Burnham & Flower Group

What Burnham & Flower Group does

Burnham & Flower Group is a Kalamazoo, Michigan-based insurance brokerage founded in 1966, operating as Acrisure TPA (legal entity Acrisure, LLC). The company delivers third-party administration services for employee benefits through a SaaS-based integrated platform, with its core product being WealthCare COBRA—a modern COBRA administration solution featuring direct billing capabilities. Its product portfolio also encompasses administration of consumer-directed healthcare accounts including FSA, HSA, HRA, Commuter Benefits, POP (Section 125), and WRAP (wraparound) plans, designed to consolidate fragmented benefits management for employers.

The platform targets mid-to-large employers offering consumer-directed healthcare accounts paired with health plans, with a horizontal segmentation approach spanning companies of various sizes. Revenue is generated through subscription-based, recurring fees structured on a per-participant or per-account basis, sold via direct enterprise field sales to HR departments and benefits administrators. Marketing is conducted primarily through the company website with compliance resources and direct phone/email outreach.

The company employs 51-100 staff and operates domestically within the United States. Founded by Duane F Burnham and Homer J Flower, with Thomas Schau listed as owner, the firm has transitioned into Acrisure's broader insurance brokerage ecosystem, leveraging that distribution platform for enterprise client access while retaining its bfgroup.com domain and TPA operational identity.

Name

Burnham & Flower Group

Legal name

Burnham & Flower Group

Website

https://bfgroup.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

Burnham & Flower Insurance is a property and casualty insurance brokerage specializing in risk management programs & insurance solutions.

Ownership category

akta.pro rank

Product category

Employee Benefits Administration Software

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Hospital & Medical Service Plans (6324)

akta.pro primary industry

Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)

akta.pro secondary industries

Eligibility, Enrollment & Benefits Administration (HLAEALAH), Compliance, Reporting & Regulatory Administration (ERISA/ACA/No Surprises) (HLAEALAJ)

Keywords

• COBRA administration
• Benefits administration
• Consumer-directed healthcare
• FSA HSA administration
• Third-party administration

Headquarters

HQ city

Kalamazoo

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Third-Party Administration Services: Fees for administering employee benefits including COBRA, FSA, HSA, HRA, Commuter, and POP accounts. Revenue is generated through per-participant or per-account pricing to employer clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Burnham & Flower Group, operating as Acrisure TPA, provides third-party benefits administration services through a unified SaaS-based platform. The company administers consumer-directed healthcare accounts including COBRA, FSA, HSA, HRA, Commuter Benefits, POP (Premium Only Plan), and WRAP (Wraparound Benefits) for employer clients. Revenue is generated through per-participant or per-account fees from employers for administering these employee benefit programs.

Product overview

Burnham & Flower Group (operating as Acrisure TPA) offers a unified SaaS-based platform for employee benefits administration. The core product portfolio centers on WealthCare COBRA, their modern COBRA administration solution, supplemented by a comprehensive suite of consumer-directed healthcare accounts including FSA, HSA, HRA, Commuter Benefits, POP, and WRAP. These products are designed to work in an integrated manner to help employers consolidate benefits management, close administrative gaps, and increase employee satisfaction through direct billing and simplified administration.

Differentiator

Problem solved

Functional benefit

Brands

• WealthCare COBRA: Modern COBRA administration solution with direct billing and consumer-directed healthcare in an integrated SaaS-based platform

Products and services

• WealthCare COBRA (COBRA Administration) Modern COBRA administration solution with direct billing capabilities, simplified approach to complex COBRA HR functions, and integration with consumer-directed healthcare accounts in a unified SaaS platform. Designed for employers needing compliant COBRA continuation coverage administration.
• FSA (Flexible Spending Account) Consumer-directed healthcare account paired with health plans to deliver employer and employee savings through pre-tax spending accounts. Designed for employers offering Section 125 cafeteria plan benefits.
• HSA (Health Savings Account) Consumer-directed healthcare account that guides employees to high-quality, low-cost spending decisions and disciplined savings management. Paired with high-deductible health plans for employer and employee tax-advantaged savings.
• HRA (Health Reimbursement Arrangement) Consumer-directed healthcare account paired with health plans, providing employer-funded reimbursement of qualified medical expenses for employees. Designed for employers seeking tax-advantaged benefit funding flexibility.
• Commuter Benefits Pre-tax commuter benefit administration enabling employees to set aside pre-tax funds for transit and parking expenses, reducing taxable income for participating employees.
• POP (Premium Only Plan) Section 125 cafeteria plan administration enabling employees to pay health insurance premiums on a pre-tax basis, reducing payroll taxes for both employer and employees.
• WRAP (Wraparound Benefits) Supplemental benefit administration solution that wraps additional ancillary benefits around core benefits packages, providing a consolidated administration experience for employers.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Recent moves3 records

Expansion highlights2 records

Direct peers

• HealthEquity (formerly WageWorks): HealthEquity is the largest independent consumer-directed healthcare (HSA/FSA/HRA/COBRA) administrator in the US. It is the most direct competitor to Burnham & Flower/Acrisure TPA's CDH and COBRA product suite, competing for the same employer HR buyers on the same benefit account types.
• Ameriflex: Ameriflex is a benefits TPA offering FSA, HSA, HRA, COBRA, commuter, and Section 125 administration through an integrated platform. It competes head-to-head with Burnham & Flower's product set for the same mid-market employer accounts.
• Infinisource: Infinisource provides COBRA administration, FSA/HSA administration, and consumer-directed benefits technology, alongside its BENU health-reimbursement arrangement product. It is a direct competitor in COBRA and CDH administration.
• WageWorks (legacy brand, now HealthEquity): WageWorks historically dominated FSA/commuter/COBRA administration before being acquired by HealthEquity. It is included to reflect the legacy direct competitor whose market share the firm is effectively contesting.
• Benefitfocus: Benefitfocus operates a benefits administration platform that includes COBRA, FSA, HSA, and other CDH account types. It is a direct SaaS platform competitor to the Acrisure TPA / WealthCare COBRA offering.
• Navia Benefits: Navia Benefits is a third-party benefits administrator providing COBRA, FSA, HSA, HRA, and other consumer-directed healthcare administration. It is a direct competitor to the firm's product set for small and mid-sized employers.
• Fringe Benefits Management Company: FBMC is a benefits administration and management company offering COBRA, FSA, HRA, and Section 125 plans. It competes in the same mid-market TPA space as Burnham & Flower/Acrisure TPA.

Broad incumbents

• ADP (ADP Workforce Now / TotalSource): ADP is a broad HR, payroll, and benefits administration incumbent offering COBRA and CDH account services bundled with payroll. It is a scaled incumbent whose bundled offering competes with standalone TPAs for employer benefits wallet share.
• Paychex: Paychex is a major payroll and HR solutions provider that offers benefits administration capabilities (including COBRA and FSA/HSA) bundled with its core payroll platform, competing for the same mid-market employer segment.
• OneDigital: OneDigital is a large insurance and financial services firm offering benefits administration, COBRA, and CDH account services alongside brokerage and consulting. It is a relevant incumbent given the Acrisure/Burnham & Flower brokerage heritage.

Market position

Strengths1 record

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BFGROUP1

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 Burnham & Flower Group