Jurs Montgomery Brokerage

What Jurs Montgomery Brokerage does

Jurs Montgomery Brokerage, operating under the brand name Simplicity Rochester, is an insurance brokerage general agency headquartered at 3850 Monroe Avenue, Pittsford, New York. The firm is one of more than twenty operating subsidiaries within Simplicity Group, a national financial product distribution platform led by CEO Bruce Donaldson and headquartered in Summit, New Jersey. Jurs Montgomery distributes annuities (FIA, MYGA, VA, RILA, SPIA, DIA), life insurance (IUL, GUL, VUL, Single Premium, Final Expense, Term), and disability and long-term care products to independent financial advisors and agents across the country, with reported group-wide annual sales of $10Bn+ in annuities and $400M+ in life insurance across the Simplicity network.

The company's core offering combines a comprehensive product shelf with proprietary sales technology and back-office support infrastructure. Key proprietary platforms include LifeLink, a term life sales platform delivering a reported 38% lift in conversion through a proprietary product scoring system and consumer-friendly digital interface; Ilia, a digital sales platform powering the Kai-Zen supplemental retirement savings plan; IUL Digital Sales Strategies, a multi-module educational tool integrating life insurance through proprietary software; and ExecuDex, a Fixed Index Universal Life Insurance product co-developed with F&G that delivers instantaneous coverage decisions via InstApproval real-time underwriting without requiring a medical examination. Supporting services include Studio One video production, turnkey educational workshops (MSS, PRP, TAA, Maximizing Social Security), and a cadence of training events (Advisor Growth Forum, Advanced Sales Training, Simplicity University, Wealth Forum).

Jurs Montgomery generates revenue through transaction-based commissions on distributed financial products and service arrangements with independent advisor partners, supplemented by back-office and marketing support services. Pricing is quote-based and varies by client circumstance, product type, and coverage needs, with no publicly disclosed pricing tiers. The go-to-market is exclusively channel-based, relying on independent financial advisors and agents rather than direct-to-consumer distribution. The firm was founded in 2010, employs between 11 and 50 people, and operates as a regional brand within the larger Simplicity Group conglomerate, which executed ten acquisitions in 2021 alone to expand national distribution capacity.

Name

Jurs Montgomery Brokerage

Legal name

Jurs Montgomery Brokerage

Website

https://jursmontgomery.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Jurs Montgomery Brokerage (Simplicity Rochester) is a Pittsford, NY-based insurance brokerage general agency that distributes annuities, life insurance, and disability/LTC products to independent financial advisors nationally as a subsidiary of Simplicity Group.

Ownership category

akta.pro rank

Product category

Insurance Brokerage Services

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210), Portfolio Management and Investment Advice (523940)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industries

Commercial Lines Insurance Brokerage (FSAEADAB), Private Client Custody & Brokerage (Execution, Reporting, Safekeeping) (FSAAABAN)

Keywords

• Insurance brokerage services
• Financial product distribution
• Annuity and life insurance
• Wealth management solutions
• Advisor back-office support

Headquarters

HQ city

Pittsford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Financial Products Distribution: The company generates revenue through distribution of financial products including annuities, life insurance, and investment solutions to independent insurance professionals and financial advisors. Revenue is driven by sales commissions and partnerships with leading insurance companies and wealth managers.
2. Back-Office Support Services: Provides back-office support, marketing services, and operational assistance to advisor partners, generating revenue through service arrangements with independent financial professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Jurs Montgomery Brokerage (Simplicity Rochester) is an insurance brokerage general agency that distributes annuities, life insurance, disability, and long-term care products to independent financial advisors and agents. The firm pairs these products with proprietary sales technology, underwriting expertise, marketing services, and back-office support to help advisors deliver wealth accumulation and protection planning to their clients.

Product overview

Simplicity Rochester (Jurs Montgomery Brokerage) operates as a financial product distribution company offering a comprehensive suite of wealth accumulation and protection solutions. The platform provides annuities (FIA, MYGA, VA, RILA, SPIA, DIA), life insurance (IUL, GUL, VUL, Term, Final expense), and disability/long-term care products. Supporting technology includes the LifeLink term life sales platform with 38% conversion lift, IUL Digital Sales Strategies tools, and Kai-Zen supplemental retirement planning. The company also provides marketing services (Studio One video production, graphic design, digital marketing), turnkey educational workshops, and training events (Advisor Growth Forum, Advanced Sales Training, Simplicity University, Wealth Forum) to support independent financial advisors and agents.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Platform A comprehensive, tech-enabled investment platform featuring proprietary resources, institutional trading capabilities, annuity portfolio integration, and partnerships with leading money managers for client-needs-driven portfolio strategies. Offered to independent financial advisors for client wealth management.
• Annuities A suite of annuity products including Fixed Index Annuity (FIA), Multi-Year Guaranteed Annuity (MYGA), Variable Annuity (VA), Registered Index Linked Annuity (RILA), Single Premium Immediate Annuity (SPIA), and Deferred Income Annuity (DIA) for retirement income and wealth accumulation. Distributed to end clients through independent financial advisors.
• Life Insurance Complete life insurance offering including Permanent Life Insurance (Indexed Universal Life, Single Premium, Guaranteed Universal Life, Variable Universal Life, Final Expense) and Term Life Insurance for death benefit, income replacement, estate planning, business continuity, tax-free retirement income, and wealth transfer. Distributed through independent advisors to individuals and business owners.
• Disability and Long-Term Care Income protection products including Disability Insurance (Business Loan Protection, Business Overhead Expense Coverage, Buy-Sell Agreement, Individual Disability Income Protection, Retirement Protection Plan) and Long-Term Care policies (Asset-based LTC and Traditional LTC). Used by advisors to protect clients' income and retirement assets.
• LifeLink A term life sales platform that transforms and expedites the way life insurance is purchased, from quoting to application to issue, featuring market-leading products, a proprietary product scoring system, a consumer-friendly digital platform, and streamlined client communications. Used by independent advisors to sell term life insurance more efficiently.
• ExecuDex with InstApproval A Fixed Index Universal Life Insurance (FIUL) product featuring real-time underwriting with F&G's InstApproval technology that provides instantaneous coverage decisions without medical examination. Exclusively available through Simplicity Group operating subsidiaries for distribution to end clients.
• Kai-Zen A supplemental retirement savings plan using life insurance to close the retirement income gap and create generational wealth, not subject to traditional retirement plan contribution limits. Distributed to clients via the proprietary Ilia digital sales platform.
• Studio One A video production service that delivers custom video production and customizable educational videos for advisor websites, social media accounts, events, and in-office use. Used by independent financial advisors to support marketing and client education.
• Sales Service and Support End-to-end sales support service for advisor partners, providing innovative sales technology, product education and training, point-of-sale materials, underwriting expertise, case and proposal design, and sales support to streamline business efficiencies and achieve scale.

Quantifiable outcome

• 38% lift in conversion rate for life insurance sales using LifeLink platform
• +3 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Sawtooth Solutions, LLCcoreTechnology or Integration · 14 September 2021Sawtooth Solutions is a leading provider of unified managed account investment solutions to independent wealth advisors, providing access to hundreds of leading third-party asset managers and model investment portfolios. Their tech-enabled platform delivers institutional-quality operating services.
• F&G (Fidelity & Guaranty Life Insurance Company)coreTechnology or Integration · 22 April 2021Strategic partnership with F&G to launch ExecuDex, a Fixed Index Universal Life Insurance product featuring F&G's InstApproval real-time underwriting technology. This partnership enables instantaneous coverage decisions without medical examination, exclusively available through Simplicity Group operating subsidiaries.
• Leading Insurance Companies and Wealth ManagerscoreStrategic or Co-development PartnerPartnerships with leading insurance companies and wealth managers to deliver wealth accumulation and protection strategies through best-in-class financial products. The company maintains top contracts with leading carriers across life insurance, annuities, and investment products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Sawtooth Solutions: Unified managed-account investment platform for independent wealth advisors that was acquired by Simplicity Group in 2021. Now a sister company within Simplicity, providing the wealth overlay that complements Jurs Montgomery's insurance distribution.
• F&G (Fidelity & Guaranty Life): Key carrier partner of Simplicity/Jurs Montgomery, providing indexed universal life (ExecuDex) and annuity products distributed through the IMO channel. As a product partner and underwriting counterparty, it is a structurally adjacent entity to Jurs Montgomery's distribution business.

Direct peers

• Atacapa / IOPO (Insurance and annuities distributors): Aggregator of insurance and annuity producer groups acquired from independent advisors nationwide. Very similar M&A-driven GTM and product focus as Simplicity Group companies.
• World Financial Group (WFG): Transamerica-owned distributor of life insurance, investment, and retirement products through independent and affiliated agents nationwide, competing for the same independent advisor mindshare with a multi-product shelf.
• AmeriLife: Large distributor of insurance, annuities, and health products to independent agents and advisors across the US, with a comparable acquisition-led model and broad product shelf spanning life, annuity, and supplemental health lines.
• Ash Brokerage: National wholesale life insurance brokerage and IMO serving independent financial professionals with life insurance, annuity, disability, and long-term care solutions, operating a similar advisor-enablement and tech-platform go-to-market as Jurs Montgomery.
• Partners Financial: Wholesale insurance distributor focused on annuities, life insurance, and Medicare products for independent agents, with similar back-office support, proprietary sales tools, and advisor training offerings.
• Integrity Marketing Group: Large US distributor of life and health insurance, annuities, and wealth products to independent agents through an aggressive acquisition-driven roll-up model that closely mirrors Simplicity Group's strategy. Both organizations serve as MGAs/IMOs aggregating independent advisor production.

Broad incumbents

• National Western Life Insurance Group: Public life insurance and annuity carrier that distributes through independent agents, often appearing on the product shelf of IMOs like Simplicity/Jurs Montgomery. Comparable in product mix and distribution channel, but as a carrier rather than a pure distributor.
• Cetera Financial Group: Large independent broker-dealer and RIA supporting thousands of financial advisors with wealth, annuity, and insurance solutions. Overlaps with Simplicity's wealth platform and broker-dealer (Leaders Group) partnerships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/jmbrokerage
• Facebookfacebook.com/Jurs-Montgomery-Brokerage-105378130893214
• LinkedInlinkedin.com/company/jurs-montgomery-brokerage-llc

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 Jurs Montgomery Brokerage