Kelly Benefits Payroll
Kelly Benefits Payroll is a Mid-Atlantic benefits administration and payroll services firm serving employers, individuals, and brokers via four divisions and its proprietary KTBSonline platform, with a 50-year operating legacy and leadership in the Maryland, Delaware, and Pennsylvania markets.
- Company typePrivate
- Founded1976
- HeadquartersSparks, MD, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Kelly Benefits Payroll does
Kelly Benefits Payroll is a division of Kelly & Associates Insurance Group, Inc., a privately held, family-controlled firm founded in 1976 and headquartered in Sparks, Maryland. The company operates four sibling divisions — Kelly Benefits Advantage (benefits administration and technology), Kelly Benefits Strategies (benefits consulting), Kelly Benefits Payroll (payroll processing and HR), and Kelly Benefits Advisory (retirement consulting, including the proprietary ProsperPlus Pooled Employer Plan) — collectively marketing an integrated 'Total Benefits Solution®' to employers, individuals, and insurance brokers across Mid-Atlantic states (Maryland, Delaware, Pennsylvania, plus six other states and Washington D.C.) with claims of national reach. Customers range from hundreds to tens of thousands of employees, spanning healthcare, retail, manufacturing, hospitality, and non-profit verticals.
The technology backbone is KTBSonline, a proprietary client management and employee self-service platform with mobile access, sitting alongside the 'Premier Plan, Powered by UKG' payroll module and a network of carrier, PBM, and HR vendor integrations (including Capital Rx for PBM, Handl Health for AI-driven pricing analytics, and Revive Health for virtual care). The company is investing in AI capabilities — including AI agents for benefits navigation, predictive analytics, and process automation — and formalized this agenda with the April 2026 appointment of a Chief Technology Officer. The firm holds the registered Total Benefits Solution® trademark and runs Kelly Benefits University, a SHRM/HRCI-accredited educational series.
Kelly Benefits makes money through a mix of subscription-based benefits administration and payroll (PEPM or transaction-based pricing), professional services fees for consulting, and revenue share on insurance premiums placed through its broker channel and direct sales teams. The 2024 acquisition of Gettysburg Benefits Administrators, Inc. extended its Pennsylvania footprint, and the firm claims over $700M in annualized premium under management within its Large Group division alongside $450M+ in additional managed client premiums. With 64 employees, the business is unusually lean relative to the premium volume it administers, relying on proprietary technology and broker distribution to scale.
Kelly Benefits Payroll firmographics
Firmographics- Name
- Kelly Benefits Payroll
- Legal name
- Kelly & Associates Insurance Group, Inc.
- Website
- https://kellybenefitspayroll.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Kelly Benefits Payroll is a Mid-Atlantic benefits administration and payroll services firm serving employers, individuals, and brokers via four divisions and its proprietary KTBSonline platform, with a 50-year operating legacy and leadership in the Maryland, Delaware, and Pennsylvania markets.
- Ownership category
- akta.pro rank
Kelly Benefits Payroll industry classification
Industry- Product category
- Benefits Administration and Payroll Services
- NAICS
- Payroll Services (541214), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Workforce Benefits Administration (Enrollment & Deductions) (BPACAIAF)
- akta.pro secondary industries
- Full-Service Payroll Processing (BPACAIAA), Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA), Payroll & Employment Tax Services (BPAHABAD)
Keywords
Where Kelly Benefits Payroll is headquartered
LocationHeadquarters
- HQ city
- Sparks, MD
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Kelly Benefits Payroll business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Benefits Administration & Technology: Comprehensive benefits administration services including enrollment, eligibility management, carrier connections, billing administration, and technology platform delivery. Revenue generated through service fees bundled with proprietary technology.
- Payroll Solutions: Full-service payroll processing, tax administration, time and attendance, HRIS integration, and payroll partner solutions. Revenue model based on per-employee-per-month (PEPM) or transaction-based pricing.
- Benefits Consulting: Strategic consulting services including benefits strategy, compliance, forecasting, pharmacy benefit management, and communication/engagement services. Professional services revenue from advisory engagements.
- Broker Solutions: Technology and support services for insurance brokers including client management systems, renewal services, compliance support, and access to benefits and payroll solutions for broker clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing based on employer size and service requirements |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Kelly Benefits Payroll product offering
Product offeringCore offering
Kelly Benefits Payroll provides comprehensive payroll processing, benefits administration, HR solutions, and consulting services to employers, brokers, and individuals through four operating divisions: Kelly Benefits Payroll, Kelly Benefits Advantage, Kelly Benefits Strategies, and Kelly Benefits Advisory. Service offerings include payroll processing and tax administration, benefits enrollment and carrier connections, HRIS integration, time and attendance, regulatory compliance, benefits and retirement consulting, and individual insurance products, all delivered through the proprietary KTBSonline platform.
Product overview
Kelly Benefits Payroll operates as part of the Kelly & Associates Insurance Group, offering a comprehensive suite of benefits administration, payroll solutions, and consulting services. The portfolio includes three core divisions: Kelly Benefits Payroll (payroll processing, HR solutions, time & attendance, regulatory compliance), Kelly Benefits Advantage (KBA - benefits administration and technology), Kelly Benefits Strategies (KBS - consulting services), and Kelly Benefits Advisory (retirement consulting with proprietary ProsperPlus PEP). The proprietary KTBSonline platform serves as the technology backbone, integrated with UKG Payroll for enhanced capabilities. The Total Benefits Solution® philosophy bundles expertise, administration and technology into one accountable source, seamlessly connecting current systems through integrated business solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Total Benefits Solution: Integrated benefits administration and technology platform providing comprehensive employee benefits management
- KTBSonline
- Kelly Benefits University
- Kelly Benefits Payroll Premier Plan, Powered by UKG
Products and services
- Kelly Benefits Payroll Comprehensive payroll processing, HR solutions, time and attendance, payroll administration, and regulatory compliance services for businesses of all sizes, including applicant tracking and onboarding, employee self-service, and pay-as-you-go workers' compensation.
- Kelly Benefits Advantage (KBA) Benefits administration and technology platform providing employer solutions, employee solutions, and broker solutions for managing comprehensive benefits programs including enrollment, eligibility, and carrier connections.
- Kelly Benefits Strategies (KBS) Benefits consulting services including employee benefits compliance strategy, benefits consulting, communication and engagement, forecasting, planning, pharmacy benefit management, and individual insurance navigation.
- Kelly Benefits Advisory Retirement consulting and advisory services offering ERISA-sponsored retirement programs including 401(k), 403(b), ESOP, defined benefit plans, retirement plan administration, and the proprietary ProsperPlus Pooled Employer Plan (PEP).
- KTBSonline Proprietary client management and employee self-service platform providing instant access for employees and brokers to manage benefits with convenient mobile access, client management, and consolidated benefits center functionality.
- Kelly Benefits Payroll Premier Plan, Powered by UKG Co-branded payroll solution powered by UKG technology offering HR, payroll, and performance management capabilities with AI-powered features and seamless integration for employers seeking a UKG-based payroll stack.
- Total Benefits Solution® Integrated bundled approach combining Kelly Benefits' full suite of services including payroll, benefits administration, HR solutions, and consulting into a unified system with data and platform integration capabilities for a single accountable source.
- Individual Insurance Individual insurance products including medical, dental, vision, and Medicare insurance options for individuals and families seeking personal coverage guidance and enrollment support.
Quantifiable outcome
- HR inefficiencies in small- to medium-sized businesses create more than $250,000 in unnecessary and unintended costs when benefits administration is inefficient
- +4 more outcomes
Companies that use Kelly Benefits Payroll
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Kelly Benefits Payroll technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
Kelly Benefits Payroll partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, major and minor.
- UKG (Ultimate Kronos Group)corePremier payroll partnership powered by UKG technology. Kelly Benefits offers UKG payroll, HR, and performance management solutions as part of their comprehensive payroll offerings. The partnership provides AI-powered payroll capabilities and seamless HR integration.
- Industry-leading Carriers and VendorscorePartnerships with leading insurance carriers and third-party providers for medical, dental, vision, pharmacy, and worksite benefits. Enables access to highly regarded insurers through Kelly Benefits' carrier and vendor connections.
- Third-party HR Solutions ProvidersmajorThrough partnerships with industry-leading third-party providers, Kelly Benefits provides customized HR solutions as part of their comprehensive service offering for brokers and their clients.
- Capital RxmajorPharmacy benefit management partner featured in Kelly Benefits University events discussing GLP-1 and biosimilar utilization trends, drug pricing, PBM reform, and technology platforms for pharmacy benefits.
- 4CminorPanel discussion partner for fiduciary governance of health and pharmacy plans, addressing vendor accountability and plan performance oversight.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Kelly Benefits Payroll competitors and assessment
Company assessmentBroad incumbents
- ADP (Automatic Data Processing): Largest global payroll/HR services incumbent; competes with Kelly Benefits across RUN/Workforce Now mid-market segments and offers Run Powered by ADP benefits-administration adjacencies.
- Hub International: Large North American insurance brokerage providing benefits, payroll, and HR consulting to mid-market and enterprise employers—directly comparable on the benefits brokerage/administration side of Kelly Benefits' business.
- UKG (Ultimate Kronos Group): Global HR, payroll, and workforce management platform and Kelly Benefits' Premier Plan partner; an incumbent competitor in mid-market payroll and HR that could shift from partner to direct competitor.
Direct peers
- TriNet: PEO offering payroll, benefits administration, and HR services to small and mid-sized businesses; comparable target customer (mid-market employers) and similar bundling of payroll + benefits + HR.
- Paychex: Public SMB/mid-market payroll and HR solutions provider serving hundreds of thousands of employers—directly competes with Kelly Benefits Payroll in core payroll processing and integrated HR solutions.
- Insperity: PEO with integrated payroll, benefits administration, and HR services targeting the same mid-market employer segment; comparable bundled service model and customer-size profile.
- Paylocity: Cloud-native payroll and HR platform aimed at mid-market employers—competes for the same buyer, with technology-led positioning that mirrors Kelly Benefits' KTBSonline + UKG stack strategy.
- NFP: Large benefits, insurance, and retirement brokerage with integrated payroll services; comparable mid-market positioning and similar broker-channel distribution model, now part of Aon.
- Benefitfocus: Benefits-administration technology platform serving employers and carriers; directly comparable to Kelly Benefits Advantage division on the benefits administration technology layer.
- OneDigital: PE-backed national benefits broker and HR/payroll/benefits-administration firm operating in the same mid-market segment with bundling strategy (benefits admin + payroll + consulting) directly comparable to Kelly Benefits' Total Benefits Solution®.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Kelly Benefits Payroll social profiles
Digital presenceKelly Benefits Payroll financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kelly Benefits Payroll leadership team
Management profileNumber of profiles
Profiles6 records
Kelly Benefits Payroll subsidiaries and ownership
Company hierarchySubsidiaries5 records
Kelly Benefits Payroll funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kelly Benefits Payroll M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kelly Benefits Payroll
What does Kelly Benefits Payroll do?
Kelly Benefits Payroll provides comprehensive payroll processing, benefits administration, HR solutions, and consulting services to employers, brokers, and individuals through four operating divisions: Kelly Benefits Payroll, Kelly Benefits Advantage, Kelly Benefits Strategies, and Kelly Benefits Advisory. Service offerings include payroll processing and tax administration, benefits enrollment and carrier connections, HRIS integration, time and attendance, regulatory compliance, benefits and retirement consulting, and individual insurance products, all delivered through the proprietary KTBSonline platform.
Is Kelly Benefits Payroll a public or private company?
Kelly Benefits Payroll is a private company. It is classified as family owned and is currently operating.
When was Kelly Benefits Payroll founded?
Kelly Benefits Payroll was founded in 1976. It employs 51 to 100 people.
Where is Kelly Benefits Payroll based?
Kelly Benefits Payroll is headquartered in Sparks, MD, United States, in the North America region.
How does Kelly Benefits Payroll make money?
Four revenue lines are on record. Benefits Administration & Technology is the primary driver. The others are payroll Solutions, benefits Consulting and broker Solutions.
Who are Kelly Benefits Payroll's main competitors?
Broad incumbents on record are ADP (Automatic Data Processing), Hub International and UKG (Ultimate Kronos Group). Direct peers are TriNet, Paychex, Insperity, Paylocity, NFP, Benefitfocus and OneDigital.
Does Kelly Benefits Payroll have an API?
No public API is recorded for Kelly Benefits Payroll.
What industry is Kelly Benefits Payroll in?
Kelly Benefits Payroll's product category is Benefits Administration and Payroll Services. Its primary akta.pro industry code is BPACAIAF, Workforce Benefits Administration (Enrollment & Deductions), with a secondary code of BPACAIAA, Full-Service Payroll Processing. Its NAICS code is 541214 and its SIC code is 6411.