APIM
APIM is a privately held insurance marketing organization, founded in 2010 in Glendale, California, that distributes life, annuity, and long-term care products from 30+ carriers to a nationwide network of independent insurance agents, providing back-office support, case design, contracting, and training services on a commission-based revenue model.
- Company typePrivate
- Founded2010
- HeadquartersGlendale, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What APIM does
APIM (American Partners Insurance Marketing), founded in 2010 and headquartered in Glendale, California, is a privately held insurance marketing organization (IMO) that distributes life insurance, annuity, and long-term care products on behalf of more than 30 top-rated carriers, including Prudential, MassMutual, Lincoln Financial, Nationwide, Global Atlantic, Corebridge, Athene, and Fidelity. The company serves a nationwide network of independent insurance agents and agencies, providing back-office support services across the full sales lifecycle: licensing and contracting, case design using InsMark illustration software, case management through underwriting, impaired-risk assessment, and advanced market support for complex cases including foreign national policies, premium financing, defined benefit plans, and estate planning. Agents access APIM through a self-service portal (Quotes, eApp, xRae, Carrier Forms, Questionnaire libraries) and through a dedicated wholesaling team that provides direct support and 24-48 hour illustration turnaround.
The underlying technology platform is an insurance-centric CRM integrated with carrier platforms and third-party tools including InsMark (illustrations), iPipeline (quoting and comparison), SuranceBay (contracting and appointment processing), and IntakeQ (lead generation). The product architecture combines core service lines (Licensing & Contracting, Sales Support, Case Design, Case Management, Marketing, Risk Assessment, Advanced Sales) with agent-facing digital tools and ongoing training programming delivered via Zoom virtual sessions and in-person carrier events. APIM also operates agent recognition and rewards programs aggregating carrier-level incentive offerings.
APIM's business model is commission-based: agents are appointed free of charge, and APIM earns transaction fees (commissions) from carriers on policies successfully placed through its distribution network. The company does not publicly disclose pricing or commission rates. Headcount is in the 11-50 range, and revenue figures are not disclosed in available source data. No funding rounds, acquisitions, leadership changes, or M&A activity are reported in the input material, and ownership structure is not publicly stated.
APIM firmographics
Firmographics- Name
- APIM
- Legal name
- American Partners Insurance Marketing
- Website
- https://apimusa.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- APIM is a privately held insurance marketing organization, founded in 2010 in Glendale, California, that distributes life, annuity, and long-term care products from 30+ carriers to a nationwide network of independent insurance agents, providing back-office support, case design, contracting, and training services on a commission-based revenue model.
- Ownership category
- akta.pro rank
Where APIM is headquartered
LocationHeadquarters
- HQ city
- Glendale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
APIM business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Distribution/Wholesaling: APIM operates as a premier insurance distributor/marketing organization earning commissions from insurance carriers for placing life, annuity, and long-term care policies through their network of independent agents. The company provides back-office services to agents in exchange for carrier commissions.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
APIM product offering
Product offeringCore offering
APIM (American Partners Insurance Marketing) is a wholesale insurance distributor that provides independent insurance agents and agencies with back-office support services for life, annuity, and long-term care products. The company offers case design, case management, licensing and contracting, sales support (including quotes, proposals, and risk assessments), advanced market strategies, and marketing/CRM tools, while granting agents access to over 30 top-rated insurance carriers. APIM earns commissions from carriers on placed policies and serves financial professionals nationwide from its Glendale, California headquarters.
Product overview
APIM (American Partners Insurance Marketing) is a premier life, annuity, and long-term care insurance distributor serving financial professionals nationwide. The company operates as a comprehensive back-office support platform offering a unified suite of services including Licensing & Contracting, Sales Support (Quotes Team), Case Design, Case Management, Marketing (CRM), Risk Assessment, and Advanced Sales. APIM provides agents with digital tools including Quotes, eApp, xRAE, Carrier Forms, Medical Impairment Questionnaires, and Lead Generation. The platform also offers training programs (Zoom Trainings, In-Person Trainings), rewards programs, and access to over 30 insurance carriers including American National, National Life, Global Atlantic, Corebridge, Lincoln Financial, Nationwide, Prudential, and MassMutual. The product architecture combines core service offerings with agent-facing digital tools and educational programs to support the complete insurance sales lifecycle from case design through commission realization.
Differentiator
Problem solved
Functional benefit
Products and services
- Licensing & Contracting A repository-based service that streamlines carrier appointment by allowing agents to submit their profiles once and request appointments with multiple carriers simultaneously, reducing redundant paperwork and speeding time-to-market for new producers.
- Sales Support Full-service sales support providing agents with a dedicated quotes team, proposal and sales material preparation, risk assessments, and access to advanced markets including foreign national cases, premium finance, defined benefit/contribution plans, executive bonus, and estate planning.
- Case Design Professional case design service utilizing InsMark illustration software to create detailed, easy-to-understand financial illustrations and supplemental policy presentations for clients, with 24-48 hour turnaround on standard case submissions.
- Case Management End-to-end case monitoring through the underwriting process, with dedicated case managers who track submissions, resolve issues, and ensure timely policy placement and commission realization for the agent.
- Marketing Program Comprehensive marketing program providing agents with an insurance-centric CRM, access to tools like Annuities Genius, InsMark, and iPipeline Quote & Compare, lead generation support, retirement and annuity planning seminars, and sales training materials.
- Advanced Sales Specialized sales support for advanced-market cases, including life insurance and annuity positioning for estate planning, retirement planning, LIRP/SERP plans, IRA/401K/pension designs, premium financing, and business insurance such as buy-sell agreements and executive bonus plans.
- Risk Assessment Impaired risk assessment service helping agents evaluate and place policies for clients with underlying health conditions such as cancer, diabetes, and heart conditions, by working directly with underwriters to navigate complex cases.
- Quotes Tool Online quoting tool enabling agents to run Term and Guaranteed Universal Life quotes and conduct risk assessments based on client information directly through the APIM portal.
- eApp Electronic application platform within the APIM portal enabling agents to submit policy applications online and streamline processing with carriers.
- xRae Agent-facing digital tool integrated into the APIM platform for policy management and client servicing activities.
- Carrier Forms Centralized repository of carrier-specific forms providing agents ready access to the documentation needed for policy submissions across multiple insurance carriers.
- Underwriting Questionnaires Comprehensive library of fillable questionnaires that covers medical conditions (cancer types, cardiovascular, diabetes, depression, etc.), avocation risks (aviation, climbing, racing, scuba diving, sky sports), and foreign national exposures (foreign-national, foreign-resident, foreign-travel), supporting case preparation for underwriting.
- Zoom Trainings Virtual training sessions hosted by carrier representatives featuring in-depth product training and sales pitch coaching for independent insurance agents.
- In-Person Trainings On-site carrier training events hosted at the APIM Glendale office, bringing industry-leading carriers together with agents for collaborative strategy work, networking, and identifying new market opportunities.
- Agent Recognition Events Annual recognition events such as the APIM Winter Gala that honor top-performing agents and agencies with awards and networking opportunities.
- Carrier Trips & Rewards Programs Aggregator and facilitator of carrier-led incentive programs for agents, including Corebridge QoL Rewards, Lincoln Premier Partner Program, and Americo UFirst Bonus Reward Program, offering carrier trips, bonuses, and elite development conferences.
- Life Quote Request Platform Comprehensive life insurance quote request platform supporting permanent life products with detailed applicant information, coverage objectives, riders, and product options including universal life, index UL, survivorship UL, and variable UL.
Quantifiable outcome
- 24-48 hour turnaround on detailed insurance illustrations
- +1 more outcomes
Companies that use APIM
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
APIM technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
APIM partnerships and signals
Strategic signalPartnerships
43 partnerships are on record, tiered core.
- American NationalcoreInsurance carrier partner in APIM's portfolio offering life and annuity products to independent agents.
- National Life GroupcoreInsurance carrier partner providing life insurance and annuity products through APIM's distribution network.
- Global AtlanticcoreInsurance carrier partner in APIM's carrier portfolio offering retirement and life insurance solutions.
- Corebridge FinancialcoreInsurance carrier partner with rewards programs including QoL Rewards and Elite Development Conference.
- AssuritycoreInsurance carrier partner providing life and income protection products through APIM distribution.
- AthenecoreInsurance carrier partner specializing in retirement savings products distributed through APIM agents.
- NationwidecoreLarge insurance carrier partner offering diverse insurance and financial products through APIM network.
- National Western LifecoreInsurance carrier partner providing annuity and life insurance products through APIM distribution.
- PrudentialcoreMajor insurance carrier partner offering life insurance and investment products through APIM agents.
- SagicorcoreInsurance carrier partner providing life insurance products through APIM distribution network.
- MassMutualcoreMutual life insurance company partner offering comprehensive insurance and retirement solutions.
- Lincoln Financial GroupcoreInsurance carrier with Premier Partner Program offering recognition trips and comprehensive product training.
- AmericocoreInsurance carrier partner with UFirst Bonus Reward Program offering 10% bonus upon qualification.
- FidelitycoreInsurance carrier partner providing life and annuity products through APIM distribution.
- OxfordcoreInsurance carrier partner in APIM's carrier portfolio.
- AllianzcoreGlobal insurance company partner offering life and health insurance products.
- John HancockcoreLife insurance carrier partner offering diverse insurance solutions.
- Mutual of OmahacoreInsurance carrier partner providing life, Medicare, and financial products.
- TransamericacoreMajor insurance and investment company partner in APIM's carrier network.
- PrincipalcoreInsurance and financial services partner offering retirement and insurance products.
- Symetra FinancialcoreInsurance carrier partner specializing in retirement and employee benefits.
- Foresterscorefraternal benefit organization partner offering life insurance products.
- Protective LifecoreInsurance carrier partner providing life insurance and annuity products.
- Columbus Life Insurance CompanycoreInsurance carrier partner in APIM's distribution network.
- Cincinnati LifecoreInsurance carrier partner offering life insurance products through APIM.
- Lafayette LifecoreInsurance carrier partner providing life insurance products.
- New York LifecoreMajor mutual life insurance company partner offering comprehensive insurance products.
- One AmericacoreInsurance carrier partner providing life and retirement products.
- ZurichcoreGlobal insurance company partner offering commercial and personal insurance.
- AmeritascoreInsurance carrier partner offering dental, vision, and financial products.
- Fidelity & Guaranty LifecoreInsurance carrier partner specializing in annuity products.
- Prosperity Life GroupcoreInsurance carrier partner in APIM's network.
- Gerber LifecoreInsurance carrier partner offering life insurance products.
- Banner LifecoreInsurance carrier partner providing life insurance.
- Ocean ViewcoreInsurance carrier partner in APIM's portfolio.
- Oxford Life Insurance CompanycoreInsurance carrier partner providing life and annuity products.
- Sons of NorwaycoreFraternal organization partner offering insurance products.
- Nassau Reinsurance GroupcoreReinsurance partner in APIM's carrier network.
- SecuriancoreInsurance carrier partner providing life insurance and financial products.
- Sentinel SecuritycoreInsurance carrier partner in APIM's distribution network.
- InsMarkcoreSoftware partnership for creating detailed financial illustrations and case designs using InsMark's illustration platform.
- iPipelinecoreTechnology partner providing quote and compare tools for insurance product comparison.
- SuranceBaycorePlatform provider for agent appointment processing and contracting portal functionality.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
APIM competitors and assessment
Company assessmentDirect peers
- Crump Life Insurance Services: Crump is a wholesale life insurance distributor providing carrier access, case design, and advanced markets support to independent agents — directly comparable to APIM's distribution model.
- Brokers International: Brokers International is a life insurance and annuity marketing organization offering multi-carrier access, contracting, and case support to independent agents — closely mirroring APIM's positioning.
- Highland Capital Brokerage: Highland Capital Brokerage is one of the largest independent life insurance and annuity distributors in the US, offering case design, advanced markets, and carrier access for independent agents — directly comparable to APIM's core model.
- Asset Marketing Systems: Asset Marketing Systems is a national IMO distributing life insurance and annuity products through independent agents, with carrier access and back-office services parallel to APIM's offering.
- Focused Annuity Group: Focused Annuity Group is an IMO specializing in annuity and life insurance distribution to independent producers, with comparable multi-carrier access and back-office services to APIM.
- Priority Financial Group: Priority Financial Group is an IMO that distributes life insurance and annuity products through independent agents, with carrier appointments and back-office infrastructure comparable to APIM's.
- DPL Financial Partners: DPL Financial Partners is a national insurance distribution platform serving independent financial professionals with annuity and life insurance products, overlapping with APIM's life/annuity focus.
- LifePro Financial Services: LifePro is a life insurance and annuity marketing organization that provides contracting, case design, and product access to independent agents — a close functional analog to APIM.
- Ash Brokerage (Alera Group): Ash Brokerage, now part of Alera Group, is a national life insurance and annuity IMO with a comparable service stack of case design, advanced markets, and back-office support for independent producers.
Emerging players
- Annex Wealth Management: Annex Wealth Management is a Midwest-focused financial services firm that, like APIM, supports independent financial professionals with insurance product access and back-office services, though with a more regional orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
APIM social profiles
Digital presenceAPIM financial estimates
Financial estimateRevenue estimate
Valuation estimate
APIM leadership team
Management profileNumber of profiles
APIM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
APIM 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 APIM
What does APIM do?
APIM (American Partners Insurance Marketing) is a wholesale insurance distributor that provides independent insurance agents and agencies with back-office support services for life, annuity, and long-term care products. The company offers case design, case management, licensing and contracting, sales support (including quotes, proposals, and risk assessments), advanced market strategies, and marketing/CRM tools, while granting agents access to over 30 top-rated insurance carriers. APIM earns commissions from carriers on placed policies and serves financial professionals nationwide from its Glendale, California headquarters.
Is APIM a public or private company?
APIM is a private company. It is classified as unknown and is currently operating.
When was APIM founded?
APIM was founded in 2010. It employs 11 to 50 people.
Where is APIM based?
APIM is headquartered in Glendale, United States, in the North America region.
How does APIM make money?
One revenue line is on record: insurance Distribution/Wholesaling.
Who are APIM's main competitors?
Direct peers on record are Crump Life Insurance Services, Brokers International, Highland Capital Brokerage, Asset Marketing Systems, Focused Annuity Group, Priority Financial Group, DPL Financial Partners, LifePro Financial Services and Ash Brokerage (Alera Group). Annex Wealth Management is listed as an emerging player.
Does APIM have an API?
No public API is recorded for APIM.