Trivative

What Trivative does

Trivative Planning Consultants (DBA "Trivative") is a Plano, Texas-based financial advisory and insurance brokerage firm founded in 2017. The company serves individual consumers and families across the United States with a holistic financial planning offering built around six core product lines: life insurance (whole, universal, index universal, and term), annuities (fixed, index, and guaranteed income), retirement planning (including IRA rollover and Roth vs. Traditional analysis), living benefits (accelerated death benefit riders for terminal, chronic, critical illness, and critical injury), life events advisory (marriage, divorce, job transition, business ownership, inheritance, college planning), and final expense insurance (policies up to $25,000). The firm also operates a Partner Portal that enables external agents and advisors to submit client referrals.

Trivative generates revenue primarily through commissions on insurance products placed with carriers and, secondarily, through professional advisory fees embedded in those transactions. Distribution is sales-led and relationship-driven: prospects begin with obligation-free in-person or phone consultations, after which advisors construct personalized plans and maintain ongoing service through quarterly phone check-ins and semi-annual in-person meetings. The go-to-market is supplemented by a B2B2C partner channel through the Partner Portal, which captures referral flow from independent agents and advisors. Trivative is not a technology company — its site is built on Squarespace, there is no proprietary software platform, no AI/ML components, no app, and no disclosed integrations or APIs. Operations are run out of a single office in Plano with 11-50 employees.

The company is privately held, with Liz Ulloa serving as President. There is no disclosed outside ownership — no venture capital, private equity, or parent company affiliations appear in the available materials. No funding rounds, M&A activity, regulatory actions, or material leadership changes are on record, and there are no third-party awards, patents, or certifications. Coverage is domestic U.S. only, with no international footprint or stated geographic expansion plans.

Name

Trivative

Legal name

Trivative Planning Consultants

Website

https://trivative.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Trivative Planning Consultants is a Plano, Texas-based financial advisory and insurance brokerage firm offering life insurance, annuities, retirement planning, living benefits, life events advisory, and final expense products to individual U.S. consumers and families through a sales-led, advisor-driven model.

Ownership category

akta.pro rank

Product category

Financial Advisory and Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Portfolio Management and Investment Advice (523940)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282), Life Insurance (6311)

akta.pro primary industry

Retirement Income Planning & Decumulation Advisory (FSAEABAD)

akta.pro secondary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

• Life insurance brokerage
• Retirement planning services
• Annuity products
• Financial advisory
• Final expense insurance

Headquarters

HQ city

Allen

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Products: Trivative generates revenue through commissions on insurance products they sell including life insurance policies (whole life, universal life, index universal life, term insurance), annuities, and final expense insurance. They serve as an intermediary between insurance carriers and end customers.
2. Financial Advisory Services: The company provides financial planning and advisory services, including retirement planning, life events planning, and living benefits planning. Revenue is generated through professional service fees embedded in insurance product sales.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Trivative is a financial advisory and insurance brokerage firm that sells life insurance (whole life, universal life, index universal life, term), annuities (fixed, index, guaranteed income), retirement planning services, living benefit riders, and final expense insurance to individuals and families. The firm operates on a personalized advisory model with initial no-obligation consultations, custom plan development, and ongoing quarterly phone check-ins and semi-annual in-person reviews. It also maintains a Partner Portal enabling external agents and advisors to submit client referrals.

Product overview

Trivative Planning Consultants is a financial advisory firm offering a comprehensive suite of insurance and retirement planning products. The core portfolio centers on Life Insurance (including Whole Life, Universal Life, Index Universal Life, and Term Insurance), Annuities (Fixed, Index, and Guaranteed Income variants), and Retirement Planning services. Living Benefits products provide accelerated death benefit riders for terminal, chronic, critical illness, and critical injury scenarios. The firm also addresses Life Events planning including job transitions, marriage, divorce, business ownership, inheritance, and college education. Final Expense Insurance offers burial insurance policies ranging up to $25,000. A Partner Portal enables referral submissions. The company operates as a financial planning consultancy rather than a technology platform, with services delivered through personalized advisory meetings.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance Life insurance products that help families maintain their standard of living, including term and permanent policies that build cash value to fund legacies. Offered to individual families and households seeking financial protection.
• Annuities Insurance contracts with accumulation and distribution phases, providing tax-deferred growth and guaranteed income streams for retirement. Includes fixed annuities with guaranteed returns, index annuities linked to equity index performance, and guaranteed income lifetime or period-certain payment features.
• Retirement Planning Comprehensive retirement planning services addressing financial preparation, health, lifestyle, and emotional readiness for retirement. Includes retirement goal setting, transition and relocation planning, personalized individual plans, retirement plan rollover consulting, and Roth IRA vs. Traditional IRA comparative analysis.
• Living Benefits Accelerated death benefit riders allowing access to life insurance benefits while alive in case of chronic, critical, or terminal illness or critical injury. Includes terminal illness benefit, chronic illness benefit (long-term care), critical illness benefit (lump sum on diagnosis), and critical injury benefit.
• Life Events Advisory Financial planning services to help clients prepare for major life milestones and transitions. Covers job transition planning, marriage planning, divorce planning, business ownership advisory (succession and exit strategies), inheritance planning, and college education planning.
• Final Expense Insurance Small life insurance policies designed to cover funeral expenses, burial costs, and small debts, ranging from a few thousand dollars up to $25,000. Targeted at individuals seeking affordable coverage to ease the financial burden on family.
• Partner Portal Online portal for insurance agents and financial advisors to submit client information and manage referrals to Trivative Planning Consultants.
• Financial Planning Advisory Professional advisory services to help clients clarify their financial future, review current situations, and develop personalized financial plans with quarterly phone reviews and semi-annual in-person meetings.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights3 records

Direct peers

• LPL Financial: Largest independent broker-dealer in the U.S., supporting advisors across life insurance, annuity, and retirement planning. Same go-to-market of advisor-led product placement on behalf of carriers, though at vastly greater scale than Trivative.
• Cetera Financial Group: Independent broker-dealer supporting thousands of financial advisors who sell life insurance, annuities, and retirement planning products. Closely comparable to Trivative as an intermediary business model placing carrier products with retail clients.
• Cambridge Investment Research: Independent broker-dealer offering life insurance, annuities, and wealth management infrastructure to financial advisors. Directly comparable business model of supporting advisor-led placement of insurance and retirement products.
• Advisor Group: Network of independent wealth management firms supporting advisors in life insurance, annuity, and retirement product sales. Comparable in the financial advisor/insurance intermediary space.
• Commonwealth Financial Network: Independent broker-dealer providing life insurance, annuity, and retirement planning support to financial advisors. Comparable as a wholesale partner network for advisors selling similar product categories to retail clients.

Broad incumbents

• MassMutual: Mutual life insurer offering life insurance, annuities, and retirement income products through captive advisors. Comparable product mix to Trivative, especially in retirement income and living benefits.
• Northwestern Mutual: Large U.S. life insurance carrier and financial advisory firm offering life insurance, annuities, retirement planning, and living benefits. Comparable product portfolio to Trivative but operates as a captive advisor network and direct carrier.
• Lincoln Financial Group: Insurance and retirement company with strong presence in life insurance, indexed annuities, and retirement income. Directly comparable in indexed life and annuity product categories sold through advisors.
• Prudential Financial: Large financial services firm offering life insurance, annuities, and retirement planning. Overlaps with Trivative across retirement income and life insurance distribution through advisor channels.
• New York Life: Major mutual life insurance company with a large financial advisor network distributing life insurance, annuities, and retirement products. Overlaps with Trivative across virtually all product categories but with captive distribution and direct underwriting.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/teamtrivative
• LinkedInlinkedin.com/company/teamtrivative

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Trivative