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Sponsored by: Insurance Marketing Agencies (IMA)
May 6, 2025 Business Profiles 2025

A New Generation Leads IMA into the Next Century

Photos/ Courtesy IMA L-R: Laura Herman, Peter Herman, and Max Herman with Lois Herman, daughter of the founder

As larger players in the insurance market grow, reduced local presence and staffing make it impossible to maintain standards of service. That’s why independent agencies, who remain accountable to their customers rather than shareholders, are able to maintain the highest level of service in the industry.

At Insurance Marketing Agencies (IMA), outstanding service and a view towards the long-term success of our clients isn’t just a posture – its in our DNA. And after 100 years in business, we’re entering a new chapter—one defined by both legacy and innovation.

In 2024, as we celebrated our centennial, we also welcomed the fourth consecutive generation of the Herman family into leadership, paving the way for the next century of personalized service and deep expertise in an industry increasingly dominated by consolidation and corporate bureaucracy.

Family Leadership for the Future

Max Herman, great-grandson of our founders, has joined IMA as Vice President of Operations, working alongside his father, Peter Herman (President), and his aunt, Laura Herman (CEO). Together, they embody a rare continuity of service, trust, and institutional knowledge that spans a century.

Max brings not only a deep respect for the company’s heritage but also a fresh perspective gained from his time at Marsh, Inc., a leading global risk management firm. There, he specialized in complex accounts in the Real Estate, Manufacturing, and Transportation sectors. Now, he’s implementing best practices to strengthen IMA’s offerings—from improving the client renewal process to creating a more agile, client-facing service team.

“We’re building a structure that ensures highly technical work is completed with precision while offering 24/7 service to our clients,” Max said.

Your Trusted Partner in an Uncertain World

Today’s business environment is volatile, with rising costs, inflationary pressures, and looming tariff risks. Yet IMA, founded in an era of uncertainty 100 years ago, remains a steady hand for clients navigating change. Our deep loyalty, legacy expertise, and proactive approach allow us to help clients mitigate risks and control costs in ways many larger firms simply can’t.

“Our goal is to be one of the most trusted advisors to our insureds,” Max said.

With boots on the ground, an independent claims team, and a renewed energy for the future, IMA remains uniquely positioned to serve businesses and individuals seeking truly personalized, expert insurance solutions.

Learn more at www.imaagency.com.

Street Address: 306 Main St Worcester, MA 01608

Phone Number: 508-753-7233

Fax Number: 508-754-0487

Website: www.imaagency.com

Product or Service Description: Insurance Agency - we specialize primarily in commercial coverage and are independent & family owned

Number of Employees: 50

Head of Company and Title: Laura and Peter Herman, owners/heads of company

Year Founded: 1924