Bridge Benefits Group

What Bridge Benefits Group does

Bridge Benefits Group is an independent workplace benefits advisory firm founded in September 2020 by Paul H. Etra, who previously spent more than 18 years as CFO and Senior Vice President of Corporate Benefits at PRB Wealth Management. The firm designs and manages workplace retirement plans (401k, 403b, profit sharing, cash balance, defined benefit, combination, and solo 401k plans), brokers group health insurance and PEO arrangements, and serves individuals with life insurance, rollover and distribution guidance, and one-on-one financial education. Its stated differentiator is structural independence from any specific provider, recordkeeper, or product manufacturer, combined with a co-fiduciary service model targeting small, medium, and large businesses, non-profits, and individuals in the Northeast US.

The firm has no proprietary technology platform. Its service delivery stack is assembled from third-party partners: LPL Financial provides broker-dealer infrastructure, FINRA/SIPC securities execution, and retirement plan tools (fiduciary monitoring, benchmarking access); IHT Wealth Management provides the registered investment advisor platform for investment advisory services; Fiduciary Benchmarks supplies plan benchmarking and fee analysis; and FMG Suite powers the marketing website, resource center, and content library (calculators, glossary, tax resources). Distribution is direct B2B sales-led through consultative outreach to business owners, CFOs, HR directors, accountants, and trusted advisors, with free plan reviews as the top-of-funnel lead generator.

Commercially, Bridge Benefits Group is a privately held, founder-owned firm with no disclosed institutional funding or external ownership. Revenue is generated from professional services fees for benefits consulting and plan management, plus commissions or fees on securities placed through LPL and investment advisory fees through IHT. Pricing is quote-based and tailored per engagement rather than publicly disclosed. The firm employs approximately five professionals across its Brooklyn, NY headquarters (195 Montague Street, 14th Floor) and a Holmdel, NJ office (101 Crawfords Corner, c/o CoLabs).

Name

Bridge Benefits Group

Legal name

Bridge Benefits Group

Website

https://bridgebenefitsgroup.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Bridge Benefits Group is an independent workplace benefits advisory firm serving small, medium, and large businesses, non-profits, and individuals in the Northeast US with retirement plan consulting, group health insurance and PEO solutions, and individual financial services.

Ownership category

akta.pro rank

Product category

Workplace Benefits Advisory

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Insurance Agents, Brokers & Service (6411), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Benefits Administration (BPACAPAC)

akta.pro secondary industries

Benefits Administration & Total Rewards Outsourcing (BPACAKAE), Benefits Administration & Enrollment Support (BPAAAIAB)

Keywords

• Workplace benefits consulting
• Retirement plan advisory
• Group health insurance brokerage
• Fiduciary plan management
• Employee benefits advisory

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Benefits Consulting & Advisory Services: Revenue generated from consulting fees for workplace retirement plan design, implementation, and ongoing management services. The firm acts as an independent advisor helping businesses optimize cost-effective retirement and benefits programs.
2. Securities & Investment Advisory: Securities offered through LPL Financial (member FINRA/SIPC) and investment advice through IHT Wealth Management. The firm earns commissions or fees from financial products placed through these partnerships.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Bridge Benefits Group is an independent workplace benefits advisory firm that designs, implements, and manages custom retirement plans (401k, profit sharing, cash balance, 403b, defined benefit, solo 401k) and negotiates group health insurance and PEO arrangements for small, medium, and large businesses and non-profits. The firm also serves individual plan participants with life insurance, rollovers, distributions, and one-on-one financial education.

Product overview

Bridge Benefits Group is a workplace benefits advisory firm offering a portfolio of retirement plan and insurance services. The core offerings include Workplace Retirement Plans (spanning 401k, Profit Sharing, Cash Balance, 403b, Defined Benefit, and Solo 401k plans) and Group Health Insurance & PEOs, supplemented by Individual Services (life insurance, rollovers, education). A Resource Center provides educational content through a financial glossary, tax resources, and calculators. All offerings are advisory-based services delivered through partnerships with LPL Financial and IHT Wealth Management.

Differentiator

Problem solved

Functional benefit

Products and services

• Workplace Retirement Plans Comprehensive retirement plan advisory services covering 401(k), Profit Sharing, Cash Balance, Combination Plans, 403(b), Defined Benefit, and Solo 401(k) plans for businesses and non-profits, including evaluation, design review, proposal selection, fiduciary risk management, participant education, and ongoing plan management.
• Group Health Insurance & PEOs Group health insurance and Professional Employer Organization advisory services helping businesses obtain competitive rates through negotiation with various insurers and PEO providers, including traditional health insurance plans and co-employment arrangements that pool small to medium-sized companies for Fortune 500-level benefits.
• Individual Services Individual financial services for plan participants and employees of client organizations, including life insurance, withdrawals, rollovers, distributions, account access support, and one-on-one personalized financial education sessions.

Quantifiable outcome

• Reduce expenses and improve benefits for businesses
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• LPL FinancialcoreTechnology or IntegrationSecurities offered through LPL Financial, member FINRA/SIPC. LPL provides the technology platform, research, and brokerage infrastructure for Bridge Benefits Group's investment advisory services. The firm is supported by LPL Financial's retirement plan tools including fiduciary monitoring systems and benchmarking capabilities.
• IHT Wealth ManagementcoreTechnology or IntegrationInvestment advice offered through IHT Wealth Management, a registered investment advisor. IHT provides the RIA infrastructure and investment advisory platform for Bridge Benefits Group's wealth management services.
• Fiduciary Benchmarks, Inc.coreTechnology or IntegrationPartnership with Fiduciary Benchmarks provides enhanced fiduciary capabilities including Retirement Outcomes Evaluator, PlanPoint, PlanProfile, and FeeChecker tools for plan benchmarking and fee analysis.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lockton Companies: Lockton is the world's largest independent insurance brokerage, with deep employee benefits and retirement consulting practices serving mid-market and large employers. Comparable benefits advisory model, though Lockton operates at far greater scale, geographic breadth, and product depth.
• Hub International: Hub International is a large North American insurance brokerage offering group benefits, retirement, and P&C across employer clients of all sizes. Provides overlapping benefits advisory capabilities to Bridge Benefits but operates at significantly broader scale and geographic footprint.
• Brown & Brown: Brown & Brown is a national insurance brokerage providing employee benefits, retirement plan services, and P&C brokerage across employer segments. Overlaps with Bridge Benefits in group benefits and retirement plan advisory, though much larger and more diversified.
• USI Insurance Services: USI is a top-10 US insurance brokerage delivering property/casualty, employee benefits, and retirement plan consulting to mid-market and large employers. Comparable to Bridge Benefits in employee benefits and retirement advisory, but with a much larger national platform and proprietary benchmarking tools.
• Acrisure: Acrisure is one of the largest US insurance brokerages, offering employee benefits, retirement, and P&C across employer clients. Comparable benefits and retirement advisory capabilities, with a much larger and rapidly consolidated platform.
• Marsh McLennan: Marsh McLennan (parent of Mercer and Marsh) is a global professional services firm offering retirement and health benefits consulting through Mercer and Marsh Benefits. Operates broadly in the same employer benefits consulting space as Bridge Benefits but as a global incumbent.

Direct peers

• NFP: NFP (an Aon company) is a major insurance brokerage and benefits consulting firm offering retirement plan advisory, group benefits, and PEO services to mid-market and large employers. Competes head-to-head with Bridge Benefits in workplace retirement plan advisory and group health benefits brokerage.
• Risk Strategies Company: Risk Strategies is a national specialty insurance brokerage with strong employee benefits and retirement plan practices serving mid-market employers and non-profits. Closely comparable to Bridge Benefits in target segment and service mix, though with broader specialty capabilities.
• OneDigital: OneDigital is one of the largest US benefits and wealth advisory firms, providing retirement plan consulting, health and benefits brokerage, and HR consulting to mid-market and large employers. Directly comparable to Bridge Benefits Group in core retirement plan advisory, health benefits brokerage, and PEO-adjacent services.
• Hilb Group: Hilb Group is a mid-market insurance brokerage providing employee benefits, retirement plan advisory, and P&C to businesses and non-profits. Closely mirrors Bridge Benefits' target customer profile (small/mid businesses and non-profits) and benefits advisory model, though Hilb is more geographically diversified.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bridgebenefits

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Bridge Benefits Group