HTA Financial Services

What HTA Financial Services does

HTA Financial Services, Inc. (d/b/a HTA Insurance Services) is a privately held independent insurance brokerage founded in 1982 and headquartered in Exton, Pennsylvania. The firm operates a dual-vertical product portfolio: Medicare Services (Medicare Supplement, Medicare Advantage, Part D prescription drug plans, plus ancillary dental, vision, hearing, and travel medical coverage) and Property & Casualty (personal auto, home, umbrella, renters; commercial BOP, general liability, workers comp, cyber, professional liability, and medical/dental practice specialty lines). HTA is licensed to provide Medicare services in 49 states and P&C services in seven Mid-Atlantic states (PA, NJ, NY, DE, MD, DC, VA), and represents more than 20 carrier partners including Aetna, Humana, Cigna, Anthem, Highmark, Mutual of Omaha, Travelers, Progressive, Farmers, Chubb, The Hartford, and Ameritas.

The company is structured as a salaried advisor model—explicitly not commission-incentivized—delivering education-first consultations via phone, Zoom, and in-person appointments through a signature four-step "Roadmap to Medicare" process. HTA serves three primary customer types: (i) Medicare-eligible individuals and families, (ii) employers with retiring employees and the group health brokers who support them, and (iii) financial advisors and wealth managers referring clients. Acquisition is 100% referral-driven (clients, financial advisors, employers, brokers), supplemented by employer webinars, NAIFA and SHRM participation, and online content. The P&C division was added in 2023 via the acquisition of DiMatteo Agency, Inc., and HTA simultaneously joined the Renaissance Alliance independent agency network.

Revenue is generated entirely through carrier-paid commissions on Medicare and P&C policies placed through the brokerage; client consultations are offered at no cost with no premium markup. The firm was acquired in full by Tracy Keesey in 2017, who had joined the firm in 1998 and built its Long-Term Care Brokerage Division; she subsequently sold the wholesale Medicare business to Ritter Insurance Marketing in 2021 to refocus on direct-to-consumer sales. Headcount has grown from 8 to 30 employees in six years (as of 2023), and HTA is owner-operated with no institutional investment or parent company.

Name

HTA Financial Services

Legal name

HTA Financial Services Inc.

Website

https://hta-insurance.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

HTA Financial Services is a privately held, Exton, PA-based independent insurance brokerage that provides education-first Medicare guidance and Property & Casualty insurance to individuals, employers, group health brokers, and financial advisors across 49 states (Medicare) and 7 Mid-Atlantic states (P&C).

Ownership category

akta.pro rank

Headquarters

HQ city

Exton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions - Medicare: HTA earns commissions from insurance carriers when clients enroll in Medicare Supplement, Medicare Advantage, and Part D prescription drug plans through HTA's guidance. Consultations are free to clients; HTA is compensated by carriers.
2. Insurance Commissions - Property & Casualty: Commissions earned from personal (auto, home, renters, umbrella) and commercial (business owner, general liability, workers comp, cyber) insurance carriers when clients enroll through HTA. HTA represents over 20 P&C carriers.
3. Ancillary Insurance Products: Commissions from dental, vision, and hearing insurance plans (e.g., Ameritas dental/vision plans at $30-$50/month per person for dental, $10-$16/month per person for vision) as add-on products for Medicare clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

HTA Financial Services is an independent insurance brokerage providing education-first Medicare guidance and Property & Casualty (P&C) insurance solutions to individuals, employers, and group health brokers. The company represents over 20 insurance carriers and employs salaried advisors (not commission-based) to deliver free consultations, plan comparisons, enrollment support, and ongoing annual coverage reviews across Medicare Supplement, Medicare Advantage, Part D, dental/vision/hearing, and personal and commercial P&C products. Revenue is generated through carrier-paid commissions rather than client fees.

Product overview

HTA Financial Services is an independent insurance brokerage offering a dual-vertical product portfolio: Medicare Services (Medicare Supplements, Medicare Advantage, Part D, dental/vision/hearing, travel insurance) and Property & Casualty Insurance (personal auto, homeowners, umbrella, renters, commercial business insurance, medical practice insurance). The company operates through two integrated divisions—Medicare Services and P&C Services—with access to 20+ carrier partners. Key differentiators include salaried advisors (not commission-based), a structured 4-step Medicare Roadmap Process, free education-first consultations, and ongoing annual coverage reviews. The P&C division was expanded through the 2023 acquisition of DiMatteo Agency (est. 1986).

Differentiator

Problem solved

Functional benefit

Products and services

• Medicare Services Comprehensive Medicare guidance services including Medicare Supplement plans, Medicare Advantage plans, Medicare Part D prescription drug plans, and dental/vision/hearing coverage, delivered through a 4-step process: Early Planning (pre-age 65), Roadmap to Medicare Consultation, Enrollment support, and Ongoing Support with annual reviews. Target customers are Medicare-eligible individuals and families.
• Property & Casualty Personal Insurance Personal insurance products including Auto, Homeowners, Umbrella, and Renters insurance offered through a network of 20+ carrier partners with salaried advisors providing education-first guidance and free policy reviews for individuals.
• Commercial Business Insurance Commercial insurance solutions for businesses including Business Owner Plans, General Liability, Property, Commercial Auto, Workers Compensation, Cyber Security, Professional Liability (E&O), Employment Practices Liability, and Directors & Officers coverage.
• Dental, Vision, and Hearing Plans Standalone dental, vision, and hearing insurance for Medicare clients through Ameritas carrier, with dental plans ranging $30-$50/month per person and vision plans $10-$16/month per person. Plans include immediate benefits when participating in the Ameritas network.
• Travel Medical Insurance Travel medical insurance for Medicare beneficiaries traveling abroad, providing guidance on Medicare coverage limitations outside the U.S. and assistance selecting travel medical policies through external partners.
• Medical Practice Business Insurance Tailored insurance solutions for medical and dental practices including specialized coverage for cybersecurity threats, employment-related claims, and business interruptions, with a No-Cost Insurance Check-Up and visual reports for coverage analysis.

Quantifiable outcome

• Over 1,000 5-star Google Reviews
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• Renaissance AlliancecoreChannel Partner/ Reseller/ Distributor · 5 July 2023HTA Insurance Services became a member of Renaissance Alliance, the premier network for independent insurance agencies. HTA was attracted to Renaissance's placement services for commercial accounts, Agency Growth Partners for customized growth plans, and proprietary technology offerings. Renaissance provides expanded carrier options, revenue support through fixed overrides and profit sharing, and people & technology resources.
• The DiMatteo Agency, Inc.coreStrategic or Co-development Partner · 1 April 2023HTA acquired The DiMatteo Agency, Inc., a Coatesville-based Property & Casualty insurance business formerly owned by Al and Rochelle DiMatteo. The acquisition expanded HTA's service offerings from Medicare to include personal and commercial P&C insurance. The DiMatteos had worked with and trusted Tracy and HTA for over 20 years prior to the acquisition.
• Ritter Insurance MarketingcoreStrategic or Co-development Partner · 20 January 2021HTA's wholesale Medicare business merged with Ritter Insurance Marketing. Ritter assumed management of HTA's wholesale Medicare business. HTA CEO Tracy Russo sought a partner to benefit the independent agent team as HTA transitioned to direct-to-consumer sales. Ritter provides top-tier sales support and broader contracting opportunities in the Medicare market for the independent agents.
• AetnacoreOthersHTA represents Aetna as one of its insurance carrier partners for Medicare and/or Health insurance products.
• HumanacoreOthersHTA represents Humana as one of its insurance carrier partners for Medicare products.
• Independence Health GroupcoreOthersHTA represents Independence Health Group as one of its insurance carrier partners.
• CignacoreOthersHTA represents Cigna as one of its insurance carrier partners for Medicare and/or health insurance products.
• Mutual of OmahacoreOthersHTA represents Mutual of Omaha as one of its insurance carrier partners for Medicare Supplement products.
• AnthemcoreOthersHTA represents Anthem as one of its insurance carrier partners.
• HighmarkcoreOthersHTA represents Highmark as one of its insurance carrier partners for Medicare products.
• TravelerscoreOthersHTA represents Travelers as one of its Property & Casualty insurance carrier partners for personal and/or commercial insurance.
• Farmers InsurancecoreOthersHTA represents Farmers Insurance as one of its Property & Casualty insurance carrier partners.
• ProgressivecoreOthersHTA represents Progressive as one of its Property & Casualty insurance carrier partners for auto and/or other personal insurance.
• The HartfordcoreOthersHTA represents The Hartford as one of its Property & Casualty insurance carrier partners.
• CHUBBcoreOthersHTA represents CHUBB as one of its Property & Casualty insurance carrier partners for personal and/or commercial insurance.
• AmeritascoreOthersHTA's preferred carrier for standalone dental and vision insurance plans for Medicare clients. Ameritas offers immediate benefits when dentists participate in their network, with dental plans ranging $30-$50/month per person and vision plans $10-$16/month per person.
• NAIFA (National Association of Insurance and Financial Advisors)coreStrategic or Co-development PartnerHTA CEO Tracy Keesey currently serves as President of NAIFA. HTA is actively involved in NAIFA's advocacy efforts, including leading a delegation of 25 for the NAIFA Congressional Conference on Capitol Hill promoting financial literacy.
• SHRM (Society for Human Resource Management)minorStrategic or Co-development PartnerHTA holds a membership in SHRM, supporting its HR-focused employer outreach and positioning as a resource for HR professionals dealing with Medicare transition for employees.
• Chester County Chamber of Commerce and IndustryminorStrategic or Co-development PartnerHTA holds a membership in the local Chester County Chamber of Commerce and Industry, supporting community presence and local business networking in its Exton, PA base.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• GoHealth: Public Medicare-focused insurance marketplace (subsequently taken private). Sells Medicare Advantage and Supplement plans via telesales agents — directly overlapping HTA's Medicare enrollment revenue stream at much greater scale.
• eHealth: Public online health insurance marketplace and Medicare broker. While much larger and tech-driven rather than education-led, it competes for the same Medicare-eligible consumers and pressures the salaried-advisor value proposition.
• SelectQuote: Public senior-focused insurance broker selling Medicare, life, and ancillary products via a large call-center model. Comparable in core Medicare product set but operates at substantially greater scale and with a different cost structure.

Others

• QuoteWizard (by LendingTree): Insurance lead-generation and comparison platform covering P&C lines that HTA also writes. Represents a digital channel that competes for the same P&C customers through a self-service, price-driven funnel.
• Renaissance Alliance: Network for independent insurance agencies that HTA joined in 2023. Not a competitor but an enabler — it provides expanded carrier access, growth resources, and aggregation benefits that flow through to HTA's operations.

Direct peers

• Assurance IQ: Insurance brokerage (acquired by Prudential) selling Medicare, life, and P&C products to consumers. Closely matches HTA's dual Medicare + P&C positioning but at significantly larger scale and with a tech-enabled, lead-driven model.
• Ritter Insurance Marketing: Medicare Field Marketing Organization that acquired HTA's wholesale Medicare business in 2021. Operates in the same Medicare distribution ecosystem and represents overlapping carrier partners, making it the most directly comparable Medicare distribution peer.
• HealthPlanOne: Independent Medicare insurance broker representing multiple carriers. Competes head-to-head for the same Medicare-eligible consumer segment using a similar multi-carrier agency model, though with a heavier digital marketing orientation.

Emerging players

• MedicareFAQ: Independent Medicare-focused insurance agency and content publisher representing multiple carriers. Closely comparable in size, multi-carrier agency model, and education-first GTM to HTA's Medicare services.
• Policygenius: Online insurance broker covering life, disability, and P&C (and some Medicare-adjacent products). Represents the digital-first, self-service model that could pressure traditional brokerages like HTA on price transparency and convenience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HTAFinancial
• LinkedInlinkedin.com/company/hta-financial-services-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 HTA Financial Services