What InsurMark does

InsurMark (legal name Simplicity InsurMark) is a Houston-headquartered Advisor Development Organization (ADO) founded in 1983 that supports independent annuity, life, and wealth advisors in the United States through dedicated Advisor Development Consultants, proprietary technology, and access to a network of 17+ elite insurance carriers and 8+ branded index strategists. The company's core platform, Hubbard, functions as an advisor business portal combining CRM-lite functionality, real-time analytics, and electronic applications; it is complemented by Catalyst (a digital marketing engine with LinkedIn and Facebook integration), MyWebsite (an SEO-optimized advisor website builder), and Firelight (electronic applications). Educational and lead-generation assets include the Breakthrough Advisor Podcast and Blog, a LinkedIn Micro-Influencer Program, and a Business Alpha value engineering framework covering brand, communications, sales and lead generation, client experience, and practice betterment. InsurMark generates revenue through commissions on annuity and life insurance products distributed by independent advisors via its carrier network, with a sales-led GTM centered on proactive ADC relationships that recruit advisors, provide marketing and operational support, and drive product placement. The firm is privately held with no disclosed outside investment, operates with 11–50 employees, and is led by President Jeff Maxey (named in 2023) following founder Steve Kerns.

Name

InsurMark

Legal name

Simplicity InsurMark

Website

https://insurmark.net

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Simplicity InsurMark is a Houston-based Advisor Development Organization founded in 1983 that helps independent annuity, life, and wealth advisors in the United States build practices via dedicated consultants, proprietary technology (Hubbard, Catalyst, MyWebsite), and access to 17+ insurance carriers.

Ownership category

akta.pro rank

Product category

Insurance Distribution Services

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industries

Indexed Universal Life (IUL) Insurance (FSAIABAC), Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

Keywords

• Annuity distribution services
• Life insurance products
• Advisor development organization
• Retirement income solutions
• Financial advisor support

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance & Annuity Distribution: As an Advisor Development Organization, InsurMark generates revenue by distributing annuity and life insurance products from its network of carrier partners to independent financial advisors. The company earns commissions from insurance carriers for products sold through its platform.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

InsurMark is an Advisor Development Organization that distributes annuity and life insurance products from 17+ carrier partners through independent financial advisors in the United States. The company provides dedicated Advisor Development Consultants, the proprietary Hubbard business portal, Catalyst digital marketing engine, MyWebsite platform, and a five-step value engineering process to help advisors build and scale their practices.

Product overview

Simplicity InsurMark operates as an Advisor Development Organization (ADO) providing a comprehensive suite of integrated platforms and marketing solutions for financial advisors. The core technology stack consists of Hubbard (advisor business portal with CRM-lite and analytics), MyWebsite (SEO-optimized website builder), and Catalyst (digital marketing engine with LinkedIn/Facebook integration). Additional products include Simplicity Agent Center for operational support, Firelight for electronic applications, and the LinkedIn Micro-Influencer Program. Educational resources include the Breakthrough Advisor Podcast and Blog. The company also provides MYGA Report tools and CD Rollover Presentation Kits for annuity product marketing. The architecture follows a platform-plus-modules model where Hubbard serves as the central hub, with MyWebsite and Catalyst integrated for lead generation and client acquisition.

Differentiator

Problem solved

Functional benefit

Products and services

• Hubbard InsurMark's proprietary advisor business portal serving as the firm's central CRM-lite platform with real-time analytics, business-tracking dashboard, CRM functionality, and e-application capabilities to help independent financial advisors manage and grow their practices.
• Catalyst Award-winning digital marketing engine delivering personalized campaigns including email, social media, and digital ads with integrated LinkedIn and Facebook functionality to generate referrals and attract ideal prospects for financial advisors.
• MyWebsite SEO-optimized website builder and hosting platform for financial advisors that connects to Catalyst for automatic addition of visitors to targeted marketing campaigns, providing a professional web presence and lead capture capability.
• Simplicity Agent Center Online portal for agents providing access to contracting, e-application processing, business tracking, and operational support tools, including an Inforce Action Center for ranked client engagement opportunities.
• Firelight Electronic Applications Electronic application system referenced as part of the InsurMark technology stack, enabling simplified business processing and workflow automation for advisors submitting annuity and life insurance applications.
• LinkedIn Micro-Influencer Program Strategic program that grows a listening audience of ideal prospects in an advisor's community on LinkedIn, integrated with Catalyst for contact management and targeted marketing campaigns.
• Business Alpha Advisor Development Framework InsurMark's proprietary five-step value engineering process (Discovery, Analysis, Blueprinting, Implementing, Refining) covering five key business areas: Brand Development & Marketing, Communications, Sales & Lead Generation, Client Experience, and Practice Betterment, delivered through dedicated Advisor Development Consultants.
• Annuity and Life Insurance Product Distribution Distribution of fixed, fixed indexed, and multi-year guaranteed annuities plus life insurance products from an exclusive network of 17+ carrier partners (AIG, Allianz, Americo, Athene, Brighthouse, FGL, Global Atlantic, Lincoln, Minnesota Mutual, Mutual Trust, Nationwide, North American, OneAmerica, Prudential, Transamerica) and 8+ branded index strategists (Barclays, BlackRock, JP Morgan, NYSE, PIMCO, Shiller, Wisdom Tree, Zebra) to independent financial advisors, generating commission revenue.

Quantifiable outcome

• Jeremy Houser achieved $1 Billion in Premium in 2025 through the AMP program and business development support.
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

19 partnerships are on record, tiered core and minor.

• AIGcoreOthersTrusted insurance carrier partner providing annuity and life insurance products distributed through InsurMark's network of independent advisors.
• AllianzcoreOthersTrusted insurance carrier partner providing annuity products including the Allianz 222+ annuity with features like Index Lock, increasing income potential, and enhanced access.
• AmericocoreOthersTrusted insurance carrier partner in InsurMark's network of annuity and life product providers.
• AthenecoreOthersTrusted insurance carrier partner in InsurMark's network.
• Brighthouse FinancialcoreOthersTrusted insurance carrier partner providing annuity and life insurance products.
• FGLcoreOthersTrusted insurance carrier partner in InsurMark's distribution network.
• Global AtlanticcoreOthersTrusted carrier partner, with Jeannie Underwood of Global Atlantic Consulting Group collaborating on the Gen X wealth transfer webinar.
• Lincoln Financial GroupcoreOthersTrusted insurance carrier partner providing annuity and life products.
• NationwidecoreOthersTrusted insurance carrier partner in the InsurMark network.
• PrudentialcoreOthersTrusted insurance carrier partner providing life and retirement products.
• TransamericacoreOthersTrusted insurance carrier partner in InsurMark's network.
• Minnesota MutualcoreOthersTrusted insurance carrier partner.
• Mutual TrustcoreOthersTrusted insurance carrier partner.
• North AmericancoreOthersTrusted insurance carrier partner.
• OneAmericacoreOthersTrusted insurance carrier partner.
• The Index StandardcoreTechnology or IntegrationStrategic partnership providing advisors access to index ratings and monthly reports that break down components and nuances of top indexes in the market. The Index Standard evaluates and rates each index used in annuities with ratings from platinum to bronze, plus 10-year forecasts.
• Patrick KellyminorStrategic or Co-development PartnerBestselling author and Simplicity partner who has written 7 books including Tax-Free Retirement and has trained over 150,000 financial professionals. Collaborates on webinars about tax strategies and retirement planning.
• Dr. Wade PfauminorStrategic or Co-development PartnerPh.D., CFA, RICP retirement income expert who collaborates on webinars about retirement income planning best practices and Fixed Indexed Annuities as a protection asset class.
• EquiTrustminorOthersProvides Participation Index Strategy products with 85% S&P 500 participation and no downside risk.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• HD Vest: Financial services firm providing independent advisors with insurance, annuity, and wealth management infrastructure — comparable hybrid support model for retirement-focused advisors.
• Kestra Financial: Large independent wealth management platform supporting independent advisors with insurance, annuity, and wealth solutions — broader portfolio than InsurMark but overlapping in annuity/insurance distribution.
• Cambridge Investment Research: Large IBD supporting independent advisors with annuity, life, and wealth solutions through a hybrid RIA/broker-dealer platform — overlaps in serving independent annuity/life advisors.

Direct peers

• Advisors Excel: Leading FMO providing marketing, practice management, and carrier access to independent financial advisors — directly comparable ADO model with annuity/life focus.
• Crump Life Insurance Services: Wholesale life insurance brokerage serving independent advisors with multiple-carrier access and case design — overlapping advisor development and life insurance distribution.
• Ash Brokerage: Insurance brokerage and IMO providing case design, advanced planning, and carrier access to independent advisors — closely aligned with InsurMark's advisor development proposition.
• Integrity Marketing Group: PE-backed insurance distributor that aggregates independent agents and IMO/FMO assets. Competes directly for annuity/life advisor relationships and carrier partnerships.
• AmeriLife: Large PE-backed insurance distribution organization marketing annuity and life products to independent agents through a multi-IMO platform — directly overlapping InsurMark's core ADO/IMO model.
• Simplicity Group: Parent network of which InsurMark is part. Operates additional ADOs and insurance distribution entities with similar annuity/life wholesaler models serving independent advisors.
• Annexus: Annuity-focused distribution and product design firm providing indexed annuity solutions and wholesaler support — comparable in its annuity specialization and advisor enablement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/insurmark
• LinkedInlinkedin.com/company/insurmark
• Facebookfacebook.com/insurmark

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 InsurMark