Senior Advisors

What Senior Advisors does

Senior Advisors, LLC is a privately held, family-owned Medicare insurance brokerage founded in 2009 by Doug Lubenow in Moorestown, New Jersey. The firm provides free, consultative Medicare advisory and enrollment services to individual Medicare beneficiaries (seniors 65+ and those approaching eligibility) across 40+ U.S. states. Its core product offering spans Medicare Supplement (Medigap) plans such as Plans F, G, and N; Medicare Advantage (Part C) plans; standalone Medicare Prescription Drug (Part D) plans; and add-on coverage including Dental/Vision/Hearing, International Travel (GeoBlue), and Life Insurance — distributed through a network of contracted A-rated carriers including Aetna, Cigna, Mutual of Omaha, Aflac, Physicians Mutual, Ameritas, Manhattan Life, and Delta Dental. Services are delivered via licensed insurance agents using a five-step consultative approach (Individual Assessment, Medicare Overview, Coverage Options, Free Quote, Plan Enrollment), with annual plan reviews as a core retention mechanic.

The firm operates from three physical offices — Moorestown NJ (Founder), Cranford NJ (President Justin Lubenow), and Scottsdale AZ (Partner Adam Lubenow, Medicare Specialist Allison Lubenow) — plus a part-time presence at the Center for Modern Aging Princeton. Its go-to-market is anchored by free educational workshops hosted at public libraries, senior centers, and corporate/financial-advisor partner venues, supported by an active YouTube channel (700,000+ cumulative views on Justin Lubenow's educational videos), a regularly updated blog, and community partnerships in Arizona and New Jersey. Approximately 13 team members serve as licensed agents and operations staff, with several Lubenow family members in operational and advisory roles across generations.

Senior Advisors' revenue model is 100% commission-based, with insurance carriers paying the firm upon client enrollment rather than charging clients fees; premiums are identical whether or not a client uses Senior Advisors. The company has no proprietary technology platform, no AI/ML capabilities, no external funding (no PE/VC involvement), and operates as a self-funded LLC under Lubenow family control. Strategic growth has been measured — incremental advisor hiring (four agents added between 2020 and 2024), geographic expansion into Arizona, product-line broadening into Dental/Vision/Hearing and Travel, and a steady cadence of new carrier partnerships — rather than venture-style scale.

Name

Senior Advisors

Legal name

Senior Advisors, LLC

Website

https://senior-advisors.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Senior Advisors, LLC is a family-owned Medicare insurance brokerage founded in 2009 that provides free, consultative enrollment and advisory services for Medicare Supplement, Medicare Advantage, and Part D plans to individual seniors across 40+ U.S. states, earning revenue via carrier commissions.

Ownership category

akta.pro rank

Product category

Medicare Insurance Brokerage / Health Insurance Advisory

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Member Engagement & Care Management (Utilization, Case/Disease Mgmt) (FSAIAGAL)

akta.pro secondary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

• Medicare insurance brokerage
• Medicare advisory services
• Medigap supplement plans
• Medicare Part D enrollment
• Medicare Advantage consulting

Headquarters

HQ city

Moorestown

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: Senior Advisors earns commission payments directly from insurance carriers when they enroll clients in Medicare Supplement, Medicare Advantage, or Part D prescription drug plans. Services are 100% free to clients - the insurance carrier of the client's preference pays commissions. Premiums charged to clients are identical whether enrolled directly with the carrier or through Senior Advisors.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Senior Advisors is a licensed Medicare insurance brokerage that provides free advisory and enrollment assistance to Medicare beneficiaries across 40+ U.S. states. The firm facilitates enrollment in Medicare Supplement Plans (Medigap, including Plans F/G/N), Medicare Advantage Plans (Part C), and Medicare Prescription Drug Plans (Part D) from multiple A-rated insurance carriers. It also offers supplemental dental, vision, hearing, international travel, and life insurance products, supported by free educational workshops, one-on-one consultations, and ongoing annual plan reviews.

Product overview

Senior Advisors is a licensed Medicare insurance brokerage that provides personalized Medicare advisory services through a family-run team of specialists. The core offering consists of Medicare Supplement Plans (Plan F, Plan G, Plan N), Medicare Advantage Plans (Part C), and Medicare Prescription Drug Plans (Part D), complemented by add-on coverage for dental, vision, hearing, international travel, and life insurance. Services include free educational workshops, one-on-one consultations, and annual plan reviews to help clients avoid overpaying. The company operates a 5-step enrollment approach and earns commissions from insurance carriers rather than charging clients directly.

Differentiator

Problem solved

Functional benefit

Products and services

• Medicare Supplement Plans (Medigap) Federally-regulated supplemental insurance plans (Plan F, Plan G, Plan N) that cover gaps in Original Medicare, including deductibles, copayments, and coinsurance, working alongside Original Medicare Parts A and B; enrollment assistance provided free to clients through carrier partnerships.
• Medicare Advantage Plans (Part C) Privately-administered alternative to Original Medicare that combines hospital, medical, and often prescription drug coverage with potential additional benefits like dental, vision, and hearing; enrollment facilitated through licensed advisors at no client cost.
• Medicare Prescription Drug Plans (Part D) Standalone prescription drug coverage plans that help Medicare beneficiaries afford medications, evaluated annually during open enrollment with thousands of Part D reviews performed each year by the firm's Part D specialists.
• Dental, Vision & Hearing Coverage Individual insurance plans for routine dental care, vision services including glasses and contacts, and hearing aids, offered through partners including Physicians Mutual, Manhattan Life, Ameritas, and Delta Dental.
• International Travel Plans Travel medical insurance for Medicare beneficiaries traveling internationally, including options such as GeoBlue from Blue Cross Blue Shield for single or multi-trip coverage since Original Medicare and Medicare Advantage typically do not cover foreign travel emergencies.
• Life Insurance Plans Term and permanent life insurance products for individuals and families seeking financial protection, including coverage options for various life stages.
• Medicare Educational Workshops Free 60-minute educational seminars hosted in-person at public libraries and community centers in Arizona and New Jersey, plus online webinars, covering Medicare basics, enrollment decisions, plan comparisons, and common Medicare mistakes; also hosted for clients of financial advisors, estate attorneys, and corporations.
• Medicare Advisory Services Personalized Medicare consulting including a 5-step enrollment approach (Individual Assessment, Medicare Overview, Coverage Options, Free Quote, and Plan Enrollment) plus annual plan reviews to prevent overpaying; delivered free to clients via phone, video, and in-person consultations by licensed agents in 40+ states.
• Medicare Savings Reviews Annual reviews to identify opportunities for reducing Medicare Supplement premiums and Part D drug plan costs, including assistance with medical underwriting for lower rates and proactive plan-change recommendations.

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• AetnacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner offering Medicare Supplement and Medicare Advantage plans. Senior Advisors is contracted with Aetna to offer their products to clients seeking Medicare coverage options.
• CignacoreChannel Partner/ Reseller/ DistributorInsurance carrier partner. Senior Advisors is contracted with Cigna to offer Medicare-related insurance products to their client base.
• Mutual of OmahacoreChannel Partner/ Reseller/ DistributorA-rated insurance carrier partner. Senior Advisors is contracted with Mutual of Omaha to provide Medicare Supplement plans to clients.
• AflacsupportingChannel Partner/ Reseller/ DistributorInsurance carrier offering supplemental insurance products. Senior Advisors offers Aflac plans as part of their comprehensive coverage options for Medicare beneficiaries.
• Bankers FidelitysupportingChannel Partner/ Reseller/ DistributorInsurance carrier partner providing Medicare Supplement and other insurance products offered through Senior Advisors.
• WellabesupportingChannel Partner/ Reseller/ DistributorInsurance carrier partner. Senior Advisors offers Wellabe products as part of their carrier network for Medicare-related coverage.
• Physicians MutualsupportingChannel Partner/ Reseller/ DistributorA+ rated insurance carrier partner. Offers dental, vision, and hearing insurance plans through Senior Advisors, including a new plan with no maximum annual benefit for $56/month.
• AmeritassupportingChannel Partner/ Reseller/ DistributorDental and vision insurance carrier partner offering plans with up to $3,000 maximum annual benefit. Available through Senior Advisors for Medicare beneficiaries needing supplemental coverage.
• Manhattan LifesupportingChannel Partner/ Reseller/ DistributorInsurance carrier offering dental, vision, hearing, and life insurance plans. Plans include $1,000 and $1,500 maximum annual benefit options with guaranteed issue.
• Delta DentalsupportingChannel Partner/ Reseller/ DistributorDental insurance carrier operating in New Jersey. Delta Dental offers individual plans with $1,000 to $2,000 maximum annual benefit through Senior Advisors for NJ residents.
• GeoBlue (Blue Cross Blue Shield)supportingChannel Partner/ Reseller/ DistributorInternational travel medical insurance provider. Senior Advisors recommends GeoBlue for Medicare beneficiaries traveling internationally as Original Medicare and Medicare Advantage typically do not cover foreign travel emergencies.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• HealthMarkets: Large national insurance brokerage distributing Medicare, individual, and small-group health products. Comparable broker model with much larger scale and broader product portfolio.

Others

• Medicare Plan Finder (Medicare.gov): Government-run free plan comparison tool that competes for the same beneficiaries. Not a commercial peer but a structural competitor for Senior Advisors' comparison-shopping value proposition.
• Aetna (CVS Health): Major Medicare Advantage carrier and Senior Advisors' carrier partner. Adjacent rather than competitive; illustrates the carrier-side of the same distribution chain.
• Mutual of Omaha: A-rated Medicare Supplement carrier and Senior Advisors' partner. Adjacent carrier-side comparable that pays commissions on Senior Advisors' enrollments.

Direct peers

• eHealth: Public online Medicare broker offering plan comparison and enrollment across Medicare Advantage, Supplement, and Part D. Comparable in product breadth and carrier-agnostic broker model.
• Boomer Benefits: Independent Medicare insurance agency specializing in Medicare Supplement, Advantage, and Part D, similar to Senior Advisors' family-run agent-led model. Highly comparable in customer segment and product mix.
• SelectQuote: Public, scaled Medicare-focused insurance broker with a multi-carrier platform and heavy DTC lead acquisition. Most direct large-scale comparable to Senior Advisors' Medicare enrollment and Part D review services.
• GoHealth: Public Medicare-focused broker with technology-enabled agent platform and multi-carrier distribution. Direct competitor for Medicare Advantage and Supplement enrollments with similar customer base.

Emerging players

• Chapter: Tech-enabled Medicare advisory platform focused on Medicare Supplement. Competes for the same beneficiary segment with a digital-first advisor model rather than Senior Advisors' workshop model.
• Medicare Agents Hub: Online directory and lead-generation platform connecting Medicare beneficiaries to local agents. Adjacent digital distribution channel competing for Senior Advisors' organic lead flow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCatDovtuMlFJpR7G6pOqY7w?view_as=subscriber
• Facebookfacebook.com/senioradvisors
• Xx.com/sr_advisors
• LinkedInlinkedin.com/company/senior-advisors-medicare-specialists

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 Senior Advisors