Kelly Benefit Strategies

What Kelly Benefit Strategies does

Kelly Benefit Strategies operates as a brand under Kelly & Associates Insurance Group, Inc., a Maryland-domiciled, privately held insurance broker and consulting firm founded in 1976 and headquartered in Sparks, Maryland. The company provides comprehensive employee benefits administration, broker and consulting services, payroll solutions, and related HR technology tools to employers of all sizes, individual consumers, and insurance brokers across the United States. Its service portfolio spans benefits administration and consulting, payroll processing, pharmacy benefit management, individual insurance (medical, dental, vision, Medicare), workers' compensation (pay-as-you-go), and compliance support.

The company's core technology is the proprietary KTBSonline platform, which integrates benefits administration, employee self-service, mobile access, and broker client management into a single system. This platform is supplemented by a UKG-powered payroll offering (Premier Plan, Powered by UKG) that adds HR, payroll, performance, and time-and-attendance capabilities, and by additional modules covering applicant tracking, onboarding, insights and reporting, and regulatory compliance (ERISA, ACA, state-specific). The product surface is organized under four sub-brands — Kelly Benefits Advantage (administration and technology), Kelly Benefits Strategies (consulting), Kelly Benefits Payroll, and Kelly Benefits Advisory — unified under a "Total Benefits Solution" platform positioning.

Revenue is generated through four primary streams: subscription/recurring fees (per-employee-per-month) for benefits administration and payroll processing, professional services fees and carrier commissions from benefits consulting and brokerage engagements, and affiliate/referral fees from pharmacy benefit management partnerships. Go-to-market is sales-led, combining direct field sales to enterprise employers, inside sales to mid-market and SMB accounts, and a broker partner channel that distributes Kelly Benefits solutions to brokers' end clients, supported by the KTBSonline broker-facing portal.

Name

Kelly Benefit Strategies

Legal name

Kelly & Associates Insurance Group, Inc.

Website

https://kellybenefitsstrategies.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

251–500 employees

Short description

Kelly Benefit Strategies is a private US insurance broker and consulting firm providing benefits administration, payroll, and HR technology solutions to employers, brokers, and individuals via its proprietary KTBSonline platform and UKG-powered payroll offering.

Ownership category

akta.pro rank

Product category

Employee Benefits Administration and Payroll Solutions

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Payroll Services (541214)

SIC

Insurance Agents, Brokers & Service (6411), Services-Management Consulting Services (8742)

akta.pro primary industry

Employee Benefits Brokerage & Consulting (FSAEADAC)

akta.pro secondary industries

Benefits Administration & Enrollment Support (BPAAAIAB), Benefits Administration (BPACAPAC), Benefits Administration & Total Rewards Outsourcing (BPACAKAE)

Keywords

• Benefits administration services
• Payroll processing solutions
• Employee benefits consulting
• Insurance brokerage services
• HR technology platform

Headquarters

HQ city

Sparks Glencoe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Benefits Administration & Technology Services: Subscription-based fees for access to the KTBSonline platform and benefits administration services. Recurring revenue model based on per-employee-per-month (PEPM) pricing typical in the industry.
2. Payroll Solutions: Subscription or per-transaction fees for payroll processing services, including time and attendance, HRIS integration, and compliance services.
3. Benefits Consulting & Broker Services: Professional service fees and commissions from consulting engagements and placement of insurance products with carrier partners.
4. Pharmacy Benefit Management: Commissions and fees from pharmacy benefit management solutions partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Kelly Benefit Strategies is a benefits consulting and brokerage firm that designs, administers, and manages employee benefits programs for employers, brokers, and individuals. It delivers integrated benefits administration, payroll processing, HR, and compliance consulting services, bundled and supported through its proprietary KTBSonline technology platform and partnerships with leading insurance carriers.

Product overview

Kelly Benefits operates as a multi-brand platform offering comprehensive benefits administration and payroll solutions. The core offering is built around the proprietary KTBSonline technology platform, supplemented by three main sub-brands: Kelly Benefits Advantage (administration and technology), Kelly Benefits Strategies (consulting services), and Kelly Benefits Payroll (payroll solutions), all unified under the Total Benefits Solution platform. The portfolio includes modules for applicant tracking, benefits administration, time and attendance, regulatory compliance, and individual insurance products, with a Premier Plan option powered by UKG for enhanced payroll capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Kelly Benefits Advantage: Benefits administration and technology solutions for employers, employees, and brokers.
• Kelly Benefits Strategies
• Kelly Benefits Payroll
• Kelly Benefits Advisory
• KTBSonline

Products and services

• KTBSonline Proprietary technology platform providing employee benefits management, client management, and mobile access for employers, employees, individuals, and brokers to manage their benefits and payroll information.
• Kelly Benefits Advantage Benefits administration and technology solutions offering employer, employee, and broker solutions tools, powered by the KTBSonline platform.
• Kelly Benefits Payroll Payroll solutions including traditional payroll processing, HR solutions, time and attendance, compliance services, and the UKG-powered Premier Plan payroll option.
• Kelly Benefits Strategies Benefits consulting offering strategic planning, compliance strategy, employee benefits consulting, communication and employee engagement, and forecasting/planning services.
• Kelly Benefits Advisory Advisory services brand providing additional consulting and strategic guidance for businesses evaluating benefits, HR, and workforce solutions.
• Total Benefits Solution Integrated platform combining Kelly Benefits' administration, technology, payroll, and consulting capabilities into a unified offering for employers, providing benefits expertise, administration, and technology from one accountable source.
• Premier Plan, Powered by UKG Payroll solution powered by UKG technology, providing integrated HR, Payroll, and Performance modules with time and attendance capabilities, delivered through the KTBSonline platform.
• Individual Insurance Insurance advisory and product offerings for individuals, covering medical, dental, vision, and Medicare coverage options with access to highly regarded insurance carrier partners.
• Pharmacy Benefit Management Solutions Consulting and management services for prescription drug benefits within employer-sponsored health plans, delivered through partnerships with pharmacy benefit management providers.

Quantifiable outcome

• HR inefficiencies in small- to medium-sized businesses can create more than $250,000 in unnecessary costs annually

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• UKGcoreTechnology or IntegrationKelly Benefits offers Premier Plan, powered by UKG, providing integrated payroll and HR technology solutions. This partnership delivers UKG's workforce management capabilities to Kelly Benefits clients with seamless integration into the KTBSonline platform.
• Industry-leading Carriers and VendorscoreOthersKelly Benefits partners with industry-leading insurance carriers and third-party vendors to provide comprehensive benefits, HR solutions, and pharmacy benefit management to their employer clients. Through these partnerships, brokers and their clients gain access to customized HR solutions and highly regarded insurer options.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ADP (Automatic Data Processing): Largest U.S. payroll/HR/HCM provider with bundled benefits administration and a partner broker ecosystem. Overlaps with Kelly Benefits across payroll, benefits admin, and HR solutions, especially in mid-market.
• UKG (Ultimate Kronos Group): Workforce management and HCM vendor whose technology Kelly Benefits resells via Premier Plan. Simultaneously a critical partner and a competitor offering overlapping payroll, HR, and benefits capabilities.
• Paychex: Payroll, HR, and benefits services provider focused heavily on SMB and mid-market — directly comparable customer base and product mix to Kelly Benefits' payroll + benefits admin bundle.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with significant employee benefits consulting and administration capabilities; overlaps Kelly Benefits' broker/consulting business at the upper end of the market.
• Marsh McLennan (Mercer): Global consulting leader in health, wealth, and career, with Mercer benefits administration and brokerage services — comparable to Kelly Benefits' consulting and brokerage practice at enterprise scale.

Direct peers

• Paylocity: Cloud-based HCM platform with payroll, benefits administration, and employee experience tools targeting mid-market employers — competes head-to-head with Kelly Benefits' Total Benefits Solution.
• Businessolver: Benefits administration technology platform serving employers with online enrollment, decision support, and integrated benefits management — a direct competitor in the same benefits administration/technology niche Kelly Benefits serves.
• Benefitfocus (a Voya Financial company): Benefits administration software and marketplace for employers and carriers, now part of Voya. Competes directly with Kelly Benefits' benefits administration and consulting offerings for mid-market and large employers.
• OneSource Virtual: Provider of HR, benefits, and payroll outsourcing services built around Workday — a direct HRO/benefits administration peer competing for similar mid-market and enterprise employer accounts.

Emerging players

• WEX Health: Benefits administration platform focused on consumer-directed healthcare (HSA, FSA, HRA, COBRA) — adjacent peer overlapping Kelly Benefits' benefits administration and individual insurance offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/KellyAndAssociatesInsuranceGroup
• LinkedInlinkedin.com/company/kellybenefits

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 Kelly Benefit Strategies