Daly Insurance Brokerage Services

What Daly Insurance Brokerage Services does

Daly Insurance Brokerage Services operates as Simplicity Southington, a Connecticut-based Brokerage General Agency (BGA) and operating subsidiary of Simplicity Group Holdings, headquartered at 200 Executive Blvd. S. Ste. 4J, Southington, CT. The firm distributes annuities (FIA, MYGA, VA, RILA, SPIA, DIA), life insurance (IUL, GUL, VUL, single premium, term, final expense), disability insurance, and long-term care products from leading carriers to a national network of independent financial advisors and agents. Variable annuity and RILA placements are routed exclusively through the Leaders Group Broker-Dealer and require agent securities licensing. The business serves both B2B customers (independent advisors seeking institutional-grade distribution support) and indirectly serves B2C end-clients (mass-affluent through high-net-worth households) via those advisor partners.

The platform architecture combines proprietary technology assets with multi-carrier distribution. Core technology includes the Sawtooth Solutions Unified Managed Account (UMA) investment platform (acquired by Simplicity Group in September 2021), the LifeLink term life sales platform with proprietary product scoring and a reported 38% conversion lift, Studio One in-house video production, the IUL Digital Sales Strategy multi-module tool, the Ilia digital sales platform supporting Kai-Zen supplemental retirement plans, and the exclusive F&G ExecuDex FIUL product with InstApproval real-time underwriting. Turnkey Educational Workshops (MSS, PRP, TAA syndicated webinars), recurring training events (Advanced Sales Training, Advisor Growth Forum, Simplicity University, Wealth Forum), and marketing services (branding, lead generation, digital, graphic design) complement the product stack. The firm was acquired by Simplicity Group in March 2021 (previously operating as American Financial Network, LLC) and is one of 28+ distribution businesses in the Simplicity Group network.

Revenue is generated primarily through transaction-based commissions on insurance and annuity placements, supplemented by managed-services revenue from the wealth platform and professional-services revenue from marketing/enablement programs. At the Simplicity Group level, the network reports $10Bn+ in annual annuity sales and $400M+ in annual life insurance production. Daly-specific revenue, headcount trend (11–50 employees), and detailed financial performance are not publicly disclosed. Customer segments split between independent financial advisors (primary, persona-based) and end-client households (mass-affluent through HNW, use-case-based), served through a hybrid segmentation model.

Name

Daly Insurance Brokerage Services

Legal name

Daly Insurance Brokerage Services

Website

https://dalybrokerage.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Daly Insurance Brokerage Services (operating as Simplicity Southington) is a Connecticut-based Brokerage General Agency distributing annuities, life, disability, and long-term care products to independent financial advisors nationwide as part of the Simplicity Group distribution network.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industries

Annuity Reinsurance (Immediate, Deferred, VA/GMxB) (FSAOAAAF), Wholesale Insurance Brokerage (Excess & Surplus Lines) (FSAEADAD), Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM)

Keywords

• Insurance brokerage services
• Annuity distribution
• Life insurance products
• Wealth platform services
• Brokerage general agency

Headquarters

HQ city

Southington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Annuity and Life Insurance Commissions: Brokerage General Agency earns commissions on the placement of annuities (FIA, MYGA, VA, RILA, SPIA, DIA) and life insurance products (IUL, GUL, VUL, term, final expense) distributed through its network of independent financial advisors and agents, backed by partnerships with leading carriers.
2. Disability and Long-Term Care Insurance Commissions: Commissions earned on placement of disability insurance (individual, business overhead, buy-sell, business loan protection, income/retirement protection) and long-term care insurance (traditional and asset-based LTC) products.
3. Wealth/Investment Platform Services: Revenue from the Sawtooth UMA tech-enabled investment platform and annuity portfolio integration offering proprietary resources and institutional trading capabilities to advisors serving mass-affluent through high-net-worth clients.
4. Marketing and Sales Enablement Services: Revenue tied to proprietary marketing programs (Tax Free Retirement, Kai-Zen, Maximizing Social Security, asset-based LTC programs) and turnkey educational workshops provided to advisor partners as part of the broader BGA value proposition.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Daly Insurance Brokerage Services operates as Simplicity Southington, a full-service Brokerage General Agency (BGA) and operating subsidiary of Simplicity Group Holdings. The firm distributes insurance and annuity products — including Fixed Index Annuities (FIA), Multi-Year Guaranteed Annuities (MYGA), Variable Annuities (VA), Registered Index Linked Annuities (RILA), Single Premium Immediate Annuities (SPIA), Deferred Income Annuities (DIA), Indexed Universal Life (IUL), Guaranteed Universal Life (GUL), Variable Universal Life (VUL), term life, final expense, disability, and long-term care — from leading carriers to a national network of independent financial advisors and agents. It supplements distribution with proprietary sales technology (LifeLink, IUL Digital Sales Strategy, Ilia, Studio One), institutional-grade marketing, training (Advanced Sales Training, Advisor Growth Forum, Simplicity University, Wealth Forum), lead generation, and back-office support.

Product overview

Daly Insurance Brokerage Services operates as Simplicity Southington, a full-service Brokerage General Agency (BGA) and operating subsidiary of Simplicity Group — one of the nation's largest and fastest-growing financial product distribution companies. The offering follows a platform-plus-modules architecture in which a core distribution platform delivers Wealth, Annuities, Life Insurance, Disability Insurance, and Long-Term Care Insurance products to independent financial advisors and agents across the country. Specialized product modules sit alongside the core offerings, including ExecuDex (a partnership with F&G for instant-decision FIUL underwriting), LifeLink (a term life sales platform with proprietary product scoring and a 38% lift in conversion), Kai-Zen (a supplemental retirement savings plan with the Ilia digital sales platform), the IUL Digital Sales Strategy (multi-module accumulation/wealth transfer/income/tax-free retirement software), the Tax Free Retirement Strategies program, the Asset-Based LTC program, and Studio One (custom video production). Turnkey Educational Workshops (MSS, PRP, TAA, and Maximizing Social Security syndicated webinars) and Marketing Services (graphic design, digital/video, lead generation) complement the product stack, while recurring Training Events — Advisor Growth Forum, Advanced Sales Training, Simplicity University, and Wealth Forum — and Sales Service and Support (innovative sales technology, product education, point-of-sale materials, underwriting expertise, case and proposal design) wrap the entire offering in an institutional support framework for agent partners.

Differentiator

Problem solved

Functional benefit

Brands

• LifeLink: Simplicity's proprietary term life sales platform that streamlines quoting, application and issue.
• Studio One
• Kai-Zen
• Tax Free Retirement

Products and services

• Wealth Platform A tech-enabled investment platform featuring proprietary resources, institutional trading capabilities, annuity portfolio integration, and partnerships with leading money managers to deliver client-needs driven portfolio strategies for advisors serving mass-affluent through high-net-worth clients. Powered in part by Sawtooth Solutions' UMA technology.
• Annuities Comprehensive annuity solutions tailored to wealth accumulation and income objectives, spanning FIA (Fixed Index Annuity), MYGA (Multi-Year Guaranteed Annuity), VA (Variable Annuity), RILA (Registered Index Linked Annuity), SPIA (Single Premium Immediate Annuity), and DIA (Deferred Income Annuity). VA and RILA are sold only through the Leaders Group Broker-Dealer and require securities licensing. $10Bn+ annual Annuity Sales across Simplicity Group BGA network.
• Life Insurance Complete life insurance offering delivering products for death benefit, income replacement, estate planning, business continuity, tax-free retirement income, wealth transfer, and college funding. Includes Indexed Universal Life (IUL), Single Premium, Guaranteed Universal Life (GUL), Variable Universal Life (VUL), Final Expense, and Term Life Insurance. $400M+ annual Life Insurance Sales across Simplicity Group BGA network.
• Disability Insurance Comprehensive income protection products designed to strengthen clients' finances during times of disability, including Business Loan Protection, Business Overhead Expense Coverage, Buy-Sell Agreement, Individual Disability Insurance, Income Protection, and Retirement Protection Plan.
• Long-Term Care Insurance Long-Term Care policies including Asset-based LTC and Traditional LTC designed to address future care concerns that may impact the longevity of clients' retirement assets.
• ExecuDex FIUL with InstApproval A Fixed Index Universal Life Insurance (FIUL) product co-developed with F&G (Fidelity & Guaranty Life Insurance Company) featuring real-time InstApproval underwriting that delivers qualified applicants an instantaneous coverage decision without medical examination or additional underwriting. Exclusively available through Simplicity Group operating subsidiaries.
• Kai-Zen Supplemental Retirement Plan A supplemental life insurance-based retirement savings plan designed to close the retirement income gap and create generational wealth. Not subject to traditional retirement plan contribution limits; distributed under the registered Kai-Zen trademark with sales supported by the proprietary Ilia digital sales platform.
• LifeLink Term Life Sales Platform A proprietary term life sales platform that transforms and expedites the way life insurance is purchased, from quoting to application to issue. Includes proprietary product scoring, a consumer-friendly digital interface, streamlined client communications, and a 38% lift in conversion rate compared with the prior sales process.
• Tax Free Retirement Strategies Program A specialty, educational, multi-media marketing program focused on the importance of tax diversification in retirement. Leverages best-selling books, an educational workshop (self-presented or syndicated), supporting marketing materials, and group coaching sessions to generate life insurance leads.
• Asset-Based LTC Program A specialty, multi-media long-term care program focused on asset-based long-term care planning strategies, leveraging lead generation tools, surveys, educational workshops, and training opportunities to help advisors address future care funding.
• IUL Digital Sales Strategy Software Enhanced proprietary multi-module software that helps advisors educate consumers on holistic plans integrating life insurance for Accumulation, Wealth Transfer, Income, and Tax-Free Retirement comparisons.
• Studio One Custom Video Production A world-class in-house studio delivering custom video production and customizable educational videos that can be leveraged on advisor websites, social media accounts, at events, and in-office use.
• Turnkey Educational Workshops (MSS, PRP, TAA) Turnkey educational workshop programs including MSS (Maximizing Social Security), PRP (Protected Retirement Plan), TAA (Tax Advantaged Annuity), and the Maximizing Social Security Syndicated Webinar. Each program provides presentation materials, scripting, training, and customization support, generating an average direct mail response rate of over 1%.
• Marketing Services A full team of marketing associates equipped to help financial advisors develop their brand presence, coordinate marketing efforts, and build their business. Includes Graphic Design (logos, branded collateral, event materials, marketing flyers), Digital and Video (websites, social media, video production, virtual tools), and Turnkey Educational Workshops with data analytics and dedicated support.
• Advisor Growth Forum A monthly event providing an inside-look into the sales, marketing, and operational strategies that have helped financial advisors and agents across the nation create compounding growth year-after-year.
• Advanced Sales Training An in-person event designed for financial professionals looking to improve their overall sales proficiency. Covers lead generation, closing new clients, shifting prospect mindsets from performance to income protection, and embracing a complete sales process. Average AST attendee grew production by 64% from 2020 to 2021.
• Simplicity University A virtual event series that helps advisors stay informed on the latest developments in the life insurance and annuity business by providing field-tested sales and marketing strategies plus updated product information from the nation's top carriers. Each virtual event provides sales scripts, execution steps, production strategies, and more.
• Wealth Forum A virtual event series that explores how a Simplicity Wealth partnership can help growth-minded advisors solve investors' biggest challenges by delivering distinctive value and simplified investment management.

Quantifiable outcome

• $10Bn+ annual Annuity Sales
• +5 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

13 partnerships are on record, tiered core and flagship.

• Oxbow Marketing CompanycoreStrategic or Co-development Partner · 6 October 2021Ohio-based exclusive wholesale distributor of industry-leading life and annuity products in business for over 35 years. Acquired by Simplicity Group on October 6, 2021 as the 28th distribution business to join the group and the 10th added in 2021. Led by industry veteran Robb Daugherty, who became a Simplicity Partner.
• Sawtooth Solutions, LLCflagshipStrategic or Co-development Partner · 14 September 2021Minneapolis-based leading provider of unified managed account investment solutions for independent wealth advisors; acquired by Simplicity Group on September 14, 2021 to enhance the wealth advisory offering with market-leading UMA technology. Sawtooth provides access to hundreds of third-party asset managers and institutional-quality operating services, and is now available across the entire Simplicity distribution network.
• Advisors Resource, LLCcoreStrategic or Co-development Partner · 9 August 2021Minneapolis-based leading provider of insurance, annuity, and LTC products founded in 2006. Acquired by Simplicity Group on August 9, 2021 as the 26th distribution business to join the group. Founders Tim Mastel and Dave Wohlwend and Chief Growth Officer Tom Burns joined Simplicity as Partners.
• Insurance Network America (INA)coreStrategic or Co-development Partner · 15 June 2021Leading wholesale provider of life insurance, annuities, long-term care, and small group health insurance products serving independent agents for over 30 years. Joined Simplicity Group on June 15, 2021 as the 24th organization in the group. Founder Jerry Hartman transitioned into retirement and Lauri Beck assumed management as Simplicity's newest Partner, operating from Idaho and Minnesota offices.
• Guardian Financial GroupcoreStrategic or Co-development Partner · 6 May 2021Provides specialized financial planning tailored to the unique needs of religious leaders and their families. Acquired by Simplicity Group effective May 3, 2021 (announced May 6, 2021) as the 23rd organization to join the group. Jerry Whitley and Sharon Whitley, founders of Guardian Financial Group, became Simplicity Partners; offices in Mansfield, Texas serve clients nationwide.
• American Financial Network, LLCcoreStrategic or Co-development Partner · 20 April 2021Specialty life and annuity insurance distribution business serving independent professionals, founded and led by Gregory E. Nemec and Greg A. Nemec. Joined Simplicity Group effective March 31, 2021 (announced April 20, 2021) as the 22nd organization to join the group and has begun re-branding to Simplicity.
• Sunderland GroupcoreStrategic or Co-development Partner · 15 April 2021One of the longest-standing health, life, and annuity distribution businesses in the independent space, providing wholesale life and annuity products for over five decades. Acquired by Simplicity Group effective March 31, 2021 (announced April 15, 2021) as the 21st organization to join the group. Co-owners Brad Sunderland and Derek Sunderland became Simplicity Partners.
• Lenz Financial GroupcoreStrategic or Co-development Partner · 13 April 2021Portland-based national full-service brokerage distributing life, annuity, and long-term care insurance products, founded in 1988. Joined Simplicity Group effective March 31, 2021 (announced April 13, 2021) as the 20th organization in the group. Owner John Lenz became a Simplicity Partner; Lenz remains an Associate Member of Insurance Designers of America and John remains with the Leaders Group.
• Advisors Financial Group Inc.coreStrategic or Co-development Partner · 23 February 2021Raleigh, North Carolina-based independent life and annuity insurance distribution business with an open-architecture platform positioning financial professionals as consultants. Joined Simplicity Group effective February 1, 2021 (announced February 23, 2021) as the 19th organization in the group. Greg Patterson became a Simplicity Partner while continuing as a registered principal with ProEquities and member of Insurance Designers of America.
• Producer Resources Inc.coreStrategic or Co-development Partner · 19 January 2021High-touch boutique distribution business specializing in life insurance product knowledge and operational support for independent insurance agents and financial advisors, founded in 2014. Joined Simplicity Group effective January 1, 2021 (announced January 19, 2021) as the 18th organization in the group. Michael Kasula became a Simplicity Principal.
• Simplicity GroupflagshipStrategic or Co-development PartnerDaly Insurance Brokerage Services (now Simplicity Southington) is an operating subsidiary within the Simplicity Group of companies. Simplicity Group is one of the nation's largest and fastest-growing financial product distribution companies, providing institutional-grade marketing, training, technology, and back-office resources to its distribution businesses. Daly Brokerage is part of a network that grew to 28+ distribution businesses as of October 2021.
• F&G (Fidelity & Guaranty Life Insurance Company)flagshipStrategic or Co-development PartnerF&G partnered with Simplicity Group to co-develop and launch F&G ExecuDex, a Fixed Index Universal Life Insurance (FIUL) product with real-time InstApproval underwriting. ExecuDex is exclusively available through Simplicity Group operating subsidiaries (including Daly Brokerage / Simplicity Southington) and provides qualified consumers with instantaneous coverage decisions without a medical exam. Announced April 22, 2021.
• Leaders GroupcoreChannel Partner/ Reseller/ DistributorBroker-Dealer relationship through which Variable Annuity (VA) and Registered Index Linked Annuity (RILA) products are sold; agents placing VA and RILA business through Daly Brokerage / Simplicity Southington must be securities licensed through Leaders Group.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ash Brokerage: Wholesale life insurance and annuity distributor serving independent financial professionals across the U.S. with case design, underwriting, and practice-management support. Directly comparable to Daly/Simplicity Southington in the wholesale BGA distribution model and core product focus on life and annuity placement.
• Kestra Financial: Independent wealth and insurance distribution platform supporting financial advisors with a multi-channel product shelf spanning annuities, life insurance, and wealth. Directly comparable to Daly/Simplicity Southington in serving independent financial professionals with a curated carrier shelf and advisor enablement programs.
• Crump Life Insurance Services: Wholesale life insurance distributor (now part of Penn Mutual) serving independent advisors with case design, underwriting expertise, and multi-carrier product access. Directly comparable to Daly/Simplicity Southington in the wholesale life and annuity distribution model serving independent producers.
• M Holdings (formerly M Financial Group): Wholesale distribution and BGA platform serving independent financial advisors and producers with life insurance, annuity, and wealth products. Comparable to Daly/Simplicity Southington in operating an open-architecture BGA model with proprietary member-firm services, case design, and underwriting support.

Broad incumbents

• Osaic (formerly Advisor Group / Ladenburg Thalmann): Large independent broker-dealer and wealth platform supporting thousands of financial professionals with insurance, annuity, and investment product distribution. Comparable to Daly/Simplicity Southington as a large-scale platform serving independent advisors with institutional product access, though operating primarily through the broker-dealer channel.
• Cetera Financial Group: Independent wealth management and insurance distribution platform serving financial advisors with a broad product shelf across annuities, life, and wealth. Comparable to Daly/Simplicity Southington in serving independent advisors with institutional-grade technology and product access, though Cetera operates a broker-dealer model with broader scale.
• Integrity Marketing Group: One of the largest independent distributors of life and annuity products in the U.S., built through a roll-up of BGAs and IMO/FMO distribution businesses. Highly comparable to Simplicity Group/Daly in BGA consolidation model, multi-carrier open-architecture distribution, and proprietary advisor technology stack.
• Simplicity Group Holdings: Parent operating umbrella for Daly Brokerage / Simplicity Southington and 27+ other distribution businesses; operates the Sawtooth UMA, LifeLink, ExecuDex, and Studio One platforms that Daly leverages. Comparable as the consolidated group with the same distribution and technology playbook, just at much greater scale.
• OneDigital: National independent insurance, wealth, and HR advisory firm serving advisors and employers with retirement, life, disability, and LTC products. Comparable to Daly/Simplicity Southington as a scaled consolidator in the independent insurance and wealth distribution space, though with a stronger employee-benefits orientation.

Emerging players

• World Financial Network / World Insurance Associates: Consolidator in the independent insurance distribution channel, including life, annuity, and wealth products distributed through affiliated producers. Comparable to Daly/Simplicity Southington in operating as a roll-up acquirer of insurance distribution businesses and serving independent agents and advisors with a multi-product shelf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/simplicitygroupholdings
• Xx.com/DalyBrokerage
• Facebookfacebook.com/dalybrokerage

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Daly Insurance Brokerage Services