TRANZACT

What TRANZACT does

TRANZACT is a privately held direct-to-consumer insurance marketing and sales platform headquartered in Fort Lee, New Jersey, that connects individual consumers — primarily Medicare-eligible and supplemental-insurance buyers — with major U.S. insurance carriers through a licensed-agent workforce of more than 3,000 across 11 domestic offices and an international operations hub in Lima, Peru. The company's core product is an end-to-end customer-acquisition engine spanning paid digital marketing, direct mail, response TV, CRM-driven lead nurture, licensed-agent telesales, and post-enrollment member care, with dedicated English- and Spanish-language channels via the Anhelo subsidiary and the Omni Direct Hispanic-market media agency. The proprietary TZ Nucleus technology platform underpins analytics, lead scoring, quality scoring, and member-experience workflows, while the Tandem product extends these member-experience capabilities directly into carrier partner infrastructures.

TRANZACT operates a transaction-fee revenue model, earning commissions and referral fees from insurance carriers when consumers enroll in Medicare Advantage, Medicare Supplement, Life, or Supplemental insurance plans through its channels — the consumer-facing service is free. The carrier side is highly concentrated around long-standing, decade-plus partnerships with Aetna Medicare and Aflac, alongside other leading national carriers; both have publicly endorsed TRANZACT's data-driven telesales execution and member-experience contribution. Supporting subsidiaries include TZ Insurance Solutions LLC (the licensed agency), Anhelo Insurance Solutions LLC (Spanish-language), Omni Direct (Hispanic-market media), Tandem (carrier-embedded member experience), VTH Solutions/Cignium Technologies (insurance technology), and TruBridge Inc. (insurance services).

In October 2024, TRANZACT was acquired by private-equity firms GTCR and Recognize Partners, transitioning ownership from Willis Towers Watson and signaling institutional capital deployment for further growth, M&A, or product expansion. The company tracks operational quality via customer satisfaction scores exceeding 93% and a 4-or-5-star review rate above 96%, and services hundreds of thousands of active insurance policies. Customer-acquisition activity spans response TV (including CTV), paid search, SEO, organic social, and direct mail, with data-driven personalization across all channels. Regulatory exposure has surfaced through a May 2026 TCPA class-action lawsuit against TZ Insurance Solutions alleging Do-Not-Call Registry violations, a representative compliance risk inherent to high-volume outbound telesales.

Name

TRANZACT

Legal name

MG LLC d/b/a TRANZACT

Website

https://tranzact.net

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

TRANZACT is a Fort Lee, NJ-based direct-to-consumer insurance marketing and sales platform that connects Medicare-eligible and supplemental-insurance consumers with major U.S. carriers via 3,000+ licensed agents and the proprietary TZ Nucleus analytics platform, generating revenue through carrier commissions.

Ownership category

akta.pro rank

Product category

Insurance Marketing and Distribution Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH)

Keywords

• Direct-to-consumer insurance marketing
• Medicare enrollment services
• Insurance lead generation
• Licensed insurance agency
• Member experience solutions

Headquarters

HQ city

Fort Lee

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Carrier Commissions (Transaction Fees): TRANZACT earns commissions from insurance carriers (third-party insurers) when consumers enroll in insurance plans through TRANZACT's marketing and sales platform. The company does not charge consumers a fee to access its site or services. Third-party insurers pay TRANZACT fees to be matched with consumers and to drive policy enrollments. This is a transaction-fee model where revenue is earned upon successful policy placement.
2. Lead Generation / Referral Fees: TRANZACT connects consumers with independent third-party insurance companies and earns referral/lead generation fees from those carriers when a consumer submits an application or request through the site or via licensed agents.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

TRANZACT is a direct-to-consumer insurance marketing and sales platform that uses licensed agents and multi-channel media (paid digital, direct mail, CRM, response TV) to connect consumers with third-party insurance carriers for Medicare Advantage, Medicare Supplement, Life Insurance, and Supplemental Insurance products. The company operates proprietary TZ Nucleus technology for analytics and consumer engagement and provides end-to-end services from media buying through licensed-agent sales and post-enrollment member care, billed via carrier commissions.

Product overview

TRANZACT operates as a direct-to-consumer insurance marketing and sales platform with a unified service offering spanning marketing, sales, member experience, and technology solutions. The core platform is powered by TZ Nucleus, a proprietary technology platform leveraging analytics and data-driven innovations. The company offers Medicare Advantage, Medicare Supplement, and life insurance products through licensed agents. Supporting sub-brands include Anhelo and Omni Direct for Spanish-language market services, while Tandem extends member experience capabilities to carrier partners. TZ Insurance Solutions LLC serves as the company's licensed agency subsidiary.

Differentiator

Problem solved

Functional benefit

Brands

• TZ Nucleus: Proprietary technology platform for direct-to-consumer insurance, using analytics and data-driven innovations
• Omni Direct
• Tandem
• Anhelo

Products and services

• Direct-to-Consumer Medicare Advantage Marketing & Sales End-to-end direct-to-consumer marketing, lead generation, and licensed-agent sales service for Medicare Advantage plans, serving both carrier partners (Aetna and others) and Medicare-eligible consumers nationwide.
• Direct-to-Consumer Medicare Supplement Marketing & Sales Direct-to-consumer marketing, lead generation, and licensed-agent sales service for Medicare Supplement insurance plans across the United States.
• Direct-to-Consumer Life & Supplemental Insurance Marketing & Sales Direct-to-consumer marketing and licensed-agent sales service for Life Insurance and Supplemental Insurance products, including partnerships with carriers such as Aflac.
• TZ Insurance Solutions LLC (Licensed Insurance Agency) TRANZACT's wholly-owned licensed insurance agency subsidiary providing in-house licensed sales agents for health and life insurance direct-to-consumer business operations.
• Tandem Member Experience Solution Member experience solution that extends TRANZACT's capabilities directly to insurance carriers, supporting the full member journey from onboarding to engagement and retention through personalized telephone, email, and direct mail communications.
• Anhelo Spanish-Language Insurance Services Spanish-language insurance services brand designed to help break down cultural and linguistic barriers for Hispanic consumers seeking quality insurance coverage in the U.S., with dedicated Spanish-speaking licensed agents.
• Omni Direct Media Agency Services Full-service agency specializing in the U.S. Hispanic market and English-language media, delivering tailored solutions across broadcast, cable, satellite, audio, and CTV with Spanish-language media and marketing expertise.
• TZ Nucleus Technology Platform TRANZACT's proprietary analytics and technology platform that powers direct-to-consumer insurance experiences, including product development, data systems and strategy, cloud infrastructure, and information security capabilities.

Quantifiable outcome

• Over 96% of reviews are 4 or 5 stars
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• GoHealth: GoHealth is one of the largest direct-to-consumer Medicare insurance marketplaces in the U.S., operating a licensed agent-driven model for Medicare Advantage, Medicare Supplement, and ACA plans. Its customer acquisition engine, carrier partnerships, and senior-market focus make it the closest publicly traded comparable to TRANZACT's core Medicare distribution business.
• SelectQuote: SelectQuote is a direct-to-consumer insurance distributor with a major senior market and Medicare focus, employing inside sales agents and a multi-channel lead generation engine. The carrier-commission revenue model, AEP-driven sales motion, and DTC marketing scale mirror TRANZACT's go-to-market.
• eHealth: eHealth operates one of the largest online health insurance marketplaces in the U.S., with a strong Medicare Advantage and Medicare Supplement franchise. Its technology-led, carrier-commission model and senior-market focus make it a directly comparable Medicare distribution peer.
• HealthMarkets: HealthMarkets is a large U.S. insurance brokerage with thousands of licensed agents distributing health, Medicare, life, and supplemental products direct-to-consumer. Its agent-led distribution model and carrier relationships overlap directly with TRANZACT's insurance agency business.

Emerging players

• Chapter: Chapter is a fast-growing Medicare-focused advisory and broker platform that helps consumers compare and enroll in Medicare plans. Its technology-driven, consumer-first approach represents an emerging digital-native threat to traditional agent-led distributors like TRANZACT.

Others

• MediaAlpha: MediaAlpha operates a leading customer acquisition platform for insurance carriers, powering real-time bidding for health, Medicare, auto, and other insurance verticals. It is an enabling ecosystem participant that competes with TRANZACT for insurance carrier acquisition budgets and lead flow.
• EverQuote: EverQuote operates an online insurance marketplace that connects consumers with providers across auto, home, and life/health verticals. Its performance-marketing model for insurance customer acquisition overlaps with TRANZACT's digital marketing function.
• QuinStreet: QuinStreet is a performance-marketing company that operates vertical-focused online media properties for financial services and insurance, including senior-market verticals. Its data-driven customer acquisition model for insurance overlaps with TRANZACT's marketing channels.

Broad incumbents

• Willis Towers Watson (WTW): Willis Towers Watson is a global insurance and risk advisory firm that previously owned TRANZACT through its Benefits Delivery & Administration segment. As TRANZACT's former corporate parent and a major incumbent in insurance services and brokerage, WTW provides direct context for TRANZACT's operating heritage.

Regional players

• BenefitMall: BenefitMall is a U.S. insurance distribution and benefits administration platform focused on small and mid-sized employer groups. While its group-employer tilt differs from TRANZACT's individual Medicare focus, its insurance distribution and broker-support model makes it an adjacent comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TRANZACT-381706115193115
• LinkedInlinkedin.com/company/tranzact
• Instagraminstagram.com/wearetranzact
• Xx.com/tranzact

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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 TRANZACT