Senior Market Sales

What Senior Market Sales does

Senior Market Sales (SMS) is an insurance marketing organization (IMO) and field marketing organization (FMO) headquartered in Omaha, Nebraska, that provides independent insurance agents with contracting, carrier access, product offerings, and back-office support services. The company serves agents focused primarily on the senior market, offering Medicare Advantage, Medicare Supplement, prescription drug plans, life insurance, and ancillary health products. Since its founding, SMS has grown through more than 25 acquisitions of related insurance distribution businesses, expanding its national footprint to all 50 states and building partnerships with over 75 insurance carriers.

The company's core technology platform is the MySMS portal, which integrates multiple third-party quoting engines (including Vive, Luma, and FireLight), lead generation tools such as Lead Advantage Pro, and a Learning Academy for agent training and certification. Additional product suites include Med Solutions for Medicare distribution, Financial Solutions for annuities and wealth products, and AEP Central for annual enrollment period support. SMS also provides agents with compliance assistance, marketing materials, and operational support services designed to reduce administrative burden and accelerate agent productivity.

Senior Market Sales generates revenue primarily through insurance commissions earned on policies placed by its agent network, supplemented by agent licensing and contracting fees, technology platform access charges, and back-office service fees. In September 2020, SMS was acquired by Alliant Insurance Services, the fifth-largest insurance broker in the United States, providing access to additional capital and resources to support continued growth. The company operates with 251-500 employees and is led by CEO Jim Summers and President John Haver, with Mark Hunter serving as SVP and Chief Distribution Officer.

Name

Senior Market Sales

Legal name

Senior Market Sales LLC

Website

https://seniormarketsales.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

251–500 employees

Short description

Senior Market Sales is an insurance marketing organization that provides independent agents with carrier access, contracting, quoting tools, and back-office support for Medicare, life, and senior market insurance products across all 50 states.

Ownership category

akta.pro rank

Product category

Insurance Marketing Organization (Field Marketing Organization)

NAICS

Insurance Agencies and Brokerages (524210), 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

• Insurance marketing organization
• Field marketing organization
• Medicare insurance distribution
• Annuity sales support
• Insurance agent services

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: SMS operates as an FMO/brokerage general agency earning commissions from insurance carriers when agents sell Medicare, annuity, life insurance, and other health/wealth products. The company contracts with 75+ health and wealth carriers and passes a portion of commissions to agents while retaining revenue.
2. Agent Licensing and Contracting Services: SMS qualifies agents as licensed insurance producers and facilitates their appointment with insurance carriers, earning fees for processing and support services.
3. Back-Office Support Services: Provides comprehensive back-office support to agents including compliance, billing, commission tracking, and customer service, bundled into the FMO relationship.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Senior Market Sales operates as a Field Marketing Organization (FMO) and insurance marketing organization that contracts independent insurance agents, financial advisors, and call centers with 75+ health and wealth insurance carriers. SMS provides agents with carrier access, proprietary quoting and enrollment technology (MySMS portal, Vive, Luma, FireLight), compliance-approved marketing materials, lead generation programs (Lead Advantage Pro), and back-office support so they can sell Medicare, annuity, life insurance, long-term care, and ACA products to seniors and pre-retirees nationwide.

Product overview

Senior Market Sales (SMS) is a national insurance marketing organization (IMO/FMO) and member of Alliant Insurance Services, serving independent insurance agents, financial advisors, and retirement planning professionals. The company's platform operates on a hub-and-spoke model centered on the MySMS agent portal, which provides unified access to Med Solutions (Medicare plans, enrollment tools, lead programs) and Financial Solutions (annuities, life insurance, IUL, MYGAs). The platform integrates sales and quoting tools (Vive, Luma, FireLight), a Client Stream marketing library with compliance-approved materials, and AEP Central for Medicare enrollment periods. Additional offerings include Lead Advantage Pro for prospect generation, Learning Academy for professional development, and partnership referrals through Medicare BackOffice and Sequent Planning RIA. The product architecture combines proprietary technology with carrier partnerships across 75+ health and wealth carriers to enable agents to serve the senior and retirement market across all 50 states.

Differentiator

Problem solved

Functional benefit

Brands

• Med Solutions: Medicare solutions platform offering products, quoting & enrollment tools, Medicare lead programs, and Medicare advocacy services.
• Financial Solutions
• MySMS

Products and services

• MySMS Agent Portal Primary agent portal platform providing independent insurance agents with unified access to marketing libraries, sales tools, quoting platforms (Vive, Luma, FireLight), carrier information, AEP Central, and business management resources.
• Med Solutions Medicare-focused product suite for agents serving the 65+ market, including Medicare Advantage, Medicare Supplement, and Part D plan access, quoting and enrollment tools, Medicare lead programs, disruption management resources, and advocacy services.
• Financial Solutions Retirement planning and wealth management product suite for agents and advisors, covering fixed indexed annuities (FIA), indexed universal life (IUL), multi-year guaranteed annuities (MYGAs), life insurance, and financial analysis tools.
• Agent Marketing Platform Marketing enablement platform providing agents with compliant marketing materials, client-facing content, customizable templates, and social media assets to support lead generation and client acquisition.
• Lead Advantage Pro Lead generation and management tool designed to help insurance agents identify, acquire, and manage Medicare and retirement planning prospects.
• Sales Tools (Vive, Luma, FireLight) Technology suite of sales and quoting tools (Vive, Luma, FireLight) for efficient insurance quoting, proposal generation, and policy management across multiple carriers.
• AEP Central Annual Election Period (AEP) resource hub providing carriers guides, plan comparison details, cheat sheets, and enrollment tools specifically designed for the Medicare enrollment season.
• Learning Academy Educational platform offering training courses, certification prep, industry continuing education, and professional development resources for insurance agents.
• Quoting and Enrollment Tools Digital tools for Medicare plan quoting, side-by-side carrier comparison, and electronic enrollment processing across multiple carriers.
• Medicare Lead Programs Lead generation programs and marketing solutions designed to help agents acquire and convert Medicare-eligible prospects.
• Core Retirement Guide System Customizable turnkey marketing system featuring a retirement planning guide and timeline tool used as a lead generation asset for advisors serving retirees.
• Registered Investment Adviser (Sequent Planning) Wholly-owned RIA firm (Sequent Planning) providing registered investment advisory services and holistic retirement planning support within the SMS network, recognized on USA TODAY's Best Financial Advisory Firms 2026 list.

Quantifiable outcome

• Serves independent insurance agents in all 50 states
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SeniorMarketSales
• LinkedInlinkedin.com/company/senior-market-sales
• YouTubeyoutube.com/@SeniorMarketSales
• Xx.com/SMSForAgents

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries28 records

Funding overview

Funding rounds

Investors

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

M&A17 records

Investments

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

Frequently asked questions about Senior Market Sales