United Brokerage Services

What United Brokerage Services does

United Brokerage Services, Inc. (UBSi) is an independently owned, private financial services firm headquartered in Minneapolis, Minnesota, established in 1991. The firm operates as a sales and marketing intermediary, representing 30+ insurance carriers and channeling securities and advisory business through affiliated broker/dealer Lincoln Investment (FINRA member, registered in all 50 states) and SEC-registered investment adviser Capital Analysts. UBSi serves two parallel customer sets: individual investors seeking retirement, estate, and wealth-transfer planning, and financial professionals needing case design, product selection, and sales-strategy support. The company's product shelf spans deferred, bonus, death benefit, income, fixed index, immediate, owner-driven, and gift annuities; universal, whole, term, indexed, and inheritance life insurance; Medicare programs and long-term care alternatives; and securities products including asset-managed programs, variable annuities, mutual funds, fixed income, and 529 plans.

Revenue is generated through two commission-based streams: insurance product commissions and securities/advisory fees (transaction-based and RIA fees respectively). The firm runs a sales-led go-to-market, using its independent status to provide advisors and clients access to suitable products across carriers without captive distribution conflicts. The firm is supported by static web-based financial calculators and educational content; there is no proprietary technology platform, no app, and no API or integration ecosystem documented in the source material. Marketing is limited to a website with contact forms and an article/news hub.

Leadership comprises two named senior professionals with multi-decade industry experience (Mary Beseke, CFP®; Rachelle Nelko), both recognized repeatedly on the Five Star Wealth Manager award (2012-2026 and 2014-2026 respectively). The firm is a founder/management-owned private entity with no disclosed institutional investors, parent company, subsidiaries, or M&A history.

Name

United Brokerage Services

Legal name

United Brokerage Services, Inc.

Website

https://unitedbrokerageservices.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

United Brokerage Services (UBSi) is an independent Minneapolis-based financial intermediary, founded in 1991, representing 30+ insurance carriers and channeling securities and advisory through Lincoln Investment and Capital Analysts to individual investors and financial professionals across the United States.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Financial Advisory Services

NAICS

Insurance Agencies and Brokerages (52421), Portfolio Management and Investment Advice (523940), Securities and Commodity Contracts Intermediation and Brokerage (5231)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Full-Service Brokerage (Wirehouse/Universal) (FSAEACAA)

Keywords

• Insurance brokerage services
• Annuity products
• Financial planning services
• Wealth management solutions
• Advisor sales support

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Product Commissions: United Brokerage Services generates revenue through commissions on insurance products including deferred annuities, bonus deferred annuities, death benefit annuities, income annuities, fixed index annuities, immediate annuities, and various life insurance products. The company represents 30+ insurance carriers offering a wide variety of insurance products.
2. Securities and Investment Advisory Services: Securities are offered through Lincoln Investment (broker/dealer) and advisory services through Capital Analysts and Lincoln Investment (Registered Investment Advisers). Revenue includes fees for asset managed programs, variable annuities, mutual funds, fixed income securities, and 529 plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

United Brokerage Services operates as an independently owned sales and marketing organization that represents 30+ insurance carriers to deliver wealth creation, management, and protection solutions. The company provides both client-facing financial planning services and back-office sales support to financial professionals, offering annuities, life insurance, Medicare programs, long term care alternatives, mutual funds, fixed income securities, and 529 plans through affiliated broker/dealer Lincoln Investment and RIA Capital Analysts.

Product overview

United Brokerage Services (UBSi) is an independently owned financial services organization established in 1991 that operates as a sales and marketing organization representing 30+ insurance carriers. The company offers a comprehensive portfolio of annuity products (myg deferred annuities, bonus deferred annuities, death benefit annuities, income annuities, fixed index annuities, immediate annuities, owner driven annuities, and gift annuities) alongside insurance solutions including Medicare programs, long term care insurance alternatives, and various life insurance products (universal, whole, term, indexed, and inheritance life insurance). Securities products including asset managed programs, variable annuities, mutual funds, fixed income securities, and 529 plans are offered through affiliated partner Lincoln Investment. The company provides a three-phase financial planning approach: assess and analyze, implement and execute, and monitor and track financial plans, supported by self-service financial planning calculators.

Differentiator

Problem solved

Functional benefit

Products and services

• Deferred Annuities

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Lincoln InvestmentcoreChannel Partner/ Reseller/ DistributorLincoln Investment is a registered broker/dealer (Member FINRA/SIPC) in all 50 states through which securities products are offered. Advisory services are also offered through Lincoln Investment as Registered Investment Advisers.
• Capital AnalystscoreChannel Partner/ Reseller/ DistributorCapital Analysts is a registered investment adviser with the U.S. Securities and Exchange Commission. Advisory services are offered through Capital Analysts Registered Investment Advisers.
• 30+ Insurance CarrierscoreChannel Partner/ Reseller/ DistributorUnited Brokerage Services represents 30+ insurance carriers that offer a wide variety of insurance products including deferred annuities, life insurance, long term care alternatives, and other financial products.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Senior Market Sales: One of the largest independent insurance marketing organizations in the U.S., Senior Market Sales represents multiple top-rated insurance carriers and supports independent financial professionals with case design, product access, and sales strategy. Directly comparable to UBSi's IMO/distribution-support model with similar multi-carrier annuity and life insurance focus.
• Cambridge Investment Research: Independent broker-dealer supporting thousands of financial advisors with securities, advisory, insurance, and retirement planning services through a partnership-driven model. Comparable to UBSi in supporting independent financial professionals with both investment and insurance product access.
• Lincoln Investment: Registered broker-dealer (FINRA/SIPC) in all 50 states and Registered Investment Adviser through which UBSi offers securities and advisory services. Comparable as the platform partner that mirrors the type of services UBSi ultimately delivers to its clients, including asset-managed programs, mutual funds, and variable annuities.
• Park Avenue Securities: Broker-dealer subsidiary of Guardian Life that supports financial advisors with both securities and insurance product access, including annuities and life insurance. Comparable to UBSi in combining insurance product distribution with full-service brokerage offerings for independent professionals.
• Kestra Financial: Independent broker-dealer and RIA platform serving financial professionals with comprehensive securities, advisory, and insurance solutions. Comparable to UBSi in supporting independent advisors through a partnership-driven platform model with insurance product access.

Broad incumbents

• Cetera Financial Group: Large multi-channel independent broker-dealer network (formed via HD Vest, Primevest, and other BDs) that serves thousands of financial professionals with full-service wealth management, insurance, and advisory offerings. Comparable to UBSi as a scaled independent channel offering similar insurance-plus-securities capabilities at much greater scale.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting a national network of financial advisors with securities, advisory, and insurance product access. Highly relevant as the dominant scaled competitor to small IMOs and boutique broker-dealers like UBSi in serving independent financial professionals.
• Osaic (formerly Advisor Group): Large independent broker-dealer network (rebranded from Advisor Group in 2023) supporting thousands of financial professionals with wealth management, insurance, and retirement planning services. Comparable to UBSi as a consolidator in the independent advisor space with insurance product distribution at scale.
• Commonwealth Financial Network: Large privately held independent broker-dealer/RIA supporting financial advisors nationwide with comprehensive wealth management, retirement, and insurance solutions. Comparable to UBSi in combining advisory, securities, and insurance offerings through an advisor-support distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/UBSi1990
• LinkedInlinkedin.com/company/united-brokerage-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 United Brokerage Services