Lion Street
Lion Street operates a national network of 200+ independent Firms and 800+ financial professionals distributing sophisticated life insurance and wealth planning solutions to high-net-worth individuals, business owners, and executives across 44 U.S. states.
- Company typePrivate
- Founded2010
- HeadquartersAustin, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Lion Street does
Lion Street is a national distribution and broker-general-agency (BGA) platform founded in 2010 and headquartered in Austin, Texas, that connects a network of 200+ independent insurance and wealth management Firms and 800+ financial professionals with high-net-worth individuals, business owners, and high-income executives. The Firm network spans 44 states and 250+ cities, placing $2.7B in annual premium across 55K+ policies with $136B+ of life insurance benefits in force. Lion Street's open-architecture Integrated Platform provides direct access to six strategic carriers (Pacific Life, Nationwide, Penn Mutual, Prudential, Lincoln, John Hancock) plus all nationally known carriers, supported by an exclusive broker-dealer and corporate RIA, Integrity Wealth. Core products span Life Insurance Solutions (Indexed/Variable Universal Life, Whole Life, Term, annuities, disability, long-term care), Corporate & Business Solutions (NQDC, SERPs, buy-sell, BOLI/COLI, ESOP), and the Private Client Group, which supports bank and wirehouse advisors. Revenue is generated primarily through commissions on placed insurance and wealth advisory fees, with pricing varying by client profile, policy type, and carrier; Lion Street does not publicly disclose pricing. Distribution is reinforced by Firm Builder consultants, annual owner conferences (Indaba, Institute, Trusted Advisors Conference), and selective firm recruitment led by Brian Bonifant's team. The company was acquired by Integrity, an omnichannel insurtech leader, in 2022, and continues to operate as a wholly owned subsidiary serving sophisticated large-case life insurance and wealth planning markets.
Lion Street firmographics
Firmographics- Name
- Lion Street
- Legal name
- Lion Street
- Website
- https://lionstreet.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lion Street operates a national network of 200+ independent Firms and 800+ financial professionals distributing sophisticated life insurance and wealth planning solutions to high-net-worth individuals, business owners, and executives across 44 U.S. states.
- Ownership category
- akta.pro rank
Lion Street industry classification
Industry- Product category
- Insurance Distribution / Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Insurance Agents, Brokers & Service (6411), Life Insurance (6311)
- akta.pro primary industry
- Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)
Keywords
Where Lion Street is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lion Street business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Distribution & Commissions: Lion Street generates revenue primarily through commissions earned on the sale of life insurance and wealth planning products distributed through its network of independent Firms. As a national distribution partner with multiple insurance carriers, Lion Street and its affiliated Firms earn commissions on insurance policies placed with carriers. The company also earns revenue through its exclusive broker-dealer (Integrity Wealth) which provides advisory and wealth management services.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Lion Street product offering
Product offeringCore offering
Lion Street operates an elite national network of 200+ independent Firms and 800+ financial professionals that distribute sophisticated life insurance, annuities, wealth planning, and corporate executive benefit solutions to high-net-worth individuals, families, business owners, and executives. The integrated open-architecture platform provides direct carrier access, case management, underwriting, back-office, and compliance support, and is paired with Integrity Wealth, an exclusive broker-dealer and corporate RIA for integrated wealth management.
Product overview
Lion Street is an elite national distribution network that operates as a unified platform-plus-modules architecture. The core offering is the Lion Street Network (200+ independent Firms, 800+ financial professionals) providing life insurance and wealth planning solutions. The Integrated Platform serves as the central infrastructure with open architecture, providing direct carrier access, case management, and compliance support. Supporting modules include Life Insurance Solutions, Corporate & Business Solutions (C&BS), Integrity Wealth (broker-dealer/RIA sub-brand), Private Client Group, Advanced Markets Services, Firm Builder Program, and Next Gen Sales Academy. Together these components enable Firms to serve high-net-worth clients across life insurance, wealth management, executive benefits, and corporate insurance markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Lion Street Network Elite national network of over 200 independent Firms and 800+ financial professionals distributing sophisticated life insurance and wealth planning solutions to high-net-worth individuals, families, companies, business owners, and executives across the United States.
- Life Insurance Solutions Sophisticated life insurance planning solutions for high-net-worth clients, including individual and survivorship life insurance (Indexed and Variable Universal Life, Universal Life, Whole Life, Term), annuities, disability income, long-term care, and specialty risk products.
- Corporate & Business Solutions (C&BS) Corporate life insurance and executive benefit consulting services, including succession planning (Buy-Sell, ESOP, Stock Redemption), executive compensation strategies (NQDC, SERPs, Split-dollar), key employee benefit restoration, and asset strategies (COLI, BOLI, ICOLI) for business owners and corporations.
- Integrity Wealth Exclusive broker-dealer and corporate RIA platform providing comprehensive advisory solutions, including proprietary models, stocks, bonds, mutual funds, alternative investments, model portfolios, COLI, PPLI, annuities, and asset managers with integrated technology for portfolio management.
- Lion Street Private Client Group (LSPCG) Specialized life insurance support network for financial advisors at banks, wirehouses, and other financial services organizations; helps them serve HNW clients with estate planning, business, and corporate insurance needs through a national network of seasoned professionals.
- Integrated Platform Open architecture platform providing direct access to all major insurance carriers, exclusive broker-dealer services, sophisticated resources for advanced markets, case design, underwriting support, back-office services, and compliance support across product and regulatory spectrums.
- Firm Builder Program Consulting program pairing firm-building consultants with Lion Street Firms to develop revenue growth plans, introduce new markets and products, enhance carrier relationships, and implement operational efficiencies.
Quantifiable outcome
- 16x greater average life insurance face amount than the industry average
- +5 more outcomes
Companies that use Lion Street
Customer profileNamed customers22 records
Segments4 records
Ideal customer profiles4 records
Lion Street technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Lion Street partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and supporting.
- Sunflower Insurance Solutions Inc.coreSunflower Bank launched Sunflower Insurance Solutions Inc. as a wholly owned subsidiary offering insurance and wealth planning services to businesses and high-net-worth individuals. The new subsidiary entered into a strategic partnership with Austin-based Lion Street to leverage its network of independent firms and advanced planning resources, expanding Sunflower Bank's comprehensive financial strategies offerings as part of its wealth management services.
- Pacific LifecoreOne of six strategic carrier partner relationships providing Lion Street Firms with unparalleled access to life insurance products and solutions for high-net-worth clients. Pacific Life is one of the founding strategic partners in Lion Street's carrier ecosystem.
- NationwidecoreOne of six strategic carrier partner relationships providing Lion Street Firms with access to life insurance, annuities, and related products. Nationwide also partnered with Lion Street on the Next Gen Sales Academy professional development program.
- Penn MutualcoreOne of six strategic carrier partner relationships providing Lion Street Firms with access to life insurance and wealth planning products.
- PrudentialcoreOne of six strategic carrier partner relationships providing Lion Street Firms with access to life insurance and related products.
- Lincoln FinancialcoreOne of six strategic carrier partner relationships providing Lion Street Firms with access to life insurance and annuity products. Lincoln Financial participated in the 'The Great Kennedy Debate' at Lion Street's Institute 2024 conference.
- John HancockcoreOne of six strategic carrier partner relationships providing Lion Street Firms with access to life insurance products. John Hancock participated in Institute 2024 as a keynote speaker (Brooks Tingle).
- Integrity Wealth (Integrity Wealth Partners)coreLion Street's exclusive broker-dealer and corporate RIA, Integrity Wealth, provides comprehensive advisory solutions including proprietary models, stocks, bonds, mutual funds, alternative investments, model portfolios, COLI, PPLI, annuities, and asset managers. Integrity Wealth is part of the integrated platform and is the exclusive wealth management component of the Lion Street network. Custodial partners include BNY, Fidelity, SSC, Wove, and Credit Suisse.
- Red Flag AdvantagesupportingLion Street partnered with Red Flag Advantage alongside Nationwide to curate the inaugural Next Gen Sales Academy professional development program for future advisors in the Lion Street network.
- Allianz, Corebridge, Equitable, Mass Mutual, Securian, Mutual of Omaha, National Life, New York Life, North American, Principal, Protective, SymetrasupportingLion Street maintains full access to all nationally known insurance carriers beyond its six strategic partners, providing Firms with comprehensive product breadth across the life insurance and wealth planning market.
- BNY, Fidelity, SSC, Wove, Credit SuissesupportingCustodial relationships and industry partners that Integrity Wealth leverages to provide clients with flexible custody options. These partners support the open architecture model by providing access to stocks, bonds, mutual funds, and other investment vehicles.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Lion Street competitors and assessment
Company assessmentDirect peers
- Annexus: Brokerage general agency focused on life insurance, annuities, and advanced markets for HNW clients; directly comparable to Lion Street's BGA distribution model.
- M Financial Group: Member-owned network of independent life insurance producers serving HNW and corporate clients with sophisticated planning solutions; the closest analog to Lion Street's Firm-based distribution model.
- Crump Life Insurance Services: One of the largest US wholesale life insurance brokerage platforms serving independent advisors with sophisticated case design and carrier access, comparable to Lion Street's distribution role.
- Park Avenue Securities: Independent broker-dealer and insurance affiliate of Guardian Life focused on HNW producers; directly comparable as a hybrid IBD/BGA platform.
- HD Vest: Independent broker-dealer specializing in tax-focused financial professionals with a meaningful life insurance and wealth planning practice; comparable IBD-plus-insurance platform.
Broad incumbents
- National Financial Partners (NFP): Large diversified insurance brokerage and advisory firm co-founded by Bob Carter; broad portfolio of property/casualty, benefits, and life insurance distribution that overlaps with Lion Street's HNW life insurance practice.
- Cetera Financial Group: Large multi-channel independent broker-dealer network serving thousands of advisors with insurance, wealth, and advisory solutions; broader IBD competitor with overlapping insurance distribution.
- Cambridge Investment Research: Large independent broker-dealer with insurance and wealth capabilities serving independent financial professionals across the US; broad incumbent competitor in the same distribution channel.
- Kestra Financial: Independent broker-dealer platform (formerly NFP Securities) with significant insurance distribution capabilities; comparable IBD serving independent advisors.
- Risk Strategies: National specialty insurance brokerage operating across HNW and corporate segments with substantial life insurance and advanced planning capabilities; broader incumbent with overlapping HNW client focus.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Lion Street social profiles
Digital presenceLion Street compliance and trust
Trust signalCompliance3 records
Lion Street financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lion Street leadership team
Management profileNumber of profiles
Profiles12 records
Lion Street subsidiaries and ownership
Company hierarchySubsidiaries3 records
Lion Street funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lion Street M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lion Street
What does Lion Street do?
Lion Street operates an elite national network of 200+ independent Firms and 800+ financial professionals that distribute sophisticated life insurance, annuities, wealth planning, and corporate executive benefit solutions to high-net-worth individuals, families, business owners, and executives. The integrated open-architecture platform provides direct carrier access, case management, underwriting, back-office, and compliance support, and is paired with Integrity Wealth, an exclusive broker-dealer and corporate RIA for integrated wealth management.
Is Lion Street a public or private company?
Lion Street is a private company. It is classified as corporate owned and is currently operating.
When was Lion Street founded?
Lion Street was founded in 2010. It employs 101 to 250 people.
Where is Lion Street based?
Lion Street is headquartered in Austin, United States, in the North America region.
How does Lion Street make money?
One revenue line is on record: insurance Distribution & Commissions.
Who are Lion Street's main competitors?
Direct peers on record are Annexus, M Financial Group, Crump Life Insurance Services, Park Avenue Securities and HD Vest. Broad incumbents are National Financial Partners (NFP), Cetera Financial Group, Cambridge Investment Research, Kestra Financial and Risk Strategies.
Does Lion Street have an API?
No public API is recorded for Lion Street.
What industry is Lion Street in?
Lion Street's product category is Insurance Distribution / Wealth Management. Its primary akta.pro industry code is FSAAACAI, Insurance-Integrated Wealth Managers (RIA + Insurance Solutions). Its NAICS code is 523940 and its SIC code is 6411.