Annuity Agents Alliance
Annuity Agents Alliance is a US-based Field Marketing Organization providing independent annuity agents with a proprietary sales process, case design software, and turnkey lead-generation systems including radio, workshops, and pre-qualified leads, earning revenue primarily through commission sharing.
- Company typePrivate
- Founded2008
- HeadquartersErie, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Annuity Agents Alliance does
Annuity Agents Alliance is a privately held Field Marketing Organization (FMO) founded in 2008 and headquartered in Erie, Pennsylvania, that provides independent insurance agents and financial advisors with an integrated platform for selling annuity products. Its core offering centers on the proprietary Five-Step Sales Process (created by President Anthony Owen in 2011), supported by case design software including the Annuity Income Illustrator & Planner (which displays up to 18 income riders side by side) and the Annuity Growth & Rate Comparison Software for indexed annuity lookback rates. The company bundles these tools with multiple marketing systems: Safe Money & Income Radio (a trademarked radio lead-generation system co-founded in 2009), Retirement Shield 360 workshops (which claim up to 15 face-to-face appointments per month with 50%+ conversion), pre-qualified territory-based leads, social media and reputation management, and low-cost no-dinner workshop formats.
The business model operates on three revenue streams: commission sharing from annuity sales made by contracted partner agents (the primary stream, built on carrier affiliations), marketing system and lead-generation fees (workshops at approximately $2,000-$3,000, territory-priced leads), and bundled software access provided complimentary to producing partners. Agent affiliates access the platform through an agent portal and CRM with coaching, mentorship, and step-by-step training from fact finder to close. The company serves US-based independent agents and advisors targeting retirement-age consumers, and is increasingly incorporating AI-powered capabilities for lead scoring, personalized outreach, and marketing content generation. The company is founder-controlled, bootstrapped, and operates with 11-50 employees.
Annuity Agents Alliance firmographics
Firmographics- Name
- Annuity Agents Alliance
- Legal name
- Annuity Agents Alliance
- Website
- https://annuityagentsalliance.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Annuity Agents Alliance is a US-based Field Marketing Organization providing independent annuity agents with a proprietary sales process, case design software, and turnkey lead-generation systems including radio, workshops, and pre-qualified leads, earning revenue primarily through commission sharing.
- Ownership category
- akta.pro rank
Annuity Agents Alliance industry classification
Industry- Product category
- Insurance Marketing & Distribution Services
- NAICS
- Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM)
- akta.pro secondary industries
- Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH), Fixed Indexed Annuities (FIA) (FSAIACAB)
Keywords
Where Annuity Agents Alliance is headquartered
LocationHeadquarters
- HQ city
- Erie
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Annuity Agents Alliance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Agent Affiliation & Commission Sharing: Annuity Agents Alliance operates as an FMO providing resources to independent insurance agents who sell annuity products. The company earns revenue through affiliations with insurance carriers, sharing in commissions from annuity sales made by their partner agents. The company explicitly states 'we don't make money unless you do,' indicating aligned incentive structures with agent partners.
- Marketing Systems & Lead Generation Services: The company sells marketing systems and pre-qualified annuity leads to agents. Pricing mentioned includes Low-Cost No-Dinner Annuity Workshops at approximately $2,000 for 20-30 buying units, with two workshops typically supplied for $3,000. Additional services include Social Media Response & Internet Reputation Marketing, and pre-qualified annuity leads.
- Software & Tools Access: Proprietary software including Annuity Income Illustrator, Annuity Income Planner, and Annuity Growth & Rate Comparison Software are provided complimentary for contracted and producing partners. This suggests software access is bundled with agent affiliation rather than a separate paid product.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Low-Cost No-Dinner Annuity Workshops - approximately $2,000 for 20-30 buying units |
| Usage-based | Pay-as-you-go | Pre-Qualified Annuity Leads - territory-based pricing with no bulk buying or pre-payment required |
| Freemium | Monthly | Software Access - complimentary for contracted and producing partners |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Annuity Agents Alliance product offering
Product offeringCore offering
Annuity Agents Alliance operates as a Field Marketing Organization (FMO) that provides independent insurance agents and financial advisors with a complete ecosystem of marketing systems, a proprietary Five-Step Sales Process methodology, case design software, and lead generation services. The company earns revenue primarily through commission sharing with insurance carriers on annuity sales made by its contracted partner agents, with supplementary revenue from workshops, pre-qualified leads, and marketing services.
Product overview
Annuity Agents Alliance is an FMO (Field Marketing Organization) that provides a unified platform combining a proprietary sales methodology with integrated software tools and marketing systems. The core offering centers on the Five-Step Sales Process, supported by the Annuity Income Illustrator & Planner and Annuity Growth & Rate Comparison Software for case design and product comparison. The company's marketing systems include Retirement Shield 360 (workshop lead generation), Pre-Qualified Annuity Leads, Social Media & Reputation Marketing, Safe Money & Income Radio, and Low-Cost No-Dinner Workshops. All services are tied together with the Safe Money Kit client materials and sales tools, all designed to help annuity agents increase case size, improve closure rates, and reduce appointments needed to close business.
Differentiator
Problem solved
Functional benefit
Brands
- Safe Money & Income Radio: A radio annuity lead-generating marketing system co-founded by Anthony Owen in 2009, described as the most widely distributed, longest-lasting and most successful turnkey radio annuity lead-generating marketing system in the country.
- Retirement Shield 360
- Annuity Income Illustrator & Planner
Products and services
- 5-Step Sales Process A proprietary five-step sales methodology created by Anthony Owen in 2011 that guides agents from fact finder to close, featuring step-by-step training, mentorship, video/audio training, and full illustrative case designs based on successful annuity sales.
- Annuity Income Illustrator & Planner Proprietary software allowing agents to present one-page retirement solutions showing guaranteed lifetime income, inflation protection, and spousal survivorship. Includes income rider comparison displaying up to 18 riders side by side and income planning displaying all client income sources on a single illustrative page.
- Annuity Growth & Rate Comparison Software Software that compares indexed annuity lookback rates and allows sorting through numerous annuity carriers and products for best rates and features. Complimentary for contracted and producing partners.
- Retirement Shield 360 Annuity Workshop Systems A proven turnkey annuity lead generation system that connects agents and advisors with those in or approaching retirement, providing up to 15 face-to-face appointments per month with over 50% appointment conversion ratio, personalized website, income/risk-analysis software, and step-by-step training guides.
- Pre-Qualified Annuity Leads Lead generation service providing qualified annuity leads with complete contact information, demographics, investment details, and household income. Leads are annuity-branded, 100% exclusive, and confirmed by customer service representatives.
- Safe Money & Income Radio Turnkey radio annuity lead-generating marketing system co-founded in 2009 by Anthony Owen, providing branding, credibility, continuous reach to prospects and clients, and a continuous flow of annuity, asset-based LTC, and life insurance leads.
- Low-Cost No-Dinner Annuity Workshops Workshop system averaging 20-30 buying units for around $2,000 with online registration system and transparent pricing, providing an alternative to expensive dinner seminars.
- Social Media Response & Internet Reputation Marketing Fully managed internet and social media branding services including Facebook content management, storefront website with videos and content, Google Local Business management, podcasting production, and promotional video production.
- Safe Money Kit & Client Handouts A library of sales tools and client handout materials developed over two decades, available to contracted and producing partners and customizable with agent's logo, bio, and contact information.
Quantifiable outcome
- Some agents producing over $50 million/year in issued business using the company's systems
- +6 more outcomes
Companies that use Annuity Agents Alliance
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Annuity Agents Alliance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature6 records
Annuity Agents Alliance partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Eagle Shadow Financial, LLCcoreEagle Shadow Financial, LLC is the life and annuity agency co-founded by Anthony Owen in 2006. This agency grew to over $500,000 in target premium and over $20 million in annual annuity production. Through strategic partnerships and lessons learned from personal production, Anthony began transforming his agency into the FMO that became Annuity Agents Alliance. In 2008, Annuity Agents Alliance started coaching independent agents using systems developed through Eagle Shadow Financial.
- Safe Money Radio MarketingcoreCo-founded by Anthony Owen in 2009 alongside Eagle Shadow Financial and Annuity Agents Alliance. This entity developed the Safe Money & Income Radio system, which not only catapulted personal production but made it possible for some agent partners to produce more than they ever thought possible.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Annuity Agents Alliance competitors and assessment
Company assessmentBroad incumbents
- Integrity Marketing Group: Largest U.S. distributor of life and annuity products via FMOs/IMOs and a broad insurance and retirement platform. Directly comparable as the parent-style organization that consolidates FMO distribution; Annuity Agents Alliance itself brands as 'An Integrity Company.'
- Advisor Group: Large U.S. wealth management platform supporting thousands of financial advisors across independent broker-dealer and RIA channels. Comparable as a broad incumbent enabling financial professionals, with overlapping retirement-income and annuity distribution.
- Bankers Life: Insurance distribution arm of CNO Financial focused on middle-income Americans nearing retirement, with a strong captive/career-agent model selling annuities, life, and Medicare products. Overlaps in target customer (pre-retiree/retiree) and annuity distribution.
- AssetMark: Wealth management platform serving independent financial advisors with technology, practice management, and investment solutions. Adjacent incumbent in the independent advisor enablement space, with some overlap in retirement-income product distribution.
Direct peers
- Senior Market Sales: Major independent FMO focused on life insurance, annuities, and health products for senior and retirement-age clients. Highly comparable in target market (independent agents, retirement-income products) and FMO distribution model.
- Brokers International: Long-standing FMO/IMO providing life insurance, annuities, and retirement products to independent agents. Closely aligned business model: supporting independent agents with carrier access, marketing, and case design for annuity and life sales.
- Ash Brokerage: Independent insurance brokerage (IMO/FMO) focused on life insurance and annuity products, providing case design, advanced markets support, and practice-building tools to independent producers. Comparable in FMO/IMO role and annuity focus.
- CreativeOne: Independent marketing organization serving financial professionals with annuity, life, and wealth products, plus practice marketing and lead resources. Directly comparable FMO/IMO model serving independent agents in the retirement-income space.
- WealthVest: National marketing and distribution firm specializing in fixed, fixed indexed, and registered index-linked annuities, with a heavy focus on retail advisor/wholesaler support. Closely aligned in annuity specialization and advisor enablement.
Others
- iPipeline: Insurance technology provider offering illustration, e-application, and case-design software for life and annuity products used by carriers, distributors, and advisors. Comparable as a technology/case-design enablement layer used by FMOs and agents.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Annuity Agents Alliance social profiles
Digital presenceAnnuity Agents Alliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Annuity Agents Alliance leadership team
Management profileNumber of profiles
Profiles4 records
Annuity Agents Alliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Annuity Agents Alliance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Annuity Agents Alliance
What does Annuity Agents Alliance do?
Annuity Agents Alliance operates as a Field Marketing Organization (FMO) that provides independent insurance agents and financial advisors with a complete ecosystem of marketing systems, a proprietary Five-Step Sales Process methodology, case design software, and lead generation services. The company earns revenue primarily through commission sharing with insurance carriers on annuity sales made by its contracted partner agents, with supplementary revenue from workshops, pre-qualified leads, and marketing services.
Is Annuity Agents Alliance a public or private company?
Annuity Agents Alliance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Annuity Agents Alliance founded?
Annuity Agents Alliance was founded in 2008. It employs 11 to 50 people.
Where is Annuity Agents Alliance based?
Annuity Agents Alliance is headquartered in Erie, United States, in the North America region.
How does Annuity Agents Alliance make money?
Three revenue lines are on record. Agent Affiliation & Commission Sharing is the primary driver. The others are marketing Systems & Lead Generation Services and software & Tools Access.
Who are Annuity Agents Alliance's main competitors?
Broad incumbents on record are Integrity Marketing Group, Advisor Group, Bankers Life and AssetMark. Direct peers are Senior Market Sales, Brokers International, Ash Brokerage, CreativeOne and WealthVest. iPipeline is listed as an others.
Does Annuity Agents Alliance have an API?
No public API is recorded for Annuity Agents Alliance.
What industry is Annuity Agents Alliance in?
Annuity Agents Alliance's product category is Insurance Marketing & Distribution Services. Its primary akta.pro industry code is FSAAAAAM, Annuities & Investment-Linked Insurance Solutions (Retail), with a secondary code of FSAIAGAH, Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs). Its NAICS code is 52421 and its SIC code is 6411.