Independent Planners Group

What Independent Planners Group does

Independent Planners Group is a privately held US insurance distribution and agent-services organization founded in 1991 and headquartered in Scottsdale, Arizona, with the operating entity branded under the Simplicity family. It offers life and disability insurance, annuities, long-term care, and benefit products through a network of licensed insurance agents, financial advisors, and producer support staff. Its commercial core is the Simplicity Agent Center — a web-based single sign-on portal that consolidates proprietary content, carrier contracting, business and production tracking, turnkey presentations, customizable marketing materials, and exclusive training for practitioners building or scaling an insurance and financial services practice. The business generates revenue primarily through agent-access subscriptions and affiliations to the platform, distributed via a hybrid motion: dedicated Simplicity Representatives provide instant, white-glove onboarding for production agents, while a self-service registration path serves smaller users subject to a validation queue; both flows are restricted to US residents aged 18+ under Delaware-governed terms. Operationally the company runs lean (11-50 employees), with no disclosed institutional funding, M&A activity, or expansion beyond the US market, indicating a stable, owner-operated distribution support business rather than a venture-backed scale platform.

Name

Independent Planners Group

Legal name

Simplicity Financial Marketing Holdings Inc.

Website

https://ipg-us.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Independent Planners Group is a Scottsdale, Arizona-based insurance distribution and agent-services firm founded in 1991. It distributes life, disability, annuity, and long-term care products through licensed agents and advisors using the Simplicity Agent Center subscription portal for contracting, marketing tools, and training.

Ownership category

akta.pro rank

Product category

Insurance Distribution and Agent Services

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industries

Retirement Income Planning & Decumulation Advisory (FSAEABAD), Worksite Supplemental Life Insurance (Voluntary Life) (FSAIAMAF)

Keywords

• Insurance distribution services
• Agent practice management
• Annuity products
• Long-term care insurance
• Life insurance products

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agent Subscription/Access Fees: The platform provides tools, resources, and contracting services to insurance agents and financial advisors. Revenue is generated through agent access subscriptions to the Simplicity Agent Center platform, which offers proprietary content, industry tools, business tracking, and marketing materials.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels1 record

Core offering

Independent Planners Group distributes life and disability insurance, annuities, long-term care solutions, and benefit products through licensed insurance agents and financial advisors. The company operates the Simplicity Agent Center, a proprietary web-based single sign-on platform that consolidates proprietary content, industry tools, business tracking, contracting management, turnkey presentations, and customizable marketing materials for agents to build and scale their practices.

Product overview

Simplicity Agent Center is a single, unified all-in-one platform designed to help insurance and financial services agents build and scale their practice. It integrates a centralized business hub with single sign-on access, business tracking and contracting tools, sales and marketing resources (including turnkey presentations and customizable marketing materials), and exclusive proprietary tools and training content. The legacy Simplicity Portal remains active for Firelight and marketing material access.

Differentiator

Problem solved

Functional benefit

Products and services

• Simplicity Agent Center A web-based single sign-on platform that serves as a centralized business hub for licensed insurance agents and financial advisors. It provides proprietary content, leading industry tools, personalized contracting and production updates, turnkey presentations, customizable marketing materials, and exclusive training resources to help agents build and scale their practices.
• Insurance Product Distribution Services Distribution services for life insurance, disability insurance, annuities, long-term care insurance, and employee benefit products. The company provides these insurance solutions through its network of licensed insurance agents and financial advisors to end clients across the United States.
• Simplicity Portal (Legacy) Legacy web portal providing agents with access to Firelight tools and marketing materials. It remains active in parallel with the newer Simplicity Agent Center platform for agents continuing to use it for marketing and tool access.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Market position

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/independent-planners-group

Revenue estimate

Valuation estimate

Number of profiles

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 Independent Planners Group