What Five Rings Financial does

Five Rings Financial, LLC is a privately held independent insurance agency founded in 2004 by Mike Wilk and headquartered in Littleton, Colorado. The company distributes life insurance, Indexed Universal Life (IUL), fixed indexed annuities, Multi-Year Guaranteed Annuities (MYGAs), mortgage protection, and small business planning products through a nationwide network of approximately 6,200 active independent agents. Its flagship product concept is Living Benefits — a life insurance rider that allows policyholders to accelerate the death benefit upon a qualifying terminal, chronic, or critical illness such as heart attack, stroke, cancer, or critical injury. The company serves middle-income American families and small business owners who are typically under-insured or unsophisticated on market-linked financial products, and it explicitly positions itself as an education-first alternative to product-first insurance sales.

The company does not build proprietary insurance, annuity, or investment products; it acts as a distribution platform for products issued by multiple carriers, including National Life Group and other large financial companies referenced in the source material. The technology footprint is conventional: a corporate website (fiveringsfinancial.com), a web-based Agent Portal for contracted agents, and a multilingual (English, Spanish, Portuguese) video library of educational animations and Living Benefits testimonials. The core differentiator is a field-distribution system, not a technology platform.

The business model is commission-based: agents earn commissions on paid premiums for the products they place, and Five Rings earns overrides and residual commission streams as the contracting agency. The go-to-market motion is event-driven — branded financial education workshops (Money 101, Wine Women & Wealth, Money Mommy & Me) generate approximately 75% of new business, and roughly 80% of workshop attendees request a follow-up appointment with a licensed agent. The agency recruits and trains new producers through an 'earn while you learn' program, a field-trainer apprenticeship model, and ongoing mentorship, with Alliance Group serving as a core marketing and carrier-relationship partner. No revenue, ARR, or premium figures are disclosed; stated forward growth targets are $100M+ in paid life premium annually and $500M-$1B in annuity paid premium annually.

Name

Five Rings Financial

Legal name

Five Rings Financial, LLC

Website

https://fiveringsfinancial.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Five Rings Financial is an independent insurance agency that distributes life insurance, Indexed Universal Life, fixed indexed annuities, and Living Benefits riders through a 6,200-agent network across the United States, using education-first financial workshops to acquire middle-income American families and small business owners.

Ownership category

akta.pro rank

Product category

Insurance & Financial Services Distribution

NAICS

Insurance Agencies and Brokerages (524210), Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282), Life Insurance (6311)

akta.pro primary industry

Discretionary Portfolio Management (Retail) (FSAAAAAH)

Keywords

• Life insurance distribution
• Indexed universal life
• Living benefits
• Fixed indexed annuities
• Financial education workshops

Headquarters

HQ city

Littleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel

Revenue model

1. Insurance & Annuity Commissions: Agents are paid commissions based on the insurance carrier, the product type (life insurance, IUL, annuities, mortgage protection), and the agent's contract level with the company. The company serves as an independent agency distributing products from several of the world's largest financial companies. Revenue is derived from commissions on paid premiums — the podcast interview references goals of 'over $100 million in paid life premium every single year and a half a billion to a billion dollars worth of annuity paid premium.'

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Five Rings Financial is an independent insurance agency that distributes life insurance, Indexed Universal Life (IUL), annuities, and related financial products through a nationwide network of approximately 6,200 independent agents. The company acquires clients primarily through no-obligation financial education workshops (Money 101, Wine Women & Wealth, Money Mommy & Me) and connects them with licensed agents who recommend carrier solutions from several of the world's largest financial companies. Revenue is generated via commissions on paid insurance and annuity premiums.

Product overview

Five Rings Financial is a financial services company operating as a platform of independent insurance agents and financial professionals. The company offers a portfolio of life insurance and annuity products centered around Living Benefits — a rider that allows early access to life insurance death benefits for qualifying health events. Core products include Indexed Universal Life (IUL) insurance combining permanent coverage with market-linked cash accumulation, Fixed Indexed Annuities for retirement income, Mortgage Protection plans, Small Business Planning services, and IUL for Kids. The company also organizes financial education events including Money 101, Wine Women & Wealth, and Money Mommy & Me workshops as its client acquisition model. All products are distributed through independent agents who can recommend carriers that best fit client needs.

Differentiator

Problem solved

Functional benefit

Brands

• Money 101: Financial education workshop covering fundamental concepts such as saving principles and how money works
• Wine, Women & Wealth
• Money, Mommy & Me

Products and services

• Living Benefits

Quantifiable outcome

• Approximately 80% of people who attend company workshops request an appointment with a licensed financial professional.
• +3 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Alliance GroupcoreGTM or Marketing PartnerAlliance Group is described as Five Rings Financial's top agency partner and key marketing collaborator. Mike Wilk appeared on the Alliance Group Podcast. Samuel Howe (Alliance Group) described the relationship as symbiotic, noting that Five Rings is Alliance's 'number one agency.' Mike Wilk stated: 'Our relationship with Alliance has been maximum benefit. What you guys do for us on the marketing side, what you do for us in terms of relationships with our business — we could not accomplish those goals without.'
• Various Insurance Carriers (World's Largest Financial Companies)coreChannel Partner/ Reseller/ DistributorFive Rings Financial operates as an independent agency with 'thousands of producers for several of the world's largest financial companies.' The company has carrier partnerships enabling agents to recommend the most suitable carrier for each client's needs. Mike Wilk mentioned being appointed with 'our carrier partners' and working with 'several of the world's largest financial companies.'

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Symmetry Financial Group: Large insurance marketing organization (IMO) that recruits and trains independent agents to sell life insurance, IUL, annuities, and Living Benefits. Closely mirrors Five Rings' education-driven, agent-network model and product mix.
• World Financial Group (WFG): Transamerica-owned financial services distributor that builds a national network of independent associates through workshops and seminars selling life insurance and investment products. Comparable in scale and distribution philosophy.
• Equis Financial: Insurance marketing organization specializing in mortgage protection, final expense, and living-benefit-rich life insurance through independent agents. Strong direct peer for product mix and IMO distribution model.
• Family First Life: Independent IMO recruiting agents nationwide to sell life insurance, annuities, and Living Benefits, with a strong emphasis on middle-income American families — a near-direct demographic and product overlap.
• Primerica: Public financial services distributor that sells term life insurance, investment products, and other financial solutions through a large independent salesforce primarily serving middle-income households. Comparable distribution scale and middle-America focus.
• AmeriLife Holdings: National insurance distribution platform that partners with independent agents to sell life insurance, annuities, and health products to middle-income and retirement-age Americans. Comparable multi-carrier agency model.
• Bankers Life: CNO Financial subsidiary focused on life insurance and annuities for middle-income Americans, distributed through a large captive field agent force. Comparable customer demographic and product portfolio.

Broad incumbents

• Allianz Life: Major U.S. annuity and life insurance carrier, particularly strong in fixed indexed annuities. Direct overlap with Five Rings' annuity product focus, though operating as an underwriter rather than distributor.
• F&G (Fidelity & Guaranty Life): Leading indexed annuity and life insurance carrier serving the middle-market retirement segment. Comparable product set and customer demographic; distributes partly through similar IMO channels.
• National Life Group: Named carrier partner of Five Rings and a major issuer of indexed universal life and fixed indexed annuity products. Relevant for product/underwriting peer benchmarking in Five Rings' core categories.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/5RingsFinancial
• LinkedInlinkedin.com/company/five-rings-financial-llc

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 Five Rings Financial