MAF Companies

Name

MAF Companies

Legal name

MAF Companies Inc.

Website

https://mafcompanies.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MAF Companies is a privately held insurance marketing organization (IMO) based in Oak Brook, Illinois, that aggregates and distributes life, annuity, disability, long-term care, and health insurance products from multiple carriers to a network of contracted licensed agents and broker-dealers serving high-net-worth individuals and business owners.

Ownership category

akta.pro rank

Product category

Insurance Distribution and Financial Services

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Insurance distribution
• Life insurance products
• Financial planning services
• Annuity products
• Insurance marketing organization

Headquarters

HQ city

Oak Brook

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Product Distribution: MAF Companies generates revenue by distributing life insurance, annuity, disability, and health insurance products through contracted agents and broker-dealers. The company earns commissions from insurance carriers on placed business, with compensation structures that may include flattened commission structures following Department of Labor regulations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

MAF Companies is an insurance marketing organization (IMO) and financial services company that aggregates and distributes life insurance, annuity, disability, health, and long-term care products from leading carriers through a network of contracted insurance agents and broker-dealers. The company also offers specialized financial strategies (Life Income Strategy, 401k SAFE, MERP, ECLAT), premium financing, succession planning, executive compensation, and retirement plan solutions to agents serving both individual and business clients.

Product overview

MAF Companies is an insurance marketing organization (IMO) and financial services company offering a comprehensive portfolio of insurance and financial products through a network of contracted agents. The offering is organized as a platform-plus-modules architecture with core product categories spanning individual solutions (Life Income Strategy, life insurance, annuities, retirement accounts, estate planning, structured settlements, premium financing) and business solutions (401k SAFE, executive compensation, MERP, bank-owned life insurance, retirement plans, succession planning). The company also provides specialized microsites (Living Benefits, Policy Review, Health & Wealth, Cash Accumulation, Business Insurance) that serve as targeted educational and sales resources for specific product categories. Additional services include underwriting resources (XRAE), business valuation tools, and partner integrations (NIPR, WinFlex Web, Assurity, WebCE) that support the agent sales workflow.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Income Strategy (LIS) An incentive compensation program and after-tax, tax-free retirement income strategy using life insurance as a funding vehicle. Can serve as an alternative to deferred compensation with corporate tax deduction and no Sec. 409A compliance requirements. Distributed via contracted agents.
• 401k SAFE A 401(k) plan outsourcing solution that transfers fiduciary, compliance, and administrative burden to MAF Companies, allowing employers to mitigate risks associated with non-profit generating functions.
• Medical Expense Reimbursement Plan (MERP) A business health benefit strategy that saves on average 20-30% of medical premiums by providing tax-advantaged reimbursement to employees.
• Enhanced Charitable Lead Annuity Trust (ECLAT) A wealth transfer and charitable giving strategy that combines tax reduction benefits with charitable objectives in one integrated plan.
• Term Life Insurance Level premium life insurance for 10, 15, 20, or 30 year terms with optional riders including disability waiver of premium, return of premium, and child riders.
• Permanent Life Insurance Whole life and universal life insurance products with cash value accumulation and guaranteed death benefits.
• Long-Term Care Insurance Insurance coverage for extended care needs, available as standalone policy or as hybrid riders attached to life insurance policies.
• Disability Insurance Income protection insurance providing benefits in the event of disability, protecting earning capacity.
• Annuity Products Insurance products providing regular income payments, typically used for retirement income planning.
• Premium Financing Financing solution for individuals and businesses to fund life insurance premiums, enabling policy ownership while managing cash flow.
• Executive Compensation Total compensation and benefits strategy for executives, integrating cash, equity, and executive benefits into a unified rewards program.
• Bank-Owned Life Insurance (BOLI) Life insurance coverage held by financial institutions to hedge against employee benefit plan liabilities and offset insurance costs.
• Succession Planning Business continuation planning including Buy-Sell Agreement funding and business valuation services.
• Split Dollar Plans Arrangement where employer and employee share premium payments and policy benefits, often used for executive compensation.
• Retirement Plans Qualified retirement plan solutions including pension plans, profit-sharing plans, 401(k) plans, and Simplified Employee Pensions (SEP).
• Fixed Traditional IRAs & Roth IRAs Individual retirement account solutions providing tax-advantaged retirement savings with fixed interest options.
• Estate, Taxes & Retirement Planning Integrated planning services addressing estate distribution, tax obligations, and retirement income needs.
• Structured Settlements Periodic payment arrangements for settlements, often used in personal injury or workers compensation cases.

Quantifiable outcome

• Medical Expense Reimbursement Plan (MERP) saves 20-30% of medical premiums on average
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• AimcoR GroupcoreStrategic or Co-development PartnerAimcoR Group is the parent organization of MAF Companies. Multiple microsites and resources reference aimcorgroup.com, suggesting a closely integrated strategic relationship between the entities for product development and distribution.
• SparDataminorImplementation/ SI/ Consulting PartnerSparData provides business valuation services in conjunction with MAF Companies for purposes of Buy-Sell or succession planning. Agents are referred to SparData for evaluating clients' net worth.
• NAILBAcoreStrategic or Co-development PartnerNational Association of Independent Life Brokerage Agencies - MAF Companies maintains active participation in NAILBA, with Brad Gordon quoted in publications and MAF leadership featured in NAILBA Perspectives magazine.
• Executive Compensation ConsultantsminorStrategic or Co-development PartnerMAF Companies works in concert with leading executive compensation consultants to help develop integrated total compensation and benefits strategies for corporate clients.

Recent moves6 records

Expansion highlights4 records

Direct peers

• AIMCOR Group: Parent organization of MAF Companies and a closely integrated insurance marketing organization (IMO) that aggregates life insurance and financial products for independent agents. Operates essentially the same B2B distribution model with shared microsites and resources.
• Creative One: Independent life insurance and annuity brokerage general agency serving contracted agents with multi-carrier access, quoting tools, and case design support — a direct functional analog to MAF.
• Senior Market Sales: Insurance marketing organization focused on life, health, and retirement products distributed through independent agents. Comparable distribution model, agent support technology, and carrier aggregation.
• Cetera Financial Group: Independent broker-dealer and insurance marketing organization distributing life insurance, annuities, and wealth solutions through affiliated financial professionals. Comparable agent-servicing model and integrated financial planning positioning.

Broad incumbents

• Crump Life Insurance Services: One of the largest U.S. life insurance wholesalers/IMOs, distributing life, annuity, and disability products through independent advisors. Comparable in business model and target customer (independent agents) but materially larger in scale.
• Transamerica: Major U.S. life insurance, annuity, and retirement carrier and an active MAF distribution partner. A broad incumbent whose product suite overlaps significantly with MAF's distributed offerings.
• Lincoln Financial Group: Large life insurance, annuity, and retirement plan provider with independent advisor distribution. Direct carrier partner to MAF and a competitor for the same agent-driven placement of life and annuity products.
• MassMutual: Major mutual life insurance carrier with extensive independent agent distribution. Overlaps with MAF in life insurance, disability, retirement, and executive benefit products but operates as a carrier rather than an IMO.
• Prudential Financial: Large diversified life insurer and retirement provider with institutional and individual distribution channels. Comparable in product breadth but materially larger and vertically integrated as a carrier.
• VOYA Financial: U.S. life insurance, annuity, and retirement plan provider with advisor and broker-dealer distribution. Listed as a MAF carrier partner and competes for the same executive benefits and retirement plan business.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 MAF Companies