Advisors Financial Group

What Advisors Financial Group does

Advisors Financial Group, operating under the trade name Simplicity AFG since a 2023 rebrand, is a Raleigh, North Carolina-based wholesale distribution business for financial products and services. The company was acquired by Simplicity Group Holdings in February 2021 as the 19th distribution business to join the platform, with principal Greg Patterson transitioning to partner and shareholder. It serves independent financial professionals — including investment advisors, insurance agents, CPAs, attorneys, and financial institutions — by providing access to guaranteed income (annuity), long-term care protection, and life insurance products, plus advanced case design and sales support.

The company's core technology is a proprietary multi-module Digital Sales Platform with four integrated storytelling modules (Accumulation, Wealth Transfer, Income, and Tax-Free Retirement) that enables advisors to educate consumers on holistic financial planning through life insurance using only six client inputs, with direct carrier quoting and proposal delivery integration. Complementary offerings include F&G ExecuDex — a Fixed Index Universal Life Insurance product featuring InstApproval real-time underwriting with no medical examination required — and the Sawtooth Solutions Unified Managed Accounts platform (acquired September 2021) providing access to hundreds of third-party asset managers. The platform is supported by recurring training and marketing services, including the Advisor Growth Forum, Advanced Sales Training, Simplicity University, and Wealth Forum events, plus branding, digital, and presentation marketing services.

Advisors Financial Group generates revenue primarily through transaction fees on distributed annuity, life insurance, LTC, and UMA products, with secondary revenue from professional marketing services. The go-to-market is exclusively channel-partner-led, operating as an open-architecture wholesale distributor with no direct retail consumer relationships. The entity functions as a subsidiary within Simplicity Group's broader 28+ distribution business network, benefiting from shared group resources while retaining local management autonomy.

Name

Advisors Financial Group

Legal name

Advisors Financial Group

Website

https://afgadvisor.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Advisors Financial Group (now Simplicity AFG) is a Raleigh, NC-based wholesale distributor of annuity, life insurance, long-term care, and UMA investment products serving independent financial advisors, insurance agents, CPAs, attorneys, and financial institutions, operating as a subsidiary within Simplicity Group's distribution network.

Ownership category

akta.pro rank

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Annuity Distribution: Distribution of annuity products to independent advisors and agents through partnership channels. Provides access to guaranteed income products.
2. Life Insurance Distribution: Distribution of life insurance and long-term care protection products. Includes fixed index universal life insurance with real-time underwriting capabilities.
3. Wealth Management Platform Distribution: Unified Managed Accounts (UMA) platform distribution through Simplicity network, serving individual wealth advisors to large banks and broker-dealers.
4. Marketing Services: Branding services (logo design, business stationery, banners, brochures), digital services (website, custom videos, social media content), and turnkey presentation materials for advisors.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Advisors Financial Group (Simplicity AFG) distributes guaranteed income annuity products, long-term care protection, and life insurance strategies to independent financial professionals, including investment advisors, insurance agents, CPAs, attorneys, and financial institutions. Distribution is supported by a proprietary Digital Sales Platform with interactive visual storytelling modules for accumulation, wealth transfer, income, and tax-free retirement, plus marketing services and training programs that help advisors educate clients and shorten the sales cycle.

Product overview

Simplicity AFG (formerly Advisors Financial Group) operates as a financial products distribution company within the Simplicity Group family. The core offering includes a Digital Sales Platform with four integrated modules (Accumulation, Wealth Transfer, Income, and Tax-Free Retirement) that enable advisors to educate clients on holistic financial planning through life insurance. The product portfolio spans fixed index universal life insurance products (F&G ExecuDex), unified managed account technology (Sawtooth Solutions acquired 2021), and comprehensive marketing services including branding, digital, and presentation solutions. Training offerings include the Advisor Growth Forum, Advanced Sales Training, Simplicity University, and Wealth Forum events. The company supports independent financial advisors, insurance agents, CPAs, attorneys, and financial institutions with guaranteed income products, long-term care protection, and life insurance strategies.

Differentiator

Problem solved

Functional benefit

Products and services

• Simplicity AFG Distribution Platform Wholesale distribution platform that supplies independent investment advisors, insurance agents, CPAs, attorneys, and financial institutions with guaranteed income annuity products, long-term care protection, and life insurance strategies for holistic wealth management, estate planning, business continuation, and retirement planning.
• Digital Sales Platform

Quantifiable outcome

• 64% production growth for AST attendees from 2020 to 2021
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core.

• Oxbow Marketing CompanycoreOthers · 6 October 2021Ohio-based wholesale distributor of industry-leading life and annuity products. Led by Robb Daugherty, becomes 28th company and 10th acquisition of 2021 to join Simplicity. In business for over 35 years.
• Sawtooth Solutions, LLCcoreOthers · 14 September 2021Minneapolis-based leading provider of unified managed account investment solutions to independent wealth advisors. Provides access to hundreds of leading third-party asset managers with model investment portfolios. Tech-enabled platform serving individual advisors to large banks and broker-dealers.
• Advisors Resource, LLCcoreOthers · 9 August 2021Minneapolis-based leading provider of insurance, annuity and LTC products. Founded in 2006, becomes 26th distribution business to join Simplicity. Partners Tim Mastel, Dave Wohlwend, and Tom Burns continue day-to-day management.
• Insurance Network America (INA)coreOthers · 15 June 2021Leading provider of insurance solutions for over 30 years. Resource for independent agents for life insurance, annuities, long-term care, and employee benefits. 24th organization to join Simplicity. Lauri Beck becomes partner and assumes full management.
• Guardian Financial GroupcoreOthers · 6 May 2021Provides specialized financial planning tailored to unique needs of religious leaders and families. 23rd organization to join Simplicity. Jerry Whitley becomes partner. Maintains offices in Mansfield, Texas serving clients nationwide.
• F&G (Fidelity & Guaranty Life Insurance Company)coreStrategic or Co-development Partner · 22 April 2021Strategic partnership with F&G to launch ExecuDex, a Fixed Index Universal Life Insurance product featuring InstApproval real-time underwriting. F&G supports with enhanced processing capabilities and provides the InstApproval technology for instantaneous coverage decisions.
• American Financial NetworkcoreOthers · 20 April 2021Specialty life and annuity insurance distribution business. 22nd organization to join Simplicity. Gregory E. Nemec and Greg A. Nemec become partners and shareholders. Transaction closed effective March 31, 2021.
• Sunderland GroupcoreOthers · 15 April 2021One of the longest-standing health, life and annuity distribution businesses in the independent space with over five decades of service. 21st organization to join Simplicity. Brad and Derek Sunderland become partners.
• Lenz Financial GroupcoreOthers · 13 April 2021Portland-based national full-service brokerage distributing life, annuity and long-term care insurance products. Founded in 1988. 20th organization to join Simplicity. John Lenz becomes partner. Over 50 offices nationwide.
• Producer Resources Inc.coreOthers · 19 January 2021Independent producer group and specialty life insurance distribution business. Founded in 2014. 18th organization to join Simplicity. Michael Kasula becomes Principal. High-touch boutique distribution specializing in life insurance.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Advisors Financial Group