Pinney Insurance Center, Inc

What Pinney Insurance Center, Inc does

Pinney Insurance Center, Inc is a privately-held, full-service life insurance brokerage operating as a Brokerage General Agency (BGA) and Insurance Marketing Organization (IMO), headquartered in Roseville, California. Founded approximately 44 years ago (with a founding date cited as 1980 in company history), Pinney serves as an intermediary between independent insurance agents and over 60 contracted life, annuity, disability, long-term care, Medicare, and specialty insurance carriers, distributing products including term and universal life, simplified issue life, fixed/indexed/SPIA annuities, disability income and overhead, long-term care (individual, group, association, and hybrid life/LTC and annuity/LTC structures), Medicare supplements, critical illness, and retirement plan designs. The company also offers ancillary services such as insurance valuation, policy assessment, and life settlements.

The platform is built on a stack of integrated third-party technologies rather than primarily proprietary infrastructure: iPipeline for quoting, case management, and e-application submission (iGO); Insureio CRM for agent workflow and marketing automation; XRAE for rule-based medical underwriting pre-screening; SuranceBay SureLC for online carrier contracting; AnnuityRateWatch for fixed and indexed annuity rate comparison; and GoHighLevel for marketing campaign tracking. The most defensible proprietary layer is human: an in-house underwriting team including an on-staff Medical Director with seats on Swiss Re, Gen Re, and Hannover Re reinsurance manuals, supplemented by impaired-risk questionnaires and multi-carrier matrices covering 50+ health conditions. Network memberships in LIBRA Insurance Partners and PLAN extend carrier access beyond what Pinney could contract individually.

Pinney earns revenue through commission overrides from carriers when agents place business through its brokerage, with agents receiving custom payouts and hierarchy overrides and the firm retaining the override. Go-to-market combines sales-led brokerage management, channel distribution through independent agent networks, and self-serve digital onboarding via the agent portal, mobile app, and online contracting. The company targets SMB independent insurance agents and mid-market brokerages across the United States, with a stated base of 5,000+ agents helped over its history and 101-250 employees.

Name

Pinney Insurance Center, Inc

Legal name

Pinney Insurance Center, Inc

Website

https://pinneyinsurance.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

Pinney Insurance Center is a privately-held life insurance brokerage general agency that connects 5,000+ independent insurance agents to 60+ contracted carriers, providing life, annuity, disability, long-term care, and Medicare products through an integrated quoting, CRM, and underwriting platform.

Ownership category

akta.pro rank

Product category

Wholesale Life Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)

Keywords

• Wholesale insurance brokerage
• Life insurance distribution
• Annuity products
• Impaired risk underwriting
• Insurance agent support

Headquarters

HQ city

Roseville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission-based brokerage fees: Pinney Insurance operates as a wholesale insurance brokerage (BGA/IMO) earning commissions from insurance carriers when agents place business through their platform. The company offers competitive compensation with custom payouts and hierarchy overrides. Agents receive commission payouts while Pinney earns override commissions from carriers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pinney Insurance Center is a wholesale life insurance brokerage (Brokerage General Agency / Insurance Marketing Organization) that distributes life insurance, annuity, disability, long-term care, Medicare/health, and retirement products from 60+ contracted carriers to independent insurance agents. It provides agents with carrier appointments, quoting through iPipeline, case management, in-house underwriting support including a Medical Director with reinsurance manual access, advanced markets case design, and commission processing — supported by Insureio CRM, XRAE underwriting pre-screening, and online contracting through SureLC.

Product overview

Pinney Insurance Center, Inc is a full-service life insurance brokerage operating as a business-to-business platform for independent insurance agents. The company offers a unified platform combining multiple product lines (life insurance, annuities, disability, long-term care, Medicare/health, and retirement planning) with technology solutions for quoting, case management, and application fulfillment. Core products include Term Life, Universal Life, Simplified Issue Life, Fixed/Indexed/SPIA Annuities, Disability Insurance, Long Term Care (individual, group, association, and hybrid life/LTC and annuity/LTC products), Medicare supplements, critical illness, dental, and vision coverage. The technology stack includes Insureio CRM for agent workflow management, iPipeline integration for quoting and case processing, XRAE for medical underwriting pre-screening, and Annuity Rate Watch for rate comparisons. The company also provides advanced markets resources, policy assessment services, life settlements, and carrier underwriting guides supporting agents with 60+ contracted carriers.

Differentiator

Problem solved

Functional benefit

Brands

• Insureio: Insurance CRM software system built by insurance agents for insurance agents, including pre-built marketing emails, full campaigns, and customizable reporting
• iPipeline
• EZLifeSales
• XRAE
• Tools of the Trade

Products and services

• Term Life Insurance Temporary life insurance coverage with fixed premium for a specified period (typically 10-30 years), providing a death benefit without cash value accumulation; distributed to independent agents for placement with individuals and families across multiple carriers.
• Universal Life Insurance Flexible premium permanent life insurance with cash value accumulation and an adjustable death benefit; includes IUL (Indexed Universal Life) products that tie cash value growth to a market index with downside protection. Distributed to independent agents for high-net-worth and estate planning clients.
• Simplified Issue Life Insurance Life insurance with streamlined underwriting requiring no medical exam and offering faster approval for clients who may not qualify for traditional fully underwritten coverage; distributed through Pinney to independent agents.
• Fixed Annuities Insurance product providing guaranteed interest accumulation with fixed periodic payments, protecting against market volatility with predictable returns; distributed to independent agents for retirement-focused clients.
• Indexed Annuities Annuity with returns linked to a market index (such as the S&P 500) while providing guaranteed minimum return protection; distributed to independent agents through Pinney's multi-carrier platform.
• SPIA (Single Premium Immediate Annuities) Immediate annuity requiring a single premium payment with income starting immediately, with options for joint-and-survivor coverage and COLA inflation protection; distributed through Pinney Insurance.
• Disability Income Insurance Insurance protecting the insured's income stream if they become disabled, including income replacement, buyout, and overhead expense coverage options; distributed through Pinney to independent agents.
• Disability Buyout Insurance Business insurance enabling the remaining partners to buy out a disabled owner's stake in the business; arranged in advance through buy-sell agreements and distributed through Pinney.
• Disability Overhead Expense Insurance Covers business operating expenses such as rent, equipment leases, and employee salaries when the business owner is disabled, preventing business closure during recovery; distributed through Pinney Insurance.
• Individual Long Term Care Insurance Personal long-term care policies for individuals covering nursing home, homemaker, home health aide, and adult day care services; distributed through Pinney Insurance.
• Group Long Term Care Insurance Employer-sponsored long-term care coverage requiring a minimum of 5 applications, offering carrier-based savings through common employer allowance; distributed through Pinney Insurance.
• Association Long Term Care Insurance Long-term care coverage programs for association members with potential reduced premiums or benefit enhancements achieved through carrier partnerships; distributed through Pinney Insurance.
• Life/LTC Hybrid Insurance Hybrid policy combining life insurance with a long-term care rider, where the death benefit can be paid for LTC expenses before death, addressing the "use it or lose it" objection; distributed through Pinney Insurance.
• Annuity/LTC Hybrid Fixed annuity with a long-term care rider costing approximately 2-3% extra annually that can virtually eliminate the need for a standalone LTC policy, with some products available without underwriting; distributed through Pinney Insurance.
• Critical Illness Insurance Lump-sum payment at diagnosis of specified critical illnesses including heart attack, stroke, cancer, and organ transplant, with proceeds paid directly to the insured for flexible use; distributed through Pinney Insurance.
• Medicare Supplement Insurance Medigap coverage for Medicare beneficiaries covering deductibles, coinsurance, and copayments, with plans standardized by state under letters A-N; distributed through Pinney Insurance.
• Dental Insurance Ancillary dental coverage offered through a Morgan White Group partnership, with low-cost options available for individuals and families; referred through Pinney Insurance.
• Vision Insurance Vision coverage through Morgan White Group covering eye exams, frames, and lenses with estimated annual savings of $416 without insurance; referred through Pinney Insurance.
• 401(k) Plans Non-qualified 401(k) look-alike plans funded with universal life insurance, allowing business owners to defer income pre-tax while the business pays policy premiums; distributed through Pinney Insurance.
• Pension Plans Qualified retirement plans using life insurance within the plan structure, offering a more tax-efficient alternative to purchasing a policy with after-tax dollars; distributed through Pinney Insurance.
• Defined Benefit Plans Cash balance plans allowing business owners to save for retirement while providing a death benefit, combining with a profit-sharing plan for employee coverage; distributed through Pinney Insurance.
• Existing Plan Evaluation Review service for existing retirement plans with suggestions for increasing retirement income and life insurance protection; offered by Pinney Insurance.
• Insurance Valuation Services Third-party independent review of insurance financial assets analyzing the impact of varying interest rates, changing insurance costs, and market conditions; offered by Pinney Insurance.
• Policy Assessment Objective third-party analysis of existing life insurance coverage identifying policies in danger of lapsing, overpayment issues, and alternative solutions; offered by Pinney Insurance.
• Life Settlements Secondary market sale of unwanted life insurance policies, with ideal candidates typically being males age 70+ holding universal life policies with no outstanding loans; distributed through Pinney Insurance.
• Pinney Platforms B2B platform solutions bridging gaps for organizations offering insurance products, providing carrier access, expertise, simplified forms and processes for partner firms.
• Insureio CRM Insurance CRM software designed by insurance agents for insurance agents, including lead management, marketing automation, contact management, quoting, customizable reporting, and drop-ticket application submission integrated with e-signature, e-policy, and e-delivery; offered by Pinney Insurance with a free 30-day trial.
• iGO Application Submission E-application submission platform via iPipeline enabling end-to-end electronic processing of insurance applications with real-time tracking and case management; operated through Pinney Insurance's agent portal.
• XRAE Pre-screen Tool Medical underwriting pre-screening tool that processes 100,000+ rules across 600+ questions to determine best-case underwriting classification across partner carriers; offered through Pinney Insurance to support impaired risk and standard case placement.

Quantifiable outcome

• 44 years of industry experience supporting independent insurance agents
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• iPipelinecoreTechnology or IntegrationPrimary technology integration partner providing quoting platforms, case management, and product specification tools. Pinney integrates with iPipeline for term, universal life, whole life, indexed annuities, fixed annuities, MYG, and SPIA product quoting. Agents access the iPipeline platform through Pinney's agent portal for real-time quotes and case status tracking.
• Insureio TechnologiescoreTechnology or IntegrationInsurance-specific CRM software partnership. Insureio is marketed alongside Pinney's services as the CRM of choice for insurance agents. Pinney offers a free 30-day trial and recommends Insureio as the CRM system designed by insurance agents for insurance agents. Includes pre-built marketing emails, campaigns, customizable reporting, and drop-ticket application fulfillment integration.
• Morgan White GroupminorChannel Partner/ Reseller/ DistributorReferral partnership for vision and dental insurance products. Pinney directs agents and clients to Morgan White Group for vision and dental insurance offerings that complement the core life insurance and annuity products. Offered through Morgan White's insurance products.
• LIBRA Insurance Partners (formerly LifeMark Partners)coreStrategic or Co-development PartnerInsurance network membership providing Pinney agents with unparalleled access to top life insurance carriers for independent agents. LIBRA Insurance Partners is a major marketing organization (IMO/BGA) network that expands carrier access beyond what individual BGAs can offer.
• PLANcoreStrategic or Co-development PartnerInsurance network membership providing additional carrier access and market presence for Pinney's distribution network of independent agents.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Highland Capital Brokerage: Highland Capital Brokerage is one of the largest independent life insurance BGAs in the U.S., distributing life, annuity, and disability products from multiple top-rated carriers to independent financial professionals. Directly comparable to Pinney in BGA/IMO model, multi-carrier access, and producer-services orientation.
• Ash Brokerage: Ash Brokerage (acquired by Equitable) is a large life insurance BGA offering life, annuity, and long-term care solutions to financial professionals, with proprietary technology and case-design support. Same wholesale life brokerage model, same target customer (independent producers), and overlapping carrier roster.
• Senior Market Sales: Senior Market Sales is a leading insurance FMO/BGA specializing in life, annuity, Medicare supplement, and long-term care products for independent agents serving the senior market. Overlaps with Pinney on life/LTC/Medicare supplement distribution and producer-services technology.
• Brokers International: Brokers International is a life insurance and annuity BGA providing carrier access, marketing, and back-office support to independent agents. Directly comparable to Pinney in distribution model, product mix (life, annuities, LTC), and target segment (independent producers).
• Insurance Marketers Inc: IMI is an insurance marketing organization serving independent agents with life, annuity, disability, and Medicare products from multiple carriers. Same BGA/IMO model and producer-support orientation as Pinney, with comparable carrier roster and commission structure.

Broad incumbents

• National Western Life Insurance Group: National Western Life is a life and annuity carrier that also distributes through BGAs and independent agents. Comparable to Pinney from the carrier-distribution angle and overlaps in annuity and life product space, but operates as a primary underwriter rather than a wholesale broker.

Emerging players

• Policygenius: Policygenius is a digital insurance marketplace and broker distributing life, disability, and home/auto coverage online. It competes with Pinney's life brokerage end-customer business but bypasses the independent agent channel, representing an emerging alternative distribution model.
• SelectQuote: SelectQuote is a direct-to-consumer insurance distributor specializing in term life, final expense, and senior market products. It overlaps with Pinney in life insurance distribution but serves end customers directly, bypassing the independent agent channel.

Others

• SuranceBay: SuranceBay provides the SureLC online contracting and onboarding platform used by Pinney to appoint agents with carriers. It is a key technology infrastructure provider to the BGA/IMO industry and adjacent to Pinney's business rather than a competitor.
• iPipeline: iPipeline is Pinney's primary quoting, case-management, and e-application platform and a leading insurance-software vendor across the life and annuity industry. It is enabling infrastructure to Pinney rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/pinneyinsurance
• Facebookfacebook.com/pinneyinsurance
• LinkedInlinkedin.com/company/pinney-insurance-center-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Pinney Insurance Center, Inc