Fendley Benefits

What Fendley Benefits does

Fendley Benefits is a private, for-profit insurance agency headquartered in Azusa, California, United States, with 1-10 employees, operating in the U.S. insurance sector. The source firmographic data identifies the company as an insurance agency with a public web presence at fendleybenefits.com. The input also surfaces a corporate lineage connecting Fendley Benefits to Alera Group, Inc., a national professional services firm, and to Alera Group - Arizona (formerly Benefit Commerce Group), which was co-founded in 2009, joined Alera Group in 2019, and operates as a regional benefits consulting and brokerage entity. The Arizona affiliate provides employee benefits consulting, property & casualty, and retirement plan services from offices in Scottsdale, Chandler, and Flagstaff, Arizona. The source explicitly notes that specific information about Fendley Benefits is not contained in the provided material beyond the firmographic record, so the description of detailed service offerings, customer base, and revenue mechanics for the standalone Fendley Benefits entity cannot be substantiated from the input.

The affiliated Alera Group - Arizona entity delivers a sales-led, relationship-driven distribution model through direct consulting engagements with employer clients across the Southwest, generating revenue through professional services fees, brokerage commissions, and consulting engagements. The service portfolio spans three core practice areas (Employee Benefits, Property & Casualty, Retirement Plan Services) and over 20 specialized sub-products including absence management, advanced health plan strategies, alternative funding, captive solutions, international benefits, pharmacy management, voluntary benefits, wellbeing programs, benefits benchmarking, HR consulting, actuarial and finance, benefits administration, compliance, PEO solutions, population health and data analytics, and total program management. Customer engagement is supported through webinars, benchmarking resources, client success stories, and community events, with a go-to-market motion emphasizing long-term relationship-driven advisory work rather than transactional sales.

The customer base, as evidenced through the affiliated Arizona entity, spans nonprofits (Goodwill of Central and Northern Arizona, Make-A-Wish Foundation, The Centers for Habilitation), healthcare organizations (Denova Collaborative Health), and small businesses (Heart and Soul Marketing), with multiple anchor clients maintaining 8-10+ year relationships. Underlying technology is not disclosed in the source material beyond the product taxonomy; the firm operates as a traditional professional services brokerage whose value proposition rests on human advisory expertise, local market knowledge, and the scale resources of the Alera Group national platform.

Name

Fendley Benefits

Legal name

Alera Group, Inc.

Website

https://fendleybenefits.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Fendley Benefits is a private insurance agency headquartered in Azusa, California, with 1-10 employees, operating in the United States insurance sector. The source material links the company to the Alera Group national professional services platform but discloses no firm-specific service details, customer base, or revenue data.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAEADAC

Employee Benefits Brokerage & Consulting

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Insurance Brokerage & Risk Advisory

SECONDARYBPACAKAE

Benefits Administration & Total Rewards Outsourcing

Business & Public Services/HR, Staffing & Recruitment Services/HR Outsourcing (HRO) & Shared Services

Keywords

• Insurance brokerage
• Insurance agency services
• Commercial insurance coverage
• Group health insurance
• Employee benefits advisory

Headquarters

HQ city

Azusa

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Employee Benefits Consulting and Brokerage: Advisory and brokerage services helping employers design benefit strategies, manage rising costs, and strengthen their organizations through customized employee benefits solutions.
2. Property & Casualty Solutions: Commercial insurance, executive lines, and risk management solutions that help businesses protect their people, operations, and long-term stability.
3. Retirement Plan Services: Retirement plan guidance focused on maximizing outcomes, strengthening fiduciary support, and increasing plan effectiveness for employers and employees.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Fendley Benefits is a small private for-profit insurance agency based in Azusa, California, with 1-10 employees. The aggregated source data does not contain specific operational details, product lineups, or service descriptions for Fendley Benefits beyond its classification as an insurance agency.

Product overview

Alera Group - Arizona offers a comprehensive employee benefits, retirement plan services, and property & casualty insurance platform. The core offerings include Employee Benefits consulting and brokerage, Property & Casualty commercial insurance, and Retirement Plan Services. The employee benefits practice spans multiple specialized sub-products including Absence Management, Advanced Health Plan Strategies, Alternative Funding, Benefits Optimizer, Captive Solutions, International Benefits, Lumity (benefits administration), Pharmacy Management, Voluntary Benefits, Wellbeing programs, Benefits Benchmarking, HR Consulting, Actuarial and Finance, Benefits Administration, Communication and Engagement, Benefits Compliance, PEO Solutions, Population Health and Data Analytics, and Total Program Management. The company operates across three practice areas delivering integrated solutions to employers throughout Arizona and beyond.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Saved millions of dollars for clients through strategic benefits guidance

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Maggie's PlaceminorOthersNonprofit organization supported through Alera Group Cares Committee community involvement initiatives.
• Goodwill of Central and Northern ArizonaminorOthersNonprofit supported through Alera Group Cares Committee and served as a client receiving benefits strategy consulting services.
• United Food BankminorOthersNonprofit organization supported through Alera Group Cares Committee community involvement initiatives.
• The Centers for Habilitation (TCH)minorOthersSocial services nonprofit supported through Alera Group Cares Committee and served as a client receiving insurance and benefits optimization services.
• Alera GroupcoreOthersParent company. Benefit Commerce Group joined Alera Group in 2019 to support continued growth and expand capabilities beyond employee benefits to include Property & Casualty and Retirement Plan Services.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Arthur J. Gallagher: Global insurance brokerage and risk management firm with a major employee benefits consulting and brokerage segment. Comparable offering; large competitor to any benefits agency of Fendley's profile.
• Brown & Brown: National insurance brokerage with broad employee benefits and commercial lines practices. Comparable service portfolio and historically aggressive acquirer of small agencies.
• Alera Group: National employee benefits, property & casualty, and wealth management brokerage firm with regional offices including Arizona. Directly comparable in service offering (benefits brokerage, retirement, P&C); dwarfs Fendley in scale and serves as a likely acquirer of sub-scale agencies.
• Hub International: Large North American insurance brokerage with employee benefits, commercial, and personal lines. Comparable service mix and active acquirer of small agencies across the U.S.
• USI Insurance Services: Large national insurance brokerage with significant employee benefits, property & casualty, and retirement practices. Highly comparable service mix and a documented roll-up strategy targeting smaller regional agencies.
• NFP (an Aon company): Mid-to-large U.S. benefits, property & casualty, and wealth management broker owned by Aon. Comparable offering and customer base; active acquirer of small/mid agencies across the U.S.
• Marsh McLennan: Global professional services firm in risk, strategy, and people, with Mercer delivering employee benefits consulting and brokerage. Comparable offering at much larger scale; sets the competitive benchmark for benefits advisory services.

Direct peers

• Alliant Insurance Services: Mid-to-large U.S. insurance brokerage with deep employee benefits practice. Same core offering (employee benefits brokerage, P&C, retirement), same target market (mid-market employers), and active acquirer of smaller agencies.
• OneDigital: U.S. benefits, insurance, and wealth management firm focused on employers. Directly comparable in service offering and target customer (employers seeking benefits advisory); closer in scale than the global incumbents.

Others

• Assurex Global: Network/partnerhip of independent insurance and benefits brokerages that collaborate on large client work. Comparable business model (independent brokerage) and a potential partnership vehicle for a sub-scale local agency seeking broader capabilities.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights2 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Fendley Benefits