Bringing Institutional Insurance Expertise to Growing Businesses as JLM Risk Management Marks Three Decades of Advisory Work

Three decades after its founding, JLM Risk Management reflects on a journey shaped by experience at the highest levels of the insurance industry and a deliberate decision to bring that expertise to companies that often operate outside the spotlight of large corporate advisory services.

The firm traces its origins to the mid-1990s, when founder and CEO Joseph L. Moore worked in the insurance brokerage industry and gained exposure to both national and regional markets. According to Moore, a turning point arrived during preparations for the 1996 Olympic Games in Atlanta, when vendors from around the world needed insurance coverage that satisfied the city’s strict operational requirements. That moment led to the development of a structured insurance program designed to help vendors meet those standards efficiently.

“The vendors needed insurance that aligned with the city’s requirements,” Moore explains. “We created a program that allowed them to access coverage that was already structured to meet those obligations.”

The project helped establish the foundation for a firm that would later expand into broader commercial risk advisory. Moore notes that early opportunities quickly followed. One of the most formative experiences involved working with franchise operators connected to a national restaurant brand organization at the time. The assignment required building a dedicated insurance program tailored to franchise businesses operating on tight margins.

Moore recalls that the program resonated with operators because it addressed the financial realities they faced. “These businesses were operating with very thin margins,” he says. “Helping them structure insurance in a way that made economic sense created immediate impact.”

As the firm developed, JLM Risk Management began taking on assignments connected to larger organizations as well. Moore explains that work involving national and global companies offered valuable insight into the service standards and operational frameworks used by major brokerage firms. Those experiences, he says, later influenced the direction of his own company.

According to Moore, the defining realization came when he recognized that many middle-market companies rarely received the same level of advisory attention typically reserved for large enterprises. That observation shaped the firm’s long-term focus.

“Our background gave us exposure to how the largest organizations approach risk,” Moore says. “The opportunity was to bring that same level of professionalism and structure to companies that were smaller but growing quickly.”

Today, JLM Risk Management operates as a consulting-driven brokerage specializing in commercial property and casualty insurance, safety strategy, and loss-control advisory services. Moore emphasizes that the firm’s approach is designed to move beyond simple price comparisons or short-term transactions.

From his perspective, insurance decisions often represent one of the most significant operating expenses a company faces after payroll. As a result, the advisory process must extend beyond quoting policies. “The insurance business can sometimes become transactional,” Moore explains. “Our goal is to demystify the process and help clients understand how risk decisions affect the future of their operations.”

Relationship building plays a central role in that philosophy. Moore believes that effective advisory work requires a detailed understanding of a client’s broader objectives, including operational challenges that may not initially appear connected to insurance.

“We want to be a resource for our clients,” he says. “If they are trying to expand, raise capital, or improve operational safety, those conversations influence how their risk strategy should be designed.”

The firm’s consulting model reflects that wider perspective. Moore notes that the team often works alongside specialists in areas such as estate planning, workplace safety, and business operations in order to help clients evaluate long-term decisions from multiple angles.

Another dimension of the firm’s work involves supporting entrepreneurs and businesses operating within communities that historically had fewer advisory resources available. He explains that personal experiences, including his education, helped shape his commitment to building trusted relationships with a wide range of business owners.

“There is a level of communication and trust that becomes possible when people feel understood,” Moore says. “Our goal is to bring expertise and guidance to businesses that are working hard to grow.”

For Moore, the firm’s 30-year milestone represents both reflection and forward momentum. While the company has grown steadily, he frames the anniversary as only part of a much longer vision.

“Our objective has always been to build a firm that lasts,” Moore says. “Thirty years is meaningful, but in our minds, it is one step toward creating a company that will still be serving clients decades from now.”