Simplicit Financial

What Simplicit Financial does

Simplicit Financial is an independent, fiduciary insurance brokerage headquartered in Phoenix, Arizona, providing life, disability, long-term care, and advanced insurance solutions to financial advisors, estate planning attorneys, CPAs, and CEPA-certified exit planners who serve business owner clients. The firm positions itself as a white-glove insurance specialist that advisors bring into client engagements, explicitly declining to manage assets or compete for the client relationship so that advisors remain comfortable referring business. Core product lines include term, whole, universal, and indexed universal life insurance; disability and long-term care coverage; and advanced solutions such as buy-sell funding structures, ILIT-based estate planning, key person protection, executive bonus plans, non-qualified deferred compensation, and premium finance arrangements. Supporting services include an on-staff medical director for underwriting optimization, a quarterly independent research model screening 2,000 insurance carriers for financial soundness, annual policy audits, and a proprietary '1-page Life Plan' deliverable.

The business model is commission-based: as a fully independent broker, the firm accesses the full insurance marketplace and earns placement commissions on policies issued by carriers, without carrier bias or asset-under-management participation. The go-to-market motion is sales-led and referral-driven, with content marketing (a blog covering topics such as Connelly v. United States, life settlements, and executive bonus plans) feeding top-of-funnel awareness, Calendly-scheduled 20-minute consultations converting that interest, and ongoing policy service generating retention. The firm operates nationally from a single Phoenix office with a team of four, sells through B2B partnerships with advisor practices rather than direct-to-consumer, and uses competitive pricing of 20–40% premium savings versus single-carrier placements as a quantifiable outcome. The firm discloses no proprietary technology platform, no AI/ML capabilities, no funding rounds, and no acquisitions.

Name

Simplicit Financial

Legal name

Simplicit Financial

Website

https://www.simplicitfinancial.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Simplicit Financial is a Phoenix-based independent insurance brokerage offering life, disability, long-term care, and advanced insurance solutions. It serves financial advisors, estate planning attorneys, CPAs, and CEPA-certified exit planners working with business owner clients on succession and estate planning.

Ownership category

akta.pro rank

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: Simplicit Financial operates as an independent insurance broker earning commissions on life insurance, disability insurance, long-term care insurance, and annuity products placed with carriers. As fully independent specialists, they access the full insurance marketplace without carrier bias, earning revenue through policy placement commissions from insurance carriers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Simplicit Financial is an independent insurance brokerage providing specialized life, disability, and long-term care insurance solutions to financial advisors, estate planning attorneys, CPAs, and CEPA-certified exit planners. Operating without carrier bias or AUM participation, the firm delivers comprehensive insurance portfolio design, buy-sell funding structures, estate liquidity planning, and physician-supported underwriting to advisor teams and their business owner clients.

Product overview

Simplicit Financial is an independent insurance brokerage offering a unified suite of insurance solutions for financial advisors, attorneys, estate planners, and business owners. The core offering centers on life insurance planning and placement — including term, whole life, universal life, and indexed universal life policies — which serves as the foundational product for all other planning applications. These policies are deployed across multiple planning contexts: buy-sell funding solutions (cross-purchase, entity redemption, and wait-and-see structures), estate planning insurance (ILIT funding, estate tax liquidity), key person protection, executive bonus plans, and non-qualified deferred compensation arrangements. Supporting services include disability and long-term care insurance, medical and financial underwriting guidance with on-staff physician support, annual policy reviews with '1-page Life Plan' documentation, and access to premium finance arrangements. The company operates without carrier bias and does not manage assets, positioning its insurance solutions as the connecting framework across its clients' broader financial, legal, and estate planning teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Life Insurance Planning & Placement

Quantifiable outcome

• Premium savings of 20-40% possible when accessing full marketplace vs. single carrier
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Highland Capital Brokerage: Independent insurance brokerage specializing in advanced life, disability, and long-term care planning for financial advisors and institutions. Highly comparable to Simplicit in fiduciary, carrier-agnostic, advisor-channel model.
• Insurance Designers: Insurance brokerage focused on advanced planning solutions for financial professionals, including buy-sell, key person, and executive benefits. Closely overlaps Simplicit's product mix and B2B advisory GTM.
• Ash Brokerage (OneDigital): Large insurance brokerage focused on financial professionals and advanced planning, now part of OneDigital. Competes with Simplicit for the same advisor-referred life and disability placement work at greater scale.
• Crump Life Insurance Services: Wholesale insurance distributor serving financial advisors and brokers with life insurance, annuities, and advanced markets products. Comparable in distribution model and product focus, though larger in scale.
• M Financial Group: Member-owned insurance distributor connecting financial institutions to a curated set of carriers and products. Overlaps Simplicit on fiduciary distribution and carrier diligence for high-net-worth/business-owner planning.

Broad incumbents

• MassMutual: Large mutual life insurance carrier with broad life, disability, and annuity product lines and captive agent network. Competes with Simplicit for life insurance placement but operates as a carrier, not an independent broker.
• Northwestern Mutual: Major insurance and wealth management provider with captive advisors who also serve business-owner estate and succession needs. Comparable end-customer outcomes but vertically integrated vs. Simplicit's pure independent model.
• New York Life: Large mutual life insurance company offering life, long-term care, and annuities through captive agents. Overlaps with Simplicit in product categories and end-client segments but competes through a captive, not independent, channel.

Emerging players

• Haven Life: Digital direct-to-consumer life insurance issuer using simplified online underwriting. Emerging threat/adjacent to Simplicit's market for simpler term and permanent products that bypass advisors.
• Policygenius: Online insurance marketplace for life, disability, and other coverage with simplified digital experience. Adjacent competitor that could pull simpler placements away from advisor-referred channels over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/simplicit-financial

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Simplicit Financial