LIMRA
LIMRA is a private insurance industry trade association founded in 1916 that serves over 700 member companies across 71 countries with proprietary research, industry benchmarking, professional development, and standards through its LDEx data-exchange framework.
- Company typePrivate
- Founded1916
- HeadquartersWindsor, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What LIMRA does
LIMRA is a private trade association founded in 1916 and headquartered in Windsor, Connecticut, that serves over 700 member companies across 71 countries in the insurance and related financial services industry. Operating under LL Global, Inc. alongside its sister organization LOMA (Life Office Management Association), LIMRA provides a portfolio of research, benchmarking, training, and convening services. Its flagship offerings include the Fact Tank of proprietary sales data, the annual Insurance Barometer Study (co-produced with Life Happens), the MarketFacts magazine, the Industry news2use newsletter, the Insider Insights podcast, and the LIMRA Annual Conference. The organization also delivers professional development programs such as the Trustworthy Selling sales training (run jointly with Hoopis Performance Network and recognized by Selling Power for six consecutive years) and tiered leadership and compliance training. In 2025, LIMRA integrated Alliance for Lifetime Income and launched the LIMRA Data Exchange Standards (LDEx) committee, expanding into retirement-income advocacy and benefits data interoperability. Geographic operations span North America, EMEA, Asia-Pacific, and Latin America, with regional Managing Directors overseeing markets including Japan, China, Korea, Southeast Asia, India, the Caribbean, and Brazil.
LIMRA monetizes its services primarily through recurring membership dues paid by over 700 enterprise member companies, complemented by conference and event fees, training and certification program revenue, research and publication subscriptions, and custom research engagements under its Applied Research Solutions service. Distribution is direct and sales-led, executed through dedicated membership teams reaching insurance-company executives and home-office decision-makers, supported by owned content channels (MarketFacts, news2use, podcast, multilingual website) and a network of 18 member committees and 27 study groups. LIMRA's central technology asset is its industry data exchange standard (LDEx) and the proprietary Fact Tank research infrastructure, rather than consumer-facing software products. The organization operates on a non-profit basis as part of LL Global, Inc. and is governed by a board of senior executives from leading financial-services companies.
LIMRA firmographics
Firmographics- Name
- LIMRA
- Legal name
- LL Global, Inc.
- Website
- https://limra.com
- Company type
- Private
- Founded year
- 1916
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- LIMRA is a private insurance industry trade association founded in 1916 that serves over 700 member companies across 71 countries with proprietary research, industry benchmarking, professional development, and standards through its LDEx data-exchange framework.
- Ownership category
- akta.pro rank
LIMRA industry classification
Industry- Product category
- Insurance Industry Trade Association Services
- NAICS
- Other Management Consulting Services (541618), Professional, Scientific, and Technical Services (54), Other Scientific and Technical Consulting Services (54169), Other Scientific and Technical Consulting Services (541690)
- SIC
- Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700), Services-Management Services (8741)
- akta.pro primary industry
- Finance, Accounting & Risk (CFA/CPA/FRM) Certifications (EDAAANAD)
- akta.pro secondary industry
- Investment Management Advisory (RIA) (FSAEAAAB)
Keywords
Where LIMRA is headquartered
LocationHeadquarters
- HQ city
- Windsor
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
LIMRA business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Membership Dues: LIMRA operates as a membership-based trade association supporting the insurance and related financial services industry. Over 700 member companies around the world pay membership dues to access research, training, conferences, and industry networking opportunities.
- Conference and Event Fees: LIMRA generates revenue through annual conferences, seminars, and event registrations. The 2026 LIMRA Annual Conference is scheduled for September 27-29, 2026 at Gaylord Texan Resort in Grapevine, TX.
- Training and Development Programs: Professional development programs including Trustworthy Selling (in partnership with Hoopis Performance Network), leadership programs, and compliance/AML training provide revenue through course fees and certification programs.
- Publications and Research Access: Research publications, fact sheets, MarketFacts magazine, and industry reports are available to members, with some premium content potentially generating additional revenue.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels12 records
LIMRA product offering
Product offeringCore offering
LIMRA is a worldwide research, consulting, and professional development organization serving the insurance and financial services industry. It delivers industry data, applied research, benchmarking studies, professional training programs, sales-force development (Trustworthy Selling), recruiting and assessment solutions, and standards (e.g., LIMRA Data Exchange). Its offerings are sold through trade association membership and direct programs to insurance carriers, broker-dealers, banks, and financial professionals globally.
Product overview
LIMRA is a trade association supporting the insurance and related financial services industry, offering a comprehensive portfolio of research, data, training, and professional development services. The organization provides sales data reports through its Fact Tank, publishes MarketFacts magazine and Industry news2use newsletter, and conducts the annual Insurance Barometer Study in partnership with Life Happens. Professional development offerings include recruiting and assessment tools, training programs (Essential Knowledge, Professional Growth, Executive Impact), and the Trustworthy Selling sales training program delivered with Hoopis Performance Network. LIMRA facilitates industry collaboration through member committees and study groups, and hosts the annual LIMRA Conference. The organization also provides Applied Research Solutions for custom strategic research, maintains data exchange standards through LDEx, and offers compliance and fraud prevention solutions including AML training.
Differentiator
Problem solved
Functional benefit
Brands
- LOMA: Life Office Management Association - a sister organization under LL Global focused on learning and development for the financial services industry
- Trustworthy Selling
- LIMRA Data Exchange Standards (LDEx)
Products and services
- Trade Association Membership
Quantifiable outcome
- 173% documented ROI for Trustworthy Selling program
- +3 more outcomes
Companies that use LIMRA
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
LIMRA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
LIMRA partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- UnionHubminorUnionHub joined LIMRA's LDEx (Data Exchange Standards) committee to promote secure, standardized data exchange in employee benefits. This partnership aims to improve data security, interoperability, and compliance across the benefits ecosystem.
- Hoopis Performance Network (HPN)coreLIMRA and HPN partnered to deliver the Trustworthy Selling program, recognized on Selling Power's Top Sales Training Companies list for six consecutive years. The program has delivered documented 173% ROI and has over 40,000 graduates worldwide.
- Capgemini Research InstitutecoreJoint publication of the World Life Insurance Report 2026, examining how demographic changes and consumer expectations are transforming the life insurance industry, with study of over 6,100 individuals aged 18-39 across 18 markets.
- Ernst & Young LLP (EY)coreJoint survey with LIMRA and EY of 35 insurance companies and nine executives on combination long-term care insurance products, finding that hybrid LTC products have become the leading private LTC solution.
- Life HappenscoreLIMRA co-produced the 2025 Insurance Barometer Study with Life Happens for Life Insurance Awareness Month. The study reveals that young adults overestimate life insurance costs by 10 to 12 times the actual price.
- Alliance for Lifetime IncomecoreAlliance for Lifetime Income became part of LIMRA and LOMA, expanding the organization's focus on retirement income and guaranteed income solutions for consumers.
- NAILBAminorLIMRA and NAILBA collaborated on research regarding independent distribution intermediaries, including brokerage general agencies (BGAs) and independent marketing organizations (IMOs).
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
LIMRA competitors and assessment
Company assessmentDirect peers
- American Council of Life Insurers (ACLI): The leading US trade association for life insurers, directly comparable to LIMRA in serving life insurance carriers with advocacy, research, and benchmarking. ACLI is the most natural peer in LIMRA's core US market.
- NAILBA (National Association of Insurance and Financial Advisors): Trade association serving independent insurance and financial advisor distribution, with whom LIMRA has collaborated on BGA/IMO research. Comparable in serving the life insurance distribution ecosystem with member-driven research and events.
- Insured Retirement Institute (IRI): Leading association for the retirement income industry, including annuities. IRI overlaps directly with LIMRA's annuity, retirement, and protected-income research and policy agenda, and competes for similar carrier and advisor members.
- Insurance Information Institute (Triple-I): Non-profit industry association delivering insurance research, education, and consumer awareness. Triple-I's research, fact books, and media-facing role closely parallel LIMRA's industry-research and Life Insurance Awareness Month activities.
- Life Happens: Non-profit consumer-education organization with whom LIMRA co-produces the Insurance Barometer Study and Life Insurance Awareness Month. Comparable mission in life insurance awareness and consumer research, and a close LIMRA partner/peer.
- SIFMA (Securities Industry and Financial Markets Association): Trade association for the US securities industry offering research, advocacy, and education. SIFMA is structurally and operationally comparable to LIMRA as a financial services trade association with similar member-driven research, conferences, and benchmarking products.
Broad incumbents
- CFA Institute: Global association for investment professionals administering the CFA charter and producing investment research and standards. Comparable to LIMRA as a financial services professional association, but with a broader portfolio/investment focus rather than insurance specialization.
- Morningstar: Independent investment research and data provider serving financial advisors and institutions. Comparable to LIMRA in providing subscription-based research and benchmarking to financial services professionals, though Morningstar is for-profit and primarily investment-focused.
Others
- EY (Ernst & Young) — Insurance and Actuarial Services: Big Four advisory firm with a deep insurance industry practice that co-produces research with LIMRA (e.g., combination LTC joint study). Comparable as a research and consulting peer serving the same insurance carrier buyers, though operating from a professional services model.
- Deloitte — Insurance Industry Practice: Big Four advisory firm with a global insurance practice providing research, consulting, and actuarial services to carriers. Comparable to LIMRA as an insurance-industry research and consulting peer, but competes through bespoke paid engagements rather than a membership model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
LIMRA social profiles
Digital presenceLIMRA financial estimates
Financial estimateRevenue estimate
Valuation estimate
LIMRA leadership team
Management profileNumber of profiles
Profiles8 records
LIMRA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LIMRA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LIMRA
What does LIMRA do?
LIMRA is a worldwide research, consulting, and professional development organization serving the insurance and financial services industry. It delivers industry data, applied research, benchmarking studies, professional training programs, sales-force development (Trustworthy Selling), recruiting and assessment solutions, and standards (e.g., LIMRA Data Exchange). Its offerings are sold through trade association membership and direct programs to insurance carriers, broker-dealers, banks, and financial professionals globally.
Is LIMRA a public or private company?
LIMRA is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was LIMRA founded?
LIMRA was founded in 1916. It employs 501 to 1,000 people.
Where is LIMRA based?
LIMRA is headquartered in Windsor, United States, in the North America region.
How does LIMRA make money?
Four revenue lines are on record. Membership Dues are the primary driver. The others are conference and Event Fees, training and Development Programs and publications and Research Access.
Who are LIMRA's main competitors?
Direct peers on record are American Council of Life Insurers (ACLI), NAILBA (National Association of Insurance and Financial Advisors), Insured Retirement Institute (IRI), Insurance Information Institute (Triple-I), Life Happens and SIFMA (Securities Industry and Financial Markets Association). Broad incumbents are CFA Institute and Morningstar. Others are EY (Ernst & Young) — Insurance and Actuarial Services and Deloitte — Insurance Industry Practice.
Does LIMRA have an API?
No public API is recorded for LIMRA.
What industry is LIMRA in?
LIMRA's product category is Insurance Industry Trade Association Services. Its primary akta.pro industry code is EDAAANAD, Finance, Accounting & Risk (CFA/CPA/FRM) Certifications, with a secondary code of FSAEAAAB, Investment Management Advisory (RIA). Its NAICS code is 541618 and its SIC code is 8742.