Annuity & Life Source

What Annuity & Life Source does

The Annuity & Life Source, Inc. is a privately held insurance marketing organization (IMO) founded in 1991 and headquartered at 11400 SE 8th St, Suite 430, Bellevue, Washington. Operating as a Partner Agency within the Simplicity Group network, the company distributes fixed, indexed, and multi-year guaranteed annuities (MYGAs), life insurance (term, whole, universal, and single premium life), and asset-based long-term care solutions from a roster of industry-leading carriers to professional insurance agents and financial advisors across the United States.

The platform is built around a multi-carrier distribution model. The firm's proprietary core offering is OneSource Client Enhancement, a Needs Assessment workbook designed to standardize transparency, recordkeeping, and DOL-aligned compliance practices for agent practices. Supporting this are annuity search engines, rate guides, life prospecting kits, underwriting and medical resources, income-planning tools, financial calculators, fact finders, and structured education including continuing education, state licensing, AML training, and a carrier training program. The underlying infrastructure is a standard web content platform (ASP.NET Web Forms, evidenced by .aspx routes) with third-party authentication for fact finders (vsa.fsonline.com) and centralized document upload through Simplicity Group.

Revenue mechanics are characteristic of an IMO: the firm earns carrier-paid commissions, overrides, and trails on policies placed by its recruited agents, monetized through its contracting and back-office support services rather than direct fees to agents or end clients. No pricing, premium, commission schedule, or service-fee disclosures are published, and no product revenue, ARR, or GMV figures are available. The customer base is a distributed network of individual agents and advisors with no publicly named enterprise or institutional clients.

Name

Annuity & Life Source

Legal name

The Annuity & Life Source, Inc.

Website

https://theannuitysourceinc.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Annuity & Life Source is a privately held, Bellevue-based insurance marketing organization that distributes multi-carrier annuities, life insurance, and asset-based long-term care products to professional agents and financial advisors across the United States.

Ownership category

akta.pro rank

Product category

Insurance Marketing Organization

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industry

Annuity + LTC / Long-Term Care Riders (FSAIAJAC)

Keywords

• Annuity marketing services
• Life insurance distribution
• Retirement planning solutions
• Insurance agent support
• Asset based long-term care

Headquarters

HQ city

Bellevue

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Distribution channels1 record

Marketing channels4 records

Core offering

The Annuity & Life Source is an independent insurance marketing organization that supports insurance agents and financial advisors in selling annuities, life insurance, and asset-based long-term care products. The firm provides product access, training, marketing resources, and case-design support through proprietary tools such as its OneSource Client Enhancement process, acting as a Partner Agency of the Simplicity Group.

Product overview

Annuity & Life Source is an industry-leading retirement and life solutions marketing agency that provides agents with access to a comprehensive portfolio of annuity, life insurance, and asset-based long-term care products through partnerships with multiple insurance carriers. The core offering is the OneSource Client Enhancement solution, which provides a Needs Assessment workbook and business practice tools. Agents gain access to annuity products (fixed, indexed, MYGAs), life insurance (term, whole, universal, single premium life), and asset-based LTC through carrier contracting. The company supplements its carrier relationships with sales tools including calculators, prospect kits, fact finders, and educational resources including continuing education, AML training, and industry articles. The platform is designed to support agents from case design through policy issue with comprehensive support services.

Differentiator

Problem solved

Functional benefit

Products and services

• Annuities Distribution and case-design support for fixed, indexed, and other annuity products from carrier partners, sold through independent insurance agents and financial advisors to clients seeking retirement-income and principal-protection solutions.
• Life Insurance Placement of life insurance products from carrier partners, made available to independent insurance producers and financial advisors serving clients needing death-benefit protection and estate-planning solutions.
• Asset-Based Long-Term Care Distribution support for asset-based long-term care policies (life insurance or annuity products with LTC riders), made available to independent producers and financial advisors for clients planning funding of long-term care needs.
• OneSource Client Enhancement Proprietary service process that supports insurance agents and financial advisors in client engagement, fact-finding, and case design across the firm's annuity, life insurance, and long-term care offerings.
• Par Agent Tools Online resources, training, and producer tools accessible through the firm's platform to help independent agents market, place, and service annuity, life insurance, and long-term care business.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Simplicity GroupcoreChannel Partner/ Reseller/ DistributorSimplicity Group is listed as a Partner Agency on The Annuity & Life Source website. The company displays the Simplicity Group logo in its footer and appears to operate as part of or in partnership with the Simplicity Group network of insurance marketing organizations.

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Simplicity Group: Larger insurance marketing organization and IMO network with which Annuity & Life Source operates as a Partner Agency. Directly comparable distribution model, multi-carrier annuity and life focus, and shared operational infrastructure (document upload portal).
• Integrity Marketing Group: Largest US distributor of insurance products focused on life, annuities, and health, built through aggressive roll-up of IMOs and BGAs. Overlap is on multi-carrier annuity and life distribution through independent agents, though at vastly larger scale and broader product set.
• World Insurance Associates (World Financial Network): National insurance marketing organization and BGA network distributing annuity, life, and retirement products to independent agents across the US. Comparable distribution model and carrier-aggregation approach, though broader in product scope and geography.

Direct peers

• CreativeOne: Independent marketing organization focused on annuities, life insurance, and retirement products distributed through independent agents. Closely comparable in business model, carrier-aggregation approach, and target customer (producing insurance agents and financial advisors).
• Advisors Excel: Large BGA/IMO providing annuity, life, and wealth-transfer products to independent agents, with significant investment in agent training, marketing resources, and carrier partnerships. Operates a very similar model to Annuity & Life Source but at materially larger scale.
• Annexus Wealth Management: Insurance marketing organization specializing in fixed and fixed indexed annuities and retirement income strategies distributed through independent financial professionals. Highly comparable product focus and agent-support model.
• Asset Marketing Systems: Long-standing insurance marketing organization offering annuities, life insurance, and long-term care solutions to independent producers through multi-carrier contracts. Directly comparable in longevity, product mix, and target producer base.
• Imeriti Financial Network: BGA/IMO focused on retirement, annuity, and life insurance solutions for independent agents and advisors. Overlaps with Annuity & Life Source on fixed/indexed annuity distribution and agent-support tools like calculators and product comparisons.
• Top of the World Marketing: Independent marketing organization distributing annuities and life insurance through independent agents via multi-carrier contracts. Comparable in target customer, product mix, and carrier-aggregation business model.

Others

• DMI (Dealer Marketing Inc, now part of Simplicity Group): Formerly independent BGA/IMO now operating under Simplicity Group, focused on annuity and life distribution to agents. Comparable as a network partner within the same Simplicity umbrella where Annuity & Life Source is also affiliated.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/source4annuity
• Facebookfacebook.com/TheAnnuitySourceInc
• LinkedInlinkedin.com/company/the-annuity-source-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Annuity & Life Source