NATIONAL FINANCIAL PARTNERS

Name

NATIONAL FINANCIAL PARTNERS

Legal name

A.P.S. Financial, Inc.

Website

https://apsfinancialinc.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The APS Financial Group is a Virginia Beach-based independent insurance agency specializing in retirement and real estate protection. It sells mortgage protection, burial insurance, and annuities to retirees, homeowners, and small business owners through commissioned Protection Specialists.

Ownership category

akta.pro rank

Product category

Insurance and Retirement Advisory Services

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Investment Advice (6282)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industries

Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Retirement planning
• Asset protection
• Mortgage protection insurance
• Burial insurance
• Fixed annuities

Headquarters

HQ city

Virginia Beach

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, Technology or R&D

Revenue model

1. Insurance Product Sales: Revenue generated through commissions on insurance products including mortgage protection insurance, whole life/burial insurance, and asset protection products. Sales are facilitated through licensed representatives who receive compensation from insurance carriers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

National Financial Partners, doing business as The APS Financial Group (A.P.S. Financial, Inc.), sells asset protection and retirement planning services to individual consumers, homeowners, and small business owners. Core offerings include Mortgage Protection Insurance, Whole Life/Burial Insurance, Fixed and Fixed Indexed Annuities, and dedicated advisory services covering State Retirement Programs, Federal Employee Benefits, TSP, 401(k), 403(b), and IRA rollovers. Licensed Protection Specialists deliver personalized consultation and place policies through partner carriers such as Mutual of Omaha.

Product overview

The APS Financial Group (also referred to as A.P.S. Financial, Inc.) is a retirement and real estate protection company offering an integrated suite of financial services. The core offerings include Asset Protection Services, Mortgage Protection, Whole Life/Burial Insurance, Fixed Indexed Annuities, and Fixed Annuities, complemented by specialized retirement planning modules for State Retirement Programs, Federal Employee Benefits, Thrift Savings Plan (TSP), 401(k) plans, 403(b) plans, and no-cost IRA Rollovers. Additional services include Medicare Planning and College Planning. The company pairs clients with dedicated Protection Specialists who develop comprehensive financial strategies tailored to individual needs, with a focus on protecting families' real estate and retirement assets.

Differentiator

Problem solved

Functional benefit

Products and services

• Asset Protection Services Comprehensive asset protection planning services that help safeguard clients' financial assets, including real estate and retirement accounts, through customized programs and trust/entity structures.
• Mortgage Protection Mortgage protection planning services that safeguard home equity and enable families to pass real estate free and clear, with coverage for job loss, disability, critical illness, or death.
• Whole Life/Burial Insurance Whole life insurance policies with $5,000 to $25,000 death benefits designed to cover funeral and cremation expenses, generally requiring no medical exam.
• Fixed Indexed Annuities Long-term retirement savings products with tax-deferred growth that guarantee lifetime income and protection from market volatility.
• Fixed Annuities Annuity products with guaranteed interest rates providing tax-deferred accumulation, guaranteed income benefits, and flexible fund access.
• Medicare Planning Assistance with Medicare coverage planning for retirees and those nearing retirement age.
• College Planning Educational savings and planning services to help families prepare for higher education costs.
• IRA Rollovers No-cost IRA rollover services to consolidate retirement accounts.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Mutual of OmahacoreTechnology or IntegrationAPS Financial Group has partnered with Mutual of Omaha to offer mortgage protection insurance products. The company states 'Our agents offer a variety of Mutual of Omaha products for our clients to choose from, giving clients the full scope of available coverage and pricing so they can make the best choice for their needs.' Mutual of Omaha is described as having served American families for over 100 years.
• Various Trusted Insurance CarrierscoreTechnology or IntegrationAPS Financial Group has established partnerships with multiple trusted insurance carriers to provide mortgage protection coverage. The company mentions partnering with 'many trusted insurance carriers that have been serving American families for more than 100 years' to offer clients 'a wide range of choices for their budget and coverage needs.'

Recent moves4 records

Expansion highlights3 records

Direct peers

• Primerica: Primerica is a multi-level financial services company focused on term life insurance, investment products, and debt management for middle-income families, sold through a large independent representative sales force. It is comparable to APS because both rely on licensed representatives delivering face-to-face consultative sales of life insurance and retirement-oriented products to similar demographics.
• Globe Life: Globe Life is an insurance holding company issuing whole life and term life policies (including final expense coverage through subsidiaries) targeted at middle-income American families. It is comparable to APS because both companies focus heavily on small-face-amount whole life and final expense products sold to retirees and pre-retirees through agent networks.
• Fidelity & Guaranty Life (F&G): F&G is an insurance provider focused on annuities and life insurance sold through independent agents and financial institutions. It is comparable to APS because both distribute fixed indexed annuities, fixed annuities, and life insurance to middle-income retirees through independent distribution channels.
• National Western Life Insurance Group: National Western Life is a stock life insurance company focused on whole life, universal life, and annuity products for middle-income consumers, distributed through independent agents. It is comparable to APS because both emphasize whole life and annuity products sold via independent agent channels to similar middle-income and retiree demographics.
• Mutual of Omaha: APS's named insurance carrier partner, Mutual of Omaha underwrites and distributes life insurance, Medicare supplements, and retirement products directly and through independent agents. It is comparable because it offers the same core product categories (whole life, burial/final expense, annuities) that APS sells on its behalf.
• Americo Financial Life & Annuity: Americo is a privately held life insurance and annuity company specializing in final expense, whole life, and fixed annuity products distributed through independent agents. It is comparable to APS because both target the same niche of small-face-amount whole life/burial insurance and retirement annuity solutions sold via independent representatives.

Broad incumbents

• Transamerica: Transamerica is a major life insurance and retirement provider offering life insurance, annuities, mutual funds, and retirement plans through agents and financial professionals. It is comparable to APS because both distribute life insurance and retirement products (annuities, retirement income, 401(k)/IRA solutions) to similar consumer segments, though Transamerica operates at much greater scale.
• Lincoln Financial Group: Lincoln Financial provides individual life insurance, annuities, retirement plan services, and group protection through financial advisors and independent producers. It is comparable to APS because both sell life insurance and annuity solutions for retirement income and legacy planning to individual consumers via licensed representatives.
• Prudential Financial: Prudential is a large diversified financial services institution offering individual life insurance, annuities, retirement planning, and asset management through financial professionals. It is comparable to APS because both serve the retirement and asset protection needs of pre-retirees and retirees with insurance- and annuity-based solutions.
• Aetna (CVS Health): Aetna is a major health and Medicare insurance carrier offering Medicare Advantage, Medicare Supplement, and related retirement-age coverage through independent agents and direct channels. It is comparable to APS because APS lists Medicare Planning as an add-on service and serves the same pre-retiree and retiree segment with health-adjacent coverage needs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/national-financial-partners

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 NATIONAL FINANCIAL PARTNERS