AmFirst Insurance Company

What AmFirst Insurance Company does

AmFirst Insurance Company is a privately held supplemental insurance carrier founded in 1998, domiciled in Oklahoma with administrative headquarters in Ridgeland, Mississippi. The company issues dental, vision, medical gap, group term life, disability, and (most recently) fixed and fixed indexed annuity products to employer groups, affinity groups, individual consumers, and financial professionals. Its flagship product, the Premium Saver Plan, is an employer-sponsored group medical gap insurance designed to reduce out-of-pocket costs when paired with high-deductible health plans and has compounded at an average rate of over 29% per year since its 2003 introduction.

The company operates an asset-light model with a direct headcount of 1-10 employees, outsourcing essentially all administration, claims, billing, broker services, and customer service to Morgan White Group (MWG) and MWG Administrators. Distribution is conducted through MWG Broker Services and an affiliated broker/agent network across 47 U.S. states, the District of Columbia, Puerto Rico, and the British Virgin Islands, supplemented by an Axonic Insurance / WealthVest wholesaling channel for annuities. AmFirst is a wholly owned subsidiary of AmFirst Holdings, Inc., whose portfolio includes AmFirst Life Insurance Company and AmFirst Specialty Insurance Company; the group has held an AM Best A- (Excellent) Financial Strength Rating with stable outlook since 2015 and has been most recently affirmed in October 2025, with AM Best citing consistent operating profitability and the strongest level of risk-adjusted capitalization.

Revenue is generated through recurring insurance premiums collected from group and individual policyholders and from annuity contract accumulation; specific premium or revenue figures are not publicly disclosed. The company is reinsured by Lloyd's of London for international medical policies and has been a member of the Federal Home Loan Bank of Dallas since 2003. Strategic posture in 2022-2026 has emphasized adding Premium Saver Plan state licenses (Nevada 2022, New Mexico 2024), entering the annuity market via the Axonic partnership in 2026, and divesting non-core subsidiaries (Monitor Life in 2020, New Providence Life in 2025).

Name

AmFirst Insurance Company

Legal name

AmFirst Insurance Company

Website

https://amfirstinsco.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

AmFirst Insurance Company is a privately held supplemental insurance carrier founded in 1998 that issues dental, vision, medical gap (Premium Saver Plan), life, disability, and annuity products to employer groups, affinity groups, individual consumers, and financial professionals across 47 U.S. states plus DC, Puerto Rico, and the British Virgin Islands.

Ownership category

akta.pro rank

Product category

Supplemental Health Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114), Direct Life Insurance Carriers (524113)

SIC

Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)

akta.pro secondary industries

Medicare Dental & Vision (MA Embedded & Supplemental) (FSAIAHAJ), Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM), Small Group Health Insurance (2–50/100) (FSAIAFAD), Group Annuities (Employer/Institutional) (FSAIACAI)

Keywords

• Supplemental health insurance
• Dental insurance plans
• Medical gap coverage
• Group term life insurance
• Fixed annuity products

Headquarters

HQ city

Ridgeland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Supplemental Medical Insurance Premiums: AmFirst generates revenue through insurance premiums collected from its supplemental medical products including dental plans (individual and group), vision plans, and medical gap plans. The flagship Premium Saver Plan is a group medical gap product that has grown at an average rate of over 29% per year and drives the majority of premium revenues and net earnings. Premium revenue is collected from group employers, associations, and individual policyholders across licensed states.
2. Annuity Products: AmFirst issues annuity products (fixed annuities, fixed indexed annuities) through its distribution partnership with Axonic Insurance. Annuities provide guaranteed income streams and represent a product line extension beyond core supplemental medical coverage.
3. Life Insurance Premiums: AmFirst collects premiums for group term life insurance products marketed to employers and affinity groups. Life insurance products complement the supplemental medical product suite and expand the company's addressable market.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

AmFirst Insurance Company issues and underwrites supplemental medical and life insurance products, with the Premium Saver Plan as its flagship employer-sponsored medical gap product, complemented by individual and group dental plans, vision plans, group term life insurance, disability insurance, and fixed/fixed indexed annuities. The company distributes these products through Morgan White Group's broker network across 47 U.S. states, DC, Puerto Rico, and the British Virgin Islands, and through Axonic Insurance/WealthVest for annuities.

Product overview

AmFirst Insurance Company offers a portfolio of supplemental medical and insurance products. The core product lineup includes the Premium Saver Plan (flagship medical gap insurance for employer-sponsored groups), Individual and Group Dental Plans, Vision Plans, Group Term Life Insurance, Disability Insurance, and Annuities. The Premium Saver Plan, launched in 2003, is the company's flagship product with a 29% average annual growth rate. Dental and vision plans formed the original product foundation starting in 1999. Products are marketed primarily through Morgan White Group and distributed via a network of licensed brokers across 47 states.

Differentiator

Problem solved

Functional benefit

Brands

• Premium Saver: Flagship group medical gap insurance plan designed to help reduce the cost of group medical coverage for employers. Grown at average rate of over 29% per year.
• Premium Saver Plan
• Dental Plans

Products and services

• Premium Saver Plan A flagship employer-sponsored group medical gap insurance product that helps reduce the cost of group medical coverage by covering deductibles, co-insurance, and co-pays when combined with high-deductible health plans. Designed for employer groups and affinity groups to reduce out-of-pocket healthcare costs; customizable plan design and benefit amounts allow groups to achieve maximum premium savings. Direct claims payment to providers ensures quick benefit delivery. Has grown at an average rate of over 29% per year since its introduction.
• Individual Dental Plans Individual dental insurance policies available to consumers seeking dental coverage outside of employer-sponsored group plans. Marketed through dedicated product websites including dentalforeveryone.com and insuranceforeveryone.com.
• Group Dental Plans Group dental insurance products offered to employers and affinity groups, marketed through the dedicated product website mwgdental.com and distributed via the Morgan White Group broker network.
• Vision Plans Supplemental vision insurance plans offered as part of AmFirst's supplemental product portfolio for individuals and employer groups.
• Group Term Life Insurance Group term life insurance products offered to employers and affinity groups, expanding AmFirst's supplemental coverage portfolio beyond medical products.
• Disability Insurance Disability insurance products covering all types of health insurance, approved in California in 2017 and in Hawaii in August 2017 to sell life and disability insurance.
• Annuities (Incline MYGA and HighLine FIA PLUS) Fixed and fixed indexed annuity products issued by AmFirst Insurance Company and distributed through Axonic Insurance and WealthVest's wholesaling network to financial professionals at banks, broker-dealers, credit unions, and RIAs across five U.S. regions. Includes the Incline MYGA (5.25% guaranteed for 3-year term) and the HighLine FIA PLUS (9% premium bonus rider on 5-year plan).

Quantifiable outcome

• Premium Saver Plan grew at an average rate of over 29% per year
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Axonic InsurancecoreChannel Partner/ Reseller/ Distributor · 23 April 2026WealthVest announced a strategic distribution partnership with Axonic Insurance to offer a suite of annuity products—including fixed and fixed indexed annuities—to financial professionals at banks, broker-dealers, credit unions, and registered investment advisers (RIAs) across the United States. The annuities are issued by AmFirst Insurance Company (A- rated by AM Best). Axonic Insurance, launched in 2024 and backed by Axonic Capital ($8 billion AUM), leverages WealthVest's wholesaling network across five U.S. regions. Products include the Incline MYGA (5.25% guaranteed for 3 years) and the HighLine FIA PLUS (9% premium bonus rider on the 5-year plan), available in 43 states and DC.
• Morgan White GroupcoreChannel Partner/ Reseller/ DistributorMorgan White Group (MWG) is the exclusive marketing arm and third-party administrator for AmFirst Insurance Company products. MWG has over 20 years of experience in the insurance industry and was voted one of the Top 10 Most Dependable Insurance Agencies in the Country by GOLDLINE Research. MWG handles broker recruitment, contracting, commission administration, claims processing, billing, and customer service for AmFirst. MWG's distribution footprint spans domestically and internationally. MWG Broker Services division manages broker relationships.
• WealthVestcoreGTM or Marketing PartnerWealthVest provides a wholesaling network across five U.S. regions that enables Axonic Insurance to distribute AmFirst-issued annuity products to financial professionals at banks, broker-dealers, credit unions, and RIAs. WealthVest's network is a key GTM channel for expanding AmFirst's annuity reach in the bank, broker-dealer, and RIA channels.
• Lloyd's of LondonminorOthersAmFirst Insurance Company's policies are backed by world-class reinsurers including Lloyd's of London. Lloyd's provides reinsurance capacity that supports AmFirst's ability to write and maintain insurance policies, particularly for international medical policies.

Scale indicators5 records

Recent moves11 records

Expansion highlights4 records

Direct peers

• Aflac: Largest U.S. provider of supplemental health insurance (accident, critical illness, hospital indemnity, dental, vision), distributed through employer payroll and broker channels. Closest direct comparable to AmFirst's Premium Saver, dental, and vision supplemental health portfolio.
• Equitable Holdings: Issuer of fixed, fixed indexed, and variable annuities plus life insurance distributed through financial professionals. Direct comparable to AmFirst's annuity offerings in broker-dealer and RIA channels.
• Athene Holding: Leading issuer of fixed and fixed indexed annuities distributed through banks, broker-dealers, and RIAs. Comparable competitor for AmFirst's HighLine FIA PLUS and Incline MYGA products in the bank and RIA channels.
• Unum Group: Major provider of supplemental insurance including disability, critical illness, hospital indemnity, dental, and life, sold through employer benefit brokers. Comparable in product mix, broker-distribution model, and target employer groups.
• Lincoln Financial Group: Issuer of fixed and fixed indexed annuities (Lincoln Annuities) plus life insurance distributed through financial professionals at banks, broker-dealers, and RIAs. Direct comparable to AmFirst's new annuity line through Axonic/WealthVest.
• National Western Life Insurance Group: Specialty life insurance and annuity underwriter selling fixed annuity and life products through independent agents. Closely comparable as a smaller, niche life and annuity carrier with multi-state licensing.
• Security Benefit: Annuity and retirement-focused insurance carrier distributing fixed and fixed indexed annuities through banks, broker-dealers, and RIAs. Comparable mid-size peer for AmFirst's HighLine FIA PLUS and Incline MYGA products.
• Globe Life: Supplemental life and health insurer (Globe Life, American Income Life, Liberty National) selling primarily through agent and broker networks to middle-income households and small employer groups. Highly comparable in distribution style and supplemental product focus.

Broad incumbents

• MetLife: Global incumbent in group dental, vision, life, disability, and annuities for employer groups and individuals. Comparable across multiple of AmFirst's product lines but with much broader scale and brand.
• Cigna Group (including Evernorth): Large incumbent offering dental, vision, supplemental health, life, and disability through employer benefit plans. Overlaps AmFirst's dental/vision portfolio but operates at far greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries5 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 AmFirst Insurance Company