At nine years old, Joe Lyman recalls working the cash register at his family’s pharmacies in the Merrimack Valley. The Billerica and Wilmington locations of The Village Apothecary were Middlesex County staples for more than 30 years.

This Monday, the youngest son of the franchising family from Greater Boston, launches his own franchise as he opens Brightway, The Joe Lyman Agency insurance office in Pittsfield.

“I’d help sell everything from candy to lottery tickets,” Lyman recalls. “With my dad working as the pharmacist and my mom serving as the bookkeeper, the rest of the family pitched in all of the time.”

Although Lyman was never a fan of chemistry during his high school days at Matignon School (’94) in Cambridge, becoming a pharmacist was not in his future. Ironically, it would be the pharmacy business that led him into insurance.

“I would hear my dad talking regularly to our customers in the neighborhood about insurance in dealing with their prescriptions,” Lyman recalls. “Whether it be auto, life, home or any insurance coverage business, working with a true heart and mind of a customer is the best prescription for a successful business.”

Passing away four years ago, Lyman’s father left behind a true legacy of customer service which Lyman plans to share with the customers of his franchise. After spending a decade working in health insurance, Lyman is now launching Brightway, The Joe Lyman Agency working with property and casualty coverage.

The 47-year-old Wilmington native holds a bachelor’s degree in communication and advertising from Emerson College (1999) and a master’s degree in journalism from Boston University (2015). Now living in Medford, Lyman is a member of the Boston Ironsides, a team within the Mark Kendall Bingham International Rugby League.

Brightway, The Joe Lyman Agency offers customized Home, Flood, Auto, Boat, Condo, Renters, Personal Articles, RV, Motorcycle, Umbrella, and Life insurance policies from numerous insurance companies. Hours of operation are Monday through Friday from 8:30 a.m. to 5 p.m. (EST) and Saturday/Sunday by appointment. Visit the office at 100 North Street, Suite 400 in Pittsfield, online at or call 508-635-5353.

Brightway’s corporate office staff provides expertise and support in areas including customer service, technology, accounting, marketing, distribution and business analytics. In addition, Brightway handles carrier relations and appointments, as well as support with personnel hiring, licensing, onboarding, training and retention. The company’s signature after-the-sale service empowers Agency Owners, like Joe, to focus on new business sales and provide customers the personalized service they deserve.

About Brightway Insurance

Established in 2008, Brightway grew to become one of the largest privately-owned property/casualty insurance distribution companies in the U.S. with more than 300 franchises in 35 states and more than $1 billion in annual premiums.  Recently, Brightway’s success led to a private equity investment that has infused the company with financial and human capital, and data and analytics access, to accelerate growth and deliver new and exciting market opportunities.

Brightway produces winning outcomes for franchisees and their customers by offering access to customized coverage solutions from a range of insurers paired with full back office and marketing support.  This winning model allows agents and producers to focus on addressing the needs of their customers to become trusted advisors and grow their businesses.

For media inquiries, please contact Don Foley at 904-490-8649