Insurance Network America

Name

Insurance Network America

Legal name

Insurance Network America

Website

https://insurancenetwork.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Insurance Distribution

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Other Insurance Related Activities (52429), Direct Life Insurance Carriers (524113), Direct Health and Medical Insurance Carriers (524114)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Simplified Issue Whole Life / UL Insurance (FSAIABAH), Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness) (FSAIABAK), Standalone Critical Illness Insurance (FSAIAKAA)

Keywords

• Wholesale insurance distribution
• Life insurance brokerage
• Fixed indexed annuities
• Long-term care insurance
• Employee benefits brokerage

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Carrier Commissions: As a wholesale general agency, the company earns commissions from insurance carriers when agents place life insurance, annuity, long-term care, and employee benefits business through the company's contracted carrier relationships. Commissions are typically a percentage of premium and vary by product type.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Insurance Network America, operating as Simplicity Boise, is a wholesale general agency that distributes life insurance, annuity, long-term care, disability, and employee benefit products from 100+ carrier partners to independent insurance agents and financial advisors. The company provides proprietary technology platforms (LifeLink, Ilia, IUL Digital Sales Strategies), in-house video production (Studio One), turnkey educational workshops, and back-office support to enable agents to sell, market, and service insurance business.

Product overview

Simplicity Boise (Insurance Network America) operates as a comprehensive insurance distribution platform for independent agents and advisors. The offering is a platform-plus-partnerships model combining proprietary technology tools with access to over 100 insurance carriers. The core product portfolio spans annuities ($10Bn+ annual sales): Fixed Annuities, Fixed-Index Annuities (FIA), Multi-Year Guarantee Annuities (MYGA), Single-Premium Immediate Annuities (SPIA), Deferred Income Annuities (DIA), Variable Annuities (VA), and Registered Index-Linked Annuities (RILA); life insurance ($400M+ annual sales): Term Life, Universal Life, Indexed Universal Life (IUL), Guaranteed Universal Life (GUL), Variable Universal Life (VUL), Whole Life, and Final Expense; disability and long-term care products: Individual Disability, Business Overhead Expense, Business Loan Protection, Traditional LTC, and Asset-Based LTC; and employee benefits including group health, dental, vision, and critical illness. The technology layer includes LifeLink (term life sales platform), Ilia (proprietary digital sales platform for Kai-Zen), IUL Digital Sales Strategies (multi-module consumer education tool), Studio One (video production), and Turnkey Educational Workshops. The company also provides training and events through Simplicity University, Advisor Growth Forum, and Advanced Sales Training.

Differentiator

Problem solved

Functional benefit

Brands

• LifeLink: A term life sales platform that transforms and expedites the way life insurance is purchased, from quoting to application to issue.
• Studio One
• Kai-Zen

Products and services

• LifeLink
• Ilia (Kai-Zen Sales Platform)
• IUL Digital Sales Strategies A multi-module digital tool that educates consumers on integrating life insurance into holistic financial plans, covering accumulation, wealth transfer, income, and tax-free retirement use cases. Used by independent agents and advisors.
• Studio One A world-class in-house video production studio that delivers custom and customizable educational videos that can be leveraged on advisor websites, social media accounts, at events, and in-office. Available to contracted advisors.
• Tax-Free Retirement Program A specialty, educational, multi-media marketing program that focuses on the importance of tax diversification in retirement by leveraging best-selling books, an educational workshop, supporting marketing materials, and group coaching sessions. Highlights life insurance as a tax-free retirement income and inheritance planning solution.
• Turnkey Educational Workshops Pre-packaged presentation environments (Educational, Dinner, and Virtual formats) with turnkey materials including presentation slides, scripting, training, and ongoing support for advisors running retirement income and protection education events. Includes MSS, PRP, TAA, and Maximizing Social Security workshops.
• Simplicity University A virtual event series providing field-tested sales and marketing strategies plus updated product information from top carriers, including sales scripts, execution steps, and production strategies. Available to contracted advisors.
• Advisor Growth Forum
• Advanced Sales Training An in-person event designed to improve overall sales proficiency, covering lead generation, closing clients, mindset shifting, referral generation, and complete sales processes. 2024 attendees wrote 133% more business than non-attendees.
• Kai-Zen Supplemental Retirement Plan A life insurance-based supplemental retirement savings plan distributed through Insurance Network America, designed to close the retirement income gap and create generational wealth. Sold via the proprietary Ilia digital sales platform.
• Employee Benefits Solutions Wholesale distribution of group health and ancillary employee benefits for small to mid-sized employer groups (2 to 1,000+ employees), including self-funded and fully-funded major medical plans, dental, life, disability, accident, vision, critical illness, limited medical, MEC and gap solutions, and short-term major medical. Distributed to employers through independent agent partners.
• Annuity Distribution Portfolio Distribution of fixed annuities, fixed-index annuities (FIA), multi-year guarantee annuities (MYGA), registered index-linked annuities (RILA), variable annuities (VA), single-premium immediate annuities (SPIA), and deferred income annuities (DIA) from 100+ carrier partners to independent insurance agents. Annual sales volume exceeds $10 billion across all annuity product types.
• Life Insurance Distribution Portfolio Distribution of term life, universal life, indexed universal life (IUL), guaranteed universal life (GUL), variable universal life (VUL), whole life, and final expense life insurance products from 100+ carrier partners to independent agents. Annual sales volume exceeds $400 million across all life product types.
• Disability and Long-Term Care Distribution Distribution of individual disability insurance, business overhead expense insurance, business loan protection insurance, key-person disability insurance, traditional long-term care insurance, and asset-based long-term care insurance (ABLTC) products from carrier partners to independent agents.

Quantifiable outcome

• Advisors attending Advanced Sales Training wrote 133% more business in 2024 compared to non-attendees
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Insurance Carriers (100+)coreChannel Partner/ Reseller/ DistributorSimplicity Boise partners with over 100 insurance companies representing the strongest carriers in the country. Carriers provide the insurance products (life, annuity, LTC, disability, employee benefits) that Simplicity's agent network distributes. The company helps agents select appropriate products to meet individual client needs.
• SuranceBaycoreTechnology or IntegrationSuranceBay provides the SureLC online platform used by Simplicity Boise agents for carrier contracting and appointment management. The platform handles the administrative process of getting agents contracted with insurance carriers.
• Leaders GroupcoreChannel Partner/ Reseller/ DistributorLeaders Group serves as the broker-dealer partner for variable annuity and RILA products sold through Simplicity. Agents must be securities licensed and write these products through this broker-dealer relationship.
• Angle HealthminorChannel Partner/ Reseller/ DistributorAngle Health is featured in Simplicity Boise's webinar library as a health insurance carrier partner offering broker solutions beyond basic health plans.
• Policy GeniusminorChannel Partner/ Reseller/ DistributorPolicy Genius is featured as a term life insurance partner offering 70% commission to brokers who let them handle the work.
• Optimyl BenefitsminorChannel Partner/ Reseller/ DistributorOptimyl Benefits is a carrier partner offering level-funded employee benefit plans that are flexible, transparent, and potentially lower cost.
• One AmericaminorChannel Partner/ Reseller/ DistributorOne America is featured as a group benefits carrier partner with the Premium Saver Plan that helps brokers save clients thousands on premiums while improving benefits.
• BCS Voluntary PlansminorChannel Partner/ Reseller/ DistributorBCS Voluntary Plans offers guarantee issue critical illness, accident, and hospital indemnity products for groups of 2+ with brochure rates (no quoting necessary).
• Kai-ZencoreStrategic or Co-development PartnerKai-Zen is a supplemental retirement savings plan product partnership. Simplicity has developed proprietary digital sales platform (Ilia) to streamline the Kai-Zen sales process. Kai-Zen is described as the leading life insurance solution for closing the retirement income gap and creating generational wealth.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Simplicity Group: Parent organization of Insurance Network America / Simplicity Boise. Operates a national network of regional insurance wholesale offices distributing life, annuity, LTC, and employee benefit products to independent agents under a shared platform, technology, and training infrastructure. Directly comparable in model, product mix, and target customer.
• Integrity Marketing Group: One of the largest independent insurance marketing organizations in the U.S., distributing life, annuity, health, and senior market products through a national network of agents and agencies. Highly comparable wholesale distribution model, carrier breadth, and product portfolio to INA, but at materially greater scale.
• F&G Annuities & Life: Insurance carrier specializing in fixed indexed annuities, multi-year guarantee annuities, and indexed universal life insurance, sold through independent agents and IMOs. A direct product counterparty in INA's carrier ecosystem and a comparable specialist in the FIA/IUL product category.
• Corebridge Financial: Major U.S. life insurance and retirement provider offering individual life, fixed and variable annuities, and group benefits through career and independent channels. Comparable in product portfolio (especially VA, RILA, and traditional life), though operates as a carrier with its own distribution rather than as a wholesale agency.

Direct peers

• Senior Market Sales: Independent marketing organization focused on life insurance, annuities, and long-term care products for the senior market, distributing through independent agents and advisors with multi-carrier access and dedicated back-office support. Closely comparable in product mix (life, annuity, LTC) and agent-supported distribution model.
• CreativeOne: Insurance wholesaler and MGA providing life insurance, annuities, and retirement products to independent agents across the U.S., with proprietary back-office and agent-support technology. Directly comparable in agent-channel distribution, multi-carrier product access, and small-to-mid market positioning.
• OneDigital: National insurance brokerage and financial services firm offering group benefits, retirement planning, and individual insurance through advisor relationships. Comparable in serving employer-sponsored benefits and individual life/annuity products via an advisor channel, though OneDigital is meaningfully larger and more employer-focused.
• World Insurance Associates: U.S. insurance brokerage distributing personal and commercial lines, employee benefits, and financial services through a national network of agents and offices. Comparable as a multi-product, multi-carrier independent insurance distributor, with overlap in life, group benefits, and retirement products.

Others

• SuranceBay: Insurance technology provider of the SureLC platform used by INA for agent contracting and carrier appointment management. Comparable as an enabling technology vendor in the insurance distribution stack, with potential product overlap to LifeLink in carrier/product comparison and workflow.
• LIMRA: Industry research and trade association for insurance and financial services, providing benchmarking, compliance, and product research used by carriers, distributors, and IMOs. Comparable as a key ecosystem participant and shared industry context for INA's distribution model and product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/InsuranceBizUS

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&A

Investments

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

Frequently asked questions about Insurance Network America