1
<PAGE 1>

                 SECURITIES AND EXCHANGE COMMISSION
                     Washington, D.C. 20549
                                     
                             FORM 10-K

[ X ]  ANNUAL  REPORT  PURSUANT TO SECTION 13 OR 15(d)  OF  THE  SECURITIES
       EXCHANGE ACT OF 1934 (NO FEE REQUIRED, EFFECTIVE OCTOBER 7, 1996).
             For the fiscal year ended December 31, 1996.

                                 or

[  ]  TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
      EXCHANGE ACT OF 1934

        For   the   transition  period  from   ____________  to _____________

                      Commission file number 0-7201.

                 POE & BROWN, INC.
       (Exact name of Registrant as specified in its charter)


             Florida                             59-0864469
_______________________________                  __________________
(State or other jurisdiction of                  (I.R.S. Employer
 incorporation or organization)                   Identification Number)

            220 South Ridgewood Avenue, Daytona Beach, FL 32114
           (Address of principal executive offices)  (Zip Code)

    Registrant's telephone number, including area code:  (904) 252-9601

     Securities registered pursuant to Section 12(b) of the Act:  None
        Securities registered pursuant to Section 12(g) of the Act:

                    Common Stock, $.10 par value
                          (Title of class)
                     ________________________________

Indicate by check mark whether the Registrant (1) has filed all reports  re
quired to be filed by Section 13 or 15(d) of the Securities Exchange Act of
1934  during  the  preceding 12 months, and (2) has been  subject  to  such
filing requirements for the past ninety (90) days.   Yes X    No ___
                                                        ____
 
Indicate by check mark if disclosure of delinquent filers pursuant to  Item
405 of Regulation S-K is not contained herein and will not be contained, to
the  best of the Registrant's knowledge, in definitive proxy or information
statements incorporated by reference in Part III of this Form 10-K  or  any
amendment to this Form 10-K [   ].

The  aggregate  market value of the voting stock held by non-affiliates  of
the  Registrant, computed by reference to the last reported price at  which
the stock was sold on March 7, 1997, was $176,787,330.

The  number of shares of the Registrant's common stock, $.10 par value, out
standing as of March 7, 1997, was 8,699,489.

                DOCUMENTS INCORPORATED BY REFERENCE

Portions  of  the  Registrant's  1996 Annual  Report  to  Shareholders  are
incorporated  by  reference into Parts I and II of this Report.   With  the
exception  of  those  portions  which are incorporated  by  reference,  the
Registrant's Annual Report to Shareholders is not deemed filed as  part  of
this Report.

Portions of the Registrant's Proxy Statement for the 1997 Annual Meeting of
Shareholders are incorporated by reference into Part III of this Report.

<PAGE 2>


                        POE & BROWN, INC.

                     FORM 10-K ANNUAL REPORT
              FOR THE YEAR ENDED DECEMBER 31, 1996

                             PART I

ITEM 1.        BUSINESS

GENERAL

      Poe  &  Brown, Inc. (the "Company") is a general  insurance
agency  headquartered in Daytona Beach and  Tampa,  Florida  that
resulted  from  an April 28, 1993 business combination  involving
Poe & Associates, Inc. ("Poe") and Brown & Brown, Inc. ("Brown").
Poe  was  incorporated  in 1958 and Brown commenced  business  in
1939.  Industry segment information is not presented because  the
Company  realizes  substantially all of  its  revenues  from  the
general insurance agency business.

      The Company is a diversified insurance brokerage and agency
that  markets and sells primarily property and casualty insurance
products  and services to its clients.  Because the Company  does
not  engage  in  underwriting  activities,  it  does  not  assume
underwriting  risks.  Instead, it acts in an agency  capacity  to
provide  its customers with targeted, customized risk  management
products.

      The  Company is compensated for its services by commissions
paid  by  insurance  companies and fees  for  administration  and
benefit  consulting  services.   The  commission  is  usually   a
percentage  of the premium paid by an insured.  Commission  rates
generally  depend  upon  the  type of insurance,  the  particular
insurance company, and the nature of the services provided by the
Company.  In some cases, a commission is shared with other agents
or  brokers  who  have  acted  jointly  with  the  Company  in  a
transaction.   The  Company may also receive  from  an  insurance
company  a contingent commission that is generally based  on  the
profitability  and  volume of business  placed  with  it  by  the
Company  over  a  given  period of time.   Fees  are  principally
generated  by  the  Company's  Service  Division,  which   offers
administration and benefit consulting services primarily  in  the
workers'  compensation and employee benefit markets.  The  amount
of  the  Company's income from commissions and fees is a function
of,  among  other  factors,  continued new  business  production,
retention  of  existing customers, acquisitions, and fluctuations
in insurance premium rates and insurable exposure units.

      Premium  pricing within the property and casualty insurance
underwriting industry has been cyclical and has displayed a  high
degree of volatility based on prevailing economic and competitive
conditions.   Since  the  mid-1980s, the  property  and  casualty
insurance  industry has been in a "soft market" during which  the
underwriting   capacity   of   insurance   companies    expanded,
stimulating an increase in competition and a decrease in  premium
rates  and  related commissions and fees.  Significant reductions
in  premium rates occurred during the years 1987 through 1989 and
continue, although to a lesser degree, through the present.   The
effect  of  this softness in rates on the Company's revenues  has
been  somewhat  offset  by  the Company's  acquisitions  and  new
business  production.  The Company cannot predict the  timing  or
extent   of  premium  pricing  changes  as  a  result  of  market
fluctuations or their effect on the Company's operations  in  the
future.

<PAGE 3>

      The  Company's  activities are conducted  in  19  locations
throughout Florida, and in eight additional locations in Arizona,
California,  Connecticut, Georgia, New  Jersey,  North  Carolina,
Pennsylvania,  and  Texas.   Because the  Company's  business  is
concentrated  in  Florida,  the occurrence  of  adverse  economic
conditions or an adverse regulatory climate in Florida could have
a materially adverse effect on its business, although the Company
has not encountered such conditions in the past.

      The Company's business is divided into five divisions:  (i)
the  Retail  Division; (ii) the Professional  Programs  Division;
(iii)   the  Commercial  Programs  Division;  (iv)  the   Service
Division; and (v) the Brokerage Division.  The Retail Division is
composed of Company employees in 23 offices who market and sell a
broad  range of insurance products to insureds.  The two  Program
Divisions work with underwriters to develop proprietary insurance
programs for specific niche markets.  These programs are marketed
and sold primarily through approximately 350 independent agencies
and  more than 2,000 independent agents across the United States.
The Company receives an override on the commissions generated  by
these   independent  agencies.   The  Service  Division  provides
insurance-related services such as third-party administration and
consultation  for  workers'  compensation  and  employee  benefit
markets.   The  Brokerage Division markets and sells  excess  and
surplus  commercial insurance, as well as certain niche programs,
primarily through independent agents.

      The  following  table  sets forth  a  summary  of  (i)  the
commission  and fee revenues realized from each of the  Company's
operating  divisions for each of the three years  in  the  period
ended  December 31, 1996 (in thousands of dollars), and (ii)  the
percentage  of  the Company's total commission and  fee  revenues
represented by each division for each of such periods:




                                1994     %     1995        %    1996        %
                                ____    ____   ____      ____   _____      ___

                                                        

Retail  Division               $56,018  58.4%  $ 59,552  58.4%  $ 66,798  58.4%
Professional Programs Division  20,907  21.8%    21,463  21.0%    20,377  17.8%
Commercial Programs Division     5,612   5.9%     6,079   6.0%     5,355   4.7%
Service Division                10,643  11.1%    10,751  10.5%    11,887  10.4%
Brokerage Division               2,672   2.8%     4,153   4.1%     9,961   8.7%
                               _______  _____  ________  _____  ________  _____
      Total                    $95,852  100 %  $101,998  100 %  $114,378  100%
                               ======= =====   ========  =====  ========  =====




RETAIL DIVISION

      The Company's Retail Division operates through 23 locations
in  eight  states.   These  locations  employ  approximately  591
persons.  The Company's retail insurance agency business consists
primarily   of  selling  and  marketing  property  and   casualty
insurance coverages to commercial, professional and, to a limited
extent,   individual  customers.   The  categories  of  insurance
principally  sold  by  the  Company are:   Casualty  -  insurance
relating  to legal liabilities, workers' compensation, commercial
and  private  passenger automobile coverages,  and  fidelity  and
surety  insurance;  and  Property -  insurance  against  physical
damage  to  property and resultant interruption  of  business  or
extra  expense  caused by fire, windstorm or other  perils.   The
Company also sells and services all forms of group and individual
life,  accident,  health,  hospitalization,  medical  and  dental
insurance  programs.  Each category of insurance is  serviced  by
insurance specialists employed by the Company.


<PAGE 4>

      No  material part of the Company's retail business  depends
upon  a  single  customer or a few customers.  During  1996,  the
Company's Retail Division received approximately $440,000 of fees
and  commissions  from Rock-Tenn Company, the  Company's  largest
single   Retail  Division  customer.   Such  amount   represented
approximately  1% of the Retail Division's total  commission  and
fee revenues for 1996.

      In  connection with the selling and marketing of  insurance
coverages, the Company provides a broad range of related services
to  its  customers, such as risk management surveys and analysis,
consultation in connection with placing insurance coverages,  and
claims  processing.   The  Company believes  these  services  are
important factors in securing and retaining customers.

PROFESSIONAL AND COMMERCIAL PROGRAMS DIVISIONS

      In  1996,  the  Company's National  Programs  Division  was
divided into two distinct market-responsive groups as a result of
changes  in  market conditions.  The two divisions created  as  a
result  of this separation are the Professional Programs Division
and  the  Commercial Programs Division.  These  divisions  tailor
insurance  products to the needs of a particular professional  or
trade  group,  negotiate policy forms, coverages  and  commission
rates with an insurance company and, in certain cases, secure the
formal  or  informal endorsement of the product by a professional
association  or  trade  group.  Programs are  marketed  and  sold
primarily  through  a  national  network  of  approximately   350
independent agencies and more than 2,000 independent agents,  who
solicit    customers   though   advertisements   in   association
publications, direct mailings and personal contact.  The  Company
also  markets a variety of these products through certain of  its
retail  offices.  Under  agency  agreements  with  the  insurance
companies that underwrite these programs, the Company usually has
authority  to bind coverages, subject to established  guidelines,
to  bill  and  collect premiums and, in some  cases,  to  process
claims.

      The  Company  is committed to ongoing market  research  and
development of new proprietary programs.  The Company  employs  a
variety  of methods, including interviews with members of various
professional  and  trade groups to which  the  Company  does  not
presently offer insurance products, to assess the coverage  needs
of  such  professional  associations and  trade  groups.  If  the
initial  market  research is positive, the  Company  studies  the
existing and potential competition and locates potential carriers
for  the program.  A proposal is then submitted to and negotiated
with a selected carrier and, in most instances, a professional or
trade  association  from  which endorsement  of  the  program  is
sought.     New   programs   are   introduced   through   written
communications,  personal  visits  with  agents,  placements   of
advertising   in  trade  publications  and,  where   appropriate,
participation  in  trade  shows  and  conventions.   Several  new
programs  are  currently being reviewed  or  implemented  by  the
Company.   There can be no assurance, however, as to whether  the
Company will be successful in developing or implementing any such
new programs, or what the market reception will be.

      Professional Programs.  The professional groups serviced by
the  Professional  Programs Division include  dentists,  lawyers,
physicians,  chiropractors, and optometrists and opticians.   Set
forth  below  is a brief description of the programs  offered  to
these major professional groups.

    -     Dentists:    The   largest  program  marketed   by   the
Professional  Programs  Division is a  package  insurance  policy
known   as   the  Professional  Protector  PlanR,  which  provides
comprehensive   coverage   for   dentists,   including   practice
protection  and professional liability.  This program,  initiated
in  1969, is endorsed by 31 state or local dental societies,  and
is  offered  in 49 states, the District of Columbia,  the  Virgin
Islands   and   Puerto  Rico.  This  program  presently   insures
approximately   36,300  dentists,  which  the  Company

<PAGE 5>

believes represents approximately 28% of the eligible practicing  dentists
within the Company's marketing territories.

    -     Lawyers:    The   Company   began   marketing   lawyers'
professional  liability  insurance  in  1973,  and  the  national
Lawyer's  Protector  PlanR was introduced in  1983.   The  program
presently  insures approximately 36,000 attorneys and is  offered
in 45 states, the District of Columbia and the Virgin Islands.

   -     Physicians:   The Company markets professional  liability
insurance  for  physicians,  surgeons,  and  other  health   care
providers  through  a  program known as the Physicians  Protector
PlanR.   The  program, initiated in 1980, is currently offered  in
thirteen states and insures approximately 3,000 physicians.

   -     Optometrists  and  Opticians:  The Optometric  Protector
PlanR  was  created in 1973 to provide optometrists and  opticians
with  a  package of practice and professional liability coverage.
This   program  insures  approximately  7,100  optometrists   and
opticians in all 50 states and Puerto Rico.

   -    Chiropractors:  The Chiropractic Protector PlanSM (the
"CPP")  was introduced in 1996 to provide professional  liability
and  comprehensive general liability coverage for  chiropractors.
This  program is currently being offered in Florida and  Illinois
with  the  expectation  that it will soon  be  offered  in  other
states.

      The  professional programs described above are underwritten
predominantly  through  CNA  Insurance  Companies  ("CNA").   The
Company  and  CNA  are parties to Program Agency Agreements  with
respect  to each of the programs described above except  for  the
CPP,  with  respect  to  which an agreement  is  currently  being
finalized.   Among  other  things,  these  agreements  grant  the
Company  the  exclusive right to solicit and receive applications
for  program policies directly and from other licensed agents and
to  bind  and  issue such policies and endorsements thereto.   In
fulfilling its obligations under the agreements, the Company must
comply   with  the  administrative  and  underwriting  guidelines
established  by  CNA.  The Company must use its best  efforts  to
promote the programs and solicit and sell program policies.   The
Company  is  compensated through commissions on  premiums,  which
vary according to insurance product (e.g., workers' compensation,
commercial umbrella, package coverage, monoline professional  and
general liability) and the Company's role in the transaction. The
commission  to which the Company is entitled may change  upon  90
days written notice from CNA.  The Program Agency Agreements  are
generally  cancellable by either party for any reason on  advance
written notice of six months or one year.  An agreement may  also
be terminated upon breach, by the non-breaching party, subject to
certain opportunities to cure the breach.

      Commercial  Programs.  The Commercial  Programs  Division's
Towing  Operators  Protector  PlanR was  introduced  in  1993  and
currently  provides specialized insurance products  to  tow-truck
operators  in  42 states.  The Automobile Dealers Protector  PlanR
insures  non-franchised automobile dealers whose primary business
is  the sale of used cars and trucks.  In Florida, the program is
endorsed  by  the  Florida Independent Auto Dealers  Association.
Since 1994, this program has been expanded into all 50 states and
currently  insures  approximately 3,600 dealers.  The  Automobile
Transporters Protector PlanSM , introduced in 1996 and offered in
all 50 states, encompasses risks engaged in the transportation of
automobiles   and  trucks  on  vehicles  designed  for   multiple
automobile  transportation. The Automotive Aftermarket  Protector
PlanSM  , introduced in 1996 and currently offered in 47  states,
is   a  property  and  casualty  program  for  manufacturers   of
automotive  parts, manufacturers of machinery and equipment  that
make  or  alter parts, and companies in

<PAGE 6>

the business of vehicle conversion.    The Company also plans to
introduce its Manufacturers Protector PlanSM and Railroad Protector
PlanSM  in 1997.

     The Insurance Administration Center ("IAC") became a wholly-
owned subsidiary of the Company in 1989.  IAC was founded in 1962
to  serve as insurance consultant to the National Association  of
Wholesaler-Distributors   ("NAW"),   including   NAW's   Industry
Associations,  which have a total of approximately 40,000  member
companies.  IAC  currently serves NAW members  as  a  third-party
administration  facility  for  life  and  health  coverages,  and
markets  and  sells  various employee benefit  and  property  and
casualty insurance products to NAW members.

      IAC's  third-party administration services include billing,
premium accounting, eligibility, enrollment, claims payments  and
financial  reporting,  and  IAC currently  processes  claims  for
approximately 265 employers associated with NAW in a program  for
which   John   Hancock  Life  Insurance  Company  is   the   lead
underwriter.   Since  April  1995, IAC's  property  and  casualty
offerings have been principally underwritten by General  Accident
Insurance  Company.   Premiums written  in  1996  totalled  $37.8
million.

     In April 1996, the Company sold substantially all the assets
of  Health Care Insurers, Inc. ("HCI"), a wholly-owned subsidiary
located  in  Colorado Springs, Colorado.  HCI marketed  and  sold
professional   health  care  liability  insurance  and   property
coverages  through independent agents to hospitals, laboratories,
nursing homes, medical groups and clinics.

SERVICE DIVISION

      The  Service Division consists of two separate  components:
(i) insurance and related services as a third-party administrator
("TPA")  and  consultant for employee health and welfare  benefit
plans,   and  (ii)  insurance  and  related  services   providing
comprehensive  risk management and third-party administration  to
self-funded workers' compensation plans.

      In connection with its employee benefit plan administrative
services,   the  Service  Division  provides  TPA  services   and
consulting   related   to  benefit  plan  design   and   costing,
arrangement  for the placement of stop-loss insurance  and  other
employee  benefit  coverages,  and  settlement  of  claims.   The
Service Division provides utilization management services such as
pre-admission  review,  concurrent/retrospective   review,   pre-
treatment  review  of certain non-hospital treatment  plans,  and
medical  and  psychiatric case management.  In  addition  to  the
administration  of  self-funded health care  plans,  the  Service
Division   offers  administration  of  flexible  benefit   plans,
including  plan  design, employee communication,  enrollment  and
reporting.   The  Service  Division's workers'  compensation  TPA
services  include risk management services such as loss  control,
claim  administration, access to major reinsurance markets,  cost
containment consulting, and services for secondary disability and
subrogation recoveries.

      The  Service  Division provides workers'  compensation  TPA
services for approximately 2,500 employers representing more than
$3  billion  of employee payroll. The Company's largest  workers'
compensation  contract  represents  approximately  69%   of   the
Company's  workers'  compensation TPA  revenues,  or  4%  of  the
Company's total commission and fee revenues.


<PAGE 7>

BROKERAGE DIVISION

      The Brokerage Division markets excess and surplus lines and
specialty  niche  insurance  products  to  the  Company's  Retail
Division, as well as to other retail agencies throughout  Florida
and  the  southeastern  United States.   The  Brokerage  Division
represents various U.S. and U.K. surplus lines companies  and  is
also  a  Lloyd's of London correspondent.  In addition to surplus
lines   carriers,  the  Brokerage  Division  represents  admitted
carriers  for smaller agencies that do not have access  to  large
insurance  carrier representation.  Excess and  surplus  products
include commercial automobile, garage, restaurant, builder's risk
and  inland marine lines.  Difficult-to-insure general  liability
and  products liability coverages are a specialty, as  is  excess
workers'  compensation.   Retail  agency  business  is  solicited
through   mailings   and  direct  contact  with   retail   agency
representatives.  In 1996, the Company acquired a  75%  ownership
interest  in  Florida Intracoastal Underwriters, Limited  Company
("FIU")  of  Miami  Lakes, Florida.  FIU is  a  managing  general
agency  that  specializes  in providing insurance  coverages  for
coastal  and inland high-value condominiums and apartments.   FIU
has  developed  a  unique  reinsurance facility  to  support  the
underwriting activities associated with these risks.

EMPLOYEES

      At  December  31,  1996, the Company  had  1,075  full-time
equivalent employees.  The Company has contracts with  its  sales
employees  that  include provisions restricting  their  right  to
solicit  the Company's customers after termination of  employment
with  the  Company.  The enforceability of such contracts  varies
from  state  to  state  depending upon state  statutes,  judicial
decisions  and  factual  circumstances.  The  majority  of  these
contracts are terminable by either party; however, the agreements
not  to solicit the Company's customers generally continue for  a
period of three years after employment termination.

      None  of the Company's employees is represented by a  labor
union, and the Company considers its relations with its employees
to be satisfactory.

COMPETITION

      The  insurance  agency business is highly competitive,  and
numerous  firms actively compete with the Company  for  customers
and  insurance  carriers.  Although the Company  is  the  largest
insurance agency headquartered in Florida, a number of firms with
substantially greater resources and market presence compete  with
the  Company  in  Florida  and  elsewhere.   This  situation   is
particularly  pronounced  outside Florida.   Competition  in  the
insurance  business  is largely based on innovation,  quality  of
service and price.

      A  number of insurance companies are engaged in the  direct
sale  of  insurance, primarily to individuals,  and  do  not  pay
commissions to agents and brokers.  To date, such direct  writing
has  had  relatively  little effect on the Company's  operations,
primarily  because the Company's Retail Division is  commercially
oriented.

REGULATION, LICENSING AND AGENCY CONTRACTS

      The Company or its designated employees must be licensed to
act  as  agents by state regulatory authorities in the states  in
which  the  Company conducts business.  Regulations and licensing
laws vary in individual states and are often complex.

<PAGE 8>

      The applicable licensing laws and regulations in all states
are  subject to amendment or reinterpretation by state regulatory
authorities, and such authorities are vested in most  cases  with
relatively  broad  discretion  as to  the  granting,  revocation,
suspension and renewal of licenses.  The possibility exists  that
the  Company  could  be  excluded or temporarily  suspended  from
carrying  on  some  or  all of its activities  in,  or  otherwise
subjected to penalties by, a particular state.

ITEM 2.   PROPERTIES

     The  Company's executive offices are located  at  220  South
Ridgewood  Avenue,  Daytona Beach, Florida  32114  and  401  East
Jackson  Street, Suite 1700, Tampa, Florida 33602.   The  Company
also maintains offices in the following cities: Phoenix, Arizona;
San  Francisco,  California; Glastonbury, Connecticut;  Aventura,
Florida;  Brooksville,  Florida;  Ft.  Lauderdale,  Florida;  Ft.
Myers,   Florida;  Jacksonville,  Florida;  Kissimmee,   Florida;
Leesburg,  Florida; Maitland, Florida; Melbourne, Florida;  Miami
Lakes,   Florida;   Naples,  Florida;   Orlando,   Florida;   St.
Petersburg, Florida; Sarasota, Florida; West Palm Beach, Florida;
Winter  Haven,  Florida;  Atlanta, Georgia;  Clark,  New  Jersey;
Charlotte,   North  Carolina;  Philadelphia,  Pennsylvania;   and
Houston, Texas.

     The  Company  occupies office premises under  noncancellable
operating  leases  expiring  at  various  dates.   These   leases
generally contain renewal options and escalation clauses based on
increases  in the lessors' operating expenses and other  charges.
The  Company expects that most leases will be renewed or replaced
upon  expiration.   See  Note  8 of the  "Notes  to  Consolidated
Financial  Statements"  in the Company's 1996  Annual  Report  to
Shareholders  for additional information on the  Company's  lease
commitments.

     In  1996,  the Company sold a building located  in  downtown
Daytona  Beach,  Florida,  having  an  aggregate  book  value  of
approximately $128,000, for a nominal gain. The Company also owns
an  office  condominium in Venice, Florida which has a  net  book
value of  $188,000, with no outstanding mortgage.

ITEM 3.   LEGAL PROCEEDINGS

     On  February 21, 1995, an Amended Complaint was filed in  an
action  pending  in  the Superior Court of Puerto  Rico,  Bayamon
division, and captioned Cadillac Uniform & Linen Supply  Company,
et  al.  v.  General  Accident Insurance  Company,  Puerto  Rico,
Limited,  et  al.  The case was originally filed on November  23,
1994,  and named General Accident Insurance Company, Puerto  Rico
Limited,  and  Benj.  Acosta,  Inc. as  defendants.  The  Amended
Complaint added several defendants, including the Company and Poe
&  Brown  of California, Inc. ("P&B/Cal."), a subsidiary  of  the
Company,  as  parties  to  the case. The Plaintiffs  allege  that
P&B/Cal.  failed to procure sufficient coverage for a  commercial
laundry  facility that was rendered inoperable for  a  period  of
time as the result of a fire, and further allege that the Company
is  vicariously liable for the actions of P&B/Cal.   The  Amended
Complaint  seeks damages of $11.2 million against  P&B/Cal.,  the
Company,  the P&B/Cal. employee who handled the account  and  LBI
Corp.,  a/k/a  Levinson  Bros., Inc.  The  Company  and  P&B/Cal.
believe  that P&B/Cal. has meritorious defenses to  each  of  the
claims  asserted  against it, and that the Company  likewise  has
meritorious  defenses to allegations premised  upon  theories  of
vicarious   liability.   Both  the  Company  and   P&B/Cal.   are
contesting  this  action  vigorously,  and  trial  is   currently
scheduled  for  December  1997.  In the event  that  damages  are
awarded against P&B/Cal. or the Company, P&B/Cal. and the Company
believe that insurance would be available to cover such loss.

<PAGE 9>

      The  Company  is  involved  in  various  other  pending  or
threatened proceedings by or against the Company or one  or  more
of  its subsidiaries that involve routine litigation relating  to
insurance  risks  placed  by the Company  and  other  contractual
matters.  Management of the Company does not believe that any  of
such  pending or threatened proceedings (including the proceeding
described  above) will have a materially adverse  effect  on  the
consolidated  financial  position or  future  operations  of  the
Company.

ITEM 4.   SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS

      No  matters  were  submitted to a vote of security  holders
during the Company's fourth quarter ended December 31, 1996.
                                
                             PART II

ITEM 5.   MARKET   FOR  REGISTRANT'S  COMMON  EQUITY  AND  RELATED
          STOCKHOLDER MATTERS

     The  Company's common stock is traded on the National Market
System  of The Nasdaq Stock Market under the symbol "POBR."   The
number of shareholders of record as of March 7, 1997 was 799, and
the closing price per share on that date was $26.50.

     The  table below sets forth information for each quarter  in
the  last two fiscal years concerning (i) the high and low  sales
prices  for  the Company's common stock, and (ii) cash  dividends
declared per share.




                                  Stock Price Range              Cash
                                                               Dividends
                                 High    -     Low             Per Share

                                                      

1996
First quarter                    $25.50      $24.00             $0.12
Second quarter                    24.75       22.75              0.12
Third quarter                     25.38       23.50              0.12
Fourth quarter                    27.50       24.00              0.13

1995
First quarter                    $22.50      $20.25             $0.12
Second quarter                    24.25       22.00              0.12
Third quarter                     25.25       23.25              0.12
Fourth quarter                    25.25       24.25              0.12



ITEM 6.   SELECTED FINANCIAL DATA

     Information under the caption "Financial Highlights" on page
6  of  the  Company's  1996  Annual  Report  to  Shareholders  is
incorporated herein by reference.

<PAGE 10>

ITEM 7.   MANAGEMENT'S  DISCUSSION  AND  ANALYSIS  OF   FINANCIAL
          CONDITION AND RESULTS OF OPERATIONS

     Information  under the caption "Management's Discussion  and
Analysis  of  Financial Condition and Results of  Operations"  on
pages  20-24  of the Company's 1996 Annual Report to Shareholders
is incorporated herein by reference.

ITEM 8.   FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA

     The  Consolidated Financial Statements of Poe & Brown,  Inc.
and its subsidiaries, together with the reports thereon of Arthur
Andersen  LLP and Ernst & Young LLP, appearing on pages 25-41  of
the   Company's   1996   Annual  Report  to   Shareholders,   are
incorporated herein by reference.

ITEM 9.   CHANGES  IN  AND  DISAGREEMENTS  WITH  ACCOUNTANTS   ON
          ACCOUNTING AND FINANCIAL DISCLOSURE

    Not Applicable.


                            PART III

ITEM 10.  DIRECTORS AND EXECUTIVE OFFICERS OF THE REGISTRANT

     Information  contained under the captions  "Management"  and
"Section  16(a)  Beneficial Ownership  Reporting  Compliance"  on
pages  4-6  of the Company's Proxy Statement for its 1997  Annual
Meeting of Shareholders is incorporated herein by reference.


ITEM 11.  EXECUTIVE COMPENSATION

       Information   contained  under  the   caption   "Executive
Compensation" on pages 7-10 of the Company's Proxy Statement  for
its 1997 Annual Meeting of Shareholders is incorporated herein by
reference; provided, however, that the report of the Compensation
Committee  on  executive compensation, which  begins  on  page  9
thereof, and the stock performance graph on page 11 thereof shall
not be deemed to be incorporated herein by reference.

ITEM 12.  SECURITY  OWNERSHIP  OF CERTAIN BENEFICIAL  OWNERS  AND
          MANAGEMENT

     Information contained under the caption "Security  Ownership
of  Management and Certain Beneficial Owners" on pages 2-3 of the
Company's  Proxy  Statement  for  its  1997  Annual  Meeting   of
Shareholders is incorporated herein by reference.

<PAGE 11>

 ITEM 13. CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

      Information   contained   under  the   caption   "Executive
Compensation  --  Compensation Committee  Interlocks  and  Insider
Participation" on page 9 of the Company's Proxy Statement for its
1997  Annual  Meeting of Shareholders is incorporated  herein  by
reference.

<PAGE 12>

                             PART IV

ITEM 14.  EXHIBITS,  FINANCIAL STATEMENT SCHEDULES,  AND  REPORTS
          ON FORM 8-K

     (a)   The  following documents are filed  as  part  of  this
report:

     1.   Consolidated Financial Statements of Poe &  Brown,
          Inc.  (incorporated herein by reference from pages  25-
          41   of   the   Company's   1996   Annual   Report   to
          Shareholders) consisting of:

          (a)  Consolidated Statements of Income for each
               of  the  three years in the period ended  December
               31, 1996.

          (b)  Consolidated Balance Sheets as of December
               31, 1996 and 1995.

          (c)  Consolidated  Statements of  Shareholders'
               Equity  for each of the three years in the  period
               ended December 31, 1996.

          (d)  Consolidated Statements of Cash Flows  for
               each  of  the  three  years in  the  period  ended
               December 31, 1996.

          (e)  Notes to Consolidated Financial Statements.

          (f)  Reports  of  Independent Certified  Public
               Accountants.

     2.   Consolidated Financial Statement Schedule included
          on page 11 of this report, consisting of:

          (a)  Schedule  II  - Valuation  and  Qualifying
               Accounts.

All  other  schedules are omitted because they are not applicable
or  not required, or because the required information is included
in  the  Consolidated Financial Statements or the Notes  thereto.
The  independent  auditors' report with  respect  to  the  above-
referenced  financial statement schedule appears on  page  12  of
this report on Form 10-K.

    3.  EXHIBITS

        3a     Articles   of   Incorporation   of    the
               Registrant,  as  last amended on  April  28,  1993
               (incorporated by reference to Exhibit 3a  to  Form
               10-K for the year ended December 31, 1994).

        3b     Amended   and  Restated  Bylaws   of   the
               Registrant   effective  July   30,   1996   (filed
               herewith).

        4      Revolving Loan Agreement dated November 9, 1994, by and
               among the Registrant and SunTrust Bank, Central Florida,
               N.A., f/k/a SunBank, National Association

<PAGE 13>

               (incorporated  by  reference to  Exhibit  4  to Form 10-K for
               the  year  ended December 31, 1994).

        10a(1) Lease  of  the  Registrant  for  office
               space  at  220  South  Ridgewood  Avenue,  Daytona
               Beach,    Florida    dated   August    15,    1987
               (incorporated  by reference to Exhibit  10a(3)  to
               Form 10-K for the year ended December 31, 1993).

        10a(2) Lease  Agreement for  office  space  at
               SunTrust  Financial Centre, Tampa, Florida,  dated
               February 1995, between Southeast Financial  Center
               Associates,  as  landlord, and the Registrant,  as
               tenant   (incorporated  by  reference  to  Exhibit
               10a(4)   to   Form   10-K  for  the   year   ended
               December 31, 1994).

        10b    Registrant's  1985 Stock  Option  Plan
               (incorporated  by reference to Exhibit  10b(1)  to
               Form 10-K for the year ended December 31, 1984).

        10c    Registrant's  1989  Stock   Option   Plan
               (incorporated by reference to Exhibit 10f to  Form
               10-K for the year ended December 31, 1989).

        10d    Loan   Agreement   between   Continental
               Casualty  Company and the Registrant dated  August
               23,  1991  (incorporated by reference  to  Exhibit
               10d  to Form 10-K for the year ended December  31,
               1991).

         10e   Indemnity Agreement dated January 1, 1979,
               among    the    Registrant,    Whiting    National
               Management,  Inc., and Pennsylvania Manufacturers'
               Association  Insurance Company   (incorporated  by
               reference   to   Exhibit   10g   to   Registration
               Statement No. 33-58090 on Form S-4).

         10f   Agency  Agreement dated  January  1,  1979
               among    the    Registrant,    Whiting    National
               Management,  Inc., and Pennsylvania Manufacturers'
               Association  Insurance Company   (incorporated  by
               reference   to   Exhibit   10h   to   Registration
               Statement No. 33-58090 on Form S-4).

         10g   Indemnification Agreement, dated  February
               22,  1993,  between the Registrant and William  F.
               Poe,  Sr.  (incorporated by reference  to  Exhibit
               10k  to  Registration Statement  No.  33-58090  on
               Form S-4).*

         10h   Deferred Compensation Agreement, dated May
               1,  1983, as amended April 27, 1993, between Brown
               &  Brown,  Inc. and Kenneth E. Hill  (incorporated
               by  reference to Exhibit 10i to Form 10-K for  the
               year ended December 31, 1993).

         10i   Employment  Agreement,  dated  April  28,
               1993,  between the Registrant and William F.  Poe,
               Sr.  (incorporated by reference to Exhibit 10j  to
               Form 10-K for the year ended December 31, 1993).

         10j   Employment Agreement, dated April 28, 1993
               between   the   Registrant  and  J.  Hyatt   Brown
               (incorporated by reference to Exhibit 10k to  Form
               10-K for the year ended December 31, 1993).

<PAGE 14>

         10k   Portions  of  Employment Agreement,  dated
               April  28, 1993 between the Registrant and Kenneth
               E.  Hill (incorporated by reference to Exhibit 10l
               to  Form  10-K  for  the year ended  December  31,
               1993).

         10l   Portions  of  Employment Agreement,  dated
               April  28, 1993 between the Registrant and Jim  W.
               Henderson  (incorporated by reference  to  Exhibit
               10m  to Form 10-K for the year ended December  31,
               1993).

         10m   Registrant's   Stock   Performance   Plan
               (incorporated  by  reference  to   Exhibit   4   to
               Registration Statement No. 333-14925 on Form S-8).

         10n   Asset Purchase Agreement, dated as of April
               1,   1996,   among  the  Registrant,  Health   Care
               Insurers,  Inc.,  Richard J.  Greenwood,  Bruce  G.
               Geer,  and  Richard J. Greenwood & Bruce  G.  Geer,
               Inc. (filed herewith).

         11    Statement  Re:  Computation  of  Per  Share
               Earnings.

         13    Portions of Registrant's 1996 Annual Report
               to  Shareholders  (not deemed  "filed"  under  the
               Securities Exchange Act of 1934, except for  those
               portions  specifically incorporated  by  reference
               herein).

         22    Subsidiaries of the Registrant.

         23a   Consent of Ernst & Young LLP.

         23b   Consent of Arthur Andersen LLP.

         24a   Powers of Attorney pursuant to which  this
               Form  10-K  has been signed on behalf  of  certain
               directors and officers of the Registrant.

         24b   Resolutions of the Registrant's  Board  of
               Directors, certified by the Secretary.

         27   Financial Data Schedule.

______________________
* The  registrant has Indemnification Agreements with certain  of
  its  other  directors and former directors  (Joseph  E.  Brown,
  Bruce  G.  Geer, V.C. Jordan, Jr., Byrne Litschgi,  Charles  W.
  Poe,  William  F.  Poe, Jr., and Bernard  H.  Mizel)  that  are
  identical  in all material respects to Exhibit 10g  except  for
  the parties involved and the dates executed.


(b) REPORTS ON FORM 8-K

    None.

<PAGE 15>

                           SCHEDULE II
               POE & BROWN, INC. AND SUBSIDIARIES
                VALUATION AND QUALIFYING ACCOUNTS
          Years ended December 31, 1996, 1995 and 1994




   COLUMN A                     COLUMN B           COLUMN C                  COLUMN D      COLUMN E

                                                   Additions
                                            ___________________________
                                              (1)              (2)
                                            __________     ____________
                               Balance at   Charged to     Charged to                     Balance at
                               beginning    cost and     other accounts-    Deductions-     end of
Description                    of period    expenses        expenses         describe       period
___________                    _________    __________   _______________    ___________   ___________

                                                                            
Year ended December 31, 1996
 Deducted from asset account:
  Allowance for doubtful
   accounts                    $100,000     $259,000      $  ------        $359,000(A)     $ -----
                               ________     ________      _________        ___________     _________

Year ended December 31, 1995
 Deducted from asset account:
  Allowance for doubtful
   accounts                    $ 69,000     $ 72,000      $  -------       $ 41,000(A)     $100,000
                               ________     ________      __________       ___________     _________

Year ended December 31, 1994
 Deducted from asset account:
  Allowance for doubtful
   accounts                    $435,000     $ 19,000      $  ------        $385,000(A)     $ 69,000
                               ________     ________      __________       ___________     _________


________________________
(A)  Uncollectible accounts written off, net of recoveries.

<PAGE 16>


       REPORT OF INDEPENDENT CERTIFIED PUBLIC ACCOUNTANTS
                                
                                

To the Board of Directors
of  Poe & Brown, Inc.:

We  have  audited in accordance with generally accepted  auditing
standards,  the  1996 and 1995 consolidated financial  statements
included  in  Poe  & Brown, Inc.'s Annual Report to  Shareholders
incorporated by reference in this Form 10-K, and have issued  our
report  thereon dated January 24, 1997.  Our audit was  made  for
the purpose of forming an opinion on those statements taken as  a
whole.   The  schedule  listed in Item 14(a)2(a)  Schedule  II  -
Valuation  and Qualifying Accounts is the responsibility  of  the
Company's  management and is presented for purposes of  complying
with  the Securities and Exchange Commission's rules and  is  not
part  of  the basic consolidated financial statements.  The  1996
and  1995  amounts  in this schedule have been subjected  to  the
auditing  procedures applied in the audit of the  1996  and  1995
basic  consolidated  financial statements and,  in  our  opinion,
fairly state in all material respects the financial data required
to  be  set forth therein in relation to the 1996 and 1995  basic
consolidated financial statements taken as a whole.



                                        ARTHUR ANDERSEN LLP


Orlando, Florida
    January 24, 1997

<PAGE 17>
                                
                                
                           SIGNATURES

      Pursuant to the requirements of Section 13 or 15(d) of  the
Securities  Exchange Act of 1934, the Registrant has duly  caused
this  report  to  be  signed on its behalf  by  the  undersigned,
thereunto duly authorized.

                              POE & BROWN, INC.
                              Registrant


                              By:            *
                                 ___________________________________
                                        J. Hyatt Brown
                                    Chief Executive Officer

Date:  March 21, 1997

      Pursuant to the requirements of the Securities Exchange Act
of  1934, this report has been signed by the following persons on
behalf  of the Registrant and in the capacities and on  the  date
indicated.




       Signature                     Title                             Date
       ___________                   ______                            ____

                                                        
           *              Chairman  of the Board, President    March 21, 1997
_______________________     and Chief Executive Officer
J. Hyatt Brown              (Principal Executive Officer)

           *
_______________________   Director                             March 21, 1997
Samuel P. Bell, III

           *
_______________________   Director                             March 21, 1997
Bradley Currey, Jr.

           *
_______________________   Director                             March 21, 1997
Bruce G. Geer

           *
______________________    Director                             March 21, 1997
Jim W. Henderson

           *
_______________________    Director                             March 21, 1997
Kenneth E. Hill

           *
______________________     Director                             March 21, 1997
Theodore J. Hoepner

          *
______________________     Vice President, Treasurer and        March 21, 1997
James A. Orchard            Chief Financial Officer
                            (Principal Financial and Accounting Officer)




*By:  /s/ LAUREL L. GRAMMIG
     _______________________________  
          Laurel L. Grammig
          Attorney-in-Fact