policyline

What policyline does

Policyline Insurance Solutions is a privately held, independent insurance brokerage based in Cornelius, North Carolina, founded in 2003 by Geoff Ricks (originally as Piedmont Benefits Group, Inc.). The firm acts as a multi-carrier broker distributing group health, dental, vision, disability, long-term care, and life insurance products on behalf of Aetna, Blue Cross Blue Shield of North Carolina, Cigna, Humana, and UnitedHealthcare, alongside a Medicare Solutions sub-brand authorized to sell Blue Cross NC Medicare products. It serves three customer segments — small-to-mid-sized employers in North Carolina, Medicare beneficiaries (primarily in the Charlotte metro), and under-65 individuals — with a sales-led model that combines face-to-face and phone-based licensed-agent consultations with a self-serve online portal.

The firm's technology layer consists of the Employee Navigator platform (accessed at policyline.employeenavigator.com), which provides clients with online benefits enrollment, open enrollment management, employee onboarding, PTO tracking, ACA compliance monitoring, and Form 1094-C/1095-C filing support. This portal is offered at no additional charge to clients using Policyline's brokerage services. The firm additionally provides a standalone compliance services practice covering FMLA, COBRA, ERISA plan documents, Section 125 administration, 5500 preparation, Employer Shared Responsibility calculations, and PCORI fees.

Revenue is generated primarily through insurance carrier commissions on group health, ancillary, Medicare, and individual product placements and renewals, supplemented by fees for ACA filing services and compliance work. The firm is founder-owned, with no disclosed external investors or parent company, and operates with a small team (11-50 employees) across a single state. The website copyright extends to 2026, indicating active ongoing operations.

Name

policyline

Legal name

Policyline Insurance

Website

https://policyline.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Policyline Insurance Solutions is an independent, multi-carrier insurance brokerage in Cornelius, NC that distributes group health, Medicare, and individual insurance products from Aetna, BCBSNC, Cigna, Humana, and UnitedHealthcare to small-to-mid-sized employers, Medicare beneficiaries, and individuals across North Carolina.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

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

akta.pro primary industry

Small Group Health Insurance (2–50/100) (FSAIAFAD)

akta.pro secondary industries

Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH), Individual Health Insurance Brokerage & Distribution (FSAIAEAL), Medigap Marketing, Lead Gen & Compliance (CMS/Do-Not-Call/TPMO) (HLAEADAE), Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD), Traditional Long-Term Care (LTC) Insurance (FSAIAJAA)

Keywords

• Employee benefits brokerage
• Group health insurance
• Medicare Advantage plans
• Individual health insurance
• Benefits administration

Headquarters

HQ city

Cornelius

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions: As an independent insurance broker/agency, Policyline earns commissions from insurance carriers for placing group health, ancillary, Medicare, and individual insurance products with clients. Commission revenue is earned on successful policy placements and renewals.
2. Technology Platform Access: Technology platform access is provided at no charge to clients as part of the benefits management service relationship, with an additional charge for Form 1094-C and 1095-C filings.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Policyline Insurance Solutions is an independent insurance brokerage that sells and services group health, individual health, Medicare Advantage, Medicare Supplement, Part D prescription drug, dental, vision, disability income, and long-term care insurance policies for small to mid-sized employers and individuals across North Carolina. Licensed agents consult clients, place coverage with multiple national carriers (Aetna, Blue Cross NC, Cigna, Humana, United Healthcare), and bundle the relationship with a no-charge online benefits management platform and optional compliance services such as ACA filings, FMLA, COBRA, and ERISA documentation.

Product overview

Policyline Insurance Solutions is a locally owned independent insurance brokerage and employee benefits firm based in Cornelius, NC. It was founded in 2003 (originally as Piedmont Benefits Group, Inc.) and operates primarily as a service-based agency rather than a software product company. Its core offering is a portfolio of insurance products — Group Health Insurance, Individual Health Insurance (including marketplace/exchange plans), Medicare Advantage Plans, Medicare Supplements, Prescription Drug Plans, Dental Insurance, Vision Insurance, Disability Income Insurance, and Long Term Care Insurance — distributed in partnership with major national carriers (Aetna, Blue Cross NC, Cigna, Humana, United Healthcare) and offered alongside compliance and consulting services. The firm also provides a proprietary Online Benefits Management System for employee onboarding, benefits enrollment, open enrollment, ACA tracking, PTO management, and employee record-keeping, which is bundled at no additional cost for clients using its benefit management services. Voluntary Benefits and Wellness Programs round out the add-on service offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Policyline Medicare Solutions: An independent authorized agent/agency licensed to sell and promote products from Blue Cross and Blue Shield of North Carolina.

Products and services

• Group Health Insurance Group health insurance brokerage for small to mid-sized North Carolina employers, offered in partnership with major national carriers including Aetna, Blue Cross NC, Cigna, Humana, and United Healthcare. Includes plan design, placement, and ongoing renewals.
• Individual Health Insurance Individual health insurance plans including marketplace/exchange plans and off-exchange policies with coverage for pre-existing conditions and government-subsidized premium options, available to North Carolina individuals under 65.
• Medicare Advantage Plans Medicare Part C Advantage plans sold in partnership with Blue Cross and Blue Shield of North Carolina through the Policyline Medicare Solutions independent agency for Medicare-eligible individuals in North Carolina.
• Medicare Supplements Medicare Supplement (Medigap) plans designed to fill gaps in Original Medicare coverage, offered through the Policyline Medicare Solutions independent agency.
• Prescription Drug Plans Medicare Part D prescription drug plans available to North Carolina individuals to help cover medication costs.
• Dental Insurance Individual dental plans underwritten by BlueCross BlueShield of North Carolina, providing access to any licensed NC dentist with in-network savings, including preventive care with no deductible.
• Vision Insurance Vision insurance plans providing discounts on frames, eye exams, glasses tinting, and contacts, accessible through VSP.
• Disability Income Insurance Disability insurance policies covering short-term and long-term income replacement, available as group employer plans or supplemental individual coverage, targeting 60-70% salary replacement.
• Long Term Care Insurance Long-term care insurance coverage for individuals, helping protect against the cost of extended care services.
• Online Benefits Management System Cloud-based online system for managing employee benefits including enrollment, ACA tracking, employee onboarding, benefits communication, open enrollment, PTO tracking, and employee management, provided at no charge to clients who use Policyline's benefits management services.
• Compliance Services ACA compliance services including Form 1094-C and 1095-C filings, 5500 preparation, FMLA administration, COBRA compliance, Section 125 plan documents, Employer Shared Responsibility calculations, PCORI fees, and ERISA plan documents.

Quantifiable outcome

• Over 13 years of experience in employee benefits market
• +2 more outcomes

Named customers3 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

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Blue Cross Blue Shield of North Carolina (Blue Cross NC)coreChannel Partner/ Reseller/ DistributorPolicyline Medicare Solutions is an independent authorized agent/agency licensed to sell and promote products from Blue Cross and Blue Shield of North Carolina. Blue Cross NC is an independent licensee of the Blue Cross and Blue Shield Association.
• AetnacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner offering health insurance products through Policyline's broker services.
• CignacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner offering health insurance products through Policyline's broker services.
• HumanacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner offering health insurance and Medicare products through Policyline's broker services.
• UnitedHealthcarecoreChannel Partner/ Reseller/ DistributorInsurance carrier partner offering health insurance products through Policyline's broker services. Geoff Ricks previously worked at UHC before founding Policyline.
• Employee NavigatorcoreTechnology or IntegrationTechnology platform partner providing the online portal (policyline.employeenavigator.com) used for employee benefits management, enrollment, and administration.
• VSP (Vision Service Plan)minorChannel Partner/ Reseller/ DistributorVSP partner providing vision insurance enrollment capabilities through their platform, with Policyline agent code VSP14597.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• GoHealth: Medicare-focused insurance distribution platform with proprietary technology and large-scale telesales operation. Comparable Medicare distribution line and carrier relationships, but with national scale and technology-first GTM.
• eHealth: Online health insurance marketplace distributing individual, Medicare, and small-group plans. Comparable in product mix (individual + Medicare + small group) but competes via digital channels rather than licensed-agent relationships.
• SelectQuote: Direct-to-consumer Medicare distribution platform with significant paid-search and telesales infrastructure. Comparable on Medicare product line and carrier relationships, but opposite GTM (digital/national vs. local/relationship).

Direct peers

• OneDigital Health and Benefits: National independent employee benefits brokerage and consulting firm serving mid-market and small employers across group health, ancillary, and retirement. Most direct comparable in business model (multi-carrier independent broker) and customer segment (SMB/mid-market employer benefits).
• Burnham Benefits Insurance Services: Independent employee benefits brokerage focused on middle-market employers, providing group health, voluntary benefits, and benefits technology advisory. Closely comparable as a regionally rooted, technology-enabled independent benefits firm of similar scale.
• Leavitt Group: National network of independent insurance agencies offering employee benefits, property/casualty, and personal lines with a partnership/regional-office model. Highly comparable structure: independent broker serving SMB employers with multi-carrier relationships.

Broad incumbents

• USI Insurance Services: Top-10 U.S. insurance brokerage with a substantial employee benefits and HR consulting practice serving mid-market employers nationwide. Comparable offering (multi-carrier benefits brokerage plus consulting) but at much larger scale.
• Marsh McLennan Agency: Middle-market arm of Marsh McLennan providing employee benefits, risk management, and HR consulting. Comparable customer profile (SMB/mid-market employers seeking multi-carrier benefits advice), but at substantially larger scale.
• Brown & Brown, Inc. National insurance brokerage with significant employee benefits division serving mid-market employers. Comparable customer segment and product mix, with broader P&C capabilities and public-company scale.
• NFP (an Aon company): Large diversified insurance broker and consultant with strong employee benefits practice serving mid-market and large employers. Comparable business model and customer segment, but at significantly larger scale and broader product/asset footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/policyline
• Xx.com/policylineNC
• LinkedInlinkedin.com/company/policyline

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 policyline