AGIA Affinity Services

What AGIA Affinity Services does

AGIA Affinity Services, founded in 1956 by James Wigle, is a third-party administrator and affinity insurance marketer that designs, distributes, and administers insurance and lifestyle benefit programs on behalf of member-based organizations. The company serves more than 100 partner organizations reaching over 30 million individual members, offering group and individual products including life, disability, hospital income, dental, vision, and pet insurance, alongside lifestyle benefits such as EA+, ID Resolve, and DeviceGuard.

Its operating stack combines proprietary on-bill upgrade software, AI-driven marketing technology, and data modeling and segmentation tools to drive member engagement, cross-sell, and program growth. AGIA operates a fee-based business model, earning administrative fees, marketing fees, and royalties on underwritten policies administered through carrier partnerships, with pricing driven by per-member economics.

The company is a subsidiary in the DOXA Insurance portfolio, which is backed by Goldman Sachs's private equity arm, and operates from Carpinteria/Oxnard, California and Scottsdale, Arizona with 251–500 employees. It also owns and operates Call A Doctor Plus (CADP), a telemedicine subsidiary extending its lifestyle benefits footprint into healthcare access.

Name

AGIA Affinity Services

Legal name

A.G.I.A., Inc.

Website

https://agia.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

251–500 employees

Short description

AGIA Affinity Services is a third-party insurance administrator and affinity marketer founded in 1956, serving 100+ partner organizations and 30 million members with group, individual, and lifestyle benefits under Goldman Sachs-backed DOXA Insurance.

Ownership category

akta.pro rank

Product category

Insurance Third Party Administration and Affinity Marketing

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Ancillary Benefits TPA (Dental/Vision/Life/Accident/Critical Illness) (HLAEALAN)

akta.pro secondary industries

Compliance, Reporting & Regulatory Administration (ERISA/ACA/No Surprises) (HLAEALAJ), Association & PEO Group Health Plans (AHP/PEO-Sponsored) (FSAIAFAH)

Keywords

• Insurance program administration
• Third party administration
• Affinity marketing services
• Benefit program management
• Group insurance marketing

Headquarters

HQ city

Carpinteria

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Program Administration: AGIA serves as a Third Party Administrator (TPA) for insurance benefit programs, managing policy administration, claims processing, and premium billing for affinity groups and employers. Revenue is generated through administrative fees, per-member charges, and royalties from insurance carriers.
2. Affinity Marketing Services: Marketing and distribution services for insurance and non-insurance products to affinity group members. Revenue derived from marketing fees, lead generation commissions, and performance-based compensation tied to program participation growth.
3. Lifestyle/Non-Insurance Products: Sale and administration of non-insurance products including Emergency Assistance Plus (travel assistance), ID Resolve (identity theft protection), and DeviceGuard (device protection). These products offer recurring subscription revenue with reduced compliance overhead compared to insurance products.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

AGIA Affinity Services develops, markets, and administers insurance and non-insurance benefit programs on behalf of affinity organizations and employers. As a Third Party Administrator (TPA), the company manages policy administration, premium billing, claims support, and customer service for products including term life, disability, hospital income, dental and vision, pet insurance, travel assistance (Emergency Assistance Plus), identity theft protection (ID Resolve), and device protection (DeviceGuard). Leveraging proprietary AI-driven marketing technology and on-bill upgrade software, AGIA drives member engagement and incremental revenue for partner organizations.

Product overview

AGIA Affinity Services offers a comprehensive suite of insurance and non-insurance benefit programs designed for affinity groups, associations, and employers. The company's product portfolio is organized into three main solution categories: Affinity Solutions (full-service program management, product design, administration, and customer service with AI-driven marketing), Employer Solutions (traditional benefits like dental, vision, disability plus emerging benefits like pet insurance and discount platforms), and Lifestyle Solutions (non-insurance products including Emergency Assistance Plus, ID Resolve/DI Resolve 360, and DeviceGuard). AGIA also administers various insurance products including Term Life, Senior Term Life, Disability, and Hospital Income Insurance. The company leverages proprietary technology including on-bill upgrade software for member upgrades and uses AI-driven technology for customized marketing and customer segmentation.

Differentiator

Problem solved

Functional benefit

Brands

• Emergency Assistance Plus (EA+): Annual membership providing travel assistance protection to members
• ID Resolve and ID Resolve 360
• DeviceGuard

Products and services

• Emergency Assistance Plus (EA+) Annual membership product providing travel assistance protection to members through affinity and employer channels, having served over two million members and helping them save millions of dollars.
• ID Resolve / ID Resolve 360 Identity theft protection services that help prevent identity theft and assist members with resolution, money recovery, and credit repair if a crime occurs.
• DeviceGuard Comprehensive device protection solution for repair or replacement, including a troubleshooting hotline and 24/7 claims service.
• Term Life Insurance Group term life insurance program marketed and administered on behalf of affinity groups and associations.
• Senior Term Life Insurance Term life insurance product tailored to specific age demographics, introduced as part of program revitalization strategies for affinity partners.
• Disability Insurance Insurance coverage including short-term and long-term disability options offered through employer and affinity solutions.
• Hospital Income Insurance Hospital income insurance product with historically low benefit amounts, targeted for on-bill upgrade programs.
• Dental and Vision Benefits Traditional employee benefits including dental and vision coverage offered through employer solutions.
• Pet Insurance Emerging employee benefit option offered as part of AGIA's robust set of insurance and non-insurance offerings.
• Discount Purchasing Platform Discount purchasing platform offered as an emerging employee benefit expectation.
• Call A Doctor Plus (CADP) Wholly-owned subsidiary providing doctor consultation and telemedicine services.

Quantifiable outcome

• 150% growth in program participation for revitalized life insurance program
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Forrest T. Jones & Company: Specialty insurance broker and program administrator focused on affinity groups, associations, and employer group benefits. Operates with the same third-party-administration-plus-mass-marketing model as AGIA, serving similar association and employer channels nationwide.
• Haylor, Freyer & Coon: Specialty insurance broker and benefits administrator with a strong affinity and association group focus, particularly in education, government, and affinity markets. Comparable to AGIA in administering group life, disability, and supplemental benefits for affinity partners.
• NFP (an Aon company): Large specialty insurance brokerage and benefits administration firm serving affinity groups, employers, and individuals with property/casualty, life, and group benefits. Recently acquired by Aon, it shares AGIA's combined broker + program administrator + affinity channel model.
• K2 Insurance Services: Specialty insurance program administrator operating affinity, professional liability, and niche lines through partnerships. Direct comparison to AGIA's model of designing, marketing, and administering specialty insurance programs on behalf of affinity groups and partners.
• USI Insurance Services: Large national insurance brokerage and benefits consulting firm managing property/casualty, group benefits, and retirement plans, with significant affinity and association practice lines. Comparable to AGIA in working with associations and employers to market and administer tailored benefit programs.
• Alliant Insurance Services: National specialty insurance brokerage serving mid-to-large employer clients with group benefits, affinity programs, and risk management. Similar market positioning to AGIA in combining consulting, broker, and program-administration services for affinity and employer channels.

Broad incumbents

• Mercer (Marsh McLennan): Global HR and benefits consulting firm offering actuarial, benefits administration, and affinity solutions through Marsh McLennan. Competes with AGIA in administering employer and association group benefits, though at much larger scale and with broader consulting depth.
• WTW (Willis Towers Watson): Global advisory, brokerage, and benefits administration firm serving large employers with group benefits, talent, and risk solutions. Overlaps with AGIA in the benefits administration and affinity group space at materially larger scale.
• Unum Group: Leading U.S. provider of group disability, life, and supplemental insurance products sold through employer and affinity channels. Overlaps with AGIA's life, disability, and hospital income product lines, though Unum operates as an insurer, not a pure TPA/marketer.
• AFLAC: Major U.S. supplemental insurance carrier distributing accident, cancer, and life products through affinity, employer, and payroll channels. Comparable to AGIA in selling voluntary benefits via affinity and employer relationships, though AFLAC underwrites risk directly while AGIA primarily administers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 AGIA Affinity Services