LTC Shop
Independent long-term care insurance brokerage co-founded by Scott and Carolyn Olson, licensed in all 50 states, offering traditional, hybrid, and asset-based LTC policies from 15+ top-rated carriers to individual consumers nationwide via consultative agent sales and digital quote tools.
- Company typePrivate
- Founded1999
- HeadquartersCamano Island, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What LTC Shop does
LTC Shop (LTCShop.com) is an independent long-term care (LTC) insurance brokerage co-founded by Scott A. Olson, CLTC and Carolyn E. Olson, CLTC, LTCCP, and headquartered in San Marcos, Texas. The firm has operated for over 25 years in the LTC insurance category and is licensed to sell LTC insurance across all 50 U.S. states and the District of Columbia. Its core product offering spans traditional LTC insurance, hybrid life/LTC policies, asset-based annuity/LTC solutions, recovery/short-term care insurance, and state-approved Long-Term Care Partnership Policies that provide dollar-for-dollar Medicaid asset protection. As an independent brokerage rather than a captive agent, LTC Shop represents clients across 15+ top-rated carriers including Aetna, Bankers Life, Brighthouse Financial, CareScout/Genworth, Forethought, John Hancock, Lincoln Financial, Nationwide, OneAmerica, and Securian.
The firm operates a no-technology-platform business model — its proprietary technology consists of a consumer-facing website with form-driven quote tools (Policy Finder, Rough Quote Calculator, Build Eligibility Checker, and Underwriting Route Evaluator) rather than any AI/ML system. Revenue is earned through standard insurance brokerage commissions paid by carriers when policies are placed and activated, with no disclosed pricing tiers since premiums are personalized based on applicant age, health status, benefit design, inflation riders, and carrier underwriting. The go-to-market motion is consultative and sales-led: a structured four-step process (rough quote review, introductory call, personalized quote comparison, application completion) delivered by licensed specialists via phone or Zoom.
LTC Shop distributes exclusively through direct-to-consumer channels (website, toll-free 844-LTCiNOW line, and agent consultations) with no retail, marketplace, or reseller intermediaries. Customer acquisition is content-driven through the LTCi Now Podcast, LTCi Now Substack newsletter, an extensive educational blog, three published books (Simple LTC Solution, Long-Term Care Insurance NOW!, and Caregiving Reality), and a comprehensive A-Z LTCi Dictionary. The firm's primary customer segments are pre-retirees and retirees aged 45–75 seeking asset protection, Partnership Program beneficiaries, individuals with complex health histories, hybrid-policy seekers, and married couples coordinating shared LTC coverage.
LTC Shop firmographics
Firmographics- Name
- LTC Shop
- Legal name
- LTC Shop
- Website
- https://ltcshop.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Independent long-term care insurance brokerage co-founded by Scott and Carolyn Olson, licensed in all 50 states, offering traditional, hybrid, and asset-based LTC policies from 15+ top-rated carriers to individual consumers nationwide via consultative agent sales and digital quote tools.
- Ownership category
- akta.pro rank
LTC Shop industry classification
Industry- Product category
- Long-Term Care Insurance Brokerage
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411), Life Insurance (6311)
- akta.pro primary industry
- Traditional Long-Term Care (LTC) Insurance (FSAIAJAA)
- akta.pro secondary industries
- Hybrid Life + LTC (Linked-Benefit) Insurance (FSAIAJAB), Annuity + LTC / Long-Term Care Riders (FSAIAJAC)
Keywords
Where LTC Shop is headquartered
LocationHeadquarters
- HQ city
- Camano Island
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LTC Shop business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Insurance Brokerage Commissions: LTCShop acts as an independent insurance agency earning commissions from multiple insurance carriers for policies placed. As an independent brokerage, commissions are paid by the insurance companies when policies are sold and activated. The firm compares and sells traditional LTC insurance, hybrid life/LTC policies, and asset-based care solutions from top-rated carriers, earning override and contingency commissions from those carriers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Individual long-term care insurance — personalized pricing based on multiple variables |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
LTC Shop product offering
Product offeringCore offering
LTC Shop is an independent long-term care insurance brokerage that compares and places LTC coverage from 15+ top-rated carriers for individual consumers nationwide. Its core product set spans traditional LTC insurance, hybrid life/LTC policies, asset-based annuity/LTC plans, recovery/short-term care insurance, and Long-Term Care Partnership Program policies that provide dollar-for-dollar Medicaid asset protection. The firm pairs carrier comparison with licensed advisory consultations delivered by CLTC-certified co-founders operating in all 50 states and D.C.
Product overview
LTC Shop is an independent long-term care insurance brokerage offering multiple insurance products and educational resources. Their core product portfolio includes Traditional Long-Term Care Insurance, Hybrid Life/LTC Insurance, Asset-Based Long-Term Care Plans (annuities with LTC riders), Recovery Care/Short-Term Care Insurance, and Long-Term Care Partnership Policies. They provide digital tools including a Policy Finder (online quote system), LTCi Rough Quote Calculator, Build Eligibility Checker, and Underwriting Route Evaluator to help consumers compare and select policies. The company also offers educational content through the LTCi Now Podcast, LTCi Now Substack, and LTCi Learning Center, plus published books including 'Simple LTC Solution', 'Long-Term Care Insurance NOW!', and 'Caregiving Reality'. All products are offered through independent broker services across all 50 states.
Differentiator
Problem solved
Functional benefit
Products and services
- Traditional Long-Term Care Insurance Stand-alone long-term care insurance policies that cover the cost of extended care services including in-home care, assisted living, memory care, skilled nursing facilities, and adult day care. Policies provide tax-qualified benefits under HIPAA for individual consumers seeking pure asset protection.
- Hybrid Life/LTC Insurance Permanent life insurance policies with a long-term care rider, packaging two types of coverage into a single contract under the "Live, Die, or Quit" model to protect retirement savings from extended care expenses while providing a death benefit.
- Asset-Based Long-Term Care Plans Fixed or indexed annuities linked to long-term care insurance benefits, typically funded via a single lump-sum premium or tax-free 1035 exchange, providing benefits worth two to three times the initial deposit for qualified care.
- Recovery Care / Short-Term Care Insurance Flexible health insurance policies that cover temporary care costs when recovering from injury, illness, or surgery, including nursing home, assisted living, home health care, and hospital confinement. Features a 0-day certification period, no medical exams, and restoration of benefits upon recovery.
- Long-Term Care Partnership Policies State-approved LTC policies that provide dollar-for-dollar Medicaid asset protection, allowing policyholders to shield personal savings from Medicaid spend-down requirements if policy benefits are exhausted. Available in approximately 45 states.
Quantifiable outcome
- According to Genworth Cost of Care Survey, the cost of home health care, assisted living, and nursing home care continues to rise nationwide, reinforcing the financial risk of not having LTC coverage
- +3 more outcomes
Companies that use LTC Shop
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles3 records
LTC Shop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
LTC Shop partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and supporting.
- Aetna (CVS Health)coreAetna, a subsidiary of CVS Health, is a featured carrier on LTCShop's platform. Aetna offers Recovery Care and Recovery Care Choice products — short-term care insurance solutions covering nursing home, assisted living, home health care, and hospital confinement. Aetna maintains an A (Excellent) AM Best rating. LTCShop distributes Aetna's Recovery Care products as part of its carrier comparison offering.
- Bankers Life and Casualty (CNO Financial Group)coreBankers Life, a subsidiary of CNO Financial Group, focuses on traditional long-term care insurance, short-term care, and retirement health insurance for middle-income Americans. The company paid approximately $194 million in LTC insurance benefits to more than 194,000 policyholders in 2025. Rated A (Excellent) by AM Best. LTCShop includes Bankers Life among its featured carrier options.
- Brighthouse FinancialcoreBrighthouse Financial, established in 2017 following its separation from MetLife, is a major U.S. life insurance and annuity carrier offering hybrid life insurance products with LTC benefits, including Brighthouse SmartCare. Rated A (Excellent) by AM Best, A by S&P, A3 by Moody's, and A- by Fitch. LTCShop distributes Brighthouse SmartCare as part of its hybrid policy comparisons.
- CareScout (Genworth Financial)coreCareScout, associated with Genworth Financial, supports one of the largest in-force LTCi blocks in the industry with over 50 years of LTC claims experience. Genworth has paid more than 389,000 LTC claims and over $32 billion in LTC benefits through December 31, 2024. CareScout also offers care navigation, provider quality networks, and cost-of-care research. LTCShop includes CareScout/Genworth-affiliated products in its carrier lineup.
- Forethought Life Insurance CompanycoreForethought, part of Global Atlantic Financial Group since 1985, focuses on linked-benefit and annuity-based LTC products such as ForeCare. Rated A (Excellent) by AM Best, A2 by Moody's, A by S&P, and A by Fitch. LTCShop offers Forethought's asset-based LTC planning solutions.
- John Hancock (Manulife Financial)coreJohn Hancock, a subsidiary of Manulife Financial, has been a major LTC insurance participant since the late 1980s and markets hybrid life insurance products with LTC benefits, including LifeCare. Rated A+ (Superior) by AM Best, AA- by S&P, A1 by Moody's, and AA by Fitch. LTCShop distributes John Hancock's hybrid LTC solutions.
- Lincoln Financial GroupcoreLincoln Financial Group is recognized as a leader in hybrid LTC solutions through its MoneyGuard product line. Lincoln pioneered the hybrid life insurance and LTC market in 1987–1988. The firm is a featured carrier on LTCShop's platform for consumers seeking hybrid life/LTC policies with guaranteed premiums and asset-based features.
- NationwidecoreNationwide is featured as a top LTC insurance carrier on LTCShop's platform, offering hybrid life/LTC insurance products alongside its broader insurance portfolio. LTCShop compares Nationwide alongside other carriers to help clients find the best fit.
- OneAmericacoreOneAmerica is highlighted by LTCShop as one of the top hybrid LTC policy carriers, alongside Lincoln National, Securian, Nationwide, and Brighthouse. The firm offers asset-based LTC planning products that LTCShop presents to clients as part of its carrier comparison process.
- Securian FinancialcoreSecurian Financial is listed among LTCShop's recommended top hybrid LTC carriers. The company offers hybrid life insurance products with LTC benefits that LTCShop compares for clients seeking alternative LTC planning solutions.
- ManhattanLifesupportingManhattanLife is included among LTCShop's featured LTC insurance carriers, representing an additional option for consumers comparing traditional or hybrid LTC coverage.
- Mutual of OmahasupportingMutual of Omaha is included among LTCShop's featured LTC insurance carriers, providing an additional carrier option for policy comparison.
- New York Life InsurancesupportingNew York Life Insurance is included among LTCShop's featured LTC insurance carriers, offering an additional option for consumers seeking LTC coverage through a well-established mutual insurance company.
- NGL Insurance CompanysupportingNGL Insurance Company is listed among LTCShop's featured LTC insurance carriers, representing an additional carrier option for policy comparison and quotation.
- Thrivent FinancialsupportingThrivent Financial is included among LTCShop's featured LTC insurance carriers, offering an option for consumers seeking LTC coverage through a faith-based financial services organization.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
LTC Shop competitors and assessment
Company assessmentBroad incumbents
- Brighthouse Financial: A-rated carrier offering hybrid life insurance with LTC benefits (SmartCare), spun out of MetLife in 2017. Comparable as a featured LTCShop carrier competing in the hybrid LTC segment via both independent and captive distribution.
- OneAmerica: Featured hybrid LTCi carrier in LTCShop's lineup, offering asset-based LTC planning products. Comparable as a broad life-and-annuity carrier with significant LTC-linked-benefit distribution.
- Genworth Financial (CareScout): Largest in-force LTCi block in the industry with 50+ years of claims experience and over $32B paid in benefits through 2024. Both a carrier partner of LTCShop and a direct competitor via its CareScout distribution and consumer-facing tools.
- Lincoln Financial Group: Pioneer of the hybrid life/LTC market since 1987–88 via its MoneyGuard product line and a key LTCShop carrier partner. Comparable as a broad incumbent offering hybrid LTC solutions through both captive and independent distribution.
- John Hancock (Manulife): Major LTCi participant since the late 1980s, marketing hybrid life insurance with LTC benefits (LifeCare). A+ rated carrier featured on LTCShop's platform and a competitor for the same high-net-worth and affluent pre-retiree segment.
- New York Life Insurance: A featured LTCi carrier in LTCShop's lineup and one of the largest mutual life insurers, with captive agents selling hybrid LTC products directly. Comparable as a broad incumbent competing for the same pre-retiree and estate-planning buyer.
- Securian Financial: Featured hybrid LTCi carrier recommended by LTCShop, offering life insurance with LTC benefits. Comparable as a broad incumbent distributing hybrid LTC solutions through captive and independent channels to overlapping customer demographics.
- Mutual of Omaha (LTC division): A featured LTCi carrier in LTCShop's lineup that also sells directly through captive agents and digital channels. Comparable as a major LTCi distributor with traditional, hybrid, and short-term care products competing for the same end consumer.
Emerging players
- Senior Market Sales: Large independent marketing organization (IMO) specializing in senior-market products including LTCi, hybrid, and Medicare supplements. Comparable as an LTCi-focused intermediary serving similar agents and consumers with a multi-carrier platform, though at significantly greater scale than LTCShop.
Direct peers
- ACSIA Partners: One of the largest independent LTCi brokerages in the U.S., specializing exclusively in long-term care planning with multi-carrier access and a partnership-program focus. Directly comparable to LTCShop in product scope, target customer, and independent brokerage model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LTC Shop social profiles
Digital presenceLTC Shop financial estimates
Financial estimateRevenue estimate
Valuation estimate
LTC Shop leadership team
Management profileNumber of profiles
Profiles2 records
LTC Shop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LTC Shop 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 LTC Shop
What does LTC Shop do?
LTC Shop is an independent long-term care insurance brokerage that compares and places LTC coverage from 15+ top-rated carriers for individual consumers nationwide. Its core product set spans traditional LTC insurance, hybrid life/LTC policies, asset-based annuity/LTC plans, recovery/short-term care insurance, and Long-Term Care Partnership Program policies that provide dollar-for-dollar Medicaid asset protection. The firm pairs carrier comparison with licensed advisory consultations delivered by CLTC-certified co-founders operating in all 50 states and D.C.
Is LTC Shop a public or private company?
LTC Shop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LTC Shop founded?
LTC Shop was founded in 1999. It employs 1 to 10 people.
Where is LTC Shop based?
LTC Shop is headquartered in Camano Island, United States, in the North America region.
How does LTC Shop make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are LTC Shop's main competitors?
Broad incumbents on record are Brighthouse Financial, OneAmerica, Genworth Financial (CareScout), Lincoln Financial Group, John Hancock (Manulife), New York Life Insurance, Securian Financial and Mutual of Omaha (LTC division). Senior Market Sales is listed as an emerging player. ACSIA Partners is listed as a direct peer.
Does LTC Shop have an API?
No public API is recorded for LTC Shop.
What industry is LTC Shop in?
LTC Shop's product category is Long-Term Care Insurance Brokerage. Its primary akta.pro industry code is FSAIAJAA, Traditional Long-Term Care (LTC) Insurance, with a secondary code of FSAIAJAB, Hybrid Life + LTC (Linked-Benefit) Insurance. Its NAICS code is 5242 and its SIC code is 6411.