James M Morrison Insurance Services

What James M Morrison Insurance Services does

James M. Morrison Insurance Services, Inc. is an independent insurance and employee benefits brokerage founded in 2002 by Jim Morrison and headquartered in Carlsbad, California. The firm designs, places, and administers customized group and voluntary benefit programs for small to midsize employers (2 to 2,500 employees), with additional services for individual consumers seeking health, dental, Medicare supplement, and life coverage. Service offerings span medical insurance (PPO, HMO, EPO, HRA, HSA), dental, vision, group and individual life, short- and long-term disability, 401(k) and pension/profit-sharing plans, Section 125 cafeteria plans with FSAs, Health Savings Accounts, COBRA administration, voluntary benefits (pet, legal), and self-funded multi-state corporate programs.

The firm operates a consultative, sales-led distribution model delivered through licensed agents and account managers, supplemented by direct-to-consumer online quoting via QuoteIt and client-facing portals including Employee Navigator, Ease Central, ViewMyBenefitsOnline, and MyWaveConnect. There is no proprietary technology platform; the stack consists entirely of third-party SaaS tools standard to independent benefits brokerages. Revenue is generated on a transaction-fee basis through insurance brokerage commissions paid by carriers based on premium volume placed, with no disclosed subscription or fee-for-service pricing.

The firm is licensed in 16 U.S. states and represents more than 50 insurance carriers, including Aetna, UnitedHealthcare, CIGNA, Blue Cross and Blue Shield of California, Kaiser Permanente, Humana, MetLife, Principal, Delta Dental, AFLAC, Lincoln Financial, VSP, and others. Morrison operates as a privately held, bootstrapped company with no venture capital, private equity, or parent-company backing, and no M&A history. Leadership is concentrated around founder Jim Morrison (RHU, REBC, CLU, HIP, CHRS), supported by a team of approximately 15 account managers, agents, and administrative staff, with no disclosed AI/ML capabilities or proprietary technology IP.

Name

James M Morrison Insurance Services

Legal name

James M. Morrison Insurance Services, Inc.

Website

https://misbenefits.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Independent insurance and employee benefits brokerage founded in 2002 and based in Carlsbad, California, designing and administering group and voluntary benefit programs for small to midsize employers and individual consumers across 16 states via a 50+ carrier panel.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Employee Benefits Services

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

Small Group Health Insurance (2–50/100) (FSAIAFAD)

akta.pro secondary industries

Individual Health Insurance Brokerage & Distribution (FSAIAEAL), Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Employee benefits brokerage
• Group health insurance
• Voluntary benefits administration
• Small business insurance
• Insurance agency services

Headquarters

HQ city

Carlsbad

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: The firm operates as an independent insurance agency/broker earning commissions from insurance carriers for placing employee benefits and insurance business. Commissions are paid by insurance carriers based on premium volume placed.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

James M Morrison Insurance Services is an independent insurance brokerage that designs and administers employee benefits programs for small to midsize businesses (2 to 2,500 employees). The firm places medical, dental, vision, life, disability, 401(k), Section 125 cafeteria plan, HSA, COBRA, voluntary, pet, and legal insurance through 50+ carrier relationships. It also serves individual consumers with health, Medicare supplement, and dental coverage through online quoting and direct consultation.

Product overview

Morrison Insurance Services is an independent insurance and employee benefits brokerage firm that designs and administers customized insurance programs for small to midsize businesses (2 to 2500 employees). Rather than a unified software platform, the firm offers a portfolio of professional insurance services centered around Medical Insurance Plans (covering indemnity, PPO, EPO, HMO, HRA, and HSA options), Section 125 Cafeteria Plan administration with Flexible Spending Accounts, Life Insurance, Long Term Disability Insurance, 401(k) Plans, Dental Plans, Vision Plans, and Voluntary Plans. The firm also provides ancillary services including Health Savings Accounts, COBRA Administration, Online Enrollment Programs, and Self-Funded Insurance Programs for multistate corporate groups. Services are delivered through an independent agency model, researching the insurance marketplace to create programs providing greatest value for premium dollars, and is currently licensed in 16 states.

Differentiator

Problem solved

Functional benefit

Products and services

• Medical Insurance Plans Group and individual medical insurance offerings including indemnity, PPO, EPO, HMO, HRA, and HSA plan designs for small startups through multi-state corporate groups up to 2,500 employees.
• Dental Insurance Plans Dental coverage including indemnity, PPO, and DMO plan options for employee groups and individuals.
• Vision Insurance Plans Vision insurance plans offered as part of employee group benefit packages.
• Life Insurance Group and individual life insurance marketplace services for small startup group plans and multi-state corporate group plans up to 1,000 employees.
• Long Term Disability Insurance Disability insurance replacing up to 66 2/3% of an employee's income up to age 67 in cases of catastrophic illness or injury, including rehabilitation and return-to-work services.
• Short Term Disability Insurance Short-term disability coverage offered as part of employee benefits packages.
• 401(k) Plans Qualified deferred compensation retirement plans enabling employees to save on a pre-tax basis through elective contributions, with plan design and administration.
• Section 125 Cafeteria Plan / Flexible Spending Accounts Section 125 cafeteria plan administration allowing employees to pay for group insurance benefits, unreimbursed medical expenses, and dependent care with pre-tax dollars, including Premium Payment, Medical Reimbursement, Dependent Care Reimbursement, and Personal Policy accounts.
• Health Savings Accounts (HSA) Tax-advantaged savings accounts for individuals enrolled in high-deductible health plans to pay for qualified medical expenses.
• COBRA Administration Administration services for Consolidated Omnibus Budget Reconciliation Act continuation coverage for employers and former employees.
• Voluntary Benefits Plans Payroll-deduction voluntary benefit plans allowing employers to offer a complete line of supplemental insurance without bearing direct costs.
• Self-Funded Insurance Programs Partially self-funded multi-state corporate group insurance programs for larger employers seeking cost management and customized plan design.
• Online Enrollment Programs Internet-based enrollment services including online quoting, secure summary benefits, and email web forms for group benefits administration.
• Pension and Profit Sharing Plans Pension and profit-sharing plan administration services, including 401(k) offerings.
• Pet Insurance Pet insurance offered as a voluntary employee benefit.
• Legal Plans Group legal insurance plans offered as voluntary employee benefits.
• Individual Insurance Quotes Individual health, dental, Medicare supplement, and child-only health insurance quoting services for individuals and families.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

29 partnerships are on record, tiered core and minor.

• Aetna U.S. HealthcarecoreChannel Partner/ Reseller/ DistributorMajor national health insurance carrier represented by Morrison Insurance Services for group and individual health coverage.
• Blue Cross of CaliforniacoreChannel Partner/ Reseller/ DistributorMajor California health insurer represented for group and individual coverage.
• Blue Shield of CaliforniacoreChannel Partner/ Reseller/ DistributorMajor California health insurer represented for group and individual coverage.
• CIGNAcoreChannel Partner/ Reseller/ DistributorMajor national health and life insurance carrier represented for group coverage.
• UnitedHealthcarecoreChannel Partner/ Reseller/ DistributorMajor national health insurance carrier represented for group and individual coverage.
• Kaiser Permanente-CaliforniacoreChannel Partner/ Reseller/ DistributorMajor California HMO represented for group and individual coverage.
• HumanacoreChannel Partner/ Reseller/ DistributorMajor national health and life insurance carrier represented for group coverage.
• MetLifecoreChannel Partner/ Reseller/ DistributorMajor national life and benefits carrier represented for group life and dental coverage.
• Principal Financial GroupcoreChannel Partner/ Reseller/ DistributorMajor retirement and benefits carrier represented for 401(k) and group benefits.
• Delta DentalcoreChannel Partner/ Reseller/ DistributorMajor dental insurance carrier represented for group and individual dental coverage.
• AFLACcoreChannel Partner/ Reseller/ DistributorSupplemental insurance carrier (voluntary benefits) represented for workplace benefits.
• Lincoln Financial GroupcoreChannel Partner/ Reseller/ DistributorMajor financial services and insurance carrier represented for life and retirement products.
• NationwidecoreChannel Partner/ Reseller/ DistributorMajor insurance carrier represented for various property, casualty, and benefits coverage.
• The HartfordcoreChannel Partner/ Reseller/ DistributorMajor carrier represented for employee benefits and property/casualty coverage.
• Transamerica LifecoreChannel Partner/ Reseller/ DistributorMajor life insurance carrier represented for group and individual life coverage.
• UNUM ProvidentcoreChannel Partner/ Reseller/ DistributorMajor disability and benefits carrier represented for LTD and life coverage.
• Mutual of OmahacoreChannel Partner/ Reseller/ DistributorMajor insurance carrier represented for life, health, and supplemental coverage.
• Pacific LifecoreChannel Partner/ Reseller/ DistributorMajor life insurance and annuity carrier represented for group benefits.
• GuardiancoreChannel Partner/ Reseller/ DistributorMajor life and employee benefits carrier represented for dental, vision, and life coverage.
• Sharp Health PlancoreChannel Partner/ Reseller/ DistributorCalifornia-based health plan represented for group coverage in San Diego region.
• Health NetcoreChannel Partner/ Reseller/ DistributorMajor California health plan represented for group and individual coverage.
• American Specialty Health PlansminorChannel Partner/ Reseller/ DistributorHealth plans carrier represented for specialty health programs.
• AmeritasminorChannel Partner/ Reseller/ DistributorDental and vision carrier represented for group coverage.
• Assurant HealthminorChannel Partner/ Reseller/ DistributorHealth insurance carrier represented for group coverage.
• California ChoiceminorChannel Partner/ Reseller/ DistributorCalifornia-based health plan represented for small group coverage.
• BRS COBRAminorImplementation/ SI/ Consulting PartnerCOBRA administration service provider partnered with Morrison for compliance services.
• Cobra Compliance Systems, Inc.minorImplementation/ SI/ Consulting PartnerCOBRA compliance service provider partnered for administration services.
• TASCminorImplementation/ SI/ Consulting PartnerSection 125 and compliance administration service provider partnered for cafeteria plan services.
• Vision Service Plan (VSP)coreChannel Partner/ Reseller/ DistributorMajor vision insurance carrier represented for group coverage.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• OneDigital: National employee benefits and insurance brokerage focused on mid-market employers (the same 50–2,500 employee band Morrison targets). Operates an advisor-led model with multiple carrier relationships and competes directly for the same clients in California and beyond.
• NFP (an Aon company): Mid-market benefits and property/casualty brokerage with strong SMB employer benefits practice and a multi-carrier placement model. Closely comparable business model to Morrison: independent agency serving 50–5,000 life employer clients with bundled benefits, retirement, and voluntary offerings.
• Alliant Insurance Services: Specialty insurance brokerage with significant employee benefits practice serving mid-market and large employers. Comparable to Morrison in carrier breadth, multi-state reach, and benefits-bundling approach, though materially larger in scale.
• USI Insurance Services: Mid-market-focused insurance brokerage with a strong employee benefits and 401(k) practice and broad carrier access. Direct competitor for the same 100–2,500 employee employer segment and the same bundled benefits sale.
• Heffernan Insurance Brokers: Mid-sized independent insurance brokerage with strong California/West Coast presence and employee benefits focus. Highly comparable to Morrison on independent agency model, SMB/mid-market employer segment, and multi-carrier benefits placement.
• Bolton & Company: Mid-market employee benefits and insurance brokerage serving California and Western U.S. employers. Direct competitor on size, geography, and benefits-bundling proposition, with comparable independent multi-carrier placement approach.

Broad incumbents

• Lockton Companies: Largest independent insurance brokerage in the U.S., with deep employee benefits practice serving mid-market through enterprise clients. Comparable carrier-shopping model and benefits-bundling, but operates at materially larger scale with national reach.
• Hub International: Large North American insurance brokerage with mid-market benefits practice. Comparable carrier relationships and SMB/mid-market employer focus, but with substantially broader geographic footprint and product breadth.
• Brown & Brown Insurance: National insurance brokerage and benefits intermediary with significant SMB/mid-market benefits segment. Competes for the same employer clients through carrier relationships and benefits-bundling offerings, at materially larger scale.

Emerging players

• SimplyInsured: Tech-enabled small-group health insurance broker targeting very small employers (1–50 employees). Overlaps with Morrison on small-group and individual health placement, but bypasses the traditional advisor relationship via direct online enrollment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 James M Morrison Insurance Services