Security Benefits Center

What Security Benefits Center does

Security Benefits Center, doing business as SBC Financial, is an independent, privately-held Registered Investment Adviser headquartered in Grand Rapids, Michigan, founded in 2008 by Curtis Cottle. The firm provides a six-service integrated retirement planning practice targeting pre-retirees and retirees in Michigan and surrounding markets, with clients typically holding $250K to $3M+ in net investable assets. Services span retirement planning, tax reduction planning, estate planning, Social Security strategies, life insurance and long-term care, and Medicare and health insurance navigation, delivered through a four-phase Discovery → Solutions → Onboarding → Ongoing Client Service process that feeds into Gold Medal Services, a continuing support program with a secure SBC dashboard.

The firm's underlying technology is modest: no core platform or architectural stack is disclosed beyond a proprietary Social Security Optimization Calculator that analyzes over 2,700 Social Security rules to identify optimal claiming strategies for individual clients. The calculator is a deterministic rule-based tool, not an AI/ML system. The firm also offers the Ultimate 401(k) Guide and other downloadable educational content to support lead generation, alongside client-facing tools for secure file upload and client withdrawal.

SBC Financial's revenue model is multi-stream: advisory fees on investment management and financial planning flowing through its partnership with Simplicity Wealth, LLC (an SEC-registered investment adviser); insurance commissions on life and long-term care policies placed with top-rated carriers; and fee-based consulting and educational services. Go-to-market is sales-led, driven by monthly educational seminars on Social Security strategies, a 'Refer A Friend' referral program, website intake forms, and direct phone-based outreach. The firm holds a BBB A+ rating (since 2015) and the founder holds the Certified Financial Fiduciary (CFF) designation. There is no evidence of external institutional investment, no M&A activity, and no disclosed headcount or revenue figures.

Name

Security Benefits Center

Legal name

Security Benefits Center, LLC

Website

https://securitybenefitscenter.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

SBC Financial is an independent Registered Investment Adviser in Grand Rapids, Michigan, founded in 2008, providing integrated retirement planning, Social Security optimization, tax, estate, and insurance services to pre-retirees and retirees with $250K-$3M+ in net investable assets.

Ownership category

akta.pro rank

Product category

Retirement Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Coaching & Budgeting Advisory (FSAEAAAH)

akta.pro secondary industries

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

Keywords

• Retirement planning services
• Financial advisory services
• Social security optimization
• Estate planning services
• Tax reduction planning

Headquarters

HQ city

Wyoming

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Services: Financial planning and investment advisory services offered through an SEC-registered investment adviser relationship with Simplicity Wealth, LLC. Revenue is generated through advisory fees charged to clients for portfolio management and financial planning services.
2. Insurance Products: Life insurance and long-term care insurance products are offered through partnerships with top-rated insurance carriers. Revenue is earned through commissions on insurance policies sold.
3. Consulting and Education Services: Fee-based financial consulting and educational services including retirement planning consultations, estate planning guidance, and tax planning advisory services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

SBC Financial provides a full-service retirement-focused financial advisory practice for pre-retirees and retirees in Michigan and beyond. Core offerings span retirement planning, tax reduction planning, estate planning, Social Security claiming strategies, life insurance and long-term care protection, and Medicare/health insurance guidance, delivered via a four-phase process (Discovery, Solutions, Onboarding, Ongoing Service) and supported by Gold Medal Services. Investment advisory services are offered through Simplicity Wealth, LLC, an SEC-registered investment adviser, while insurance and consulting services are provided directly by SBC Financial.

Product overview

SBC Financial is a full-service financial services firm offering an integrated suite of six core retirement planning services: Retirement Planning, Tax Reduction Planning, Estate Planning, Social Security Strategies, Life Insurance and Long-Term Care, and Medicare and Health Insurance. These services are delivered through a structured four-phase process (Discovery, Solutions, Onboarding, and Ongoing Client Service) that feeds into Gold Medal Services, which provides continuous support through a secure SBC dashboard. The company also offers complimentary educational resources like The Ultimate 401(k) Guide. The firm operates as an independent Registered Investment Adviser, with advisory services offered through Simplicity Wealth, LLC (SEC-registered investment adviser), while providing insurance, consulting, and education services directly.

Differentiator

Problem solved

Functional benefit

Products and services

• Retirement Planning Comprehensive retirement planning service that helps clients determine how much to save and how to strategically use those savings to achieve retirement confidence; intended for individuals approaching or in retirement.
• Tax Reduction Planning Tax planning service designed to help individuals reach a tax-free retirement through strategies including tax-loss harvesting, Roth conversions, and tax-efficient investment decisions; targeted at retirees and pre-retirees.
• Estate Planning Comprehensive Trust and Estate Plan service that aims to reduce the stress of passing on a legacy, including customized distributions and certificate of trust services; for clients planning wealth transfer.
• Social Security Strategies Service delivering a comprehensive Social Security Strategies Report analyzing how and when to claim benefits, spousal benefits, and coordination of spousal benefits for surviving spouse income; supported by a proprietary calculator evaluating over 2,700 Social Security rules.
• Life Insurance and Long-Term Care Retirement supplement and family financial protection service offering life insurance and long-term care insurance through partnerships with top-rated carriers, with strategic coaching on additional protections.
• Medicare and Health Insurance Healthcare planning service that reviews current healthcare situations and simplifies Medicare plan selections for retirees.
• Gold Medal Services Ongoing client support and guidance program that includes access to a secure SBC dashboard providing full visibility into accounts and retirement planning tools for existing clients.

Quantifiable outcome

• Over 2,700 Social Security rules are analyzed through their optimization program to identify optimal claiming strategies.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Simplicity Wealth, LLCcoreStrategic or Co-development PartnerInvestment advisory and financial planning services are offered through Simplicity Wealth, LLC, an SEC-registered investment adviser. SBC Financial operates as a separate and unaffiliated entity, with investment advisory services provided through this partnership.
• Top-Rated Insurance CarrierscoreOthersSBC Financial has partnered with top-rated insurance carriers for life insurance and long-term care insurance products. The firm coordinates with these carriers to provide strategic coaching on additional protections for clients.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• WiserAdvisor: Online advisor matching marketplace connecting consumers with vetted financial advisors across retirement, tax, and wealth planning. Comparable in targeting mass-affluent clients seeking comprehensive retirement planning, but as a lead-generation platform rather than a direct advisory provider.
• Boldin (formerly NewRetirement): Retirement planning software platform enabling consumers and advisors to model Social Security, tax, and retirement income scenarios. Comparable to SBC's Social Security optimization expertise and serves an overlapping advisor and consumer segment, but as a software/SaaS provider.

Direct peers

• Facet Wealth: Tech-enabled financial planning firm offering flat-fee advisory, retirement planning, tax, and estate services to mass-affluent clients. Comparable to SBC in target segment and holistic planning emphasis, with a digitally scaled delivery model.
• Creative Planning: Large independent RIA offering comprehensive financial planning, tax, estate, and retirement services to mass-affluent and HNW clients. Closely comparable to SBC's holistic, fee-based planning model, though at significantly greater national scale.
• Empower (formerly Personal Capital): Digital wealth management and retirement planning platform combining planning tools, investment advisory, and retirement income strategies. Comparable in retirement-planning focus and target segment, with a differentiated technology-led delivery model.
• Edelman Financial Engines: Large retirement-focused advisory combining personalized financial planning, investment management, and Social Security / retirement income strategies. Comparable to SBC's retirement-centric offering, but with national footprint and employer-plan roots.

Broad incumbents

• Ameriprise Financial: National diversified financial services firm offering financial planning, investment advisory, and insurance products through a large advisor network. Overlaps with SBC's retirement planning, tax, and insurance advisory offerings, but at far greater scale and brand recognition.
• Fisher Investments: Large established wealth manager serving HNW and mass-affluent clients with portfolio management and retirement planning. Comparable in advisory service category, but much larger, institutional, and less focused on integrated local insurance/Medicare services.
• New York Life: Major mutual life insurer and provider of life insurance, long-term care, retirement income, and wealth management solutions. Comparable in bundling insurance with retirement and estate planning advice, particularly through its agent/advisor channel.
• Northwestern Mutual: Large insurance-and-advisory hybrid firm offering life insurance, long-term care, retirement planning, and wealth management through a national advisor network. Comparable to SBC's bundled insurance + retirement advisory delivery model, but at vastly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/messageSBC
• LinkedInlinkedin.com/company/security-benefits-center

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Security Benefits Center