Town Topics — Princeton's Weekly Community Newspaper Since 1946.
Vol. LXIV, No. 28
Wednesday, July 14, 2010
Coldwell Banker Princeton Office

Prudential Fox and Roach, Realtors

Gloria Nilson GMAC Real Estate

Henderson Sotheby's International Realty

N.T. Callaway Princeton Office

Stockton Real Estate, LLC

Weichert, Realtors

Advertise in Town Topics

Iris Interiors

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Weather Forecast

It’s New to Us by Jean Stratton

GENERATIONS OF SERVICE: “We focus on personal, commercial, and sports coverage, including college sports teams. We are an independent insurance provider and an advocate for the consumer.” Principals Doug Borden (left), Jeff Perlman, and Richard Perlman (emeritus) are proud of Borden Perlman’s long history and reputation for service.

Borden Perlman, a Leading Insurance Provider, Is Proud to Celebrate 95 Years Helping Clients

The good news is that you just inherited 1000 bottles of wine, and they are very valuable. In addition, you have come into possession of a rare and also extremely valuable signed baseball from that sport’s golden era.

Now, what to do about insuring such special items? It may be that your current insurance company is not in a position to cover these specialties.

This is where Borden Perlman comes in. Companies, such as AllState, State Farm, Geico and others are direct insurance companies. Borden Perlman is an insurance provider, which represents more than 30 A-rated insurance carriers. It puts the client in touch with an insurance company most appropriate for his or her needs.

As Borden Perlman spokesperson Nancy Faherty points out, “We will help you manage your risk and identify your exposure. For example, where is the best place to get coverage for the wine cellar or the baseball? In addition, you may have a second home in Florida, or an apartment in Paris or London. Not every company can cover those situations.”


“We are able to solve different kinds of problems,” adds principal Jeff Perlman. “This is the most rewarding part of the job. Some problems can be complex.”

Solving problems has been the focus of Borden Perlman since it began in 1915. It was more of a personal partnership than an official partnership in those early days. At that time, William S. Borden decided to open a real estate and insurance office in Trenton. To save money, he and his friend George Perlman, who was in the same business, not only shared office space, but one telephone line. They passed that one phone back and forth across each other’s desks.

“The first mobile phone,” says principal Doug Borden, with a smile.

In the late 1940s, William Borden’s sons, Jack and Bill, entered the business, and eventually, Jack became sole owner. In 1959, Richard P. Perlman joined his uncle George’s business, and purchased it outright in 1968.

January, 1983 was a major turning point when Jack Borden and Richard Perlman entered into a joint venture agreement, whereby they now represented all of their insurance carriers as one, enabling them to have more markets and more buying power.

Doug Borden joined his father Jack in 1983, and Jeff Perlman joined his father Richard in 1987. Today, they represent the third generation in the business and carry on the firm’s proud history.


Now located at 2000 Lenox Drive in Lawrenceville, Borden Perlman serves clients in all 48 continental states, and has branch offices in Texas and Indiana. It has grown to 42 employees, including account executives with special areas of expertise, such as law, medicine, sports, restaurants, etc.

“It is an eye-to-eye commitment with the client and our representatives,” points out Nancy Faherty. “They are your personal expert, and will ask questions about your needs and your current coverage to find out what is the best plan for you. They may decide that your existing coverage is sufficient.”

Clients include individuals, businesses, and organizations, and as Doug Borden points out: “People may not have enough coverage. Think of the complexities involved with business coverage, commercial insurance. Many people may not know what their deductible is. We walk them through it, and help determine the best coverage for their needs.”

Adds Richard Perlman: “People may not know they have a problem with coverage until there is a claim against them. And many people don’t realize that this kind of help is available for them.”

Speed of Technology

Doing business today is a far cry from what it was during the firm’s beginnings in 1915, or in 1940, 1960, and even in the ’80s, when Doug and Jeff came to the company full-time. As Jeff Perlman says, “The speed of the technology is incredible. You can’t just be knowledgeable in insurance; you have to be an I.T. expert. When we joined the company, there were no cell phones, no internet, no Blackberries — the changes are amazing.”

Some things don’t change, however. The company’s commitment to its clients and the community remain strong. Borden Perlman contributes to community development and takes leadership roles with various charities, programs, and foundations.

“Our job is to help people manage risk and prevent problems,” note the partners. “We genuinely invest in the communities we serve.”

Doug Borden serves on the boards of the Princeton Chamber of Commerce and Hopewell Valley Community Bank; and Princeton resident Jeff Perlman recently joined the board of the Princeton Area Community Foundation.

The company’s Princeton ties are certainly strong, and it reinforces that bond with its newly designed website featuring multi-media advancements, including a question-and-answer “avatar” with Albert Einstein. When one clicks on the icon at, the famous former Princeton resident makes the following statement: “Ah … e=mc2, as if all answers could be so simple …. Not to worry … at Borden Perlman, we handle complexities with ease … relatively speaking!”

The company offers flexible hours for clients, including evening appointments. (609) 896-3424. Or log on to and click to call or text.

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