Producers XL
Producers XL is a privately held insurance marketing organization and broker general agency founded in 1980, serving independent licensed agents across the central US with multi-carrier access, digital tools, and training across life, LTCi, annuity, disability, and Medicare products.
- Company typePrivate
- Founded1980
- HeadquartersSalina, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Producers XL does
Producers XL is an insurance marketing organization (IMO) and broker general agency (BGA) founded in 1980 and headquartered in Salina, Kansas, with additional offices in Denver, Colorado and Albuquerque, New Mexico. The company supports independent licensed insurance agents across the central United States (Midwest, Mountain West, Southwest) by acting as an intermediary between agents and multiple A-rated insurance carriers, providing carrier contracting, case design, underwriting advocacy, training, and digital tools across life insurance, long-term care insurance (LTCi), annuities, disability insurance, and Medicare products.
The company's technology platform comprises multiple integrated quote engines (Vive, Medicare Quote Engine, Term/UL, WinFlex), a Drop Ticket electronic application system for term life, and a CRM-integrated Medicare Search & Save platform featuring prescription tracking, Scope of Appointment storage, automated email workflows, and Personalized URL (PURL) lead-capture functionality. A content and education layer includes Medicare University, the Life Insurance Sales Academy, a bi-monthly Life Insurance Study Group, the monthly Persiflage podcast, a YouTube channel, and an email newsletter. Carriers represented include Mutual of Omaha, Mass Mutual, Principal Financial, Standard Insurance, Assurity, NGL (National General Holdings), AmFirst Insurance Company, and Peterson International Underwriters, with securities offered through The Leaders Group, Inc. (FINRA/SIPC member).
Producers XL generates revenue via commissions paid by insurance carriers on policies placed through its agent network. Agents register through the company's website with licensing verification (National Producer Number, State License), and a June 2026 strategic partnership with HawkSoft provides a distribution channel into HawkSoft's independent agency user base. Pricing is not publicly disclosed; the company operates without disclosed venture funding, parent company, or public listing.
Producers XL firmographics
Firmographics- Name
- Producers XL
- Legal name
- Producers XL
- Website
- https://producersxl.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Producers XL is a privately held insurance marketing organization and broker general agency founded in 1980, serving independent licensed agents across the central US with multi-carrier access, digital tools, and training across life, LTCi, annuity, disability, and Medicare products.
- Ownership category
- akta.pro rank
Where Producers XL is headquartered
LocationHeadquarters
- HQ city
- Salina
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Producers XL business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Product Distribution: Producers XL operates as a broker general agency (BGA) earning commissions from insurance carriers for placing insurance products. Revenue is generated through commissions on life insurance, long-term care insurance, annuities, disability insurance, Medicare products, and other insurance lines sold through their network of independent agents. The company offers products from multiple A-rated carriers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Producers XL product offering
Product offeringCore offering
Producers XL is an insurance marketing organization (IMO) and broker general agency (BGA) that supports independent insurance agents with access to multiple A-rated carriers across Life, Annuities, Medicare, Long-Term Care, Disability, and other insurance lines. The company provides case design teams, underwriting advocacy, contracting support, and digital quoting/CRM tools that enable agents to place, manage, and service insurance business across retirement, senior, and small-business markets.
Product overview
Producers XL is an insurance marketing organization and advisor support partner offering a comprehensive suite of tools and resources for independent insurance agents. The portfolio includes core product categories (Life, LTCi, Annuities, Disability, Medicare, Other Lines), multiple integrated quote engines (Vive, Medicare Quote Engine, Term/UL, WinFlex), the Medicare Search & Save CRM platform with built-in client management and automated email workflows, training programs including Medicare University and Life Insurance Sales Academy, and the monthly Producer's XL Persiflage podcast. The ecosystem is designed to reduce administrative friction for insurance agents while providing consultative support for life, long-term care, Medicare, and retirement planning products.
Differentiator
Problem solved
Functional benefit
Products and services
- Life Insurance Tools
Companies that use Producers XL
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles1 record
Producers XL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Producers XL partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and minor.
- HawkSoftcoreHawkSoft, a management systems provider for independent insurance agencies, announced a strategic partnership with Producers XL. The partnership enables HawkSoft agencies to access Producers XL's full support ecosystem including case design teams, underwriting advocacy, carrier relationships, and digital tools for life, long-term care, and Medicare insurance services. The collaboration aims to reduce administrative friction for insurance agents.
- The Leaders Group, Inc.coreSecurities offered through The Leaders Group, Inc., Member FINRA/SIPC, located at 26 W. Dry Creek Cir., Suite 800, Littleton, CO 80120. This partnership enables Producers XL to offer securities and investment products alongside insurance offerings.
- AmFirst Insurance CompanyflagshipIssuer of the VantagePoint MYGA (Multi-Year Guaranteed Annuity) offered through Producers XL. AmFirst carries an A- (Excellent) financial strength rating and provides the annuity platform integrated into Producers XL's digital distribution.
- Axonic CapitalflagshipPartner for the VantagePoint MYGA product distribution, with recent enhancements to digital processing and distribution platform enabling more efficient contract issuance for agents.
- AssuritycoreInsurance carrier offering short-term and long-term disability insurance products through Producers XL, including short-term disability with elimination period as low as 0 days for accidents.
- Mass MutualcoreInsurance carrier partner offering disability insurance products with student loan coverage rider available through Producers XL.
- Mutual of OmahacoreInsurance carrier partner offering disability insurance with optional return of premium and cash value benefit riders through Producers XL.
- Peterson International UnderwritersminorInsurance carrier partner offering disability insurance products through Producers XL.
- Principal FinancialcoreInsurance carrier partner offering disability insurance including capital sum benefit for total loss of use of hand, foot, or sight through Producers XL.
- Standard InsurancecoreInsurance carrier partner offering disability insurance including family care benefit rider and student loan coverage through Producers XL.
- NGL (National General Holdings)coreCarrier partner for long-term care insurance with new product HonestLTC. NGL held LTC partnership classes in Wichita and Omaha in March 2026.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Producers XL competitors and assessment
Company assessmentDirect peers
- Senior Market Sales (SMS): Senior Market Sales is an insurance marketing organization focused on senior market distribution (Medicare, life, annuities, LTC), closely mirroring Producers XL's product mix and target agents in the independent channel. Both compete for the same contracted-agent relationships within the senior market segment.
- Ash Brokerage: Ash Brokerage is a large, multi-carrier IMO offering life, annuity, disability, and long-term care solutions to independent producers through dedicated case design and underwriting support. The model of pairing multiple carrier appointments with back-office sales support is functionally similar to Producers XL's IMO offering.
- Brokers International: Brokers International is a mid-sized IMO/FMO providing life, annuity, LTC, and Medicare solutions to independent agents with back-office support services. Its focus on multi-line distribution with case design and training overlaps directly with Producers XL's go-to-market motion.
- CreativeOne: CreativeOne is an IMO/FMO serving independent agents with life, annuity, Medicare, and supplemental health products, plus back-office marketing and carrier contracting support. It targets a similar agent profile and competes with Producers XL for contracted producers in the middle of the US.
- Simplicity Financial Marketing Group: Simplicity Financial is an IMO/FMO offering life, annuity, LTC, Medicare, and disability solutions with case design and marketing support to independent producers. Its product breadth and target audience overlap directly with Producers XL.
- D.W. Van Dyke & Co. D.W. Van Dyke is an independent marketing organization supporting life insurance and annuity distribution to independent producers across multiple states. It is comparable as a similarly-sized carrier-appointed IMO competing for independent agent relationships.
Broad incumbents
- Integrity Marketing Group: Integrity Marketing Group is one of the largest independent insurance distributors in the US, offering life, health, Medicare, and retirement products through a national agent network. As a scaled incumbent, it competes for the same independent agents and carrier relationships that Producers XL serves.
- Crump Insurance Services: Crump is a large wholesale insurance brokerage distributing life, retirement, and disability products through independent advisors. Its multi-carrier platform and advisor-support infrastructure parallel Producers XL's model at greater scale.
- Advisor Group / Advisor Resource Council: Advisor Group (now part of Osaic) operates a national platform of independent financial services firms distributing insurance and investment products. While much broader, its independent producer distribution and carrier access put it in the same competitive ecosystem as Producers XL.
Others
- Libra Insurance Partners: Libra Insurance Partners appears in Producers XL's website footer as an affiliated partner and shares the independent agent distribution model. It is a closely-related entity in the IMO ecosystem, useful as a structural reference rather than a head-to-head sales competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Producers XL social profiles
Digital presenceProducers XL financial estimates
Financial estimateRevenue estimate
Valuation estimate
Producers XL leadership team
Management profileNumber of profiles
Profiles7 records
Producers XL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Producers XL 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 Producers XL
What does Producers XL do?
Producers XL is an insurance marketing organization (IMO) and broker general agency (BGA) that supports independent insurance agents with access to multiple A-rated carriers across Life, Annuities, Medicare, Long-Term Care, Disability, and other insurance lines. The company provides case design teams, underwriting advocacy, contracting support, and digital quoting/CRM tools that enable agents to place, manage, and service insurance business across retirement, senior, and small-business markets.
Is Producers XL a public or private company?
Producers XL is a private company. It is classified as unknown and is currently operating.
When was Producers XL founded?
Producers XL was founded in 1980. It employs 11 to 50 people.
Where is Producers XL based?
Producers XL is headquartered in Salina, United States, in the North America region.
How does Producers XL make money?
One revenue line is on record: insurance Product Distribution.
Who are Producers XL's main competitors?
Direct peers on record are Senior Market Sales (SMS), Ash Brokerage, Brokers International, CreativeOne, Simplicity Financial Marketing Group and D.W. Van Dyke & Co.. Broad incumbents are Integrity Marketing Group, Crump Insurance Services and Advisor Group / Advisor Resource Council. Libra Insurance Partners is listed as an others.
Does Producers XL have an API?
No public API is recorded for Producers XL.