Benefits by Design
Benefits by Design is a self-owned insurance agency in Phoenix, AZ, founded 1997, serving individual Arizona consumers exclusively with Life Insurance and Long Term Care Insurance on a commission basis.
- Company typePrivate
- Founded1997
- HeadquartersTempe, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Benefits by Design does
Benefits by Design is a self-owned private insurance agency headquartered in Phoenix, Arizona, founded in 1997. It serves individual consumers exclusively in the Arizona market through a sole-practitioner operating model led by Kristine Kassel. Following a 2024 strategic narrowing of its product portfolio, the agency now offers only Life Insurance and Long Term Care Insurance, having exited Short Term Health Insurance, Dental and Vision Insurance, Travel Insurance, and Group Benefit Products. Revenue is generated through insurance commissions on the two remaining product lines. The business operates with no proprietary technology platform, no mobile or web application, and no third-party integrations; its digital footprint is limited to a LinkedIn page with two followers. There is no disclosed funding, no M&A activity, no partnerships, no awards, and no additional headcount beyond the founder.
Benefits by Design firmographics
Firmographics- Name
- Benefits by Design
- Legal name
- Benefits by Design AZ
- Website
- https://benefitsbydesignaz.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Benefits by Design is a self-owned insurance agency in Phoenix, AZ, founded 1997, serving individual Arizona consumers exclusively with Life Insurance and Long Term Care Insurance on a commission basis.
- Ownership category
- akta.pro rank
Benefits by Design industry classification
Industry- Product category
- Individual Life and Long-Term Care Insurance
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411)
- SIC
- Insurance Agents, Brokers & Service (6411), Life Insurance (6311)
- akta.pro primary industry
- Term Life Insurance Riders & Add-Ons (e.g., Waiver of Premium, Child Term, Accelerated Death Benefit) (FSAIAAAK)
Keywords
Where Benefits by Design is headquartered
LocationHeadquarters
- HQ city
- Tempe
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Benefits by Design business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Insurance Commissions: The company generates revenue through commissions earned on life insurance and long-term care insurance policies sold to individual clients. As a self-owned insurance agency founded in 1997, revenue is derived from policy premiums and commission structures typical of the insurance industry.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Benefits by Design product offering
Product offeringCore offering
Benefits by Design is a self-owned insurance agency that sells Life Insurance and Long Term Care Insurance directly to individual consumers in the Phoenix, Arizona market. Since a 2024 strategic transition, the agency has narrowed its focus exclusively to these two product lines, providing advisory-led policy placement and ongoing client support for personal financial protection and later-life care planning.
Product overview
Benefits by Design AZ offers a focused portfolio of two core insurance products: Life Insurance and Long Term Care Insurance. The company specializes exclusively in these areas, providing individual financial security products that protect clients and their families when illnesses occur later in life. In 2024, the company transitioned away from previous business lines including Short Term Health Insurance, Dental and Vision Insurance, Travel Insurance, and Group Benefit Products, consolidating its offering around these two core protection products.
Differentiator
Problem solved
Functional benefit
Products and services
- Life Insurance Individual life insurance policies that provide financial protection for clients and their families in case of the policyholder's death, sold to individuals and families in the Phoenix, Arizona market through personalized advisory consultations.
- Long Term Care Insurance Insurance coverage that protects clients' choices and independence when illnesses occur later in life, simplifying both care decisions and financial planning, sold to individuals and families in the Phoenix, Arizona market through personalized advisory consultations.
Companies that use Benefits by Design
Customer profileSegments1 record
Ideal customer profiles1 record
Benefits by Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Benefits by Design partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Benefits by Design competitors and assessment
Company assessmentDirect peers
- Genworth: One of the leading US long-term care insurance carriers, distributing primarily through independent agents and financial advisors — the most directly comparable specialist on the LTC product side.
- Lincoln Financial Group: National insurer with a strong individual life insurance and retirement/long-term care planning franchise distributed through financial advisors — closely aligned with Benefits by Design's life and LTC product positioning and advisor-led GTM.
- Northwestern Mutual: Large US mutual insurer with a heavy focus on life insurance and long-term care planning, distributed through individual financial advisors — directly comparable to Benefits by Design's product mix and personal-advisory distribution model.
- Mutual of Omaha: Insurer offering individual life insurance and a long-standing long-term care insurance portfolio to consumers via independent agents — an especially close analog for Benefits by Design's narrowed product mix.
- New York Life: Mutual life insurer offering term and permanent life policies and long-term care solutions through a career-agent distribution channel, closely matching Benefits by Design's life/LTC focus and face-to-face advisory approach.
- MassMutual: Mutual life insurer with a long-standing individual life and long-term care insurance franchise and an advisor-led distribution model, directly comparable on product category and distribution style.
- Banner Life: Specialist term life insurance carrier (Legal & General America) distributing through independent agents and brokerages — directly comparable on life product focus and reliance on independent distribution.
Broad incumbents
- Allstate: National broad-line personal lines carrier with life insurance offerings distributed through captive agents; comparable in serving individual consumers through agent-led advice but operates at much greater scale and product breadth.
- State Farm: National broad-line personal lines insurer whose captive agents sell life insurance (among many products) directly to consumers — comparable GTM motion and customer base, but with a vastly broader product portfolio.
Emerging players
- Haven Life: Direct-to-consumer digital life insurance agency (backed by MassMutual) that sells term life online to individuals — comparable target customer and product focus, but contrasting on digital-only distribution versus Benefits by Design's in-person advisory.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat1 record
Key risks5 records
Key highlights5 records
Customer concentration
Benefits by Design social profiles
Digital presenceBenefits by Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
Benefits by Design leadership team
Management profileNumber of profiles
Profiles1 record
Benefits by Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Benefits by Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Benefits by Design
What does Benefits by Design do?
Benefits by Design is a self-owned insurance agency that sells Life Insurance and Long Term Care Insurance directly to individual consumers in the Phoenix, Arizona market. Since a 2024 strategic transition, the agency has narrowed its focus exclusively to these two product lines, providing advisory-led policy placement and ongoing client support for personal financial protection and later-life care planning.
Is Benefits by Design a public or private company?
Benefits by Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Benefits by Design founded?
Benefits by Design was founded in 1997. It employs 1 to 10 people.
Where is Benefits by Design based?
Benefits by Design is headquartered in Tempe, United States, in the North America region.
How does Benefits by Design make money?
One revenue line is on record: insurance Commissions.
Who are Benefits by Design's main competitors?
Direct peers on record are Genworth, Lincoln Financial Group, Northwestern Mutual, Mutual of Omaha, New York Life, MassMutual and Banner Life. Broad incumbents are Allstate and State Farm. Haven Life is listed as an emerging player.
Does Benefits by Design have an API?
No public API is recorded for Benefits by Design.
What industry is Benefits by Design in?
Benefits by Design's product category is Individual Life and Long-Term Care Insurance. Its primary akta.pro industry code is FSAIAAAK, Term Life Insurance Riders & Add-Ons (e.g., Waiver of Premium, Child Term, Accelerated Death Benefit). Its NAICS code is 52411 and its SIC code is 6411.