Baird Financial Group

What Baird Financial Group does

Baird Financial Group is an independent, privately held insurance and financial services brokerage founded in 1993 by Gary Baird Jr. and headquartered in Dallas, Texas. The firm specializes in disability income insurance for medical professionals (physicians, surgeons, and other medical subspecialists) and, more recently, attorneys — with a customer base of more than 2,200 insured physicians across the United States. Its core products include Own Occupation, Own Occupation Not Engaged, and Limited Own Occupation disability policies, complemented by a broad rider catalog (Catastrophic Disability, Good Health, COBRA Premium, Supplemental Health, Compassionate Disability, Return of Premium, Future Increase Option, Residual Disability), as well as adjacent products such as Critical Illness, Long Term Care, Annuities, Life Insurance, Disability Office Overhead, and Buy-Sell Agreements. Securities and investments are offered through a separate FINRA/SIPC member (Ameritas Investment Company, LLC).

The firm's business model is commission-based: it places high volumes of disability insurance contracts with multiple carriers (Ameritas, The Standard, Principal Financial Group, MetLife), using that volume to negotiate proprietary premium discounts of 15–40% for clients who are members of preferred-provider associations. Distribution is built on preferred-provider relationships with the American Bar Association, MGMA, and dozens of national and state medical associations, supplemented by direct sales (phone, email, online quote form), a referral pipeline that generates 125+ referrals annually, content marketing, direct mail, and social media. The team consists of four named personnel — Founder/Owner Gary Baird, Administrator & Licensed Agent Amanda Koudaih (joined December 2019), Client Liaison Lisa Shedden, and IT Admin & Research Henry Roberts (joined February 2020) — indicating a tightly run lifestyle practice with no external institutional capital. Notable operational metrics include 85+ disability claims handled with 100% of claimants receiving full benefits, reinforcing the firm's claim-success positioning. The firm does not disclose revenue, has no parent company or subsidiaries, and operates as a bootstrapped, founder-controlled entity.

Name

Baird Financial Group

Legal name

Baird Financial Group

Website

https://bairdfinancialgroup.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Baird Financial Group is an independent Dallas-based insurance brokerage founded in 1993 that specializes in disability income insurance for physicians and surgeons, with preferred-provider discounts across dozens of medical and legal associations.

Ownership category

akta.pro rank

Product category

Insurance Brokerage (Disability Income Insurance)

NAICS

Insurance Agencies and Brokerages (52421), Portfolio Management and Investment Advice (523940)

SIC

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

akta.pro primary industry

Individual Disability Income Insurance (Non-Group) (FSAIAIAA)

akta.pro secondary industries

Own-Occupation Specialty Disability Insurance (Professional Occupations) (FSAIAIAI), Group Disability Income Insurance (Employer-Sponsored) (FSAIAIAB), Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Disability income insurance
• Own occupation coverage
• Physician disability insurance
• Attorney disability insurance
• Medical professional insurance broker

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Disability Insurance Sales: Commission-based sales of disability income insurance policies to physicians, surgeons, and attorneys. They place high volumes of disability insurance contracts with carriers, giving them leverage to negotiate favorable underwriting terms and exclusive discounts for their clients.
2. Securities and Investments: Gary Baird Jr. offers securities and investments through Ameritas Investment Company, LLC, Member FINRA/SIPC. Products include stocks, mutual funds, bonds, IRAs, UITs, ETFs, variable life/annuities, and alternative investments.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Baird Financial Group is an independent insurance and financial services brokerage that sells disability income insurance and related insurance and investment products to individual medical professionals (physicians and surgeons across 130+ specialties) and attorneys nationwide. Its flagship offering is Own Occupation disability income insurance placed with multiple carriers, supplemented by life insurance, annuities, long-term care, critical illness, overhead expense, and buy-sell agreement coverage, plus securities and investment advisory services delivered through Ameritas Investment Company, LLC.

Product overview

Baird Financial Group is an independent financial services and insurance brokerage that operates primarily as a disability income insurance specialist serving medical professionals (physicians, surgeons) and attorneys nationwide. The core product is disability income insurance, offered in three policy types: Own Occupation Disability Insurance (the flagship, strongest-definition product), Own Occupation Not Engaged, and Limited Own Occupation. These are supplemented by specialized riders including Catastrophic Disability Benefit, Good Health Benefit, COBRA Premium Benefit, Supplemental Health Benefit, Compassionate Disability Benefit, Return of Premium, Future Increase/Purchase Option, Transitional Own Occupation, and Residual Disability Benefit riders. Beyond disability coverage, Baird Financial Group also offers Life Insurance (Term, Universal, Variable Universal, Whole Life), Annuities (Fixed, Immediate, Deferred, Single-Life, Joint/Survivor), Long Term Care Insurance (Traditional and Asset-Based), Critical Illness Insurance, Disability Office Overhead Insurance, and Buy-Sell Agreements. Financial advisory services cover stocks, mutual funds, bonds, IRAs, ETFs, UITs, variable life/annuities, and alternative investments. A key differentiator is access to proprietary premium discounts of 15-40% through medical association partnerships (MGMA, state and national medical associations) and attorney association programs (American Bar Association). The company also provides complimentary policy review services for existing clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Own Occupation Disability Insurance The strongest form of disability coverage sold by Baird Financial Group; if the insured physician is unable to work in their medical sub-specialty, full benefits are payable regardless of income earned in other occupations. Targeted at individual physicians and surgeons across all specialties and subspecialties.
• Own Occupation Not Engaged Disability Insurance Disability insurance variant where full benefits are payable while the insured is not working, but if the insured takes another profession, the monthly benefit adjusts in proportion to the new income level. Designed for individual medical professionals.
• Limited Own Occupation Disability Insurance The most basic Long Term Disability Insurance form; full benefits are payable for a limited period (typically two years) if the insured cannot work in their medical specialty, after which they must be unable to work at any reasonably suited occupation.
• Disability Office Overhead Insurance Coverage designed to pay business overhead expenses (rent, utilities, malpractice insurance, equipment payments, salaries) to keep a private medical practice running while the physician is on disability; premium is 100% tax deductible as an ordinary business expense.
• Buy-Sell Agreement Funding Arrangement between business owners that obligates one party to buy and another to sell the business upon death, disability, or retirement of one owner; insurance-funded solution for medical practice partners.
• Critical Illness Insurance Provides a tax-free lump-sum benefit of $100,000 to $2 million within 30 days of diagnosis of a covered life-threatening illness (cancer, heart attack, stroke, renal failure, MS, organ transplant); does not require a waiting period like disability insurance. Targeted at individual medical professionals and high-income individuals.
• Long Term Care Insurance Insurance covering assistance with daily activities due to a limiting condition; offered in Traditional (indemnity/reimbursement with inflation protection) and Asset-Based (LTC benefit, life insurance benefit, return of premium option) forms.
• Annuities Insurance-based contracts providing future payments at regular intervals in exchange for current premiums; includes Fixed, Immediate Fixed, Deferred, Single-Life, and Joint and Survivor Annuity options.
• Life Insurance Death benefit protection with various forms including Term Life, Universal Life (flexible premium), Variable Universal Life (investment element), and Whole Life (fixed premium with cash value accumulation).
• Attorney Disability Insurance Disability income insurance for attorneys featuring an Own Legal Specialty / Lawyer Definition of Disability, permanent premium discounts, monthly tax-free benefits up to $40,000, and optional inflation riders, future increase options, and catastrophic benefits; available through American Bar Association affiliation.
• Policy Review and Second Opinion Service Complimentary comprehensive review of existing disability insurance policies to assess adequacy of coverage, identify weak definitions, and recommend additional protection if needed. Offered to physicians and attorneys.
• Financial Advisory Services Comprehensive financial planning services covering stocks, mutual funds, bonds, IRAs, UITs, ETFs, variable life/annuities, and alternative investments; designed for physicians and high-income professionals and delivered through Ameritas Investment Company, LLC (FINRA/SIPC member).
• Alternative Investments Investment offerings including Energy Programs (oil, natural gas, solar), Master Limited Partnerships (MLPs), Principal-Protected Notes (PPNs), and Real Estate Investment Trusts (REITs); offered to physician and high-income individual clients.

Quantifiable outcome

• Over 2,200 physicians insured across the country
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• AmeritascoreOthers · 6 November 2015Insurance carrier offering DInamic Foundation Noncancelable and Guaranteed Renewable disability income contracts. Effective November 2015, female rates reduced by 10% in approved states for occupation classes 6M-4M. Provides COBRA Premium Benefit rider reimbursing up to $1,000/month for COBRA medical coverage during disability.
• American Bar Association (ABA)coreGTM or Marketing PartnerAssociate member of the American Bar Association. Established as an approved vendor and preferred provider with American Bar Insurance Plan Consultants. ABA eligible members receive disability insurance with Own Legal Specialty/Lawyer Definition of Disability and proprietary premium discounts of 15-20%.
• MGMA (Medical Group Management Association)coreGTM or Marketing PartnerMGMA member discounts available for group disability insurance. Exclusive Premium Discounts make disability coverage more affordable for medical practice managers and their physician members.
• Various Medical AssociationscoreGTM or Marketing PartnerPreferred provider status with dozens of local, state, and national medical associations including ACR, ACOG, AAFP, AAEP, ACP, ACS, and AAP. These relationships enable proprietary premium discounts of 15-40% for members.
• Ameritas Investment Company, LLCcoreTechnology or IntegrationSecurities and investments offered through Ameritas Investment Company, LLC, Member FINRA/SIPC. Gary Baird Jr. offers products and services under Baird Financial Group brand. Products include stocks, mutual funds, bonds, IRAs, UITs, ETFs, variable life/annuities, and alternative investments.
• MetLifeminorOthersMetLife disability insurance resources and educational content referenced on the blog. MetLife's 10 Simple Tips for disability insurance featured as industry educational content.
• Insurance CarrierscoreOthersMultiple insurance carrier partners referenced including Ameritas, The Standard, Principal Financial Group. Each carrier offers different riders and benefits such as Catastrophic Disability Benefit Rider, Compassionate Disability Benefit, Supplemental Health Benefit, Good Health Benefit.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• MassMutual: Diversified mutual insurer with a substantial disability and life insurance book, including own-occupation products aimed at professionals. Competes with Baird both through direct sales and through financial professionals serving physicians and attorneys.
• Ameritas: Insurance carrier and FINRA-registered broker-dealer that supplies disability insurance products (DInamic Foundation) and securities services to Baird. As a leading direct carrier in the disability market for professionals, it competes with — and simultaneously enables — Baird's offering.
• Northwestern Mutual: Large financial services firm offering disability, life, and wealth management products through captive advisors. Overlaps significantly with Baird's professional-client segment via its high-income physician and attorney client base.
• Guardian Life: Major mutual insurer with strong disability income and life insurance offerings for professionals. Competes directly with Baird in the own-occupation disability market for high-income professionals.
• Principal Financial Group: Large diversified financial services company with a robust disability insurance product line for professionals, including the Supplemental Health Benefit used by Baird's clients. Represents both a carrier partner and a broad competitive incumbent.
• The Standard: Major U.S. disability insurance carrier with a strong presence in own-occupation and group disability markets. Competes with Baird both as a direct carrier and through independent brokers targeting the same professional segment.
• MetLife: National insurance carrier offering disability income and group disability products. Competes with Baird in the professional disability segment via direct sales, broker networks, and employer-sponsored channels.

Direct peers

• Physicians Thrive: Physician-focused financial services firm offering insurance, wealth management, and tax planning. Competes for the same high-income physician segment using a consultative, advisory-led model similar to Baird's approach.
• LeverageRx: Digital-first brokerage specializing in disability, life, and student-loan refinancing for physicians. Targets the same medical-professional segment as Baird and competes directly for the same referral and association-driven distribution channels.
• Dandelion: Specialist financial planning and insurance platform for physicians and high-income medical professionals. Competes with Baird by offering disability and life insurance planning bundled with wealth management services to the same customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/baird-financial-group

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 Baird Financial Group