InSource

What InSource does

InSource, Inc. is a family-owned independent marketing organization (IMO) and brokerage general agency founded in 1987 and headquartered in Indianapolis, Indiana. The company distributes annuities (Fixed, Fixed Indexed, and Structured), life insurance (term, whole life, IUL), and long-term care insurance products from a curated panel of 15+ leading carriers — including Allianz, Athene, American Equity, Corebridge, Lincoln Financial, Nationwide, New York Life, North American, MassMutual Ascend, John Hancock, TruStage, OneAmerica, Oxford Life, Cincinnati Life, and Sagicor — to financial professionals and institutions across the U.S.

The company's underlying technology stack is light and largely third-party: it relies on carrier-provided e-application platforms (iGo, Vive, Policygenius referral), LIMRA/Kaplan and RegEd-based NAIC suitability training, and an internal Data View portal that provides 24/7 case-status visibility for advisors. Differentiated service offerings include The Insurance Coach (advisory/training led by Jay Robinson), the Premier Payroll Deduction Life Program for worksite distribution, and the Term Lifextender Program for converting expiring term policies for older or declining-health clients. Securities are offered through a related broker-dealer entity, Barnabas Capital, LLC.

InSource makes money through volume-based commissions paid by carrier partners on annuity and insurance placements, executed via a multi-channel distribution model: external field wholesalers (Regional VPs), an internal sales desk, a dedicated Institutional Channel led by an EVP, and key account managers serving broker-dealers and financial institutions. Customer segments span sole-practitioner independent agents, banks, credit unions, broker-dealer firms, and registered investment advisors. In 2024, InSource announced a strategic merger initiative with Financial Independence Group (FIG) and elevated Greg McCormick to President, signaling a deliberate push into institutional and bank-channel scale.

Name

InSource

Legal name

InSource, Inc.

Website

https://insourcemg.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

InSource is a family-owned independent marketing organization founded in 1987 in Indianapolis that distributes annuities, life insurance, and long-term care products from 15+ leading carriers to independent agents, banks, credit unions, and broker-dealer firms across the U.S.

Ownership category

akta.pro rank

Product category

Insurance Distribution (Annuities, Life Insurance, Long-Term Care)

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Insurance distribution services
• Annuity brokerage services
• Life insurance placement
• Long-term care insurance
• Independent marketing organization

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission-based distribution: InSource operates as a marketing organization earning commissions from insurance carriers for distributing their annuity, life insurance, and long-term care products through a network of independent agents, banks, credit unions, and broker-dealer firms. Revenue is generated through volume-based commissions paid by carrier partners.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

InSource is an independent marketing organization (IMO) and brokerage general agency that distributes annuity, life insurance, and long-term care products from leading carriers to independent insurance agents, banks, credit unions, and broker-dealer firms. The firm provides case management, field sales support, training, and technology tools that enable financial professionals to place retirement, protection, and legacy planning products for their clients.

Product overview

InSource is an independent marketing organization (IMO) offering a comprehensive suite of insurance and annuity products through financial professionals. The core portfolio includes Fixed, Fixed Indexed, and Structured Annuities; Life Insurance (term, whole life, IUL); and Long Term Care Insurance solutions. Supporting these products, InSource provides the Premier Payroll Deduction Life Program for worksite benefits and the Term Lifextender Program for policy transitions. Service offerings include The Insurance Coach (advisory and training), Data View (case management portal), and technology platforms iGo and Vive for electronic application submissions. The company operates as a brokerage general agency supporting independent agents, banks, credit unions, and broker-dealer firms with full-service sales support and case management.

Differentiator

Problem solved

Functional benefit

Products and services

• Fixed Annuities Traditional fixed annuity products offering guaranteed interest rates and principal protection for retirement income and accumulation, distributed through carrier partners to independent agents and institutions.
• Fixed Indexed Annuities Annuity products linked to market indexes with protection options (buffers or floors) that provide growth potential while limiting downside risk, distributed to independent agents and institutional clients.
• Structured Annuities Annuity products offering equity market exposure with indexed account options, providing growth potential and built-in protection levels against market losses, distributed to independent agents and institutional clients.
• Life Insurance Life insurance products including term, whole life, and IUL policies offered through curated premier insurance companies for comprehensive client coverage needs, distributed to independent agents and institutions.
• Long Term Care Insurance Long-term care protection solutions including traditional LTC policies and hybrid life or annuity products with LTC riders, covering home care and facility-based care, distributed to independent agents and institutions.
• Premier Payroll Deduction Life Program Worksite employee benefits program offering guaranteed issue life insurance up to $100,000 with simplified issue up to $200,000, including family protection options, designed for employer groups and institutional clients.
• Term Lifextender Program Program helping convert expiring term life policies for clients aged 60+ with death benefits of $250K-$3 million, offering continuation solutions for declining health policyholders.
• The Insurance Coach Educational and consulting service led by Jay Robinson providing sales training, consultation, and resources for insurance professionals on products and case design, offered to advisors working with InSource.
• Data View Portal 24/7 online portal providing advisors real-time access to view pending business status and case information, supporting case management from quote through policy implementation.
• iGo E-Application Platform Electronic application submission platform for life insurance and annuity products, enabling advisors to submit applications digitally and streamline placement.
• Vive Drop Ticket Platform Platform for submitting term life insurance drop tickets electronically for streamlined processing, available to advisors working with InSource.

Quantifiable outcome

• Jay Robinson has helped over 2,000 insurance professionals close 20,000 cases resulting in sales of over $50 million in target premium over 20 years

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and minor.

• Financial Independence Group (FIG)coreStrategic or Co-development PartnerInSource and Financial Independence Group (FIG) are building a stronger future by merging their strengths within an independent marketing organization and a company dedicated to financial institutions. The initiative aims to deliver strategic solutions including annuities, life insurance, and long-term care products to a broader audience.
• Barnabas Capital, LLCcoreChannel Partner/ Reseller/ DistributorSecurities are offered through Barnabas Capital, LLC, a registered broker-dealer and member of FINRA/SIPC. Insurance services are provided through InSource, Inc., which is not a member of FINRA/SIPC.
• Bank Insurance & Securities Association (BISA)minorOthersBISA is the leading financial services industry association dedicated to serving those responsible for the marketing, sales, and distribution of securities, insurance, and other financial products and advisory services through the bank channel.
• LIBRA Insurance PartnersminorOthersLIBRA Insurance Partners is dedicated to serving its partners and their brokers in navigating the marketplace, offering industry-leading knowledge, resources, and education to provide financial security for families and businesses.
• John HancockcoreChannel Partner/ Reseller/ DistributorJohn Hancock is a leading annuity carrier partner offering long-term care and other insurance products through InSource's distribution network.
• RSL (Reliance Standard)coreChannel Partner/ Reseller/ DistributorReliance Standard is an annuity carrier partner providing products through InSource's distribution network.
• OneAmericacoreChannel Partner/ Reseller/ DistributorOneAmerica (State Life) is a carrier partner offering annuity and insurance products through InSource's distribution network.
• MassMutual AscendcoreChannel Partner/ Reseller/ DistributorMassMutual Ascend is a carrier partner providing annuity products for the financial institution and bank channel through InSource.
• TruStagecoreChannel Partner/ Reseller/ DistributorTruStage (CUNA Mutual) is a carrier partner offering annuity products including MEMBER Single Premium Immediate Annuity, ZoneChoice Annuity, and Horizon II Annuity through InSource.
• Oxford LifecoreChannel Partner/ Reseller/ DistributorOxford Life is an annuity carrier partner offering products through InSource's distribution network.
• Cincinnati LifecoreChannel Partner/ Reseller/ DistributorCincinnati Life is a carrier partner offering insurance products through InSource's distribution network.
• AllianzcoreChannel Partner/ Reseller/ DistributorAllianz is a leading annuity carrier offering Fixed, Fixed Indexed, and Structured annuity products through InSource's network. Products include 360 Annuity, Core Income7, Market Value Adjustment, Accumulation Advantage, Benefit Control, 222 Annuity, Life Pro+ Advantage, and Legacy by Design.
• American EquitycoreChannel Partner/ Reseller/ DistributorAmerican Equity is an annuity carrier partner offering fixed and indexed annuity products through InSource.
• AthenecoreChannel Partner/ Reseller/ DistributorAthene is an annuity carrier partner offering products including Agility, Ascent Pro Bonus, Performance Elite, Max Rate, Benefit 10, and SPIA through InSource's IMO channel.
• Lincoln FinancialcoreChannel Partner/ Reseller/ DistributorLincoln Financial is an annuity carrier partner offering products through RegEd and LIMRA/Kaplan training platforms for agent certification.
• NationwidecoreChannel Partner/ Reseller/ DistributorNationwide is an annuity carrier partner offering products through InSource's distribution network with specific product training requirements.
• New York LifecoreChannel Partner/ Reseller/ DistributorNew York Life is an annuity carrier partner offering Guaranteed Lifetime Income Annuity II, Guaranteed Period Income Annuity II, Guaranteed Future Income Annuity II, Clear Income Fixed Annuity, and Secure Term products.
• Corebridge Financial (AIG Annuities)coreChannel Partner/ Reseller/ DistributorCorebridge Financial (formerly American General/AIG Annuities) is a carrier partner offering Power Protector Series, Power Index Advisory, Assured Edge Income products, and fixed/SPIA products.
• North American CompanycoreChannel Partner/ Reseller/ DistributorNorth American Company is an annuity carrier partner offering fixed index, multi-year guarantee, and income products including NAC BenefitSolutions, Guarantee Plus, Performance Choice, VersaChoice, Income, and Charter Plus.
• SagicorcoreChannel Partner/ Reseller/ DistributorSagicor is an annuity carrier partner requiring product-specific training and suitability training through their Producer Resource Center.
• Wedbush SecuritiescoreChannel Partner/ Reseller/ DistributorWedbush Securities is a broker-dealer partner with Meghan Eddy as primary InSource contact for institutional account management.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Crump Life Insurance Services: One of the largest traditional brokerage general agencies for life insurance and annuities, serving independent advisors with a multi-carrier product shelf — directly comparable distribution model to InSource.
• Brokers International: Insurance marketing organization distributing annuities, life, and LTC products through financial professionals with carrier-agnostic access — closely mirrors InSource's IMO model and target advisor base.
• DGA (Designated Group of Associates): Life insurance and annuity FMO serving independent agents with multi-carrier access, providing case design and back-office support — comparable to InSource's core IMO offering.
• Gradient Financial Group: FMO/IMO distributing annuities, life, and LTC products through independent agents and financial institutions — closely aligned with InSource's multi-channel, multi-carrier model.
• Ash Brokerage (OneDigital): Life insurance and annuity brokerage general agency now part of OneDigital, distributing carrier-agnostic products through financial advisors — directly comparable distribution model.
• Insight Financial Group: Insurance marketing organization serving financial institutions with annuity and life distribution — a close analog to InSource's bank and credit-union channel.
• Financial Independence Group (FIG): FIG is an insurance marketing organization focused on financial institutions and is actively merging with InSource. Highly comparable IMO/FMO business model distributing annuities, life insurance, and LTC through bank, credit-union, and broker-dealer channels.

Broad incumbents

• Ameriprise Financial: Large diversified wealth manager with a captive advisor channel that distributes insurance and annuity products; overlaps with InSource's broker-dealer and RIA distribution but at far greater scale and with proprietary products.
• National Life Group: Life insurance carrier with a substantial independent-agent distribution arm; broader than InSource as a carrier, but its FMO/IMO-style field distribution is directly comparable in products, advisors served, and carrier relationships.
• Lincoln Financial Group: Major annuity and life carrier and distribution partner to InSource; comparable product portfolio and shared distribution focus, but operates as a primary carrier rather than a pure IMO intermediary.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/insource-inc
• Xx.com/Insourcemg
• Facebookfacebook.com/InSourcemg

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 InSource