Adcock Financial Group

What Adcock Financial Group does

Adcock Financial Group (AFG) is an independent, family-owned insurance brokerage founded in 1970 by Don Adcock in Dalton, Georgia, and formally established under its current name when his son Blake joined around 2000. The firm operates from a single office at 108 N Pentz Street in historic downtown Dalton and serves employers, individuals, and Medicare-eligible seniors across the Northwest Georgia region through in-person consultations, phone-based sales, and an online contact form. AFG earns commissions from multiple insurance carriers across health, dental, vision, life, disability, ICHRA, short-term medical, travel, and Medicare supplement products, with both Don and Blake Adcock working at the Dalton location full time as of 2023 alongside brokers Misty Silvers and Bilma Morales.

The company's core offerings are organized into three product lines: Group Benefits for employers (health, dental, vision, life, disability, ICHRA, with implementation, new-hire processing, and renewal support), Individual Health Insurance (ACA marketplace enrollments, major medical, ICHRA, life, travel, and short-term medical), and Medicare Services (supplement quotes, enrollment, and annual Part D review). An add-on HR Services module is delivered at no additional cost through a partnership with Mineral, providing HR compliance, handbooks, training, and expert advisory. The technology stack is entirely off-the-shelf — Microsoft Outlook for appointment booking, carrier enrollment portals (Alliant, Ambetter), and the Mineral HR platform — with no proprietary systems, mobile app, or AI capabilities.

AFG's go-to-market is sales-led and local, relying on direct outreach, a Facebook and Instagram presence, an informational website, and community involvement (Dalton and Murray County Chambers of Commerce, Keep it Clean Dalton, United Way, SoccerTown USA). Distribution is via direct sales only, with no digital or partner channels outside the Mineral and HAFA tool integrations. The firm has no institutional investment, no subsidiaries, no patents, and no funding history, and serves "hundreds of accounts" on a tenured but small team that constitutes its primary operating asset.

Name

Adcock Financial Group

Legal name

AFG

Website

https://adcockfinancialgroup.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Adcock Financial Group is a family-owned independent insurance brokerage in Dalton, Georgia, founded in 1970, serving employers, individuals, and Medicare-eligible seniors across Northwest Georgia with health, dental, vision, life, disability, and Medicare products on a commission basis.

Ownership category

akta.pro rank

Headquarters

HQ city

Dalton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: AFG operates as an independent insurance agency/broker earning commissions from insurance carriers when they sell and service health, dental, vision, life, disability, Medicare, and other insurance products to employers, individuals, and seniors.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Adcock Financial Group is an independent insurance agency and brokerage that sells and services health insurance products to employers, individuals, and seniors across the Northwest Georgia region. The firm represents all major carriers to provide group benefits (health, dental, vision, life, disability, ICHRA), individual health insurance including ACA marketplace enrollments, and Medicare supplements and enrollment assistance. AFG also bundles HR compliance services through a partnership with the Mineral platform at no additional cost to clients.

Product overview

AFG is a traditional health insurance brokerage offering a unified portfolio of insurance products and services for employers, individuals, and seniors. The core offerings include Group Benefits (Health, Dental, Vision, Life, Disability, and ICHRA for employers), Individual Health Insurance (ACA marketplace, major medical, life, travel, and short-term medical for individuals), and Medicare Services (supplement quotes, enrollment, Part D assistance). AFG also provides an HR Services module powered by the Mineral platform, offered at no additional cost to clients, which delivers compliance tools, handbook creation, training, and expert HR advice. All products are accessed through in-person or phone consultations, with online premium payment portals linking to carrier systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Benefits Comprehensive group benefit packages for employers including Health Insurance, Dental, Vision, Life, Short & Long-Term Disability, and ICHRA. AFG brokers work with major carriers to source optimal benefits and provide ongoing support through plan implementation, new hire processing, annual renewals, and employee Medicare transitions.
• Individual Health Insurance Individual health insurance products covering life and health, including ACA marketplace enrollments, major medical coverage, and Individual Coverage HRA (ICHRA). AFG has been a leader in North Georgia for individual health insurance enrollments since the ACA rollout.
• Medicare Services Medicare transition and enrollment services for individuals turning 65, retiring, or losing employer coverage. Includes Supplement quotes, enrollment assistance, annual Part D review, and guidance on additional benefits not covered by Medicare.
• HR Services (via Mineral) HR management and compliance platform provided at no cost to AFG clients. Includes compliance updates, expert HR advice, federal and state-compliant employee handbook creation, HR templates and tools, training courses including HIPAA training, safety tools, and compliance assessment tools, delivered through the Mineral partnership.
• ICHRA (Individual Coverage HRA) Individual Coverage Health Reimbursement Arrangement allowing employers to provide tax-advantaged reimbursement for individual insurance purchased by employees and their family members.
• Life Insurance Individual life insurance products available as standalone coverage or bundled with health insurance for individuals and families.
• Short Term Medical Short-term medical insurance coverage designed to fill gaps between major medical plans or during transitional periods.
• Travel Insurance Travel insurance coverage available as part of individual insurance offerings.

Quantifiable outcome

• Enrolled and actively services hundreds of accounts
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MineralcoreImplementation/ SI/ Consulting PartnerAFG provides Mineral HR compliance management platform to their clients at no additional cost. Mineral offers HR compliance updates, expert HR advice, employee handbook creation, HR tools and templates, training courses, safety tools, and compliance assessments.
• HAFA (Health and Financial Alliance of America)minorGTM or Marketing PartnerAFG utilizes the HAFA Family Glitch Calculator to help customers determine if they qualify for premium tax credits when purchasing insurance on the marketplace through their spouse's employer plan.
• Alliant PlansminorChannel Partner/ Reseller/ DistributorAlliant Plans is an insurance carrier partner that AFG directs customers to for premium payments through their enrollment portal.
• AmbetterminorChannel Partner/ Reseller/ DistributorAmbetter is an insurance carrier (part of Centene) that AFG directs customers to for premium payments through their enrollment portal.

Scale indicators3 records

Recent moves4 records

Expansion highlights2 records

Broad incumbents

• Lockton: Largest privately held independent insurance brokerage in the U.S., with strong employee benefits practice serving mid-market employers. Comparable to AFG in privately held independent brokerage structure and group benefits focus, but operates nationally.
• Hub International: North American insurance brokerage offering employee benefits, commercial, and personal lines through regional offices. Comparable to AFG in the employee benefits brokerage space, but operating across multiple geographies rather than a single local market.
• Acrisure: Fast-growing insurance brokerage consolidator with personal, commercial, and benefits lines. Comparable to AFG as an independent brokerage model that has scaled via acquisitions, contrasting with AFG's organic single-location model.
• Brown & Brown: Large national insurance brokerage offering employee benefits, including group health, life, and supplemental products, across the U.S. Comparable to AFG in the group benefits brokerage product line, but operates at national scale rather than as a single local agency.
• Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm with a substantial employee benefits practice serving mid-market and large employers. Comparable to AFG in offering group health, life, disability, and supplemental benefits brokerage, but at vastly greater scale and geographic breadth.
• Marsh McLennan: Global professional services firm offering insurance brokerage (Marsh) and benefits consulting (Mercer). Comparable to AFG in the employer group benefits advisory space, but with significantly broader service portfolio and global reach.

Direct peers

• HealthMarkets: Independent health insurance agency operating across the U.S. that connects consumers and small employers with carriers across health, Medicare, life, and supplemental coverage. Highly comparable business model to AFG, focused on individual and small-group health and life brokerage on a commission basis.
• eHealth: Online health insurance marketplace focused on individual, family, Medicare, and small-group plans. Comparable to AFG in product focus (ACA, Medicare, individual coverage) and represents a direct digital competitor to AFG's in-person/phone advisory model.
• GoHealth: Medicare-focused health insurance brokerage using a telesales and digital model. Overlaps with AFG's Medicare supplement and individual health advisory offering and represents the technology-enabled version of the local broker model.
• SelectQuote: Insurance agency specializing in Medicare and life insurance distribution via telephone- and digital-assisted channels. Comparable to AFG in its Medicare and life insurance advisory focus and commission-based revenue model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/adcockfinancialgroup
• Instagraminstagram.com/adcockfinancialgroup

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 Adcock Financial Group