Owr Opinion

What Owr Opinion does

OWR Opinion is a privately held Brokerage General Agency (BGA) founded in 1990 by Fred Wertlieb and Kevin O'Conner, headquartered in Mahwah, New Jersey, and operating with 51–100 employees. The firm is a second-generation, female-led agency following Stacey's 2022 transition to Principal, and is a founding member of AimcoR Group, a national insurance marketing organization with 20+ BGA partners and the AimcoR Enterprise Insurance Group (EIG) B2B platform.

OWR's core offering is high-end, complex case design and placement across life insurance (term, whole life, IUL), long-term care (traditional, asset-based/hybrid, chronic illness riders), disability income, and annuities (fixed, indexed, variable). The firm's proprietary tools include the Blend Book (a customizable case-design presentation concept introduced in 1992 focused on diversification and internal rates of return) and a Field Underwriting Guide used to identify and clarify risk issues upfront for optimal carrier selection. OWR leverages carrier accelerated underwriting processes to deliver approvals in under three days and provides end-to-end support from application and point-of-sale through compliance, underwriting, commissions, and post-issue service. Securities are offered through a partnership with The Leaders Group, Inc. (FINRA/SIPC).

OWR generates revenue primarily through insurance brokerage commissions from carrier placements, with a secondary stream from securities licensing through The Leaders Group. Its go-to-market is B2B: serving sophisticated insurance professionals and financial advisors across the U.S. who bring complex and impaired-risk cases for case design, underwriting, and carrier placement. The firm markets through The Digest monthly newsletter, recurring carrier webinars, the Women & Finance Roadshow, the AIM Higher Producer Conference, and its agent-restricted member portal.

Name

Owr Opinion

Legal name

OWR Opinion LLC

Website

https://owropinion.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

OWR Opinion is a privately held, second-generation Brokerage General Agency that provides complex case design, underwriting, and carrier placement in life, disability, long-term care, and annuity insurance for independent financial professionals and advisors across the United States.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

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

SIC

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

akta.pro primary industry

Simplified Issue Whole Life / UL Insurance (FSAIABAH)

Keywords

• Insurance brokerage services
• Life insurance products
• Long term care insurance
• Disability income insurance
• Annuity products

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Generates revenue through commissions from insurance carriers for placing life, disability, long term care, and annuity insurance policies. Operates as a boutique brokerage agency serving sophisticated insurance professionals.
2. Securities Services: Securities offered through The Leaders Group, Inc. (Member FINRA/SIPC), providing additional financial products and services to clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

OWR Opinion is a boutique Brokerage General Agency (BGA) that distributes life, disability, long-term care, and annuity insurance products from multiple top-rated carriers to licensed insurance professionals and financial advisors. The agency provides case design, field underwriting, accelerated underwriting, policy analysis, and post-issue service support, enabling agents and advisors to place complex and impaired-risk insurance cases for their clients.

Product overview

Owr Opinion is a multi-generational insurance brokerage agency offering a comprehensive suite of insurance products and services. The core offerings include Life Insurance, Long Term Care Insurance, Disability Insurance, and Annuities, supported by expert Underwriting Services. The company provides proprietary tools like The Blend Book for case design and distributes The Digest newsletter as a resource for financial professionals. Owr Opinion serves as a broker general agency within the AimcoR Group network, connecting agents with multiple insurance carriers to provide competitive solutions for complex cases.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance Life insurance products including term, whole life, and indexed universal life (IUL) policies for income protection, wealth transfer, estate planning, and retirement planning, placed through multiple carrier partners for licensed insurance professionals and their clients.
• Long Term Care Insurance Long term care insurance including traditional LTC policies, asset-based/hybrid policies, annuities with LTC riders, and life insurance with chronic illness riders, designed for wealth preservation and LTC funding needs.
• Disability Insurance Disability income insurance policies including personal disability income replacement, key person replacement, disability buy-out, and business overhead expense coverage for professionals and business owners.
• Annuities Fixed, indexed, and variable annuities including single premium immediate and deferred annuity options from top-rated carriers, used for retirement income, wealth transfer, and conservative interest-rate strategies.
• Underwriting Services Expert underwriting support for licensed insurance agents including field underwriting, carrier selection, accelerated underwriting processes, and handling of impaired-risk cases, with approvals achieved in fewer than three days using carrier accelerated processes.

Quantifiable outcome

• Underwriting approval in fewer than 3 days using accelerated underwriting processes
• +3 more outcomes

Named customers6 records

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

Partnerships

Ten partnerships are on record, tiered core, minor and major.

• AimcoR Enterprise Insurance Group (EIG)coreStrategic or Co-development Partner · 1 May 2015OWR is one of 20 members that partnered to build AimcoR Enterprise Insurance Group (EIG), an innovative B2B insurance platform expanding into the financial institution space. The platform offers creative, consistent, and compliant engagement processes for both firms and advisors.
• AimcoR GroupcoreStrategic or Co-development Partner · 1 May 2011R Group merged with Aimco to form AimcoR Group in 2011. Fred Wertlieb continues to serve on the corporate board. OWR is a founding member of AimcoR Group, a leading national insurance marketing organization for brokerage general agencies. OWR provides access to AimcoR's resources including 20 partner members and innovative B2B insurance platform (EIG).
• R GroupminorStrategic or Co-development Partner · 1 May 2005Fred and Kevin partnered with 9 other BGAs across the country to create R Group National Marketing Organization, focusing on best practice sharing, investing in partner success, and strong carrier relationships. R Group later merged into AimcoR Group.
• The Leaders Group, Inc.coreChannel Partner/ Reseller/ DistributorSecurities offered through The Leaders Group, Inc., Member FINRA/SIPC, located at 26 W Dry Creek Circle, Suite 800, Littleton CO 80120. OWR Opinion, LLC is not affiliated with The Leaders Group, Inc.
• Prudential FinancialmajorGTM or Marketing PartnerRegular webinars and marketing campaigns including Prudential FlexGuard Life and VUL Protector products. Vice President of Advanced Planning participates in OWR hosted webinars for retirement planning education.
• John HancockmajorGTM or Marketing PartnerProduct webinars including new Protection VUL 23, and podcast collaboration on uncovering planning opportunities with tax filings.
• Lincoln Financial GroupmajorGTM or Marketing PartnerLaunch partner for Lincoln WealthAccelerate IUL product with dedicated webinar series and transition support for discontinued GUL and SUL products.
• Mutual of OmahamajorGTM or Marketing PartnerLTC Awareness Month webinar host with Director of Claims providing disability claims process overview. Regular claims and sales idea webinars.
• NationwidemajorGTM or Marketing PartnerProduct updates including No Lapse Guarantee UL II and CareMatters II pricing changes. Webinar on state-mandated LTC programs.
• Principal Financial GroupmajorGTM or Marketing PartnerJoint webinar on simplifying group opportunities and Guaranteed Issue Term products for small business owners.

Scale indicators3 records

Recent moves11 records

Expansion highlights4 records

Direct peers

• Highland Capital Brokerage: National life insurance brokerage general agency serving financial advisors and producers with multi-carrier placement, underwriting support, and case design services—directly comparable to OWR's BGA model and advisor-focused distribution.
• AimcoR Group: National insurance marketing organization of which OWR is a founding member. AimcoR aggregates 20+ BGA partners, providing shared carrier relationships, best practices, and the EIG B2B platform—effectively OWR's parent/peer cooperative.
• Crump Life Insurance Services: One of the largest US life insurance brokerage general agencies, offering multi-carrier placement and advanced planning support. Crump's BGA model and producer-focused distribution align closely with OWR's approach at a meaningfully larger scale.
• Gradient Insurance Brokerage: Life insurance brokerage general agency serving financial advisors with multi-carrier placement, advanced markets underwriting, and case design support—closely aligned with OWR's high-end complex case focus.
• Ash Brokerage: Large national life insurance BGA (now part of Acrisure) focused on financial professionals with case design, advanced planning, and multi-carrier placement—offering comparable services to OWR at significantly larger scale and with private equity backing.
• M Financial Group: Cooperative of independent life insurance agencies serving HNW and corporate markets with proprietary products and reinsurance capabilities—structurally similar to OWR's AimcoR membership and similarly focused on complex case design.
• DPL Financial Partners: Life insurance platform purpose-built for fee-only RIAs, providing commission-free access to life insurance and annuities. Represents a more digitally-enabled BGA model serving the same financial advisor end market that OWR targets.
• Kestler Financial Group: Insurance marketing organization offering multi-carrier life insurance, annuity, and disability placement to financial professionals. Comparable boutique IMO model focused on producer relationships and case support.

Broad incumbents

• Lincoln Financial Group: Large life insurance and annuities carrier with significant BGA/wholesaler distribution. Lincoln is a launch partner with OWR (WealthAccelerate IUL), representing both a key carrier partner and a broader-market comparable with overlapping product focus.
• Prudential Financial: Major life insurance carrier and one of OWR's key carrier partners. Prudential operates its own distribution including wholesaler and BGA-style relationships, making it a relevant incumbent comparable at much broader scale than OWR.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pages/OwR-Opinion/195511277129393
• LinkedInlinkedin.com/company/owr-opinion

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Owr Opinion