Advantage Plus
Advantage Plus is a California-based, agent-owned insurance Field Marketing Organization licensed in all 50 states, supporting independent agents with multi-carrier contracting, training, lead generation, and a unified Broker Portal across Medicare, ACA, life, and ancillary product lines.
- Company typePrivate
- Founded2014
- HeadquartersChatsworth, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Advantage Plus does
Advantage Plus Insurance Agency, Inc. is a private, agent-owned Field Marketing Organization (FMO) headquartered in Chatsworth, California, and licensed to operate in all 50 U.S. states. The company recruits, contracts, trains, and supports independent insurance agents, giving them access to a multi-carrier portfolio spanning Medicare Advantage, Medicare Supplement, Medicare PDP (Part D), ACA/Under-65 health plans, life insurance, annuities, dental, vision, hearing, long-term care, critical illness, hospital indemnity, final expense, PACE programs, and other ancillary lines. Its CEO, Bobby Bakhshandeh, founded the firm in 2014 on an agent-owned and operated model, and the company operates additional offices in Irvine, San Diego, and Las Vegas.
The underlying technology stack is a web-based broker distribution platform rather than proprietary insurance software. Agents interact through the Advantage Plus Broker Portal (Broker Link), which aggregates third-party carrier tools: Spark Advisors for Medicare quoting and enrollment, iPipeline for life insurance quoting and enrollment, and the Covered California portal for ACA enrollment. The company also operates LeadStar Marketplace, a TCPA- and CMS-compliant self-serve lead acquisition platform with integrated CRM and real-time SMS notifications for Medicare and Final Expense products. Marketing and analytics are built on commodity tools (BlueHost email, Google Analytics, Google Ads, Facebook remarketing, Constant Contact). There is no evidence of AI/ML, proprietary models, or patented technology in the inputs.
Commercially, Advantage Plus earns commission-based revenue from insurance carriers when contracted agents sell policies; agents are compensated with 100% commission and 100% renewals, while the company takes a contracted override share of carrier commissions. The company also monetizes lead generation through LeadStar and via 50% lead co-op contributions from licensed agents, and it offers free Errors & Omissions (E&O) coverage to fully contracted agents as an economic incentive for retention. No external funding events, M&A activity, or public-market signals are present, and revenue is not publicly disclosed.
Advantage Plus firmographics
Firmographics- Name
- Advantage Plus
- Legal name
- Advantage Plus Insurance Agency, Inc.
- Website
- https://advantageplusins.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Advantage Plus is a California-based, agent-owned insurance Field Marketing Organization licensed in all 50 states, supporting independent agents with multi-carrier contracting, training, lead generation, and a unified Broker Portal across Medicare, ACA, life, and ancillary product lines.
- Ownership category
- akta.pro rank
Advantage Plus industry classification
Industry- Product category
- Insurance Distribution Services (FMO)
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH)
- akta.pro secondary industries
- Eligibility, Enrollment & Benefits Administration (HLAEALAH), Medigap Marketing, Lead Gen & Compliance (CMS/Do-Not-Call/TPMO) (HLAEADAE), Medigap Distribution & Brokerage (Captive/Independent/IMO/FMO) (HLAEADAD), Medicare Advantage HMOs (HMO/HMO-POS) (HLAEAMAH), Medicare Plan Administration & Third-Party Services (TPA/BPO, Enrollment, Billing) (FSAIAGAI)
Keywords
Where Advantage Plus is headquartered
LocationHeadquarters
- HQ city
- Chatsworth
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Advantage Plus business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Commission-based revenue from insurance carriers: Advantage Plus earns commissions from insurance carriers when agents sell policies. Agents receive 100% commission with 100% renewals, while Advantage Plus takes a share from carrier contracts. The company also generates revenue through lead co-op programs where agents contribute 50% of lead campaign costs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Agent contracting with commission-based compensation |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Advantage Plus product offering
Product offeringCore offering
Advantage Plus is a national Insurance Field Marketing Organization (FMO) that recruits, contracts, trains, and supports licensed insurance agents to sell Medicare, ACA, life, annuity, and ancillary products through 20+ carrier partners. The company provides agents with an online Broker Portal for quoting, enrollment, training, and certification, plus a TCPA/CMS-compliant LeadStar Marketplace for lead generation, while earning revenue via commission splits with carriers.
Product overview
Advantage Plus is a full-service national Insurance FMO (Field Marketing Organization) offering a comprehensive portfolio of insurance products and agent support services. The product ecosystem consists of multiple core insurance product lines (Medicare Advantage, Medicare Supplement, PDP, ACA Health Plans, Life Insurance, Annuities, Dental/Vision/Hearing, Long-Term Care, and ancillary products) complemented by technology platforms including the LeadStar Marketplace for lead generation and the Advantage Plus Agent Portal (Broker Link) for quoting, enrollment, training, and business management. The company provides these products through relationships with 20+ carrier partners including United Healthcare, Aetna, Humana, Anthem, Cigna, Molina, and Blue Shield, serving insurance agents across all 50 states.
Differentiator
Problem solved
Functional benefit
Brands
- LeadStar Marketplace: TCPA and CMS-compliant leads platform for Medicare, Final Expense and other products with Advantage Plus. A self-serve platform that allows agents to acquire new customers at scale with aggregated purchase power providing best possible lead prices.
Products and services
- Medicare Advantage Plans Medicare Advantage (including MAPD) plans offered through carrier partners such as UnitedHealthcare, Aetna, Anthem, Humana, Molina, SCAN, Alignment, Brand New Day, and Wellcare, distributed by Advantage Plus contracted agents.
- Medicare Supplement Plans Medicare Supplement insurance that works alongside Original Medicare to cover gaps in coverage, distributed through Advantage Plus contracted agents.
- Medicare PDP (Prescription Drug Plans) Standalone Medicare Part D prescription drug plans offered through Advantage Plus carrier partners for beneficiaries who want drug coverage alongside Original Medicare.
- ACA Health Plans Affordable Care Act health insurance plans for individuals, families, and small groups available through Covered California and other state exchanges, distributed by Advantage Plus contracted agents.
- Life Insurance Products Term life, traditional life, specialty life, and Medicare Supplement life products offered through Advantage Plus carrier partners and quoted/enrolled via the iPipeline-integrated Life Insurance Portal.
- Annuity Products Annuity insurance products for retirement savings and income planning, distributed by Advantage Plus contracted agents.
- Dental, Vision, and Hearing Plans Dental, vision (including VSP), and hearing insurance coverage plans offered through Advantage Plus carrier partners as standalone or supplement products.
- Long-Term Care and Critical Illness Insurance Long-term care insurance and critical illness coverage (lump-sum benefit on diagnosis of specified conditions) available through Advantage Plus carrier partners.
- Hospital Indemnity and Final Expense Insurance Hospital indemnity coverage (cash benefits for hospital stays) and final expense life insurance products designed to cover end-of-life costs, distributed by Advantage Plus agents.
- Group Health Insurance Products Comprehensive group health insurance plans for employers and organizations, distributed by Advantage Plus contracted agents.
- Advantage Plus Agent Portal (Broker Link) All-in-one online Broker Portal for Advantage Plus contracted insurance agents providing quote engines, enrollment forms, online contracting, training, certification access, commission information, and resource center capabilities across Medicare, life, and ACA lines from any device.
- LeadStar Marketplace TCPA and CMS-compliant self-serve lead generation platform for insurance agents to acquire Medicare and Final Expense customers at scale, with real-time exclusive data leads, integrated CRM, and two-way SMS notifications, leveraging aggregated purchasing power for best lead prices.
Quantifiable outcome
- One agency grew from 3 to 22 agents in one year using Advantage Plus systems
- +1 more outcomes
Companies that use Advantage Plus
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Advantage Plus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature2 records
Advantage Plus partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Spark AdvisorscoreCo-hosted AEP (Annual Election Period) kick-off events with carrier presentations, keynote speakers, and networking opportunities for agents. Strategic partnership for broker technology demos and training programs.
- UnitedHealthcarecoreMajor insurance carrier partner for Medicare Advantage, Medicare Supplement, and PDP products available through Advantage Plus agents.
- Aetna (CVS Health)coreInsurance carrier partner offering MAPD and SilverScript PDP products through Advantage Plus agent network.
- HumanacoreMedicare Advantage and related products offered through Advantage Plus contracted agents.
- AnthemcoreHealth insurance carrier providing Medicare and individual health products through Advantage Plus.
- Cigna HealthSpringcoreMedicare Advantage plans offered through Advantage Plus agent distribution.
- Molina HealthcarecoreMedicaid and Medicare managed care plans available through Advantage Plus agents in multiple states.
- Oscar HealthminorIndividual and small group health insurance plans offered through Covered California and direct markets.
- Blue Cross Blue Shield (BCBS)coreMultiple BCBS plans including BCBS of TX, OK, NM, and Kansas City available through Advantage Plus agents.
- SCAN Health PlanminorMedicare Advantage plan provider serving seniors in California.
- WellcareminorMedicare Advantage and prescription drug plans available through Centene subsidiary.
- VSP (Vision Service Plan)minorVision insurance products offered through Advantage Plus agent network.
- WalgreensminorRetail pharmacy partner for community marketing programs and lead generation events.
- CVS HealthminorRetail pharmacy partner for community marketing and senior wellness events.
- WalmartminorRetail partner for community marketing programs reaching Medicare-eligible consumers.
- LA Care Health PlanminorLocal health plan partner for Covered California products in Los Angeles County.
- LeadStar MarketplacecoreTCPA and CMS-compliant lead generation platform integrated with Advantage Plus agent tools, providing real-time exclusive leads, CRM functionality, and self-serve campaign management for Medicare and Final Expense products.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Advantage Plus competitors and assessment
Company assessmentBroad incumbents
- eHealth: Public health insurance marketplace with Medicare, ACA, and ancillary product offerings. Comparable in product portfolio and carrier access, but operates primarily through a digital/online channel rather than independent FMO agent contracting.
- Integrity Marketing Group: Large scaled insurance distribution platform owning multiple FMOs/IMOs and serving carriers across life, health, and Medicare. Comparable in carrier access and agent services but significantly larger and private-equity backed, representing the scaled incumbent in the FMO space.
- AmeriLife: National insurance distribution organization operating a portfolio of FMOs and serving agents across Medicare, life, and annuity markets. Comparable in product breadth and agent-recruitment model, but at much larger scale with private equity backing.
Direct peers
- HealthPlanOne: Insurance distribution company focused on Medicare and individual health products distributed through agent and call center channels. Comparable in carrier access and product mix but with a heavier call-center orientation.
- GoHealth: Public Medicare-focused insurance marketplace using a tech-enabled agent model. Comparable in Medicare distribution and carrier breadth, with substantially more capital and brand recognition.
- Ritter Insurance Marketing: One of the largest independent FMOs in the US, focused on Medicare, ACA, and ancillary products distributed through a national agent network. Closely comparable to Advantage Plus in carrier breadth, agent support model, and lead generation programs.
- SelectQuote: Public direct-to-consumer Medicare distribution platform with an agent call center model. Comparable in Medicare product focus and carrier relationships, but operates via consumer-initiated demand rather than independent agent contracting.
- National Western Group: Independent marketing organization providing Medicare, life, and annuity products through agents. Comparable in agent-support services and multi-carrier platform approach.
- Senior Market Sales: Independent FMO specializing in Medicare Supplement, Medicare Advantage, and ancillary products for senior market agents. Closely comparable in product focus, agent economics, and carrier relationships.
- Connected Insurance: FMO serving independent agents with Medicare, life, and ancillary products across multiple carriers. Comparable in agent-support services and multi-state FMO model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Advantage Plus social profiles
Digital presenceAdvantage Plus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advantage Plus leadership team
Management profileNumber of profiles
Profiles1 record
Advantage Plus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advantage Plus 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 Advantage Plus
What does Advantage Plus do?
Advantage Plus is a national Insurance Field Marketing Organization (FMO) that recruits, contracts, trains, and supports licensed insurance agents to sell Medicare, ACA, life, annuity, and ancillary products through 20+ carrier partners. The company provides agents with an online Broker Portal for quoting, enrollment, training, and certification, plus a TCPA/CMS-compliant LeadStar Marketplace for lead generation, while earning revenue via commission splits with carriers.
Is Advantage Plus a public or private company?
Advantage Plus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Advantage Plus founded?
Advantage Plus was founded in 2014. It employs 101 to 250 people.
Where is Advantage Plus based?
Advantage Plus is headquartered in Chatsworth, United States, in the North America region.
How does Advantage Plus make money?
One revenue line is on record: commission-based revenue from insurance carriers.
Who are Advantage Plus's main competitors?
Broad incumbents on record are eHealth, Integrity Marketing Group and AmeriLife. Direct peers are HealthPlanOne, GoHealth, Ritter Insurance Marketing, SelectQuote, National Western Group, Senior Market Sales and Connected Insurance.
Does Advantage Plus have an API?
No public API is recorded for Advantage Plus.
What industry is Advantage Plus in?
Advantage Plus's product category is Insurance Distribution Services (FMO). Its primary akta.pro industry code is FSAIAGAH, Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs), with a secondary code of HLAEALAH, Eligibility, Enrollment & Benefits Administration. Its NAICS code is 5242 and its SIC code is 6411.