Family First Life Southeast

What Family First Life Southeast does

Family First Life Southeast operates as part of Family First Life (legal entity First Family Life, LLC), an insurance marketing organization (IMO) that distributes life, annuity, final expense, and mortgage protection insurance products through a network of independent contractor insurance agents. Founded in 2014 and headquartered in Kennesaw, Georgia (with the parent organization's main headquarters in Uncasville, Connecticut), the company recruits, trains, and supports licensed agents across all 50 states, connecting them with more than 20 top-rated insurance carriers including Aetna, Aflac, Transamerica, Lincoln Financial, Mutual of Omaha, Athene, and Corebridge Financial (AIG). The company markets four core product lines to consumers: Mortgage Protection Insurance, Final Expense Insurance, Indexed Universal Life (IUL), and Fixed Indexed Annuities (FIAs).

The business model is commission-based: FFL earns commissions from carrier partners when its agents sell policies, with agents receiving commission advances (typically 75% upfront and the remaining 25% in months 10-12 if the policy remains active), 100% vesting on day one, and carrier contract rates reaching up to 145%. The organization does not charge agents to join and operates no monthly fees, instead monetizing through the spread on carrier commissions and distributing monthly performance incentives — over $300,000 in personal production bonuses and $3,000,000 in agency production bonuses to qualifying agents. Go-to-market is sales-led through the independent agent field force, supplemented by direct-to-consumer quote requests captured via 60-second website forms.

Technology is largely supplied through third-party partnerships rather than proprietary development: FFL provides agents a CRM platform and partners with Integrity (an insurtech firm) for the Integrity Lead Center, which supplies agents real-time, immediately available insurance lead vendor inventory. The company reports scale metrics of over $50 billion in life insurance placed, 500,000+ families served, $500 million+ in premium sold, 80,000+ independent contractor agents in production, and 135 offices nationally.

Name

Family First Life Southeast

Legal name

First Family Life, LLC

Website

https://familyfirstlife.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Family First Life Southeast is a regional arm of an insurance marketing organization that recruits and supports independent contractor agents distributing life, annuity, final expense, and mortgage protection insurance from 20+ carriers to families across the United States.

Ownership category

akta.pro rank

Product category

Life Insurance Distribution / Insurance Marketing Organization

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Simplified Issue Whole Life / UL Insurance (FSAIABAH)

akta.pro secondary industry

Final Expense Term Life Insurance (FSAIAAAI)

Keywords

• Life insurance distribution
• Insurance marketing organization
• Independent agent network
• Annuity products
• Final expense coverage

Headquarters

HQ city

Kennesaw

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission Revenue from Insurance Carrier Partnerships: FFL earns commissions from insurance carriers when independent contractor agents sell policies. Agents receive commission advances (75% initially) with the remaining 25% paid in months 10-12. FFL has carrier contract rates up to 145% with some carriers. The company distributes monthly performance bonuses to qualifying agents.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Family First Life Southeast is an insurance marketing organization (IMO) that recruits, supports, and enables independent contractor insurance agents to sell life insurance, annuity, final expense, and mortgage protection products from 20+ top-rated carrier partners. The company distributes four core insurance products — Mortgage Protection, Final Expense, Indexed Universal Life (IUL), and Fixed Indexed Annuities (FIAs) — through 80,000+ agents across all 50 states, while also providing free training, a CRM platform, and lead generation through the Integrity Lead Center.

Product overview

Family First Life Southeast is an insurance marketing organization (IMO) operating as a single unified platform that connects independent contractor insurance agents with top-rated insurance carriers. The company offers four core insurance products: Mortgage Protection Insurance, Final Expense Insurance, Indexed Universal Life (IUL), and Fixed Indexed Annuities (FIAs). These products are distributed exclusively through independent agents in all 50 states. The platform supplements its product offerings with ancillary services including free life insurance sales training, a lead management system via the Integrity Lead Center, and competitive compensation structures with carrier contract rates up to 145%.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Protection Insurance Insurance product that pays off a mortgage in full upon the death of the policyholder, protecting families from losing their home. Most terms are designed to provide full return of premium if the policyholder outlives the policy. Sold to families by FFL's independent contractor agents.
• Final Expense Insurance Permanent life insurance covering end-of-life expenses such as funeral costs. Prices are locked for life, never increase, and the policy never ends. Sold to families by FFL's independent contractor agents.
• Indexed Universal Life (IUL) Life insurance policy with a cash value component that grows based on a market index. The death benefit is reduced by any outstanding loans against the cash value. Sold to families by FFL's independent contractor agents.
• Fixed Indexed Annuities (FIAs) Annuity products that credit interest using formulas based on changes in specific indexes. The crediting method determines how much interest is credited, and the rate and frequency of credits depend on the FIA contract terms. Sold to families and individuals by FFL's independent contractor agents.
• Free Life Insurance Sales Training Year-round free training provided to independent contractor insurance agents, offering accessible and in-depth insights from top active agents in the industry. Available to agents who work with FFL.
• Life Insurance Leads via Integrity Lead Center Lead generation service through partnership with Integrity, an Insurtech company. The Integrity Lead Center connects agents with real-time, immediately available insurance lead vendors. FFL does not sell leads; agents access vendors through this platform. Provided to independent contractor insurance agents.

Named customers4 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

Feature1 record

Partnerships

16 partnerships are on record, tiered core and minor.

• AetnacoreOthersTop insurance carrier partner providing life and health insurance products through FFL's independent agent network.
• AflaccoreOthersMajor supplemental insurance carrier partner offering accident and health products accessible through FFL agents.
• American AmicablecoreOthersInsurance carrier partner specializing in life insurance products distributed through FFL's independent agent network.
• AmericocoreOthersInsurance carrier partner offering life and annuity products through FFL agent distribution.
• AthenecoreOthersAnnuity carrier partner providing fixed indexed annuities through FFL's carrier network.
• Corebridge Financial (AIG)coreOthersMajor insurance and retirement solutions provider partner through AIG subsidiary.
• EthoscoreOthersInsurtech life insurance carrier partner offering simplified issue life insurance products.
• Foresters FinancialcoreOthersFraternal benefit organization providing life insurance and annuity products.
• Global AtlanticcoreOthersLife and annuity insurance carrier partner offering retirement and protection solutions.
• Lincoln FinancialcoreOthersFortune 250 insurance and retirement solutions company as carrier partner.
• Mutual of OmahacoreOthersEstablished insurance carrier providing life, health, and Medicare supplement products.
• TransamericacoreOthersLeading insurance and investment company offering wide range of insurance products.
• North American CompanycoreOthersLife insurance carrier partner specializing in term and universal life products.
• IntegritycoreTechnology or IntegrationLeading Insurtech company specializing in technology for insurance. FFL partners with Integrity for the Integrity Lead Center, providing agents access to real-time insurance lead vendor inventory.
• Make-A-WishminorOthersCharitable organization that FFL supports through donations as part of their philanthropy initiatives.
• Dream CenterminorOthersCharitable organization aiding individuals and families in need. FFL donates to support their mission and Premier seat purchases at their convention directly support the Dream Center.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Senior Market Sales: Senior Market Sales is an IMO specializing in final expense, Medicare supplement and senior-market products distributed through independent agents — directly comparable in target market and product mix to FFL's final expense focus.
• World Financial Group (Transamerica): World Financial Group is a Transamerica-affiliated IMO distributing life insurance and investment products through a large independent contractor network — comparable multi-carrier-ish distribution model targeting families.
• Symmetry Financial Group: Symmetry Financial Group is a large IMO distributing life insurance, mortgage protection, final expense and annuity products through a national network of independent contractor agents — directly comparable business model, product set and target customer to Family First Life.
• American Income Life (Torchmark): American Income Life is a Torchmark-owned insurer and life distributor focused on labor-union and credit-union member families, with a similar union/worksite and supplemental-life distribution approach overlapping FFL's family protection positioning.
• Liberty Bankers Life Group: Liberty Bankers Life Group is a carrier-and-distributor group focused on final expense and annuity products — already a partner on FFL's carrier shelf and competitively active in the same IMO distribution channel.

Others

• Transamerica: Transamerica is a leading life and annuity carrier that both partners with FFL for distribution and runs its own captive distribution arm — relevant both as a carrier counterparty and as a competitor in life/annuity placement.
• Aetna (CVS Health): Aetna is a major carrier partner in FFL's network; as a broadly diversified health and life insurance provider it represents the upstream counterparty-side relationship and the broader incumbent financial scale against which FFL's distribution is positioned.

Broad incumbents

• Primerica: Primerica is the largest publicly-traded independent life distributor in North America, using a multi-level independent sales force to place term life and other protection products — comparable scale and channel but a broader, public-market incumbent.
• Globe Life: Globe Life is a large publicly-traded life and supplemental health insurer that distributes primarily through direct-to-consumer and captive agents — a broader incumbent competing for the same family-protection buyer in simplified-issue life and final expense.
• Bankers Life (Colonial Penn parent): Bankers Life is a long-tenured supplemental insurance carrier-distributor focused on final expense, Medicare supplement and annuities to the senior market — directly comparable senior-market product and distribution positioning to FFL.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fflsoutheast
• YouTubeyoutube.com/user/FamilyFirstLife
• Facebookfacebook.com/FamilyFirstLife
• LinkedInlinkedin.com/company/family-first-life-southeast
• Instagraminstagram.com/FamilyFirstLife
• TikToktiktok.com/@familyfirstlife

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 Family First Life Southeast