Combined Benefits United

What Combined Benefits United does

Combined Benefits United (CBU), founded in 2001 by Raymond Vallee, Jr. and headquartered at 77 Water Street, Hallowell, Maine, is a privately held financial services marketing and business development organization. The company operates as an umbrella brand over several sub-brands: CBU Advantage (Medicare sales transformation), CBU Benefits (supplemental insurance distribution), Back Pocket Benefits (wellness division), The Fieldstone Studio (media production), and Client Builder Training (sales training/mentorship). CBU primarily serves financial advisors, RIAs, wealth managers, and Medicare brokers, helping them address declining marketing conversion rates, lack of proven prospecting systems, business structuring challenges, and compliance complexity. The firm runs advisor-designed in-person seminars with ROI guarantees, distributes guaranteed-issue life, critical illness, and accident insurance through Transamerica, and partners with Foundations Investment Advisors (a top-20 fastest growing RIA) to provide investment management and fintech tooling.

CBU's business model is built on five revenue streams: insurance commissions/fees from supplemental benefits distribution (CBU Benefits), Medicare broker support services (CBU Advantage), AUM-adjacent investment management distribution via Foundations Investment Advisors, transaction fees from group/association enrollment into Transamerica products, and professional services fees from Client Builder Sales Training and Referral Pro! programs. Marketing is multi-channel — in-person seminars, video/multimedia content syndication across online, TV, radio, and podcasts, organic social (Facebook, Instagram, LinkedIn, YouTube), and referral/partner networks. The go-to-market motion is sales-led and event-driven, with channel partner enablement through Foundations IA and Transamerica.

With 1-10 employees, CBU does not build proprietary technology; instead, it relies on partner-provided platforms and an experienced bench of senior life agents, annuity advisors, divisional managing partners, and a CFO, COO, VP of Sales & Marketing, and Creative Director. The company has operated for 24+ years without disclosed external funding, maintains no patents or AI/ML capabilities, and derives brand reinforcement from its sponsorship of the Travis Mills Foundation (a post-9/11 veteran nonprofit) through the Valleepalooza fundraiser. Revenue, ARR, and headcount growth metrics are not publicly disclosed, and the firm has not pursued acquisition, M&A, or institutional capital.

Name

Combined Benefits United

Legal name

Combined Benefits United

Website

https://cbuteam.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Combined Benefits United is a privately held financial services marketing and distribution organization that helps financial advisors, RIAs, and Medicare brokers grow through in-person seminars, prospecting systems, sales training, and insurance/investment product distribution via sub-brands CBU Advantage, CBU Benefits, Back Pocket Benefits, and The Fieldstone Studio.

Ownership category

akta.pro rank

Product category

Financial Advisory Marketing Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Employee Benefits Brokerage & Consulting (FSAEADAC)

akta.pro secondary industries

Benefits Administration & Enrollment Support (BPAAAIAB), Benefits Administration (BPACAPAC), Group/Employer-Sponsored Critical Illness & Hospital Indemnity (FSAIAKAD), Taft-Hartley / Union Multiemployer Group Health Plans (FSAIAFAG)

Keywords

• Financial advisor marketing
• Insurance agent support
• Medicare sales transformation
• Supplemental benefits distribution
• Fixed indexed annuities

Headquarters

HQ city

Hallowell

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, Others

Revenue model

1. Insurance Solutions - Supplemental Benefits: Revenue from supplemental benefits division (CBU Benefits) providing supplemental health coverage, critical illness, and accident plans.
2. Insurance Solutions - Medicare: Revenue from Medicare sales transformation services through CBU Advantage division for Medicare brokers.
3. Investment Management: Revenue from investment management services through partnership with Foundations Investment Advisors, providing AUM-based advisory services.
4. Group/Association Enrollment Services: Revenue from enrolling large groups, associations, and unions into guaranteed issue life insurance backed by Transamerica. Services include mobile self-serve, call center supported, and in-person enrollments with direct billing.
5. Training & Mentorship Programs: Revenue from Client Builder Sales Training and Referral Pro! programs for agents and advisors.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Combined Benefits United (CBU Team) provides business development, marketing, sales training, and operational support services to financial advisors, RIAs, wealth managers, Medicare brokers, and insurance agents. Its core deliverables include in-person seminar execution, prospecting systems, Client Builder Sales Training, and Referral Pro! mentorship, along with distribution services for supplemental benefits, Medicare plans, fixed indexed annuities, and Transamerica-backed insurance products through wholly-owned sub-brands CBU Benefits, CBU Advantage, and Back Pocket Benefits.

Product overview

Combined Benefits United operates as a multi-brand financial services marketing and business development organization offering a portfolio of distinct products and services. The core CBU Team brand provides marketing support, prospecting systems, and business training for financial advisors and insurance agents. The product suite includes two insurance-focused sub-brands: CBU Benefits (supplemental benefits) and CBU Advantage (Medicare sales transformation), plus Back Pocket Benefits (wellness division). Training products include Client Builder Sales Training and Referral Pro! programs. Additional offerings span in-person seminars, investment management services through Foundations Investment Advisors partnership, Transamerica-backed insurance products, and media/content creation services. All products are designed to help advisors increase conversion rates, improve ROI, and build more valuable businesses.

Differentiator

Problem solved

Functional benefit

Brands

• CBU Advantage: Medicare sales transformation partner that helps Medicare brokers navigate complex regulations and grow their business.
• CBU Benefits
• Back Pocket Benefits
• Client Builder Training

Products and services

• CBU Team Business Development & Marketing Support Core CBU Team brand providing business development, marketing support, prospecting systems, and operational guidance for financial advisors and insurance agents seeking to grow AUM and improve marketing ROI.
• CBU Benefits (Supplemental Benefits) Supplemental benefits division helping insurance agents maximize supplemental offerings to businesses, addressing rising health costs with critical illness and accident plans.
• CBU Advantage (Medicare Sales Transformation) Medicare sales transformation partner helping Medicare brokers navigate complex Medicare regulations, market themselves more effectively, and grow their beneficiary base.
• Back Pocket Benefits (Wellness Division) Wellness division providing actionable guidance to insurance agents on supplemental offerings, revenue growth, and maximizing benefits for business clients.
• In-Person Seminars Standalone in-person seminar service where CBU handles marketing, logistics, and room-filling while financial advisors present their expertise to qualified prospects, with guaranteed ROI.
• Client Builder Sales Training Structured sales training program using psychological and methodological approaches to help financial advisors and insurance agents adapt to modern technology and improve client conversion rates.
• Referral Pro! Referral-focused training program designed to help advisors generate qualified leads through systematic referral strategies.
• Investment Management Services (via Foundations Investment Advisors) Investment management and advisory services delivered through a partnership with Foundations Investment Advisors (top 20 fastest growing RIA), providing portfolio management, financial planning, branding, fintech tools, and case design that blends AUM with Fixed Index Annuities.
• Group Insurance Enrollment Services (Transamerica-backed products) End-to-end enrollment service for large groups, associations, and unions into guaranteed issue life insurance, critical illness, and accident plans backed by A+ rated carrier Transamerica, with mobile self-serve, call center, phone, and in-person enrollment plus direct billing and direct pay.
• The Fieldstone Studio Media Production Media production service providing marketing and branding including video content, brand development, and digital asset creation for financial advisors and insurance agents.

Named customers3 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

Partnerships

Three partnerships are on record, tiered core and minor.

• Foundations Investment AdvisorscoreStrategic or Co-development PartnerStrategic partnership with Foundations Investment Advisors, one of the top 20 fastest growing RIAs in the country. CBU partners with Foundations to ensure asset management is easier for advisors and clients. Foundations provides major connections, exclusive portfolios, and integrated financial technology. Stephanie Jones serves as Chief Business Development Officer at Foundations representing the partnership.
• TransamericacoreChannel Partner/ Reseller/ DistributorA+ rated insurance carrier providing guaranteed issue life insurance, critical illness, and accident plans. CBU enrolls large groups, associations, and unions into these products. Enrollments available via mobile self-serve, call center, phone, or in-person with direct billing and direct pay options.
• Travis Mills FoundationminorGTM or Marketing PartnerCBU is a proud sponsor of The Travis Mills Foundation, a nonprofit supporting post-9/11 veterans injured in active duty. CBU participates in community outreach and fundraising through Valleepalooza events to support veteran causes.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Equis Financial: Equis Financial is a life insurance and retirement IMO serving independent agents with training, lead programs, and carrier access. Comparable to CBU's insurance distribution and training functions.
• World Financial Group (WFG): WFG is a Transamerica-affiliated multi-level financial services marketing organization that recruits and enables insurance agents and financial advisors with training, lead generation, and product access. CBU's Transamerica carrier partnership and advisor-training model mirror WFG's structure, though CBU operates at much smaller scale.
• Advisors Excel: Advisors Excel is a financial services marketing organization that provides FMOs/IMOs services to independent financial professionals, including lead generation, marketing assets, and practice management—directly comparable to CBU Team's advisor enablement offering.
• Symmetry Financial Group: Symmetry is a large IMO providing life insurance, retirement solutions, and lead-generation/training infrastructure to independent agents. Its agent enablement model and supplemental product focus overlap directly with CBU Benefits and Back Pocket Benefits.
• HealthMarkets: HealthMarkets is an insurance brokerage distributing individual, family, and supplemental health/Medicare plans through a national agent network—a direct comparison to CBU Advantage's Medicare broker enablement model.

Broad incumbents

• F&G Annuities & Life: F&G is a major fixed indexed annuity and life insurance provider that distributes through IMOs and advisors. CBU's investment management offering (blending AUM with FIAs via Foundations) targets the same advisor channel.
• Integrity Marketing Group: Integrity is a large, PE-backed acquirer of IMOs and insurance agencies, providing scale distribution, technology, and capital. It is a broader incumbent that competes with CBU for advisor mindshare and is the likely consolidation counterweight for smaller IMO/benefit-brokerage models.
• Globe Life: Globe Life is a publicly traded insurance carrier with a strong worksite and individual supplemental life/health distribution model—comparable to CBU Benefits' supplemental focus via Transamerica.
• Bankers Life: Bankers Life is a large insurance and financial services distributor focused on middle-income Americans, offering life, supplemental health, and Medicare products. It competes with CBU Advantage and CBU Benefits at the carrier-distribution layer.

Emerging players

• GoHealth: GoHealth is a Medicare-focused insurance marketplace and lead-generation platform that competes for the same Medicare broker end-clients that CBU Advantage serves, but via a more tech-enabled, venture-backed model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/cbuteam
• Facebookfacebook.com/cbuteam
• LinkedInlinkedin.com/company/combinedbenefitsunited
• Instagraminstagram.com/thecbuteam
• Xx.com/CBUteam

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 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 Combined Benefits United