What LLIS does

LLIS is a Tampa, Florida-based insurance advisory and intermediary firm founded in 1998 by Judith Maurer that serves fee-only financial advisors and, through them, their individual clients. The firm operates a B2B2C model in which it does not accept insurance commissions, instead charging advisors a service fee and presenting itself as a conflict-free resource for product selection across term life, universal life, variable universal life, guaranteed universal life, disability, critical care, long-term care, annuities, hybrid policies, and life settlements. Advisors receive case design, quoting, in-force illustrations, and policy review support rather than direct policy placement commissions.

The firm supports this workflow with three proprietary tools — AIM for case design and illustration, APE for post-issue servicing, and NOTE for advisor communication — alongside an in-house specialist model in which each product line is staffed by a dedicated expert. LLIS holds insurance licenses in all 50 U.S. states, enabling nationwide coverage for advisor clients regardless of geography. Distribution and education are anchored by the annual Insurance Academy (now in its 17th year), a recurring monthly webinar program, and long-standing sponsorships of fee-only advisor organizations including NAPFA, XYPN, the Alliance of Comprehensive Planners, the Garrett Planning Network, and NAPFA Genesis.

LLIS is family-owned and operated under second-generation leadership: Mark Maurer became President and CEO in 2012, with Dave Sexton joining as Chief Information Officer in 2015 to lead technology enablement. The firm reports more than 300 years of combined insurance experience across a 20+ person specialist team. Its commercial model is advisory fee-based, with no premiums or commissions charged to clients, positioning it as an intermediary rather than a broker-dealer or captive agent.

Name

LLIS

Legal name

LLIS

Website

https://llis.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

LLIS is a Tampa-based insurance intermediary founded in 1998 that helps fee-only financial advisors select and service insurance products across life, disability, LTC, and annuities, charging an advisor fee rather than commissions.

Ownership category

akta.pro rank

Product category

Insurance Advisory Services

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industries

Hybrid Life + LTC (Linked-Benefit) Insurance (FSAIAJAB), Universal Life (UL) Insurance (FSAIABAB)

Keywords

• Insurance advisory services
• Life insurance brokerage
• Disability insurance
• Long term care insurance
• Annuity solutions

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Intermediation / Referral: LLIS acts as an intermediary between fee-only financial advisors and insurance carriers. As salaried employees who do not accept commissions, referral fees, or kickbacks, LLIS earns revenue by facilitating insurance placements for advisors and their clients. The company works with multiple insurance carriers to match client needs with appropriate products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

LLIS is an insurance advisory firm that works exclusively with fee-only financial advisors to provide objective, commission-free insurance solutions for their end clients. The firm offers a comprehensive product suite spanning term and permanent life insurance, disability insurance, critical care insurance, long-term care insurance, immediate and deferred annuities, hybrid life/LTCi and annuity/LTCi products, survivorship life, and life settlements. LLIS supports advisors with personal case managers, proprietary communication tools, free policy reviews throughout the life of the policy, and educational programs including monthly webinars and an annual Insurance Academy.

Product overview

LLIS operates as an insurance advisory firm serving fee-only financial advisors and their clients. The company offers a comprehensive portfolio of insurance products centered on life insurance (term, universal, variable universal, guaranteed universal, and survivorship), disability insurance, critical care insurance, long term care insurance, annuities (immediate, fixed, variable), and hybrid products combining life or annuity with long term care coverage. LLIS also provides ancillary services including life settlements, policy reviews, and educational programs such as the annual LLIS Insurance Academy and monthly webinars. The firm distinguishes itself through low-load insurance products (commission-free) and technology-enabled communication tools including AIM (Application Information Message), APE (Advance Premium Email), and NOTE (Notification of Term Expiration) to keep advisors and clients informed throughout the insurance process.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance Individual and group term life insurance providing a death benefit for a specified period; placed through multiple carriers for advisors' clients.
• Universal Life Insurance Flexible-premium permanent life insurance with adjustable death benefit and cash accumulation, including survivorship variants, placed through multiple carriers.
• Variable Universal Life (VUL) Securities-based permanent life insurance where the policy owner directs cash value among separate account investment options.
• Guaranteed Universal Life (GUL) Permanent life insurance with flexible premiums and accumulation value designed around a guaranteed death benefit and guaranteed premiums, without emphasis on cash value interest.
• Disability Insurance Income protection coverage for individual, business, and group disability needs, with riders such as catastrophic disability benefit, cost-of-living adjustment, and future increase option.
• Critical Care Insurance Insurance that pays a benefit upon diagnosis of specified critical illness conditions, providing financial support during serious health events.
• Long Term Care Insurance Coverage for extended care needs, with riders such as compound inflation, shared care, nonforfeiture benefit, and restoration benefit.
• Immediate Annuities Annuity contracts that begin payments immediately upon annuitization, providing retirement income.
• Fixed Annuities Deferred annuities that grow at a stated fixed interest rate, designed to minimize risk during market declines.
• Variable Annuities Deferred annuities whose values vary with underlying investment fund performance, with investment risk borne by the policy owner.
• Hybrid Life/LTCi Combined life insurance and long-term care insurance product providing dual coverage benefits from a single contract.
• Hybrid Annuity/LTCi Combined annuity and long-term care insurance product that pairs retirement savings growth with LTCi protection.
• Life Settlements Service enabling policy owners to sell existing life insurance policies for a lump sum rather than letting them lapse.
• Survivorship Life Insurance Permanent life insurance covering two lives (spouses, partners, or business partners) with death proceeds paid upon the death of the second insured.

Quantifiable outcome

• 97.5% advisor satisfaction rating on friendliness and helpfulness
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• NAPFA (National Association of Personal Financial Advisors)coreGTM or Marketing PartnerLong-time supporter with sponsorship and exhibit presence. NAPFA is a professional organization of fee-only financial advisors. LLIS participates as a sponsor and exhibitor at NAPFA events, including NAPFA Genesis for new advisors.
• ACP (Alliance of Comprehensive Advisors)minorGTM or Marketing PartnerLong-time supporter with sponsorship and exhibit presence at ACP events.
• XY Planning NetworkcoreGTM or Marketing PartnerLong-time supporter with sponsorship and exhibit presence. XYPN members receive discounted registration ($200) for the LLIS Insurance Academy. XYPN is a network of fee-only advisors serving Gen X and Y clients.
• Garrett Planning NetworkminorGTM or Marketing PartnerLong-time supporter with sponsorship and exhibit presence at Garrett Planning Network events.
• NAPFA GenesisminorGTM or Marketing PartnerGenesis program for non-member fee-only advisors. NAPFA Genesis members receive discounted registration ($200) for the LLIS Insurance Academy.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• HUB International: Global insurance brokerage placing personal and commercial coverage through a network of offices. Comparable as a multi-line insurance intermediary with advisor-facing capabilities, though much larger and not fee-only focused.
• IMA Financial Group: Insurance and wealth management firm with commercial, personal, and benefits brokerage practices. Comparable multi-line insurance intermediation model to LLIS, with overlapping advisor-facing capabilities.
• A.J. Gallagher: Large insurance brokerage and risk management services firm with significant retail and advisor-channel operations. Comparable intermediary model to LLIS across life and commercial lines, but operating at significantly greater scale and breadth.
• Holmes Murphy: Large independent insurance brokerage and risk management firm serving advisors, employers, and individuals across commercial and personal lines. Comparable as an insurance intermediary model, though far broader and not exclusively fee-only-advisor focused.
• Marsh McLennan: Largest global insurance broker and risk advisor with deep personal lines and wealth-adjacent practices. Comparable as an insurance intermediary platform, though serving enterprise and ultra-high-net-worth segments rather than fee-only RIAs specifically.
• NFP (National Financial Partners): Insurance and financial services intermediary with advisor- and employer-focused practices across life, benefits, and wealth. Comparable distribution and intermediation model to LLIS, but at much greater scale and across a wider product set.
• OneDigital: Insurance, benefits, and HR consulting firm serving employers and advisors with a multi-product platform. Comparable as an insurance and wealth intermediary operating at scale, though with a broader employer/benefits tilt than LLIS.

Regional players

• Keenan & Associates: California-based insurance brokerage and consulting firm with personal and commercial lines. Comparable as an insurance intermediary with advisor/employer relationships, though concentrated on the West Coast rather than fee-only advisors nationwide.
• Dimond Brothers Insurance: Midwest-focused independent insurance agency and brokerage with personal and commercial lines. Comparable as an insurance intermediary business model, but serving a regional market rather than a nationwide fee-only channel.

Direct peers

• True Network Advisors: Insurance platform built specifically to connect fee-only financial advisors and RIAs with vetted insurance carriers and solutions. Highly comparable to LLIS's B2B2C, fee-only-advisor-focused intermediary model across life, disability, and annuity products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/teamLLIS
• Facebookfacebook.com/teamLLIS
• Instagraminstagram.com/teamLLIS

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 LLIS