What AMG Financial Services does

AMG Financial Services is a privately-held Insurance Marketing Organization (IMO), legally Alliance Legacy Protection Services Inc., founded in 2019 by Brandon Manley and headquartered in Raleigh, North Carolina. The company operates a two-sided intermediation model: it recruits and supports a network of independent licensed insurance agents and gives them access to a portfolio of products from 40+ top-rated insurance carriers. End consumers are acquired primarily through website lead capture (Get a Quote, Contact, and Careers forms) and matched with agents who sell and service policies.

The product suite spans Indexed Universal Life, Mortgage Protection, Final Expense, Estate Planning, and Retirement Planning, supplemented by Cancer/Heart Attack & Stroke Coverage, Accidental Policies, Hospital Indemnity, and Short-Term Care. AMG does not underwrite or price insurance directly; it provides carriers, product breadth, training (including a Teachable-hosted bootcamp), state exam preparation resources, an agent portal, and — following the October 2025 partnership with Integrity — an integrated technology platform for holistic life and wealth planning. Multi-channel consumer marketing (organic social across Instagram, Facebook, YouTube, LinkedIn, plus opt-in SMS) feeds lead flow into the agent network.

Revenue is generated through commissions and overrides on policies placed by the agent network, plus agent recruiting, onboarding, and training services. The company has no disclosed external funding, no parent company, no acquisitions, and operates with a headcount of 11-50 across a leadership team that includes the founder-CEO, an Executive Vice President, two Vice Presidents, two Managing Partners, National and Regional Managers, a Director of Marketing, and a dedicated Recruiting Admin.

Name

AMG Financial Services

Legal name

Alliance Legacy Protection Services Inc.

Website

https://amgfinancialservices.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

AMG Financial Services is a privately-held Insurance Marketing Organization founded in 2019 in Raleigh, North Carolina, connecting consumers with independent licensed agents who sell life, mortgage protection, final expense, and retirement products from 40+ top-rated carriers.

Ownership category

akta.pro rank

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Insurance Agent Commissions: AMG Financial Services earns revenue through commissions and overrides generated when insurance products are sold through its network of independent agents. As a marketing organization, AMG receives a portion of the commissions paid by insurance carriers for policies placed through their agent network. The company also generates revenue from agent recruiting, onboarding, and training services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

AMG Financial Services is an Insurance Marketing Organization (IMO) that connects families and individuals with licensed independent insurance agents offering a portfolio of insurance and financial planning products. The company partners with 40+ top-rated insurance carriers to provide indexed universal life, mortgage protection, final expense, estate planning, retirement planning, and supplementary coverage such as cancer/heart attack/stroke, accidental, hospital indemnity, and short-term care. Beyond consumer insurance distribution, AMG recruits, trains, and supports a network of independent agents through onboarding programs, a training bootcamp, and state exam preparation resources.

Product overview

AMG Financial Services is an Insurance Marketing Organization founded in 2019 by Brandon Manley, operating as a platform that connects consumers with licensed insurance agents. The company offers a portfolio of insurance products including Indexed Universal Life, Mortgage Protection, Final Expense, Estate Planning, and Retirement Planning, along with supplementary coverage options such as Cancer/Heart Attack/Stroke Coverage, Accidental Policies, Hospital Indemnity, and Short-Term Care. The company partners with over 40 top-rated insurance carriers and provides agents with access to Integrity's integrated technology platform for tools supporting life and wealth planning. Additionally, AMG offers agent-facing services including recruiting, onboarding, training resources, and a Training Bootcamp program.

Differentiator

Problem solved

Functional benefit

Products and services

• Indexed Universal Life Flexible, tax-advantaged life insurance product that grows wealth while providing lifelong protection, offered to families and individuals seeking long-term financial planning solutions.
• Mortgage Protection Life insurance coverage designed to pay off a homeowner's mortgage in case of unforeseen events, safeguarding the home and family for homeowners and mortgage holders.
• Final Expense Affordable life insurance coverage ensuring that loved ones are not burdened with end-of-life expenses, targeted at individuals seeking to cover funeral and final costs.
• Estate Planning Customized financial planning strategies for efficient wealth transfer and asset protection to preserve legacy, offered to families and individuals planning intergenerational transfers.
• Retirement Planning Personalized financial planning strategies and guaranteed income solutions for securing a comfortable retirement, offered to individuals approaching or in retirement.
• Cancer, Heart Attack & Stroke Coverage Critical illness insurance coverage for cancer, heart attack, and stroke events, offered to individuals seeking protection against specified serious health conditions.
• Accidental Policies Insurance coverage for accidental injuries or accidental death, offered to individuals seeking protection against accident-related events.
• Hospital Indemnity Insurance coverage providing indemnity payments for hospital stays, offered to individuals seeking supplemental hospital cost protection.
• Short-Term Care Insurance coverage for short-term care needs, offered to individuals seeking temporary care-related financial protection.
• Agent Recruiting, Onboarding, and Training Resources Services assisting with agent recruiting, onboarding, and training for licensed insurance agents joining the AMG network.
• AMG Training Bootcamp Agent training bootcamp program available through Brandon Manley's school on Teachable, designed for new and aspiring independent insurance agents.
• State Exam Preparation Resources and guidance for passing the state insurance exam, linked to The ARC, supporting aspiring agents pursuing licensure.
• Integrity's Integrated Technology Platform Advanced technology platform provided through partnership with Integrity, offering tools for holistic life and wealth planning for AMG agents.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• IntegritycoreTechnology or Integration · 22 October 2025Integrity, a leading provider of integrated technology platforms for the financial services industry, has partnered with AMG Financial Services to enhance agent services through its integrated technology platform. The partnership provides AMG agents with access to advanced tools for holistic life and wealth planning, aiming to expand AMG's reach and operational efficiency. The collaboration is designed to benefit clients, agents, and the broader community by streamlining systems and fostering growth.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Policygenius: Online insurance marketplace that intermediates life, disability, and other coverage for consumers, competing with AMG for the same end customer. Different delivery (digital vs. agent-led) but same target market and category.
• Ethos Life: Direct-to-consumer life insurance carrier using a digital application and underwriting experience. Competes for the same middle-income life-insurance buyer AMG's agents serve, and represents the primary digital-disruption threat.
• Symmetry Financial Group: Large US IMO with a similar model of recruiting and supporting independent life insurance agents across multiple carriers. Comparable in distribution architecture, commission revenue model, and agent-training focus.
• World Financial Group: Long-standing IMO/insurance-focused financial services organization that recruits and trains agents to sell life insurance and retirement products. Closely aligned distribution and target-customer profile.
• SelectQuote: Direct-to-consumer insurance distributor that sells life, auto, home, and health coverage through call-center agents. Same end customer and product overlap as AMG, though executed via centralized agent model rather than independent IMO agents.
• Equis Financial: Insurance marketing organization operating a similar independent-agent model with multi-carrier access for life insurance and retirement products. Closely comparable in target customers, distribution motion, and revenue mix.
• National Agents Alliance: Large IMO focused on life insurance and mortgage protection sold through independent agents, often via lead-generation events. Same IMO business model, product categories, and middle-income consumer base as AMG.

Broad incumbents

• Integrity Marketing Group: Large US IMO/FMO holding company and AMG's October 2025 technology partner. Operates a much broader portfolio of insurance distribution businesses, making it a scaled incumbent rather than a direct same-size peer.
• Bankers Life: Established insurance and financial services carrier-distributor focused on middle-income Americans with life insurance, annuities, and retirement products. Overlaps with AMG's customer profile and product categories but is much larger and partly underwriting.

Others

• F&G Life Insurance: Life insurance and annuities carrier that distributes through independent agents and IMOs, making it both a potential AMG carrier partner and a supplier in the same product ecosystem. Comparable in product category but upstream in the distribution chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@amgfinancialservices
• Facebookfacebook.com/AMGFinancialService
• LinkedInlinkedin.com/company/amgfinancialservices
• Instagraminstagram.com/amg_financialservices

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 AMG Financial Services