CBS Insurance

What CBS Insurance does

CBS Insurance is a privately held, family-operated insurance brokerage headquartered in Phoenix, Arizona, founded in 1998. The firm distributes a portfolio of supplemental insurance products — critical illness (Occidental Life Simple Issue CI Plan), final expense/life (Simple Issue Level Term up to $500K non-medical; Simple Issue Whole Life in Senior Choice ages 50-85 and Family Choice ages 0-49), accident (VBA Accident Medical Expense), short-term medical (NatGen STM with STMx4 variants), dental (BEST One Dental at a $25 per-visit copay; NatGen PPO Dental), and limited medical — through two principal channels: (1) a National Brokerage network of independent life/health agents appointed across 30+ U.S. states who can quote and submit business via online e-app portals, and (2) direct relationships between Web Based Entities contracted under the Affordable Care Act and Top Level Insurance Companies. The company earns transaction-based carrier commissions on policies placed and offers qualified agents advances tied to a Quality Business Index rating.

The business is run by the Jordan family — President James E. Jordan Jr. (licensed in 30+ states, one of the first individual critical illness salespeople in the U.S.), Sr. Vice President J.R. Jordan (former board member of the National Association of Critical Illness Insurance), Jr. Vice President L.J. Jordan, Office Manager Laurie Lunsford, and Agent Services Representative Jonathan Jordan (fourth-generation). Underlying technology consists of e-app quoting and submission portals, web-entity integration systems for ACA-contracted partners, and the registered "Reform Ready®" service mark signaling regulatory adaptation expertise. Marketing is conducted through Facebook, an educational article archive (Agent Sales Journal), a video library for agent training, and website contact forms. Revenue and headcount are not publicly disclosed; the firm operates with 1-10 employees, suggesting a lean brokerage back-office supporting a distributed agent book rather than a large in-house producer force.

Name

CBS Insurance

Legal name

CBS Insurance

Website

https://cbsinsurance.net

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

CBS Insurance is a privately held Phoenix-based insurance brokerage that distributes supplemental insurance — critical illness, accident, final expense, dental, and short-term medical — through a national network of independent life/health agents and ACA-contracted web-based entities across 30+ U.S. states.

Ownership category

akta.pro rank

Product category

Supplemental Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

akta.pro secondary industries

Standalone Critical Illness Insurance (FSAIAKAA), Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD), Voluntary/Worksite Critical Illness & Hospital Indemnity (Employee-Paid) (FSAIAKAF)

Keywords

• Supplemental insurance brokerage
• Critical illness insurance
• Final expense insurance
• Accident insurance products
• Dental insurance plans

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: CBS Insurance acts as a national brokerage/distributor earning commissions from insurance carriers for products sold through their agent network. Products include critical illness, accident, final expense, dental, and short-term medical insurance. The company provides advances to qualified agents based on their Quality Business Index (QBI) rating.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

CBS Insurance is a privately held national insurance brokerage that distributes supplemental insurance products through a network of appointed life and health agents and direct relationships with web-based ACA-contracted entities. The product portfolio includes critical illness, accident, final expense, short-term medical, dental, and limited medical coverage sourced from top-level insurance carriers, with a focus on products featuring short form applications and speedy underwriting.

Product overview

CBS Insurance offers a portfolio of supplemental insurance products distributed through a National Brokerage network of individual life/health agents and direct relationships with web-based entities contracted with the Affordable Care Act. The product suite includes critical illness insurance plans (Occidental Life Simple Issue CI Plan, Simple Issue Level Term), final expense products (Simple Issue Whole Life with Senior Choice and Family Choice versions), accident coverage (VBA Accident Medical Expense), short-term medical plans (NatGen Short Term Medical including STMx4 options), dental plans (BEST One Dental and NatGen PPO Dental), and Limited Medical coverage. The company specializes in products with short form applications and speedy underwriting.

Differentiator

Problem solved

Functional benefit

Brands

• Reform Ready: Marketing tagline indicating readiness for healthcare reform requirements

Products and services

• Occidental Life Simple Issue CI Plan (Critical Life Benefits)
• Simple Issue Level Term A non-medical Simple Issue Level Term life insurance plan with coverage up to $500K, including two no-cost riders in most states and optional riders, for individuals seeking simplified-issue term life coverage.
• Simple Issue Whole Life (Final Expense) A Simple Issue Whole Life plan with level premiums for life, offered in two versions — Senior Choice (Ages 50-85) and Family Choice (Ages 0-49) — designed to help with funeral and end-of-life costs.
• VBA Accident Medical Expense Accident Medical Expense insurance designed to help cover medical expenses from physical injury, coordinating with other benefits and bundling 24/7 telemedicine, shopping discounts, and Identity Restoration Service.
• NatGen Short Term Medical Short-term medical coverage plans available in multiple states with various plan durations including STMx4 options, for individuals needing temporary health insurance.
• BEST One Dental Dental insurance plan with $25 copay per visit, in-network advantages including no claim forms, coverage for Basic, Intermediate, Major Services, and Implants, available for individuals, spouses, and dependent children ages 18-99 across multiple states.
• NatGen PPO Dental Plan A Preferred Provider Organization (PPO) dental insurance plan offering network-based benefits for individuals and families.
• Limited Medical Limited medical coverage plans for individuals seeking basic health coverage, with plan details and benefits varying by state.

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

One partnership is on record.

• Top Level Insurance CompaniescoreOthersCBS Insurance maintains relationships with top-level insurance carriers to distribute their products through the National Brokerage network. The company specializes in connecting these carriers with web-based entities and agents for individual, small group, and large employer group insurance benefit programs.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Transamerica: Transamerica offers term life, whole life, final expense, and supplemental health products distributed through independent agents and brokerages. It is a direct peer on the life and supplemental health product set CBS distributes, with overlapping agent channels.
• HealthMarkets: HealthMarkets is a large US insurance brokerage distributing individual and family health, supplemental, Medicare, and small group products through a nationwide agent network. It is a direct brokerage peer with similar multi-carrier, agent-led distribution of supplemental products.
• Allstate Benefits: Allstate Benefits offers supplemental insurance products including accident, critical illness, hospital indemnity, and life, distributed through workplace benefits brokers and individual agents. It competes directly with CBS's agent-distributed supplemental health portfolio.
• SelectQuote: SelectQuote is a direct-to-consumer insurance distributor specializing in life, supplemental health, and Medicare products, with growing agent-supported channels. It is comparable to CBS in selling individual supplemental and life products but uses a more consumer-direct, tech-enabled motion.
• Colonial Life: Colonial Life is a Unum subsidiary that sells supplemental health, accident, critical illness, and disability insurance through a national agent network to individuals and employer groups. Its worksite distribution model and product mix closely mirror CBS's CI and accident focus.
• Globe Life: Globe Life and its subsidiaries (including American Income Life) sell whole life, final expense, supplemental health, and accident insurance through a large national agent force. It is a direct peer given overlap on final expense and agent-driven distribution.

Broad incumbents

• Aflac: Aflac is the dominant US supplemental insurance carrier specializing in accident, critical illness, hospital indemnity, and other voluntary worksite products distributed through agents and payroll deduction. It is a broad incumbent in the exact same product categories CBS distributes, though as a carrier rather than a brokerage.
• National General (Allstate): National General, an Allstate company, sells accident, supplemental health, and short-term medical insurance through agents and digital channels. It is a broad incumbent in the short-term medical and accident categories that CBS also distributes.

Emerging players

• USAble Life: USAble Life is a regional supplemental insurance carrier offering accident, critical illness, hospital indemnity, and dental products through independent agents. It is a smaller-carrier peer relevant to the same agent distribution and product mix CBS specializes in.

Others

• Zinnia (formerly SE2 / iPipeline): Zinnia provides technology, e-application, and digital distribution infrastructure for life, annuity, and supplemental insurance carriers and distributors. It is an adjacent technology enabler comparable to CBS's e-app and online quoting capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ColoradoBankersServices
• Xx.com/coloradobankers

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 CBS Insurance