Affinity Benefits Group
Affinity Benefits Group is an independent insurance agency founded in 2011 in Concord, NC, led by Bobby Jones. It represents 10 carriers and 48 products across health, Medicare, life, dental, vision, and annuities, serving individual consumers in NC, SC, GA, and FL.
- Company typePrivate
- Founded2011
- HeadquartersConcord, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Affinity Benefits Group does
Affinity Benefits Group is an independent insurance agency founded in 2011 and headquartered in Concord, North Carolina. The firm operates as a licensed brokerage serving individual consumers and small groups across the Southeastern United States, with active insurance licenses in North Carolina, South Carolina, Georgia, and Florida. The agency's owner and President is Bobby Jones, and the firm is privately held and founder-controlled with no outside funding.
The agency distributes products on behalf of 10 insurance carrier organizations, offering 48 distinct products spanning health insurance, Medicare Parts A through D, life insurance (whole life, universal life, and final expense), dental and vision coverage, and annuities. This breadth is positioned as the core of the agency's value proposition: as an independent broker, it is not captive to a single carrier and can match clients across carriers and product types, including the Medicare-eligible population.
Revenue is generated through insurance commissions on policies placed with the 10 partner carriers. Go-to-market is primarily direct-to-consumer, with Bobby Jones acting as the principal face of the agency. Distribution is largely relationship-driven and geographically anchored to the Concord/Cabarrus County region, supplemented by multi-state licensing that allows the agency to serve clients relocating or living across NC, SC, GA, and FL. The firm is a member of the Cabarrus Regional Chamber of Commerce and operates without disclosed technology infrastructure, AI/ML tools, or external investment.
Affinity Benefits Group firmographics
Firmographics- Name
- Affinity Benefits Group
- Legal name
- Affinity Benefits Group, Inc.
- Website
- https://affinitybenefitsgroup.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Affinity Benefits Group is an independent insurance agency founded in 2011 in Concord, NC, led by Bobby Jones. It represents 10 carriers and 48 products across health, Medicare, life, dental, vision, and annuities, serving individual consumers in NC, SC, GA, and FL.
- Ownership category
- akta.pro rank
Affinity Benefits Group industry classification
Industry- Product category
- Insurance Brokerage Services
- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)
- akta.pro primary industry
- Medicare Dental & Vision (MA Embedded & Supplemental) (FSAIAHAJ)
- akta.pro secondary industry
- Commercial Vision Insurance Plans (Employer-Sponsored) (HLAEAJAA)
Keywords
Where Affinity Benefits Group is headquartered
LocationHeadquarters
- HQ city
- Concord
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Affinity Benefits Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Insurance Commissions: The agency earns commissions from insurance product sales, representing 10 insurance carrier organizations offering 48 products including health insurance, Medicare plans, life insurance, dental/vision, and annuities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Health Insurance Plans - Individual & Family |
| Other | Monthly | Medicare Plans - Parts A, B, C, & D |
| Other | Monthly | Life Insurance - Whole, Universal, & Final Expense |
| Other | Monthly | Dental & Vision Plans |
| Other | Multi-year contract | Annuities |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Affinity Benefits Group product offering
Product offeringCore offering
Affinity Benefits Group is an independent insurance agency that sells health insurance (individual and family), Medicare plans (Parts A, B, C, & D), life insurance (whole, universal, and final expense), dental and vision plans, and annuity products. The agency is contracted with 10 'A' rated insurance carriers offering 48 products in its licensed service area of North Carolina, South Carolina, Georgia, and Florida.
Product overview
Affinity Benefits Group operates as an independent insurance agency offering a portfolio of insurance and retirement planning products. The company provides Health Insurance (Individual & Family Plans), Medicare Plans (Parts A, B, C, & D), Life Insurance (Whole, Universal, & Final Expense), Dental & Vision Insurance, and Annuities. These products are offered as individual insurance solutions rather than a unified technology platform, with the agency acting as a broker representing 10 insurance carrier organizations offering 48 products in the service area. The company assists clients with retirement income planning, legacy and estate planning, and offers personalized guidance to find affordable solutions for families and small businesses.
Differentiator
Problem solved
Functional benefit
Products and services
- Health Insurance (Individual & Family Plans) Health insurance coverage packages for individuals and families, ranging from basic to comprehensive coverage options, sourced from 10 contracted 'A' rated insurance carriers.
- Medicare Plans (Parts A, B, C, & D) Medicare coverage options including Original Medicare, Medicare Advantage, Medicare Supplement, and Prescription Drug Plans for individuals transitioning to or already enrolled in Medicare.
- Life Insurance (Whole, Universal, & Final Expense) Life insurance products providing financial protection and peace of mind for families, including whole life, universal life, and final expense policies.
- Dental & Vision Insurance Preventative dental and vision care coverage plans designed to help maintain health and manage preventative care costs.
- Annuities Retirement planning products offering guaranteed income streams for individuals preparing for retirement, including legacy and estate planning review.
Companies that use Affinity Benefits Group
Customer profileSegments6 records
Ideal customer profiles4 records
Affinity Benefits Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Affinity Benefits Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Industry Insurance Carriers (10 Organizations)coreAffinity Benefits Group is contracted with 10 insurance carrier organizations offering 48 products. These include health insurance, Medicare plans, life insurance, dental/vision, and annuity products. The agency represents 'A' rated carriers, indicating strong financial stability of carrier partners.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Affinity Benefits Group competitors and assessment
Company assessmentEmerging players
- EverQuote: Online insurance marketplace connecting consumers with agents and carriers across auto, home, and life — adjacent technology-enabled lead generation model competing for the same independent-agent customer acquisition channel.
Direct peers
- SelectQuote: Direct-to-consumer insurance distributor with strong Medicare focus, selling policies from multiple carriers via phone and online channels — analogous D2C/distributed-agent model to Affinity's Medicare-led book.
- eHealth: Online health insurance marketplace offering individual, family, and Medicare plans from multiple carriers — overlapping Medicare and individual-market brokerage with a tech-enabled D2C motion.
- HealthMarkets: National independent insurance agency matching consumers with health, Medicare, life, dental, and supplemental plans from multiple carriers — directly comparable product portfolio and multi-carrier broker model.
- GoHealth: Medicare-focused health insurance distributor partnering with carriers to sell Medicare Advantage, Supplement, and PDP plans via phone and digital channels — directly comparable Medicare distribution model.
- Goosehead Insurance: Independent insurance agency operating through franchise and corporate agents across multiple states, representing numerous carriers for home, auto, life, and other personal lines — comparable multi-carrier independent agency structure.
Broad incumbents
- UnitedHealthcare: Largest U.S. health insurer with dominant Medicare Advantage position; operates its own captive agent/broker channels that compete with independent agencies like Affinity for the same Medicare-eligible households.
- Cigna: Major health and life insurance carrier with Medicare Advantage and Supplement offerings sold partly through independent broker channels like Affinity's — both a carrier partner and competitive force.
- Humana: Major Medicare Advantage carrier and one of the carrier counterparties Affinity likely represents; competes directly with Affinity's role as Medicare broker while also supplying its product shelf.
- State Farm: Large mutual insurer with the country's largest captive independent-agent network offering life, health, and Medicare products — analogous multi-line personal-lines distribution model at massive scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Affinity Benefits Group social profiles
Digital presenceAffinity Benefits Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Affinity Benefits Group leadership team
Management profileNumber of profiles
Profiles1 record
Affinity Benefits Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Affinity Benefits Group 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 Affinity Benefits Group
What does Affinity Benefits Group do?
Affinity Benefits Group is an independent insurance agency that sells health insurance (individual and family), Medicare plans (Parts A, B, C, & D), life insurance (whole, universal, and final expense), dental and vision plans, and annuity products. The agency is contracted with 10 'A' rated insurance carriers offering 48 products in its licensed service area of North Carolina, South Carolina, Georgia, and Florida.
Is Affinity Benefits Group a public or private company?
Affinity Benefits Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Affinity Benefits Group founded?
Affinity Benefits Group was founded in 2011. It employs 11 to 50 people.
Where is Affinity Benefits Group based?
Affinity Benefits Group is headquartered in Concord, United States, in the North America region.
How does Affinity Benefits Group make money?
One revenue line is on record: insurance Commissions.
Who are Affinity Benefits Group's main competitors?
EverQuote is listed as an emerging player. Direct peers are SelectQuote, eHealth, HealthMarkets, GoHealth and Goosehead Insurance. Broad incumbents are UnitedHealthcare, Cigna, Humana and State Farm.
Does Affinity Benefits Group have an API?
No public API is recorded for Affinity Benefits Group.
What industry is Affinity Benefits Group in?
Affinity Benefits Group's product category is Insurance Brokerage Services. Its primary akta.pro industry code is FSAIAHAJ, Medicare Dental & Vision (MA Embedded & Supplemental), with a secondary code of HLAEAJAA, Commercial Vision Insurance Plans (Employer-Sponsored). Its NAICS code is 524210 and its SIC code is 6411.