Integrity Marketing Group

What Integrity Marketing Group does

Integrity Marketing Group (legally Integrity, LLC) is a Dallas-based, privately held distributor of life, health, Medicare, and wealth/annuity products, built through an aggressive roll-up of independent marketing organizations (IMOs), brokerages, and field marketing organizations. The company serves three primary constituencies: senior-market consumers (predominantly age 65+) needing Medicare, life, and retirement products; independent insurance agents and financial advisors who require lead generation, quoting, enrollment, and CRM infrastructure; and the IMOs themselves, which become "Managing Partners" and access the company's shared technology, compliance, and back-office services. Distribution is omnichannel, spanning a national agent network across all 50 states, an integrated call-center operation (Unified Health), and a self-serve digital lead marketplace (IntegrityCONNECT Leads).

The core asset is IntegrityCONNECT, a proprietary cloud-based platform that provides a single-sign-on environment for leads, quoting, enrollment, and CRM, augmented by Ask Integrity, a voice-activated AI assistant delivering real-time prompts, coverage recommendations, and policy-lifecycle reminders (with sub-features Ask Integrity Shoppers for outreach prioritization and Ask Integrity Plan Insights for Medicare plan retrieval). The platform also includes PlanEnroll, MyIntegrity, MedicareCENTER, and Integrity Health Plan (the latter launched May 2026 as an industry-first health plan for independent agents). Compliance tooling (TrustedForm, Jornaya, Google API integration) is embedded for TCPA, CMS, HIPAA, GLBA, CCPA, and state privacy compliance.

Revenue is generated through carrier commissions on distributed life, health, Medicare, and wealth products; recurring platform/lead-marketplace fees via IntegrityCONNECT Leads (transactional per-lead pricing with a 15% Automate and Save discount); wealth-management advisory fees via Integrity Wealth; and targeted advertising/data-sharing arrangements disclosed under state privacy laws. The go-to-market combines a partner-network/channel-partner motion (Managing Partners acquiring smaller IMOs and bringing their agents onto the platform) with direct-to-consumer engagement through agents and advisors and enterprise-style field sales. The company is backed by Silver Lake (December 2021), with additional prior capital from HGGC, Harvest Partners, and a 2019 consortium led by Antares Capital, Crescent Capital, and Blue Owl.

Name

Integrity Marketing Group

Legal name

Integrity, LLC

Website

https://integrity.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Integrity Marketing Group is a Dallas-based, privately held distributor of life, health, Medicare, and wealth products that aggregates independent insurance agencies and agents onto a proprietary cloud platform (IntegrityCONNECT) and an AI-powered assistant (Ask Integrity), serving senior-market consumers, independent agents, and acquired IMOs across all 50 U.S. states.

Ownership category

akta.pro rank

Product category

Insurance Distribution and Wealth Management

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG)

Keywords

• Insurance distribution services
• Medicare and senior insurance
• Wealth management and retirement planning
• Life and health insurance brokerage
• Independent marketing organizations

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Insurance Distribution Commissions: Primary revenue comes from distribution of life, health, Medicare, and wealth products through a partner network of agents and advisors; commissions earned from insurance carriers on products sold.
2. Lead Generation Sales (IntegrityCONNECT Leads): Revenue from the IntegrityCONNECT Leads marketplace where agents purchase consumer leads (Final Expense, Medicare, etc.) including realtime campaigns and customizable ad campaigns; 15% off Automate and Save option for repeat orders.
3. SaaS Platform / Shared Services: Recurring revenue from providing IntegrityCONNECT technology platform, lead system, CRM, quoting, enrollment, and Ask Integrity AI assistant to partner agencies.
4. Wealth Management & Advisory Fees: Revenue from wealth management and retirement planning solutions offered through the Integrity Wealth platform and Integrity partner network.
5. Targeted Advertising / Data Monetization: Engages in targeted advertising and may 'sell' or 'share' personal information with advertising networks, data analytics vendors, insurance carriers, and licensed agents/financial professionals (disclosed under state privacy laws).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Integrity Marketing Group is a leading distributor of life and health insurance and provider of wealth management and retirement planning solutions in the United States. The company operates an omnichannel partner network of independent marketing organizations (IMOs), brokerages, and licensed agents who distribute Medicare, life, health, and wealth products to American consumers, particularly the senior market. At the center of the offering is the proprietary IntegrityCONNECT cloud-based technology platform with the Ask Integrity AI-powered digital assistant, providing lead generation, quoting, enrollment, CRM, and AI-driven plan recommendations.

Product overview

Integrity Marketing Group is a leading distributor of life and health insurance and a provider of wealth management and retirement planning solutions, built around a single integrated platform-plus-modules architecture. The proprietary cloud-based core platform is IntegrityCONNECT®, a single-sign-on, all-in-one technology and business growth engine that connects agents and consumers across the full insurance experience — from marketing, lead generation, and distribution through member services and CRM. IntegrityCONNECT Leads serves as the lead purchase/management module on top of the platform. The platform is augmented by Ask Integrity®, an AI-powered, voice-activated digital assistant (with sub-features including Plan Insights for real-time Medicare plan details and Ask Integrity Shoppers for agent outreach prioritization), plus the MedicareCENTER offering. Other Integrity-managed platforms include PlanEnroll and MyIntegrity, which support the business-to-business and consumer context for insurance and financial product applications. On the distribution side, Integrity offers three sub-brand product lines: Integrity Life, Integrity Health, and Integrity Wealth, all unified under the company's holistic life, health, and wealth approach. Integrity Health Plan (launched May 2026) is the industry's first health insurance plan built for independent agents and advisors. Marketing services are delivered via the ThomasArts partner agency. Together these products power Integrity's omnichannel platform of scalable, AI-enabled technology combined with a human touch to deliver insurance, financial, and investment advisory services.

Differentiator

Problem solved

Functional benefit

Brands

• IntegrityCONNECT: Proprietary all-in-one technology platform and business growth engine. Single sign-on enables agents to manage leads, quoting and enrollment, and CRM.
• Ask Integrity
• IntegrityCONNECT Leads
• Integrity Wealth
• Integrity Life
• Integrity Health
• MedicareCENTER
• Integrity Health Plan
• PlanEnroll
• MyIntegrity

Products and services

• IntegrityCONNECT Proprietary all-in-one cloud-based technology platform and business growth engine. From a single sign-on, agents can seamlessly manage all aspects of their business including a best-in-class leads system, instantaneous health and life quoting and enrollment, an intuitive CRM, and access to Ask Integrity AI assistant. For partner agencies, IMOs, and licensed agents in the U.S.
• Ask Integrity Industry's leading AI-powered and voice-activated digital assistant that maximizes agent impact through in-the-moment prompts, coverage recommendations, and policy lifecycle reminders. Augmented IntegrityCONNECT's capabilities for licensed insurance agents.
• IntegrityCONNECT Leads Lead purchase and management system within the IntegrityCONNECT platform. Offers multiple vendor options on a lead marketplace, multiple lead types and products (Final Expense, Medicare), geography/heat map search, realtime campaigns, customizable ad campaigns, automated lead orders, and CRM integration. Includes TCPA and CMS compliance verification using TrustedForm and Jornaya. For licensed insurance agents.
• Integrity Life Life insurance product line within Integrity's holistic life, health, and wealth platform, distributed through Integrity's nationwide partner network of agents and advisors to U.S. consumers.
• Integrity Health Health insurance product line within Integrity's holistic life, health, and wealth platform, distributed through Integrity's nationwide partner network of agents and advisors to U.S. consumers, with particular focus on Medicare.
• Integrity Wealth Wealth management and retirement planning solution within Integrity's holistic life, health, and wealth platform, led by SVP Chris Cassidy. Provides integrated solutions and advisor support resources for financial advisors and their clients.
• Integrity Health Plan Industry's first health insurance plan specifically built for independent agents and advisors and their families. Provides group-style access to high-quality health coverage with desired benefits while maintaining agent independence. For independent insurance agents/advisors.
• Ask Integrity Shoppers Powerful AI-driven technology built to help Medicare agents prioritize their client outreach. Introduced as an Ask Integrity platform feature in September 2024. For licensed Medicare agents.
• MedicareCENTER Medicare-focused product line within Integrity's platform, featured on the Integrity homepage as a Medicare-related offering for consumers and agents.
• Ask Integrity Plan Insights AI-powered feature added to the Ask Integrity platform providing real-time Medicare plan details (copays, deductibles, plan changes) to agents during the 2026 Medicare Annual Enrollment Period. For licensed Medicare agents.
• IntegrityCONNECT (Spanish Localization) Spanish-language version of the IntegrityCONNECT proprietary technology platform, enabling agents nationwide to communicate and serve Spanish-speaking clients in their native language. For licensed agents serving Spanish-speaking consumers.

Quantifiable outcome

• More than $550 million in annual premium distributed via Annuity Agents Alliance alone (acquired 2022)
• +6 more outcomes

Named customers22 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability11 records

Feature7 records

Partnerships

27 partnerships are on record, tiered core, minor and flagship.

• Alfary GroupcoreStrategic or Co-development Partner · 9 June 2026New Jersey-based independent marketing organization led by Robert and Estela Apolinario; partnered June 9, 2026 to leverage Integrity's AI-enabled, people-first platform for life, health, and wealth expansion.
• BI ServicescoreStrategic or Co-development Partner · 21 May 2026Missouri-based third-generation, family-run firm partnered May 21, 2026 with Integrity to expand its service and impact through AI-innovation.
• Executive Trade AssociatesminorStrategic or Co-development Partner · 5 May 2026New Jersey-based firm partnered May 5, 2026 to fuel agent efficiency and reach by partnering with Integrity for AI-centered agent empowerment solutions.
• JK FinancialcoreStrategic or Co-development Partner · 19 April 2026Missouri-based financial firm partnered with Integrity in April 2026 to expand access to AI-driven financial planning and insurance services across life, health, and wealth management.
• Perspective Wealth PlanningcoreStrategic or Co-development Partner · 10 April 2026Pennsylvania-based independent wealth management firm joined Integrity's platform in April 2026 to enhance holistic financial planning, retirement solutions, and expand capabilities.
• TrustedForm and JornayacoreTechnology or Integration · 9 March 2026Industry-leading compliance partners used by Integrity to verify leads in the IntegrityCONNECT Leads marketplace; vendors must provide Jornaya and TrustedForm proof of consents for compliance with TCPA.
• Google API ServicescoreTechnology or Integration · 9 March 2026Integrity accesses Google User Data through Google API Services in compliance with the Google API Services User Data Policy and Limited Use requirements. Integrity does not sell or use Google User Data for advertising.
• MicrosoftflagshipTechnology or Integration · 6 March 2026In early March 2026, Integrity Marketing was one of several partners (alongside Codelco, ImageSource, Regard, and Atomicwork) announcing new collaborations built on Microsoft's AI, cloud, and marketplace platforms across insurance and other sectors.
• The Todd AgencycoreStrategic or Co-development Partner · 13 November 2025North Carolina-based independent marketing organization partnered November 13, 2025 to enable exponential growth and protect more American families via Integrity's advanced technology and resources.
• Bodwell Insurance SolutionscoreStrategic or Co-development Partner · 4 November 2025West Virginia-based IMO partnered November 4, 2025 to elevate guidance and product offerings for seniors involving Medicare solutions and community engagement.
• AMG Financial ServicescoreStrategic or Co-development Partner · 22 October 2025North Carolina-based independent marketing organization partnered October 22, 2025 to enhance agent services through Integrity's integrated technology platform.
• Heartland Financial GroupcoreStrategic or Co-development Partner · 7 September 2022Kansas City-based IMO acquired September 7, 2022 to enhance life, health, and wealth offerings for seniors; involves leadership changes and leverages Integrity's technology platform.
• Richman Insurance AgencycoreStrategic or Co-development Partner · 9 August 2022Dallas-based insurance marketing organization acquired August 9, 2022; Rob Richman, President of Richman, became a Managing Partner at Integrity.
• PHP Agency (Patrick Bet-David)flagshipStrategic or Co-development Partner · 20 July 2022Texas-based PHP Agency, founded by Patrick Bet-David, joined Integrity in July 2022; serves nearly 500,000 Americans across 170 offices. Patrick Bet-David became a Managing Partner; partnership leverages Integrity's resources and technology to expand services and financial security focus.
• Annuity Agents AlliancecoreStrategic or Co-development Partner · 21 June 2022Denver-based IMO with over 250 agents and more than $550 million in annual premium; acquired June 21, 2022 to expand Integrity's distribution network, enhance technological resources, and diversify life and health insurance and wealth management offerings.
• Ritter Insurance MarketingcoreStrategic or Co-development Partner · 18 May 2022Medicare-focused firm; agreement to acquire announced May 18, 2022; Craig Ritter joined as a managing partner. The deal aims to leverage combined expertise to enhance services for agents, carriers, and consumers in the senior market.
• Ash BrokerageflagshipStrategic or Co-development Partner · 4 May 2022Fort Wayne, Indiana-based insurance and financial advisory brokerage founded over 50 years ago; agreement to acquire announced May 4, 2022, pending regulatory approval. Generates significant premium placements, employs over 400 staff nationwide, and impacts nearly one million lives.
• Applied General Agency (AGA)coreStrategic or Co-development Partner · 12 April 2022California-based independent marketing organization acquired April 12, 2022; partnership enables AGA to access Integrity's technology and infrastructure for growth, support, and service enhancement.
• The Health Insurance PlacecoreStrategic or Co-development Partner · 10 March 2022Pennsylvania-based IMO acquired March 10, 2022; enhances services through Integrity's technology and infrastructure, with a focus on customer service and employee ownership.
• PIPAC Health & Life Insurance BrokeragecoreStrategic or Co-development Partner · 23 November 2021Cedar Falls, Iowa-based IMO acquired November 23, 2021; expands Integrity's Midwest presence and provides PIPAC access to Integrity's technology and resources.
• Brokers Clearing HousecoreStrategic or Co-development Partner · 16 November 2021Iowa-based brokerage general agency acquired November 16, 2021; enables Brokers Clearing House to leverage Integrity's resources for growth while maintaining its high-quality service reputation.
• Modern District FinancialminorStrategic or Co-development Partner · 19 October 2021Michigan-based independent marketing organization acquired October 19, 2021; expands capacity to serve clients with enhanced resources, technology, and ownership benefits.
• Oberlin MarketingcoreStrategic or Co-development Partner · 8 September 2021Fort Wayne, Indiana-based IMO acquired September 8, 2021; Dan Oberlin and Dustin Oberlin became managing partners. Provides Oberlin access to Integrity's insurtech platform.
• Star Benefit AssociatescoreStrategic or Co-development Partner · 10 August 2021Indianapolis-based Medicare-focused field marketing organization acquired August 10, 2021; partnership aims to enhance Medicare offerings and support growth via Integrity's technology and resources.
• GarityAdvantagecoreStrategic or Co-development Partner · 3 August 2021Boston-based leading IMO specializing in senior health and life insurance products, particularly Medicare; acquired August 3, 2021. Key executives became managing partners.
• Theodore GroupminorStrategic or Co-development Partner · 15 June 2021Florida-based life insurance distributor acquired June 15, 2021 as part of Integrity's rapid expansion; partnership increases Theodore Group's growth potential leveraging Integrity's resources and network.
• Unified HealthcoreStrategic or Co-development Partner · 3 June 2021Florida-based data-driven, tech-enabled call center focused on Medicare services; acquired June 3, 2021 to expand Integrity's capabilities in supporting Medicare beneficiaries.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GoHealth: Medicare-focused health insurance marketplace (Nasdaq: GOCO) operating a technology-led agent and DTC platform. Direct competitor in the Medicare distribution space with overlapping carrier relationships and agent-driven model.
• SelectQuote: Public senior-focused insurance distribution platform (NYSE: SLQT) that sells life, auto, home, and Medicare products through direct-to-consumer and agent channels. Highly comparable to Integrity in Medicare and life distribution, though primarily DTC rather than partner-led.
• eHealth: Online health insurance marketplace (Nasdaq: EHTH) selling Medicare, individual, family, and small business health plans. Competes with Integrity in Medicare and individual health distribution through a more consumer-direct channel.

Emerging players

• MediaAlpha: Performance marketing and customer acquisition platform for insurance, health, and home services (NYSE: MAX). Comparable to IntegrityCONNECT Leads as a marketplace connecting insurance buyers and sellers of consumer leads.
• EverQuote: Online insurance marketplace (Nasdaq: EVER) connecting consumers with auto, home, and life insurance agents. Comparable to Integrity's lead-generation and agent-matching capabilities in life and P&C distribution.

Broad incumbents

• QuinStreet: Performance online marketing company (Nasdaq: QNST) with a large insurance vertical that drives consumer acquisition for insurance and financial services. Overlaps with Integrity's lead generation and consumer acquisition channels.
• Primerica: Public insurance and financial services distributor (NYSE: PRI) using a large independent sales force to sell term life, mutual funds, and investment products. Comparable to Integrity in the agent-driven distribution model across life and wealth.
• Hub International: Large private insurance brokerage owned by Hellman & Friedman, distributing commercial and personal lines through a partner network. Comparable to Integrity's brokerage and distribution aggregation model, though more commercial-P&C skewed.
• Globe Life: Public insurance holding company (NYSE: GL) with large life and supplemental health distribution. Operates Union Heritage, Family Heritage, and Direct General, with agent-driven distribution comparable in customer profile to Integrity's senior market focus.

Others

• World Financial Network: Allianz-owned insurance and annuity distribution business with broker-dealer capabilities. Comparable to Integrity's wealth and annuity distribution through partner agencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/integritymg
• YouTubeyoutube.com/channel/UCXgwXbY_fkDjn8GjdsnfZWw
• Facebookfacebook.com/Integrity-Marketing-Group-100620371443399
• LinkedInlinkedin.com/company/integrity-marketing.
• Instagraminstagram.com/integritymktg

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Subsidiaries76 records

Funding overview

Funding rounds4 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A51 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Integrity Marketing Group