Greenhaven Marketing

What Greenhaven Marketing does

Greenhaven Marketing is a privately held insurance general agency founded in April 1977 and headquartered in Plymouth, Minnesota, that distributes health, life, long-term care, annuity, disability, and final expense insurance products on behalf of more than 22 carriers (including Aetna, Blue Cross Blue Shield, Cigna, Humana, Mutual of Omaha, UnitedHealthCare, and Brighthouse Financial). It operates a two-sided distribution model: a bank channel serving over 200 Minnesota community banks with bank-specific products such as Bank Owned Life Insurance, Credit Life, Key Person Insurance, and HSA/HRA plans, and an independent agent channel spanning Minnesota, Wisconsin, Iowa, North Dakota, and South Dakota. Customers include community banks, independent insurance agents, employer groups, and individuals, with product lines spanning individual and group health, Medicare Supplement/Advantage/Cost/Part D, traditional and rider-based long-term care, term/whole/universal life, immediate/deferred/fixed/indexed annuities, dental, and disability coverage.

The company does not underwrite its own policies; instead it holds General Agency contracts and provides underwriting services from application to policy delivery, claim assistance, agent licensing support, joint sales calls, continuing education seminars, and carrier interface services. Supporting infrastructure includes a proprietary Agent Portal, a separate Blue Cross Blue Shield Agent Portal, compliance tooling through Integrity's MedicareCENTER platform for CMS marketing rule adherence, and HSA/HRA administration through Further. A small leadership team of four (Chairman/Founder Gerald "Jerry" Dock, COO Cathy Stoffel, Insurance Representative Vern Senger since 2002, and Customer Service Representative Michele Grimes) oversees operations with an overall headcount of 11-50 employees.

Revenue is generated primarily through carrier commissions on sold policies plus subscription-style agent affiliation fees for access to the carrier relationships, website, CRM, agent portal, and lead resources. Pricing is quote-based and not publicly disclosed. The company is bootstrapped with no disclosed outside funding, no parent company, and no M&A activity, and remains under founder control.

Name

Greenhaven Marketing

Legal name

Greenhaven Marketing, LLC

Website

https://greenhavenmarketing.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenhaven Marketing is a privately held Plymouth, Minnesota-based insurance general agency that distributes life, health, long-term care, Medicare, and annuity products through 200+ Minnesota banks and independent agents across five Midwestern states.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and General Agency Services

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Insurance general agency
• Independent agent distribution
• Bank channel insurance
• Long term care insurance
• Group employee benefits

Headquarters

HQ city

Plymouth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission-based Insurance Sales: Greenhaven Marketing generates revenue through commissions from insurance products sold through their network of independent agents and banks. They provide underwriting services from application to policy delivery and work with multiple insurance carriers including life, health, long-term care, and annuities.
2. Agent Affiliation Fees: Revenue from insurance agents who affiliate with Greenhaven Marketing to access their carrier relationships, product portfolio, and support infrastructure. Agents pay for access to Resources including website, CRM software, agent portal, and leads.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Greenhaven Marketing operates as an insurance general agency that markets and distributes life, health, long-term care, Medicare, annuity, disability, dental, final expense, and group benefit products from multiple third-party insurance carriers through a network of independent insurance agents and partner banks in Minnesota, Wisconsin, Iowa, North Dakota, and South Dakota. The company also provides supporting services such as joint sales calls, underwriting assistance from application to policy delivery, agent licensing, continuing education seminars, and access to an agent portal.

Product overview

Greenhaven Marketing is an insurance general agency founded in 1977, operating as a multi-product insurance distribution platform that connects independent insurance agents, banks, employer groups, and individual consumers with a broad portfolio of insurance and financial products. The company does not underwrite its own policies; instead it represents multiple insurance carriers and provides sales support, underwriting assistance, and administrative services to agents and financial institutions. Its core product lines include Life Insurance (Term, Whole Life, and Universal Life through carriers such as Mutual of Omaha, Nationwide, and North American), Health Insurance (major medical plans for individuals and groups through Blue Cross Blue Shield, Health Partners, and Medica), Medicare Plans (Supplement, Advantage, Cost, and Part D plans), Long Term Care Insurance (traditional policies from Mutual of Omaha and alternative LTC riders via Nationwide and Minnesota Life/Securian Life), Annuities (Immediate, Deferred, Fixed, and Indexed), Final Expense Insurance, Dental Insurance, and Disability Insurance. For banking partners, the company offers specialized products including Bank Owned Life Insurance, Credit Life Insurance, Key Person Insurance, Club Accounts, Thank You Programs, and HSA/HRA plans. The company additionally provides group employee benefit administration services (COBRA, benefits manual design, onsite orientation, new hire/termination coordination), sales and marketing support for agents, and access to a proprietary Agent Portal and a Blue Cross Blue Shield Agent Portal. The platform is built around independent agent partnerships and bank marketing channels operating in Minnesota, Wisconsin, Iowa, North Dakota, and South Dakota.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance A policy with a set duration limit on the coverage period that pays a stated benefit upon death if death occurs within the specified time period, offered to individuals and families through Greenhaven Marketing's agent network.
• Whole Life Insurance A life insurance contract with level premiums combining a stated death benefit with an investment component that accumulates cash value over time, distributed to individuals and families via Greenhaven Marketing's agent network.
• Universal Life Insurance A flexible permanent life insurance offering low-cost term protection combined with a savings element invested to build cash value, with adjustable premiums, death benefit, and savings components as policyholder circumstances change.
• Individual Health Insurance Major medical health insurance plans for individuals and families, offered through carriers such as Blue Cross Blue Shield of Minnesota, Health Partners, and Medica via Greenhaven Marketing's agent channel.
• Medicare Supplement Plans Private health insurance policies (also called Medigap or MedSupp) that supplement Original Medicare by covering costs not paid by Medicare, including coinsurance, copayments, deductibles, and certain care outside the U.S.
• Medicare Advantage Plans Medicare health plans offered by private companies that contract with Medicare to provide all Part A and Part B benefits, replacing Original Medicare with a maximum out-of-pocket cap and various copays and coinsurance.
• Medicare Cost Plans A hybrid Medicare plan available in select Minnesota counties, combining features of Medicare Supplement and Medicare Advantage with options for drug coverage and varying copay structures.
• Medicare Part D (Prescription Drug Coverage) Optional Medicare prescription drug coverage offered by private insurance companies with a Medicare contract, covering drugs with varying costs and formularies per plan.
• Traditional Long Term Care Insurance Coverage providing nursing-home care, home-health care, personal or adult day care for individuals above age 65 or with chronic or disabling conditions, offered through Mutual of Omaha via Greenhaven Marketing's agent and bank channels.
• Life Insurance with Long Term Care Riders Alternative long term care coverage integrated into a life insurance policy, offered through Nationwide and Minnesota Life/Securian Life, providing LTC benefits linked to a death benefit.
• Disability Insurance A type of health insurance coverage that provides regular, periodic income payments should the insured become disabled from illness or injury and can no longer work; also referred to as disability-income insurance.
• Dental Insurance Policies providing dental treatment benefits such as routine dental examinations, preventive dental work, and dental procedures for tooth decay and diseases of the teeth and jaw.
• Immediate Annuity An annuity contract purchased with a single lump-sum payment that pays a guaranteed income starting almost immediately, suitable for retirees concerned about outliving their savings.
• Deferred Annuity An accumulation annuity product under which payments are made by the annuitant and left to accumulate on a tax-deferred basis over a period of years, with income beginning at retirement.
• Fixed Annuity An investment vehicle offered by insurance companies that guarantees a stream of fixed payments over the life of the annuity, with the insurer bearing the investment risk.
• Indexed Annuity A contract issued by an insurance company that provides protection against down markets with potential for investment growth linked to an index such as the S&P 500, and optionally a guaranteed lifetime income.
• Final Expense Insurance Preneed funeral insurance plans designed to cover estate settlement costs including hospital and doctor bills, outstanding credit, and funeral and cemetery expenses.
• Health Savings Accounts (HSAs) Tax-advantaged personal savings accounts used to pay for health care expenses, available to individuals with high-deductible health plans; the account holder owns and controls the funds.
• Short Term Medical Insurance Health plans providing coverage for 30-, 60-, or 90-day periods that protect against new and unforeseen expensive illnesses or injuries while bridging the gap between longer-term health plan coverage.
• Group Medical Insurance Major medical health insurance plans for employees of small and large groups, distributed to employer clients through Greenhaven Marketing's group channel.
• Group Life Insurance Life insurance products offered at group rates for employees of an organization, distributed through Greenhaven Marketing's group channel.
• Group Long Term Care Insurance Long term care insurance products designed for groups, providing coverage for custodial and personal care services for group members.
• Short Term Disability Insurance Disability coverage designed for groups at reduced rates and guaranteed acceptance with minimal underwriting, providing income replacement for short-term disabilities.
• Long Term Disability Insurance Disability coverage designed for groups at reduced rates and guaranteed acceptance with minimal underwriting, providing income replacement for extended disabilities.
• Bank Owned Life Insurance (BOLI) Life insurance products owned by banks to fund employee benefit plans, offset costs, and provide financial protection.
• Credit Life Insurance A life insurance policy designed to pay off a borrower's debt if the borrower dies; the face value decreases proportionately as the loan is paid off.
• Key Person Insurance Business insurance coverage that protects a company against the loss of a key employee, including buy/sell funding and business transition purposes.
• Club Accounts Banking-oriented account products offered to banking partners through Greenhaven Marketing's bank channel.
• Thank You Programs Incentive and recognition programs for banking partners distributed through Greenhaven Marketing's bank channel.
• HSA & HRA Plans (Banking) Health Savings Account and Health Reimbursement Arrangement products for bank employees and customers, distributed through Greenhaven Marketing's bank channel.
• COBRA Administration COBRA continuation coverage administration including explanation of laws, procedure guidelines, timeline, and identification of qualifying events for employer clients.
• Employee Benefit Statements Comprehensive, itemized employee benefit statements explaining all benefits provided by the employer, including job values and the employer's contributions.
• Benefits Manual Design Development of benefits manuals that explain employee benefits and emphasize the employer's contributions.
• Onsite Orientation Employee meetings to explain medical benefits, dental insurance, long and short term disability, group life insurance, and long-term care coverage.
• Marketing and Sales Support Assistance with preparation of proposals and personal support during sales presentations.
• New Business Assistance Full underwriting services from application to policy delivery, including claim assistance and policy service support.
• Carrier Interface and Problem Resolution Review of claims data trends for negotiating favorable rates on benefit programs and assistance with carrier communications.
• Marketing Search Assistance in designing and representing clients to secure the best possible pricing for benefits programs.
• Employer Notification Services Notification services for changes to HIPAA, ERISA, and the ACA as they pertain to health and employee benefit programs.
• Asset Protection Services to help business clients protect their assets through insurance and benefit program structuring.
• New Hire/Termination Coordination

Quantifiable outcome

• Operating in over 180 banks for Long Term Care Insurance
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

24 partnerships are on record, tiered core.

• Aetna Inc.coreChannel Partner/ Reseller/ DistributorAetna Inc. is an American managed health care company that sells traditional and consumer directed health care insurance and related services. Greenhaven works with Aetna for health, pharmaceutical, dental, behavioral health, long-term care, and disability plans. Aetna became a subsidiary of CVS Health in November 2018.
• American Continental InsurancecoreChannel Partner/ Reseller/ DistributorAmerican Continental Insurance Company was founded in Brentwood, Tennessee in 2005 and provides life, health and medicare supplement insurance policies. The company became an official subsidiary and member of the Aetna family in 2011.
• Blue Cross Blue ShieldcoreChannel Partner/ Reseller/ DistributorBlue Cross was founded in 1929, and became the Blue Cross Association in 1960, while Blue Shield emerged in 1939. The two organizations merged in 1982. Offers a comprehensive portfolio of managed-care products for Individual, Group, Medicare Supplement's and public markets.
• Brighthouse FinancialcoreChannel Partner/ Reseller/ DistributorBrighthouse Financial, Inc. is one of the largest providers of annuities and life insurance in the U.S., with $219 billion in total assets and approximately 2.6 million insurance policies and annuity contracts in-force. Headquartered in Charlotte, North Carolina.
• Catholic Financial LifecoreChannel Partner/ Reseller/ DistributorCatholic Financial Life is a fraternal organization that offers life insurance and annuity services. With $5.7 billion of insurance in force, and assets of $1.64 billion, Catholic Financial Life is the second largest Catholic not-for-profit financial services organization in the United States.
• CignacoreChannel Partner/ Reseller/ DistributorCigna is an American worldwide health services organization based in Connecticut and Philadelphia. Its insurance subsidiaries are major providers of medical, dental, disability, life and accident insurance and related products and services. Cigna offers Medicare and Medicaid products.
• Continental LifecoreChannel Partner/ Reseller/ DistributorContinental Life Insurance Company is part of the Genworth Financial Company and Aetna family of companies. For more than 30 years, Continental Life Medicare Insurance has provided Medicare Supplement Insurance and other life insurance products to eligible beneficiaries.
• Delta Dental of MinnesotacoreChannel Partner/ Reseller/ DistributorDelta Dental of Minnesota is one of the largest providers of dental benefits in the Upper Midwest, serving more than 8,800 Minnesota- and North Dakota-based purchasing groups and 4.1 million members nationwide. Founded in 1969.
• FurthercoreChannel Partner/ Reseller/ DistributorFurther was founded in 1989 and is a national leader in health spending and savings account administration. Headquartered in Eagan, Minn., Further provides consumer-driven Health Savings Accounts (HSAs), Flexible Spending Accounts (FSAs), Health Reimbursement Arrangements (HRAs), and other accounts.
• Guarantee Trust Life (GTL)coreChannel Partner/ Reseller/ DistributorFounded in 1936, Guarantee Trust Life Insurance Company is a legal mutual reserve company located in Glenview, Illinois, which provides a portfolio of competitive health, accident, life and special risk insurance programs.
• HealthPartnerscoreChannel Partner/ Reseller/ DistributorThe largest consumer-governed, nonprofit health care organization in the nation, HealthPartners provides care, coverage, research and education to improve the health of members, patients and the community.
• HumanacoreChannel Partner/ Reseller/ DistributorIn addition to group health insurance and Medicare plans, Humana offers a wide range of products and services for individuals, families, seniors, servicemen and servicewomen, and veterans.
• MedicacoreChannel Partner/ Reseller/ DistributorMedica is a non-profit health plan that serves communities in Minnesota, Iowa, Arizona, Kansas, Missouri, Nebraska, North Dakota, Oklahoma, South Dakota, Wisconsin and Wyoming. Partners with communities through the Medica Foundation.
• MNsurecoreChannel Partner/ Reseller/ DistributorMNsure is a marketplace where Minnesotans can shop, compare and choose health insurance coverage. MNsure is the only place where consumers can qualify for financial help either through federal tax credits or through MinnesotaCare and Medical Assistance.
• Mutual of OmahacoreChannel Partner/ Reseller/ DistributorMutual of Omaha is a Fortune 500 mutual insurance and financial services company based in Omaha, Nebraska. Founded in 1909. Provides Long Term Care coverage with elimination periods of 0-365 days, a cash benefit program. Also offers Life Insurance and Final Expense Plans.
• National Guardian LifecoreChannel Partner/ Reseller/ DistributorNational Guardian Life Insurance Company is located in Madison, Wisconsin. It was formed in 1910 and is an independent mutual life insurance company licensed to do business in 49 states and the District of Columbia. Offers life, health, long-term care, accident, disability, employee benefits, funeral insurance, senior products, dental and vision insurance.
• North American CompanycoreChannel Partner/ Reseller/ DistributorPart of Sammons Financial Group, Inc. (SFG). SFG's parent company, Sammons Enterprises, Inc., is a diversified international holding corporation. SFG's member companies offer a diverse portfolio of retirement services, including Life Insurance and Annuities.
• PreferredOnecoreChannel Partner/ Reseller/ DistributorPreferredOne is a health benefits management company which offers Preferred Provider Organization, Third Party Administrator, and Health Maintenance Organization services and products in Minnesota and the upper Midwest.
• ProtectivecoreChannel Partner/ Reseller/ DistributorProtective Life Corporation is a financial service holding company in Birmingham, Alabama. Established in 1907 and markets products and services in all 50 states. As of December 31, 2018, had more than 2,957 employees, annual revenues of $5.04 billion and assets of $90 billion.
• SilverScriptcoreChannel Partner/ Reseller/ DistributorOne of America's Largest Medicare Part D Insurers. As a proud member of the CVS Health family of companies, SilverScript (PDP) offers affordable, high-quality coverage to more than 6 million people with Medicare. Launched as part of Medicare Part D program in 2006.
• UnitedHealthCarecoreChannel Partner/ Reseller/ DistributorUnitedHealth Group Incorporated is an American for-profit managed health care company based in Minnetonka, Minnesota. The largest healthcare company in the world by revenue, with 2019 revenue of $242.2 billion.
• WellcarecoreChannel Partner/ Reseller/ DistributorWellCare Health Plans, Inc. began operations in 1985 and is based in Tampa, Florida. It is a subsidiary of Centene Corporation. WellCare provides managed care services primarily through Medicaid, Medicare Advantage and Medicare Prescription Drug plans for more than 6.3 million members.
• The Center for Long Term Care FinancingcoreStrategic or Co-development PartnerGreenhaven Marketing Corporation is a proud sponsor for The Center for Long Term Care Financing (www.centerltc.org) and keeps informed on the latest information on Long Term Care.
• Integrity (MedicareCENTER)coreTechnology or IntegrationPartnership with Integrity for Medicare compliance tools and call recording technology. MedicareCENTER provides free call recording capability for all Integrity partners and their independent agents and brokers for CMS compliance with Medicare marketing rules.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Crump Life Insurance Services: Wholesale life insurance distributor and brokerage providing multi-carrier life, LTC, disability, and annuity products to independent agents — directly comparable to Greenhaven's multi-carrier distribution model.
• Senior Market Sales: Insurance marketing organization specializing in senior-market life, health, LTC, Medicare, and annuity products distributed through independent agents; highly comparable product mix and independent agent channel model.
• Ash Brokerage: National insurance brokerage and life insurance distributor working with independent agents and financial institutions; comparable in offering life, health, LTC, and annuity products from multiple carriers to agent and institutional partners.
• IBG (Insurance Brokerage Group) / World Financial Network: Multi-carrier distribution platform focused on long-term care and senior products via independent agents and financial institutions — directly comparable to Greenhaven's bank-anchored LTC leadership claim.
• One Resource Group: Insurance marketing organization focused on multi-carrier distribution through independent agents and financial institutions; comparable target customer (banks, agents, employer groups) and product breadth (life, health, LTC, annuities, group benefits).

Emerging players

• BenefitMall: General agency and benefits marketplace serving brokers and employers with group health, life, and voluntary benefits; comparable employer-group and broker channel but with greater technology emphasis.

Broad incumbents

• Higginbotham: Large national insurance brokerage offering employee benefits, property/casualty, and personal lines to businesses, with comparable group benefits distribution to employer clients; broader portfolio but overlapping employer-group go-to-market.
• Integrity Marketing Group: Largest distributor of life and health insurance in the US, with a similar multi-carrier, multi-channel model using independent agents, banks, and IMO/agency networks. Direct strategic partner of Greenhaven via MedicareCENTER, illustrating overlap in product set and distribution approach.

Regional players

• National Western Life Insurance Group: Life and annuity carrier with strong independent agent distribution through MGAs/IMOs; a potential carrier-counterparty comparable to Greenhaven's carrier relationships rather than a direct distribution peer, illustrating the broader IMO ecosystem.

Others

• Simmons Insurance Group: Multi-line insurance and financial services agency offering personal and commercial lines, employee benefits, and life/health products — relevant ecosystem comparable for size and customer mix in the Midwest independent agency market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/greenhavenmarketing
• LinkedInlinkedin.com/company/greenhaven-marketing-corporation

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Greenhaven Marketing