confidence in organic growth and targeted acquisitions. Marsh McLennan has consistently grown through bolt-on acquisitions of specialty brokers and consulting firms, adding capabilities and client relationships without the integration risks of transformative mergers. This disciplined approach has allowed the firm to maintain cultural coherence while steadily expanding its footprint.
Risks and Fragilities
The insurance brokerage model depends on complexity. If corporate insurance purchasing were simple—standardized products, transparent pricing, automated placement—the advisory layer would lose value. Insurtech platforms that simplify commercial insurance placement could reduce the broker's informational advantage. For the largest and most complex risks, this threat remains distant. For mid-market commercial business, the threat is more immediate and the margin pressure more tangible.
Regulatory and legal risk persists. The bid-rigging investigation demonstrated that brokerage practices face scrutiny. The dual revenue model—earning fees from clients while also receiving commissions or placement fees from insurers—creates inherent conflicts of interest that regulators periodically examine. Future regulatory changes could restrict certain revenue streams or impose transparency requirements that alter the economics of placement.
Concentration among clients creates dependency. Marsh McLennan's largest clients represent significant revenue relationships. The loss of a major client—through competitive displacement, industry consolidation, or insolvency—would affect results. More broadly, the consulting businesses face the same labor market challenges as all professional services firms: attracting, developing, and retaining talent is essential when the product is expertise delivered by people.
What Investors Can Learn
- Intermediary positions can be extraordinarily durable — When both sides of a transaction need the intermediary for expertise, data, and access, the toll-booth position persists even as the underlying markets evolve.
- Data advantages compound silently — Each year of transaction data strengthens analytical capabilities that competitors cannot acquire through investment alone. Time becomes a structural barrier.
- Advisory relationships create switching costs without contracts — When a service provider accumulates deep institutional knowledge, the cost of switching is not a termination fee but the loss of understanding that took years to build.
- Crisis can accelerate consolidation — Industry scandals that raise compliance costs disproportionately burden smaller competitors, often strengthening the position of the largest firms that triggered the scrutiny.
- Multi-service platforms deepen client dependency — Adding adjacent services to an existing client relationship increases the value of the overall relationship and the difficulty of displacement.
Connection to CompanyGraph's Philosophy
Marsh McLennan's story illustrates how structural position—intermediary economics, data accumulation, advisory switching costs—creates durability that financial statements only partially reveal. The company's competitive advantages are not visible in any single quarter's results but emerge from patterns established over decades. Understanding these structural dynamics, rather than reacting to short-term performance, reflects CompanyGraph's approach to identifying businesses whose positions are more durable than surface analysis suggests.