Zinnia

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.

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

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

• Insurance technology platforms
• Policy administration software
• Annuity order entry
• Life insurance underwriting
• Insurance distribution software

Headquarters

HQ city

Topeka

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. Third-Party Administration Services: Digital third-party administration (TPA) services for carriers including policy processing, underwriting, and claims handling through The Policy Processor platform.
3. Distribution Technology Services: Technology and professional services for advisors and distributors through SmartOffice, AnnuityNet, and Policygenius Pro platforms.
4. Consumer Marketplace (Policygenius): Digital insurance marketplace enabling consumers to compare and purchase insurance products; revenue derived from carrier referrals and commissions.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and strategic.

• Insured Retirement Institute (IRI)coreStrategic or Co-development Partner · 9 April 2026IRI 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.
• SnowflakecoreTechnology or Integration · 20 January 2026Zinnia 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 BenefitstrategicTechnology or Integration · 20 January 2026Security 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 AmericacoreTechnology or Integration · 12 January 2026Royal 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)coreTechnology or Integration · 6 August 2025Zinnia 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 FinancialcoreChannel Partner/ Reseller/ Distributor · 25 September 2024Strategic 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 LifestrategicTechnology or Integration · 6 January 20231891 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

Emerging 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

• LinkedInlinkedin.com/company/zinnia-insurance
• Xx.com/zinnia
• Facebookfacebook.com/zinniatm

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A5 records

Investments

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

Frequently asked questions about Zinnia