Creative Wealth Planning
Creative Wealth Planning is a privately held, founder-owned independent insurance agency in Lake Success, NY (with a Boca Raton, FL office) that brokers medical, dental, vision, life, disability, long-term care, and Medicare products to individuals, self-employed clients, and small-to-mid-size employer groups of 2–500 employees, primarily via direct advisory sales and an exclusive MSSNY member endorsement channel.
- Company typePrivate
- Founded1980
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Creative Wealth Planning does
Creative Wealth Planning, LLC is an independent insurance agency founded in the early 1980s by Norman Portnow and headquartered in Lake Success, New York, with a secondary office in Boca Raton, Florida. The firm operates as a privately held, founder-owned brokerage (no external funding, no parent company) with 11–50 employees, serving individuals, self-employed/sole proprietors, and small-to-mid-size employer groups of 2–500 employees across the Northeast and Southeast United States.
The company's core offerings span medical, dental, vision, life, disability income replacement, long-term care, Medicare supplement, and Medicare Advantage insurance, supplemented by add-on benefit modules including FSA, HSA, transit/parking, dependent care, hospital cash, prescription drug coverage, and voluntary benefits. Products are not proprietary technology; CWP functions as an advisory intermediary that matches clients — including those with complex health histories — to carriers under appointments with Aetna, CIGNA, Humana WellCare, AARP/UnitedHealthCare, and Empire BlueCross BlueShield.
CWP earns revenue primarily through insurance carrier commissions on placed policies (a transaction-fee model), with pricing varying by carrier, plan design, and group size. Its go-to-market combines direct sales (phone, website quote requests, in-person consultation) with a high-value exclusive channel partnership: since 2017, CWP has been endorsed by the Medical Society of the State of New York (MSSNY) to deliver insurance benefits to its physician and healthcare-professional members via a dedicated portal. The firm is positioned as a relationship-led, mid-market brokerage rather than a technology or insurtech platform.
Creative Wealth Planning firmographics
Firmographics- Name
- Creative Wealth Planning
- Legal name
- Creative Wealth Planning, LLC
- Website
- https://creativewealthplanning.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Creative Wealth Planning is a privately held, founder-owned independent insurance agency in Lake Success, NY (with a Boca Raton, FL office) that brokers medical, dental, vision, life, disability, long-term care, and Medicare products to individuals, self-employed clients, and small-to-mid-size employer groups of 2–500 employees, primarily via direct advisory sales and an exclusive MSSNY member endorsement channel.
- Ownership category
- akta.pro rank
Creative Wealth Planning industry classification
Industry- Product category
- Insurance Brokerage Services
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411), Health and Welfare Funds (525120)
- SIC
- Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Life Insurance (6311)
- akta.pro industry
- Medicare Advantage (MA) Plans
Keywords
Where Creative Wealth Planning is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Creative Wealth Planning business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Commission Revenue: Revenue generated through commissions from insurance carrier partnerships. As an independent agency, CWP earns commissions on insurance products sold including medical, dental, vision, life, disability, long-term care, and Medicare supplements. Agents are licensed and appointed by major carriers including Aetna, CIGNA, Humana WellCare, and AARP/UnitedHealthCare products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | MSSNY Member Medical Insurance - Single coverage |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Creative Wealth Planning product offering
Product offeringCore offering
Creative Wealth Planning is an independent insurance agency that brokers a full suite of insurance and employee benefit products—including group and individual medical, dental, vision, life, disability, long-term care, Medicare supplements and Medicare Advantage—through licensed agents appointed with major carriers. The firm serves individual consumers (including self-employed/sole proprietors and Medicare beneficiaries) and small-to-mid-size employer groups of 2 to 500 employees, with an exclusive endorsement from the Medical Society of the State of New York (MSSNY) providing niche access to medical professionals.
Product overview
Creative Wealth Planning is an independent insurance agency offering a comprehensive portfolio of insurance products and employee benefits. The core offering consists of major insurance verticals—Medical, Dental, Vision, Life, Disability, Long-Term Care, and Medicare insurance—available for individuals, self-employed/sole proprietors, and groups of 2-500 employees. These core products are supplemented with benefit administration tools including Flexible Spending Arrangements (FSA), Health Savings Accounts (HSA), Transit & Parking Benefits, and Dependent Care Insurance. The company also offers hospital cash plans and a full suite of additional employee benefit products including prescription drug coverage, key man insurance, qualified retirement plans, and voluntary benefits. All products are distributed through carrier partnerships with major insurers including Aetna, CIGNA, Humana WellCare, and United HealthCare/AARP.
Differentiator
Problem solved
Functional benefit
Products and services
- Medical Insurance Group and individual medical insurance providing coverage for prescriptions, doctor visits, emergency room visits, and hospital stays, brokered through multiple major carriers for individuals, self-employed clients, and groups of 2 to 500 employees.
- Dental Insurance Dental insurance covering preventative, basic, and major services including cleanings, fillings, x-rays, root canals, implants, caps, dentures, and additional dental expenses, for individuals and employer groups.
- Vision Insurance Coverage for routine eye health expenses including eye exams, contact lens fittings, contact lenses, and eyeglass lenses and frames.
- Life Insurance Life insurance protecting against loss of income if the insured passes away, offered in multiple structures including Term, Universal Life, Hybrid Universal Life with Long-Term Care rider, Guaranteed Universal Life, Indexed Universal Life, and Whole Life.
- Disability Income Replacement Insurance Income protection for individuals who become disabled for an extended period and cannot work, covering short-term and long-term disability.
- Long-Term Care Insurance Insurance coverage for nursing home care, home health care, and personal or adult day care to protect retirement income from long-term care expenses.
- Medicare Supplement & Medicare Advantage Plans MediGap plans supplementing basic Medicare coverage, Medicare Advantage plans providing Part A and Part B benefits through private companies contracting with Medicare, and Part D drug plans.
- MSSNY-Endorsed Member Insurance Benefits Exclusive insurance benefits package for Medical Society of the State of New York (MSSNY) members, including medical, dental, vision, hospital cash, accident, critical illness, and pet insurance, served through a dedicated member portal.
Quantifiable outcome
- Over 40 years of industry experience serving clients
- +2 more outcomes
Companies that use Creative Wealth Planning
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Creative Wealth Planning technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Creative Wealth Planning partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Medical Society of the State of New York (MSSNY)coreMSSNY has endorsed Creative Wealth Planning LLC to offer their members a variety of insurance coverage, including medical, dental, vision, hospital cash, accident, critical illness, pet insurance, and more. CWP operates a dedicated portal (mssny.creativewealthplanning.com) for MSSNY member benefits. This endorsement provides exclusive access to New York medical professionals.
- AetnacoreInsurance carrier partnership for medical insurance products. CWP agents are licensed and appointed to sell Aetna products including medical plans and Medicare Advantage.
- CIGNAcoreInsurance carrier partnership for medical insurance products. CWP agents are licensed and appointed to sell CIGNA products including medical plans and Medicare coverage.
- Humana WellCareminorInsurance carrier partnership for Medicare-related products. CWP agents are licensed and appointed to sell Humana WellCare Medicare products.
- AARP / UnitedHealthCarecoreInsurance carrier partnership for Medicare Supplement and Medicare Advantage products. CWP offers AARP/UnitedHealthCare products including Medicare Supplements, Part D Drug Plans, and Medicare Advantage Plans.
- Empire BlueCross BlueShieldcoreInsurance carrier partnership for Medicare Supplement products. CWP offers Empire BC/BS Plan F Medicare Supplement option.
- Professional Employer Organizations (PEOs)minorCWP has established relationships with PEOs as a cost-savings strategy, bundling small groups together to enable small businesses to get lower, large-group rates.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Creative Wealth Planning competitors and assessment
Company assessmentDirect peers
- eHealth: Online health insurance marketplace offering Medicare, ACA, and ancillary health products to individuals and families. Competes with CWP for individual health and Medicare shoppers, though CWP's model is more advisory-led and agent-driven.
- SelectQuote: Public insurance distribution company that sells Medicare Advantage, Medicare Supplement, life, auto, and home insurance primarily to seniors through a call-center-led model. Comparable to CWP's commission-based distribution of senior-market insurance products, though at substantially greater scale.
- Benefytt Technologies: Insurance distribution and technology platform marketing health, Medicare, and ancillary products through digital and agent channels. Overlaps with CWP's distribution of Medicare Advantage and supplemental health products to consumers.
- HealthMarkets Insurance Agency: Independent insurance agency network connecting individuals, families, and small businesses with carriers across medical, Medicare, life, and supplemental products. Closest peer to CWP in terms of independent agency structure serving small groups and individuals.
- GoHealth: Medicare-focused insurance marketplace that connects consumers with Medicare Advantage, Medicare Supplement, and prescription drug plans through a hybrid online-and-agent model. Directly overlaps with CWP's Medicare distribution model and MSSNY-style partner-led approach.
Emerging players
- Hilb Group: Middle-market insurance agency operating through acquired local agencies offering commercial, personal, and employee benefits. Comparable to CWP in the small-mid-market employee benefits and group insurance space, with a roll-up growth model.
Broad incumbents
- Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm serving mid-market and enterprise clients across commercial, employee benefits, and wealth advisory lines. Operates in the same insurance distribution space as CWP but at vastly greater scale and broader portfolio.
- USI Insurance Services: Mid-market-focused insurance brokerage and employee benefits consulting firm. Directly comparable to CWP's mid-market group benefits and advisory model, though at significantly larger scale and with PE backing.
- Hub International: North American insurance brokerage providing property, casualty, employee benefits, and personal lines. Overlaps with CWP in the small-to-mid-market employee benefits distribution space.
- Brown & Brown, Inc. Insurance brokerage and risk management firm with a large employee benefits division serving mid-market employer groups. Comparable to CWP in the group benefits distribution space but with national scale and acquisition-driven growth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Creative Wealth Planning social profiles
Digital presenceCreative Wealth Planning financial estimates
Financial estimateRevenue estimate
Valuation estimate
Creative Wealth Planning leadership team
Management profileNumber of profiles
Profiles2 records
Creative Wealth Planning funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Creative Wealth Planning M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Creative Wealth Planning
What does Creative Wealth Planning do?
Creative Wealth Planning is an independent insurance agency that brokers a full suite of insurance and employee benefit products—including group and individual medical, dental, vision, life, disability, long-term care, Medicare supplements and Medicare Advantage—through licensed agents appointed with major carriers. The firm serves individual consumers (including self-employed/sole proprietors and Medicare beneficiaries) and small-to-mid-size employer groups of 2 to 500 employees, with an exclusive endorsement from the Medical Society of the State of New York (MSSNY) providing niche access to medical professionals.
Is Creative Wealth Planning a public or private company?
Creative Wealth Planning is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Creative Wealth Planning founded?
Creative Wealth Planning was founded in 1980. It employs 11 to 50 people.
Where is Creative Wealth Planning based?
Creative Wealth Planning is headquartered in New York, United States, in the North America region.
How does Creative Wealth Planning make money?
One revenue line is on record: insurance Commission Revenue.
Who are Creative Wealth Planning's main competitors?
Direct peers on record are eHealth, SelectQuote, Benefytt Technologies, HealthMarkets Insurance Agency and GoHealth. Hilb Group is listed as an emerging player. Broad incumbents are Arthur J. Gallagher & Co., USI Insurance Services, Hub International and Brown & Brown, Inc..
Does Creative Wealth Planning have an API?
No public API is recorded for Creative Wealth Planning.
What industry is Creative Wealth Planning in?
Creative Wealth Planning's product category is Insurance Brokerage Services. Its primary akta.pro industry code is FSAIAGAA, Medicare Advantage (MA) Plans. Its NAICS code is 52411 and its SIC code is 6411.