Life Insurance Direct Marketing Association

What Life Insurance Direct Marketing Association does

Life Insurance Direct Marketing Association (LIDMA) is a non-profit trade association founded in 2006 and headquartered in Woodstock, Georgia, that serves the direct response sales segment of the U.S. life insurance industry. The association represents four member categories: producers/agencies/brokerages/distributors, licensed insurance and reinsurance carriers, business partners (including paramedical firms, technology providers, BGAs, and IMOs), and industry experts. Membership is sold on an annual subscription basis across three tiers (Producer $495 first year / $999 renewal; Business Partner $1,500 / $3,000; Insurance Company $4,250 / $8,500), supplemented by conference registration fees and 13 tiered sponsorship packages for the flagship Annual Conference & Business Showcase held at the Four Seasons Fort Lauderdale.

LIDMA's product surface is programmatic rather than software-based. The LIDMA eProcess initiative sets standards for digitizing life insurance application workflows through eApp, eSignature, Voice Signature, and eDelivery technologies, with reported member outcomes including a 3-8% net increase in placement rate and 8-12% savings on reduced delivery requirements. The Seal of Approval program, operating since 2010, certifies vendor solutions across eSignature, Straight-Through Processing, Voice Signature, and eDelivery categories. The Innovation Award is an annual Board-voted recognition for technology designed to change how life insurance is purchased. Distribution and member services run through a ClubExpress-powered website (lidma.org) with self-serve sign-up, a searchable membership directory, document library, event calendar, and inside-sales support via 866-890-LEAD.

Governance is exercised through a Board of Directors composed of senior executives from member organizations, with current President Brian Barnes (SCOR), Immediate Past President Nicole Buckenmeyer (Zinnia), Vice President Joe F. Klein IV (APPS), and Treasurer Jeff McCauley (Paperless Solutions Group / MIB). Founders Shervin Eftekhari (Zander Insurance Group) and Pat Wedeking (Mutual of Omaha) serve as Ex-Officio. The operating model is community-led, with member acquisition driven by the annual conference, peer referrals, testimonials, and digital channels (LinkedIn, X/Twitter, email). The organization celebrated its 20th anniversary at the 2026 conference, indicating durable but steady-state maturity rather than high-growth momentum.

Name

Life Insurance Direct Marketing Association

Legal name

Life Insurance Direct Marketing Association

Website

https://lidma.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Life Insurance Direct Marketing Association (LIDMA) is a non-profit trade association founded in 2006 that serves the direct response life insurance industry through membership tiers, the annual LIDMA Conference & Business Showcase, the Seal of Approval vendor certification, and the LIDMA eProcess digitization standards for producers, carriers, technology vendors, and paramedical firms.

Ownership category

akta.pro rank

Headquarters

HQ city

Woodstock

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: LIDMA generates revenue through annual membership fees collected from three tiers: Producer/Agency/Brokerage/Distributor ($495 first year; $999 thereafter), Business Partners ($1,500 first year; $3,000 thereafter), and Insurance Companies ($4,250 first year; $8,500 thereafter). Additional revenue is derived from annual conference registrations, sponsorship packages, and document/educational resource fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

LIDMA is a non-profit trade association that serves the direct response life insurance industry through tiered membership programs for producers, carriers, and business partners; networking and educational events including an Annual Conference & Business Showcase; the LIDMA eProcess initiative promoting straight-through-processing standards (eApp, eSignature, eDelivery, automated underwriting); vendor vetting via a Seal of Approval program; and industry advocacy. Membership unlocks access to a member directory, document library, event calendar, and committee participation.

Product overview

LIDMA (Life Insurance Direct Marketing Association) is a non-profit trade association serving the life insurance direct response industry. Rather than a unified software product, LIDMA operates as a membership organization offering multiple interconnected programs: its flagship LIDMA eProcess initiative provides process improvement standards and a free Cost Benefit Analysis Tool for automation; the Seal of Approval certification program validates vendor solutions for eSignature, Straight-Through Processing, Voice Signature, and eDelivery; the Innovation Award recognizes technology disruptors in the industry; and the Annual Conference & Business Showcase delivers networking and education. LIDMA membership provides access to market research, legal compliance resources, vetted vendor partners, and a document library.

Differentiator

Problem solved

Functional benefit

Products and services

• LIDMA Membership Program

Quantifiable outcome

• High volume life insurance agencies that take full advantage of eProcess technologies can expect a 3-8% (5% avg.) net increase in placement rate (e.g., 70% to 73-78%)
• +3 more outcomes

Named customers15 records

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

Six partnerships are on record, tiered flagship and core.

• 2026 Annual LIDMA Conference SponsorsflagshipGTM or Marketing Partner · 1 January 2026The 2026 Annual LIDMA Conference & Showcase, held September 20-23, 2026 at Four Seasons Fort Lauderdale, features sponsorship packages ranging from $1,500 to $8,000. Sponsors receive signage, recognition, mobile app placement, attendee lists, and showcase display opportunities. Premier sponsor receives exclusive 20-minute private session with attendees. Specific named sponsors include Banner Life (Evening with LIDMA) and Protective Life (Pickleball Tournament).
• American Para Professional Systems (APPS)coreTechnology or Integration · 1 January 2026APPS is a member company collaborating on industry research. Joe F. Klein, IV (APPS) serves as LIDMA Vice President. APPS participates in joint research initiatives including excess mortality studies alongside other member organizations.
• Clinical Reference LabscoreTechnology or Integration · 1 January 2026Clinical Reference Labs collaborated with ExamOne and other member companies on research identifying $6.7 billion in excess mortality, specifically focusing on protective value from tobacco, diabetes, and blood pressure testing in life insurance underwriting.
• ExamOnecoreTechnology or Integration · 1 January 2026ExamOne is a key member company contributing to LIDMA's process improvement and industry research initiatives. John Reynolds, VP Strategic Solutions at ExamOne, serves as a LIDMA Director. ExamOne participated in the joint research study on protective value in underwriting.
• IMS ParamedcoreTechnology or Integration · 1 January 2026IMS Paramed is a member company participating in LIDMA's collaborative industry research efforts, including the joint study on excess mortality and protective value in life insurance underwriting.
• Seal of Approval Holders (eApp, eSig, eDelivery, STP Vendors)coreTechnology or IntegrationLIDMA operates a Seal of Approval program recognizing member organizations that implement technology enhancements for process improvement aligned with the LIDMA eProcess. Categories include e-Signature, Straight-Through Processing, Voice Signature, and eDelivery. The Seal of Approval has been awarded since 2010 to vendors that improve customer service, reduce policy processing times, and increase revenue for LIDMA members.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Big 'I' (Independent Insurance Agents & Brokers of America): Big 'I' is the national trade association for independent insurance agents and brokers across P&C and life lines. Comparable to LIDMA in structure (membership-funded, conference-driven, advocacy-active) but serving a multi-line distribution channel rather than direct response life insurance specifically.
• MDRT (Million Dollar Round Table): MDRT is a global independent association of leading life insurance and financial services professionals recognized for sales achievement. Comparable to LIDMA as a member-based life insurance organization with an annual meeting, though focused on individual producer excellence rather than distribution channel operations.
• NAIFA (National Association of Insurance and Financial Advisors): NAIFA is a long-standing US trade association for insurance and financial advisors across multiple lines, including life insurance. Comparable to LIDMA as a membership organization serving life insurance producers, but with a broader professional-development and advocacy remit that spans more than direct response.
• ACLI (American Council of Life Insurers): ACLI is the principal trade association for US life insurers, representing the carrier side of the industry on policy, advocacy, and research. It is a broader incumbent to LIDMA: same life insurance industry but a wider scope and a more policy/advocacy orientation versus LIDMA's distribution-channel focus.

Others

• Society of Actuaries (SOA): SOA is a global professional association for actuaries, many of whom work in life insurance product, underwriting, and pricing. Adjacent to LIDMA in that its members interact with the direct-response channel (especially in accelerated underwriting), but it serves individual credentialed professionals rather than distribution firms.

Direct peers

• NAILBA (National Association of Independent Life Brokerage Agencies): NAILBA is the leading trade association for independent life brokerage agencies and BGAs, the distribution channel that overlaps most directly with LIDMA's direct-response producers. Comparable in scale, membership-tier pricing model, and annual meeting structure.
• LIMRA: LIMRA is the largest US trade association serving the life insurance and retirement industry with research, benchmarking, and member convening. It is directly comparable to LIDMA as a membership organization for life insurance distribution and operations, though broader in scope than LIDMA's direct-response focus.
• GAMA International: GAMA International is a global trade association serving field leaders in the life insurance and financial services industry with leadership development, conferences, and research. Highly comparable as a non-profit, membership-funded life insurance industry association with an annual conference and tiered dues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LIDMA
• LinkedInlinkedin.com/company/81997805

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Life Insurance Direct Marketing Association