New Benefits

What New Benefits does

New Benefits, Ltd. is a Dallas-based, privately held company founded in 1990 by Joel Ray that operates as a non-insured benefits aggregator and administrator, curating a portfolio of 40+ wellness, financial, lifestyle, and protection benefits—including telemedicine, health advocacy, fertility, mental health, prescription savings, vision, dental, identity theft protection, pet care, and legal services—from third-party vendors and delivering them through a unified technology and administration stack. Its core technology comprises a cloud-based benefits administration platform with a client portal for broker/HR administration, a white-label member mobile app and web portal, and the NB Marketplace e-commerce storefront for direct-to-consumer and SMB distribution, supplemented by an in-house variable-data print-on-demand operation using high-speed Xerox equipment. The platform holds SOC 2 Type II certification, and the company maintains dedicated compliance capabilities covering state-specific non-insured benefits regulation across 34 states.

The company's revenue model is built on recurring per-member membership/subscription fees billed monthly in arrears based on active enrolled members, plus ancillary print services priced at $0.11 per page and commissions distributed to channel partners. Distribution is overwhelmingly channel-led: New Benefits works through thousands of benefits brokers, consultants, and resellers including major brokerage firms (Marsh McLennan Agency, Gallagher, Lockton, Hub International, NFP, USI, McGriff), insurance carriers (United Healthcare, Transamerica), associations, financial institutions, TPAs, and marketing organizations. Sales is supported by dedicated business development representatives who provide a free "Benefits Tune-Up" consultative offering to brokers. Customer segments span enterprise employers (e.g., Sally Beauty Holdings with 27,000 associates across 4,000+ stores), insurance carriers, financial institutions, and associations, with thousands of groups and millions of members reached. The company has no disclosed external funding, is founder/management-owned, and employs 51-100 people, with an executive team featuring long-tenured leaders including founder/CEO Joel Ray, President Dulce Bozeman (joined 1999), and COO Marti Powles (joined 1993).

Name

New Benefits

Legal name

New Benefits, Ltd.

Website

https://newbenefits.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

New Benefits is a Dallas-based, founder-owned non-insured benefits aggregator founded in 1990 that curates 40+ wellness, financial, and lifestyle benefits into a single administration platform, distributed primarily through thousands of benefits brokers and consultants to employer clients across the United States.

Ownership category

akta.pro rank

Product category

Employee Benefits Administration

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Health and Welfare Funds (525120)

SIC

Services-Misc Health & Allied Services, Nec (8090), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Eligibility, Enrollment & Benefits Administration (HLAEALAH)

akta.pro secondary industries

Ancillary Benefits TPA (Dental/Vision/Life/Accident/Critical Illness) (HLAEALAN), Benefits Administration (BPACAPAC), Benefits Administration & Enrollment Support (BPAAAIAB)

Keywords

• Non-insured benefits
• Employee benefits administration
• Supplemental benefits portfolio
• Wellness benefits platform
• Benefits broker solutions

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership/Subscription Revenue: Monthly recurring membership fees charged per enrolled member. Groups are billed in arrears at the beginning of each month for the previous month's active memberships. Commissions are distributed monthly to agents based on active enrolled members.
2. Print Services: Variable data printing services for enrollment guides, postcards, membership kits, and marketing materials. Priced at $0.11 per page with no volume-based pricing changes.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

New Benefits aggregates and administers a curated portfolio of 40+ non-insured benefits (telemedicine, vision, dental, hearing, mental health, fertility, identity theft, pet care, legal, financial wellness, etc.) on behalf of brokers, employers, associations, insurance carriers, financial institutions and TPAs. The company provides white-label delivery via the NB Marketplace e-commerce storefront, the Client Portal for employer/broker administration, and the Member Mobile App/Web Portal, with consolidated eligibility, billing and in-house member support.

Product overview

New Benefits operates as a non-insured benefits aggregator and administrator offering a comprehensive portfolio of 40+ wellness, financial, and lifestyle solutions. The core offering consists of the NB Marketplace e-commerce platform, Client Portal for employer administration, Member Mobile App/Web Portal for employee access, and NB Print Services for fulfillment. The company bundles benefits across health (telemedicine, health advocacy, fertility, prescription savings, vision, dental, lab testing, diagnostic imaging, chiropractic), advocacy (health advocacy, caregiver solutions, worklife services), mental health (EAP, counseling, virtual behavioral health), financial wellness, protection (identity theft, legal services, roadside assistance, travel assistance, work shield), and virtual health categories. Additional services include compliance management, member engagement with in-house call center support, and account administration. All benefits are delivered through white-label or branded customization options with SOC 2 Type II security certification.

Differentiator

Problem solved

Functional benefit

Brands

• Coast to Coast Vision: A trademark of New Benefits, Ltd., representing the original vision benefit product founded by Joel Ray before expanding into broader non-insured benefits offerings.

Products and services

• Non-Insured Benefits Portfolio Curated portfolio of 40+ non-insured benefits aggregated from multiple vendors, sold as customizable packages or à la carte to brokers, employers and organizations for distribution to their members/employees.
• NB Marketplace White-label e-commerce storefront for organizations to offer non-insured benefits, insurance and discounted products directly to employees and members under their own brand.
• Client Portal Secure web-based platform for employers and brokers to manage groups, member eligibility, billing, commissions, and access business intelligence and reporting on benefit utilization.
• Member Mobile App/Web Portal Mobile application and web portal enabling members to access benefits, view ID cards, receive push notifications, use live chat support, and manage their benefit information. Supports white-label customization.
• Member Engagement Services Personalized membership kits, mobile app access and in-house bilingual member call center providing concierge-style support to enrolled members.
• Compliance Services Compliance management covering state-specific non-insured benefit regulations across 34 states, marketing material review/approval, and licensing/registration guidance for brokers and partners.
• NB Print Services In-house variable-data print center producing personalized enrollment guides, postcards, membership kits, flyers and laminated wallet cards for brokers and employer clients, with 3-5 business day turnaround.
• Administration Services Full back-office administration for non-insured benefit programs including enrollment processing, eligibility file management, billing, commission distribution and data entry.
• Work Shield Workplace misconduct reporting and investigation service providing confidential reporting, independent third-party investigations, and documented resolutions to reduce legal and compliance risk.
• Family Planning Bundle Comprehensive family planning support covering fertility, pregnancy, postpartum recovery, and early childhood through Kindbody and related partners.
• Pre-Configured Benefit Packages Pre-configured benefit bundles (Health, Security, Well-Being) combining multiple non-insured benefits for simplified enrollment and administration by brokers and employers.

Quantifiable outcome

• One eligibility file feed replaces multiple vendor integrations
• +5 more outcomes

Named customers11 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability1 record

Feature5 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• AflacminorChannel Partner/ Reseller/ DistributorAflac is a partnered vendor displayed on NB Marketplace, offering supplemental insurance products through the e-commerce platform.
• ASPCAminorChannel Partner/ Reseller/ DistributorASPCA pet insurance partnered with NB Marketplace to offer pet care coverage through the platform.
• Spot Pet InsuranceminorChannel Partner/ Reseller/ DistributorSpot Pet Insurance available on NB Marketplace as a pet insurance option for members.
• AlightcoreTechnology or IntegrationAlight provides health advocacy and price transparency solutions integrated into New Benefits' portfolio. Includes Alight Navigator and Alight Price Transparency products.
• Alight NavigatorcoreTechnology or IntegrationHealth advocacy program providing employees with personal healthcare concierge services including insurance questions, care coordination, billing dispute resolution, and cost transparency tools.
• Health Advocate SolutionscoreTechnology or IntegrationHealth advocacy services helping employees navigate healthcare systems, reduce medical billing errors, and access cost-effective care options.
• KindbodycoreTechnology or IntegrationFertility and family-building benefits provider offering employees access to fertility specialists, IVF treatment discounts, and comprehensive fertility, surrogacy, and adoption services.
• Recuro HealthcoreTechnology or IntegrationVirtual healthcare platform providing Virtual Primary Care, Behavioral Health, and 24/7 Urgent Care through Recuro Health Complete Care integrated solution.
• GalileocoreTechnology or Integration24/7 virtual care provider offering members access to doctors and mental health experts via video, phone, or chat through the Galileo mobile app.
• Work ShieldcoreTechnology or IntegrationWorkplace misconduct reporting and investigation service providing confidential reporting, independent third-party investigations, and documented resolutions to help employers create safer workplaces.
• TeladoccoreTechnology or IntegrationTelemedicine provider offering virtual doctor visits, expert medical services, and mental health support through Teladoc and Teladoc Mental Health Complete products.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BenefitHub: BenefitHub is the most direct competitor—a non-insured/voluntary benefits aggregator and marketplace serving employers and brokers with a similar portfolio of discount and voluntary products and a white-label platform model.

Broad incumbents

• Mercer Marketplace: Mercer, through Mercer Marketplace 365, offers a non-insured/voluntary benefits exchange sold through consulting brokers. It competes in the same broker-distributed benefits space but as part of a much broader HR consulting portfolio.
• Aflac: Aflac is a leading supplemental insurance carrier and a named partner on New Benefits' NB Marketplace. Both serve brokers and employers offering voluntary/ancillary benefits, though Aflac underwrites insurance while New Benefits administers non-insured products.
• Unum Group: Unum is a major group benefits carrier offering voluntary/worksite products through brokers. It overlaps with New Benefits' broker-distributed ancillary benefits model but competes as an insurance underwriter rather than a non-insured administrator.
• Lincoln Financial Group: Lincoln Financial provides group disability, life, dental, and voluntary benefits through broker channels. It competes for the same broker wallet and employer-supplemental benefits spend that New Benefits targets.
• MetLife: MetLife is one of the largest group/voluntary benefits carriers in the US, distributing through employers and brokers. It addresses the same supplemental benefits demand that New Benefits serves, but through insured products.
• Allstate Benefits: Allstate Benefits (a National General company) sells voluntary and supplemental insurance products through brokers and employers. It competes in the same broker-distributed, employer-paid voluntary benefits category as New Benefits.
• Sun Life U.S. Sun Life U.S. provides group disability, dental, vision, and voluntary benefits through brokers. It targets the same employer and broker customers purchasing supplemental benefits.
• The Hartford: The Hartford's Group Benefits division offers disability, leave, and voluntary benefits through brokers and employers, overlapping with New Benefits' employer and broker customer base.

Emerging players

• SelectQuote: SelectQuote distributes supplemental insurance and voluntary benefits through direct-to-consumer and partner channels. While its distribution model differs, it competes for the same supplemental benefits dollar spent by US consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/newbenefits
• YouTubeyoutube.com/@newbenefits
• Facebookfacebook.com/discountbenefits
• LinkedInlinkedin.com/company/new-benefits
• Instagraminstagram.com/newbenefits

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 New Benefits