AIP Marketing Alliance

What AIP Marketing Alliance does

AIP Marketing Alliance (AIPMA), founded in 1981 in Troy, Michigan, is a wholesale insurance distributor operating as a wholly-owned subsidiary of Integrity Marketing Group since January 2022. The company serves as a distribution partner to independent wholesalers, brokerages, and licensed financial professionals across the United States, providing access to 80+ top-rated insurance carriers and products spanning life insurance, annuities, Medicare supplements, final expense, long-term care, and disability coverage. AIPMA supports more than 70,000 independent agents through a tiered membership model (Style-1 background service, Style-2 full service, Hybrid, and Regional Director tiers), with 90% of agencies remaining aligned for more than five years.

The technology stack centers on the proprietary myAIP CRM platform for case management, commissions, and contracting, layered with parent-developed IntegrityCONNECT — an all-in-one growth engine integrating quoting, e-application, real-time leads, and CRM. Supporting integrations include iPipeline/iGO for electronic life applications, FireLight for annuity illustrations, SureLC for carrier contracting, RingCentral for unified communications, Wink's AnnuitySpecs for product comparison, and the Accelerate on-demand training platform. Distribution is multi-channel: direct enterprise field sales led by the VP of Business Development, inside sales through case management, self-serve Agent Tools portal access, Regional Director channel partners, and carrier e-app platforms. AI capability is currently limited to the inherited Ask Integrity digital assistant from the parent company.

Revenue is generated through commission overrides from carrier placements (transaction-fee model) supplemented by tiered membership/subscription pricing across the Style-1, Style-2, Hybrid, and Regional Director service levels, with contracts structured on multi-year terms and pricing disclosed only through direct consultation.

Name

AIP Marketing Alliance

Legal name

AIP Marketing Alliance, Inc.

Website

https://aipma.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

AIP Marketing Alliance is a Troy, Michigan-based wholesale insurance distributor (founded 1981, Integrity subsidiary since 2022) that provides independent wholesalers, brokerages, and 70,000+ agents with access to 80+ top-rated carriers across life, annuity, Medicare supplement, long-term care, disability, and final expense insurance via a proprietary CRM and tiered membership platform.

Ownership category

akta.pro rank

Product category

Insurance Distribution & Wholesale Services

NAICS

Insurance Agencies and Brokerages (52421), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

Keywords

• Insurance wholesale distribution
• Life insurance products
• Annuity distribution
• Insurance agent services
• Medicare supplement distribution

Headquarters

HQ city

Troy

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. Commission-based Distribution: AIPMA operates as a wholesale distributor earning commissions from insurance carriers for placing life insurance, annuity, Medicare supplement, long-term care, disability, and final expense insurance products through independent agents and agencies.
2. Membership/Subscription Services: Offers tiered membership styles (Style-1, Style-2, Hybrid) with different service levels and commission compensation structures for wholesale distributors based on their business model and service needs.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

AIP Marketing Alliance is a wholesale insurance distribution partner that provides independent wholesalers, brokerages, and licensed agents access to 80+ insurance carriers for life insurance, annuities, Medicare supplements, final expense, long-term care, and disability insurance products. The company offers proprietary technology platforms (myAIP CRM, IntegrityCONNECT) along with case management, business development, contracting, training, and in-house marketing support to enable agents to sell insurance products.

Product overview

AIP Marketing Alliance is a premier life insurance and annuity distribution partner that operates as a full-service insurance wholesaler platform. The company provides access to 80+ top-rated insurance carrier relationships across six core product lines: life insurance, annuities, Medicare supplements, final expense insurance, long-term care insurance, and disability insurance. The technology portfolio centers on IntegrityCONNECT as the all-in-one CRM platform with integrated quoting and eApp capabilities, paired with proprietary myAIP CRM for case management, commissions, and contracting. Additional modules include IntegrityCONNECT Leads for lead management, Accelerate for video training, Champions Advantage for final expense sales, and Dynamic Quoting for term life insurance. The company supports more than 70,000 independent agents through services including carrier e-App platforms (iPipeline, FireLight, Business Builder), case management, business development support, and in-house marketing resources.

Differentiator

Problem solved

Functional benefit

Brands

• myAIP: Proprietary insurance customer relationship management (CRM) platform for tracking agent cases, commissions, and contracting.
• IntegrityCONNECT
• IntegrityCONNECT Leads
• Accelerate
• Champions Advantage
• Agent Tools
• Business Builder

Products and services

• Life Insurance Distribution Distribution of life insurance products through network of 80+ top-rated insurance carrier relationships, supporting more than 70,000 independent agents nationwide.
• Annuity Distribution Distribution of annuity products including fixed annuities, fixed index annuities, and registered index-linked annuities through carrier partnerships.
• Medicare Supplements Distribution Medicare supplement insurance product distribution for seniors through carrier relationships.
• Final Expense Insurance Distribution Final expense insurance product distribution covering end-of-life expenses.
• Long-Term Care Insurance Distribution Long-term care insurance product distribution.
• Disability Insurance Distribution Disability insurance product distribution.
• IntegrityCONNECT Platform All-in-one growth engine platform that seamlessly connects agents, agencies, consumers and carriers. Provides CRM functionality, integrated quoting and eApp capabilities, automated marketing campaigns, and mobile-friendly access.
• myAIP CRM Platform

Quantifiable outcome

• 90% of agencies have aligned with AIPMA for more than 5 years
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered flagship and core.

• Integrity Marketing GroupflagshipStrategic or Co-development Partner · 18 January 2022Integrity, an omnichannel insurtech leader in life, health and wealth solutions, acquired AIP Marketing Alliance in January 2022. AIPMA operates as a strategic partner gaining access to Integrity's full suite of omnichannel insurtech resources including proprietary end-to-end technology platform, quoting and enrollment platforms, data and analytics, product development, and shared business services including IT, HR, legal and compliance. Rick Kisser and Kym Kisser became Managing Partners in Integrity.
• NAIC (National Association of Insurance Commissioners)coreOthersAIPMA supports adoption of NAIC Suitability in Annuity Transactions Model Regulation #275 which establishes Best Interest standard for annuity sales. This includes new training requirements, Consumer Profile Forms, updated Replacement Comparison forms with 60-month lookback, and new point-of-sale documentation requirements.
• Foresters FinancialcoreChannel Partner/ Reseller/ DistributorForesters Financial is a fraternal life insurance provider that partnered with AIPMA for community giving initiatives including the Delivering the Difference Program. AIPMA hosted backpack-build events at annual conferences and participates in Foresters Community Grants program providing up to $2,000 in funding for volunteer events.
• RingCentralcoreTechnology or IntegrationAIPMA migrated phone system and communications to RingCentral's cloud-based unified communications platform in July 2023. RingCentral integrates desk phones, mobile devices, text messaging, video calling, audio conferencing, and Microsoft Outlook into a single platform connecting AIPMA with Integrity family of companies.
• iPipelinecoreTechnology or IntegrationiPipeline provides electronic application (eApp) platform for life insurance quotes and forms. AIPMA agents access iPipeline through Agent Tools portal using iGO tab for eApplication submission with specific user credentials.
• FireLight Insurance & Annuity Quoting SoftwarecoreTechnology or IntegrationFireLight provides quoting and illustration software integrated into Business Builder for annuity applications across multiple carriers including Allianz, American Equity, Athene, EquiTrust, Lincoln Financial, and others.
• 80+ Insurance CarriersflagshipChannel Partner/ Reseller/ DistributorAIPMA maintains relationships with 80+ top-rated insurance carriers including Allianz, American Equity, Lincoln Financial, Nationwide, Prudential, Transamerica, John Hancock, MassMutual, Pacific Life, and many others. These carrier relationships provide the insurance products distributed to independent agents including life insurance, annuities, Medicare supplements, long-term care, disability, and final expense coverage.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Ash Brokerage: Ash Brokerage is a life insurance and annuity wholesaler serving independent financial professionals with carrier access, technology, and practice management tools. Comparable as a mid-sized IMO with proprietary tech stack and similar product mix.
• AmeriLife: AmeriLife is one of the largest US IMOs, distributing life, health, annuity, and senior-market products through independent agents via a similar wholesale-to-agent model. Direct peer given overlapping carrier access, agent-recruitment focus, and acquisition-driven growth strategy.
• Futurity First Insurance Group: Futurity First is an IMO providing life insurance, annuity, and disability distribution support to independent agents and agencies. Comparable in scale and product offering to AIPMA, with similar agency-service tiers.
• World Financial Group (WFG): WFG is a multi-level insurance and financial services distribution organization with independent agent focus across life insurance, annuities, and wealth products. Comparable given its agent-recruitment model and broad product suite.
• Crump Group: Crump is a leading life insurance wholesaler offering carrier access, case management, and proprietary technology to independent producers. Comparable to AIPMA in B2B distribution model, product breadth, and reliance on multi-carrier relationships.
• Lincoln Heritage Life Insurance: Lincoln Heritage is a life insurer with strong final expense and senior-market distribution through independent agents. Comparable given its agent-network-driven model and overlap in the final expense and Medicare-adjacent segments.

Broad incumbents

• Mutual of Omaha: Mutual of Omaha is a major insurance carrier with a substantial independent agent distribution channel spanning life, Medicare supplement, and LTC products. Comparable as a carrier-distributor with overlapping product lines and agent-network model.
• National Western Life Insurance Group: National Western Life is a life insurance and annuity carrier with significant independent distribution partnerships. Comparable given its annuity-centric product mix and reliance on third-party agent channels for distribution.
• New York Life: New York Life is a major mutual life insurer with an extensive career-agency and independent distribution channel. Comparable given its broad life, annuity, LTC, and disability product offering distributed through a large agent network.
• SelectQuote: SelectQuote is a larger, public insurance distribution platform combining direct-to-consumer and agent-sold channels for life and senior products. Broader incumbent — overlaps with AIPMA in life insurance distribution but operates a different GTM with significant DTC digital infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/aipmarketing
• Facebookfacebook.com/AIPMarketingAlliance
• LinkedInlinkedin.com/company/aip-marketing-alliance
• Instagraminstagram.com/aipmarketing

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 AIP Marketing Alliance