One Life America

What One Life America does

One Life America is an insurance company providing financial and financial security services, founded in 1984 and headquartered in Blue Springs, United States, with 101-250 employees. The company's distribution operations are executed through Heartland Financial Group (HFG), a national insurance marketing organization (IMO) based in Kansas City that contracts with independent insurance agents and agency owners nationwide, regardless of their product focus, geography, or client demographic. HFG aggregates 41+ active contracts across 21+ insurance carriers and serves agents in 47+ markets, providing access to Medicare Advantage and Supplement products, Term/Whole/Universal/Final Expense Life Insurance, and Fixed/Indexed/Immediate Annuities.

The core technology stack comprises ReaganAI (an AI-powered platform for client management and insurance quoting), IntegrityCONNECT (a carrier-relationship and compliance platform), a dedicated lead generation service, an online Agent Resource Center, and the upcoming University Campus training platform launching in 2026. The architecture is multi-tenant agent-facing rather than consumer-facing; the company does not sell directly to end consumers but equips producers with carrier appointments, lead flow, compliance tooling, and structured training. Brand sub-products include ReaganAI, IntegrityCONNECT, and Heartland University.

HFG generates revenue through transaction-fee insurance marketing commissions paid by carriers on policies placed through its contracted agent network. Its go-to-market is channel-partner-led with a sales-led enterprise field motion: dedicated agent support (helpdesk, contracting, lead solutions) and recurring training/incentive programs (leaderboards, recognition trips) drive agent acquisition and retention. The company maintains a strategic partnership with Integrity (CEO Bryan Adams publicly endorsing HFG's retirement-preparation mission) and routes its privacy/terms to integrity.com, suggesting a closer affiliated relationship than a purely arms-length distribution agreement. The firm has no disclosed revenue, pricing structure, funding history, or cap table information in the public source data.

Name

One Life America

Legal name

Heartland Financial Group

Website

https://onelifeamerica.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

One Life America is a US insurance company founded in 1984, delivering financial and financial security services through its Heartland Financial Group distribution arm. Heartland Financial Group is a national insurance marketing organization that equips contracted independent agents with multi-carrier access (21+ carriers across Medicare, Life, and Annuities), AI-assisted quoting (ReaganAI), carrier-platform connectivity (IntegrityCONNECT), lead generation, and training.

Ownership category

akta.pro rank

Headquarters

HQ city

Blue Springs

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. Insurance Marketing Commissions: As a national insurance marketing organization (IMO), Heartland Financial Group generates revenue through commissions from insurance carriers for policies sold through their contracted agent network. The company partners with multiple carriers across Medicare, Life Insurance, and Annuities products.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Heartland Financial Group is a national insurance marketing organization that contracts with 21+ insurance carriers to distribute Medicare Advantage and Supplement, Term/Whole/Universal Life and Final Expense Life Insurance, and Fixed/Indexed/Immediate Annuity products through a network of contracted insurance agents. It equips those agents with proprietary technology (ReaganAI quoting and CRM platform, IntegrityCONNECT carrier platform), lead generation services, compliance tools, and structured training (Reagan Training, University Campus) to support multi-product line distribution.

Product overview

Heartland Financial Group is a premier partner-focused national insurance marketing organization that operates as a multi-product platform. The core offerings include ReaganAI (AI-powered client management and quoting tool), IntegrityCONNECT (carrier and resource platform), and a comprehensive suite of insurance products including Medicare & Health, Life Insurance (Term, Whole, Universal, Final Expense), and Annuities (Fixed, Indexed, Immediate). The company also provides leads services and a training platform (University Campus launching 2026) to support insurance agents across multiple product lines.

Differentiator

Problem solved

Functional benefit

Brands

• ReaganAI: AI-powered platform for client management and quoting designed to support agent workflow and productivity.
• IntegrityCONNECT
• Heartland University

Products and services

• ReaganAI

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• IntegritycoreStrategic or Co-development PartnerIntegrity is a strategic partner of Heartland Financial Group. Bryan Adams, CEO of Integrity, stated that HFG's mission of supporting and helping Americans prepare for retirement aligns perfectly with Integrity's values. The partnership provides agents with access to Integrity's insurance products and mission-aligned distribution opportunities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Senior Market Sales: Independent IMO focused on the senior market (Medicare, life, annuities, final expense), supporting agents nationwide with multi-carrier access, training, and lead programs. Closely matches Heartland's horizontal segmentation approach and agent-services platform model.
• GoHealth: Medicare Advantage and Medicare Supplement distributor operating through a large agent network and call centers. Compares on product mix and customer (Medicare-eligible consumers) though heavily retail/DTC at the consumer side.
• Ash Brokerage: Independent life insurance FMO with strong product breadth, contracting, and back-office technology for producers. Directly comparable on multi-carrier access and agent-support infrastructure, though skews more life/disability than Medicare.
• SelectQuote: Publicly held distribution platform for Medicare, life, and other personal insurance products sold via inside-sales and agent networks. Comparable product/customer overlap (Medicare and life/annuity buyers) though SelectQuote uses direct consumer contact centers alongside agent channels.
• Ritter Insurance Marketing: One of the largest independent FMOs in the US, distributing Medicare Advantage, Medicare Supplement, life, and annuity products through contracted agents. Directly comparable in product mix, GTM model (channel partners/agents), and target customer (insurance agents/agencies).
• CreativeOne: Independent insurance distribution/IMO platform offering multi-carrier contracting, marketing resources, and technology tools to contracted agents. Direct peer on the IMO/agent-services positioning and product breadth.
• American Senior Benefits: Independent IMO focused on Medicare, life, and annuity distribution through a recruited agent network with training and contracting support. Direct comparable on senior-market focus and agent-led distribution.

Broad incumbents

• Integrity Marketing Group: Large national insurance distribution platform with FMOs,IMOs, and carrier relationships across life, health, and annuity products. Already referenced as a strategic partner; broader portfolio overlaps directly with HFG, but Integrity operates at significantly greater scale and breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hfgagents
• LinkedInlinkedin.com/company/heartlandfinancialgroup
• Instagraminstagram.com/hfgagent
• Xx.com/onelifeamerica

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 One Life America