Zinnia
Zinnia provides cloud-native, API-first insurance technology platforms for the life and annuity industry, serving 70+ carriers, 225,000+ advisors, and 350+ distributors with policy administration, underwriting, order entry, and consumer marketplace solutions.
- Company typePrivate
- Founded2005
- HeadquartersTopeka, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Zinnia does
Zinnia (formerly SE2) is a private insurance technology company founded in 2005 and headquartered in Greenwich, Connecticut, operating as a subsidiary of Eldridge Industries with additional institutional backing from KKR and Vista Credit Partners. The company provides cloud-native, API-first software and services for the life and annuity insurance industry, serving 70+ carriers, 225K+ active advisors, and 350+ distributors, and processing over 55% of U.S. digital annuity sales through bank and broker-dealer channels. Its platform spans the full insurance value chain through three core offerings (Zinnia Launch for product design and deployment, Zinnia Market Connect for distribution, and Zinnia Now for legacy modernization) alongside specialized products including Zahara (policy administration), AnnuityNet (order entry), SmartOffice (CRM and agency management), The Policy Processor (TPP) underwriting platform, and the Policygenius consumer marketplace.
The platform is built on AWS infrastructure with a blockchain-based policy ledger (Canton from Digital Asset), REST/JSON API frameworks contributed to industry standards via the Insured Retirement Institute (IRI), and AI/ML capabilities embedded across underwriting, contact center, and advisor co-pilot workflows. Zinnia has consolidated its position through a series of acquisitions (Breathe Life in 2022, Life Product Solutions Group in March 2023, Policygenius in April 2023, and Ebix's Life and Annuity Software Assets in April 2024), which collectively added over 1,200 employees across U.S. and India operations and brought key platforms such as SmartOffice, Winflex, AnnuityNet, LifeSpeed, and TPP into the portfolio.
Zinnia generates revenue through a mix of enterprise platform licensing and subscription fees paid by carriers and distributors, third-party administration and managed services, professional services for advisor and distribution technology deployments, and marketplace commissions from the Policygenius consumer channel. Pricing is quote-based with annual and multi-year enterprise agreements. The company holds AICPA SOC 2 Type II certification, serves 8 of the top 10 U.S. banks and 18 of the top 20 annuity producers, and administers $173.7 billion in assets across 40+ clients.
Zinnia firmographics
Firmographics- Name
- Zinnia
- Legal name
- Zinnia Corporate Holdings, LLC
- Website
- https://zinnia.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Zinnia provides cloud-native, API-first insurance technology platforms for the life and annuity industry, serving 70+ carriers, 225,000+ advisors, and 350+ distributors with policy administration, underwriting, order entry, and consumer marketplace solutions.
- Ownership category
- akta.pro rank
Zinnia industry classification
Industry- Product category
- Life and Annuity Insurance Technology Software
- NAICS
- Software Publishers (5132), Insurance Agencies and Brokerages (524210), Direct Life, Health, and Medical Insurance Carriers (52411), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Life Insurance (6311)
- akta.pro primary industry
- Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB)
- akta.pro secondary industries
- Customer Engagement, CRM & Agent/Broker Enablement Platforms (FSAGAGAD), Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA), Claims Management & Digital FNOL Platforms (FSAGAGAC), Insurance Program Administration & MGA/MGU Services (FSAEADAK)
Keywords
Where Zinnia is headquartered
LocationHeadquarters
- HQ city
- Topeka
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
Zinnia business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Platform Licensing and Subscription: Technology platform licensing to insurance carriers and distributors for policy administration, order entry, and distribution management. Likely subscription-based SaaS model.
- Third-Party Administration Services: Digital third-party administration (TPA) services for carriers including policy processing, underwriting, and claims handling through The Policy Processor platform.
- Distribution Technology Services: Technology and professional services for advisors and distributors through SmartOffice, AnnuityNet, and Policygenius Pro platforms.
- Consumer Marketplace (Policygenius): Digital insurance marketplace enabling consumers to compare and purchase insurance products; revenue derived from carrier referrals and commissions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise platform licensing |
| Other | Multi-year contract | Professional services and implementation |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels5 records
Zinnia product offering
Product offeringCore offering
Zinnia provides a cloud-native, API-first insurance technology platform for the life and annuity industry, selling policy administration (Zahara), order entry (AnnuityNet), AI-powered underwriting (The Policy Processor/TPP), CRM and agency management (SmartOffice), distribution marketplaces, and legacy modernization (Zinnia Now) to insurance carriers, banks, broker-dealers, and financial advisors. Through its Policygenius sub-brand, Zinnia also operates a direct-to-consumer digital insurance marketplace across life, disability, and property and casualty products. The platform supports product design, deployment, distribution, underwriting, and post-issue servicing with AI/ML, blockchain ledger, and Snowflake-powered analytics.
Product overview
Zinnia offers a comprehensive platform architecture for the life and annuity insurance industry, consisting of three core platforms—Zinnia Launch (product design and deployment), Zinnia Market Connect (distribution marketplace), and Zinnia Now (legacy modernization)—alongside specialized products including AnnuityNet (order-entry), Zahara (policy administration), SmartOffice (CRM), The Policy Processor/TPP (underwriting), and Policygenius (consumer marketplace). The platform enables carriers to build, sell, and service insurance across the entire lifecycle with AI-powered capabilities, API-first design, and cloud-native architecture. Through acquisitions of Ebix assets (SmartOffice, Winflex, Vital Sales Suite, LifeSpeed, TPP) and Policygenius, Zinnia has expanded to serve 70+ carriers and 225K+ advisors, processing over 55% of U.S. digital annuity sales.
Differentiator
Problem solved
Functional benefit
Brands
- Policygenius: Digital insurance marketplace offering comparison, unbiased expert advice, policy purchase, and portfolio management across life, disability, and home and auto insurance. Now operated as a retained sub-brand under Zinnia.
- SmartOffice
- Zahara
- AnnuityNet
- The Policy Processor (TPP)
- Zinnia Launch
- Zinnia Market Connect
- Zinnia Now
- Policygenius Pro
Products and services
- Zinnia Launch A product design and deployment platform that accelerates product design, deployment, and distribution with one seamless platform built to scale for long-term policy servicing, primarily for life and annuity insurance carriers.
- Zinnia Market Connect A next-generation distribution marketplace that integrates education, product matching, digital order entry, and servicing into one experience for insurance distributors, advisors, and carriers.
- Zinnia Now A flexible path to digital insurance that enables enhancement and/or conversion of legacy carrier and distributor systems with modern digital tools to transform the customer experience.
- AnnuityNet An order-entry platform that streamlines annuity applications for agents and distributors by connecting to multiple carriers, automatically generating forms, and validating applications against carrier rules; achieves nearly 100% 'In Good Order' rates and next-day policy issuance.
- Zahara Policy Administration System A policy administration platform that enables insurance carriers to build, test, and launch life and annuity products rapidly using pre-configured product chassis, with real-time policy history on the Canton digital ledger and built-in compliance.
- SmartOffice A CRM and agency management system for life and annuity advisors, managing client relationships, policies, commissions, and service activity with a modernized interface, streamlined workflows, and expanded mobile experience.
- The Policy Processor (TPP) A cloud-based new business and underwriting platform for life and annuity carriers that delivers AI-enabled summarization, integrated reinsurance workflows, low-code configuration, and API-first design.
- Hybrid Origination A hybrid distribution platform that modernizes the life insurance purchase experience, combining advisor-led and digital capabilities with electronic application (e-App) processing that reduces time-to-policy to as little as 48 hours for smaller policies.
- Policygenius A digital insurance marketplace enabling consumers to compare options from top insurance carriers, get unbiased expert advice, buy policies, and manage their insurance portfolio across life, disability, and property and casualty insurance.
- Policygenius Pro A turnkey insurance platform under Policygenius by Zinnia that provides quoting tools, built-in referral processes, and licensed insurance agent support for case management, underwriting, and product support to financial advisors.
- Enterprise API Framework An Enterprise API framework for annuity servicing with IRI-approved in-force transaction APIs (One-Time Withdrawal Quote, One-Time Withdrawal, Systematic Withdrawal Program Setup, Systematic Withdrawal Program Update) that enable real-time transaction processing for annuity servicing.
- Data and AI Platform An analytics and AI platform powered by Snowflake AI Data Cloud that delivers advanced machine learning, real-time analytics, self-hosted Streamlit applications, and GenAI integration for insurance operations.
Quantifiable outcome
- Carriers can launch FIA products in under 3 months (vs. 1+ year with legacy systems)
- +7 more outcomes
Companies that use Zinnia
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Zinnia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability6 records
Feature8 records
Zinnia partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and strategic.
- Insured Retirement Institute (IRI)coreIRI approved four in-force transaction APIs built on Zinnia's contributed Enterprise API framework. Zinnia is member of IRI Messaging Standards Governance Committee, contributing to industry-wide standardization of annuity servicing.
- SnowflakecoreZinnia collaborated with Snowflake to integrate its insurance platform with Snowflake's AI Data Cloud. Zinnia acts as implementation partner for insurers adopting Snowflake's platform, combining insurance expertise with Snowflake's data and AI capabilities. Security Benefit is already using capabilities delivered through this integration.
- Security BenefitstrategicSecurity Benefit is already benefiting from advanced data and AI capabilities delivered through Zinnia-Snowflake partnership. Using Snowflake AI Data Cloud for secure data exchange and faster decision-making.
- Royal Neighbors of AmericacoreRoyal Neighbors launched The Policy Processor (TPP) with Zinnia, becoming first carrier to process annuities on the AI-powered platform. TPP enables streamlined case management, consolidating annuity case management into single platform.
- Amazon Web Services (AWS)coreZinnia migrated its core AnnuityNet order entry solution to AWS cloud infrastructure. Zinnia leverages AWS's Migration Acceleration Program (MAP) for large-scale cloud migrations including data warehouse and commission systems. Processes over 55% of annuities submitted by bank and broker-dealer community on AWS.
- LPL FinancialcoreStrategic relationship providing LPL's 23,000+ financial advisors access to Policygenius Pro by Zinnia for life insurance fulfillment. Zinnia's marketplace brings wide variety of insurers and policy options to largest U.S. broker-dealer, simplifying advisor workflows and reducing placement times.
- 1891 Financial Lifestrategic1891 Financial Life launched Zinnia's Hybrid Origination solution including electronic application (e-App). Digital transformation reduced average time-to-policy for larger products to one week and smaller policies to 48 hours.
Scale indicators14 records
Recent moves7 records
Expansion highlights7 records
Zinnia competitors and assessment
Company assessmentEmerging players
- ReSource Pro: ReSource Pro provides business process outsourcing and tech-enabled services to insurance carriers (underwriting, claims, operations), including India-based delivery; adjacent to Zinnia's third-party administration and TPA services for life/annuity.
Direct peers
- EIS Group: EIS provides a cloud-native, API-first core insurance platform for life, health, and P&C, with strong distribution/agent engagement modules; directly competes with Zinnia's Open Insurance architecture and life/annuity core.
- OneShield Software: OneShield delivers core insurance software for P&C and specialty lines with a focus on product configuration and policy administration; overlaps with Zinnia's carrier-facing product design and deployment capabilities.
- Majesco: Majesco provides cloud-based core insurance software (policy, billing, claims) for P&C and life/health carriers; competes with Zinnia in the policy administration core for life and annuity, especially mid-market insurers pursuing digital transformation.
- Sapiens International: Sapiens offers core insurance software solutions (policy administration, underwriting, claims) across life, P&C, and health; closely competes with Zinnia's Zahara and TPP offerings for life and annuity carriers globally.
- Duck Creek Technologies: Duck Creek delivers a cloud-native core insurance suite for policy, billing, and claims across P&C and life; comparable SaaS-based core platform play addressing the same legacy-modernization pain points Zinnia solves for life and annuity carriers.
- Vitech Systems Group: Vitech provides a core administration platform for insurance, retirement, and investment management; competes with Zinnia in life, annuity, and retirement policy administration and group benefits.
- Insurity: Insurity is a core insurance SaaS provider offering policy administration, billing, and claims to P&C and specialty insurers; comparable to Zinnia's life/annuity policy administration and underwriting platforms targeting carrier digital transformation.
Regional players
- LTIMindtree (Insurance Practice): LTIMindtree, headquartered in India, is a major IT services and digital engineering provider to global insurers including life and annuity carriers; comparable in delivery footprint to Zinnia's India GCC, and competes for digital transformation mandates.
Broad incumbents
- Verisk: Verisk is a large data analytics and insurance technology provider with underwriting, claims, and workflow solutions; broader incumbent in the insurance tech ecosystem that occasionally competes with and partners with Zinnia in underwriting and analytics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Zinnia social profiles
Digital presenceZinnia compliance and trust
Trust signalCompliance1 record
Zinnia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zinnia leadership team
Management profileNumber of profiles
Profiles13 records
Zinnia subsidiaries and ownership
Company hierarchySubsidiaries4 records
Zinnia funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zinnia M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Zinnia
What does Zinnia do?
Zinnia provides a cloud-native, API-first insurance technology platform for the life and annuity industry, selling policy administration (Zahara), order entry (AnnuityNet), AI-powered underwriting (The Policy Processor/TPP), CRM and agency management (SmartOffice), distribution marketplaces, and legacy modernization (Zinnia Now) to insurance carriers, banks, broker-dealers, and financial advisors. Through its Policygenius sub-brand, Zinnia also operates a direct-to-consumer digital insurance marketplace across life, disability, and property and casualty products. The platform supports product design, deployment, distribution, underwriting, and post-issue servicing with AI/ML, blockchain ledger, and Snowflake-powered analytics.
Is Zinnia a public or private company?
Zinnia is a private company. It is classified as corporate owned and is currently operating.
When was Zinnia founded?
Zinnia was founded in 2005. It employs 1,001 to 5,000 people.
Where is Zinnia based?
Zinnia is headquartered in Topeka, United States, in the North America region.
How does Zinnia make money?
Four revenue lines are on record. Platform Licensing and Subscription is the primary driver. The others are third-Party Administration Services, distribution Technology Services and consumer Marketplace (Policygenius).
Who are Zinnia's main competitors?
ReSource Pro is listed as an emerging player. Direct peers are EIS Group, OneShield Software, Majesco, Sapiens International, Duck Creek Technologies, Vitech Systems Group and Insurity. LTIMindtree (Insurance Practice) is listed as a regional player. Verisk is listed as a broad incumbent.
Does Zinnia have an API?
Yes. Zinnia offers Enterprise API frameworks for annuity servicing. The Insured Retirement Institute (IRI) has approved four in-force transaction APIs built on Zinnia's Enterprise API framework: One-Time Withdrawal Quote, One-Time Withdrawal, Systematic Withdrawal Program Setup, and Systematic Withdrawal Program Update. These REST/JSON APIs are publicly available and enable real-time transaction processing for annuity servicing. Zinnia's API-first design supports multiple business models and product lines with real-time visibility into case status, performance metrics, and workload distribution. Developer documentation is at specs.dfa.irionline.org/index.html.
What industry is Zinnia in?
Zinnia's product category is Life and Annuity Insurance Technology Software. Its primary akta.pro industry code is FSAGAGAB, Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS), with a secondary code of FSAGAGAD, Customer Engagement, CRM & Agent/Broker Enablement Platforms. Its NAICS code is 5132 and its SIC code is 6411.