Pbp

What Pbp does

Professional Benefit Planners (PBP) is a privately held, boutique insurance agency founded in 1984 by James Milkey II and Frank Scaglione, headquartered at 31730 Hoover Road, Suite C, Warren, Michigan. The firm operates as an independent broker representing 8 insurance carrier organizations and offering 75 products across Medicare (Parts A, B, D, Supplement, Advantage), individual health, dental, vision, life, disability, and travel insurance, alongside employer-side employee and voluntary benefits consulting. Its core technology consists of online quote-request forms, educational resource pages (Medicare videos, FAQs, enrollment guides), and deep-linked carrier portals for life, dental, vision, and travel products; there is no proprietary underwriting, claims, or benefits-administration platform.

PBP serves two principal segments: Medicare-eligible individuals (turning 65 or on disability) needing Part A/B/C/D navigation, and small-to-mid-sized Michigan employers seeking group health, dental, vision, life, disability, cafeteria, and voluntary benefit plans. Revenue is generated through carrier commissions on placed individual and group policies and through negotiated professional services/consulting fees with employer clients; pricing is not publicly disclosed and contracts are billed monthly for individual lines and annually for employer benefits programs. The agency employs approximately seven people, including two senior benefits advisors (President James Milkey II and Benefits Advisor Brian Smith, each with 35+ years of industry experience) supported by administrative, accounting, and intern staff.

Distribution is consultative and high-touch, combining a single Warren, MI office with website-driven inbound lead capture, no-cost consultations, client referrals, testimonials, and a Strategic Partners Network extending into financial planning, 401k administration, commercial insurance, and personal insurance. The firm maintains NABIP membership and ACA certification as trust signals, and runs no paid advertising channels. Geographic scope is concentrated in Michigan with one ancillary reference to East Africa markets, though the latter appears incidental.

Name

Pbp

Legal name

Professional Benefit Planners

Website

https://pbpllc.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Professional Benefit Planners is a Warren, Michigan-based boutique insurance brokerage representing 8 carriers and 75 products, serving Medicare-eligible individuals and small-to-mid-sized Michigan employers with consultative employee benefits, Medicare navigation, and individual insurance services.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Employee Benefits Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411), Services-Management Consulting Services (8742)

akta.pro primary industry

Retirement Benefits & Social Security/Medicare Planning (FSAEABAI)

akta.pro secondary industries

Medicare Advantage (MA) Plans (FSAIAGAA), Medicare Supplement (Medigap) (FSAIAEAG), Commercial Vision Insurance Plans (Employer-Sponsored) (HLAEAJAA)

Keywords

• Employee benefits consulting
• Medicare advisory services
• Insurance brokerage
• Group health insurance
• Individual insurance agency

Headquarters

HQ city

Eastpointe

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 Product Commissions: Earn commissions from insurance carriers when clients purchase health, dental, vision, life, disability, and Medicare insurance products. Represents 8 organizations offering 75 products in the service area.
2. Employee Benefits Consulting: Professional consulting services for businesses including strategic planning, benefits program design, HR consulting, and administrative support. Revenue generated through consulting fees and service agreements with employer clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Professional Benefit Planners is a boutique insurance agency that designs and brokers employee benefits packages for employers and provides Medicare enrollment guidance and individual insurance products for consumers. Operating as an independent broker, the firm represents 8 insurance organizations offering 75 products across health, dental, vision, life, disability, and Medicare lines.

Product overview

Professional Benefit Planners (PBP) is a boutique employee benefits firm offering a comprehensive portfolio of insurance products and services. The core offerings include Medicare-related products (Parts A, B, D, Supplement, and Advantage plans) and employee benefits consulting. The company provides individual and group insurance across multiple lines including health, life, disability, dental, and vision. Additional specialized products include term, whole life, universal life, final expense, and Medicare Prescription Drug Plans. The firm operates as an insurance broker representing 8 organizations offering 75 products in the Warren, MI area, helping clients navigate Medicare enrollment, employee benefits planning, and individual insurance needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Employee & Voluntary Benefits Consulting

Quantifiable outcome

• Represents 8 organizations offering 75 products
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• NABIPcoreStrategic or Co-development PartnerNational Association of Benefits and Insurance Professionals membership. Professional association providing training, resources, and standards for benefits and insurance professionals.
• Back9 InsuranceminorChannel Partner/ Reseller/ DistributorPartner for life insurance and long-term care products. PBP links to Back9 Insurance's online quote application for life insurance.
• Spirit DentalminorChannel Partner/ Reseller/ DistributorPartner for dental insurance products. Online quote functionality integrated through spiritdental.com.
• Direct Vision InsuranceminorChannel Partner/ Reseller/ DistributorPartner for stand-alone vision insurance. Online quote functionality provided.
• GeoBlue Travel InsuranceminorChannel Partner/ Reseller/ DistributorPartner for travel medical insurance products. Links to GeoBlue for quote and purchase.
• HTH Travel InsuranceminorChannel Partner/ Reseller/ DistributorPartner for trip protection and travel insurance. Integrated through HTH Travel Insurance platform.
• Shaklee ProductsminorChannel Partner/ Reseller/ DistributorWellness product partner. Shaklee is a nutritional supplement company. Mariah Milkey is a member of the Shaklee company.
• GoodRxminorGTM or Marketing PartnerHealthcare cost comparison tool partner. GoodRx helps consumers compare prescription drug prices and find discounts.
• Healthcare BluebookminorGTM or Marketing PartnerHealthcare cost comparison resource. Helps clients navigate healthcare pricing for informed decision-making.
• Strategic Partners NetworkcoreStrategic or Co-development PartnerDeveloped strategic partners providing Financial Planning, 401k administration, Commercial Insurance, and Personal Insurance services. Aligned with PBP values for comprehensive client solutions.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• USI Insurance Services: Top-tier U.S. insurance brokerage delivering employee benefits, commercial, and personal lines through a national agency network. Comparable to PBP in core employee benefits brokerage activity but operating nationally with proprietary consulting practices.
• Brown & Brown: Large publicly traded insurance brokerage providing employee benefits, property/casualty, and specialty products through acquired agencies. Comparable to PBP in multi-carrier brokerage model and benefits focus, though Brown & Brown aggregates scale via roll-ups.
• Holmes Murphy: Large independent insurance brokerage focused on employee benefits, property/casualty, and risk management consulting. Comparable to PBP in employee benefits consulting for employers but operating at multi-state scale with dedicated consulting teams.
• OneDigital: Employee benefits and HR consulting firm advising employers on health, welfare, retirement, and voluntary benefits. Comparable to PBP's employer benefits consulting motion (strategic planning, program design, voluntary benefits) but at significantly larger scale.

Direct peers

• SelectQuote: Public, technology-enabled insurance broker focused primarily on Medicare and senior-market insurance products. Directly comparable to PBP in target customer (Medicare-eligible individuals) and product mix (Medicare Advantage, Supplement, Part D), though operating at vastly larger scale via digital/contact-center distribution.
• GoHealth: Medicare-focused insurance brokerage with a technology-driven enrollment platform. Closely comparable to PBP's Medicare advisory business (Parts A/B/D, Advantage, Supplement) with similar consumer-facing educational content and agent-led enrollment assistance.
• eHealth: Online health insurance marketplace offering Medicare, individual, and family plans from multiple carriers. Comparable to PBP in product breadth (Medicare Advantage/Supplement, individual health, dental, vision) and carrier-multi-channel model, with a much larger digital footprint.
• Assurance IQ: Insurance brokerage serving individuals and small businesses across health, life, Medicare, and voluntary benefits (now part of Prudential). Directly comparable to PBP in dual consumer/SMB focus and multi-carrier product mix, though scaled nationally with proprietary technology.

Regional players

• Frankenmuth Insurance: Michigan-headquartered mutual insurance company with regional agency network. Comparable to PBP in Michigan market footprint and multi-line personal/commercial offerings, though Frankenmuth underwrites its own products rather than acting purely as a broker.
• Kapnick Insurance Group: Michigan-based independent insurance agency offering employee benefits, commercial, and personal insurance across multiple carriers. Comparable to PBP in Michigan geography, multi-line benefits focus, and independent agency structure.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/professional-benefit-planners

Compliance1 record

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 Pbp