Insurance Agency Marketing Services

What Insurance Agency Marketing Services does

Insurance Agency Marketing Services, Inc. (IAMS), founded in 1986 by Charles Heuring, is a privately held Insurance Marketing Organization (IMO) headquartered in Elkhorn, Nebraska, that recruits and supports independent licensed insurance agents and producers across the United States in selling annuity, life, single premium life, and senior health products. The firm represents more than 30 industry-leading insurance carriers — including CL Life, Sentinel Security Life, Oceanview Life, Atlantic Coast Life, Liberty Bankers Life, Talcott Financial Group, Delaware Life, Athene, and SILAC — and earns revenue primarily through commissions on policies placed by agents in its network, supplemented by agent contracting and licensing services.

The company's platform-plus-services stack includes the Luma-Firelight e-app system (integrated with 90% of IAMS core annuity carriers), the standalone Firelight life e-app platform, the iGo e-app solution, SuranceBay-based paperless carrier contracting, and Medicare enrollment tools (Connect4Medicare, CSG Tool, SunFire). Around this core, IAMS has built a broad agent enablement layer spanning proprietary marketing programs (Opportunity Engine, RothReady, Social Security Navigator, Safe Money Events, Legacy Lock, IRMAA Navigator, IAMS Accelerate, PERA Preset Appointments, Retirement Boss Radio), IUL and retirement-planning software (Stonewood Financial, Thomas Gold's Retirement Analyzer), training (Producer Academy, Life & Annuity Academy, monthly webinars), and tiered producer incentive trips (2026 Peak Producers Summit in Park City, 2027 Top Producers Summit in the Bahamas).

Commercially, IAMS is sales-led: it recruits agents through outbound call campaigns, emails, webinars, and regional sales directors, then retains them via a Two-Ring customer-service guarantee, dedicated annuity and life sales directors, same-day underwriting submission with weekly status updates, and marketing-development programs such as a New Producer Bonus structure scaled up to a $1,000,000 tier. The firm is led by founder-Chairman Charles Heuring, President & CEO Steve Murray (joined 1994), EVP/CMO Curtis Hawks, EVP Chris Conroy, and CFO Chris Ramelb, with a roster of roughly 50 named staff spanning sales, contracting, operations, marketing, finance, and HR. IAMS shows no evidence of institutional ownership, no funding rounds, no acquisitions, and operates exclusively in the US market.

Name

Insurance Agency Marketing Services

Legal name

Insurance Agency Marketing Services, Inc.

Website

https://iamsinc.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Insurance Agency Marketing Services (IAMS) is a privately held, Elkhorn, Nebraska-based Insurance Marketing Organization (IMO) founded in 1986 that represents 30+ annuity, life, and senior health carriers and supports independent US insurance agents with carrier contracting, e-application platforms, training, and lead-generation marketing programs.

Ownership category

akta.pro rank

Product category

Insurance Marketing Services

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242), Advertising Agencies (541810), Advertising Material Distribution Services (54187)

SIC

Insurance Agents, Brokers & Service (6411), Services-Advertising Agencies (7311), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)

Keywords

• Insurance marketing organization
• Annuity distribution services
• Independent agent support
• Life insurance products
• Senior health insurance

Headquarters

HQ city

Elkhorn

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: IAMS generates revenue as an Insurance Marketing Organization (IMO) by earning commissions from annuity, life insurance, single premium life, and senior health insurance products sold through their network of independent agents and producers. The company represents more than 30 industry-leading insurance carriers.
2. Agent Licensing and Contracting Services: Provides paperless contracting services for agents to get appointed with multiple carriers through SuranceBay integration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Insurance Agency Marketing Services (IAMS) operates as an Insurance Marketing Organization (IMO), recruiting and supporting a nationwide network of independent licensed insurance agents who sell annuity, life insurance, single premium life, and senior health insurance products from more than 30 carriers. IAMS provides contracted agents with back-office support, case design assistance, paperless carrier contracting, e-application platforms, training, marketing/lead-generation programs, and incentive trips in exchange for commissions on placed business.

Product overview

Insurance Agency Marketing Services (IAMS) operates as an Insurance Marketing Organization (IMO) offering a platform-plus-services model. The core portfolio includes annuity products (Indexed Annuities, Multi-Year Guarantee, Fixed Annuities) from over 30 carriers, life insurance products (Universal Life, Term Life, Whole Life), Single Premium Life insurance, and Senior Health products (Medicare Supplement, Long-Term Care, Accident Insurance). These are supported by e-App Solutions comprising Luma-Firelight, Firelight (Life), and iGo platforms, along with enrollment tools including Connect4Medicare, CSG Tool, and SunFire. IAMS provides a comprehensive suite of marketing programs (Opportunity Engine, RothReady, Social Security Navigator, Safe Money Events, Legacy Lock, IRMAA Navigator, IAMS Accelerate, PERA Advisors, Retirement Boss Radio), software tools (Stonewood Financial IUL Tools, Retirement Analyzer), training services (Producer Academy, Monthly Webinars), and support features (Forms Search, Two-Factor Authentication).

Differentiator

Problem solved

Functional benefit

Brands

• IAMS Wealth Management: Introduced to increase agent revenue, improve client retention and strengthen client relationships.
• IAMS Producer Academy
• Life & Annuity Academy

Products and services

• Annuity Products Fixed annuity portfolio including Indexed Annuities, Multi-Year Guarantee (MYGA), and Fixed Annuities from more than 30 industry-leading insurance carriers, with case design assistance and current MYGA rate grids for independent agents.
• Life Insurance Products Life insurance solutions including Universal Life, Term Life, and Whole Life from multiple carriers, supporting independent agents with competitive quotes based on client needs and health qualifications, same-business-day application submission, and weekly case-status updates.
• Single Premium Life Single premium life insurance products including Indexed Single Premium, Fixed Indexed SPL, and Whole Single Premium, designed for wealth-transfer clients seeking simplified-issue policies, accelerated benefits for terminal illness or long-term care, and tax-favorable treatment.
• Senior Health Care Products Senior health products including Medicare Supplement, Long-Term Care, and Accident Insurance, providing agents with access to industry-leading carriers and products for senior healthcare and supplemental coverage needs.
• Opportunity Engine IUL-focused lead-generation program that connects subscribing advisors with exclusive, phone-verified high-intent prospects delivered when engagement and intent are highest.
• RothReady Marketing, sales, and technology platform that helps advisors leverage the Roth Conversion Market Opportunity with their clients.
• Social Security Navigator Tool that helps advisors position themselves as Social Security experts, educate potential clients, retain existing clients, and generate referrals.
• Safe Money Events Done-for-you lead-generation program using dinner seminars and educational events to help advisors generate new client leads.
• Legacy Lock Comprehensive estate-planning system combining decades of estate-planning experience with proprietary software to create customized estate plans for clients in minutes.
• IRMAA Navigator Educational platform that helps agents navigate and minimize Medicare's Income-Related Monthly Adjustment Amount (IRMAA) surcharges for their clients.
• IAMS Accelerate LinkedIn-focused marketing program that helps financial advisors leverage LinkedIn for networking and business development.
• PERA Preset Virtual Appointment Program Exclusive virtual, pre-scheduled appointment program providing advisors with contact information for public employees seeking IRA, 403b, 457, and life insurance reviews.
• Retirement Boss Radio Turnkey radio-show program enabling advisors to build their brand locally and connect with qualified retirement prospects.
• Stonewood Financial IUL Tools IUL-focused life insurance software tools including illustration of a client's current savings approach versus an IUL solution, intuitive analysis/evaluation/presentation formats, scripting, training, and coaching, offered at preferred rates to IAMS agents.
• Retirement Analyzer Thomas Gold's user-friendly retirement-planning software that generates easy-to-understand reports from complicated inputs, demonstrating the advantages of proposed solutions against a prospect's asset and liability mix.
• Producer Academy Two-day all-expense-paid Life & Annuity training academy for producers seeking to advance their annuity and life insurance knowledge and production.

Quantifiable outcome

• Same business day application submission to underwriting with weekly systematic updates
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Luma Financial TechnologiescoreTechnology or IntegrationStrategic partnership providing Luma's annuity platform for IAMS agents to research, compare, and purchase annuities. Luma's technology integrates directly with Firelight experience to provide seamless e-application submissions and book of business tracking after the sale. Agents can access configuration and comparison technology for client suitability analysis.
• SuranceBaycoreTechnology or IntegrationPaperless contracting platform integration allowing IAMS agents to complete licensing information once and apply to multiple carriers. Downloadable IAMS Agent Data Packet available through SuranceBay for agent contracting.
• SILAC (Senior Insurance Life and Annuity Company)coreChannel Partner/ Reseller/ DistributorSILAC annuity products qualify for IAMS Peak Producers Summit with $2 million points SILAC Production qualification requirement. IAMS hosts exclusive producer events for SILAC distribution partners.
• Luma-Firelight IntegrationcoreTechnology or IntegrationIntegration partnership providing seamless transition between Luma annuity platform and Firelight e-App system for annuity product applications. Current in-progress applications transitioned to platform with Firelight launching directly from Luma for new orders.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Senior Market Sales (SMS): Senior Market Sales is one of the largest independently owned IMOs in the US, distributing annuities, life insurance, and senior health products through a network of independent agents — the same operating model as IAMS, but at significantly larger scale. Strongest direct comparable for revenue model, carrier breadth, and producer-development focus.
• Highland Capital Brokerage: Highland Capital Brokerage is a national IMO/FMO specializing in annuity, life, and long-term care insurance distribution through independent advisors. Comparable to IAMS in product mix, carrier relationships, and agent support model; operates at meaningfully larger scale.
• Brokers International: Brokers International is an insurance marketing organization providing annuity, life, and health products to independent agents and financial professionals nationwide. Closely aligned with IAMS in distribution model and product portfolio breadth.
• Simplicity Group: Simplicity Group (formerly Simplicity Financial Marketing) is an IMO/FMO representing dozens of insurance carriers and serving independent producers with annuities, life insurance, and retirement products. Directly comparable to IAMS in carrier count, product mix, and agent support services.
• Resource Brokerage: Resource Brokerage is an established IMO distributing fixed and indexed annuities and life insurance through independent agents. Mirrors IAMS's niche focus on retirement-income and life insurance products distributed via the IMO model.
• Creative Financial Marketing: Creative Financial Marketing is an insurance marketing organization offering annuities, life insurance, and long-term care products through independent producers. Directly comparable to IAMS in target market, product categories, and agent support infrastructure.
• Pinnacle Financial Services: Pinnacle Financial Services is an IMO providing annuities, Medicare supplements, and senior health products through independent agents — directly comparable to IAMS in distribution model and senior-market focus. IAMS even references Pinnacle's SunFire Medicare e-quoting tool as an integrated solution.
• Annuity National Brokerage: Annuity National Brokerage is an IMO focused exclusively on fixed, indexed, and immediate annuities distributed through independent agents. Niche-overlap comparable to IAMS's annuity-heavy product mix and carrier representation model.

Broad incumbents

• Ash Brokerage: Ash Brokerage is a large, multi-line insurance brokerage (acquired by Advisor Group/Osaic) providing annuities, life insurance, and wealth solutions to financial professionals. Comparable to IAMS in product categories but operates at substantially larger scale with broader institutional footprint.

Emerging players

• DPL Financial Partners: DPL Financial Partners is a technology-enabled insurance distribution platform focused on fee-based advisors selling annuities and life insurance. Comparable to IAMS in product distribution but differentiated by commission-free model and RIA-focused GTM.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/IAMSINC
• YouTubeyoutube.com/c/IAMSinc/videos
• Facebookfacebook.com/iamsinc
• LinkedInlinkedin.com/company/insurance-agency-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Insurance Agency Marketing Services