LIMRA

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.

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

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

• Insurance trade association
• Industry research services
• Professional development training
• Financial services consulting
• Market research data

Headquarters

HQ city

Windsor

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• UnionHubminorStrategic or Co-development Partner · 28 October 2025UnionHub 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)coreStrategic or Co-development PartnerLIMRA 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 InstitutecoreStrategic or Co-development PartnerJoint 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)coreStrategic or Co-development PartnerJoint 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 HappenscoreStrategic or Co-development PartnerLIMRA 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 IncomecoreStrategic or Co-development PartnerAlliance for Lifetime Income became part of LIMRA and LOMA, expanding the organization's focus on retirement income and guaranteed income solutions for consumers.
• NAILBAminorStrategic or Co-development PartnerLIMRA 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

Direct 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

• Xx.com/LIMRA
• YouTubeyoutube.com/user/limraloma
• Facebookfacebook.com/LIMRANews
• LinkedInlinkedin.com/company/22181

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about LIMRA