Health Insurance for Individuals, Families, the Self-Employed, and Small Businesses. Explained in Plain English.
Richard "Dick" Tracy · 80+ carriers · Updated August 31, 2026
I'm Dick Tracy. Real name, real job: independent health insurance broker. I help individuals, families, self-employed people, and small businesses find coverage that actually fits, from my home base in Buffalo and across the 25 states where I'm licensed. I'm not tied to any one carrier, so I'm not here to sell you the one plan I happen to have. With 80+ carriers behind me, I show you the whole board, side by side, and you pick. I spent years on the healthcare side of this business, so there's no gag clause on me: you get the tips, the tricks, and the traps. I educate, you decide.
Looking for a health insurance broker near you?
If you searched for a broker near you from anywhere in Western New York, good news: I'm local. Home base is Buffalo, and I work the whole metro every week: Amherst, Williamsville, Cheektowaga, Tonawanda, North Tonawanda, West Seneca, Orchard Park, Hamburg, Lancaster, Depew, Clarence, Kenmore, Grand Island, East Aurora, Lewiston, and Niagara Falls. Five-star reviewed on Google, one agent instead of a call center, and everything happens by phone or Zoom, so "near me" really means "from your couch." Start with the Buffalo broker page or book a free call.
Not in New York? "Near me" still works. I'm licensed in 25 states and have the same conversation with a client in Tampa or Phoenix as with one in Tonawanda: phone or Zoom, plan documents on the screen, real numbers side by side. Find your state in the guides.
Where I’m licensed
Home base is Buffalo, but the badge works in 25 states. If yours is blue on this map, we can work together today, right over Zoom or the phone.
Who I help
How I work
Education first, always. Bring me your situation and I'll show you every option you actually qualify for, with real numbers next to each other: what it costs, what it covers, and where the traps are. Billing codes, allowable rates, prior authorizations, the true price tag. I know that world from the inside, and I'll walk you through it in plain English. No hard sell, ever. If the best answer for you is a plan I don't write, I'll tell you that too. That's the whole detective bit: I find the truth, you make the call.
Start with the free tool everyone needs this year
The marketplace subsidy cliff came back for 2026, and one dollar of income over the line means losing every dollar of help. Most people find out at renewal, when it's too late to plan. Don't be most people: the free 2026 Subsidy Cliff Calculator tells you in 60 seconds which side of the line you're on. No email, no signup.
Common questions, straight answers
Do you only work with small businesses in Buffalo?
No. I help individuals, families, self-employed people, 1099 contractors, and small businesses. Buffalo is home base, and I'm licensed in 25 states: AL, AZ, CA, CO, CT, DE, FL, GA, IN, KY, ME, MD, MA, MI, NJ, NY, NC, OH, PA, SC, TN, TX, VA, WV, and WI. Most of my work happens over Zoom or the phone, so where you live just tells me which options are on your table.
What does it cost to work with an independent broker?
Nothing extra. Brokers are paid by the insurance carriers, and a plan's price is the same whether you buy it through a broker or on your own. The difference: on your own you see one slice of the market. With me you see the whole board, 80+ carriers, side by side.
Is the healthcare.gov marketplace my only option?
No, and that's the most expensive myth in health insurance. The marketplace is one option, and with a good subsidy it can be the right one. But there are private plans outside it, coverage built for the self-employed, and small-group strategies it never shows you. Compare everything before you assume.
What kinds of coverage do you work with?
Health insurance first: private medical plans, pre-established ERISA group plans, small-group options, and the marketplace when it is the right tool. Around that core I use the supporting pieces where they make sense: accident coverage, critical illness, hospital indemnity, gap protection, and dental. I call it building a house: a solid roof for the catastrophic stuff and the right rooms for everyday life, instead of one oversized, overpriced plan.
How do we get started?
Two easy doors: book a free 30-minute call below, or fill out the quick details form and I'll do my homework before we ever talk. Either way, step one is education, not a pitch. I educate, you decide.
Is there a health insurance broker near me in Buffalo or Western New York?
Yes. I'm based in Buffalo and I serve the whole metro: Amherst, Williamsville, Cheektowaga, Tonawanda, North Tonawanda, West Seneca, Orchard Park, Hamburg, Lancaster, Depew, Clarence, Kenmore, Grand Island, East Aurora, Lewiston, and Niagara Falls. It costs nothing extra: in New York the carrier pays the broker and the premium is filed with the state, so the price is the same with or without me. Everything happens by phone or Zoom, and I'm licensed in 25 states if you're outside New York.
Watch: what my clients say (2 min)
“We used Richard for our family’s health insurance and it’s been amazing. He’s saving us thousands of dollars a year. We’ve got our whole family using him, even our married children.”Mike Cornelius, family client
“He walked me through all the steps, from prescriptions to doctors to blood work. I just send him a question and he takes care of it. He put me on a really good plan.”Scott, individual client
“I was a little uncertain about how things work, and it’s too much for me to do. I don’t do that for a living, but Dick Tracy does. Highly recommended by me and our company, Axis Mechanical.”Commercial client, Axis Mechanical
30+ five-star reviews on Google. A few in reviewers’ own words (read them all on Google):
“He took the time to show me tons of options I didn’t know were available and found I could save $500 per month over what I had thought. Do yourself a favor and reach out to him.”Megan D., Google review
“Dick helped our family find an alternative to COBRA. He listened to what we needed, ran all the numbers and thoroughly explained everything. He is very knowledgeable and I highly recommend you talk with him if you’re looking for health insurance.”Ellen M., Google review
“Richard is great at helping people to achieve the impossible with the knowledge he has to help small business owners like myself to grab affordable health care.”Trey P., Google review
“Extremely knowledgeable! Great guy, and wonderful service. Highly recommend! Meeting with him costs you nothing and could save you thousands!”Meagan M., Google review
Read the full transcript
Mike Cornelius: “Hi, my name is Mike Cornelius and we used Richard for our family’s health insurance and it’s been amazing. He’s saving us tons of money. He sends great follow-up videos and teaches you how to take fullest advantage of the insurance you’re using. He’s saving us thousands of dollars a year on our insurance costs, so I highly recommend him. We’ve got our whole family using him. Even our married children are using him. So thanks Richard, we appreciate you.”
Scott: “Good morning, my name’s Scott and I’m doing a shout out to Richard Tracy being my broker. He walked me through all the steps, from prescription stuff to doctors to getting blood work. What he does for me is absolutely amazing. I just send him a question or send him something and he takes care of it. Call Richard and he will definitely hook you up. He put me on a really good plan. Richard, thank you so much for helping me out. I appreciate you.”
Client at Axis Mechanical: “Hey good people. I just wanted to take a quick second to let you know about my insurance agent, Dick Tracy. He’s really helped me out a lot. I was a little uncertain about how things work, and it’s too much for me to do. I don’t do that for a living, but Dick Tracy does. So get in touch with this guy if you’re looking for insurance. He’s highly recommended by me and our company, Axis Mechanical. We’re taken care of with him, and I just wanted to give him a little bit of love and let him know that we appreciate him, and that you should try it too.”
A fourth client: “Richard Tracy helped me with a couple of things. I knew some things about health care, but he opened my eyes to some things I absolutely did not know and educated me so I could be more responsible about my health care, knowing my rights and navigating the whole universe of health care, which seems to be made to confuse people. He made it easier for me, and he’s available whenever I have questions or need to follow up.”
Tell me your situation and I'll show you your real options with real numbers, side by side. No hard sell, ever. I educate, you decide.
Grab a time right here
Pick a slot below and it lands on both our calendars. No phone tag, no hard sell. I educate, you decide.