Integrity

What Integrity does

Integrity, LLC (dba Integrity Marketing Group) is a Dallas-headquartered, privately held distributor of life, health, and Medicare insurance products and provider of wealth management and retirement planning solutions. Founded in 2014, the company has grown primarily through the acquisition of independent marketing organizations (IMOs) and insurance agencies into a network exceeding 600,000 affiliated agents and advisors across the United States. Integrity Wealth manages over $52 billion in assets under management and advisement, and the platform is structured around a four-pillar model of technology, experience, data, and partnership.

The company's proprietary technology stack is anchored by IntegrityCONNECT, an all-in-one cloud-based platform that combines CRM, quoting and e-application, lead marketplace, marketing automation, and exclusive agent benefits behind a single sign-on. Specialized modules address product-specific workflows, including MedicareCENTER, LifeCENTER, MarketingCENTER, and IntegrityCONNECT Leads, while an AI digital assistant branded "Ask Integrity" provides voice-activated client management, predictive outreach prioritization, and Plan Insights for Medicare questions. Microsoft 365 Copilot has been deployed enterprise-wide to all 5,000 employees, signaling AI-first internal operations. The platform is offered at no direct license cost to affiliated agents, with monetization derived from insurance carrier commissions, wealth management fees on $52B AUM/AUA, and incremental carrier-paid technology and lead revenues.

Integrity's go-to-market is a channel-driven partner model: the company recruits IMOs, broker-dealers, and independent agencies, equips them with proprietary technology and lead generation, and integrates them through acquisition structures that convert seller-principals into Integrity owners. The recently launched Integrity Health Plan extends the model into proprietary product ownership. Approximately 5,000 employees support the platform, and an Employee Ownership Plan has distributed over $175 million to employees since its 2019 inception, functioning as a retention mechanism for distribution talent.

Name

Integrity

Legal name

Integrity Marketing Group, LLC

Website

https://integrity.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Integrity is a Dallas-based, employee-owned distributor of life, health, and Medicare insurance and provider of wealth management solutions, operating a proprietary cloud-based AI-enabled platform serving a network of more than 600,000 affiliated independent agents and advisors across the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Distribution Commissions: Integrity generates revenue as a distributor of life and health insurance, earning commissions from insurance carriers for policies sold through its network of agents and partner agencies. The platform manages over $52 billion in assets under management and advisement through its Integrity Wealth division.
2. Technology Platform Services: Provides proprietary technology platforms (IntegrityCONNECT, MedicareCENTER, LeadCENTER, LifeCENTER, MarketingCENTER) to partner agencies and agents. The platform is described as free for Integrity agents, suggesting the company monetizes through agent/agency recruitment and commission sharing rather than direct technology fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Integrity is a Dallas-based distributor of life and health insurance and a provider of wealth management and retirement planning solutions. The company operates an omnichannel insurtech platform that connects independent insurance agents, independent marketing organizations (IMOs), carriers, and consumers through proprietary technology including the IntegrityCONNECT platform and the Ask Integrity AI-powered digital assistant. Integrity earns commissions on insurance and financial products distributed through its partner network of more than 600,000 agents and advisors, while also managing over $52 billion in assets under management and advisement through Integrity Wealth.

Product overview

Integrity operates a unified platform architecture built around its core IntegrityCONNECT platform, supplemented by specialized product-specific modules and sub-products. The platform manages over $52 billion in assets under management and advisement. IntegrityCONNECT serves as the central hub providing all-in-one capabilities including CRM, quoting, enrollment, and marketing automation, while specialized modules including MedicareCENTER (Medicare sales), LifeCENTER (life insurance), MarketingCENTER (marketing materials), and IntegrityCONNECT Leads (lead management) serve specific product verticals. Ask Integrity provides AI-powered digital assistant capabilities across the platform with features including Plan Insights and Shoppers. Additional offerings include Exclusive Integrity Benefits (agent perks program), Legacy Safeguard (legacy protection), and the Integrity Health Plan (proprietary insurance product). The company also offers wealth management through partnerships like Humilis Investment Strategies for separately managed accounts.

Differentiator

Problem solved

Functional benefit

Brands

• IntegrityCONNECT: All-in-one technology platform and growth engine for agents and agencies, featuring AI-powered tools, CRM, quoting, enrollment, lead management, and exclusive benefits.
• MedicareCENTER
• MarketingCENTER
• Ask Integrity
• Integrity Health Plan
• Integrity Wealth

Quantifiable outcome

• 79% increase in applications submitted by agents using IntegrityCONNECT platform
• +4 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability11 records

Feature7 records

Partnerships

25 partnerships are on record, tiered core and flagship.

• ABC MedicarecoreStrategic or Co-development Partner · 24 June 2026Acquisition of ABC Medicare, an independent marketing organization based in Oklahoma City. The acquisition provides ABC Medicare access to Integrity's AI-driven technology platform, including IntegrityCONNECT and Ask Integrity digital assistant.
• Alfary GroupcoreStrategic or Co-development Partner · 9 June 2026Partnership with New Jersey-based independent marketing organization to expand from Medicare coverage into life insurance and wealth management using Integrity's AI-powered platform IntegrityCONNECT. Enables agents to leverage advanced technology including AI-powered quoting, CRM, and lead management tools.
• BI ServicescoreStrategic or Co-development Partner · 21 May 2026Third-generation insurance agency based in Missouri led by Devon Bennett gains access to Integrity's proprietary platform IntegrityCONNECT and AI-driven tools like Ask Integrity to enhance agent productivity and client service. Marks BI Services' integration into Integrity's nationwide network.
• Executive Trade AssociatescoreStrategic or Co-development Partner · 5 May 2026New Jersey-based insurance agency specializing in Medicare products gains access to Integrity's AI-first platform IntegrityCONNECT and related technology solutions for agent workflow management, client quoting, and business growth.
• TC FinancialcoreStrategic or Co-development Partner · 29 April 2026Acquisition of TC Financial, an independent marketing organization based in Minneapolis, Minnesota, led by President and CEO Kristopher 'Kit' Curry. Provides TC Financial access to Integrity's AI-first technology platform and expands Integrity's footprint in the Midwest insurance market.
• JK FinancialcoreStrategic or Co-development Partner · 15 April 2026Wealth management firm based in Columbia, Missouri with focus on serving seniors throughout the Midwest since 1999 gains access to Integrity's AI-first technology platform, marketing support, and compliance resources. Deal combines JK Financial's expertise in retirement planning with Integrity's platform managing over $52 billion in AUM.
• Perspective Wealth PlanningcoreStrategic or Co-development Partner · 7 April 2026Pennsylvania-based wealth management firm led by Matthew Fox and Mike Tedeschi has joined Integrity's holistic wealth management platform, gaining access to Integrity's technology, broader product range, and support services while maintaining operational flexibility.
• Conglomerate Financial GroupcoreStrategic or Co-development Partner · 1 April 2026Michigan-based independent marketing organization gains access to Integrity's AI-powered technology platform and resources, including IntegrityCONNECT and Ask Integrity. Partnership aims to help agency scale operations and serve more American families with life insurance and financial planning solutions.
• ABN Financial GroupcoreStrategic or Co-development Partner · 18 March 2026Dayton, Ohio-based independent marketing organization gains access to Integrity's proprietary technology platform IntegrityCONNECT, national partnerships, and expansive product portfolio. ABN Financial agents gain AI-driven tools, on-demand leads, instantaneous quoting, and enrollment capabilities.
• MicrosoftcoreTechnology or Integration · 10 March 2026Strategic collaboration with Microsoft to integrate AI capabilities across Integrity's operations, giving all 5,000 employees access to an AI Digital Assistant through Microsoft 365 Copilot. This move aims to enhance productivity, streamline processes, and foster innovation within the company as part of Integrity's broader efforts to leverage AI for industry transformation.
• MG3 EnterprisescoreStrategic or Co-development Partner · 10 March 2026Charlotte-based independent marketing organization specializing in final expense life insurance for seniors, led by Max Graham III, gains access to Integrity's proprietary technology platform including IntegrityCONNECT and Ask Integrity, as well as membership in Integrity's partner network.
• The Disruption GroupcoreStrategic or Co-development Partner · 29 January 2026Denver-based marketing organization partners with Integrity to enhance customer service and agent growth, leveraging Integrity's proprietary technology including IntegrityCONNECT platform to support agents and expand their impact.
• TDG FinancialcoreStrategic or Co-development Partner · 23 January 2026North Carolina-based independent marketing organization gains access to Integrity's technology platform and resources, including IntegrityCONNECT for lead generation, quoting, and enrollment tools, as well as AI-driven digital assistant Ask Integrity.
• Humilis Investment StrategiescoreStrategic or Co-development Partner · 22 January 2026Strategic partnership to offer five Separately Managed Account (SMA) models to Integrity Wealth advisors — marking Humilis' first U.S. investment platform relationship. Advisors gain access to portfolios including Dividend Growth, Large Cap Value, All Cap, SMID Focused, and U.S. Focused, along with Humilis' proprietary market research.
• AIMCOR GroupflagshipStrategic or Co-development Partner · 8 January 2026Acquisition of AIMCOR Group, a leading national insurance distribution organization, as part of a strategic partnership to expand capabilities in life, health and wealth distribution. AIMCOR continues to be led by President and CEO John Ziambras and EVP Marc Verbos, who along with current AIMCOR owners become owners of Integrity.
• MCare1 AgencycoreStrategic or Co-development Partner · 29 July 2025Independent marketing organization based in New York City led by Enriz Ramirez and Federico Ottenio. MCare1 provides agents with foundational training and ongoing support in the senior market with diverse Medicare and life insurance products across multiple states.
• BBHA Insurance ServicescoreStrategic or Co-development Partner · 24 June 2025Independent marketing organization based in Fallbrook, California led by Cecelia Brown. Renowned for exceptional client care, Medicare guidance, and community involvement with local nonprofits serving seniors. Achieves over 90% client retention rate.
• Premiere Senior AdvisorscoreStrategic or Co-development Partner · 28 May 2025Independent marketing organization located in Richardson, Texas led by Kat Tennant with focus on helping seniors navigate healthcare choices and Medicare coverage options. Utilizes intensive agent development courses and training with specialization in veteran causes.
• Senior Med. SolutionscoreStrategic or Co-development Partner · 3 December 2024Independent marketing organization based in Snowflake, Arizona led by Salvador 'Sal' Alcantar and Marcos Alcantar. Bilingual, multicultural agency dedicated to meeting health coverage needs of underserved and Spanish-speaking communities with innovative 'Feets on the Street' outreach model.
• Family Financial and Insurance ServicescoreStrategic or Co-development Partner · 8 October 2024Independent marketing organization based in Arcadia, California led by Jack Yiu. Specializes in life insurance and retirement planning, providing financial security to clients through various life insurance products with focus on underserved communities.
• Comprehensive BenefitscoreStrategic or Co-development Partner · 20 August 2024Independent marketing organization based in St. Louis, Missouri led by Michael Graham and Mark Minton. Offers life, health, and final expense products with deep commitment to community engagement supporting seniors, veterans, and those experiencing homelessness.
• New Benefits & Financial ServicescoreStrategic or Co-development Partner · 31 January 2024Independent marketing organization headquartered near Chicago, Illinois led by Everett Foney. Veteran- and senior-focused IMO using grassroots and virtual marketing strategies to serve seniors and veterans in underserved markets with Medicare, supplemental, and retirement planning services.
• Richman Insurance AgencycoreStrategic or Co-development Partner · 9 August 2022Insurance marketing organization based in Dallas, Texas led by Rob Richman. Specializes in mortgage protection, final expense, and retirement planning. Provides $15 million in mortgage protection, life insurance and final expense products serving more than 20,000 Americans annually.
• Trusted Senior SpecialistscoreStrategic or Co-development Partner · 15 February 2022Independent marketing organization located in Houston, Texas founded by Michael and Melinda Wilhelm in 2005. Focuses on providing exceptional customer service to seniors transitioning to Medicare with lifetime Medicare coaches through concierge service. Built with 5,000 agents helping over 82,000 Americans.
• Unified HealthflagshipStrategic or Co-development Partner · 2 June 2021Data-driven, tech-enabled call center based in Fort Lauderdale, Florida specializing in serving Medicare beneficiaries. Led by Bryan Hunsaker, CEO. Achieves best-in-class retention rates with hundreds of career broker agents handling almost four million consumer interactions annually and helping 60,000+ Americans enroll.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• eHealth: Public online health insurance marketplace with a large proprietary technology platform and carrier commission revenue model. Comparable in serving Medicare-eligible consumers and using tech-enabled distribution rather than captive agents.
• GoHealth: Public Medicare-focused insurance distribution platform with proprietary technology and carrier partnerships. Directly comparable in Medicare Advantage / Supplement distribution model, lead generation approach, and tech-stack investment.
• SmartFinancial: Insurance distribution platform connecting consumers with multiple carriers across home, auto, and commercial lines. Comparable in technology-enabled carrier-agnostic distribution model and commission revenue structure, though smaller and more auto/home focused.
• Policygenius: Direct-to-consumer life insurance distribution platform (now owned by Zinnia). Comparable in life insurance product focus, agent/broker network model, and technology-led approach to simplifying the consumer purchase experience.
• SelectQuote: Public insurance distribution platform specializing in term life and senior products (Medicare, final expense). Operates a similar agent-driven, lead-purchasing model and is the closest direct peer in terms of customer (senior market) and commission-based revenue model.
• EverQuote: Public online insurance marketplace operating in auto, home, and life. Comparable in technology-driven consumer acquisition for insurance, though smaller scale and less Medicare-focused than Integrity.

Broad incumbents

• MediaAlpha: Public customer acquisition platform for insurance and other verticals. Comparable as a tech-enabled lead generation and customer acquisition infrastructure provider, though operates as a broader industry platform rather than a direct insurance distributor.
• Vertafore: Established insurance technology vendor providing agency management systems (AMS360, Sagitta) and carrier connectivity to insurance agencies. Comparable as a tech-stack provider for independent agents, though positions as software vendor rather than distribution platform.
• Applied Systems: Leading insurance agency management technology provider serving independent agents and brokerages globally. Comparable in targeting the same independent agent/agency persona with technology tools, though as a software platform rather than a commission-driven distributor.

Emerging players

• Boldin (formerly NewRetirement): Retirement planning technology platform serving consumers and financial advisors. Comparable as part of the wealth/retirement planning stack that Integrity Wealth competes with or partners alongside; smaller and more narrowly focused on retirement projections.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/integrity-marketing-group

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Integrity