Lovelace Insurance

What Lovelace Insurance does

Lovelace Insurance is a family-owned, independent insurance agency headquartered in West Palm Beach, Florida. Co-owned and operated by Susan and David Lovelace — both licensed Medicare professionals in Florida and Georgia — the agency was established circa 2006 and has operated continuously for approximately 20 years as a brokerage serving seniors, individuals and families, and small businesses. The agency is a member of the National Association of Health Underwriters (NAHU).

The agency's product portfolio is structured around four pillars: (1) Medicare solutions (Advantage, Supplement/Medigap, and Part D), which is the core focus; (2) individual health insurance — both ACA Marketplace plans (delivered via HealthSherpa) and non-ACA short-term health; (3) life insurance (term, permanent, and final expense); and (4) supplemental lines (dental, vision, accident, disability, critical illness, long-term care, hospital indemnity). A small-group benefits practice (5–50 employee businesses) adds group health, voluntary/worksite benefits, and compliance administration services. The agency sells through multiple carrier appointments — Aetna, Aflac, Cigna, Humana, United Healthcare, HealthEquity, GeoBlue, United American, National General, Ameritas, GPM Health & Life, and Dental for Everyone — and also operates Insurance Plans of Florida as a wholly-owned subsidiary.

The business model is a commission-based brokerage. Carriers pay commissions on policies placed; clients receive services free of charge, which is positioned as enabling unbiased, multi-carrier recommendations. Go-to-market is direct (phone numbers 561.845.7392 and 888.556.5859, email [email protected], the lovelaceinsurance.com website with quote-request forms and educational content), supplemented by partner platforms (HealthSherpa for ACA, carrier websites for specific product purchases). The firm reports 1–10 employees, no proprietary technology stack, and no disclosed headcount growth or revenue metrics.

Name

Lovelace Insurance

Legal name

Lovelace Insurance

Website

https://lovelaceinsurance.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Lovelace Insurance is a family-owned independent insurance agency based in West Palm Beach, Florida, that brokers Medicare, individual health, life, and supplemental insurance for seniors, families, and small businesses across Florida and Georgia on a commission basis.

Ownership category

akta.pro rank

Product category

Health Insurance Agency

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH)

akta.pro secondary industries

Medicare Supplement (Medigap) (FSAIAEAG), Supplemental/Voluntary Group Term Life (Employee-Paid) (FSAIADAB)

Keywords

• Health insurance agency
• Medicare insurance plans
• Supplemental health coverage
• Small business benefits
• Life insurance brokerage

Headquarters

HQ city

West Palm Beach

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, Technology or R&D, Others

Revenue model

1. Insurance Commission Revenue: Lovelace Insurance operates as an independent insurance agent/broker earning commissions from insurance carriers for policies sold. They offer their services as a FREE resource to clients, meaning commissions are paid by the insurance carriers, not directly by customers. They work with multiple top-rated carriers including Aetna, Aflac, Cigna, Humana, United Healthcare, HealthEquity, GeoBlue, United American, Dental for Everyone, National General, Ameritas, and GPM Health & Life.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Lovelace Insurance is an independent insurance agency that brokers health, life, and supplemental insurance products for individuals and small businesses in Florida and Georgia. It matches clients with plans from multiple top-rated carriers—covering Medicare Advantage and Supplements, ACA Marketplace and short-term health, dental/vision, accident, disability, critical illness, long-term care, hospital indemnity, life insurance, and small-group employee benefits—and earns carrier commissions in lieu of charging clients. The agency is operated by co-owners Susan and David Lovelace and provides free consultations, quote requests, and ongoing annual Medicare reviews.

Product overview

Lovelace Insurance is an independent insurance agency offering a comprehensive portfolio of health, life, and supplemental insurance products. The core offerings include Medicare insurance solutions (Medicare Advantage Plans, Medicare Supplement/Medigap Plans, and Prescription Drug Plans/Part D), individual health insurance through the ACA Marketplace, short-term non-ACA health plans, and life insurance (term, permanent, and final expense). The supplemental health product line includes dental, vision, accident, disability, critical illness/cancer, long-term care, and hospital indemnity plans. For businesses, the company provides group health benefit packages (HMO/PPO), voluntary/ancillary benefits, and compliance administration services. All products are offered through partnerships with multiple top-rated carriers including Aetna, Aflac, Cigna, Humana, United Healthcare, HealthEquity, GeoBlue, United American, and National General, with no affiliation to any single carrier to ensure unbiased recommendations.

Differentiator

Problem solved

Functional benefit

Products and services

• Medicare Advantage Plans Private Medicare Part C plans that replace Original Medicare Parts A and B, offered as HMO or PPO options with additional benefits such as prescription drug coverage, dental, and vision, for Medicare-eligible individuals in Florida and Georgia.
• Medicare Supplement Plans (Medigap) Insurance policies that complement Original Medicare by covering co-pays, deductibles, and other out-of-pocket expenses not covered by Parts A and B, with Plans A through N available to Medicare-eligible clients in Florida and Georgia.
• Prescription Drug Plans (Part D) Standalone Medicare Part D prescription drug coverage offered by private carriers contracted with Medicare, helping Medicare beneficiaries in Florida and Georgia cover medication costs.
• Individual Health Insurance (Marketplace) Comprehensive major medical health insurance purchased through the ACA Marketplace with HMO and PPO options, potential subsidy eligibility, and essential health benefits coverage for individuals and families in Florida and Georgia.
• Short Term Health Insurance Non-ACA health insurance plans that can be purchased anytime and cover up to 2 years, offering lower premiums than comprehensive plans while excluding pre-existing condition coverage.
• Life Insurance Plans Life insurance products including Term Life, Permanent Life (whole, variable, universal), and Final Expense insurance to protect financial resources for families and businesses in Florida and Georgia.
• Dental Insurance Plans Individual dental insurance plans covering diagnostic, preventative, and corrective services including cleanings, exams, x-rays, fillings, root canals, orthodontia, and emergency dental care while traveling.
• Vision Insurance Plans Individual vision plans covering eye exams, eyeglass frames, contact lenses, and discounts on LASIK procedures, purchasable any time of the year.
• Accident Insurance Plans Supplemental insurance that pays benefits directly to policyholders for accidental injuries, covering medical, recovery, and out-of-pocket expenses beyond regular health insurance.
• Disability Insurance Plans Income protection insurance covering Short Term Disability (STD) and Long Term Disability (LTD) to replace regular income when the policyholder is unable to work due to a qualifying disability.
• Critical Illness & Cancer Plans Supplemental insurance that pays cash benefits directly to help reduce the financial impact of fighting critical illnesses such as cancer, heart attack, and stroke.
• Long Term Care Plans Insurance covering skilled care or personal care services associated with daily living activities, including institutional care (nursing home, assisted living) and home care services.
• Hospital Indemnity Plans Supplemental plans that pay fixed benefits for inpatient hospital stays, designed to supplement short-term medical or comprehensive major medical plans with high deductibles.
• Group Health Plans (Employee Benefits) Small business employee benefit packages including Group HMO, PPO, and partially funded health plans along with dental, vision, and wellness benefits for businesses with 5-50 employees.
• Voluntary Benefits Worksite or ancillary benefits allowing employees to purchase additional coverage through pre-taxed payroll deductions, including life, accident, disability, dental, vision, critical care, hospital indemnity, and gap plans.
• Dental & Vision Plans for Seniors Standalone dental and vision plans designed specifically for seniors, available through Medicare Advantage bundles or separate policies, offered by carriers including Humana, Dental for Everyone, GPM Health & Life, and Ameritas.

Quantifiable outcome

• Free service to clients - commissions paid by carriers
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor and core.

• AetnaminorChannel Partner/ Reseller/ DistributorOne of many top-rated insurance carriers Lovelace Insurance works with as an independent agent. Provides health insurance products to customers.
• AflacminorChannel Partner/ Reseller/ DistributorSupplemental insurance carrier partner offering accident, cancer, and other supplemental policies through Lovelace Insurance.
• CignaminorChannel Partner/ Reseller/ DistributorHealth insurance carrier partner providing health and life insurance products through Lovelace Insurance.
• HumanaminorChannel Partner/ Reseller/ DistributorMajor health insurance carrier partner. Lovelace Insurance offers Humana dental and vision plans for seniors and provides direct links to Humana for quote and purchase.
• United HealthcareminorChannel Partner/ Reseller/ DistributorTop national health insurance carrier partner offering various health insurance products.
• HealthEquityminorChannel Partner/ Reseller/ DistributorHSA (Health Savings Account) administrator partner for customers with high-deductible health plans.
• GeoBlueminorChannel Partner/ Reseller/ DistributorTravel health insurance carrier partner. Lovelace Insurance offers travel health plans through GeoBlue and provides direct links for quoting.
• United AmericanminorChannel Partner/ Reseller/ DistributorMedicare supplement and insurance carrier partner offering various Medicare-related products.
• Dental for EveryoneminorChannel Partner/ Reseller/ DistributorDental insurance carrier partner. Lovelace Insurance offers Dental for Everyone plans and provides direct links for quoting and purchasing.
• National GeneralminorChannel Partner/ Reseller/ DistributorShort-term health insurance carrier partner. Lovelace Insurance offers National General short-term health plans for non-ACA coverage up to 2 years.
• AmeritasminorChannel Partner/ Reseller/ DistributorDental and vision insurance carrier partner. Offers standalone dental and vision plans suitable for seniors and those under 65, with some plans including orthodontia benefits.
• GPM Health & Life (Ameritas)minorChannel Partner/ Reseller/ DistributorMedicare-focused dental and vision carrier. Plans designed for seniors and can be bundled with Medicare Supplement plans.
• HealthSherpacoreGTM or Marketing PartnerStrategic partnership for Marketplace/ACA health plan distribution. HealthSherpa is a FREE RESOURCE with live staff to help customers decide on marketplace options. Lovelace Insurance directs customers to HealthSherpa for quoting and purchasing ACA-compliant health plans.
• LifeWaveminorOthersSusan Lovelace is an authorized distributor for LifeWave, makers of proprietary wellness products that help reduce stress and improve energy levels, stamina, mental acuity, and sleep cycles. Separate product line from insurance services.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lovelaceinsure
• Facebookfacebook.com/susanjlovelace1
• LinkedInlinkedin.com/company/lovelace-insurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Lovelace Insurance