Premier Financial Inc R

What Premier Financial Inc R does

Premier Financial, Inc. is a privately held brokerage general agency (BGA) founded in 1991 by Paul Hassler in Lincoln, Nebraska, that distributes insurance products through independent agents, banks, broker-dealers, and investment advisors. Its product portfolio centers on life insurance (Term, Guaranteed Universal Life, and Indexed Universal Life), fixed and variable annuities, long-term care coverage, income protection, and Medicare supplements, sourced from more than 35 carrier partners including American General/AIG, Allianz Life, Athene, Lincoln Financial, Nationwide, Prudential, Mutual of Omaha, John Hancock, Protective Life, Transamerica, Genworth, Jackson National, and OneAmerica. The firm operates across 46 U.S. states and is structured as a family-owned organization, with Darin Hassler joining in 1994 and helping expand it from an annuity-only BGA into a multi-product agency.

The company's technology backbone is provided by iPipeline and consists of a real-time quote engine for Term, GUL, and IUL products (LifePipe), the XRAE underwriting tool, the iGO electronic application (e-App) platform, and an iPipeline-powered Forms Search utility. Premier layers agent services on top of this stack, including contracting and licensing support, multi-level compensation hierarchy design, commission tracking with EFT payment, marketing collateral (direct mail, seminars, newspaper advertising, consumer workbooks), and training programs such as CLTC/LTCP certification for long-term care. There is no indication of proprietary in-house technology development; the differentiation is in service intensity, carrier access, and compensation competitiveness rather than in software ownership.

Commercially, Premier Financial runs a commission-based revenue model, earning transaction-based payouts from insurance carriers whenever agents in its network place business, and redistributing a top-of-scale share of those commissions to its producers. Go-to-market is channel-partner-led: the firm does not sell directly to consumers but instead recruits, contracts, and supports licensed agents and institutional producers (banks, broker-dealers). The company is small (1-10 employees, six named staff), private, founder-controlled, and shows no signs of external capital, subsidiaries, or M&A activity in the available data.

Name

Premier Financial Inc R

Legal name

Premier Financial, Inc.

Website

https://www.premierfinancialinc.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Premier Financial, Inc. is a privately held, family-owned brokerage general agency that distributes life insurance, annuities, long-term care, income protection, and Medicare supplements from 35+ carriers through independent agents, banks, broker-dealers, and investment advisors across 46 U.S. states.

Ownership category

akta.pro rank

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission-based Insurance Distribution: Premier Financial generates revenue by acting as a brokerage general agency, earning commissions from insurance carriers when agents sell annuity, life insurance, long term care, and related products. The company offers competitive commission payouts to its network of agents and provides multi-level compensation hierarchies for different distribution channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Premier Financial, Inc. is a brokerage general agency that distributes insurance products through a network of independent agents and financial institutions. The company provides access to annuities, life insurance (Term, GUL, IUL), long term care coverage, income protection, and Medicare supplements from over 35 insurance carrier partners, along with contracting/licensing, marketing, training, and technology tools (iPipeline quote engines, XRAE underwriting, electronic application) to support its distribution network.

Product overview

Premier Financial, Inc. is an insurance brokerage general agency that distributes a portfolio of insurance products through a network of independent agents and financial institutions. Its product portfolio centers on life insurance (Term, GUL, and IUL via the iPipeline quote engine), annuities (fixed and variable), long term care coverage, income protection, and Medicare supplements — sourced from over 35 carrier partners. The core technology platform consists of an iPipeline-powered real-time quote engine, an iGO electronic application system, and the XRAE underwriting tool. These tools are complemented by agent support services including contracting/licensing, multi-level compensation design, marketing (both representative and consumer-facing), and training (including CLTC/LTCP certification). The company operates as a services-led insurance distribution organization rather than a standalone software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance Term life insurance product available through a real-time iPipeline quote engine on Premier Financial's platform, providing agents access to production information and underwriting details from multiple carriers.
• Guaranteed Universal Life (GUL) Insurance Guaranteed universal life insurance offered through Premier Financial's iPipeline-powered quote engine with product information and underwriting details available to agents.
• Indexed Universal Life (IUL) Insurance Indexed universal life insurance available through Premier's platform with access to carrier-specific training resources including John Hancock IUL Academy and United of Omaha IUL Training Center.
• Annuities Fixed and variable annuity products distributed through Premier Financial's carrier network, with dedicated annuity resources and microsites from carriers including The Standard, OneAmerica, Great American, Athene, Integrity, and AIG.
• Long Term Care (LTC) Coverage Long term care insurance coverage offered through multiple carrier partners including Nationwide, John Hancock, Transamerica, and Mutual of Omaha, with access to an LTC learning center and sales resources.
• Income Protection Income protection insurance products designed to safeguard policyholders' financial security against loss of income.
• Medicare Supplements Medicare supplement insurance products offered to provide additional coverage beyond standard Medicare benefits.
• Agent Contracting & Licensing Services Contracting and licensing support including multi-level compensation hierarchy design, commission tracking, and EFT payment setup for agents and financial institutions.
• Marketing Services Marketing support including customized marketing plans, sales ideas, product updates, advanced sales department access, and financial institution-specific strategies; consumer marketing includes direct mail, seminars, newspaper advertising, and consumer workbooks.
• Training Services Product and needs-based sales training (in-person or online) and CLTC/LTCP certification training for Long Term Care and Senior Marketing designation.

Named customers3 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

Integration4 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core and major.

• iPipelinecoreTechnology or IntegrationiPipeline provides the technology platform powering Premier Financial's website with quote engines, forms, and electronic application processing (e-App). Premier uses iPipeline's LifePipe and FormSpipe platforms for agent productivity.
• American General (AIG)majorChannel Partner/ Reseller/ DistributorInsurance carrier partner providing annuity and life insurance products through Premier's distribution network of agents and financial institutions.
• Allianz LifemajorChannel Partner/ Reseller/ DistributorInsurance carrier partner offering annuity products distributed through Premier's agent network.
• Athene AnnuitymajorChannel Partner/ Reseller/ DistributorCarrier partner providing annuity products including Ascent Series and Performance Elite products through Premier's distribution channels.
• Lincoln Financial GroupmajorChannel Partner/ Reseller/ DistributorInsurance and annuity carrier partner with business owner planning strategies available through Premier's platform.
• NationwidemajorChannel Partner/ Reseller/ DistributorInsurance carrier partner offering long term care and annuity products with extensive training and resource materials.
• Mutual of OmahamajorChannel Partner/ Reseller/ DistributorCarrier partner providing life insurance and long term care products with mobile quote tools and LTC cost calculators.
• John HancockmajorChannel Partner/ Reseller/ DistributorLife insurance carrier with IUL Academy training and advanced markets resources for Premier's agent network.
• Protective LifemajorChannel Partner/ Reseller/ DistributorLife insurance carrier with learning center resources available to Premier's distribution partners.
• PrudentialmajorChannel Partner/ Reseller/ DistributorInsurance carrier providing retirement and life insurance products with retirement derailer concepts for distribution.
• TransamericamajorChannel Partner/ Reseller/ DistributorCarrier partner offering life insurance and annuity products with agent resource center access.
• Genworth Life & AnnuitymajorChannel Partner/ Reseller/ DistributorLong term care insurance carrier partner available through Premier's distribution network.
• Jackson NationalmajorChannel Partner/ Reseller/ DistributorAnnuity carrier partner providing products through Premier's agent distribution network.
• OneAmericamajorChannel Partner/ Reseller/ DistributorInsurance carrier partner with asset-based LTC products and microsite resources for Premier's agents.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Integrity Marketing Group: Largest independent insurance brokerage general agency in the US. Operates an analogous BGA model, contracting agents and financial institutions across multiple product lines (life, annuities, Medicare, health) and aggregating multiple carrier relationships. Direct competitor for agent recruiting and bank-channel distribution.
• Insurance Marketing Coalition (IMC): Brokerage general agency network offering multi-carrier life, annuity, and LTC products to independent producers, with a focus on financial institutions and broker-dealer channels. Directly comparable distribution model and product breadth to Premier Financial.
• AnnuityAdvantage: Annuity-focused brokerage general agency contracting agents across multiple carriers, with emphasis on fixed and indexed annuities. Comparable carrier roster and product focus.
• Crump Life Insurance Services: Wholesale insurance brokerage distributing life insurance and annuities to independent advisors through carrier relationships. Comparable in technology-enabled distribution and product portfolio depth.
• Ash Brokerage: National BGA distributing life insurance, annuities, and long-term care through independent agents and financial institutions. Highly comparable in product mix (term, IUL, GUL, fixed annuities, LTC), use of iPipeline-equivalent technology, and concentration on the bank/IA channel.
• One Resource Group: Independent BGA offering life insurance, annuities, and LTC products through a multi-carrier contract structure. Comparable focus on the financial institution and producer distribution channels.
• National Western Financial: Insurance marketing organization distributing life, annuity, and LTC products through independent agents with a focus on bank-channel and broker-dealer relationships. Similar scale and geographic reach to Premier Financial.
• David Lindsey Companies: Independent BGA distributing life insurance and annuities through financial institutions and registered representatives. Operates in a similar distribution niche with multi-carrier contracts and bank-channel emphasis.
• CreativeOne: Independent marketing organization/BGA platform supporting independent advisors with multi-carrier product access, training, and practice management tools. Comparable model serving independent producers.

Broad incumbents

• AmeriLife Holdings: Large diversified insurance distribution platform with multiple BGA subsidiaries. Overlaps directly with Premier on life, annuity, and Medicare supplement distribution via financial institutions and independent agents, at meaningfully larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/PFILincoln
• Facebookfacebook.com/pages/Premier-Financial-Inc/142703022453412
• LinkedInlinkedin.com/company/premierfinancialinc

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 Premier Financial Inc R