FNA Insurance Services

What FNA Insurance Services does

FNA Insurance Services, Inc. is a private wholesale insurance broker and General Agent founded in the 1970s and headquartered in Melville, New York. The company serves independent retail insurance brokers across four Northeast states — New York, New Jersey, Connecticut, and Pennsylvania — by providing access to more than 30 carrier partners including Aetna, Cigna, Empire BlueCross BlueShield, EmblemHealth, UnitedHealthcare, Oscar, Oxford Health Plans, Horizon BCBS NJ, and AmeriHealth. Its core go-to-market is a wholesale distribution model: FNA does not sell directly to employer clients but rather equips broker partners with quoting tools, carrier relationships, compliance support, and marketing services so those brokers can place group health, ancillary, executive benefit, and senior market business through FNA's platform.

FNA's product surface spans four market segments — Large Group (100+ employees in NY, 50+ in NJ), Small Group, Senior Market (Medicare Advantage, supplements, Part D), and Individual off-exchange — supported by an Employee Benefits catalog covering Health Plans (HMO/PPO/POS), Ancillary (life, dental, vision, disability, long-term care), Self-Funded arrangements, Executive Benefits, and PEO services. Service modules include HR Technology (with integrations to bswift, Ease, Employee Navigator, and Plansource), Compliance (ERISA, ACA, NY Paid Family Leave), 5500 Filing, Value Added products (HR360, PrimePay, TASC, Benistar), Marketing support for brokers, and Continuing Education across NY, NJ, PA, and CT. The proprietary technology layer is two broker quoting portals: the legacy Health Connect Systems portal (for access granted before 2/2/2022) and the newer Ebix-powered quoting portal (for access granted after 2/2/2022). FNAHR (powered by Guardian HR) and BenAkit are sub-branded offerings extending into HR compliance support and non-insurance ancillary services for individual and senior clients.

The revenue model is commission-based: FNA earns carrier commissions on group health, employee benefits, and ancillary placements routed through its broker network. Pricing is quote-based and varies by carrier, group size, coverage type, and geography, with no publicly disclosed fee schedule or subscription pricing. The company is privately held with no parent company, no private equity backing, and no disclosed funding rounds, indicating it has been financed organically over its 50+ year history. Leadership comprises 12 executives organized by product vertical, with CCO/Administrative Officer Heather Reynolds and multiple First VPs and VPs heading Small/Large Group, Ancillary, Senior Services, PEO, Marketing, and Compliance functions.

Name

FNA Insurance Services

Legal name

FNA Insurance Services, Inc.

Website

https://fnainsurance.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

FNA Insurance Services is a privately held wholesale insurance broker and General Agent serving independent retail brokers across New York, New Jersey, Connecticut, and Pennsylvania with multi-carrier access to group health, ancillary, executive, and senior market products, plus compliance and HR technology services.

Ownership category

akta.pro rank

Product category

Wholesale Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAEAMAB

Insurance Leads, Introducers & Referral Networks

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Introducers, Finders & Referral Networks

Keywords

• Wholesale insurance brokerage
• Group health insurance
• Employee benefits administration
• General agency services
• Insurance broker support

Headquarters

HQ city

Woodbury

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Broker Commissions: FNA operates as a wholesale/general agent earning commissions from insurance carriers for placing group health insurance, employee benefits, and ancillary coverage for broker clients

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

FNA Insurance Services is a wholesale health insurance broker and General Agent that places group health insurance, employee benefits, and ancillary coverage with multiple carriers on behalf of its broker partners. The company provides brokers with access to multiple insurance carriers, online quoting portals, compliance and HR technology support, marketing assistance, and continuing education across New York, New Jersey, Connecticut, and Pennsylvania.

Product overview

FNA Insurance Services is a wholesale health insurance provider and General Agent offering a comprehensive portfolio of employee benefits and group health insurance products. The core offerings include Health Plans (HMO, PPO, POS), Ancillary products (life, dental, vision, disability), Self-Funded plans, Executive Benefits, and Senior Services. These are complemented by specialized service modules including HR Technology (with benefit administration integrations to bswift, Ease, Employee Navigator, and Plansource), Compliance services (ERISA, ACA, Paid Family Leave), 5500 Filing, and Value Added products. FNA operates broker quoting portals (Legacy and New Quoting Portal via Ebix) for small group business clients. The company serves multiple market segments (Large Group, Small Group, Senior Market, Individual) across New York, New Jersey, Connecticut, and Pennsylvania through carrier partnerships with major insurers including Aetna, Cigna, Empire BCBS, Oscar, Oxford, United Healthcare, and others. FNAHR provides HR compliance support while BenAkit offers supplemental services for individual and senior clients.

Differentiator

Problem solved

Functional benefit

Brands

• FNAHR: A human resource service powered by Guardian HR, providing employment law and human resource support services including unlimited telephone and email consultations with HR consultants, online forms library access, annual HR audits, custom employee handbooks for all 50 states, 24/7 online training programs, and unlimited employment law document review and creation.

Products and services

• Large Group Health Insurance Large group health insurance and benefits services for employers with 100+ employees in New York or 50+ employees in New Jersey, including negotiated rates and ancillary benefits, distributed through broker partners.
• Small Group Health Insurance Small group health insurance and benefits services with carrier relationships and expertise designed to provide large-company-level benefits to small businesses, accessed via FNA's quoting portals.
• Senior Market Insurance Medicare-related insurance products and advisory services for Medicare-eligible clients, including original Medicare, prescription plans, supplemental plans, and Medicare Advantage plans.
• Individual Health Insurance Off-exchange individual health insurance coverage options for New York and New Jersey residents, including plans from carriers like Emblem Health, Fidelis, Healthfirst, Oscar, AmeriHealth, and Horizon BCBS.
• Health Plans Health insurance plan options including HMO, PPO, and POS plans provided through carrier partnerships, distributed via broker partners.
• Ancillary Benefits Specialty group benefits including life insurance, dental, long-term disability, short-term disability, vision, and group long-term care.
• Self-Funded Plans Innovative self-funded plan options that put the control of Employee Benefits back in the hands of the employer, accessed through carrier partnerships.
• Executive Benefits Benefits for senior-level associates including life insurance products (term, whole life, universal life), annuities, disability income, long-term care, and business planning services.
• Senior Services Medicare product offerings for Medicare-qualified individuals including Medicare Supplemental plans, group Medicare, and expanded array of senior-focused services.
• Paid Family Leave Statutory disability benefits law (DBL) compliant Paid Family Leave products through carriers including Arch, Guardian, The Hartford, Lincoln Financial, MetLife, Mutual of Omaha, Reliance Standard, Security Mutual Life, ShelterPoint, and Sun Life.
• 5500 Filing Services Creation and submission of Form 5500 for ERISA-compliant employer-sponsored plans including major medical, dental, life insurance, and retirement plans.
• Compliance Services Compliance services including ERISA, Paid Family Leave, ACA, and Human Resources support to keep brokers and employers compliant with employment law regulations, including on-staff ERISA attorney support.
• FNAHR Human resource service powered by Guardian HR offering unlimited telephone/email consultations with HR consultants, online forms library, annual HR audit, custom employee handbooks for all 50 states, 24/7 online training programs, and unlimited employment law document review and creation.
• HR Technology Systems that automate benefit administration functions, including benefit administration vendors (bswift, Ease, Employee Navigator, Plansource), discovery for best fit solutions, and vendor vetting and selection coordination.
• Value Added Services Additional products and services to enhance client proposals including Benistar, BenXchange, HR360, LegalShield, Lifestyle Health Plans, OCA Benefit Services, PrimePay, TASC, Transparent Healthcare, and WellWorks.
• Marketing Services Integrated marketing services including graphic design, direct mail, lead generation, social media training, email campaigns, and co-branded marketing materials for broker partners.
• Continuing Education Approved continuing education provider offering courses via webinars, conferences, or in-office sessions in New Jersey, New York, Pennsylvania, and Connecticut covering PEOs, Medicare, ACA Compliance, and other topics.
• BenAkit Non-insurance service for individual health insurance clients providing access to personal health advocates, doctor/nurse consultations, vision and dental discounts, and prescription drug savings.
• BenAKit Senior Sentinel Senior-focused savings program offering discounts on vision, dental, pharmacy, vet bills, travel, and alternative medicine.
• Easy Term Life Insurance Term life insurance product allowing customers to apply online in minutes without medical exams, available through Bestow.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

39 partnerships are on record, tiered core and minor.

• AetnacoreChannel Partner/ Reseller/ DistributorAmerican managed health care company providing traditional and consumer directed health care insurance. FNA offers Aetna products through their broker network for group health coverage.
• CignacoreChannel Partner/ Reseller/ DistributorGlobal health service company offering health insurance and related services. FNA provides Cigna products to broker clients.
• Empire BlueCross BlueShieldcoreChannel Partner/ Reseller/ DistributorIndependent licensee of Blue Cross Blue Shield Association serving 28 eastern and southeastern counties of New York State.
• EmblemHealthcoreChannel Partner/ Reseller/ DistributorOne of the nation's largest nonprofit health insurers with 3.1 million members, serving New York's communities with commercial and government-sponsored health plans.
• United HealthcarecoreChannel Partner/ Reseller/ DistributorHighly diversified health and well-being company serving markets for health benefits through UnitedHealthcare and health services through Optum.
• OscarcoreChannel Partner/ Reseller/ DistributorHealth insurance company focused on being centered around the patient, engaging members and guiding them to the right care.
• Oxford Health PlanscoreChannel Partner/ Reseller/ DistributorFounded in 1984, specializes in group health insurance coverage with extensive network, known for quality customer service.
• HealthfirstcoreChannel Partner/ Reseller/ DistributorNew York-based health insurer offering best-in-class quality and satisfaction for more than 25 years, serving small businesses with 1-100 employees.
• AmeriHealthcoreChannel Partner/ Reseller/ DistributorHealth insurer focused solely on New Jersey, offering affordable plans, one of the largest networks in NJ, and wellness programs.
• Horizon Blue Cross Blue Shield of New JerseycoreChannel Partner/ Reseller/ DistributorOver 85 years serving NJ families and businesses with affordable health insurance products and services.
• HealthPasscoreChannel Partner/ Reseller/ DistributorPrivate New York health insurance exchange providing companies in NY metropolitan area accessible and affordable coverage through multiple carriers.
• Nippon Life BenefitscoreChannel Partner/ Reseller/ DistributorOver 25 years offering fully-customizable employee benefit packages with top-quality coverage at competitive prices.
• Delta DentalcoreChannel Partner/ Reseller/ DistributorAmerica's largest and most trusted dental benefits carrier covering more Americans than any other dental benefits provider.
• GuardiancoreChannel Partner/ Reseller/ DistributorBroad benefit product portfolio including medical, dental, vision, pharmacy, behavioral health, and ancillary benefits like disability coverage and 401K.
• MetLifecoreChannel Partner/ Reseller/ DistributorTrusted for over 145 years providing protection, flexible solutions, and benefits for small businesses and employees.
• Sun LifecoreChannel Partner/ Reseller/ DistributorBroad portfolio of Group Life, Disability, Dental, Voluntary and Stop-Loss insurance with specialized solutions for companies of all sizes.
• UnumcoreChannel Partner/ Reseller/ DistributorFull array of benefits solutions including benefits communication, enrollment services, claims support, absence management and vocational rehabilitation.
• Colonial LifecoreChannel Partner/ Reseller/ DistributorSupplemental health benefits for life insurance, accident insurance, disability insurance and more.
• AmeritascoreChannel Partner/ Reseller/ DistributorCompetitive insurance, employee benefits and financial products and services with highly professional manner building lasting relationships.
• Lincoln Financial GroupcoreChannel Partner/ Reseller/ DistributorFinancial planning and wealth protection helping individuals and families confidently plan their financial futures.
• PrincipalcoreChannel Partner/ Reseller/ DistributorFinancial tools, resources and information for retirement planning and financial goals for individuals and institutional customers.
• PrudentialcoreChannel Partner/ Reseller/ DistributorMore than 140 years helping individual and institutional customers grow and protect wealth, known for delivering on promises.
• Reliance Standard LifecoreChannel Partner/ Reseller/ DistributorLeading carrier specializing in innovative employee benefits including disability income, group term life insurance, and voluntary coverage options. Rated A+ by A.M. Best.
• ArmadaCarecoreChannel Partner/ Reseller/ DistributorSupplemental expense reimbursed insured plans like Ultimate Health insurance plan for group health benefits market.
• Health AdvocateminorChannel Partner/ Reseller/ DistributorHelping Americans navigate healthcare complexity with clinical and administrative services, behavioral health and wellness programs.
• BenistarminorChannel Partner/ Reseller/ DistributorNationwide leader in group retiree medical benefits, focused on design and administration of retiree medical and prescription drug plans.
• BenXchangeminorChannel Partner/ Reseller/ DistributorDevelops new and better ways to search for insurance and financial solutions delivering best products at cost-effective prices.
• HR360minorChannel Partner/ Reseller/ DistributorHR and benefits compliance at fingertips with total source for HR forms, online tools, reform materials and full HR resource library.
• LegalShieldminorChannel Partner/ Reseller/ DistributorNetwork of dedicated law firms providing legal service products through multi-level marketing.
• Lifestyle Health PlansminorChannel Partner/ Reseller/ DistributorInnovative plan designs, alternative funding structures, integrated wellness and lifestyle improvement programs.
• O.C.A. Benefit ServicesminorChannel Partner/ Reseller/ DistributorComprehensive support for all benefit account types including FSA, HSA, HRA, dependent care, commuter, wellness, COBRA on a single platform.
• PrimePayminorChannel Partner/ Reseller/ DistributorIntegrated payroll services, HR and benefits administration with superior support for small businesses.
• TASCminorChannel Partner/ Reseller/ DistributorNation's largest privately held third-party benefits administrator including ERISA, regulatory compliance, COBRA, 5500 services.
• Transparent HealthcareminorChannel Partner/ Reseller/ DistributorBenefit navigators, innovative technology and custom provider networks delivering negotiated discount healthcare to members.
• WellWorksminorChannel Partner/ Reseller/ DistributorCorporate wellness and mental well-being company focusing on high touch customer service with private labeled employer wellness portal.
• Guardian (PFL)minorChannel Partner/ Reseller/ DistributorPaid Family Leave carrier offering statutory and enhanced rate sheets for New York PFL coverage.
• The Hartford (PFL)minorChannel Partner/ Reseller/ DistributorPaid Family Leave carrier providing PFL producer FAQs and ABCs of PFL for New York compliance.
• MetLife (PFL)minorChannel Partner/ Reseller/ DistributorPaid Family Leave carrier for New York State PFL program with broker updates and customer communications.
• ShelterPointminorChannel Partner/ Reseller/ DistributorNY-domiciled carrier specializing in statutory disability and Paid Family Leave since 1972.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NFP: Large diversified insurance brokerage and advisory firm serving commercial and personal lines, benefits, and wealth management. Comparable because NFP also operates as an insurance intermediary with deep carrier relationships and benefits brokerage capabilities, though at materially larger scale and broader geographic reach.
• USI Insurance Services: Top-10 U.S. insurance brokerage serving commercial, personal, and employee benefits clients nationally. Comparable as a benefits-focused intermediary with carrier relationships and broker support services; differs in scale and product breadth.
• Brown & Brown: National insurance brokerage offering commercial, personal, and employee benefits solutions through a network of offices. Comparable as a brokerage aggregator with benefits placement and ancillary services, though significantly larger and more diversified than FNA.
• World Insurance Associates: Rapidly growing insurance brokerage aggregating commercial, personal, and benefits books across the U.S. Comparable as a multi-line insurance intermediary growing through broker acquisition, though larger and more diversified.
• Hub International: Global insurance brokerage providing commercial, personal, and benefits solutions through regional offices. Comparable as a multi-line benefits and P&C broker serving mid-market and small group employers, though at substantially greater scale.

Direct peers

• Amwins Group: Largest specialty wholesale insurance broker in the U.S., distributing through retail brokers across personal, commercial, and benefits lines. Highly comparable to FNA's wholesale/GA distribution model with similar carrier-broker intermediary function.
• Risk Placement Services (RPS): Wholesale insurance broker and managing general agent placing specialty and standard lines through retail broker partners. Directly comparable to FNA's wholesale/GA structure with multi-carrier distribution and broker support services.
• CRC Insurance Services: Wholesale insurance broker serving retail brokers with specialty and standard lines including group benefits. Comparable in business model (wholesale distribution through broker partners) though CRC focuses more on specialty P&C than FNA's benefits emphasis.
• Burns & Wilcox: Wholesale insurance broker and MGA providing specialty and surplus lines placement to retail agents and brokers. Directly comparable as a wholesale intermediary in the same general agency distribution model.
• NIF Group: National insurance wholesale broker and program manager serving retail brokers with specialty and standard product lines. Comparable as a wholesale GA serving broker partners, with similar multi-carrier distribution approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/fnainsurance
• Facebookfacebook.com/fnainsurance
• LinkedInlinkedin.com/company/fna-insurance-services

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 FNA Insurance Services