What MS Insentra does

MS Insentra LLC is a privately-held independent marketing organization (IMO) headquartered in Scottsdale, Arizona, that distributes insurance and risk management products to the independent registered investment advisor (RIA) and broker-dealer community. The firm offers a broad product catalog spanning annuities, term, universal, whole, and variable universal life insurance, disability and long-term care insurance, estate planning, and business continuity and succession planning, supported by in-house services for case submission, medical underwriting, illustration, in-force policy management, and case design. Operational tooling includes SureLC for licensing and contracting automation, a Connect Portal for secure file sharing, an automated carrier application and underwriting platform, and carrier-compliant illustration/presentation software.

MS Insentra operates within a multi-entity affiliated structure alongside M.S. Howells & Co., a FINRA/SIPC-registered broker-dealer founded in 2000 by Mark S. Howells, and MSH Capital Advisors LLC, an SEC-registered investment adviser. Together, the affiliated entities serve hybrid RIA practices and the prime brokerage market, with MS Insentra positioned to provide insurance distribution and back-office support while the partner firms retain client relationships. Strategic partnerships with over 80 leading national insurance carriers underpin product breadth, contract competitiveness, and payout terms for the advisor network.

The company monetizes primarily through insurance commissions on placed cases (transaction-fee model), with customized, production-volume-based payouts and transparent commission reporting to partners. Distribution is sales-led through independent RIAs and broker-dealers, with marketing conducted via a website quote-request flow, email communications, and professional network referrals. The firm is licensed in ten U.S. states (AZ, CA, DE, FL, GA, NV, OH, OK, PA, TX), is privately and founder-controlled, has 11-50 employees with average industry tenure exceeding 20 years, and reports no external institutional investment.

Name

MS Insentra

Legal name

MS Insentra LLC

Website

https://msinsentra.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

MS Insentra LLC is a privately-held independent marketing organization that distributes insurance and risk management products, including annuities, life, disability, and long-term care coverage, to independent RIAs and broker-dealers via partnerships with 80+ national carriers.

Ownership category

akta.pro rank

Product category

Insurance Distribution / Insurance Marketing Organization Services

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

akta.pro secondary industries

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM)

Keywords

• Insurance marketing organization
• Risk management solutions
• Annuity distribution
• Life insurance products
• Wealth protection services

Headquarters

HQ city

Scottsdale

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. Insurance Commission Revenue: As an independent marketing organization (IMO), MS Insentra earns commissions from insurance products including annuities, life insurance, disability insurance, long-term care insurance, and other risk management products distributed through their network of independent advisors.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

MS Insentra LLC is an independent marketing organization (IMO) that distributes risk management and insurance solutions to the independent RIA and broker-dealer community. It places annuities, life insurance, disability, long-term care, and other insurance products from over 80 national carriers, and provides back-office, underwriting, licensing, and illustration support throughout the sales cycle so advisors can offer insurance without adding internal staff.

Product overview

MS Insentra LLC is an independent marketing organization (IMO) offering a comprehensive portfolio of insurance products and services for the independent RIA and broker-dealer community. The company provides two primary product categories: (1) Insurance Products including Annuities, Term Life, Universal Life, Whole Life, Long Term Care, Disability, Estate Planning, Business Succession Planning, and Business Continuity Planning; and (2) Support Services including Sales Cycle Support (case submission, medical underwriting, illustration software, policy management), Compliance & Monitoring tools (SureLC licensing software, policy management tools, secure file sharing), and Risk Management Resources (product guides, illustration resources, financial comparisons, underwriting resources, case design). The company also provides annuity and life insurance quote request services. MS Insentra works with over 80 national insurance carriers to provide competitive contracts and a wide range of product options.

Differentiator

Problem solved

Functional benefit

Products and services

• Annuities Insurance contracts placed through MS Insentra's network that promise to pay regular income either immediately or in the future, allowing for tax-deferred accumulation and guaranteed lifetime income options, distributed to RIA and broker-dealer clients.
• Term Life Insurance Life insurance product placed through MS Insentra's network providing coverage for a specified term period with predetermined premiums, offering the largest death benefit protection for the premium dollar without cash value accumulation.
• Universal Life Insurance Flexible life insurance product placed through MS Insentra's network allowing policy owners to adjust premium payments, face amount, and coverage duration, with cash value accumulation and tax-favored buildup.
• Whole Life Insurance Permanent life insurance product placed through MS Insentra's network covering the insured for their entire lifetime with guaranteed death benefit and cash value accumulation, with level premiums for the life of the contract.
• Long Term Care Insurance Insurance product placed through MS Insentra's network providing coverage for personal and custodial care at assisted living facilities, nursing homes, adult day care, or home-based care for individuals requiring assistance with activities of daily living.
• Disability Insurance Insurance product placed through MS Insentra's network providing income replacement if a worker is unable to perform their work and earn money due to a disability caused by accident or sickness.
• Estate Planning Professional services offered through MS Insentra's network to manage an individual's asset base in preparation for incapacitation or death, involving a team of trusted professional advisors.
• Business Succession Planning Strategy services offered through MS Insentra's network for passing on leadership roles and company ownership to employees or groups of employees, particularly for closely held family businesses.
• Business Continuity Planning Planning services offered through MS Insentra's network to help ensure business processes can continue during emergencies or disasters such as natural disasters, terrorist attacks, or premature death of an owner.
• Risk Management Systematic risk management services offered through MS Insentra's network involving risk identification, analysis, evaluation, treatment, and ongoing monitoring to enable effective business operations.
• Sales Cycle Support Standalone IMO service offering operational support including case submission and secure file transfer, medical underwriting and APS summary, illustration and presentation software, in-force policy management, case design and product navigation, and APS retrieval service for independent RIA and broker-dealer partners.
• Compliance and Monitoring Standalone IMO service offering tools including SureLC for licensing and contracting automation, policy management tools for portfolio oversight, and secure file sharing via the Connect portal, for independent RIA and broker-dealer partners.
• Risk Management Resources Standalone IMO service offering product information and comparisons for Universal Life, Indexed Universal Life, Whole Life, Variable Universal Life, Term products, and riders, including illustration resources, financial and ratings comparisons, underwriting resources, and case design services for independent RIA and broker-dealer partners.

Quantifiable outcome

• Access to over 80 leading national carriers for best contracts and product options

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• M.S. Howells & Co.coreStrategic or Co-development PartnerAffiliated registered broker-dealer with over 20 years of experience servicing institutions and RIAs. Provides consistent customer service and is uniquely positioned to service hybrid RIA practices and the prime brokerage market. Securities offered through this entity, a member of FINRA/SIPC.
• MSH Capital Advisors LLCcoreStrategic or Co-development PartnerAffiliated registered investment adviser providing advisory platform to independent investment adviser representatives, tuck-ins, and hybrid representatives. Securities offered through M.S. Howells & Co.
• Over 80 National CarriersflagshipChannel Partner/ Reseller/ DistributorStrategic partnerships with leading national insurance carriers providing best contracts and wide range of product options including annuities, life insurance, disability, long-term care, and risk management products. These key relationships enable delivery of unsurpassed service and solutions to clients.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Ash Brokerage: National insurance brokerage serving independent advisors, RIAs, and broker-dealers with life, annuity, disability, and LTC products across multiple carriers. Direct IMO competitor with overlapping distribution strategy and target advisor segments.
• Annexus: Insurance marketing organization specializing in fixed indexed annuities and life insurance products for independent financial professionals, with strong multi-carrier relationships—a directly comparable IMO with overlapping product focus.
• CreativeOne: Independent marketing organization serving advisors with life, annuity, and long-term care solutions across multiple carriers. Comparable in product breadth, carrier network strategy, and RIA/broker-dealer distribution focus.
• Elite Insurance Partners: National IMO and FMO distributing life, annuity, and final expense products to independent agents and advisors across the U.S.—comparable distribution model with multi-carrier platform, though broader geographic reach than MS Insentra.
• Crump Life Insurance Services: One of the largest independent insurance distributors in the U.S., Crump provides life insurance, annuity, and disability products to advisors and broker-dealers through a multi-carrier platform—directly comparable to MS Insentra's IMO model and target advisor community.
• DMI Marketing: Independent marketing organization providing annuities, life insurance, and LTC products to financial professionals, with proprietary technology and back-office support similar to MS Insentra's SureLC and Connect Portal.
• Simplicity Financial Marketing: Independent marketing organization focused on life insurance, annuities, and long-term care products distributed through independent advisors and RIAs—closely mirroring MS Insentra's product mix, advisor channel, and multi-carrier distribution approach.
• National Western Financial / Insurance Designs: Insurance marketing organization distributing life, annuity, and disability products to independent financial advisors through carrier partnerships—directly comparable IMO with similar multi-carrier distribution and advisor-centric service model.

Broad incumbents

• Advisor Group (now Osaic): Large independent broker-dealer and RIA network with in-house insurance distribution capabilities, serving many of the same independent advisors MS Insentra targets. A broader incumbent whose insurance offering competes for the same wallet share.
• Mutual of Omaha Insurance Company: Large established insurer offering life, disability, LTC, and annuity products with a captive and independent distribution model. While primarily a carrier, its in-house distribution and direct relationships with advisors overlap with the IMO channel MS Insentra serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/msinsentra

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 MS Insentra