Elder Life Group

What Elder Life Group does

Elder Life Group, LLC is a Wisconsin-based national insurance marketing organization (IMO) that distributes a portfolio of specialized financial products designed to protect seniors from the high costs of aging. The company's core products include a Medicaid-Exempt Funeral Trust (an irrevocable trust on a single-premium whole life chassis that protects funeral funds from creditors and nursing homes, exempt from Medicaid asset calculations, and pays funeral homes within 24-48 hours of claim), an Estate Planning Insurance Trust (a single-premium life insurance trust protecting up to $100,000 per individual with no underwriting required, fundable up to age 99), short-term annuities (MYGA 2-5 year, Medicaid-Compliant 3-60+ month, and Fixed Index), Long-Term Care Insurance, Medicaid Spend-Down strategies, and comprehensive Estate Planning services. There is no proprietary technology platform; the company's differentiation rests on domain expertise in Medicaid-compliant and creditor-protected financial structures that can be established without attorney involvement.

The company does not sell directly to consumers. Instead, it operates through a nationwide channel of licensed independent insurance agents, financial advisors, and brokers, supported by weekly product webinars, community seminars, and a branded podcast (Elder Life Radio). Revenue is generated primarily through commissions from insurance company partners that serve as trustees of master irrevocable funeral trusts and as underwriters of annuity and LTC products, with additional revenue from agent-support services. Customers are end seniors and their families seeking protection from long-term care costs, final expenses, and Medicaid asset exposure.

Founded in 2016 under new ownership and headquartered at 101 S. Main Street Suite 200, Janesville, Wisconsin, Elder Life Group rebranded from predecessor Delco Estate Planning and subsequently acquired that entity in 2019. The company is founder-controlled by Scott A. Moan, LUTCF (Founder and Managing Director), with leadership including Heather Gonska as VP of Business Development. Geographic reach is nationwide except for Michigan and New York, where the Funeral Trust is not available. The firm currently shows 1-10 employees per firmographic data, operates as a private LLC, and has no disclosed external funding, parent company, or subsidiaries.

Name

Elder Life Group

Legal name

Elder Life Group, LLC

Website

https://elderlifegroup.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Elder Life Group is a Wisconsin-based national insurance marketing organization that distributes Medicaid-exempt funeral trusts, estate planning insurance trusts, annuities, and long-term care products to seniors through a nationwide network of independent insurance agents and financial advisors. Founded in 2016 and operating across the U.S. excluding Michigan and New York.

Ownership category

akta.pro rank

Product category

Senior Asset Protection and Insurance Trust Distribution

NAICS

Services for the Elderly and Persons with Disabilities (624120), Trusts, Estates, and Agency Accounts (52592)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

akta.pro secondary industries

Survivorship / Second-to-Die Life Insurance (FSAIABAE), Chronic Care & Complex Care Management (HSABAIAD)

Keywords

• Insurance trust distribution
• Funeral expense planning
• Long-term care insurance
• Estate planning trusts
• Senior asset protection

Headquarters

HQ city

Janesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Product Distribution: Elder Life Group generates revenue by distributing insurance and financial products (funeral trusts, annuities, long-term care insurance, estate trusts) through a network of independent insurance agents and advisors. The company earns commissions or fees from insurance company partners for products placed.
2. Agent Support Services: Provides tools, training, webinars, and product support to independent agents who sell the company's curated portfolio of protection-first financial solutions. Revenue is generated through the distribution of insurance products to end consumers.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Elder Life Group is a national insurance marketing organization that distributes a curated portfolio of protection-first financial products to U.S. seniors through a nationwide network of independent insurance agents, financial advisors, brokers, and elder law attorney partners. Its core offerings are Medicaid-exempt Funeral Expense Trusts, Estate Planning Insurance Trusts, Long-Term Care Insurance, Annuities (MYGA, Medicaid-Compliant, and Fixed Index), Medicaid Spend-Down strategies, and coordinated Estate Planning services. Products are placed through licensed agents, with revenue earned via commissions and fees from partner insurance carriers.

Product overview

Elder Life Group operates as a national insurance marketing organization offering a portfolio of specialized financial products designed to protect seniors from the high costs of aging. The core product suite centers on Funeral Expense Trusts (irrevocable, Medicaid-exempt trusts that pay funeral homes directly), Estate Planning Insurance Trusts (single premium life insurance-based trusts protecting up to $100,000), Long-Term Care Insurance, and Annuities (including MYGA, Medicaid Compliant, and Fixed Index options). Additional offerings include Medicaid Spend-Down strategies and comprehensive Estate Planning services. All products are distributed through a nationwide network of independent insurance agents and financial advisors, with no products requiring attorney involvement for setup. The company originated from Delco Estate Planning (acquired in 2019), rebranded under new ownership in 2016, and has over 20 years of experience in the funeral and estate planning trust market.

Differentiator

Problem solved

Functional benefit

Products and services

• Funeral Expense Trust An irrevocable Medicaid-Exempt Funeral Trust built on a single-premium whole life insurance chassis that safeguards seniors' final-expense funds in a creditor-protected structure and pays funeral homes directly within 24–48 hours of claim, with no attorney required, established in approximately 5 minutes by a licensed insurance agent. Funds are exempt from Medicaid asset calculations, not subject to probate, and unavailable in Michigan or New York.
• Long-Term Care Insurance Personalized long-term care insurance plans designed to create funds for age-related long-term care risks, giving seniors flexibility over how, when, and where they receive care. Offered through trusted insurance company partners with flexible payment options and no medical exam required.
• Annuities A range of annuity solutions including Multi-Year Guaranteed Annuities (MYGA, 2–5 year lock-in), Medicaid-Compliant Annuities (3 to 60+ month options), and Fixed Index Annuities, providing guaranteed above-average interest, market-loss protection, and income supplementation for retirement and estate planning. Available for individual, trust, business, and charity ownership.
• Estate Planning Insurance Trust A single-premium life insurance-based trust that provides liquidity for heirs via tax-free death benefits within 24–48 hours of passing, protecting up to $100,000 from creditors, nursing homes, and financial threats without requiring an attorney. Fundable from $2,500 to $100,000 per individual, up to age 99, with no health questions or underwriting. Becomes exempt from Medicaid after the five-year look-back period.
• Medicaid Spend-Down A service that applies asset-exemption strategies — including funeral trusts for immediate family members, Medicaid-compliant annuities, and IRAs — to accelerate Medicaid eligibility and reduce countable assets faster within Medicaid rules for families facing long-term care costs or nursing home placement.
• Estate Planning Comprehensive estate planning assistance that integrates trusts, life insurance, and annuities with legal and financial goals, coordinating with estate-planning and elder law attorneys to deliver asset protection and generational wealth transfer strategies designed around the Medicaid five-year look-back period.

Quantifiable outcome

• Funeral funds paid to funeral home within 24-48 hours of claim
• +5 more outcomes

Named customers4 records

Segments4 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

Seven partnerships are on record, tiered core, secondary and minor.

• Insurance Company PartnerscoreStrategic or Co-development PartnerElder Life Group works with trusted insurance company partners to deliver annuity products and long-term care strategies. Insurance companies serve as trustees of master irrevocable trusts for funeral trusts and provide guaranteed interest rates on annuity products.
• Delco Estate PlanningcoreOthersAcquired Delco Estate Planning in 2019. Delco was instrumental in developing the Medicaid Exempt Funeral Trust concept and protected hundreds of millions of dollars from creditors in its first 10 years. The acquisition strengthened Elder Life Group's product portfolio.
• Elder Advisors LawcoreStrategic or Co-development PartnerElder law firm partnership for joint radio show (Elder Life Radio) and collaborative client service. Attorney Douglas Ley co-hosts the show discussing pre-planning and crisis planning topics with Founder Scott Moan.
• Local Elder Law AttorneyssecondaryChannel Partner/ Reseller/ DistributorNetwork of local elder law attorneys who refer clients to Elder Life Group for financial planning services. Attorneys recommend Elder Life Group after completing estate planning documents for clients.
• Guardians, POAs, Placement Facilities, Elder Law Attorneys NetworksecondaryStrategic or Co-development PartnerElder Life Group partners with a network of providers including guardians, powers of attorney, placement facilities, and elder law attorneys to help clients access specialized services. These partners assist clients who may lack capacity to sign for their own policies.
• GenworthminorOthersThird-party data provider for long-term care cost statistics. Elder Life Group cites Genworth 2021 data on nursing home costs ($108,405 annual median) and in-home care costs to educate prospects.
• National Funeral Directors Association (NFDA)minorOthersIndustry association referenced for statistics on funeral planning. NFDA 2017 study found 62.5% of U.S. consumers believe it's important to communicate funeral plans, but only 21.4% have done so.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AssetProtectionExperts
• LinkedInlinkedin.com/company/elder-life-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Elder Life Group