KAFL Insurance Resources

What KAFL Insurance Resources does

KAFL Insurance Resources is a privately held, national multi-line insurance brokerage agency headquartered in Rochester, New York. Founded in 1991 by Nancy Skelton and Carol Merkel, the company recruits and supports licensed independent insurance professionals, financial advisors, RIAs, brokers, banks, broker-dealers, and benefit advisors across the United States. KAFL's platform provides access to over 70 insurance carriers for life, long-term care, disability, and annuity products, complemented by employee benefits brokerage (group dental, vision, life, disability), Medicare brokerage and direct consulting (KAFL Direct, Medicare Express, KAFL Kash), and business consulting services (valuation, exit planning, agency development) delivered through an Odyssey Consulting partnership. The firm became an ESOP in 2005 and entered a second-generation leadership phase in 2010 under CEO/President Lorrie Gibbons and Corporate Advisor Peter Skelton.

The company's go-to-market is a B2B channel-partner motion: advisors register online, complete carrier contracting through SureLC, access application fulfillment via Pivot, and consume marketing, training, and lead-generation programs such as the monthly newsletter, Webinar Wednesday series, John Hancock Learning Series, KAFL Day annual conference, and the Women and Finance Roadshow with OWR Opinion. Revenue is earned through transaction-fee commissions on insurance placements, professional services fees on consulting engagements, and carrier bonus programs (e.g., Mutual of Omaha, United American/Globe Life). Technology is positioned as a brokerage-enablement stack (SureLC, Pivot, Bernie Portal, HR Service) rather than a proprietary underwriting or AI platform; securities are offered through a FINRA/SIPC member, Simplicity Investments.

KAFL's operating footprint is national, with regional sales offices in Pennsylvania, Indiana, Nebraska, and New Jersey serving the Northeast, Midwest, and Mid-Atlantic. The company has pursued steady platform expansion: 2008 senior markets entry (Medicare), 2017 AIMCOR affiliation and first regional office, 2021 Odyssey Consulting partnership, 2022 acquisition of USAP Agency's employee benefits division, 2023 brand refresh, and 2024-2025 product and ecosystem launches (Medicare Express, KAFL Kash, Bernie Portal, HR Service). With 11-50 employees and an ESOP-aligned ownership structure, KAFL operates as a mid-sized general agency competing on carrier breadth, advisor enablement, and integrated service offerings rather than on scale alone.

Name

KAFL Insurance Resources

Legal name

KAFL, Inc.

Website

https://kafl.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

KAFL Insurance Resources is a privately held, national multi-line insurance brokerage agency that recruits and supports independent insurance professionals, financial advisors, RIAs, and benefit advisors with access to 70-plus carriers across life, long-term care, disability, annuity, employee benefits, Medicare, and consulting products.

Ownership category

akta.pro rank

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: KAFL earns commissions from insurance carriers for placing life, annuity, disability, long-term care, and other insurance products through their network of independent brokers and advisors.
2. Employee Benefits Services: Revenue from employee benefits brokerage including ancillary products, health insurance, and related services through dedicated employee benefits team.
3. Consulting Services: Business consulting services through partnership with Odyssey Consulting covering business valuation, exit planning, and agency development.
4. Medicare Services: Medicare brokerage and KAFL Direct consulting services for senior market products including Medicare Advantage, Supplement, and Part D plans.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

KAFL Insurance Resources is a national multi-line insurance brokerage agency that provides independent insurance professionals, financial advisors, RIAs, and brokers access to more than 70 insurance carriers for life, long-term care, disability, annuity, employee benefits, and Medicare products. The firm delivers end-to-end case design, proactive underwriting, contracting support, and business consulting services to help its partners grow their practices.

Product overview

KAFL Insurance Resources is a national, multi-line brokerage agency that operates as a platform offering multiple product lines and services. The core portfolio includes insurance products (Life, Long Term Care, Disability, and Annuities), Employee Benefits services (Brokerage, KAFL Direct, and Employer solutions), Medicare products and brokerage services (including Medicare Express lead program and KAFL Kash marketing reimbursement), and Consulting services (Business Valuation, Exit Planning, and Agency Development) through its partnership with Odyssey Consulting. Securities services are offered through Simplicity Investments. With access to over 70 carriers, the company provides end-to-end case design solutions and support for financial advisors, RIAs, estate planners, and other professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance Life insurance products including Term Insurance, Universal Life, Whole Life, and Final Expense coverage, placed through 70+ carrier relationships for independent brokers and financial advisors.
• Long Term Care Insurance Long term care insurance products including Traditional LTC, Linked Benefit Plans, and Hybrid Plans, combining life insurance or annuity contracts with LTC riders to protect client assets from care costs.
• Disability Insurance Disability insurance products including Individual Disability Insurance, Business Overhead Expense coverage, Disability Buy-Out, and Retirement Protection that pay monthly benefits when individuals cannot work due to sickness or injury.
• Annuities Annuity products including Fixed Annuities, Indexed Annuities (linked to S&P 500), and SPIA/DIA products designed to convert retirement lump sums into guaranteed income streams.
• Employee Benefits Brokerage Brokerage services for employee benefits that provide advisors and employers with access to a network of carriers and dedicated support for offering group benefits portfolios including dental, vision, life, and disability coverage.
• KAFL Direct Medicare consulting service that assigns a knowledgeable KAFL Medicare consultant to meet with a client's clients, enabling advisors to offer comprehensive Medicare planning without obtaining their own Medicare certification.
• Medicare Brokerage Services Medicare brokerage support that alleviates the stress of Medicare sales, providing established advisors with carrier relationships, product access, and tools to introduce Medicare Advantage, Supplement, and Part D plans to clients aged 65 and older.
• Medicare Express Lead Program A qualified lead program providing pre-set appointments to certified Medicare advisors, offering in-home appointments with Medicare beneficiaries who have completed a scope of appointment; closing rates average more than 40 percent.
• Business Valuation Consulting Consulting service delivered through Odyssey Planning that provides independent analysis of revenue, cash flow, workflow, and key employee retention and incentive plans to help owners maximize business value.
• Business Exit Planning Exit planning consulting through Odyssey Planning covering transfer of ownership to employees or family members, sale to outside groups, and integration of exit plans with estate plans.
• Agency Development KAFL support services that build an insurance platform to drive additional revenue through recruiting, hiring, training, workflow analysis, and operational integration with existing practices.
• KAFL Kash Marketing Reimbursement Program Marketing reimbursement program that provides Medicare advisors with funding to increase revenue and grow their practice.

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core, strategic and regional.

• Bernie PortalcoreTechnology or Integration · 1 January 2025KAFL partnered with Bernie Portal to provide streamlined benefits management for employer groups. The platform is offered FREE to KAFL clients and handles onboarding, terming, subgroup management, and billing for certain benefit lines.
• HR ServicestrategicImplementation/ SI/ Consulting Partner · 1 January 2025KAFL partners with HR Service to offer comprehensive HR support for employer groups including compliance, wrap documents, employment law, HR help desk, employee handbooks, and required training.
• OWR OpinionstrategicGTM or Marketing Partner · 1 January 2024KAFL partnered with OWR Opinion to present the Women and Finance Roadshow, a collaborative initiative to promote professional development and financial empowerment among women working in finance.
• Odyssey ConsultingcoreStrategic or Co-development Partner · 1 January 2021KAFL partners with Odyssey Consulting to offer business consulting services including business valuation, business exit planning, and agency development. This partnership extends KAFL's service offerings beyond insurance brokerage to comprehensive business strategy support for their broker partners.
• AIMCORcoreGTM or Marketing Partner · 1 January 2017KAFL joined AIMCOR, a national Insurance Marketing Organization, along with AIMCOR EIG, supporting broker dealer relationships in the PA, NY, and FL territories. This partnership provides access to additional carrier relationships and broker dealer support.
• Medicare ExpresscoreTechnology or IntegrationMedicare Express is a highly qualified lead platform providing pre-set appointments with certified Medicare advisors. KAFL Medicare advisors have access to this lead platform which offers in-home appointments with qualified Medicare beneficiaries who have completed a scope of appointment, with closing rates averaging more than 40 percent.
• Mutual of OmahastrategicChannel Partner/ Reseller/ DistributorMutual of Omaha is featured in KAFL events and webinars as a Medicare Supplement carrier. KAFL offers exclusive Med Supp bonus program with Mutual of Omaha offering $500 bonuses for advisors.
• John HancockstrategicChannel Partner/ Reseller/ DistributorJohn Hancock partners with KAFL through the John Hancock Learning Series featuring educational webinars on living benefits, LTC planning, estate planning, and business succession planning. John Hancock is noted for unique policy features and launching new LTC hybrid products.
• Excellus Blue Cross Blue ShieldregionalChannel Partner/ Reseller/ DistributorExcellus Blue Cross Blue Shield is featured as a top Medicare Advantage option in the regional market. KAFL hosts webinars with Excellus account executives to educate advisors on unique plan designs and added benefits.
• Simplicity InvestmentscoreChannel Partner/ Reseller/ DistributorSecurities offered through Simplicity Investments, member FINRA/SIPC. This partnership enables KAFL to offer securities products in addition to insurance products.
• United American/Globe LifestrategicChannel Partner/ Reseller/ DistributorKAFL offers an exclusive Med Supp bonus program with United American/Globe Life alongside Mutual of Omaha, offering bonus commissions for Medicare Supplement sales.

Scale indicators3 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• AIMCOR: AIMCOR is a national Insurance Marketing Organization (IMO) that supports independent producers with carrier access, marketing, and back-office services. KAFL itself is a member of AIMCOR, and the two share an essentially identical model as multi-line brokerage agencies serving financial advisors and brokers across the U.S.
• Senior Market Sales: Senior Market Sales is one of the largest independent insurance marketing organizations specializing in Medicare, life, and retirement products distributed through independent agents. It competes directly with KAFL's Medicare brokerage and senior markets line, including lead-generation and carrier-appointment services.
• Ritter Insurance Marketing: Ritter Insurance Marketing is an independent marketing organization focused on Medicare and senior market products, providing carriers, contracting, and lead tools to independent agents. It is a direct head-to-head competitor to KAFL's Medicare brokerage and Medicare Express offering.
• Crump Life Insurance Services: Crump is a large national life insurance brokerage general agency serving independent producers with multi-carrier access, advanced markets expertise, and case-design support. Its scale and product breadth make it the closest large-scale analog to KAFL's life, LTC, and disability brokerage operation.
• National Western Financial: National Western Financial is a national insurance marketing organization offering life, annuity, disability, and long-term care products through independent agents. It competes with KAFL across the same multi-line product shelf and distributor base.
• DMI Agency: DMI Agency is a multi-line brokerage general agency providing life, annuity, disability, LTC, and Medicare products to independent producers. It is a comparable mid-sized IMO with overlapping product breadth, distributor model, and carrier relationships.
• Brokerage Professionals Inc: Brokerage Professionals Inc is a multi-line insurance brokerage general agency offering life, disability, LTC, and annuity products through independent financial professionals. It mirrors KAFL's niche positioning as a mid-sized, multi-carrier general agency.
• Highground Financial Group: Highground Financial Group is an insurance marketing organization serving independent financial advisors with life, LTC, disability, and annuity products. It overlaps with KAFL's advisor-focused distribution model and product portfolio.

Broad incumbents

• OneDigital: OneDigital is a large national insurance, benefits, and wealth advisory firm aggregating brokerages including Crump. It is a broader incumbent that competes with KAFL for advisor relationships and benefits brokerage, but at significantly greater scale and with a broader service portfolio.
• Hub International: Hub International is a major global insurance brokerage providing personal, commercial, employee benefits, and wealth services. It is a broad incumbent whose benefits brokerage and life-insurance distribution arms compete for the same mid-market advisor and employer relationships that KAFL targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@kaflinsuranceresources1568
• Facebookfacebook.com/kaflinc
• LinkedInlinkedin.com/company/kafl
• Instagraminstagram.com/kaflinc
• Xx.com/KaflInc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 KAFL Insurance Resources