Solae Group

What Solae Group does

Solae Group is a privately held financial services holding entity headquartered in Wentzville, Missouri, operating its primary consumer-facing brand, Mortgage Free Life, which was founded in 2022 by Shawn Shea and Matt Evans. The firm markets a single integrated offering — the Mortgage Free Life Plan — that combines existing insurance and home equity products in tandem to accelerate mortgage payoff (marketed to clients as an average of roughly five years) while simultaneously building tax-advantaged retirement income for life. The underlying technology is a financial-advisory methodology rather than a software platform; the only technology product disclosed is the MFL Agent Portal, a web application that enables the firm's nationwide network of independent insurance advisors to run a data-driven qualification process on prospective clients.

The firm's go-to-market is sales-led and distribution-driven: it relies on independent financial advisors operating across the United States rather than a captive sales force, and there are no public references to institutional customers, partnerships, or enterprise clients. Customer segments are persona-based and horizontal, targeting disciplined budgeters with positive household cash flow (described as the firm's No. 1 predictor of success), irrespective of asset size. Quantified client outcomes claimed on the website include an average mortgage payoff in five years, average interest savings of over $100,000 versus traditional mortgages, and the creation of tax-advantaged lifetime retirement income.

The business model is a professional-services advisory model with revenue generated through advisory fees and commissions on placed insurance products; pricing is not publicly disclosed and is quote-based per client. No external funding rounds, M&A activity, regulatory actions, patents, certifications, or ownership transactions are disclosed in the available source material, and the firm appears to be founder-owned with no disclosed parent company or institutional investors.

Name

Solae Group

Legal name

Mortgage Free Life

Website

https://solaegroup.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Solae Group is a privately held, Wentzville, Missouri-based financial services holding entity operating Mortgage Free Life, which sells an integrated insurance and home-equity-based plan to U.S. individual consumers seeking faster mortgage payoff and tax-advantaged retirement income.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industry

Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE)

Keywords

• Financial advisory services
• Mortgage payoff planning
• Retirement income planning
• Insurance-based planning
• Wealth management services

Headquarters

HQ city

Wentzville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Financial Advisory Services: The company provides financial advisory services helping individuals create retirement strategies using a variety of insurance products to custom suit their needs and objectives. Revenue is generated through advisory fees and potentially commissions on insurance products placed.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Solae Group (operating as Mortgage Free Life) is an independent financial services firm that provides advisory services to individual consumers. The firm delivers the Mortgage Free Life Plan, a financial strategy that leverages existing insurance and home equity products in tandem to help clients pay off their home debt faster (on average in five years) while simultaneously creating tax-advantaged retirement income for life. Services are delivered nationwide through a network of independent advisors who qualify prospects using a data-driven process.

Product overview

Mortgage Free Life is a single-product financial services firm offering one core program: the Mortgage Free Life Plan. This unified offering combines insurance products and home equity strategies in a coordinated approach. The firm also provides advisors with access through the MFL Agent Portal web application. The company operates nationwide through a network of independent financial advisors, helping clients accelerate mortgage payoff while creating sustainable retirement income streams.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Free Life Plan A comprehensive financial strategy that combines insurance and home equity products to help individual U.S. clients pay off their mortgage faster (on average in approximately five years) while simultaneously building tax-advantaged retirement income for life. Targeted at disciplined individual budgeters with positive household cash flow.

Quantifiable outcome

• Average 5 years to pay off home debt
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Primerica: Primerica distributes term life insurance, mutual funds, and debt-consolidation products through a large independent sales-force network. MFL shares the same DNA: a multi-product insurance/financial strategy marketed nationwide through independent reps, with an emphasis on middle-income clients.
• World Financial Group (WFG): WFG is a multi-level insurance and financial services distributor focused on middle-income American families, using independent agents to sell life insurance and retirement products. Its agent-led, insurance-anchored distribution model closely mirrors MFL's nationwide advisor network.
• Equis Financial: Equis Financial is an IMO specializing in retirement and life insurance solutions, with a national agent network targeting middle-income families. Its retirement-income focus and independent-agent distribution are highly comparable to MFL's model.
• Symmetry Financial Group: Symmetry is an insurance-focused IMO with a large agency builder model that recruits and trains independent agents to sell life insurance and retirement income products. Overlap with MFL is direct in go-to-market (agent recruitment, insurance-led retirement solutions) and target customer.
• WealthWave / HowMoneyWorks: WealthWave is a financial education and insurance distribution company that uses content-driven marketing and a national advisor network to sell indexed universal life and annuity products. The educational-marketing model and IUL/annuity product emphasis closely parallel MFL's content funnel and annuity-based plan.

Broad incumbents

• Fidelity Investments: Fidelity offers annuities, life insurance, workplace retirement plans, and brokerage services at scale. While broader in scope, it is a credible alternative for clients MFL targets, especially as more platform-based annuity-buying experiences reach the same middle-income segment.
• New York Life: New York Life is a top-tier mutual insurer and retirement income provider with a large captive agent network, offering permanent life, annuities, and long-term care products. Its retirement-income permanence message and agent-led distribution make it a strong outside-in benchmark for MFL's strategy.
• National Western Life Insurance Group: National Western Life is a publicly traded annuity and life insurance issuer serving middle-income clients. It is a potential underlying carrier and a relevant competitor-building product that MFL-style advisors could be selling.
• Bankers Life: Bankers Life specializes in insurance and retirement income products (primarily annuities and Medicare supplements) for middle-income Americans, sold through a captive agent force. It targets a customer profile almost identical to MFL's disciplined-budgeter segment.

Others

• Northwestern Mutual: Northwestern Mutual is a large, established financial advisory and insurance firm combining permanent life insurance with wealth and retirement planning through captive advisors. It competes for MFL's middle-income retirement-income clients with a broader product shelf and stronger brand.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/SolaeGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Solae Group