PAL was started by Bob Morrison who identified a need to help cover the hard to place risks that Brokers are most commonly coming across. In the 1980's PAL was created as a Specialty Insurance Broker.

Original programs were Commercial General Liability, Host Liquor Liability, followed shortly by Personal Contents in Storage Insurance. Over time, PAL has expanded to include many other specialty programs including: Weddinguard, Server Insurance, Safe Grad and Exhibitor Liability. In the last few years, PAL has also created unique niche commercial programs such as ATM & VLT insurance, Event Cancellation and Prize Indemnity Insurance.

Above all PAL has prided itself on offering very competitive prices and excellent coverages while keeping its friendly approach.