LBG Advisors
- Company typePrivate
- Founded2003
- HeadquartersLynnwood, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What LBG Advisors does
LBG Advisors (legal name: Liberty Benefits Group Advisors, LLC) is a privately-held insurance brokerage and employee benefits consulting firm founded in 2003 and headquartered in Woodinville, Washington. The firm operates as a licensed insurance broker/agent in all 50 states, delivering fully insured and self-funded medical plans, dental, vision, ancillary coverage, retirement plan advisory services, first responder disability programs (including up to $250K Line of Duty Death Benefit), and behavioral health plan design. Its underlying 'technology' consists of custom branded benefits websites, online enrollment platforms, data analytics tools, and PBM analysis systems, alongside the proprietary Strategic Plan Framework — a fact-finding, scorecard, and yearly stewardship methodology targeted at plan sponsors with 100+ participants.
The firm's business model is anchored in insurance commissions (both specific-dollar/percentage-of-premium and contingent commissions based on volume and profitability), supplemented by professional services fees for retirement plan consulting (delivered as a member firm of Retirement Plan Advisory Group) and registered investment advisory services offered through Accelerate Investment Advisors LLC under a DBA arrangement. Revenue is generated primarily through direct consultant engagement — a team of named senior consultants (Ron Kirkpatrick, Jason Jakobsen, Blair Panzer, Scott Carson, Hayden Kirkpatrick, Matt Broman, Kristen Smith) who sell into a vertically-narrow customer base of first responder organizations, public utility districts, and technology companies. Go-to-market is event-driven, supported by an annual Benefits Symposium in Lake Tahoe (October 2026 edition announced), a restaurant-based Lunch-and-Learn series, a content marketing blog, LinkedIn presence, webinars, and email nurture campaigns. The firm has no external funding, no disclosed revenue, and is structured as a founder/management-controlled LLC with no parent company or institutional investment signals.
LBG Advisors firmographics
Firmographics- Name
- LBG Advisors
- Legal name
- Liberty Benefits Group Advisors, LLC
- Website
- https://lbgadvisors.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
LBG Advisors industry classification
Industry- Product category
- Employee Benefits Consulting
- NAICS
- Portfolio Management and Investment Advice (523940), Health and Welfare Funds (525120)
- SIC
- Insurance Agents, Brokers & Service (6411), Investment Advice (6282)
- akta.pro primary industry
- Employee Benefits Brokerage & Consulting (FSAEADAC)
- akta.pro secondary industries
- Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE), Business Overhead Expense (BOE) Disability Insurance (FSAIAIAJ)
Keywords
Where LBG Advisors is headquartered
LocationHeadquarters
- HQ city
- Lynnwood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LBG Advisors business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Insurance Commissions: LBG Advisors, LLC is licensed as an insurance broker/agent in all fifty states. The company receives commissions either as a specific dollar amount or percentage of premium set at the time of purchase, renewal, or servicing of a particular insurance policy. They also receive contingent commissions based on volume of business placed, profitability, and other factors.
- Retirement Plan Advisory Services: As a member firm of Retirement Plan Advisory Group, LBG Advisors provides retirement plan consulting services using custom technology and processes to assist retirement plan sponsors in managing their plans.
- Consulting and Advisory Fees: The company provides strategic benefits consulting, independent plan reviews, plan audits, and implementation services. Investment advisory services are offered through Accelerate Investment Advisors LLC.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One time/ perpetual license | Symposium Conference - Attendee |
| Other | One time/ perpetual license | Symposium Conference - Spouse |
| Other | Multi-year contract | Symposium Hotel Accommodation |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
LBG Advisors product offering
Product offeringCore offering
LBG Advisors is a licensed insurance broker and employee benefits consulting firm that designs, quotes, and manages benefits programs for plan sponsors. Its offerings span fully insured and self-funded medical plans, dental, vision, ancillary coverage, first responder disability programs (including up to $250K Line of Duty Death Benefit), behavioral health solutions, and retirement plan advisory through the Retirement Plan Advisory Group. The firm delivers these services via a team of consultants using a proprietary Strategic Plan Framework, data analytics, and custom-branded benefits websites.
Product overview
LBG Advisors (Liberty Benefits Group Advisors, LLC) is an employee benefits consulting firm offering strategic self-funded employee benefits services since 2003. The core offering is Employee Benefits Consulting, which encompasses medical (fully insured and self-funded), dental, vision, and ancillary plans. Specialized services include First Responder Disability programs (including long-term disability, voluntary options, and Line of Duty Death Benefits up to $250K) and Behavioral Health solutions. The company also offers Retirement Planning/401k Advisory services through a partnership with Retirement Plan Advisory Group. An annual Symposium event provides educational conferences for plan sponsors and HR professionals. The company serves industries including fire/police, public utility districts, and technology sectors, using a data-driven and educational approach to help clients save costs and elevate their customized benefit plans.
Differentiator
Problem solved
Functional benefit
Products and services
- Employee Benefits Consulting
Quantifiable outcome
- 2% average renewal rate across book of business
- +3 more outcomes
Companies that use LBG Advisors
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles5 records
LBG Advisors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
LBG Advisors partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Retirement Plan Advisory GroupcoreLBG Advisors is a member firm of Retirement Plan Advisory Group, one of the leading retirement plan consulting organizations in the nation. This membership provides access to custom technology and processes for assisting retirement plan sponsors in managing their plans.
- Accelerate Investment Advisors LLCcoreInvestment advisory services are offered through Accelerate Investment Advisors LLC ('Accelerate') DBA LBG Advisors, LLC, a federally registered investment adviser. LBG Advisors, LLC is a separate entity from Accelerate. Advisory services are only offered to clients where Accelerate and its representatives are properly licensed.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
LBG Advisors competitors and assessment
Company assessmentDirect peers
- OneDigital: OneDigital is one of the largest U.S. employee benefits-focused brokerage and consulting firms, serving mid-market and large employers with benefits strategy, retirement, and wellness services. It is a direct peer to LBG in the employee benefits brokerage category, though significantly larger in scale.
- Hub International: Hub International is a North American insurance brokerage with a substantial employee benefits practice serving mid-market employers, including public-sector and association plans. Closely comparable to LBG in benefits brokerage services and target mid-market employer base.
- Alliant Insurance Services: Alliant is a specialty insurance brokerage with deep public-sector and labor union practices, offering employee benefits, retirement plan consulting, and trust administration. Highly comparable to LBG in target segments (fire/police unions, public entities) and benefits consulting offerings.
- USI Insurance Services: USI is a large insurance brokerage with a strong middle-market employee benefits practice, including self-funded plan consulting, retirement plan advisory, and proprietary risk analytics. Comparable to LBG in benefits consulting model, but with broader geographic reach and proprietary analytics tools.
- NFP (an Aon company): NFP is a mid-market-focused insurance brokerage and benefits consulting firm specializing in property/casualty, employee benefits, and retirement plan advisory. Comparable to LBG in employee benefits consulting for mid-sized employers, though NFP has broader product breadth and scale.
Broad incumbents
- Lockton Companies: Lockton is the world's largest independent insurance brokerage, with a strong employee benefits and retirement consulting practice. Comparable to LBG in core benefits consulting model, though Lockton serves large and mid-market clients across multiple geographies.
- Brown & Brown, Inc. Brown & Brown is a diversified insurance brokerage with growing employee benefits capabilities through acquisitions. Provides employee benefits consulting to mid-market employers in similar verticals to LBG, but with broader geographic coverage and product portfolio.
- Arthur J. Gallagher & Co. Gallagher is a global insurance brokerage and risk management firm with a substantial employee benefits consulting and retirement plan advisory practice. Comparable to LBG in core services offered (benefits brokerage, retirement consulting, self-funded strategy), but operates at vastly larger scale across all segments.
- Marsh McLennan: Marsh McLennan (parent of Marsh and Mercer) is a global professional services firm with Mercer providing large-scale employee benefits consulting and retirement plan advisory. Comparable to LBG only at the broad industry level; Mercer typically serves enterprise clients far larger than LBG's sweet spot.
Regional players
- Benefit Commerce Group: Benefit Commerce Group is a smaller employee benefits brokerage focused on the western U.S. mid-market, providing self-funded medical, dental, vision, and retirement consulting. Comparable to LBG in size, vertical focus on benefits brokerage, and regional western U.S. employer base.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
LBG Advisors financial estimates
Financial estimateRevenue estimate
Valuation estimate
LBG Advisors leadership team
Management profileNumber of profiles
Profiles7 records
LBG Advisors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LBG Advisors M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LBG Advisors
What does LBG Advisors do?
LBG Advisors is a licensed insurance broker and employee benefits consulting firm that designs, quotes, and manages benefits programs for plan sponsors. Its offerings span fully insured and self-funded medical plans, dental, vision, ancillary coverage, first responder disability programs (including up to $250K Line of Duty Death Benefit), behavioral health solutions, and retirement plan advisory through the Retirement Plan Advisory Group. The firm delivers these services via a team of consultants using a proprietary Strategic Plan Framework, data analytics, and custom-branded benefits websites.
Is LBG Advisors a public or private company?
LBG Advisors is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LBG Advisors founded?
LBG Advisors was founded in 2003. It employs 11 to 50 people.
Where is LBG Advisors based?
LBG Advisors is headquartered in Lynnwood, United States, in the North America region.
How does LBG Advisors make money?
Three revenue lines are on record. Insurance Commissions are the primary driver. The others are retirement Plan Advisory Services and consulting and Advisory Fees.
Who are LBG Advisors's main competitors?
Direct peers on record are OneDigital, Hub International, Alliant Insurance Services, USI Insurance Services and NFP (an Aon company). Broad incumbents are Lockton Companies, Brown & Brown, Inc., Arthur J. Gallagher & Co. and Marsh McLennan. Benefit Commerce Group is listed as a regional player.
Does LBG Advisors have an API?
No public API is recorded for LBG Advisors.
What industry is LBG Advisors in?
LBG Advisors's product category is Employee Benefits Consulting. Its primary akta.pro industry code is FSAEADAC, Employee Benefits Brokerage & Consulting, with a secondary code of FSAEABAE, Employer Retirement Plan Advisory (401(k)/Pension). Its NAICS code is 523940 and its SIC code is 6411.