American Senior Benefits

What American Senior Benefits does

American Senior Benefits is a US-based independent marketing organization (IMO) and insurance distribution company serving the senior market. Founded in 2008 and headquartered in Dallas, Texas, with an administrative office in Olathe, Kansas, the company operates a hybrid business model that combines the training, infrastructure, and support of a career agency with the product breadth of an independent agency. Its core function is to enable a network of 1,800+ affiliated agents operating out of 165+ nationwide locations to sell Medicare supplements, long-term care insurance, life insurance, fixed and fixed-index annuities, retirement planning solutions, and specialized health products (dental, vision, critical illness, hospitalization, disability). Agents access a portfolio of products from 220+ partner carriers including United Healthcare, Mutual of Omaha, Aetna, Allianz, Cigna, John Hancock, Transamerica, Americo, and North American Life.

The company builds its competitive position on three pillars: (1) a hybrid agent-support platform comprising a marketing and prospecting CRM, a proprietary multiple-touch lead program, a 24/7 business tracking dashboard, CSG Actuarial LTCI quoting, iPipeline SaaS, WinFlex commission/reporting software, and ECS licensing and contracting support; (2) a broad carrier aggregation moat via 220+ partnerships, with some products offered exclusively through ASB; and (3) an agent vesting schedule (3-year interim vesting, 10-year permanent vesting) that creates long-term retention economics. The platform is built primarily on third-party technology rather than proprietary IP.

Revenue is generated through insurance commissions on distributed premium; agent compensation is commission-based with weekly payouts and consolidated statements. Agents typically earn six-figure incomes with no stated base, and ASB's revenue scales directly with placed premium across its affiliated agent base. The end-customer segment is highly fragmented—individual seniors and retirees—while the carrier supply side is diversified across 220+ providers. In July 2019, American Senior Benefits was acquired by Integrity Marketing Group, the nation's largest independent distributor of life and health insurance products to the Senior Market, with ASB founders Jim Sweeney and Clayton LeGeyt taking ownership stakes; in August 2019, Integrity received a strategic growth investment from Harvest Partners.

Name

American Senior Benefits

Legal name

American Senior Benefits, LLC

Website

https://americanseniorbenefits.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

American Senior Benefits is a US independent marketing organization that distributes Medicare supplements, life insurance, long-term care, and annuity products to seniors through 1,800+ affiliated agents and 220+ carrier partnerships.

Ownership category

akta.pro rank

Product category

Senior Insurance Distribution

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro primary industry

Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM)

Keywords

• Senior insurance distribution
• Medicare supplement plans
• Independent insurance agency
• Annuity retirement planning
• Long-term care insurance

Headquarters

HQ city

Olathe

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: American Senior Benefits generates revenue through commissions earned from insurance product sales. Affiliated agents sell insurance products from partner carriers including Medicare supplements, long-term care, life insurance, annuities, and retirement planning products. Agents receive commission-only or commission-based compensation with highly competitive earnings potential up to six figures. The company operates on a vesting schedule where agents become vested in their book of business after 3 years (vested for 3 years) and fully vested for life after 10 years.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

American Senior Benefits is an independent insurance marketing organization that distributes senior-focused insurance products through a nationwide network of 1,800+ affiliated agents operating out of 165+ locations. Its product portfolio spans Medicare supplements and Part D plans, life insurance, long-term and short-term care coverage, fixed and fixed-index annuities, retirement planning, and specialized supplemental health products, sourced from 220+ partner carriers. The company pairs this carrier breadth with a hybrid agent support platform providing training, CRM-based marketing and prospecting, lead generation, commission processing, and business tracking tools.

Product overview

American Senior Benefits operates as an independent insurance marketing organization serving the senior market with a hybrid business model combining independent and career agency structures. The core product offering is a comprehensive insurance portfolio including Medicare Supplements and Part D Plans, Life Insurance (Whole Life, Term, Universal Life, Graded Benefits), Long-Term Care Insurance (including new hybrid life+LTC plans), Fixed and Fixed Index Annuities, Retirement Planning Services, and Specialized Health Products (dental, vision, critical illness, hospitalization, disability, cancer, stroke, heart attack). Supporting this product portfolio is a proprietary hybrid platform providing agents with training, marketing/prospecting systems, lead generation, commission management, and business tracking tools. The company also offers an exclusive scholarship program product. All products are distributed through over 1,800 affiliated agents operating from 165+ nationwide locations, offering solutions from 220+ partner insurance carriers including United Healthcare, Mutual of Omaha, Aetna, Allianz, Cigna, John Hancock, Transamerica, Americo, and North American Life.

Differentiator

Problem solved

Functional benefit

Products and services

• Medicare Supplements and Part D Plans Medicare supplement insurance and Part D prescription drug plans that help cover costs not paid by Original Medicare, sourced from multiple carrier partnerships to match each client's needs and budget. Targeted at Medicare-eligible seniors.
• Life Insurance Products Portfolio of Whole Life, Term, Universal Life, and Graded Benefits Plans from trusted carrier partners, including coverage for funeral and burial expenses. Targeted at individuals and families seeking life and final-expense protection.
• Long-Term Care Insurance Long-term care coverage that pays for costs Medicare does not cover, including hybrid plans that combine life insurance and long-term care benefits. Targeted at seniors concerned about future long-term care costs.
• Fixed and Fixed Index Annuities Fixed and fixed-index annuity products providing a steady, safe income stream that cannot be outlived, used as part of retirement income strategies. Targeted at retirees and pre-retirees seeking guaranteed lifetime income.
• Retirement Planning Services Comprehensive retirement planning strategies that help clients prepare for a comfortable and secure retirement, creating manageable long-term financial plans that integrate ASB's insurance and annuity products. Targeted at pre-retirees and retirees.
• Specialized Health Products Supplemental health coverage including dental, vision, critical illness, hospitalization, disability, cancer, stroke, and heart attack products that address needs not covered by Medicare. Targeted at seniors needing protection against specific health events.
• Scholarship Program Proprietary product available exclusively through American Senior Benefits that helps families defer rising higher education costs while caring for their own financial needs. Targeted at families balancing education funding with retirement and insurance planning.

Quantifiable outcome

• 20% increase in issued premium year-over-year through August 2018

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered flagship and core.

• Integrity Marketing GroupflagshipStrategic or Co-development Partner · 16 July 2019ASB was acquired by Integrity Marketing Group, the nation's largest independent distributor of life and health insurance products to the Senior Market. ASB founders Jim Sweeney and Clay LeGeyt became owners in Integrity as part of the transformational partnership. The acquisition positioned ASB as part of a larger national platform.
• United HealthcarecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing Medicare and health insurance products. ASB offers United Healthcare products as part of their comprehensive portfolio of over 220 insurance carriers.
• Mutual of OmahacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner. ASB offers Mutual of Omaha products as part of their comprehensive portfolio of over 220 insurance carriers.
• AetnacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing health insurance products. ASB offers Aetna products as part of their comprehensive portfolio.
• AllianzcoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing insurance products. ASB offers Allianz products as part of their comprehensive portfolio.
• CignacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing health and insurance products. ASB offers Cigna products as part of their comprehensive portfolio.
• John HancockcoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing life insurance and annuity products. ASB offers John Hancock products as part of their comprehensive portfolio.
• TransamericacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing life insurance and retirement solutions. ASB offers Transamerica products as part of their comprehensive portfolio.
• AmericocoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing insurance products. ASB offers Americo products as part of their comprehensive portfolio.
• North American LifecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner providing life insurance products. ASB offers North American Life products as part of their comprehensive portfolio.
• 220+ Insurance Carriers (Comprehensive Portfolio)coreChannel Partner/ Reseller/ DistributorASB partners with over 220 of the highest rated insurance carriers, providing affiliated agents access to a unique marketplace of solutions for virtually any client's unique health and retirement challenges. Some products are only available through ASB.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Integrity Marketing Group: ASB's parent company and the nation's largest independent distributor of life and health insurance products to the senior market. Operates a broader portfolio of IMOs and insurance businesses across multiple product lines and geographies, encompassing ASB as its largest career agency network.
• Mutual of Omaha: Insurance carrier and career agency distributor offering Medicare Supplement, life, long-term care, and retirement products directly through its own agent force. Both an ASB carrier partner and a competing distribution channel for senior insurance products.

Emerging players

• National Western Life Insurance Group: Specialty life insurance and annuity carrier distributing through independent agents with a focus on whole life and retirement products. Comparable in offering life insurance and annuity products to seniors via the independent distribution channel where ASB agents operate.
• F&G Annuities & Life: Annuities and life insurance provider with a growing independent distribution platform targeting retirement-focused consumers. Comparable in focusing on annuity and life products distributed through independent agents in the senior market.

Direct peers

• Senior Market Sales: Independent insurance marketing organization specializing in senior market products including Medicare, life, annuities, and long-term care. Closely analogous to ASB in serving as an IMO with multi-carrier access for affiliated agents focused on the senior demographic.
• Bankers Life: Career agency insurance distribution platform owned by CNO Financial Group, focused on middle-income seniors with Medicare supplement, life insurance, and retirement income products. Directly comparable career-agency model serving the same senior customer base.
• eHealth: Online health insurance marketplace with significant Medicare and senior market presence, distributing individual Medicare, Medicare Supplement, Medicare Advantage, and ancillary products. Comparable business model of selling multiple carriers' senior products to consumers via licensed agents.
• SelectQuote: Senior-focused direct-to-consumer insurance distributor selling term life, final expense, and Medicare-related products through inside sales agents. Highly comparable to ASB in target customer and product mix, though SelectQuote relies on phone/digital rather than face-to-face agent distribution.
• Benefytt Technologies: Insurance distribution platform specializing in health, Medicare-related, and supplemental products marketed to individuals. Comparable in serving individual consumers with senior-focused health and supplemental coverage through partner carrier relationships.
• GoHealth: Medicare-focused health insurance marketplace operating a tech-enabled agent distribution model. Directly comparable as a senior-market insurance distributor with carrier breadth, competing for the same Medicare beneficiary and ancillary product demand that ASB serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/americanseniorbenefits
• LinkedInlinkedin.com/company/american-senior-benefits

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 American Senior Benefits