Equis Financial
Equis Financial is an insurance marketing organization that enables independent agents to sell life insurance, annuities, mortgage protection, and retirement products from 20+ carriers to middle-income American families across all 50 states, operating as a subsidiary of Integrity Marketing Group since May 2020.
- Company typePrivate
- Founded2015
- HeadquartersAsheville, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Equis Financial does
Equis Financial is a privately held insurance marketing organization founded in 2015 and headquartered in Lynchburg, Virginia, that supports independent insurance agents and agency builders across all 50 states. The company sells life insurance, mortgage protection, living benefits, debt elimination, retirement solutions (annuities and Indexed Universal Life), and final expense insurance through partnerships with more than 20 carriers including Mutual of Omaha, Transamerica, Athene, John Hancock, Corebridge Financial, Ameritas, and Aetna CVS Health. Equis's primary end-customer is middle-income American families seeking financial protection, with independent agents serving as the distribution channel.
The Equis platform rests on a proprietary technology stack provided to agents free of charge. IntegrityCONNECT enables agents to quote and apply for life, health, and (as of 2025) Fixed Indexed Annuities and Multi-Year Guaranteed Annuities through industry-leading underwriting with short, precise questions. LeadCENTER supplies agents with compliant, high-quality leads that eliminate cold calling. The Equis Agent Dashboard delivers real-time KPIs, placement rates, persistency, debt management, team performance, cross-network leaderboards, and bonus qualification insights. A dedicated Training Center provides hundreds of videos, scripts, learning modules, and step-by-step guides for both new and veteran agents.
Equis operates on a commission-based revenue model in which agents are independent contractors (1099) earning average commissions of $700-$1,000 per policy plus performance bonuses (Producer Bonus up to $5,000/month, Builder Bonus up to $50,000/month, Gold Standard Bonus of $2,500, and a 120% monthly production multiplier for agents, 140% every two months for agency managers). There are no membership or contract promotion fees. The company maintains 18 regional field offices across nine states and runs the multi-city Gold Standard Tour, Winter Leadership Retreat, and weekly coaching calls as community and training infrastructure. In May 2020, Equis was acquired by Integrity Marketing Group, one of the largest independent insurtech marketing organizations in the United States, which provides the underlying technology and carrier relationships.
Equis Financial firmographics
Firmographics- Name
- Equis Financial
- Legal name
- Equis Financial Inc.
- Website
- https://equisfinancial.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Equis Financial is an insurance marketing organization that enables independent agents to sell life insurance, annuities, mortgage protection, and retirement products from 20+ carriers to middle-income American families across all 50 states, operating as a subsidiary of Integrity Marketing Group since May 2020.
- Ownership category
- akta.pro rank
Where Equis Financial is headquartered
LocationHeadquarters
- HQ city
- Asheville
- HQ country
- United States
- HQ region
- North America
Offices17 records
Markets served
Equis Financial business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Commission from Insurance Products: Agents earn commissions through carrier partners on products sold including life insurance, mortgage protection, living benefits, retirement solutions (annuities, IUL), final expense, and debt elimination products. Average policy payout ranges from $700-$1,000 in commission. Commission-only compensation model.
- Agent Performance Bonuses: Monthly bonus program with three tiers: Producer Bonus up to $5,000/month for personal production; Builder Bonus up to $50,000/month for agency building and team leadership; Gold Standard Bonus of $2,500 for elite performance levels. Agents can earn up to 120% compensation multiplier monthly; agency managers up to 140% every two months.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Commission-based compensation with no base salary |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels10 records
Equis Financial product offering
Product offeringCore offering
Equis Financial is an insurance marketing organization that recruits and supports independent insurance agents and agency builders to sell life insurance, mortgage protection, living benefits, debt elimination, retirement solutions, and final expense products from 20+ carrier partners. The company equips agents with free proprietary technology (IntegrityCONNECT quoting platform, Equis Agent Dashboard, LeadCENTER lead system, and Training Center), step-by-step sales training, ongoing mentorship, and a commission-and-bonus compensation structure.
Product overview
Equis Financial is a platform for independent insurance agents and agency builders, offering a portfolio of insurance products including Life Insurance, Mortgage Protection, Living Benefits, Debt Elimination, Retirement Solutions (annuities and IUL), and Final Expense insurance. The company provides these products through partnerships with 20+ insurance carriers. Supporting the product portfolio is a technology stack including the proprietary Training Center for agent education, the Equis Agent Dashboard for business management and KPI tracking, IntegrityCONNECT for quoting and underwriting, and LeadCENTER for lead generation — all provided to agents free of charge as part of the Equis platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Life Insurance Term and permanent life insurance policies designed to provide financial protection for families, paying a benefit upon the insured's death. Sold by Equis independent agents to middle-income American families through multiple carrier partners.
- Mortgage Protection
- Living Benefits
- Debt Elimination
- Retirement Solutions Retirement planning products including annuities and Indexed Universal Life (IUL) insurance, offering accumulation potential and guaranteed income during retirement. Fixed Indexed Annuities (FIA) and Multi-Year Guaranteed Annuities (MYGA) were added to IntegrityCONNECT in 2025.
- Final Expense
Quantifiable outcome
- Agents can earn up to 120% compensation multiplier monthly based on production
- +3 more outcomes
Companies that use Equis Financial
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Equis Financial technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Equis Financial partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered minor and core.
- XCEL SolutionsminorPre-licensing education partner providing online courses to help agents pass their state insurance licensing exams. Equis offers discounted rates on XCEL pre-licensing courses.
- Mutual of OmahacoreInsurance carrier partner providing life and health insurance products through Equis agent network
- GPM LifecoreInsurance carrier partner providing life insurance products through Equis agent network
- ForesterscoreInsurance carrier partner providing life insurance products through Equis agent network
- Aetna CVS HealthcoreHealth insurance carrier partner providing products through Equis agent network
- AmericocoreInsurance carrier partner providing life insurance products through Equis agent network
- Ethos LifecoreInsurance carrier partner providing life insurance products through Equis agent network
- TransamericacoreInsurance carrier partner providing life and retirement products through Equis agent network
- AmeritascoreInsurance carrier partner providing life and retirement products through Equis agent network
- AthenecoreAnnuity carrier partner providing retirement products through Equis agent network
- National Life GroupcoreInsurance carrier partner providing life and annuity products through Equis agent network
- American EquitycoreAnnuity carrier partner providing retirement products through Equis agent network
- Gerber LifecoreInsurance carrier partner providing life insurance products through Equis agent network
- Western & Southern LifecoreInsurance carrier partner providing life insurance products through Equis agent network (includes Columbus Life and Lafayette Life divisions)
- FG LifecoreInsurance carrier partner providing life insurance products through Equis agent network
- Corebridge FinancialcoreInsurance carrier partner providing life and retirement products through Equis agent network
- Oxford LifecoreInsurance carrier partner providing life and annuity products through Equis agent network
- North American CompanycoreInsurance carrier partner providing life and annuity products through Equis agent network
- John HancockcoreInsurance carrier partner providing life insurance products through Equis agent network
- Royal Neighbors of AmericacoreInsurance carrier partner providing life insurance products through Equis agent network
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Equis Financial competitors and assessment
Company assessmentMarket position
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Equis Financial social profiles
Digital presenceEquis Financial financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equis Financial leadership team
Management profileNumber of profiles
Profiles4 records
Equis Financial funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equis Financial 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 Equis Financial
What does Equis Financial do?
Equis Financial is an insurance marketing organization that recruits and supports independent insurance agents and agency builders to sell life insurance, mortgage protection, living benefits, debt elimination, retirement solutions, and final expense products from 20+ carrier partners. The company equips agents with free proprietary technology (IntegrityCONNECT quoting platform, Equis Agent Dashboard, LeadCENTER lead system, and Training Center), step-by-step sales training, ongoing mentorship, and a commission-and-bonus compensation structure.
Is Equis Financial a public or private company?
Equis Financial is a private company. It is classified as corporate owned and is currently operating.
When was Equis Financial founded?
Equis Financial was founded in 2015. It employs 251 to 500 people.
Where is Equis Financial based?
Equis Financial is headquartered in Asheville, United States, in the North America region.
How does Equis Financial make money?
Two revenue lines are on record. Commission from Insurance Products are the primary driver. The others are agent Performance Bonuses.
Does Equis Financial have an API?
No public API is recorded for Equis Financial.