Market Synergy Group

Name

Market Synergy Group

Legal name

Market Synergy Group

Website

https://marketsynergy.net

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Annuity Distribution Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industries

Registered Index-Linked Annuities (RILA) (FSAIACAD), Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM)

Keywords

• Annuity distribution
• Insurance marketing organization
• Registered index-linked annuities
• Fixed indexed annuities
• Retirement product distribution

Headquarters

HQ city

Topeka

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

Revenue model

1. Commission-based distribution revenue: As an IMO, Market Synergy Group earns commissions from insurance carriers for distributing annuity products (fixed indexed annuities, MYGAs, RILAs) through their exclusive network of IMO member-owners, IMOs, FMOs, and advisors. They also generate revenue through MSG Financial Distributors by facilitating advisor access to RILA products for broker-dealers and banks.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Market Synergy Group operates as an Independent Marketing Organization (IMO) that distributes annuity products—including fixed indexed annuities (FIAs), multi-year guaranteed annuities (MYGAs), and registered index-linked annuities (RILAs)—from carrier partners (Corebridge Financial, Aspida, Brighthouse Financial, The Standard) through an exclusive network of IMO member-owners and, via its MSG Financial Distributors division, retail broker-dealers and banks.

Product overview

Market Synergy Group is an insurance marketing organization (IMO) operating as a distribution platform for annuity products. The company functions as a single unified platform that partners with multiple insurance carriers (Corebridge, Aspida, Brighthouse Financial, and The Standard) to distribute their annuity products through an exclusive network of IMO member-owners and retail broker-dealers. The core offering includes MSG Financial Distributors for RILA distribution, complemented by fixed index annuities (FIAs), multi-year guaranteed annuities (MYGAs), and registered index-linked annuities (RILAs) from carrier partners. Products include Corebridge Power Select Series, Aspida's Synergy Choice product family (Income, Bonus, Max FIA and MYGA), DreamPath RILA, Brighthouse SecureAdvantage 6-Year FIA, and The Standard's Enhanced Choice Index Plus FIA and Multi-Choice Annuity MYGA.

Differentiator

Problem solved

Functional benefit

Products and services

• MSG Financial Distributors Brand division delivering connected RILA (Registered Index-Linked Annuity) distribution through a network of IMOs and broker-dealers, facilitating advisor access to multiple RILA products across multiple carriers with compliance frameworks.
• Corebridge Power Select Series Index annuities distributed by Market Synergy Group including Power Select Plus Income, Power Select Builder, Power Select AICO, and Power Select Advisory products from Corebridge Financial.
• Aspida Synergy Choice Income FIA Fixed index annuity offering income planning solutions with multiple index crediting options including Citi Aria, Goldman Sachs Grand Prix Index, Invesco QQQ Growth Index, Goldman Sachs Lexicon Index, and BlackRock U.S. Equity Bitcoin Balanced Risk 10% Index.
• Aspida Synergy Choice Bonus FIA Fixed index annuity with bonus features for enhanced accumulation potential from Aspida.
• Aspida Synergy Choice Max FIA Fixed index annuity designed for maximum flexibility and growth potential from Aspida.
• Aspida Synergy Choice MYGA Multi-Year Guaranteed Annuity offering fixed interest rate guarantees from Aspida.
• Aspida DreamPath RILA Registered Index-Linked Annuity with dual direction trigger strategy, annual cap strategy, and performance lock features from Aspida.
• Brighthouse SecureAdvantage 6-Year Fixed Index Annuity Fixed index annuity with a 6-year term offering index account options for growth potential from Brighthouse Financial.
• The Standard Enhanced Choice Index Plus FIA Fixed index annuity with index options including Bank of America Global MegaTrends Index, S&P MARC 5% Excess Return Index, and S&P 500 ESG Daily Risk Control 5% Excess Return Index from The Standard.
• The Standard Multi-Choice Annuity MYGA Multi-Year Guaranteed Annuity providing fixed interest rate guarantees for predictable growth from The Standard.
• Exclusive IMO Network Exclusive distribution network of IMO member-owners including Advisors Excel, AmeriLife, CreativeOne, ECA Marketing, fig marketing, Gradient Annuity Brokerage, Highland Capital Brokerage, IAMS, Impact Partnership, InsurMark, M&O Marketing, Magellan Financial, Simplicity Financial Marketing, Triad Partners, and TruChoice Financial.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

26 partnerships are on record, tiered core.

• Corebridge FinancialcoreChannel Partner/ Reseller/ DistributorCorebridge Financial is one of the largest providers of retirement solutions and insurance products in the United States. Market Synergy Group distributes Corebridge's Power Select Index Annuities, including products with the Invesco New Economy Index offering exposure to Nasdaq-100 and bitcoin. Products include Power Select Plus Income, Power Select Builder, Power Select AICO, and Power Select Advisory annuities.
• AspidacoreChannel Partner/ Reseller/ DistributorAspida, founded in 2021 and backed by Ares Management Corporation ($300B+ AUM), offers annuity products including Synergy Choice Income FIA, Synergy Choice Bonus FIA, Synergy Choice Max FIA, Synergy Choice MYGA, and DreamPath RILA. Market Synergy Group provides marketing and operational resources for Aspida products.
• Brighthouse FinancialcoreChannel Partner/ Reseller/ DistributorBrighthouse Financial, established by MetLife, specializes in annuities and life insurance. Market Synergy Group distributes Brighthouse's SecureAdvantage 6-Year Fixed Index Annuity and provides wholesaler resources for the partnership.
• The StandardcoreChannel Partner/ Reseller/ DistributorThe Standard has earned a strong reputation for financial strength since 1906. Market Synergy Group distributes The Standard's Enhanced Choice Index Plus FIA and Multi-Choice Annuity MYGA products, providing marketer and operational resources.
• Advisors ExcelcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• AmeriLifecoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• CreativeOnecoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network. Also listed as CreativeOne Securities in MSG Financial Distributors.
• ECA MarketingcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• FIG MarketingcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• Gradient Annuity BrokeragecoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network. Also listed as Gradient Securities in MSG Financial Distributors.
• Highland Capital BrokeragecoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• IAMScoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• Impact PartnershipcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• InsurMarkcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• M&O MarketingcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• Magellan FinancialcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• Simplicity Financial MarketingcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network. Also listed as Simplicity Investments in MSG Financial Distributors.
• Triad PartnerscoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• TruChoice FinancialcoreChannel Partner/ Reseller/ DistributorIMO member-owner in Market Synergy Group's exclusive distribution network, distributing annuity products to their producer network.
• American ElmcoreChannel Partner/ Reseller/ DistributorBroker-dealer partner in MSG Financial Distributors network, facilitating RILA distribution through Market Synergy Group's platform.
• Barnabas CapitalcoreChannel Partner/ Reseller/ DistributorBroker-dealer partner in MSG Financial Distributors network, facilitating RILA distribution through Market Synergy Group's platform.
• CoreCap InvestmentscoreChannel Partner/ Reseller/ DistributorBroker-dealer partner in MSG Financial Distributors network, facilitating RILA distribution through Market Synergy Group's platform.
• Madison Avenue SecuritiescoreChannel Partner/ Reseller/ DistributorBroker-dealer partner in MSG Financial Distributors network, facilitating RILA distribution through Market Synergy Group's platform.
• OsaiccoreChannel Partner/ Reseller/ DistributorBroker-dealer partner in MSG Financial Distributors network, facilitating RILA distribution through Market Synergy Group's platform.
• Saybrus PartnerscoreChannel Partner/ Reseller/ DistributorBroker-dealer partner in MSG Financial Distributors network, facilitating RILA distribution through Market Synergy Group's platform.
• USA FinancialcoreChannel Partner/ Reseller/ DistributorBroker-dealer partner in MSG Financial Distributors network, facilitating RILA distribution through Market Synergy Group's platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Crump Life Insurance Services: Crump is one of the largest independent insurance distributors in the U.S., distributing life insurance, annuities, and related products through a national network of producers. Directly comparable as a multi-carrier annuity and life insurance distribution platform serving independent advisors.
• Insurance Agency Holdings (IAH): IAH operates a national network of IMOs and FMOs distributing life insurance and annuity products from multiple carriers. Directly comparable as an IMO aggregator with similar multi-carrier annuity distribution and network-member structure.
• LifePro Financial: LifePro is an IMO/FMO distributing fixed, indexed, and registered index-linked annuities from major carriers to independent producers. Closely comparable as a multi-carrier annuity distribution partner with a similar product mix of FIAs, MYGAs, and RILAs.
• Annexus: Annexus designs and distributes fixed indexed annuities and RILAs through a network of independent advisors and broker-dealers. Directly comparable for RILA product development and distribution infrastructure similar to MSG Financial Distributors.
• DPL Financial Partners: DPL Financial Partners is a registered investment advisor that provides a fee-based annuity platform for RIAs and broker-dealers, with strong focus on RILAs. Comparable as a multi-carrier RILA distribution platform targeting independent advisors, particularly the broker-dealer channel MSG Financial Distributors serves.
• TruChoice Financial Group: TruChoice is both a member of MSG's network and a major IMO itself, distributing fixed and indexed annuities through independent producers. Comparable multi-carrier annuity distribution model with overlapping carrier relationships.
• Advisors Excel: Advisors Excel is a top-tier IMO/FMO distributing annuities and insurance products, and also a member of MSG's exclusive network. Directly comparable in scale and product mix, and represents both a partner and a potential competitor to MSG.
• CreativeOne: CreativeOne is a national IMO and broker-dealer distributing annuities and insurance products; also a member of MSG's network. Comparable multi-product distribution platform with overlapping carrier partnerships.
• Impact Partnership: Impact Partnership is an IMO with a large network of independent insurance professionals distributing annuity and insurance products. Comparable as a network-based annuity distribution competitor, also a member of MSG's network.

Emerging players

• Kestle Group: Kestle Group is an emerging IMO/FMO distributing annuity and life insurance products through independent agents. Comparable in business model as an annuity-focused distribution intermediary, though smaller in scale than MSG's network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/market-synergy-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

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 Market Synergy Group