Benefit Marketing Solutions

What Benefit Marketing Solutions does

Benefit Marketing Solutions (BMS) is a B2B2C membership program provider that designs, administers, and distributes customized benefit packages to retail, rent-to-own, financial services, and employer clients, whose end customers then access the benefits. The company is self-described as the largest provider of customized programs in the specialty rent-to-own market and serves over one million customers across the United States, Canada, and Puerto Rico via thousands of brick-and-mortar outlets as well as online and third-party marketer channels. Programs span protection products (accidental death & dismemberment insurance, extended service plans, involuntary unemployment and lease cancellation waivers), discount medical and wellness services (physician, dental, vision, pharmacy, chiropractic, telemedicine, counseling, 24-hour nurse helpline), food and entertainment discounts, and automotive/roadside benefits.

Underlying the offering is an in-house administrative technology stack consisting of real-time enrollment and billing functionality, direct inbound eligibility processing with file edits and acceptance, and direct outbound file transfers to network providers, supported by customer-facing claims status access and a three-day average claims processing cycle. Revenue is generated through recurring membership program fees paid by business clients; pricing is customized per client and not publicly disclosed. BMS has operated continuously since 1988 (incorporating a 2002 founding entity, a 2007 merger with Alliance Healthcard, a 2009 merger with Access Plans, and a 2012 acquisition by Aon plc), and now operates as a wholly-owned subsidiary within Aon's affinity/membership program business alongside the Aon Benefit Solutions brand.

Name

Benefit Marketing Solutions

Legal name

Benefit Marketing Solutions

Website

https://benefitmarketingsolutions.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

Benefit Marketing Solutions designs and administers customized membership benefit programs — including protection, discount medical, wellness, and consumer savings offerings — primarily for rent-to-own, retail, financial, and employer clients, serving over one million customers across the U.S., Canada, and Puerto Rico as a subsidiary of Aon plc.

Ownership category

akta.pro rank

Product category

Membership Program Services

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Services-Miscellaneous Business Services (7380), Services-Membership Organizations (8600)

akta.pro industry

PRIMARYBPAAAIAB

Benefits Administration & Enrollment Support

Business & Public Services/Administrative & Support Services (BPO, Call Centers, Back Office)/HR Operations Outsourcing (Onboarding, Benefits, HR Admin)

SECONDARYBPACAKAE

Benefits Administration & Total Rewards Outsourcing

Business & Public Services/HR, Staffing & Recruitment Services/HR Outsourcing (HRO) & Shared Services

SECONDARYBPAFAMAE

Loyalty, Rewards & Incentive Programs

Business & Public Services/Marketing, Advertising & PR Services/Promotional Products & Sales Promotion Services

Keywords

• Membership program services
• Rent-to-own benefits
• Affinity marketing programs
• Customer benefit packages
• Retail loyalty programs

GTM type

B2B

Offering type

Services

Revenue model

1. Membership Program Fees: BMS provides customized membership programs to client companies (retailers, rent-to-own operators, employers). Revenue is generated through program fees charged to business clients who then offer these membership benefits to their customers.

Distribution channels4 records

Marketing channels1 record

Core offering

Benefit Marketing Solutions designs, markets, and administers membership-based benefit programs on behalf of retail, rent-to-own, financial services, and employer clients. The company bundles third-party discounts, services, and product offers into turnkey membership packages that participating businesses can offer to their own customers or employees.

Product overview

Benefit Marketing Solutions operates as a membership program provider with three primary channels: Rent-to-Own Programs (the largest provider in the specialty rent-to-own market), Retail Programs (enhancing retail customer experience and revenues), and Employee Programs (increasing productivity and improving retention). The company delivers comprehensive, customizable benefit packages across eight product categories: Protection Products (insurance and waivers), Discount Medical Products (healthcare services and products), Wellness Services, Legal & Financial Consultations (telemedicine, legal, financial), Food & Entertainment Discount Programs, and Automotive Programs and Discounts. All offerings are implemented through real-time enrollment and billing systems with direct file transfers to network providers, offered across the United States, Canada, and Puerto Rico.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Three-day average claim processing
• +3 more outcomes

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Aon plc (AON-NYSE)coreOthers · 1 January 2012In 2012, Aon Plc (NYSE:AON) acquired Access Plans, the parent company of Benefit Marketing Solutions. BMS continues to operate as part of Aon's affinity/membership program business, benefiting from Aon's global resources and scale while maintaining its specialized focus on rent-to-own and retail membership programs. Aon is a leading global professional services firm providing risk, retirement, and health solutions with 50,000 colleagues in 120 countries.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• ADP: ADP's TotalPay, RUN/Workforce Now, and benefits-administration modules compete for the same HR/benefits outsourcing wallet that BMS's Employee Programs target, while also providing scale BMS lacks as a smaller player.
• Assurant: Assurant offers specialty protection products and group benefits through affinity and employer channels worldwide. Its lifestyle protection and Connected Living segments overlap directly with BMS's protection/warranty products and group benefits administration.
• Allstate Benefits: Allstate Benefits sells voluntary and group insurance and discount programs through employer and affinity channels, directly overlapping with BMS's Employee Programs and protection/wellness bundles.
• Aon plc: Aon is BMS's publicly traded parent and, more broadly, the world's largest insurance brokerage and benefits consultant; sister units (Aon Affinity, Aon Benefit Solutions) sell into the same membership/affinity and group benefits space BMS operates in.
• MetLife: MetLife's Group Benefits and voluntary/worksite benefits distribution reaches employer and affinity accounts with protection products conceptually similar to BMS's AD&D and waiver offerings, though at significantly larger scale.

Direct peers

• WageWorks (now HealthEquity): HealthEquity (post-WageWorks integration) administers consumer-directed benefit programs such as FSAs/HRAs and worksite benefits via employer channels — a comparable third-party-administration benefits model, especially for BMS's employee benefits book.
• Purchasing Power: Purchasing Power offers employer-paid purchase programs and consumer discounts through payroll deduction and affinity channels — a structurally similar B2B2C membership/discount model with overlap in financial-services and employer segments.
• Sedgwick: Sedgwick is a leading third-party administrator (TPA) handling claims administration, benefits, and absence management for insurers and employers, mirroring the operational chassis that BMS runs internally for its membership and protection products.
• Asurion: Asurion is the largest U.S. provider of product protection plans and connected-life support services, sold through retailers and mobile carriers in a B2B2C affinity model closely parallel to BMS's protection products and bundled membership structure.

Emerging players

• Sedgwick CMS / Broadspire: Broadspire (a Sedgwick brand) and similar TPA-adjacent claims administration providers offer specialized TPA services to insurance carriers, overlapping with BMS's claims processing and eligibility infrastructure on a smaller, more focused footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/benefitmarketingsolutions

Revenue estimate

Valuation estimate

Number of profiles

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 Benefit Marketing Solutions