Franklin Madison

What Franklin Madison does

Franklin Madison (operating as Franklin Madison Group LLC) is a private US-based insurance program administrator founded circa 1970 and headquartered in Franklin, Tennessee. The company white-labels and distributes insurance products on behalf of banks, credit unions, and affinity partners, handling the full marketing, enrollment, customer service, billing, and claims administration stack while carrier partners (Prudential, Chubb, Zurich, Securian, Farmers, Matic, American Home Shield) underwrite the underlying policies. Its stated distribution footprint covers over 3,500 financial institutions and 15 million+ consumers, with roughly 100 FIs actively marketing programs under the Franklin Madison brand.

The company operates a two-division structure. The core Franklin Madison division delivers three product suites (Accident & Illness, Life Insurance & AD&D, and Property & Casualty) supported by a proprietary Marketing Intelligence Platform and a Client-360 Consumer Matching Model that uses data analytics to identify likely insurance buyers, optimal channels, and personalized messaging across email, direct mail, social, mobile, and digital touchpoints. The subsidiary Franklin Madison Direct (bolstered by the 2022 acquisition of SeQuel Response) operates as a performance-driven direct response advertising agency serving consumer and insurance brands.

Franklin Madison monetizes via recurring program administration fees and non-interest income arrangements with FI partners, who receive a share of policy economics without capital outlay. The company is privately held, with Mill Point Capital as a disclosed PE backer since 2018, and runs US-domestic operations only.

Name

Franklin Madison

Legal name

Franklin Madison Group LLC

Website

https://franklin-madison.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

101–250 employees

Short description

Franklin Madison is a private US insurance program administrator that white-labels insurance products for banks, credit unions, and affinity partners, using proprietary data analytics and omnichannel marketing to distribute carrier-underwritten policies through 3,500+ financial institutions reaching 15 million+ consumers.

Ownership category

akta.pro rank

Product category

Insurance Program Administration

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Other Insurance Related Activities (52429), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)

akta.pro primary industry

Eligibility, Coverage Verification & Policy Administration Support (BPAAAFAC)

akta.pro secondary industry

Eligibility, Enrollment & Benefits Administration (HLAEALAH)

Keywords

• White-label insurance programs
• Insurance program administration
• Bank channel insurance
• Credit union insurance
• Data-driven insurance marketing

Headquarters

HQ city

Franklin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Program Administration: Franklin Madison generates revenue by administering insurance programs for financial institution partners. They handle marketing, enrollment, customer service, and billing while insurance carriers underwrite the policies. Partners receive recurring non-interest income with no capital outlay.
2. Non-Interest Income Generation: Financial institutions (banks, credit unions) earn recurring revenue through insurance products offered to their customers/members without requiring capital investment or operational involvement from the financial institution.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Franklin Madison administers white-labeled insurance programs (Accident & Illness, Life Insurance and AD&D, and Property & Casualty) on behalf of banks, credit unions, and affinity partners, handling end-to-end marketing, enrollment, customer service, billing, and claims support while licensed carriers underwrite the policies. The company pairs these product suites with a proprietary Marketing Intelligence Platform and Client-360 matching model to deliver data-driven, omnichannel consumer engagement that drives retention and non-interest income for partners.

Product overview

Franklin Madison operates as a two-division company offering insurance and marketing solutions. The core Franklin Madison division provides a turnkey insurance platform consisting of three product suites (Accident & Illness, Life Insurance and AD&D, and Property & Casualty), paired with Data-Driven Engagement marketing intelligence and Personalized Consumer Journeys for banks, credit unions, and affinity partners. The subsidiary Franklin Madison Direct operates as a performance-driven direct response advertising agency. The company partners with major national carriers including American Home Shield, Matic, Securian Financial, Zurich, Farmers, Chubb, and Prudential to deliver white-labeled insurance products under partner branding.

Differentiator

Problem solved

Functional benefit

Products and services

• Accident & Illness Product Suite Supplemental insurance product covering out-of-pocket expenses with guaranteed acceptance, designed as a complement to existing insurance coverage and offered white-labeled through financial institution partners.
• Life Insurance and AD&D Product Suite Various levels of life insurance and accidental death and dismemberment coverage tailored to consumers based on age and medical conditions, offered white-labeled through financial institution partners.
• Property & Casualty Product Suite Insurance coverage options for auto, home, and appliance protection, distributed white-labeled through financial institution partners via carriers such as Farmers and Chubb.
• Franklin Madison Direct Performance-driven direct response advertising agency providing marketing solutions to help consumer and insurance brands reach target audiences through optimized campaigns and targeted acquisition strategies.

Quantifiable outcome

• Customers enrolled in insurance stay 63% longer with their financial institution
• +4 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core.

• American Home ShieldcoreStrategic or Co-development PartnerInsurance carrier partner providing home warranty and protection products through Franklin Madison's white-labeled programs for financial institutions.
• MaticcoreStrategic or Co-development PartnerInsurance partner providing home and appliance protection products through Franklin Madison's distribution network.
• Securian FinancialcoreStrategic or Co-development PartnerLife insurance and financial protection products provider partnering with Franklin Madison to offer coverage through bank and credit union channels.
• ZurichcoreStrategic or Co-development PartnerGlobal insurance carrier providing property and casualty coverage through Franklin Madison's white-labeled programs.
• Farmers InsurancecoreStrategic or Co-development PartnerInsurance carrier partner offering home, auto, and property coverage through Franklin Madison's financial institution distribution network.
• ChubbcoreStrategic or Co-development PartnerProperty and casualty insurance provider partnering with Franklin Madison to deliver coverage through affinity and financial institution partners.
• PrudentialcoreStrategic or Co-development PartnerLife insurance and financial services company providing coverage options through Franklin Madison's white-labeled insurance programs.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Assurant: Assurant partners with banks, credit unions, and retailers to distribute connected-life and protection products (life, AD&D, device protection, debt cancellation) through white-label and embedded models — overlapping directly with Franklin Madison's bank-channel and P&C suite.
• Allstate Benefits: Allstate's supplemental and voluntary benefits division sells life, accident, and disability insurance through employer and affinity/worksite channels — competing head-to-head with Franklin Madison's Accident & Illness and Life & AD&D suites in FI distribution.
• TruStage: TruStage (CUNA Mutual's consumer brand) is a direct competitor distributing life, AD&D, auto, and personal property insurance through credit unions under white-label/affinity arrangements — virtually identical GTM model to Franklin Madison's credit union channel.
• CUNA Mutual Group: CUNA Mutual Group is a credit-union-owned insurance and financial services company that distributes life, disability, and lending-related insurance to credit unions — a structural competitor inside the same credit union channel Franklin Madison serves.

Broad incumbents

• MetLife Group Benefits: MetLife is a broad incumbent in life, dental, disability, and voluntary benefits with deep bank-channel distribution (including prepaid card programs) — overlapping with Franklin Madison's Life & AD&D suite but at much larger scale and with in-house underwriting.
• Transamerica:

Emerging players

• Securian Financial: Securian Financial is a Franklin Madison carrier partner for life and AD&D products, but also operates its own institutional/affinity distribution through banks and worksites — placing it simultaneously as partner and partial competitor in the same embedded-insurance space.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Customer concentration

• Xx.com/frnklnmadison
• LinkedInlinkedin.com/company/franklinmadison

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Franklin Madison