Simplified Benefits
Simplified Benefits is an independent insurance agency in Southfield, Michigan, representing 18 top-rated carriers across personal, commercial, group benefits, and life insurance for individuals and SMBs throughout Southeast Michigan.
- Company typePrivate
- Founded2002
- HeadquartersSouthfield, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Simplified Benefits does
Simplified Benefits is an independent insurance agency founded in 2002 and headquartered at 4000 Town Center, Suite #1300, Southfield, Michigan. The company operates as a broker representing 18 top-rated insurance carriers — including Aetna, Blue Cross Blue Shield, Humana, UnitedHealthcare, Liberty Mutual, Chubb, The Hartford, and Travelers — and earns revenue through carrier commissions on policies placed across personal lines (auto, home, renters, flood, motorcycle, boat, condo), commercial lines (commercial property, general liability, workers' compensation, professional liability, commercial auto, BOP, umbrella, EPLI, D&O, and ~20 specialty industry packages), group benefits (group health, dental, vision, life, disability, LTC, FSA/HSA/HRA, 401(k)), and individual life and long-term care insurance.
The agency's core service methodology is structured as a three-step Shop, Educate, Service model. In the Shop phase, agents use a proprietary one-page Executive Proposal Summary format to present employers with side-by-side plan comparisons. In the Educate phase, the agency runs employee education on plan value and ancillary services. In the Service phase, it provides year-round policy servicing, claims support, and online bill payment rather than limiting contact to the annual enrollment window.
Go-to-market is sales-led and direct: customers reach the agency through the simplifymybenefits.com website (quote request forms and an insurance blog), phone inquiries at (248) 827-0518, or in-person consultations at the Southfield office. Distribution is purely domestic within Michigan, with an emphasis on Southeast Michigan (Southfield, Detroit, Ann Arbor). The firm is privately held with no disclosed outside investment, operates with 7 employees, and maintains professional affiliations with NAIFA and three regional Chambers of Commerce.
Simplified Benefits firmographics
Firmographics- Name
- Simplified Benefits
- Legal name
- Simplified Benefits
- Website
- https://simplifymybenefits.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Simplified Benefits is an independent insurance agency in Southfield, Michigan, representing 18 top-rated carriers across personal, commercial, group benefits, and life insurance for individuals and SMBs throughout Southeast Michigan.
- Ownership category
- akta.pro rank
Simplified Benefits industry classification
Industry- Product category
- Insurance Brokerage
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)
- akta.pro primary industry
- Benefits Administration (BPACAPAC)
- akta.pro secondary industries
- Small Group Health Insurance (2–50/100) (FSAIAFAD), Group/Employer-Sponsored Critical Illness & Hospital Indemnity (FSAIAKAD)
Keywords
Where Simplified Benefits is headquartered
LocationHeadquarters
- HQ city
- Southfield
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Simplified Benefits business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Insurance Agency Commissions: As independent insurance agents, Simplified Benefits earns commissions from insurance carriers for policies placed. They represent multiple top-rated insurance carriers and receive compensation when clients purchase insurance products through their agency.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free quote services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Simplified Benefits product offering
Product offeringCore offering
Simplified Benefits is an independent insurance agency that places clients with 18+ insurance carriers across Personal Insurance, Business Insurance, Group Benefits, Life Insurance, and Long-Term Care (LTC) Insurance. Founded in 2002 and based in Southfield, Michigan, the firm operates with 7 employees and earns commissions from carriers on the policies it sells and services.
Product overview
Simplified Benefits is an independent insurance agency founded in 2002, offering a comprehensive portfolio of insurance products and financial services across four main categories: Personal Insurance, Business Insurance, Group Benefits, and Individual Life Insurance. The agency operates as a broker representing multiple top-rated insurance carriers, providing comparative quotes and expert guidance. Personal insurance includes auto, homeowners, renters, flood, motorcycle, boat, condo, and specialty coverage. Business insurance encompasses commercial property, general liability, workers' compensation, professional liability, commercial auto, and industry-specific policies. Group benefits include health, dental, vision, life, disability, LTC insurance, FSAs, HSAs, HRAs, and 401(k) retirement plans. Individual life insurance offers term, universal, and whole life policies with long-term care options. The agency markets its services through a one-page Executive Proposal Summary and provides Shop, Educate, and Service offerings to help clients navigate insurance decisions.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Customers frequently save thousands of dollars on group health insurance without cutting benefits
- +1 more outcomes
Companies that use Simplified Benefits
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Simplified Benefits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Simplified Benefits partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core.
- Access InsurancecoreInsurance carrier partner represented by Simplified Benefits for providing personal and commercial insurance products to Michigan customers.
- AetnacoreMajor health insurance carrier partner offering individual and group health insurance products through Simplified Benefits agency.
- American Modern InsurancecoreInsurance carrier partner specializing in specialty insurance products available through Simplified Benefits.
- AmericascoreInsurance carrier partner represented by Simplified Benefits for Michigan customers.
- Assurant, Inc.coreInsurance carrier partner offering health and specialty insurance products through Simplified Benefits.
- Blue Cross Blue ShieldcoreMajor health insurance carrier partner offering comprehensive health coverage through Simplified Benefits agency.
- Bristol West InsurancecoreAuto insurance carrier partner available through Simplified Benefits.
- Chubb GroupcoreCommercial and personal insurance carrier partner offering high-value coverage through Simplified Benefits.
- Citizens Property InsurancecoreProperty insurance carrier partner available through Simplified Benefits for Michigan customers.
- DairylandcoreAuto insurance carrier partner specializing in non-standard auto coverage through Simplified Benefits.
- EncompasscorePersonal insurance carrier partner available through Simplified Benefits.
- Foremost InsurancecoreInsurance carrier partner specializing in specialty products including manufactured home and motorcycle insurance.
- The Hartford Insurance Group, Inc.coreMajor commercial and personal insurance carrier partner available through Simplified Benefits.
- Humana, Inc.coreHealth insurance carrier partner offering Medicare and health coverage products through Simplified Benefits.
- Indiana Insurance CocoreInsurance carrier partner available through Simplified Benefits for commercial and personal coverage.
- Liberty Mutual InsurancecoreMajor national insurance carrier partner offering auto, home, and business insurance through Simplified Benefits.
- The Travelers Indemnity CompanycoreCommercial and personal insurance carrier partner available through Simplified Benefits.
- UnitedHealthcarecoreMajor health insurance carrier partner offering comprehensive health coverage through Simplified Benefits agency.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Simplified Benefits competitors and assessment
Company assessmentBroad incumbents
- Marsh McLennan Agency: Middle-market arm of Marsh McLennan, focused on employee benefits, commercial insurance, and risk management. Overlaps with Simplified Benefits' group benefits and commercial lines practice at much larger scale.
- Hub International: Top-5 North American insurance brokerage with strong independent agency heritage. Direct overlap on multi-carrier placement for SMB and middle-market clients; much larger scale and broader specialty capabilities.
- Arthur J. Gallagher & Co. Global insurance brokerage and risk management firm. Competes for SMB benefits and commercial lines business via its retail brokerage segment; vastly larger resources and geographic reach.
- Brown & Brown Insurance: Large public independent insurance agency and brokerage. Competes with Simplified Benefits for the same independent multi-carrier SMB mandate, but at national scale and with a much broader product portfolio.
Regional players
- Frankenmuth Insurance: Michigan-headquartered mutual insurance carrier with a strong regional independent agency network. Closest geographic peer in Michigan insurance market, though operates as a carrier rather than agency.
- Auto-Owners Insurance: Michigan-based insurance carrier distributing primarily through independent agents. Comparable regional footprint and carrier-agent model; a potential carrier partner for an agency like Simplified Benefits operating in Michigan.
Emerging players
- Acrisure: Tech-enabled insurance brokerage roll-up. Same multi-carrier independent agency thesis as Simplified Benefits, but at massive scale, with proprietary technology investments that the subject company lacks.
- Policygenius: Digital insurance marketplace comparing life, disability, and other policies across multiple carriers. Represents the direct-to-consumer competitive threat to traditional independent agencies like Simplified Benefits, particularly for personal lines.
Direct peers
- Hilb Group: National insurance agency roll-up acquiring small-to-mid independent agencies. Most comparable to Simplified Benefits in business model (multi-carrier independent agency serving SMBs) and acquisition profile as a consolidator of agencies at this scale.
- Hylant Group: Mid-size independent insurance brokerage with deep multi-carrier relationships, strong SMB and group benefits practice, and family-owned heritage. Closely mirrors Simplified Benefits' independent agency positioning and product breadth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Simplified Benefits social profiles
Digital presenceSimplified Benefits financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simplified Benefits leadership team
Management profileNumber of profiles
Simplified Benefits funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simplified Benefits 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 Simplified Benefits
What does Simplified Benefits do?
Simplified Benefits is an independent insurance agency that places clients with 18+ insurance carriers across Personal Insurance, Business Insurance, Group Benefits, Life Insurance, and Long-Term Care (LTC) Insurance. Founded in 2002 and based in Southfield, Michigan, the firm operates with 7 employees and earns commissions from carriers on the policies it sells and services.
Is Simplified Benefits a public or private company?
Simplified Benefits is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Simplified Benefits founded?
Simplified Benefits was founded in 2002. It employs 1 to 10 people.
Where is Simplified Benefits based?
Simplified Benefits is headquartered in Southfield, United States, in the North America region.
How does Simplified Benefits make money?
One revenue line is on record: insurance Agency Commissions.
Who are Simplified Benefits's main competitors?
Broad incumbents on record are Marsh McLennan Agency, Hub International, Arthur J. Gallagher & Co. and Brown & Brown Insurance. Regional players are Frankenmuth Insurance and Auto-Owners Insurance. Emerging players are Acrisure and Policygenius. Direct peers are Hilb Group and Hylant Group.
Does Simplified Benefits have an API?
No public API is recorded for Simplified Benefits.
What industry is Simplified Benefits in?
Simplified Benefits's product category is Insurance Brokerage. Its primary akta.pro industry code is BPACAPAC, Benefits Administration, with a secondary code of FSAIAFAD, Small Group Health Insurance (2–50/100). Its NAICS code is 5242 and its SIC code is 6411.