What Tarkenton Financial does

Tarkenton Financial is a privately held, boutique Independent Marketing Organization (IMO) headquartered at 3340 Peachtree Rd NE, Suite 2300 in Atlanta, Georgia. Founded in 2003 by Pro Football Hall of Fame quarterback Fran Tarkenton, the company partners with independent financial advisors across the United States to distribute annuity and life insurance products from top-rated carriers including Allianz Life, American Equity, Athene, F&G, Great American, and EquiTrust. The company is structured as Tarkenton Financial, LLC, a family-led enterprise in which Fran Tarkenton serves as Founder and CEO and his son Matt Tarkenton serves as Executive Vice President; the firm maintains 11-50 employees and reports no institutional investors, parent company, or external funding.

The core product portfolio consists of fixed index annuities and other annuity offerings, life insurance products (term, indexed universal life, and whole life), and premium finance strategies for high-net-worth clients. Beyond product access, the firm operates a layered advisor support platform that bundles proprietary software (JourneyGuide retirement income planning with Monte Carlo simulation and real-time pricing from 40+ carriers; the PEAK System; Social Security Compass; and Retirement Analyzer) with turnkey marketing programs (Retire Ready Workshops, Retire Ready Lead Generation, LinkedIn Marketing, Public Sector Appointment Program, video production, website development, In-Force Policy Program) and advisor development services (mentorship, advanced markets consulting, and exclusive events such as the Top Advisor Forum, PEAK Advisor Events, and TOUR Championship experiences).

Revenue is generated through transaction-based commissions paid by insurance carriers when network advisors place annuity and life insurance business, with the firm retaining a share and passing the remainder through to advisors according to tiered production thresholds. Pricing is not publicly disclosed and advisor qualification is gated on production volumes ranging from $500K to over $3M in annuity premium and $10K to over $100K in life insurance target premium. Distribution is single-channel-domestic via the independent advisor network, with no direct-to-consumer sales and no disclosed geographic expansion outside the United States. The firm's competitive positioning combines large-IMO resource breadth with what it describes as a personal, family-firm relationship model, anchored by Fran Tarkenton's personal brand.

Name

Tarkenton Financial

Legal name

Tarkenton Financial, LLC

Website

https://tarkentonfinancial.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Tarkenton Financial is a privately held, boutique Independent Marketing Organization (IMO) headquartered in Atlanta, Georgia, founded in 2003 by Fran Tarkenton. It distributes annuities and life insurance from top-rated carriers to independent financial advisors across the United States, complemented by proprietary planning software, turnkey marketing programs, and event-led advisor development.

Ownership category

akta.pro rank

Product category

Insurance Distribution Services

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

• Annuity distribution services
• Life insurance marketing
• Advisor support programs
• Retirement income planning
• Independent marketing organization

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Carrier Commissions: As an IMO, Tarkenton Financial earns commissions from insurance carriers (annuity and life insurance companies) when their network of independent advisors sells products. The company passes through a portion of commissions to advisors while retaining a share for platform, marketing tools, and support services.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels9 records

Core offering

Tarkenton Financial is a boutique Independent Marketing Organization (IMO) that partners with independent financial advisors across the United States to help them grow their annuity and life insurance practices. The company provides access to top-rated annuity and life insurance carriers, turnkey marketing systems (Retire Ready Workshops, video production, website development, lead generation), proprietary retirement planning software (JourneyGuide), mentorship coaching, and advanced markets consulting. Revenue is generated through commissions earned from insurance carriers when advisors in its network sell products.

Product overview

Tarkenton Financial is a boutique Independent Marketing Organization (IMO) that provides independent financial advisors with a portfolio of annuity and life insurance products backed by top-rated carriers, combined with a comprehensive suite of marketing and business support programs. The core product offerings include Annuities (fixed index annuities and guaranteed income solutions), Life Insurance (term, IUL, and whole life), and Premium Finance (for high-net-worth clients). These are supported by an ecosystem of programs including the PEAK System (a platform capturing prospecting tools, education, and assessment), Retire Ready Workshops (workshop marketing systems), Mentorship Program (personalized coaching), Video Production (professional content creation), Website Development, In-Force Policy Program (policy review tools), Advanced Markets Consulting, JourneyGuide Planning Software (retirement income planning with 40+ carrier integrations), and Lead Generation programs (targeted digital advertising, preset appointments, and LinkedIn outreach). The company is founded by NFL Hall of Famer Fran Tarkenton and is headquartered in Atlanta, Georgia.

Differentiator

Problem solved

Functional benefit

Brands

• JourneyGuide: A proprietary retirement income planning software that enables advisors to create complete retirement income plans with intuitive visuals and real-time annuity pricing from 40+ carriers.
• Retire Ready Workshops
• Mentorship Program
• Retire Ready Lead Generation
• In-Force Policy Program
• PEAK System

Products and services

• Annuities Fixed index annuities and other annuity products that provide secure growth and guaranteed lifetime income for clients approaching or in retirement. Distributed through Tarkenton Financial's network of independent financial advisors with backing from top-rated carriers including Allianz Life, American Equity, Great American, Athene, F&G, and EquiTrust.
• Life Insurance Life insurance products including term, indexed universal life (IUL), and whole life insurance that safeguard futures and create tax-free income for beneficiaries. Made available to independent advisors through carrier relationships.
• Premium Finance Strategic funding solutions designed for high-net-worth clients to unlock amplified benefits through specialized financing arrangements. Used by advisors serving wealthy clients needing sophisticated funding strategies and tax-efficient wealth transfer.
• Retire Ready Workshops A proven turnkey workshop marketing system designed to help independent financial advisors meet qualified prospects, spark real conversations about retirement, and generate appointments. Includes turnkey marketing materials and processes developed and tested by advisors for advisors.
• Mentorship Program Personalized coaching program connecting independent advisors with top-performing advisors for guidance, skill development, and one-on-one mentorship to help strengthen skills and elevate business results.
• Website Development Custom website development services tailored to advisors' strengths and story to elevate their online presence and establish a professional digital brand.
• Video Production Professional video creation services including customized advisor story videos, studio recordings, whiteboard animations, and Fran Tarkenton greeting/endorsement videos for use on websites, social media, workshops, and client communications.
• Advanced Markets Consulting Specialized consulting services from nationally recognized consultants to help advisors navigate high-stakes, multi-layered financial questions and design strategies for complex client cases.
• JourneyGuide Planning Software Retirement income planning software that enables advisors to create complete retirement plans in minutes with intuitive visuals. Features Monte Carlo simulation, real-time annuity pricing from 40+ carriers, and shareable calculator links for client engagement.
• Lead Generation Multiple lead generation programs including Retire Ready Lead Generation (targeted digital advertising), Public Sector Appointment Program (preset virtual appointments with public service employees), and LinkedIn Marketing (automated outreach and messaging campaigns) to fill advisor pipelines with qualified, high-intent prospects.
• In-Force Policy Program Program providing advisors with a consolidated list of their in-force annuity policies across multiple carriers to identify opportunities for policy reviews and replacements, turning existing client books into new revenue opportunities.

Quantifiable outcome

• Advisors using Tarkenton programs have generated millions in assets through marketing initiatives
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• JourneyGuidecoreTechnology or IntegrationJourneyGuide is a retirement planning software partner that Tarkenton Financial advisors access at significant discounts. The software enables advisors to create complete retirement income plans with Monte Carlo simulation and real-time annuity pricing from 40+ carriers. The partnership provides advisors with powerful planning tools to elevate client conversations.
• Public Sector PartnershipcoreStrategic or Co-development PartnerExclusive partnership providing Tarkenton Financial advisors with preset virtual appointments with public service employees including teachers, administrators, and other public sector professionals. Appointments are scheduled directly on the advisor's calendar with a highly engaged, retirement-focused audience.
• Fran Tarkenton Personal BrandingflagshipGTM or Marketing PartnerFran Tarkenton provides personal branding and endorsement opportunities for qualifying advisors, including greeting videos, endorsements, and prospect introductions. His Hall of Fame status brings credibility, relatability, and trust to advisor marketing efforts.
• Allianz LifecoreChannel Partner/ Reseller/ DistributorAllianz Life is a leading annuity carrier that has been ranked #1 in fixed index annuity sales. Tarkenton Financial advisors have access to Allianz products including the Allianz 222 and Allianz 360.
• American EquitycoreChannel Partner/ Reseller/ DistributorAmerican Equity is a top-rated annuity carrier consistently ranked #2-3 in the industry. Tarkenton Financial provides advisors access to American Equity products including the Bonus Gold product.
• Great AmericancoreChannel Partner/ Reseller/ DistributorGreat American is a consistently top-10 annuity carrier that Tarkenton Financial advisors can access for client retirement planning solutions.
• AthenecoreChannel Partner/ Reseller/ DistributorAthene is a leading annuity carrier that has shown strong growth and is consistently in the top rankings. Tarkenton Financial provides advisors access to Athene products.
• F&GcoreChannel Partner/ Reseller/ DistributorF&G (F&G Life) is a consistently top-10 carrier known for competitive guaranteed income products. Tarkenton Financial advisors have access to F&G annuity offerings.
• EquiTrustcoreChannel Partner/ Reseller/ DistributorEquiTrust is a consistent top-10 carrier that Tarkenton Financial advisors can access for annuity products.
• TesTeachersminorImplementation/ SI/ Consulting PartnerTesTeachers provides educational materials for obtaining life insurance or Series 65 licenses. Tarkenton Financial has partnered with TesTeachers to help advisors obtain necessary licenses for expanded practice capabilities.
• Brookstone CapitalminorChannel Partner/ Reseller/ DistributorBrookstone Capital is a broker-dealer partner that Tarkenton Financial advisors can set up licensing through for expanded securities offerings.
• Brokers International - WOMAN ProgramminorGTM or Marketing PartnerThrough Brokers International partnership, Tarkenton Financial female agents have access to the WOMAN Program which provides networking, collaboration, conferences, and monthly webinars for women in the insurance industry.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Lion Street: Boutique IMO serving high-producing independent advisors with life insurance, annuity, and advanced markets solutions. Comparable because both target top-tier independent advisors with curated carrier access and advanced case-design support.
• World Financial Group: Large multi-line IMO with a national independent associate network distributing life insurance, annuities, and other financial products. Comparable due to shared independent-producer distribution model and carrier-commission revenue structure.
• CreativeOne: Field Marketing Organization (FMO) that partners with independent agents to provide annuity, life insurance, and Medicare products from multiple carriers. Closely comparable to Tarkenton Financial's multi-carrier distribution model and agent support services.
• Brokers International: Insurance marketing organization and distribution partner (Tarkenton Financial's WOMAN Program partner). Comparable as both operate as insurance IMOs providing carrier access, back-office support, and marketing programs to independent agents.
• Senior Market Sales: Specialty IMO focused on retirement-income and annuity products distributed through independent agents. Closely comparable to Tarkenton Financial's annuity and retirement planning orientation and its advisor-support distribution model.
• Integrity Marketing Group: Leading IMO and insurance distribution consolidator with a national independent agent network. Comparable because both partner with independent financial advisors to distribute annuity and life insurance products from top carriers, with back-office and marketing support.
• Symmetry Financial Group: Large life insurance IMO with a national agent network. Comparable as both recruit and support independent agents, earn carrier commissions, and bundle training, marketing, and carrier access into their advisor value proposition.
• AmeriLife: Large-scale Independent Marketing Organization (IMO) and insurance distribution platform. Directly comparable as both operate as IMOs distributing annuity, life, and health products through independent advisor networks across the United States.

Broad incumbents

• Prudential Financial: Major diversified insurance and financial services carrier with proprietary advisor distribution and broad retirement product portfolios. Comparable as a broad incumbent overlapping with Tarkenton Financial's annuity, life insurance, and retirement income focus, though at materially larger scale and with owned distribution.

Emerging players

• Gainbridge: Direct-to-consumer digital annuity platform offering fixed index, fixed rate, and registered index-linked annuities online. Comparable because it competes for the same retirement-income annuity demand that flows through Tarkenton Financial's advisor channel, though via a different go-to-market model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tarkenton-financial
• Facebookfacebook.com/tarkentonfinancial

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Tarkenton Financial