USI Affinity

What USI Affinity does

USI Affinity, Inc. is a privately held insurance program administrator headquartered in Newtown Square, Pennsylvania, that operates primarily as the exclusive insurance and financial services partner to the American Bar Association under the "ABA Insurance Program" brand. The company markets and administers insurance programs for more than 400 professional and trade associations nationwide, with a stated member reach of more than 20 million, and reports more than 4,500 employees (firmographics list 251-500 for the Affinity entity specifically). Its portfolio spans four product categories: Health Insurance (individual medical, dental/vision, long-term care, Medicare supplement), Life and Disability Insurance (term life, individual and group disability, AD&D, business overhead expense, critical illness), Personal Programs (identity theft, pet, travel, air medical evacuation, student loan refinancing and origination), and Firm Products (group medical, group Medicare, cyber liability, employment practices liability, supplemental executive benefits, group identity protection). Distribution is B2B2C: USI Affinity aggregates more than 15 carrier partners (MetLife, Travelers, Principal, Prudential, Chubb, Berkley Select, SoFi, eHealth, SimplyInsured, Hartville, AirMed, Generali, and others) and connects them to ABA members via a web-based marketplace, dedicated toll-free licensed-agent phone lines, and partner-carrier enrollment platforms.

The company's revenue model is commission-based, earned as a licensed insurance producer on policies placed through carrier partners, supplemented by administrative fees for program management across association clients. Pricing varies materially by product line, ranging from $93-per-year travel insurance and $175-per-year AirMed memberships to $15,000-per-month business overhead expense disability coverage and $10 million personal umbrella policies. USI Affinity's competitive positioning rests on the exclusive ABA relationship, the collective buying power of the association membership base (which enables group-rated pricing and guaranteed-acceptance products unavailable on the individual market), and a portable coverage design intended to retain members across career transitions and firm changes. The platform is built on standard web technology with quote-comparison tools, calculator widgets, and an editorial Education Center; no proprietary AI, ML, or data-flywheel capabilities are documented.

Strategic posture is that of a mature, channel-anchored affinity benefits administrator rather than a technology-led disruptor. Recent product moves have extended the platform up-market into firm-level cyber liability, EPLI, and group medical insurance and laterally into financial services through a SoFi student lending partnership, but no acquisitions, funding events, leadership changes, or geographic expansion outside the U.S. are disclosed in the source data.

Name

USI Affinity

Legal name

USI Affinity, Inc.

Website

https://abainsurance.com

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

251–500 employees

Short description

USI Affinity is a privately held insurance program administrator that operates the exclusive ABA Insurance Program for American Bar Association members, aggregating more than 25 product lines from 15+ carrier partners and serving over 400 associations representing 20M+ members across the United States.

Ownership category

akta.pro rank

Product category

Insurance Program Administration

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)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Insurance program administration
• Association insurance brokerage
• Group insurance benefits
• Lawyer insurance products
• Personal insurance services

Headquarters

HQ city

Newtown Square

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: USI Affinity serves as a licensed insurance producer and administrator, earning commissions from insurance carriers for placing coverage. Compensation is based on commission paid by insurers, with additional compensation from insurers and intermediaries based on volume and profitability factors.
2. Association Membership Benefit Administration: Administrative services for managing insurance programs for over 400 associations representing more than 20 million members

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

USI Affinity operates as a licensed insurance producer and program administrator, marketing and administering insurance programs primarily for American Bar Association (ABA) members under the "ABA Insurance Program" brand. The company aggregates health, life, disability, personal lines, and firm-level insurance products through carrier partnerships with MetLife, Travelers, Principal, Chubb, Prudential, Berkley Select, SoFi, Hartville, AirMed, eHealth, and others, earning commissions from carriers for placing coverage and providing licensed-agent consultation, online quoting, and enrollment services.

Product overview

USI Affinity operates the ABA Insurance Program, a comprehensive insurance aggregator and member benefits platform serving American Bar Association members. The portfolio includes Health Insurance (Individual Medical, Dental & Vision, Long-Term Care, Medicare Supplement), Life & Disability Insurance (Life Insurance, Individual Disability, Group LTD, AD&D, Business Overhead Expense, Critical Illness), Personal Programs (Identity Theft Protection, Pet Insurance, Travel Insurance, Air Medical Evacuation, Student Loan Refinancing/Private Loans), and Firm Products (Group Medical, Group Medicare, Cyber Liability, EPLI, Supplemental Executive Benefits, Group Identity Protection). Auto, Home, and Umbrella coverage is provided through Travelers and Chubb. The platform connects members with insurance carriers including MetLife, Principal, Fidelity Life, Prudential, Chubb, SoFi, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual & Family Medical Insurance Health insurance for ABA member individuals and families, provided through the ABA Member Health Exchange powered by eHealth, allowing members to browse, compare, and purchase individual/family medical plans including subsidy-eligible and short-term options.
• Dental & Vision Insurance Dental and vision coverage provided through MetLife with three plan choices, orthodontia coverage, preventive care at 100%, and access to a national provider network, offered to ABA members.
• Long-Term Care Insurance Long-term care insurance program administered through Long-Term Care Resources offering comprehensive LTC plans with group buying power discounts for ABA members.
• Medicare Supplement Insurance Medicare supplement coverage and enrollment guidance provided through Health65, offering resources for ABA members age 63 and older to understand Medicare enrollment options.
• Life Insurance (Term, Level Term, ART 50+) Group life insurance products including Annual Renewable Term Life Insurance, Level Term 10/20/30-Year Life Insurance, and ART Life 50+, offered through Fidelity Life Insurance with coverage amounts from $10,000 to $3,000,000.
• Individual Disability Insurance Individual disability insurance through Principal offering up to $20,000 per month in coverage with a 10% ABA member discount, non-cancelable policies with guaranteed premium rates to age 65, for ABA member lawyers.
• Group Long Term Disability Insurance Group disability income insurance through MetLife with One-Step Express (up to $6,000/month for ages 54 and under) and Standard Issue (up to $12,000/month for under age 65) plans for ABA member law firms.
• Accidental Death & Dismemberment (AD&D) Insurance Voluntary AD&D insurance through MetLife providing up to $500,000 in coverage for ABA members age 64 and under, with additional benefits for seat belt use, air bags, and common carrier travel.
• Business Overhead Expense Insurance Business overhead expense insurance through MetLife covering firm expenses (rent, salaries, utilities, insurance premiums) if the owner incurs a covered disability, with Standard Issue up to $15,000/month and One-Step Express up to $6,000/month.
• Critical Illness Insurance Critical illness insurance through Prudential offering up to $40,000 coverage for ABA members and spouses, and up to $20,000 for children, with guaranteed acceptance and lump-sum payments within seven business days of diagnosis.
• Identity Theft Protection 360-degree identity theft protection through Rapid ID Recovery (Generali Global Assistance) offering prevention, monitoring, alerts, and resolution services with 24/7 certified specialists and up to $1 million identity protection insurance.
• Pet Insurance Pet insurance through Hartville covering accidents, illnesses, cancer treatment, ER care, chronic conditions, diagnostic testing, alternative therapies, preventive care, and dental care with member discounts.
• Student Loan Refinancing Student loan refinancing through SoFi offering 0.25% rate discount for ABA members, with no application or origination fees, available for undergraduate, law school, and other educational loans.
• Private Student Loans Private student loans through SoFi for college, grad school, law school, and MBA with zero fees, $250 principal reduction for ABA members, and flexible repayment options.
• Travel Insurance (Trip Care Complete) Travel insurance through Trip Care Complete offering trip cancellation protection up to 100%, trip interruption up to 150%, and 24/7 emergency assistance, underwritten by Starr Indemnity & Liability Company.
• Voyager Annual Travel Insurance Annual travel insurance plan covering unlimited trips during the 364-day policy period, with domestic and international coverage up to 90 days each, starting at $93 per year.
• Air Medical Evacuation (AirMed) Air medical evacuation membership through AirMed offering worldwide air ambulance, medical repatriation, 24/7 medical hotline, security assessments, and mortal remains transportation. Individual plan at $175/year, family plan at $300/year.
• Auto & Home Insurance Auto and home insurance through Travelers offering exclusive ABA member discounts, coverage options including accident forgiveness, roadside assistance, new car replacement, and 24/7 claims service.
• Personal Umbrella Insurance Personal group umbrella insurance through Chubb providing $1 to $10 million in liability protection, including $1M uninsured/underinsured motorist coverage, $100,000 kidnap and ransom coverage, and $25,000 identity fraud coverage.
• Group Medical Insurance Group health insurance for ABA member law firms through SimplyInsured enabling instant comparison of all group medical options with side-by-side rankings, instant quotes, and 100% online enrollment.
• Group Medicare Program Group Medicare program providing Medicare concierge services and exclusive group plans for Medicare-eligible retirees, offering group buying power for ABA member law firms of any size.
• Cyber Liability Insurance Cyber liability insurance designed for ABA member law firms with comprehensive coverage including third-party and first-party coverage, ransomware up to full policy limit, eCrime/social engineering up to $250,000, and risk management services through a Knowledge Center.
• Employment Practices Liability Insurance (EPLI) Employment practices liability insurance through Berkley Select offering coverage for discrimination, harassment, wrongful termination, and retaliation claims, with limits up to $5 million and ABA member discounts, for ABA member law firms.
• Supplemental Executive Benefits Consultation Consultation services for non-medical insurance (disability and life) plans for ABA member law firms, including comprehensive review, contract analysis, peer benchmarking, and cost audits.
• Group Identity Protection Group identity theft protection through Generali Global Assistance offering deep/dark web monitoring, credit monitoring, suspicious activity alerts, and up to $1 million identity protection insurance for ABA member law firms.

Quantifiable outcome

• 10% discount on individual disability insurance for ABA members
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

17 partnerships are on record, tiered core and secondary.

• MetLifecoreChannel Partner/ Reseller/ DistributorMetLife provides dental and vision insurance plans through the ABA Insurance Program. Offers three plan choices at competitive group rates including orthodontia coverage, preventive care at 100%, and access to MetLife's mobile app for claims management.
• Travelers InsurancecoreChannel Partner/ Reseller/ DistributorTravelers offers auto and home insurance to ABA members with exclusive savings not available to the general public. Rated A++ by A.M. Best with 170+ years of experience.
• Principal FinancialcoreChannel Partner/ Reseller/ DistributorPrincipal provides individual disability insurance for ABA members with 10% member discount, non-cancelable policies with guaranteed premium rates, and coverage up to $20,000 per month for eligible lawyers.
• Prudential Insurance Company of AmericacoreChannel Partner/ Reseller/ DistributorPrudential provides critical illness insurance for ABA members with guaranteed acceptance, coverage up to $40,000 for members and spouses, and lump-sum payments within seven business days of diagnosis.
• Berkley SelectcoreChannel Partner/ Reseller/ DistributorBerkley Select provides Employment Practices Liability Insurance (EPLI) for law firms of all sizes with limits up to $5 million, ABA member discounts, and comprehensive risk management services.
• ChubbcoreChannel Partner/ Reseller/ DistributorChubb underwrites the ABA Personal Group Umbrella Insurance Plan providing $1M-$10M in personal liability protection. Rated A++ (Superior) by A.M. Best. Also provides EPLI coverage through Chubb.
• Hartville Pet InsurancesecondaryChannel Partner/ Reseller/ DistributorHartville Pet Insurance provides pet insurance coverage for accidents, illnesses, cancer treatment, ER care, and preventive care through the ABA member benefit program.
• SoFi (Social Finance)coreChannel Partner/ Reseller/ DistributorSoFi provides student loan refinancing and private student loans for ABA members. Offers 0.25% rate discount for ABA members, zero fees, and $250 principal reduction on private student loans.
• AirMedsecondaryChannel Partner/ Reseller/ DistributorAirMed provides global air ambulance and medical evacuation services for ABA members including worldwide evacuation, repatriation to hospital of choice, and 24/7 medical hotline.
• Generali Global AssistancecoreChannel Partner/ Reseller/ DistributorGenerali provides 360-degree identity theft protection for ABA members including prevention, monitoring, alerts, and resolution services, plus up to $1 million identity protection insurance.
• eHealthcoreChannel Partner/ Reseller/ DistributoreHealth provides the ABA Member Health Exchange for browsing and purchasing individual and family health insurance plans with online tools, free quotes, and licensed agent support available 24/7.
• SimplyInsuredcoreChannel Partner/ Reseller/ DistributorSimplyInsured provides group medical insurance comparison platform for ABA member law firms enabling instant quote comparison, side-by-side rankings on price and quality, and 100% online enrollment.
• Health65secondaryChannel Partner/ Reseller/ DistributorHealth65 provides Medicare supplement program guidance and plan access for ABA members age 63 and older, with resources including Turning 65 Guide Map.
• Long Term Care ResourcessecondaryChannel Partner/ Reseller/ DistributorLong Term Care Resources partners with ABA Insurance to offer comprehensive LTC insurance program with special member discounts and access to top carriers.
• Starr Indemnity & Liability CompanysecondaryChannel Partner/ Reseller/ DistributorStarr Indemnity underwrites the Trip Care Complete travel insurance plan for ABA members with pandemic coverage included and up to 150% trip interruption recovery.
• Fidelity Life InsurancesecondaryChannel Partner/ Reseller/ DistributorFidelity Life Insurance is a brand partner providing life insurance products through the ABA Insurance Program.
• USI Travel Insurance ServicessecondaryChannel Partner/ Reseller/ DistributorUSI Travel Insurance Services provides travel insurance products including Voyager Annual Travel Insurance plan for frequent travelers.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Brown & Brown: Large national insurance brokerage with affinity and program administration capabilities across commercial, personal, and employee benefits lines. Comparable aggregator/broker structure though diversified across many verticals.
• Hub International: Major North American insurance brokerage offering personal, commercial, and benefits products with affinity and association clients. Comparable multi-line broker model but broader geographic and product scope.
• USI Insurance Services: Parent/affiliated brokerage platform of USI Affinity, one of the largest U.S. insurance brokerages. Operates broadly across commercial P&C, benefits, and personal lines, sharing the USI brand and distribution infrastructure with USI Affinity.
• Lockton: Largest independent insurance brokerage globally with affinity and association practice capabilities. Comparable carrier-agnostic broker model though broader in scope than USI Affinity's niche focus.

Direct peers

• Aon Affinity: Affinity insurance practice within Aon, designing, underwriting, and administering insurance and benefit programs for associations, professional groups, and member-based organizations — directly comparable business model to USI Affinity.
• Arthur J. Gallagher Affinity: Gallagher's affinity practice administers insurance and benefit programs for associations and member-based organizations, providing the most direct competitive overlap with USI Affinity's association-program model.
• Association Member Benefits Advisors: Insurance program administrator working exclusively with associations and member-based organizations to deliver group insurance and member benefits. Direct overlap with USI Affinity's affinity distribution business.
• Forrest T. Jones & Company: Specialized affinity insurance program administrator serving federal employee associations and professional groups. Highly comparable niche-scale affinity administrator with a similar member-benefit distribution model.
• AMBA (American Medical Benefits Association): Affinity insurance program administrator focused on medical and healthcare professional associations, offering supplemental health, life, and disability coverage through carrier partnerships — comparable vertical affinity model.
• Marsh Affinity: Affinity and association insurance program practice of Marsh McLennan, the world's largest insurance broker. Operates affinity programs for professional and trade associations globally, the closest large-scale analog to USI Affinity's model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AmBarInsure

Revenue estimate

Valuation estimate

Number of profiles

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 USI Affinity