What 4T Brokerage does

4T Brokerage is a privately held insurance brokerage operating as a Field Marketing Organization (FMO), headquartered in Auburn Hills, Michigan, with national reach through its contracted network of independent insurance agents. The company was established as an FMO in 2018 by Sonny Gurney, who entered the insurance industry in 2003 and built the agency on a transparency-and-agent-ownership thesis after experiencing commission-withholding issues at a prior firm. 4T recruits and contracts independent agents to sell Medicare Advantage, Medicare Supplement, Medicare PDP, life insurance (Term, Whole, Universal, Indexed Universal, Final Expense), group health, ancillary (dental/vision/hearing, accident, critical illness, hospital indemnity), long-term care, and under-65 health products across more than 70 carrier relationships, including UnitedHealthcare, Humana, Aetna, Blue Cross Blue Shield, Mutual of Omaha, Cigna, and Lincoln Financial.

The company's core technology asset is 4TConnect, a proprietary agent-facing web portal that consolidates product and carrier information, online quoting engines for Medicare Supplements, Medicare Advantage, Health, Short-Term Medical, Ancillary, Final Expense, and Term insurance, enrollment forms, contracting workflows, training certification tracking, and a commission/book-of-business CRM. The portal is accessible from any device and is complemented by a private Facebook community, on-demand text-message support groups staffed by Medicare experts, and integrations with SuranceBay (contracting paperwork) and UnitedHealthcare's Jarvis platform (Medicaid/LIS beneficiary identification). Supporting services include free succession-planning consultation, E&O insurance, lead generation, direct mail campaigns (~4% return rate), telemarketing, and a production-based marketing rewards program called 4TDollars.

4T Brokerage earns revenue through commission overrides on insurance products sold by contracted agents, where agents may elect individual payment or assign commissions to an agency entity. Distribution is overwhelmingly indirect: independent agents are the primary customers (long-tail SMBs/individuals), with insurance carriers serving as upstream product suppliers. The firm is founder-led and privately held with no disclosed institutional investment, parent company, funding rounds, or M&A, and executes on agent acquisition via workshops, webinars, the annual Pre-AEP event at Soaring Eagle Casino and Resort, agent testimonials, and direct mail.

Name

4T Brokerage

Legal name

4T Brokerage

Website

https://4tbrokerage.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

4T Brokerage is a national insurance brokerage and Field Marketing Organization that recruits and supports independent insurance agents selling Medicare, life, group, ancillary, and under-65 health products through 70+ carrier partnerships via its 4TConnect platform.

Ownership category

akta.pro rank

Product category

Insurance Brokerage / Field Marketing Organization (FMO)

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH)

akta.pro secondary industries

Individual Health Insurance Brokerage & Distribution (FSAIAEAL), Medigap Distribution & Brokerage (Captive/Independent/IMO/FMO) (HLAEADAD), Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)

Keywords

• Insurance brokerage services
• Field marketing organization
• Medicare insurance products
• Independent agent support
• Life insurance products

Headquarters

HQ city

Auburn Hills

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

Revenue model

1. Insurance Commission Revenue: As an FMO insurance brokerage, 4T Brokerage earns commissions from insurance carriers when agents sell policies. Commissions are passed through to agents with the brokerage earning overrides. Agents can choose to be paid individually or assign commissions to an agency.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

4T Brokerage is an insurance brokerage and Field Marketing Organization (FMO) that recruits and supports independent insurance agents nationwide. The company contracts with 70+ insurance carriers to give agents access to Medicare Advantage, Medicare Supplement, Medicare PDP, life insurance, long-term care, group health, ancillary, and under-65 health products. It also provides agents with training, contracting support, lead generation, marketing tools, succession planning, and a proprietary online portal (4TConnect) for quoting, enrollment, and business tracking.

Product overview

4T Brokerage is an insurance brokerage FMO (Field Marketing Organization) offering a comprehensive portfolio of insurance products through over 70 carrier partnerships. The company operates as a single unified platform for insurance agents, combining Medicare products (Advantage, Supplement, PDP), life insurance (Term, Whole, Universal, Final Expense), group products, ancillary insurance, and under-65 health plans. The core agent-facing technology is 4TConnect, an online portal providing access to quoting tools, training, and contracting services. Supporting services include succession planning, marketing incentives (4TDollars), lead generation, direct mail, telemarketing, and E&O insurance.

Differentiator

Problem solved

Functional benefit

Brands

• 4TConnect: Online agent sales resource center providing access to product and carrier information, training and sales resources, quote engines, enrollment forms, and contracting access.
• 4TDollars

Products and services

• 4TConnect Agent Portal Online agent portal providing access to product and carrier information, training and sales resources, quote engines, enrollment forms, contracting access, workshop/webinar registration, and certification management. Accessible from any device. Used by independent insurance agents contracted with 4T Brokerage.
• Medicare Advantage Plans Medicare Advantage insurance plans offered to Medicare-eligible consumers through carrier partnerships including UnitedHealthcare, Humana, Aetna, Blue Cross, and others, distributed via contracted independent agents.
• Medicare Supplement Insurance Medicare Supplement (Medigap) insurance products providing additional coverage beyond original Medicare, distributed to consumers through independent agents.
• Medicare PDP (Prescription Drug Plans) Medicare Prescription Drug Plans providing prescription drug coverage for Medicare beneficiaries, distributed via contracted independent agents.
• Group Health Insurance Products Employer group health insurance products including Blue Cross Blue Shield, HAP Health Alliance Plan, Humana, Priority Health, and UnitedHealthOne, distributed via contracted independent agents.
• Life Insurance Life insurance products including Term Life, Whole Life, Universal Life, Indexed Universal Life, and Final Expense from carriers including AIG, American National, John Hancock, Lincoln Financial, Mutual of Omaha, Pacific Life, Prudential, TransAmerica, and others, distributed to consumers via independent agents.
• Long-Term Care Insurance Long-term care insurance products, including through OneAmerica, distributed to consumers via independent agents.
• Under 65 Health Insurance Health insurance for individuals under 65 including ACA plans (Ambetter, Florida Blue, Oscar, United Healthcare ACA), Short Term Major Medical (Allied National), and other products, distributed to consumers via independent agents.
• Ancillary Insurance Products Supplemental insurance including Accident, Critical Illness, Dental Vision & Hearing, Hospital Indemnity, and International Major Medical from carriers such as Aetna, Ameritas, Cigna, Delta Dental, and GeoBlue, distributed to consumers via independent agents.
• 4TDollars Marketing Incentive Program Marketing rewards program where agents earn 4TDollars based on production, redeemable for marketing support, lead generation, and marketing materials. Offered to contracted independent agents.
• Lead Generation Services Geographic and product-specific lead generation services focusing on local areas, provided to contracted independent agents.
• Direct Mail Marketing Campaigns Direct marketing campaigns with approximately 4% return rate for lead generation, provided to contracted independent agents.
• Telemarketing Appointment Services Call center services targeting local audiences to schedule appointments on agents' behalf, provided to contracted independent agents.
• E&O Insurance Errors and Omissions insurance offered to agents at competitive rates, covering professional liability for independent insurance agents.

Quantifiable outcome

• ~4% return rate on direct mail marketing campaigns
• +1 more outcomes

Named customers3 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

Integration4 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• UnitedHealthcarecoreStrategic or Co-development Partner · 25 March 2024Partner for training events. UnitedHealthcare presented LIS and Medicaid training to 4T Brokerage agents on March 25, 2024, covering topics including Jarvis Medicaid/LIS identification, DSNP products, and LIS/Medicaid application processes.
• Soaring Eagle Casino and ResortcoreStrategic or Co-development PartnerVenue partner for the annual Pre-AEP event. Hosts 4T Brokerage's 2-day annual event featuring carrier presentations, welcome reception, and agent networking opportunities.
• Retail Partners (CVS, Walmart, and other retailers)minorChannel Partner/ Reseller/ DistributorCommunity marketing partnerships through the retail marketing program, allowing agents to reach consumers in retail settings. Includes partnerships with Aetna and other carriers for retail marketing initiatives.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ritter Insurance Marketing: Ritter is one of the largest independent FMOs/IMOs in the Medicare and senior market space, recruiting and supporting independent agents with multiple carrier contracts. It is highly comparable to 4T Brokerage in FMO business model, agent-recruitment focus, and Medicare-centric product mix.
• Senior Market Sales (SMS): SMS is a national FMO/IMO serving independent agents focused on Medicare, life, and annuity products across multiple carriers. Like 4T Brokerage, it competes for independent agents through contracting support, training, and carrier access.

Emerging players

• GoHealth: GoHealth is a health insurance marketplace and Medicare-focused distribution platform that pairs digital lead generation with licensed agents. It overlaps with 4T Brokerage's Medicare distribution focus but emphasizes a technology-driven, call-center-led model rather than the FMO/independent-agent model.
• SelectQuote: SelectQuote is a direct-to-consumer senior market distribution company specializing in Medicare, life, and senior health products. It competes with 4T Brokerage for the same Medicare-Lead end consumer, though via a vertically integrated call-center model rather than independent agent recruitment.

Broad incumbents

• AmeriLife: AmeriLife is a large national distributor of insurance and retirement products operating through IMOs, FMOs, and agent networks. It overlaps directly with 4T Brokerage's Medicare, life, and ancillary distribution model but operates with significantly broader scale and PE backing.
• UnitedHealthcare: UnitedHealthcare is the largest Medicare Advantage carrier in the U.S. and a core strategic partner of 4T Brokerage for training events. As a carrier, it is also a competitive force via direct-to-consumer distribution that can disintermediate FMOs.
• Integrity Marketing Group: Integrity is the largest aggregator of FMOs/IMOs and insurance distribution platforms in the U.S., backed by private equity. It competes for agents and acquisition targets across the same Medicare and senior-life distribution market as 4T Brokerage, but at vastly greater scale.
• Mutual of Omaha: Mutual of Omaha is a long-standing carrier in Medicare Supplement, life, and ancillary products, and one of 4T Brokerage's listed carrier partners. As a carrier with strong FMO/agent relationships, it competes with FMOs for share of independent-agent attention and product placement.
• Humana: Humana is a top-tier Medicare Advantage and prescription drug plan carrier with its own large captive agent force. It is both a 4T Brokerage carrier partner and a direct competitor for Medicare-licensed independent agents.
• Cigna Insurance: Cigna is a major national health and benefits carrier that distributes Medicare Advantage, Medicare Supplement, and ancillary products through agent networks and FMOs. It is a carrier partner and competitor of distribution scale for FMOs like 4T Brokerage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/4tbrokerage
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/4t-brokerage

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 4T Brokerage