Emerson Reid

What Emerson Reid does

Emerson Reid, operating commercially as Emerson Rogers since early 2023, is a wholesale General Agent (GA) for U.S. employee benefits. The company sits between insurance carriers and independent benefits brokers, providing brokers with multi-carrier access, quoting, marketing, and commission management services for small and large group medical, dental, vision, life, disability, and voluntary benefits. Its core go-to-market is exclusively channel-driven: the firm does not sell directly to employers but enables its 10,000+ broker partners to distribute to 100,000+ employer groups, making it the self-described largest GA in the United States by insured premium ($10 billion+).

The technology foundation is a cloud-based broker portal ecosystem. Core platforms include Benefix and Rating Hub for small-group quoting, a dedicated Commission Portal for statement retrieval, the Market IQ carrier-comparison tool, a Broker Transparency compensation-disclosure reporting module, and a Digital Marketing Center for branded client email campaigns. Supporting modules include an HR Advisory resource library, a carrier document repository, instant marketing document generation, and broker education content (training videos and podcasts). Specialized internal departments provide product-line expertise beyond group medical, creating tailored solutions for dental, vision, life, disability, and voluntary lines.

Revenue is generated through override commissions paid by insurance carriers on premium volume placed through Emerson Rogers' broker distribution network, structured as a transaction-fee model rather than direct fees to brokers. Pricing is not publicly disclosed. The business operates nationally with multi-office local presence, following the 2023 merger of Emerson Reid (founded 1974) and Rogers Benefit Group. The company is privately held as Emerson Rogers, LLC, with 501-1000 employees and no external institutional ownership or public listing.

Name

Emerson Reid

Legal name

Emerson Rogers, LLC

Website

https://emersonreid.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Emerson Rogers is a U.S. wholesale General Agent for employee benefits that enables 10,000+ broker partners to distribute group medical, dental, vision, and ancillary coverage to 100,000+ employer groups, earning override commissions from insurance carriers.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services (Wholesale General Agency for Employee Benefits)

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Employee Benefits Brokerage & Consulting (FSAEADAC)

akta.pro secondary industries

Insurance Program Administration & MGA/MGU Services (FSAEADAK), Dental Insurance (FSAIAHAA), Worksite Dental Insurance (FSAIAMAG)

Keywords

• Wholesale general agent
• Employee benefits distribution
• Broker enablement platform
• Group health insurance
• Carrier commission services

Headquarters

HQ city

Bethel Park

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission Income from Carriers: As a wholesale general agent, Emerson Rogers earns commissions from insurance carriers on employee benefits products (medical, dental, vision, etc.) placed through their network of broker partners. The company generates revenue through overrides and commissions based on premium volume written through their broker distribution network.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Emerson Rogers is a wholesale General Agent for employee benefits that distributes group medical, dental, vision, life, disability, and voluntary benefits through a national network of 10,000+ broker partners. Its core offering combines multi-carrier quoting tools (Benefix and Rating Hub), commission management, carrier comparison, broker marketing and education resources, and specialized underwriting teams to help brokers place business with multiple insurance carriers.

Product overview

Emerson Rogers is a wholesale general agent for employee benefits formed through the 2023 merger of Emerson Reid and Rogers Benefit Group. The platform operates as a unified broker-facing ecosystem combining innovative technology, specialized departments, and exclusive programs. The core product portfolio includes small group quoting tools (accessed via Benefix and Rating Hub), commission management via the Commission Portal, carrier intelligence through the Market IQ Tool, and broker transparency reporting for compensation disclosures. Supporting tools include a Digital Marketing Center for branded email campaigns, an HR Advisory Resource library, carrier document repositories, industry news aggregation, instant marketing document creation, and broker education resources. The platform serves 10,000+ broker partners managing 100,000+ employer groups with over $10 billion in insured premium.

Differentiator

Problem solved

Functional benefit

Products and services

• Benefix Small Group Quoting Online small group quoting platform providing multi-carrier proposal generation with rates and benefit summaries, accessed by brokers depending on their market.
• Rating Hub Market-specific online rating tool used by brokers to run small group quotations and obtain carrier rates and benefits.
• Commission Portal Online portal allowing brokers to view, retrieve, and manage current and past commission statements on business written with Emerson Rogers.
• Market IQ Tool Carrier comparison tool that enables brokers to compare carriers across all markets in seconds for competitive placement.
• Broker Transparency Compensation disclosure reporting tool that allows brokers to build client-ready disclosure reports by market, product, and carrier.
• Digital Marketing Center Email marketing platform enabling brokers to send professionally designed campaigns in their company brand with real-time tracking capabilities to clients.
• HR Advisory Resource Best practice library that helps brokers answer client HR questions when supporting their employer clients' human resources needs.
• Carrier Documents Repository Online document repository providing brokers access to thousands of neatly organized carrier documents with verification dates.
• Instant Marketing Documents Document creation tool enabling brokers to easily create, customize, and download client-ready marketing content.
• Industry News Articles Aggregated industry and carrier news platform with filtering capabilities that consolidates news into one accessible source for brokers.
• Broker Education Library Training resource providing a series of in-depth training videos and podcasts for brokers and their staff to enhance product knowledge.
• Specialized Departments Service Dedicated internal teams focused solely on specific lines of business and products that craft tailored comprehensive solutions for brokers and their clients across benefit categories beyond group medical.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Rogers Benefit GroupcoreStrategic or Co-development Partner · 1 January 2023In early 2023, Emerson Reid and Rogers Benefit Group combined their resources and expertise to form Emerson Rogers, creating the nation's largest general agent for employee benefits with national reach, specialized departments, exclusive programs, and innovative technology.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• OneDigital: OneDigital is one of the largest US employee benefits and HR advisory firms, combining brokerage, wholesale, and consulting across group medical, dental, vision, and voluntary benefits — closely comparable to Emerson Rogers' wholesale GA + specialized departments model at similar national scale.
• Holmes Murphy & Co. Holmes Murphy is a privately held US insurance broker and employee benefits specialist with a strong broker-facing technology stack and product focus on group benefits, closely overlapping with Emerson Rogers' benefits distribution and broker enablement proposition.

Broad incumbents

• Lockton Companies: Lockton is the world's largest privately held insurance brokerage with a major employee benefits practice; it serves large and mid-market employer groups via direct brokerage, representing a broader incumbent against which Emerson Rogers' broker-distributed GA model competes for carrier premium share.
• USI Insurance Services: USI is a top-10 US insurance brokerage with a substantial employee benefits and group benefits practice serving mid-market and large employers; comparable to Emerson Rogers in product breadth (medical, dental, voluntary) and US national footprint, though distributed via direct brokers rather than wholesale.
• Hub International: Hub International is a major North American insurance brokerage with a sizable employee benefits division; competes with Emerson Rogers for group benefits premium and broker relationships, particularly across middle-market employer segments.
• Alliant Insurance Services: Alliant is a specialty-focused US insurance brokerage with a strong employee benefits and group benefits practice; comparable to Emerson Rogers in product mix and mid/large employer focus, distributed through its own direct broker network.
• NFP (an Aon company): NFP is a major US insurance broker and benefits advisor, recently acquired by Aon, with deep mid-market employee benefits capabilities; comparable in benefits distribution scale and target employer segments to Emerson Rogers.
• Marsh McLennan (Mercer): Marsh McLennan's Mercer benefits division is a global leader in health and benefits consulting and brokerage; overlaps with Emerson Rogers at the larger end of employer group benefits procurement and competes for the same carrier relationships.

Regional players

• IMA Financial Group: IMA Financial Group is a privately held US insurance brokerage with a strong employee benefits practice; comparable in benefits specialization and broker model but primarily regional in footprint versus Emerson Rogers' national reach.

Others

• Assurex Global / Worldwide Broker Network: Assurex Global is a private commercial insurance and risk management network of large independent brokers; while not a direct wholesale GA, it represents an alternative broker-aggregation model that competes for the same independent broker distribution channel that Emerson Rogers relies upon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/emerson-reid

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Emerson Reid